IABC market research project team releases early results from survey

Communication World, July-August, 2004

An overview of preliminary results from the first two phases of research for the IABC Member Research Study was presented to the IABC executive board at its June meeting in Los Angeles.

These early results show that members would like IABC to raise its profile in the global business community. The research also finds that members do not take full advantage of the member benefits available to them. In the coming year, IABC's board will be addressing both concerns as well as the additional findings to be investigated in the next phase of research.

The study is being conducted in support of the IABC Strategic Plan formulated by the 2003-04 board. The study was undertaken by a team from IABC and the IABC Research Foundation and conducted by the Organisation Research team from Mercer's Communication Practice to

* identify current and emerging service needs and interests of IABC members

* determine membership growth drivers within and outside North America.

The goal of this yearlong study is to provide IABC's board and staff with valid and reliable information from the membership so that resources can be allocated in ways that support IABC's mission, respond to member needs and stimulate international growth.

The research is proceeding in three phases: chapter focus groups, all-member e-survey and an in-depth paper survey to be sent to a representative sample of the membership throughout the world. A final report will be prepared in late 2004.