The Turning Point: How Data Shifted Association Forum’s Focus
Background
Association Forum (AF), the hub of the Chicagoland association community, needed clarity to shape its next chapter. Facing industry shifts, AF set out to identify the essential skills association professionals need to lead the future - insights that would guide strategy and fuel the innovative thinking needed to stay relevant.
The HAI Approach
HAI applied a focused research strategy to identify the skills association professionals need to lead with confidence. Our team:
Designed a targeted, cross-level skills study
Analyzed responses by job level: functional specialist, empowered middle, and C-Suite
Built visual reporting designed for immediate strategic use
Delivered findings that drove decisions
The Results
Breakthrough Realization—Communication emerged as the most essential skill across all levels.
Role-Specific Priorities Revealed—Distinct skill needs by job level gave AF a clearer path to tailor content.
Immediate Strategic Value—AF used the data to shape upcoming programming and thought leadership.
Key Metrics
3 job levels analyzed
9essential skills identified
3 learning formats revealed
Key skill gaps by level.
From data points to turning points—discover what’s next for your organization >> Let’s Chat.
“The goal was to discover the ‘aha’ insights...opening new possibilities and transforming the industry.”—Artesha Moore, FASAE, CAE, CEO, Association Forum
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