Does Data Matter? - What Goes For Baseball, Goes For Associations
Matt Kerr • April 14, 2025
By Matt Kerr, IFANR Research Director
In 2003, Michael Lewis published Moneyball: The Art of Winning an Unfair Game. Lewis examined how Billy Beane, the general manager of the Oakland Athletics baseball team, utilized an advanced analytical approach to maximize the talents of his players while still maintaining one of the lowest payrolls in baseball. Using this approach, Oakland performed above expectations and made several postseason appearances.
What do you really know?
Beane’s analytical approach was controversial. For over a century, baseball executives had built rosters and coaches had made in-game decisions using experience, hunches, and a hodgepodge of statistics. Advanced analytics demonstrated that this approach was often misguided. Today, organizations win by building teams around relevant data, not hunches.
Market research tackles association issues in much the same way. How does your association know what it claims to know? Is it experience? Is it from talking to enthusiastic members at the annual conference? Maybe board members with their own pet interests? When you use any of these as your baseline, you are playing your hunches. Market research gives you real data from which to make decisions. Sometimes, your hunches are correct. Many times, they are not.
Research is not execution.
Hall of Famer Yogi Berra once said “Baseball is 90 percent mental. The other half is physical.” Despite Berra’s questionable math, his point is nonetheless valid. It is not enough to know what to do; one must execute to be successful. Knowing that an opposing batter will always swing at a curveball in the dirt is useless information if your pitcher can’t throw a curveball.
Likewise, market research is not often useful on its own. A successful market research study will provide associations with the foundation from which to craft an effective strategy forward.
A good research project tells a story.
Baseball purists will sometimes maintain a scorecard (“keep score”) when attending baseball games. A holdover from the days before state-of-the-art video boards, a scorecard allows a fan to keep track of what is happening on the field. Part code, part art form, a good scorecard is not a highlight reel, but rather tells the complete story of the game. Baseball fans know that Bill Mazeroski hit a walk-off homer in the bottom of the ninth to win the 1960 World Series for the Pittsburgh Pirates. But do you know why the game was tied before that? The scorecard would tell you why.
Good market research endeavors to tell the complete story, too. As an association, you may know parts of the story. You may even have empirical data to back up those parts of the story. But do you know the entire story? IFANR can help you uncover the many layers that will tell a more complete story.
Doing more with less.
Just like Billy Beane and the Oakland Athletics, associations must increasingly do more with less. Research allows associations to pinpoint actual problems, not perceived ones, and to focus attention on them. Don’t be let a curveball surprise you when you were expecting a fastball.
By Matt Kerr , IFANR Research Director
By Matt Kerr , IFANR Research Director
By Joseph Bates, IFANR Founder and President
By Matt Kerr , IFANR Research Director
By Joseph Bates, IFANR Founder and President
By Matt Kerr , IFANR Research Director
By Joseph Bates, IFANR Founder and President
By Matt Kerr IFANR Research Director
By Joseph Bates, I FANR Founder and President
When Joe Bates, president of IFANR, was vice president of research and strategic initiatives at the Global Business Travel Association, he helped grow the sponsored research program from $100,000 in revenue in 2010 to $1.5 million in 2015. This huge increase in revenue allowed the association to do the following: 1) Published research reports that benefited all members, 2) Generated thought leadership for the association, 3) Earned massive media attention for the industry, 4) Funded other strategic research projects for the organization itself, and most importantly 5) Generated non-dues revenue for the association. The Institute for Association and Nonprofit Research (IFANR) can help your association create a sponsored research program to generate non-dues revenue as well as realize other benefits. Here’s a short “How To” list to get your sponsored research program started: 1. All research sponsors receive recognition on an association “Research Donor Wall” at the appropriate level (Silver, Gold, Platinum, Diamond). The Donor Wall is listed in various places, such as the association’s website, on-site at various conferences, in email blasts, etc. 2. Research sponsors are invited to contribute ideas and questions to studies, however, the association has the final say over all questions to ensure third-party objectivity and credibility. 3. Organizations receive prominent attribution as the research sponsor in the final report. 4. At the completion of each research study, the association issues a press release to the media announcing the report’s key findings. The research sponsor receives attribution in the press release and the opportunity to provide a quote. 5. The research reports are available to all members on the website. Some research reports may require purchase by members who do not chose to participate in the research project. Most research reports are available for purchase by non-members, although some research may be available to members only. 6. Sponsors may be allowed to send the report to their customers and post the report on their website as long as it resides behind a firewall that only customers are allowed to access. 7. Certain research studies may be provided to anyone free of charge and can be posted on the sponsor website for lead-generation and/or other marketing purposes. 8. At the completion of the research study, the association schedules a webinar for members and non-members to present the key findings of the study. The research sponsor receives attribution at the beginning and end of the webinar. In addition, at the beginning of the webinar, the research sponsor is allowed a two-minute “thank you” spot. The sponsor MUST NOT engage in any selling. Typically, sponsors receive the email list of participants for follow-up marketing efforts. 9. For major sponsors, the association presents the results of the research at a conference. The research sponsor introduces the presentation (two-minutes) and receives attribution as the research sponsor. Again, the sponsor MUST NOT engage in selling at this time. 10. Depending upon the level of sponsorship, the association may wish to grant the sponsor exclusive rights to create derivative materials based on the research.