From Stories to Evidence

“Member stories and opinions are important, but they aren’t evidence,” Brenda explained. “Data about your industry, its size, economic contribution, workforce and working conditions, that is evidence.”

When associations can move from “we think” to “we can prove it,” their voice carries further. Data-backed insights allow leaders to demonstrate credibility, shape government policy, and strengthen professional reputation.

Real-World Impact: Associations Using Data to Lead

Across Australia, associations are already showing how powerful this shift can be:

• Australian Counselling Association (ACA) built a profession-wide workforce census that exposed service gaps, mapped demographics, and created a credible evidence base for advocacy. The data helped guide new initiatives and strengthen submissions to national standards.

  “We now know with confidence the top five reasons Australians seek counselling, we never had that before,” said CEO, Jodie McKenzie.
  
  

• Private Health Insurance Intermediaries Association (PHIIA) launched an Annual State of the Sector Study to capture their members’ impact. The results demonstrated the sector’s essential role in helping Australians navigate complex insurance choices, data that gained traction with both media and policymakers.

“PHIIA members play a  critical role in helping consumers identify cost saving opportunities and find value in their cover while under cost-of-living pressures,” said CEO, Chris Zinn.

• Real Estate Institute of NSW (REINSW) turned monthly vacancy rate data into a trusted resource that now informs rental reform discussions and drives ongoing media coverage.

  “This research has been a game-changer for our advocacy efforts. We’ve been able to highlight the unintended consequences of rental reforms and fight for policies that actually support landlords, tenants, and property managers alike,” said CEO Tim McKibbin.
  
  

• ACAPMA used consumer research to challenge assumptions about the fuel retail sector, shifting public perception and growing membership threefold, from 120 to 400 members over a decade.

Overcoming Common Data Challenges

Of course, gathering credible data isn’t always easy. Many associations face barriers such as limited resources, low response rates, or uncertainty about where to start. Brenda shared practical steps to overcome these, including:

• Partnering with trusted research experts

• Designing simple, representative surveys

• Communicating the “why” behind data collection

• Sharing insights back with members to build trust and participation

A Roadmap for Building Your Data Strategy

Brenda’s “Data Value Chain” outlines a clear path for associations ready to take action:

1. Gap Analysis – Audit what data you already have, and what’s missing.

2. Data Collection – Choose the right approach and tools.

3. Analyse and Interpret – Look for stories within the data.

4. Report and Act – Align insights with your strategic priorities.

5. Repeat – Build consistency over time; trends strengthen credibility.

Done well, this process delivers strategic, financial, and reputational value, year after year.

The Bottom Line

When associations invest in good data, they invest in their future. Data transforms opinions into evidence, elevates advocacy from reactive to proactive, and turns your organisation into a trusted authority.

As Brenda reminded attendees: “There’s no policy without data.”

The session also outlines practical steps to help you build your own data roadmap, from assessing what’s missing, to collecting, interpreting, and communicating insights that matter.

Because when your association can move from “we think” to “we can prove it,” your voice carries further.

Watch the full webinar recording to learn how your association can harness credible research to build influence, strengthen advocacy, and deliver greater member value.

If you missed our webinar last month, you can watch it here.