Professional Association Launches First Industry Benchmark for AI

A professional association wanted to publish a report on the opportunities and challenges of artificial intelligence (AI) for the benefit of its members and industry.

The Challenge

Opportunity to establish an industry benchmark for AI

The professional association saw an opportunity to introduce a benchmark for AI usage that would detail the opportunities, risks, and barriers to adoption of this emerging technology. However, its members are often late adopters of new technology, so researching needs and opportunities among this audience is difficult, due to low familiarity. It needed a B2B market research agency experienced in professional services market research to conduct a needs assessment.     

Our Approach

Quantitative survey of association members

Werk Insight, a B2B market research company, designed a quantitative study to assess the adoption, opportunity, risk and barriers associated with AI solutions among the professional association’s members. It was informed by qualitative consultations with industry subject-matter experts and association members to ensure that all options were covered, as well as a review of existing industry reports.

A quantitative survey collected responses from several hundreds of the professional association’s members, in compliance with PII regulation. Using a regression and gap analysis, we identified opportunities where artificial intelligence could have the most impact based on the least efficient processes among the members that were surveyed.

The Insight

New AI benchmark that beats record for downloads

The professional association published its industry benchmark for artificial intelligence adoption. The report set a new record for the number of downloads. Members were keen to benchmark their firm and service providers sought to gain insight into how to develop AI solutions for the industry.