Quality is what matters.

• Author: Roach, Betsi
• Position: LEADERS

Bigger is not always better, especially when it comes to data. You can't be in marketing and not hear the words "big data" thrown around as if they describe the long-lost Holy Grail of market research and consumer insights. However, data-based decisions are only useful if the data is based on the right questions to the right population through the right sources. You may have a lot of data, but is it the right data?

This year, LMA has embraced big data in all the right ways. solely based on our dutiful record-keeping, we have a lot of information collected from years of membership and event-based surveys. You might say that we are as much of a keeper of big data as a Fortune 100 technology company --in our own way. However, when we sifted through data to find golden nuggets of insight to better serve our members, we came to the same conclusion that many organizations have: Big isn't always better.

From secondary market research to primary qualitative and quantitative marketing research, LMA has set forth an aggressive plan to capture the right data in the right ways for the purposes of delivering the right services to our members. we are taking it further and digging deep into expectations for areas such as hiring and leadership development. This multiphase, multipronged strategic research plan will help us make informed decisions about existing and new services to target the real needs of legal marketers.

One of the ways that we have responded to your...