Association for Computing Machinery (ACM)
Member and prospective member research, international research, online surveys, in-depth interviews, focus groups
The Association for Computing Machinery (ACM) retained Corona to provide insights into select markets essential for their continued growth. Over the course of two engagements with ACM, we conducted an online survey of members and non-members around the world and later conducted focus groups and interviews to follow up on the survey. This research was conducted across the United States and in three foreign markets. The survey helped ACM set their priorities while the focus groups and interviews provided context and a deeper understanding of specific ways ACM could help meet members’ needs. Results helped ACM executives better inform their products and services. More broadly, we were able to package the overall results into a cohesive message and call to action for the organization.