Unmasking Influence: Insights from ACE25
Insights from Survey Matter’s panel session at ACE25
“There’s no policy without data.” This message from Jodie Mackenzie, CEO, Australian Counselling Association (ACA), anchored the Unmasking Influence panel discussion at AuSAE’s annual conference ACE25, facilitated by Survey Matters’ own Brenda Mainland.
The panel explored how associations need credible research to shape policy, strengthen professions, and deliver more value to members.
Brenda was also joined by Ann Davey, CEO, Massage & Myotherapy Australia, and Andrew Heibl, Director, Strategic Partnerships and Engagement, Australian Chamber of Commerce and Industry (ACCI).
Together, they showed how the right mix of quantitative and qualitative research turns advocacy from ask to impact.
Evidence that stands up to scrutiny
Representing more than 80 national industry associations, ACCI must meet a high bar for credibility. As Andrew noted, policy makers and media expect more than statements of intent, they expect evidence that can be scrutinised. That’s why ACCI shifted from in-house member surveys to independent, arm’s-length research. He said doing this had improved the quality and rigor of the data, had encouraged more candid member feedback, and held its own during conversations with ministers, departments and journalists.
Shining a light on hidden capacity
Counsellors have long been “invisible” in official workforce data according to Jodie who has needed to find a way of accounting for the profession she represents. To change this, ACA partnered with Survey Matters on a workforce census that mapped demographics, employment types and service patterns across the profession.
Most powerfully, the data showed counsellors have capacity for 7.2 additional appointments per week, a direct response to claims of workforce shortages. With credible numbers, ACA could demonstrate where counsellors fit in the mental health system and how they can relieve the pressure of people finding support today.
Proving credibility in a self-regulated sector
For Massage & Myotherapy Australia, robust data is essential to demonstrate legitimacy in this self-regulated profession. Working with Survey Matters on their 2023 Practitioner Survey they were able to obtain timely inputs for government submissions (e.g. the number of patients who live with autism or chronic pain being treated) while also building data about treatment times, client demographics and fee structures. Publishing these insights in the member journal closes the loop: data informs advocacy and gives practitioners a clear picture of their market.
Beyond numbers: sharing and storytelling
Collecting data is half the job; the other half is making it usable. The panel highlighted the value of layered formats (full reports, abridged summaries, “top 10 findings”, stakeholder one-pagers and social tiles) so government, members, educators and media can all engage at the right depth with the insights that matter to them. And while surveys provide breadth and benchmarking, qualitative interviews add nuance and lived experience that sharpen messages and policy asks.
The lessons from the panel:
· Commission credible, arm’s-length research. It builds trust with members and decision-makers.
· Run (and repeat) a workforce census. Keep a stable base of questions to track trends, and refresh every two years to maintain currency.
· Pair quantitative with qualitative methodologies for your research. Use interviews to uncover nuance and stories that can bring your statistics to life.
· Package insights for action. Full report + abridged + one-pager + social tiles = reach and relevance.
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