No ‘Winging It!’ The Crucial Role of Market Research for Nonprofits

July 11, 2019

“Nowadays you get a lot of data; it’s almost like data overload. But what’s missing from [a lot of these] direct responses is the why. Understanding the why can only be achieved by market research.” – Li Li

In today’s podcast, Lighthouse Counsel President Jeff Jowdy speaks with Li Li, managing partner at FourSquare Research, Inc. Li Li shares her thoughts on the crucial role of market research, which many nonprofits neglect to do.


This podcast answers questions such as:

  • When should a nonprofit conduct market research? (Spoiler alert: It’s NOW!)
  • What information specifically does market research provide and why is it important?
  • Are online surveys appropriate and of any real value?


About our guest

Li Li is managing partner for FourSquare Research, Inc. She is responsible for project direction, client relations, and business development. With more than 15 years of experience in market research and business planning for nonprofit organizations, Li Li has extensive hands-on experience and a wealth of knowledge concerning nonprofits. In her previous role as senior vice president at The Winfield Consulting Group, she led and directed over 300 projects from start to finish and has worked on over 500 studies for nonprofit organizations nationwide. Li Li earned her M.A. in market research and mass communications from the University of Georgia and a B.A in law from Fudan University in Shanghai, China.