Turning Research into community strategy: telling our story with data
At the Florida Economic Development Council’s (FEDC) IGNITE 2025 Conference, Duke Energy’s Ben Friedman delivered a session that struck a powerful chord for many of us in economic development. His message was simple, but essential: research isn’t just a behind-the-scenes tool—it’s a front-line asset for building trust, shaping strategy, and communicating what makes our communities investment-worthy.
At the Wonderful Walton Economic Development Alliance, we couldn’t agree more.
🧠 Data Isn’t Just for Experts—It’s the Start of a Story
Research has long been treated as a technical, sometimes inaccessible part of the economic development process. But at its core, it answers the most important questions businesses ask when considering a move:
Will we have access to the workers we need?
Are we close to key suppliers?
How attractive are our conditions?
These questions go beyond spreadsheets—they are storylines. Telling the right story through the right numbers is how we reduce uncertainty and build trust.
Whether we’re speaking to a grant funder, a prospective company, or our local stakeholders, we’re not just presenting data—we’re showing a future they can be part of.
📊 Tools That Level the Playing Field
Ben’s session emphasized the accessibility of powerful, free tools that help smaller communities compete:
BLS QCEW: Spotlights dominant industries and sector strengths in our area.
Florida Department of Commerce: Offers detailed wage data and employment projections.
OnTheMap (Census + IRS): Visualizes worker commutes and job clusters.
EDR Population Projections: Supports long-term planning with credible growth forecasts.
data.census.gov: Unlocks insights into education, veterans, age, and language skills.
At Wonderful Walton EDA, these tools are part of our regular workflow. They help us move from data-gathering to insight-building, which is what our partners and investors truly value.
For example, did you know that Walton County has the jobs! But we don’t have the housing to support that workforce. Based on the latest data roughly 6 out of every 10 jobs in Walton County is occupied by a non-Walton County resident. Here is the data from OnTheMap to highlight this interesting fact;
Workforce mix by year showing the growing share of Walton County jobs held by non-residents.
🤖 AI and Research: A Collaborative Approach
While the session raised valid concerns about AI’s potential to produce misinformation, our experience has been different.
Here in Walton County, we embrace AI—not as a shortcut, but as a collaborator. We know the key to unlocking its potential is conversation. It’s not about asking one question and hoping for perfection. It’s about digging deeper, iterating, and refining—just like we would with a human teammate.
By pairing our local knowledge with AI-generated insights, we find more accurate, faster, and creative ways to present our community’s story. And yes, we always verify—but we also trust in the process of thoughtful engagement. AI isn’t the risk; rushing through its use is.
A great example is the above image was created by AI with the utilization of data we collected and fed to AI with our appropriate branded colors.
💡 The Real Story: Honest Communities Win
Perhaps the most important takeaway from FEDC IGNITE 2025? Prospects respect transparency.
No community is perfect—and that’s okay. A polished pitch that hides challenges often rings hollow. But a community that knows where it’s going, acknowledges its hurdles, and presents a strategy? That’s persuasive.
At Wonderful Walton EDA, we believe that honest storytelling backed by smart data is what sets us apart. It’s how we’ve built trust with our partners—and it’s how we’ll continue to grow.
🛠️ Our Path Forward
We’re more committed than ever to making research an open, active part of our strategy. We will:
Use accessible tools to inform and guide our work.
Leverage AI thoughtfully and effectively, as a research ally.
Share stories that combine facts with vision, strengths with growth plans.
Because in economic development, we’re not just selling sites or stats—we’re shaping the narrative of a place full of potential. And we’re doing it the Wonderful Walton way.
