For the past year and a half, I have had the pleasure of working with an incredible group of AEC marketing and business development leaders as a member of the Board of Trustees for the SMPS Foundation, the nonprofit research arm of the Society for Marketing Professional Services.
The Foundation’s 2018 research project will explore the brain science behind client decision making behavior. That is, why do your clients—real estate developers, building owners, university leaders, school district officials, healthcare operators, etc.—make the decisions they do? And how, as an AEC firm, can you better tailor your services, marketing, and communications to more effectively influence your clients and better meet their needs?
Here’s a synopsis of the research project:
Within the AEC industries, our clients, both public (i.e., local, state, provincial, federal entities) and private, are responsible for making decisions regarding which companies they will hire to design and build their projects. As the market continues to become more competitive, we are interested in understanding and reacting to the science behind decision making—how brains work subconsciously and emotionally, and rationalize one service provider over another with stats and scoring, for example. The researcher(s) for this project should also explore and present any other components of decision-making and how service providers can affect the outcome of choices their clients make.
This is the type of important business research that is absent in our market. All AEC professionals could benefit from its findings and recommendations.
The Foundation has composed a formal FRP in search of research groups and neuroscience experts who are interesting in taking on this important study.
If you are interested in learning more or submitting an RFP for this funded research project, please email me at dbarista@sgcmail.com. Thanks!
Related Stories
Adaptive Reuse | Oct 26, 2020
Mall property redevelopments could result in dramatic property value drops
Retail conversions to fulfillment centers, apartments, schools, or medical offices could cut values 60% to 90%.
Smart Buildings | Oct 26, 2020
World’s first smart building assessment and rating program released
The SPIRE Smart Building Program will help building owners and operators make better investment decisions, improve tenant satisfaction, and increase asset value.
Architects | Oct 14, 2020
The Weekly Show: AI for building facade inspections; designing a world-class architecture firm
The October 15 episode of BD+C's "The Weekly" is available for viewing on demand.
Coronavirus | Oct 8, 2020
The Weekly show: Statue of Liberty Museum, emotional learning in K-12, LA's climate change vulnerability
The October 8 episode of BD+C's "The Weekly" is available for viewing on demand.
Smart Buildings | Oct 1, 2020
Smart buildings stand on good data
The coming disruption of owning and operating a building and how to stay ahead through BIM.
Coronavirus | Sep 24, 2020
The Weekly show: Building optimization tech, the future of smart cities, and storm shelter design
The September 24 episode of BD+C's "The Weekly" is available for viewing on demand.
Healthcare Facilities | Sep 10, 2020
Easing the oncology journey: The role of urgent care
Oncology patients are better served when they’re connected to the right staff.
Airports | Sep 10, 2020
The Weekly show: Curtis Fentress, FAIA, on airport design, and how P3s are keeping university projects alive
The September 10 episode of BD+C's "The Weekly" is available for viewing on demand.
Giants 400 | Aug 28, 2020
2020 Giants 400 Report: Ranking the nation's largest architecture, engineering, and construction firms
The 2020 Giants 400 Report features more than 130 rankings across 25 building sectors and specialty categories.
Architects | Aug 27, 2020
Strategically planning your firm past the COVID-19 pandemic
As AEC firm leaders consider worst-case scenarios and explore possible solutions to surmount them, they learn to become nimble, quick, and ready to pivot as circumstances demand.
