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
| Dec 29, 2014
Startup Solarbox London turns phone booths into quick-charge stations [BD+C's 2014 Great Solutions Report]
About 8,000 of London’s famous red telephone boxes sit unused in warehouses, orphans of the digital age. Two entrepreneurs plan to convert them into charging stations for mobile devices. Their invention was named a 2014 Great Solution by the editors of Building Design+Construction.
| Dec 29, 2014
Spherical reflectors help spread daylight throughout a college library in Portland, Ore. [BD+C's 2014 Great Solutions Report]
The 40,000-sf library is equipped with four “cones of light,” spherical reflectors made from extruded aluminum that distribute daylight from the library’s third floor to illuminate the second. The innovation was named a 2014 Great Solution by the editors of Building Design+Construction.
| Dec 29, 2014
Hard hat equipped with smartglass technology could enhance job site management [BD+C's 2014 Great Solutions Report]
Smart Helmet is equipped with an array of cameras that provides 360-degree vision through its glass visor, even in low light. It was named a 2014 Great Solution by the editors of Building Design+Construction.
| Dec 29, 2014
Clayco lends operational support and financing to construction services startups [BD+C's 2014 Great Solutions Report]
Design-build firm Clayco has launched an investment arm called Treehouse Adventures to provide financing and operational infrastructure to startups, including those serving the AEC industry. The new venture was named a 2014 Great Solution by the editors of Building Design+Construction.
| Dec 29, 2014
Reef Worlds to build world’s largest underwater theme park for luxury resort [BD+C's 2014 Great Solutions Report]
Dubai is known for its gargantuan commercial building projects. The latest to be proposed is the world’s largest underwater theme park, designed and built by Reef Worlds. The project was named a 2014 Great Solution by the editors of Building Design+Construction.
| Dec 29, 2014
New data-gathering tool for retail designers [BD+C's 2014 Great Solutions Report]
Beacon technology personalizes smartphone messaging, creating a new information resource for store designers. It was named a 2014 Great Solution by the editors of Building Design+Construction.
| Dec 29, 2014
Leo A Daly's minimally invasive approach to remote field site design [BD+C's 2014 Great Solutions Report]
For the past six years, Leo A Daly has been designing sites for remote field stations with near-zero ecological disturbance. The firm's environmentally delicate work was named a 2014 Great Solution by the editors of Building Design+Construction.
| Dec 29, 2014
Wearable job site management system allows contractors to handle deficiencies with subtle hand and finger gestures [BD+C's 2014 Great Solutions Report]
Technology combines a smartglass visual device with a motion-sensing armband to simplify field management work. The innovation was named a 2014 Great Solution by the editors of Building Design+Construction.
| Dec 29, 2014
From Ag waste to organic brick: Corn stalks reused to make construction materials [BD+C's 2014 Great Solutions Report]
Ecovative Design applies its cradle-to-cradle process to produce 10,000 organic bricks used to build a three-tower structure in Long Island City, N.Y. The demonstration project was named a 2014 Great Solution by the editors of Building Design+Construction.
| Dec 29, 2014
14 great solutions for the commercial construction market
Ideas are cheap. Solutions are what count. The latest installment in BD+C's Great Solutions series presents 14 ways AEC professionals, entrepreneurs, and other clever folk have overcome what seemed to be insoluble problems—from how to make bricks out of agricultural waste, to a new way to keep hospitals running clean during construction.