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
Sports and Recreational Facilities | Dec 18, 2017
Canada’s newest funicular makes Edmonton’s largest green space more accessible
The incline elevator is located in downtown Edmonton and was publicly funded.
Sponsored | Building Team | Dec 12, 2017
3 tips to address the top causes of budget overruns
The most cited issues are communication breakdowns, inadequate fees for the work provided, and unrealistic deadlines or schedules.
Multifamily Housing | Dec 12, 2017
Call for technical experts: Dog wash station design
The editors of Multifamily Design + Construction magazine need your expertise.
Government Buildings | Dec 11, 2017
Is this the world’s most humane prison?
The C.F. Møller-designed prison’s architecture supports the inmates’ and staff’s mental and physical well-being.
Architects | Dec 7, 2017
Snow Kreilich Architects receives the 2018 AIA Architecture Firm Award
Julie Snow, FAIA, founded the firm in Minneapolis in 1995, and later was joined by partner Matt Kreilich, AIA.
Architects | Dec 7, 2017
2018 AIA Gold Medal awarded to James Stewart Polshek
In 1963 Polshek started his first architecture firm, James Stewart Polshek Architect.
Architects | Dec 4, 2017
Architects to Congress: ‘You're making a terrible mistake’
House and Senate gut historic building credits and penalize architecture firms.
Architects | Dec 1, 2017
The third wave of urban waterfront development
The nature of waterfront redevelopment has been evolutionary, in the truest sense of the word.
Multifamily Housing | Nov 29, 2017
First Porsche, now Aston Martin: Sports car maker co-develops Miami condo tower *UPDATED
The 391-unit Aston Martin Residences will feature seven penthouses and a duplex penthouse, all with private pools and terraces overlooking Biscayne Bay.
Industry Research | Nov 28, 2017
2018 outlook: Economists point to slowdown, AEC professionals say ‘no way’
Multifamily housing and senior living developments head the list of the hottest sectors heading into 2018, according a survey of 356 AEC professionals.