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
Healthcare Facilities | Apr 13, 2017
The rise of human performance facilities
A new medical facility in Chicago focuses on sustaining its customers’ human performance.
Laboratories | Apr 13, 2017
How to design transformative scientific spaces? Put people first
While most labs are designed to achieve that basic functionality, a transformational lab environment prioritizes a science organization’s most valuable assets: its people.
Hotel Facilities | Apr 12, 2017
Hotels embrace place
Today’s hospitality environments emphasize unique, localized experiences to attract and engage guests.
Green | Apr 11, 2017
Passivhaus for high-rises? Research demonstrates viability of the stringent standards for tall residential buildings
A new study conducted by FXFOWLE shows that Building Teams can meet stringent Passivhaus performance standards with minimal impact to first cost and aesthetics.
Curtain Wall | Apr 11, 2017
Masters of geometry
Three firms that specialize in façades that curve, twist, and turn see themselves as artisans of the unthinkable.
Office Buildings | Apr 10, 2017
Innovation lab makes developing eye care solutions a collaborative affair
The Shop East innovation lab presents 13,500 sf of workspace across two floors with an emphasis on collaboration.
Architects | Apr 10, 2017
New Bjarke Ingels documentary gives a peek behind the curtain
The movie takes a slightly darker tone than previous projects chronicling the starchitect’s rise to prominence.
Architects | Apr 4, 2017
Architect Howard Elkus dies at 78
Cofounder of Elkus Manfredi Architects, his career spanned five decades, and included a spectrum of major design projects.
Building Team | Apr 4, 2017
Dispelling five myths about post-occupancy evaluations
Many assume that post-occupancy (POE) is a clearly-defined term and concept, but the meaning of POE in practice remains wildly inconsistent.