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
| Apr 23, 2014
Architecture Billings Index dips in March
The March ABI score was 48.8, down sharply from a mark of 50.7 in February. This score reflects a decrease in design services.
Sponsored | | Apr 23, 2014
Ridgewood High satisfies privacy, daylight and code requirements with fire rated glass
For a recent renovation of a stairwell and exit corridors at Ridgewood High School in Norridge, Ill., the design team specified SuperLite II-XL 60 in GPX Framing for its optical clarity, storefront-like appearance, and high STC ratings.
| Apr 21, 2014
10 design-build best practices
Design-build requires more than a good contract and appropriate risk allocation, says the DBIA. Everyone from the owner to the subcontractors must understand the process, the expectations, and fully engage in the collaboration.
| Apr 17, 2014
Online mapping tool helps teams determine multifamily project tax credit eligibility
Accounting and advisory firm Baker Tilly has launched a new, interactive online mapping tool that helps users determine if a business or development project may qualify for the New Markets Tax Credit or Low-Income Housing Tax Credit program.
Sponsored | | Apr 17, 2014
Technology enables state transportation agency to make the leap to digital design review
Earlier this month, my colleague and I presented a session to a group of civil engineers and transportation agencies about the tech trends in the AEC space. Along with advice on how to prepare your plan for controlled collaboration, we also talked through some practical use cases. One such use case was especially interesting, as it outlined a challenge not unfamiliar to government agencies who are contemplating the leap from paper to digital processes: how to securely migrate workflows.
| Apr 16, 2014
Upgrading windows: repair, refurbish, or retrofit [AIA course]
Building Teams must focus on a number of key decisions in order to arrive at the optimal solution: repair the windows in place, remove and refurbish them, or opt for full replacement.
| Apr 15, 2014
12 award-winning structural steel buildings
Zaha Hadid's Broad Art Museum and One World Trade Center are among the projects honored by the American Institute of Steel Construction for excellence in structural steel design.
| Apr 15, 2014
Chipperfield's sparkling brass-clad scheme selected to be new home of Nobel Prize
The distinctive building, with its shimmering vertical brass elements and glass façade design, beat out two other finalists in the Nobel Center architectural competition.
Sponsored | | Apr 15, 2014
Value billing and differentiation
Regardless of the fee you charge, clients and prospects decide the value of your professional services based on their experience with your firm.
| Apr 11, 2014
ULI report documents business case for building healthy projects
Sustainable and wellness-related design strategies embody a strong return on investment, according to a report by the Urban Land Institute.
