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 19, 2013
Mastering the art of crowd control and visitor flow in interpretive facilities
To say that visitor facility planning and design is challenging is an understatement. There are many factors that determine the success of a facility. Unfortunately, visitor flow, the way people move and how the facility accommodates those movements, isn’t always specifically considered.
| Dec 19, 2013
Urban populations, climate change demand resilient design: Report
With over fifty percent of the population already living in urban areas, cities must grapple with the potentially catastrophic effects of climate change (think: Superstorm Sandy in New York). In a new report, Jones Lang LaSalle has identified steps cities can take to make their infrastructure more resilient to changing climate conditions.
| Dec 18, 2013
Architecture Billings Index takes step back in November
After six months of steadily increasing demand for design services, the Architecture Billings Index paused in November, dipping below 50 for just the second time in 2013.
| Dec 17, 2013
'Silver tsunami,' restaurant boom, mid-rise mania among predicted Midwestern construction trends
According to some of the Chicago-area’s top commercial real estate firms, informally polled by area real estate PR firm Taylor Johnson, much of 2013 was spent preparing for an even busier 2014. Given the relocation of many top companies to downtownChicago, demand for new apartments, office, retail and restaurant projects in 2014 should all be up as workers look to achieve a live, work and play lifestyle.
| Dec 17, 2013
NREL, National Trust offer energy roadmap for small buildings and small portfolios
The National Renewable Energy Laboratory and the National Trust for Historic Preservation’s Preservation Green Lab initiative have released the report “Industry Research and Recommendations for Small Buildings and Small Portfolios,” analyzing untapped opportunities in energy savings.
| Dec 17, 2013
Nation's largest net-zero K-12 school among winners of 2013 Best of Green Schools award
The Lady Bird Johnson Middle School in Irving, Texas, was named a winner of USGBC's annual award, along with nine other schools, individuals and communities working toward the common goal of healthy, high-performing learning places.
| Dec 17, 2013
IBM's five tech-driven innovation predictions for the next five years [infographics]
Smart classrooms, DNA-based medical care, and wired cities are among the technology-related innovations identified by IBM researchers for the company's 5 in 5 report.
| Dec 16, 2013
Is the metal building industry in a technology shift?
Automation is the future you can’t avoid, though you may try. Even within the metal building industry—which is made up of skilled tradesmen—automation has revolutionized, and will continue revolutionizing, how we work.
| Dec 16, 2013
Why employees don’t trust their leaders
Trust, one of the key elements to productive business relationships, is in short supply these days. An Associated Press-GfK poll discovered that only one-third of Americans say most people can be trusted and nearly two-thirds says “you can’t be too careful” in dealing with people.
| Dec 16, 2013
Construction materials prices remain stable in November
Overall, construction materials prices fell 0.5 percent in November and are up only 1.1 percent year over year, according to the Department of Labor’s Dec. 13 Producer Price Index.