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
| Oct 10, 2013
Arthur Gensler to architects: Don't give away your ideas
M. Arthur Gensler, Jr., FAIA, FIIDA, RIBA, founder of the world’s largest architecture firm, Gensler, offered important advice to more than 65 young AEC stars attending BD+C's Under 40 Leadership Summit in San Francisco, which kicked off last night at the Hyatt Regency San Francisco.
| Oct 9, 2013
From power plant to office: Ambler Boiler House conversion
The shell of a 19th-century industrial plant is converted into three levels of modern office space.
| Oct 9, 2013
SOM gets second crack at iconic modernist structure in New York
More than 50 years after SOM completed the Manufacturers Hanover Trust building, the firm is asked to restore and modernize the space.
| Oct 8, 2013
Toronto Maple Leafs arena converted to university recreation facility
Using steel reinforcement and massive box trusses, a Building Team methodically inserts four new floors in the landmark arena while preserving and restoring its historic exterior.
| Oct 7, 2013
Nation's first glass curtain wall exterior restored in San Francisco
The Hallidie Building's glass-and-steel skin is generally recognized as the forerunner of today’s curtain wall facilities.
| Oct 7, 2013
10 award-winning metal building projects
The FDNY Fireboat Firehouse in New York and the Cirrus Logic Building in Austin, Texas, are among nine projects named winners of the 2013 Chairman’s Award by the Metal Construction Association for outstanding design and construction.
| Oct 7, 2013
Progressive steel joist and metal decking design [AIA course]
This three-part course takes a building owner’s perspective on the range of cost and performance improvements that are possible when using a more design-analytical and collaborative approach to steel joist and metal decking construction.
Sponsored | | Oct 7, 2013
Bridging the digital divide between the BIM haves and have nots
There's no doubt that BIM is the future of design. But for many firms, finding a bridge to access rich model data and share it with those typically left on the sidelines can be the difference between winning a bid or not.
| Oct 7, 2013
How to streamline your operations
The average U.S. office worker generates two pounds of paper each day, according to the EPA. Ninety percent of that trash is made up of printed materials: marketing reports, project drafts, copy machine mistakes, and unwanted mail. Here are a few ways AEC firms can streamline their management processes.
| Oct 7, 2013
Reimagining the metal shipping container
With origins tracing back to the mid-1950s, the modern metal shipping container continues to serve as a secure, practical vessel for transporting valuable materials. However, these reusable steel boxes have recently garnered considerable attention from architects and constructors as attractive building materials.
