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
| Jun 10, 2013
Lake Washington STEM school combines modular and site-built construction to meet ambitious schedule
When the Lake Washington School District outside Seattle needed a new high school built on an ambitious permitting and construction schedule of seven months, modular construction proved to be an ideal solution.
| Jun 7, 2013
Must see: Building façade made of massive concrete drain pipes
Looking to create a unique atmosphere using natural materials for the Prahran Hotel pub near Melbourne, local architect Techné Architects cleverly incorporated a series of concrete sewer pipes into the building's main façade.
| Jun 7, 2013
40 Under 40 retrospective: Where are they now?
Every month we’ll be catching up with past 40 Under 40 honorees to see what they’ve been up to since winning the award. This month we focus on a construction manager and a healthcare designer.
| Jun 7, 2013
First look: University of Utah's ‘teaching hospital for law’
The University of Utah broke ground on its cutting-edge College of Law building, which will facilitate new approaches to legal education based on more hands-on learning and skills training.
| Jun 7, 2013
First look: Austin breaks ground on 'light-filled' Central Library
The design scheme by Lake|Flato and Shepley Bulfinch incorporates reading "porches" and a light-filled, six-story atrium.
| Jun 5, 2013
USGBC: Free LEED certification for projects in new markets
In an effort to accelerate sustainable development around the world, the U.S. Green Building Council is offering free LEED certification to the first projects to certify in the 112 countries where LEED has yet to take root.
| Jun 4, 2013
SOM research project examines viability of timber-framed skyscraper
In a report released today, Skidmore, Owings & Merrill discussed the results of the Timber Tower Research Project: an examination of whether a viable 400-ft, 42-story building could be created with timber framing. The structural type could reduce the carbon footprint of tall buildings by up to 75%.
| Jun 4, 2013
Notification reinvented: SimplexGrinnell introduces revolutionary family of intelligent notification appliances
Simplex TrueAlert ES uses addressable technology to improve protection, simplify installation and reduce operating costs.
| Jun 3, 2013
6 residential projects named 'best in housing design' by AIA
The Via Verde mixed-use development in Bronx, N.Y., and a student housing complex in Seattle are among the winners of AIA's 2013 Housing Awards.
| Jun 3, 2013
Trifecta of awards recognize Vision/Rubenstein campus, Bayer Healthcare HQ
When Vision Equities, LLC and Rubenstein Partners purchased the 200-acre former Alcatel-Lucent campus in Whippany a little more than two years ago, the partnership recognized the property’s potential to serve as a benchmark infill revitalization for the State of New Jersey.