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
| Nov 14, 2014
What college students want in their living spaces
In a recent workshop with 62 college students, architects from Little explored the changing habits and preferences of today's students, and how those changes affect their living spaces.
| Nov 14, 2014
JetBlue opens Gensler-designed International Concourse at JFK
The 175,000-sf extension includes the conversion of three existing gates to international swing gates, and the addition of three new international swing gates.
Sponsored | | Nov 12, 2014
Eye-popping façade highlights renovation, addition at Chaffin Junior High School
The new distinctive main entrance accentuates the public face of the school with an aluminum tube “baguette” system.
| Nov 12, 2014
Collaboration as competitive advantage
A collaborative planning and design process may seem like a common-sense goal, but the concept can be a challenge to achieve in the fragmented AEC industry. SPONSORED BLOG
Sponsored | | Nov 12, 2014
Williams Scotsman plugs into the jobsite
Many of our customers conduct important business from their temporary modular jobsite office and most require access to technology to get their job done effectively and efficiently. SPONSORED CONTENT
| Nov 12, 2014
Chesapeake Bay Foundation completes uber-green Brock Environmental Center, targets Living Building certification
More than a decade after opening its groundbreaking Philip Merrill Environmental Center, the group is back at it with a structure designed to be net-zero water, net-zero energy, and net-zero waste.
| Nov 12, 2014
Refocusing the shifted line
A recent trend in the practice of architecture that I’ve been noticing is the blurring of responsibility between design and construction coordination. I’m not sure why this trend began, but the subject is worth exploring, writes FXFOWLE's Mark Nusbaum.
| Nov 12, 2014
Designs by three finalists for new Beethoven concert hall unveiled
David Chipperfield and Valentiny are among the finalists for a new concert hall being built to commemorate Beethoven’s 250th birthday in his hometown of Bonn, Germany.
| Nov 12, 2014
Forbes: Houston is America's #1 construction hotspot
A new list of America's 20 biggest boomtowns shows Houston on top, with New York City close behind, followed by Dallas, Washington, D.C., and Los Angeles.
| Nov 11, 2014
Must see: Artist pairs up Hollywood icons with famous modern architecture
In his latest series, Federico Babina illustrated 17 iconic Hollywood personalities, from Marilyn Monroe to Michael Caine, interacting with famous 20th century homes.
