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
Sponsored | | Oct 14, 2014
3 color trends drive new commercial exterior color collections
Collectively as a society, we help create color trends, which shape our businesses, recreational facilities, healthcare centers, and civic buildings. These iconic colors are now appearing in Valspar's new color collections. SPONSORED CONTENT
| Oct 14, 2014
Get inspired with the top 10 TED talks about cities
The TED talks, none of which are longer than 20 minutes, feature speakers such as architect Moshe Safdie, Rio de Janeiro Major Eduardo Paes, and animal behaviorist Amanda Burden.
| Oct 14, 2014
Proven 6-step approach to treating historic windows
This course provides step-by-step prescriptive advice to architects, engineers, and contractors on when it makes sense to repair or rehabilitate existing windows, and when they should advise their building owner clients to consider replacement.
| Oct 14, 2014
Richard Meier unveils design for his first tower in Taiwan
Taiwan will soon have its first Richard Meier building, a 535-foot apartment tower in Taichung City, the country’s third-largest city.
| Oct 13, 2014
The mindful workplace: How employees can manage stress at the office
I have spent the last several months writing about healthy workplaces. My research lately has focused on stress—how we get stressed and ways to manage it through meditation and other mindful practices, writes HOK's Leigh Stringer.
| Oct 13, 2014
Debunking the 5 myths of health data and sustainable design
The path to more extensive use of health data in green building is blocked by certain myths that have to be debunked before such data can be successfully incorporated into the project delivery process.
Sponsored | | Oct 13, 2014
The problem with being a customer-centric organization
Kristof De Wulf, CEO of InSites Consulting, argues that the effects of customer-centricity typically don’t endure, leading only to temporary improvements in company performance. SPONSORED CONTENT
Sponsored | | Oct 13, 2014
CLT, glulam deliver strength, low profile, and aesthetics for B.C. office building
When he set out to design his company’s new headquarters building on Lakeshore Road in scenic Kelowna, B.C., Tim McLennan of Faction Projects knew quickly that cross-laminated timber was an ideal material.
Sponsored | | Oct 13, 2014
Think you can recognize a metal building from the outside?
It’s getting more and more difficult to spot a metal building these days. What looks like brick, stucco or wood on the outside could actually be a metal building in disguise. SPONSORED CONTENT
Sponsored | | Oct 13, 2014
Liberty Utilities protects installers with Viega MegaPress
Liberty Utilities of New Hampshire wanted a way to keep its installers safe without compromising the quality of their installations, which is why the utility provider decided to start installing Viega MegaPress. SPONSORED CONTENT
