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
| Sep 9, 2014
Using Facebook to transform workplace design
As part of our ongoing studies of how building design influences human behavior in today’s social media-driven world, HOK’s workplace strategists had an idea: Leverage the power of social media to collect data about how people feel about their workplaces and the type of spaces they need to succeed.
| Sep 9, 2014
Ranked: Top religious sector AEC firms [2014 Giants 300 Report]
Brasfield & Gorrie, Gensler, and Jacobs top BD+C's rankings of the nation's largest religious sector design and construction firms, as reported in the 2014 Giants 300 Report.
| Sep 9, 2014
Take a look at the hardhat of the future
A Los Angeles-based startup added augmented reality technology to a hardhat, creating a smart helmet.
| Sep 9, 2014
Frank Lloyd Wright's Annie Pfeiffer Chapel brought back to life using 3D printing
Restoration of the Frank Lloyd Wright-designed chapel was made possible (and affordable) thanks to 3D printing.
| Sep 8, 2014
First Look: Foster + Partners, Fernando Romero win competition for Mexico City's newest international airport
Designed to be the world’s most sustainable airport, the plan uses a single, compact terminal scheme in lieu of a cluster of buildings, offering shorter walking distances and fewer level changes, and eliminating the need for trains and tunnels.
| Sep 8, 2014
Trimble acquires Gehry Technologies, aims to create tools for linking office and job site
Trimble and Frank Gehry announced that they have entered into a strategic alliance to collaborate to transform the construction industry by further connecting the office to on-site construction technologies. As part of the alliance, Trimble has acquired Gehry Technologies.
| Sep 7, 2014
Ranked: Top state government sector AEC firms [2014 Giants 300 Report]
PCL Construction, Stantec, and AECOM head BD+C's rankings of the nation's largest state government design and construction firms, as reported in the 2014 Giants 300 Report.
| Sep 7, 2014
Hybrid healthcare: Revamping inefficient inpatient units to revenue-producing outpatient care
It's happening at community hospitals all over America: leadership teams are looking for ways to maintain margins by managing underutilized and non-revenue producing space. GS&P's David Magner explores nontraditional healthcare models.
| Sep 7, 2014
USGBC + American Chemistry Council: Unlikely partners in green building
In this new partnership, LEED will benefit from the materials expertise of ACC and its member companies. We believe this has the potential to be transformational, writes Skanska USA's President and CEO Michael McNally.
| Sep 7, 2014
Behind the scenes of integrated project delivery — successful tools and applications
The underlying variables and tools used to manage collaboration between teams is ultimately the driving for success with IPD, writes CBRE Healthcare's Megan Donham.
