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
Architects | Dec 18, 2023
Perkins&Will’s new PRECEDE tool provides access to public health data to inform design decisions
Perkins&Will recently launched a free digital resource that allows architects and designers to access key public health data to inform design decisions. The “Public Repository to Engage Community and Enhance Design Equity,” or PRECEDE, centralizes demographic, environmental, and health data from across the U.S. into a geospatial database.
Sports and Recreational Facilities | Dec 15, 2023
San Antonio Spurs’ new practice facility aims to help players win championships and maintain well-being
Designed by ZGF, the Victory Capital Performance Center uses biophilic design to promote better health and wellness on and off the court.
Affordable Housing | Dec 14, 2023
What's next for affordable housing in 2024?
As 2023 draws to a close, GBBN’s Mary Jo Minerich and Amanda Markovic, AIA sat down to talk about the future. What’s next in terms of trends, technology, and construction of affordable housing?
75 Top Building Products | Dec 13, 2023
75 top building products for 2023
From a bladeless rooftop wind energy system, to a troffer light fixture with built-in continuous visible light disinfection, innovation is plentiful in Building Design+Construction's annual 75 Top Products report.
Giants 400 | Dec 12, 2023
Top 35 Veterans Affairs Facility Architecture Firms for 2023
LEO A DALY, Page Southerland Page, Guidon, and HDR top BD+C's ranking of the nation's largest Veterans Affairs facility architecture and architecture/engineering (AE) firms for 2023, as reported in Building Design+Construction's 2023 Giants 400 Report.
Giants 400 | Dec 12, 2023
Top 40 Military Facility Architecture Firms for 2023
Michael Baker International, HDR, Whitman, Requardt & Associates, and Stantec top BD+C's ranking of the nation's largest military facility architecture and architecture/engineering (AE) firms for 2023, as reported in Building Design+Construction's 2023 Giants 400 Report.
Office Buildings | Dec 12, 2023
Transforming workplaces for employee mental health
Lauren Elliott, Director of Interior Design, Design Collaborative, shares practical tips and strategies for workplace renovation that prioritizes employee mental health.
Giants 400 | Dec 11, 2023
Top 150 Local Government Building Architecture Firms for 2023
Gensler, HOK, Stantec, and Skidmore, Owings & Merrill top BD+C's ranking of the nation's largest local government building architecture and architecture/engineering (AE) firms for 2023, as reported in Building Design+Construction's 2023 Giants 400 Report.
Giants 400 | Dec 11, 2023
Top 90 State Government Building Architecture Firms for 2023
Page Southerland Page, Skidmore, Owings & Merrill, Stantec, and NORR top BD+C's ranking of the nation's largest state government building architecture and architecture/engineering (AE) firms for 2023, as reported in Building Design+Construction's 2023 Giants 400 Report.
Codes and Standards | Dec 11, 2023
Washington state tries new approach to phase out fossil fuels in new construction
After pausing a heat pump mandate earlier this year after a federal court overturned Berkeley, Calif.’s ban on gas appliances in new buildings, Washington state enacted a new code provision that seems poised to achieve the same goal.