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
| May 23, 2012
MBI Modular Construction Campus Launched on BDCUniversity.com
White Papers, Case Studies, Industry Annual Reports, published articles and more are offered.
| May 23, 2012
Gifford joins Perkins Eastman as principal
Design and planning expertise in science, technology, education, and healthcare.
| May 23, 2012
McRitchie joins McCarthy Building as VP, commercial services in southern California
McRitchie brings more than 18 years of experience in the California construction marketplace.
| May 23, 2012
Arizona Army National Guard Readiness Center awarded LEED Silver
LEED certification of the AZ ARNG Readiness Center was based on a number of green design and construction features SAIC implemented that positively impacted the project and the broader community.
| May 23, 2012
New hospitals invest in data centers to manage growth in patient info
Silver Cross became one of the first hospitals to install patient tracking software so families know where a patient is at all times. New communication equipment supports wireless voice and data networks throughout the hospital, providing access to patients and their families while freeing clinicians to use phones and computers where needed instead of based on location.
| May 23, 2012
Summit Design+Build selected as GC for Chicago restaurant
Little Goat will truly be a multifunctional space. Construction plans include stripping the 10,000 sq. ft. building down to the bare structure everywhere, the installation of a new custom elevator and adding square footage at the second floor with an addition.
| May 22, 2012
Batson-Cook names Partin VP of Business Development
Partin joins general contractor from Georgia Hospital Association.
| May 22, 2012
Casaccio Architects and GYA Architects join to form Casaccio Yu Architects
Architects Lee A. Casaccio, AIA, LEED AP, and George Yu, AIA, share leadership of the new firm.
| May 22, 2012
O’Connell Robertson acquires Mitchell Design Consultancy
Mary Ann A. Mitchell, AIA, IIDA, MDC principal and founder, joins O’Connell Robertson as part of the acquisition.
| May 21, 2012
$61,000 awarded to students in Cleveland’s ACE Mentor Program
Mayor Frank G. Jackson gives keynote address at scholarship event for 80 Cleveland Metropolitan School District students involved in the ACE Mentor Program, which provides guidance and assistance for students interested in careers in the integrated construction industry.