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 11, 2012
Chapter 9 The Key to Commissioning That Works? It Never Stops
Why commissioning for existing and renovated buildings needs to be continuous to be effective.
| May 11, 2012
Chapter 8 High-Performance Reconstruction and Historic Preservation: Conflict and Opportunity
What historic preservationists and energy-performance advocates can learn from each other.
| May 11, 2012
VFA to acquire Altus Group's Capital Planning division
Strategic move strengthens VFA's facilities capital planning market osition in North America.
| May 11, 2012
Betz promoted to senior vice president for McCarthy’s San Diego Office
He will oversee client relations, estimating, office operations and personnel as well as integration of the company’s scheduling, safety and contracts departments.
| May 11, 2012
CRSI appoints Brace chairman
Stevens also elected to board of directors and vice-chair.
| May 11, 2012
Dempster named to AIA College of Fellows
Altoon Partners’ technical and construction services leader honored for his contributions.
| May 11, 2012
AIA launches education and training portal
New portal to host Contract Documents training, education resources in one convenient place.
| May 10, 2012
Chapter 7 When Modern Becomes Historic: Preserving the Modernist Building Envelope
This AIA CES Discovery course explores the special reconstruction questions posed by Modern-era buildings.
| May 10, 2012
Chapter 6 Energy Codes + Reconstructed Buildings: 2012 and Beyond
Our experts analyze the next generation of energy and green building codes and how they impact reconstruction.
| May 10, 2012
Chapter 5 LEED-EB and Green Globes CIEB: Rating Sustainable Reconstruction
Certification for existing buildings under these two rating programs has overtaken that for new construction.