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
| Oct 4, 2011
GREENBUILD 2011: Two new recycled glass products announced
The two collections offer both larger and smaller particulates.
| Oct 4, 2011
GREENBUILD 2011: Mythic Paint launches two new paint products
A high performance paint, and a combination paint and primer now available.
| Oct 4, 2011
GREENBUILD 2011: Wall protection line now eligible to contribute to LEED Pilot Credit 43
The Cradle-to-Cradle Certified Wall Protection Line offers an additional option for customers to achieve LEED project certification.
| Oct 3, 2011
Magellan Development Group opens Village Market in Chicago’s Lakeshore East neighborhood
Magellan Development Group and Hanwha Engineering & Construction are joint-venture development partners on the project. The Village Market was designed for Silver LEED certification by Loewenberg Architects and built by McHugh Construction.
| Oct 3, 2011
Balance bunker and Phase III projects breaks ground at Mitsubishi Plant in Georgia
The facility, a modification of similar facilities used by Mitsubishi Heavy Industries, Inc. (MHI) in Japan, was designed by a joint design team of engineers and architects from The Austin Company of Cleveland, Ohio, MPSA and MHI.
| Oct 3, 2011
Cauceglia to lead Allsteel’s global accounts
Cauceglia is responsible for developing new global business strategies and expanding existing business within the Fortune 500 sector.
| Sep 30, 2011
BBS Architects & Engineers completes welcoming center at St. Charles Resurrection Cemetery
The new structure serves as the cemetery's focal architectural point and center of operations.
| Sep 30, 2011
Design your own floor program
Program allows users to choose from a variety of flooring and line accent colors to create unique floor designs to complement any athletic facility.
| Sep 30, 2011
AAMA offers electronic technical documents with launch of virtual library
This new program offers a system for members to purchase annual licenses in order to offer electronic versions of AAMA publications in an effort to make AAMA’s technical information resources more readily available to their employees.
