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
| Jun 17, 2013
DOE launches database on energy performance of 60,000 buildings
The Energy Department today launched a new Buildings Performance Database, the largest free, publicly available database of residential and commercial building energy performance information.
| Jun 14, 2013
First look: Callebaut's eye-popping Möbius building for Taichung arts center
French design firm Vincent Callebaut Architectures has released renderings of "Swallow's Nest," an entry in a design competition for a new cultural center, fine arts museum, and public library in Taichung City, Taiwan. The building, based on a Möbius ring, swirls around a central "Endless Patio."
| Jun 14, 2013
Purdue, industry partners test light steel framing for seismic safety
A partnership of leading earthquake engineering researchers from top U.S. and Canadian universities and design professionals from the steel industry have begun the final phase of a three-year project to increase the seismic safety of buildings that use lightweight cold-formed steel for their primary beams and columns.
| Jun 13, 2013
7 great places that represent excellence in environmental design
An adaptive reuse to create LEED Platinum offices, a park that honors veterans, and a grand national plaza are among the seven projects named winners of the 2013 Great Places Awards. The Environmental Design and Research Association recognize professional and scholarly excellence in environmental design, with special attention paid to the relationship between physical form and human activity or experience.
| Jun 13, 2013
Richard Smith joins Cannon Design Science + Technology practice
Cannon Design, an internationally ranked architectural, engineering and planning firm, is pleased to announce Richard Smith has joined the firm as a Principal. Smith joins the leadership team for Cannon Design’s Science + Technology (S&T) practice and will focus on developing strategies for immediate and long-term growth.
| Jun 13, 2013
Winfrey hired as Health and S&T studio head for SmithGroupJJR Dallas
SmithGroupJJR, one of the nation’s largest architecture, engineering and planning firms, has hired David Winfrey, AIA, LEED AP BD+C, as leader of its Health and Science & Technology Studio at its Dallas, Texas office.
| Jun 13, 2013
WorkingBuildings acquires Specialty Operations Solutions
The WorkingBuildings Companies, a leading provider of comprehensive Owner-based solutions for the built environment, announces the acquisition of Specialty Operations Solutions (SOS), a national provider of research and laboratory services.
| Jun 13, 2013
Health Product Declaration Collaborative names Knott as Executive Director
John L. Knott Jr. has been named as the Health Product Declaration Collaborative’s (www.hpdcollaborative.org) first Executive Director following a national search. The Health Product Declaration Collaborative (HPDC) is a customer-led standards-setting organization committed to the continuous improvement of the building industry’s environmental and health performance, through transparency and innovation in the building product supply chain.
| Jun 13, 2013
AIA partners with industry groups to launch $30,000 'Designing Recovery' design competition
The program will award a total of $30,000 to three winning designs, divided equally between three locations: Joplin, Mo., New Orleans, and New York.
| Jun 12, 2013
More than 90% of New York City schools have code violations
More than 90% of New York City schools have at least one outstanding building code violation. Loose wires, stuck doors and inadequate ventilation are just some of the problems.