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
| Apr 18, 2013
Survey seeks info from managers of high-tech facilities
The International Institute for Sustainable Laboratories (I2SL), and Laney College in Oakland California, a National Science Foundation-funded Building Efficiency for a Sustainable Tomorrow (BEST) Center, are collaborating to identify education and training needs and strategies for high-tech facility operators.
| Apr 18, 2013
SOM, CASE team up to launch crowd-sourced apps library
SOM and CASE have formally launched AEC-APPS, the first crowd-sourced, web-based library for applications used by architects, engineers and construction professionals. This is a one-of-a-kind initiative in the AEC Industry and is a non-profit online community that allows digital tool users and toolmakers to share ideas, tips and resources.
| Apr 18, 2013
Calatrava projects encounter issues with water, structure, Guardian says
A dozen years after Calatrava built the spectacular Ysios winery in the rainy Alava region of northern Spain, the building's dramatic, undulating roof continues to let in the damp.
| Apr 17, 2013
Frank Lloyd Wright's Park Avenue showroom demolished
New York loses another architectural gem by Frank Lloyd Wright as new owner razes auto showroom.
| Apr 17, 2013
First look: Renzo Piano's glass-domed motion pictures museum
The Academy of Motion Picture Arts and Sciences last week released preliminary plans for its $300 million Academy of Motion Picture Arts and Sciences museum in Los Angeles, designed by Renzo Piano and local architect Zoltan Pali.
| Apr 16, 2013
5 projects that profited from insulated metal panels
From an orchid-shaped visitor center to California’s largest public works project, each of these projects benefited from IMP technology.
| Apr 16, 2013
AIA/NCARB survey shows rosier picture for emerging professionals
In 2010, the AIA/NCARB Internship and Career Survey of emerging professionals took a snapshot of young designers during a time ofintense economic contraction, when they were often the first to suffer. But in the two years since, emerging professionals have begun experiencing a rebound.
| Apr 15, 2013
Seattle school certified as world's fourth Living Building
Bertschi School, an independent elementary school in the Capitol Hill neighborhood of Seattle, Wash., is now home to the first Living Building on the West Coast and the world’s fourth fully-certified Living Building.
| Apr 15, 2013
Advanced lighting controls and exterior tactics for better illumination - AIA/CES course
To achieve the goals of sustainability and high performance, stakeholders in new construction and renovation projects must rein in energy consumption, including lighting. This course presents detailed information about lighting control strategies that contribute to energy efficient buildings and occupant well-being, as well as tips for lighting building exteriors effectively and efficiently.
| Apr 15, 2013
eBay, Microsoft, Walt Disney World among keynote speakers for 2013 SMPS Conference, July 31 – August 2 in Orlando
The Society for Marketing Professional Services (SMPS) is pleased to announce the keynote speakers for ?Build Business: Dream Big!,? its 2013 conference to be held July 31 – August 2 at the Walt Disney World® Swan and Dolphin in Orlando.
