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
| Aug 11, 2010
AGC unveils comprehensive plan to revive the construction industry
The Associated General Contractors of America unveiled a new plan today designed to revive the nation’s construction industry. The plan, “Build Now for the Future: A Blueprint for Economic Growth,” is designed to reverse predictions that construction activity will continue to shrink through 2010, crippling broader economic growth.
| Aug 11, 2010
New AIA report on embassies: integrate security and design excellence
The American Institute of Architects (AIA) released a new report to help the State Department design and build 21st Century embassies.
| Aug 11, 2010
Section Eight Design wins 2009 Open Architecture Challenge for classroom design
Victor, Idaho-based Section Eight Design beat out seven other finalists to win the 2009 Open Architecture Challenge: Classroom, spearheaded by the Open Architecture Network. Section Eight partnered with Teton Valley Community School (TVCS) in Victor to design the classroom of the future. Currently based out of a remodeled house, students at Teton Valley Community School are now one step closer to getting a real classroom.
| Aug 11, 2010
High-profit design firms invest in in-house training
Forty-three percent of high-profit architecture, engineering, and environmental consulting firms have in-house training staff, according to a study by ZweigWhite. The 2008-2009 Successful Firm Survey reports that only 36% of firms overall have in-house training staff. In addition, 52% of high-profit firms use an online training system or service.
| Aug 11, 2010
Help Wanted: Architect for $100 million 'Discovery Park' in Union City, Tennessee
The Robert E. and Jenny D. Kirkland Foundation is identifying architects interested in designing a 50-acre, multi-million dollar complex in Union City, TN. Discovery Park of America will be a world-class, multi-faceted venue presenting exhibits and interactive experiences about history, nature, art, and science.
| Aug 11, 2010
Report: Fraud levels fall for construction industry, but companies still losing $6.4 million on average
The global construction, engineering and infrastructure industry saw a significant decline in fraud activity with companies losing an average of $6.4 million over the last three years, according to the latest edition of the Kroll Annual Global Fraud Report, released today at the Association of Corporate Counsel’s 2009 Annual Meeting in Boston. This new figure represents less than half of last year’s amount of $14.2 million.