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 21, 2014
Architecture Billings Index in the negative for second consecutive month
The March ABI score was 49.6, up slightly from a mark of 48.8 in March, but still below the growth threshold of 50.
| May 20, 2014
Kinetic Architecture: New book explores innovations in active façades
The book, co-authored by Arup's Russell Fortmeyer, illustrates the various ways architects, consultants, and engineers approach energy and comfort by manipulating air, water, and light through the layers of passive and active building envelope systems.
| May 20, 2014
Using fire-rated glass in exterior applications
Fire-rated glazing and framing assemblies are just as beneficial on building exteriors as they are on the inside. But knowing how to select the correct fire-rated glass for exterior applications can be confusing. SPONSORED CONTENT
| May 20, 2014
World's best new skyscrapers: Renzo Piano's The Shard, China's 'doughnut hotel' voted to Emporis list
Eight other high-rise projects were named Emporis Skyscraper Award winners, including DC Tower 1 by Dominique Perrault Architecture and Tour Carpe Diem by Robert A.M. Stern.
| May 19, 2014
What can architects learn from nature’s 3.8 billion years of experience?
In a new report, HOK and Biomimicry 3.8 partnered to study how lessons from the temperate broadleaf forest biome, which houses many of the world’s largest population centers, can inform the design of the built environment.
| May 19, 2014
Why e-commerce won't kill 'bricks and mortar' retail sector
Despite emerging structural challenges and newly-announced store closings, such as those of Radio Shack and Office Depot, the U.S. retail sector has continued on its solid recovery.
| May 16, 2014
BoA, USGBC to offer $25,000 grants for green affordable housing projects
The Affordable Green Neighborhoods Grant Program will offer 14 grants to developers of affordable housing in North America who are committed to building sustainable communities through the LEED for Neighborhood Development program.
| May 16, 2014
Toyo Ito leads petition to scrap Zaha Hadid's 2020 Olympic Stadium project
Ito and other Japanese architects cite excessive costs, massive size, and the project's potentially negative impact on surrounding public spaces as reasons for nixing Hadid's plan.
| May 15, 2014
Paints, coatings, and sealants: 10 new ways to seal the deal
Color-shifting finishes, dry-erase surfaces, and stain-blocking paints are highlighted in this round up of new offerings in paints, coatings, sealants, and finishes.
| May 15, 2014
Biking to work up by 60 percent, according to Census Bureau report
Many U.S. cities are seeing an increase in bicycle commuters, according to new a U.S. Census Bureau report. While bicyclists still account for just 0.6% of all commuters, some of the nation's largest cities have more than doubled their rates since 2000.
