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
Museums | Sep 9, 2015
Bauhaus Museum Dessau names two design winners
The German museum chose one sleek, no-nonsense concept and one colorful, complex entry.
Giants 400 | Sep 8, 2015
RETAIL SECTOR GIANTS: Callison RTKL, PCL Construction, Jacobs among top retail sector AEC firms
BD+C's rankings of the nation's largest retail sector design and construction firms, as reported in the 2015 Giants 300 Report
BIM and Information Technology | Sep 7, 2015
The power of data: How AEC firms and owners are using analytics to transform design and construction
Case’s bldgs = data conference highlighted how collecting data about personal activities can inform design and extend the power of BIM/VDC.
Sponsored | Architects | Sep 4, 2015
Sydney-based Architectural Firm Dramatically Increases Productivity
ArchiOffice enables the firm to spend less time on managing projects by providing relevant information in one place.
Industrial Facilities | Sep 3, 2015
DATA CENTER SECTOR GIANTS: Fluor, Gensler, Holder Construction among top data center AEC firms
BD+C's rankings of the nation's largest data center sector design and construction firms, as reported in the 2015 Giants 300 Report
High-rise Construction | Sep 3, 2015
Rafael Viñoly's 'Walkie-Talkie' tower named U.K.'s worst new building
The curved, glass tower at 20 Fenchurch Street in London has been known to reflect intense heat onto the streets below (in one instance damaging a car) and cause severe wind gusts.
Airports | Aug 31, 2015
Surveys gauge users’ satisfaction with airports
Several surveys gauge passenger satisfaction with airports, as flyers and airlines weigh in on technology, security, and renovations.
Airports | Aug 31, 2015
Small and regional airports in a dogfight for survival
Small and regional airports are in a dogfight for survival. Airlines have either cut routes to non-hub markets, or don’t provide enough seating capacity to meet demand.
Airports | Aug 31, 2015
Airports expand rental car facilities to ease vehicular traffic at their terminals
AEC teams have found fertile ground in building or expanding consolidated rental car facilities, which are the No. 1 profit centers for most airports.
Airports | Aug 31, 2015
Experts discuss how airports can manage growth
In February 2015, engineering giant Arup conducted a “salon” in San Francisco on the future of aviation. This report provides an insight into their key findings.
