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
| Sep 17, 2013
AIA sees uptick in architecture billings for August
AIA's Architecture Billings Index was 53.8 in August, up from 52.7 the previous month, signaling increased demand for design services nationwide. The West and Northeast regions saw the biggest ABI gains last month.
| Sep 17, 2013
First look: BIG+MVVA proposal for Pier 6 at Brooklyn Bridge Park
BIG’s proposal for Brooklyn Bridge Park, a project that has revitalized the New York City waterfront, consists of a 6,000 ft2 (560 m2) triangular cross-laminated timber structure, serving both as pavilion and platform. Sloping upwards 17.5 feet (5.3 m) in height from the foot of the large gathering lawn, the platform provides magnificent views of the surrounding harbor, the Statue of Liberty, the Manhattan skyline, and the Brooklyn Bridge.
| Sep 17, 2013
World's first 'invisible' tower planned in South Korea
The 1,476-foot-tall structure will showcase Korean cloaking technology that utilizes an LED façade fitted with optical cameras that will display the landscape directly behind the building, thus making it invisible.
| Sep 17, 2013
Complex stained glass restoration under way on Wisconsin Capitol Building
Work is under way at the Wisconsin State Capitol on an extensive $2.7 million, 14-month renovation to the skylights above the House and Senate chambers, along with the barrel vault skyline above the grand staircase and the panels in the rotunda dome.
| Sep 16, 2013
Study analyzes effectiveness of reflective ceilings
Engineers at Brinjac quantify the illuminance and energy consumption levels achieved by increasing the ceiling’s light reflectance.
| Sep 16, 2013
Does brainstorming work?
The idea-generating process known as brainstorming has come under some intense fire recently. Critics contend that it suspends much-needed criticism and conflict while suppressing the creative ideas of introverts.
| Sep 16, 2013
Passive solar, enhanced envelope crucial to Univ. of Illinois net-zero project
Passive solar strategies and an enhanced envelope are keys to achieving net-zero on the new 230,000 sf Department of Electrical and Computer Engineering building at the University of Illinois at Urbana-Champaign.
| Sep 16, 2013
Forty-three percent of energy leaders will invest more in efficiency next year (infographic)
Forty-three percent of energy leaders say their investment in energy efficiency next year is projected to be more than it was last year, according to survey results released today by Schneider Electric. Twenty-two percent said their projected investment would stay the same, and 10 percent reported their investment would be less than last year.
| Sep 16, 2013
Forty-three percent of energy leaders will invest more in efficiency next year (infographic)
Forty-three percent of energy leaders say their investment in energy efficiency next year is projected to be more than it was last year, according to survey results released today by Schneider Electric. Twenty-two percent said their projected investment would stay the same, and 10 percent reported their investment would be less than last year.
| Sep 16, 2013
Construction spending hits four-year high in July: AGC report
Total construction spending hit a four-year high in July as private residential and nonresidential activity increased while public spending declined, according to an analysis of new Census Bureau data by the Associated General Contractors of America. Association officials urged lawmakers in Washington to make infrastructure investment a top federal priority before funding runs out at the end of September.
