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
Sponsored | | Jul 17, 2014
A major hop forward
The construction of efficient metal buildings has helped Perrault Farms expand its hops-harvesting business.
| Jul 17, 2014
22 land questions to decide if your build site works
When you’re ready to build, land needs a serious amount of attention. Since it can singlehandedly shift your building plans, land must be investigated, questioned, and eyed from every angle. SPONSORED CONTENT
| Jul 16, 2014
Mergers and acquisitions of AE firms on track for strong year in 2014
Through the first six months of 2014, Morrissey Goodale tracked 101 sales of U.S.-based architecture and engineering firms, roughly the same amount as during the first six months of 2013.
| Jul 16, 2014
Ware Malcomb announces New Jersey office expansion
Architecture and design firm also honored for commercial real estate projects in New Jersey.
| Jul 16, 2014
Learning design fundamentals in the digital age – How to balance learning and technology
My colleague and I were once asked an insightful question by a Civil Engineering Professor that sparked an interesting conversation. He’d been told about our software by some of his students who had used it during their summer internship. SPONSORED CONTENT
| Jul 16, 2014
Check out this tree-like skyscraper concept for vertical farming
Aprilli Design Studio has stepped forward with a new idea for a vertical farm, which is intended to resemble a giant tree. It uses lightweight decks as outdoor growing space, adding up to about 25 acres of space.
| Jul 16, 2014
User input on aquatics center keeps students in the swim [2014 Building Team Awards]
Collaborative spirit abounds in the expansion and renovation of a high school pool facility in suburban Chicago.
| Jul 16, 2014
Nonresidential construction starts up 34% in June
Construction starts for nonresidential work saw a surge in June, rising more than a third compared with the previous month, according to Reed Construction Data.
| Jul 16, 2014
ASHRAE, IAQA team up to improve resources on indoor air quality
Indoor Air Quality Association will become part of the ASHRAE organization while maintaining its own brand and board; HQ will relocate to Atlanta.
| Jul 15, 2014
Michael Graves talks with Washington Post about new design eye from life in a wheelchair
Celebrated American architect Michael Graves sits with the Washington Post to talk about how being on a wheelchair changed the way he focuses on design.
