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
| Apr 11, 2012
C.W. Driver completes Rec Center on CSUN campus
The state-of-the-art fitness center supports university’s goal to encourage student recruitment and retention.
| Apr 10, 2012
JE Dunn completes two medical office buildings at St. Anthony’s Lakewood, Colo. campus
Designed by Davis Partnership Architects, P.C., Medical Plaza 1 and 2 are four-story structures totaling 96,804-sf and 101,581-sf respectively.
| Apr 10, 2012
THINK [about architecture] Scholarship enters 15th year
Students are invited to submit two-minute creative videos that illustrate how they interact with their school's design and what the space makes possible.
| Apr 10, 2012
Structured Development & Bucksbaum close on new retail site in Chicago
The site is the location of New City, a mixed-use development that will feature 370,000-sf of retail space and 280 residential rental units.
| Apr 10, 2012
Moriarty & Associates selected as GC for Miami’s BrickellHouse Condo
Construction of the 46-story development is schedule to get underway this summer and be completed in 2014.
| Apr 6, 2012
Flat tower green building concept the un-skycraper
A team of French designers unveil the “Flat Tower” design, a second place winner in the 2011 eVolo skyscraper competition.
| Apr 6, 2012
National Association of Women in Construction forum to be hosted in Philadelphia
The April Forum, titled “Declare your Independence!” will feature educational sessions on topics ranging from Managing the Generation Gap and Dealing with Contract language across state borders to Strategic and Succession Planning.
| Apr 6, 2012
Rooftop solar energy program wins critical approval from L.A. city council
Los Angeles Business Council applauds decision allowing LADWP to create new national model for rooftop solar energy
