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
| Mar 5, 2012
Perkins Eastman pegs O’Donnell to lead K-12 practice
O’Donnell will continue the leadership and tradition of creative design established by firm Chairman and CEO Bradford Perkins FAIA, MRAIC, AICP in leading this market sector across the firm’s 13 offices domestically and internationally.
| Mar 5, 2012
Moody+Nolan designs sustainable fire station in Cincinnati
Cincinnati fire station achieves LEED Gold certification.
| Mar 5, 2012
Gilbane Building Co. wins top honors at ASA Houston awards ceremony
Gilbane was also named General Contractor of the Year for the seventh time in 11 years and won the inaugural Safety Program of the Year award.
| Mar 5, 2012
Franklin Institute in Philadelphia selects Skanska to construct new pavilion
The building has been designed by SaylorGregg Architects and will apply for LEED Silver certification.
| Mar 2, 2012
By the Numbers
66 skyscrapers to built in China over six years; 1,000 questions in the Modern Architecture game; 21,000 new jobs.
| Mar 1, 2012
Intelligent construction photography, not just pretty pictures
Our expert tells how to organize construction progress photos so you don’t lose track of all the valuable information they contain.
| Mar 1, 2012
AIA: A clear difference, new developments in load-bearing glass
Earn 1.0 AIA/CES learning units by studying this article and successfully completing the online exam.
| Mar 1, 2012
8 tips for architects to consider before LED installation
Lighting experts offer Building Team members critical information to consider before upgrading lighting systems to LEDs.
| Mar 1, 2012
Reconstruction Awards: Reinvesting in a neighborhood’s future
The reconstruction of a near-century-old derelict public works facility in Minneapolis earns LEED Platinum—and the hearts and minds of the neighboring community.
