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
| Feb 13, 2012
New medical city unveiled in Abu Dhabi
SOM’s design for the 838-bed, three-million-square foot complex creates a new standard for medical care in the region.
| Feb 10, 2012
Task force addresses questions regarding visually graded Southern Pine lumber
Answers address transition issues, how to obtain similar load-carrying capabilities, and why only some grades and sizes are affected at this time.
| Feb 10, 2012
Atlanta Housing Authority taps Johnson Controls to improve public housing efficiency
Energy-efficiency program to improve 13 senior residential care facilities and save nearly $18 million.
| Feb 10, 2012
Besculides joins New York Office of Perkins Eastman as associate principal
Besculides joins with more than 17 years’ experience in design, business development, and account management for the government, healthcare, and corporate practice areas with a particular focus on the financial and media sectors.
| Feb 10, 2012
Mortenson Construction research identifies healthcare industry and facility design trends
The 2012 Mortenson Construction Healthcare Industry Study includes insights and perspectives regarding government program concerns, the importance of lean operations, flexible facility design, project delivery trends, improving patient experience, and evidence-based design.
| Feb 10, 2012
LAX Central Utility Plant project tops out
Construction workers placed the final structural steel beam atop the Plant, which was designed with strict seismic criteria to help protect the facility and airport utilities during an earthquake.
| Feb 8, 2012
Nauset completes addition and renovation for Winchester senior living community
Theater, library, fitness center, and bistro enhance facility.
| Feb 8, 2012
Mega-malls expanding internationally
Historically, malls have always been the icons of America – the first mall ever was built in Minneapolis in 1956.
| Feb 8, 2012
World’s tallest solar PV-installation
The solar array is at the elevation of 737 feet, making the building the tallest in the world with a solar PV-installation on its roof.
| Feb 7, 2012
AIA introduces seven new contract documents to Documents-On-Demand service??
AIA Contract Documents are widely-used standard form contracts among the building industry to support construction and design projects.
