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
| Jan 21, 2011
Nothing dinky about these residences for Golden Gophers
The Sydney Hall Student Apartments combines 125 student residences with 15,000 sf of retail space in the University of Minnesota’s historic Dinkytown neighborhood, in Minneapolis.
| Jan 21, 2011
Revamped hotel-turned-condominium building holds on to historic style
The historic 89,000-sf Hotel Stowell in Los Angeles was reincarnated as the El Dorado, a 65-unit loft condominium building with retail and restaurant space. Rockefeller Partners Architects, El Segundo, Calif., aimed to preserve the building’s Gothic-Art Nouveau combination style while updating it for modern living.
| Jan 21, 2011
Sustainable history center exhibits Fort Ticonderoga’s storied past
Fort Ticonderoga, in Ticonderoga, N.Y., along Lake Champlain, dates to 1755 and was the site of battles in the French and Indian War and the American Revolution. The new $20.8 million, 15,000-sf Deborah Clarke Mars Education Center pays homage to the French magasin du Roi (the King’s warehouse) at the fort.
| Jan 21, 2011
Library planned for modern media enthusiasts
The England Run Library, a new 30,000-sf glass, brick, and stone building, will soon house more than 100,000 books and DVDs. The Lukmire Partnership, Arlington, Va., designed the Stafford County, Va., library, the firm’s fourth for the Central Rappahannock Library System, to combine modern library-browsing trends with traditional library services.
| Jan 21, 2011
Virginia community college completes LEED Silver science building
The new 60,000-sf science building at John Tyler Community College in Midlothian, Va., just earned LEED Silver, the first facility in the Commonwealth’s community college system to earn this recognition. The facility, designed by Burt Hill with Gilbane Building Co. as construction manager, houses an entire floor of laboratory classrooms, plus a new library, student lounge, and bookstore.
| Jan 21, 2011
Upscale apartments offer residents a twist on modern history
The Goodwynn at Town: Brookhaven, a 433,300-sf residential and retail building in DeKalb County, Ga., combines a historic look with modern amenities. Atlanta-based project architect Niles Bolton Associates used contemporary materials in historic patterns and colors on the exterior, while concealing a six-level parking structure on the interior.
| Jan 21, 2011
Music festival’s new home showcases scenic setting
Epstein Joslin Architects, Cambridge, Mass., designed the Shalin Liu Performance Center in Rockport, Mass., to showcase the Rockport Chamber Music Festival, as well at the site’s ocean views.
| Jan 20, 2011
Worship center design offers warm and welcoming atmosphere
The Worship Place Studio of local firm Ziegler Cooper Architects designed a new 46,000-sf church complex for the Pare de Sufrir parish in Houston.
| Jan 20, 2011
Construction begins on second St. Louis community center
O’Fallon Park Recreation Complex in St. Louis, designed by local architecture/engineering firm KAI Design & Build, will feature an indoor aquatic park with interactive water play features, a lazy river, water slides, laps lanes, and an outdoor spray and multiuse pool.
| Jan 19, 2011
Industrial history museum gets new home in steel plant
The National Museum of Industrial History recently renovated the exterior of a 1913 steel plant in Bethlehem, Pa., to house its new 40,000-sf exhibition space. The museum chose VOA Associates, which is headquartered in Chicago, to complete the design for the exhibit’s interior. The exhibit, which has views of five historic blast furnaces, will feature artifacts from the Smithsonian Institution to illustrate early industrial America.
