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. Â
The Foundationâs 2018 research project will explore the brain science behind client decision making behavior. That is, why do your clientsâreal estate developers, building owners, university leaders, school district officials, healthcare operators, etc.âmake 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?
Hereâs 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 makingâhow 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. Â
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
| Aug 11, 2010
Polshek Partnership unveils design for University of North Texas business building
New York-based architect Polshek Partnership today unveiled its design scheme for the $70 million Business Leadership Building at the University of North Texas in Denton. Designed to provide UNTâs 5,400-plus business majors the highest level of academic instruction and professional training, the 180,000-sf facility will include an open atrium, an internet cafĂ©, and numerous study and tutoring roomsâall designed to help develop a spirit of collaboration and team-oriented focus.
| Aug 11, 2010
University of Florida aiming for nationâs first LEED Platinum parking garage
If all goes as planned, the University of Floridaâs new $20 million Southwest Parking Garage Complex in Gainesville will soon become the first parking facility in the country to earn LEED Platinum status. Designed by the Boca Raton office of PGAL to meet criteria for the highest LEED certification category, the garage complex includes a six-level, 313,000-sf parking garage (927 spaces) and an attached, 10,000-sf, two-story transportation and parking services office building.
| Aug 11, 2010
GSA celebrates 60th anniversary
The U.S. General Services Administration today is commemorating its 60th anniversary as it engages in one of its its most challenging assignments everâhelping to achieve the goals of the American Recovery and Reinvestment Act.
| Aug 11, 2010
Draft NIST report on Cowboys practice facility collapse released for public comment
A fabric-covered, steel frame practice facility owned by the National Football Leagueâs Dallas Cowboys collapsed under wind loads significantly less than those required under applicable design standards, according to a report released today for public comment by the Commerce Department's National Institute of Standards and Technology (NIST).
| Aug 11, 2010
Callison, MulvannyG2 among nation's largest retail design firms, according to BD+C's Giants 300 report
A ranking of the Top 75 Retail Design Firms based on Building Design+Construction's 2009 Giants 300 survey. For more Giants 300 rankings, visit http://www.BDCnetwork.com/Giants
| Aug 11, 2010
USGBC honors Brad Pitt's Make It Right New Orleans as the âlargest and greenest single-family community in the worldâ
U.S. Green Building Council President, CEO and Founding Chair Rick Fedrizzi today declared that the neighborhood being built by Make It Right New Orleans, the post-Katrina housing initiative launched by actor Brad Pitt, is the âlargest and greenest community of single-family homes in the worldâ at the annual Clinton Global Initiative meeting in New York.
| Aug 11, 2010
AIA report estimates up to 270,000 construction industry jobs could be created if the American Clean Energy Security Act is passed
With the encouragement of Senate majority leader Harry Reid (D-NV), the American Institute of Architects (AIA) conducted a study to determine how many jobs in the design and construction industry could be created if the American Clean Energy Security Act (H.R. 2454; also known as the Waxman-Markey Bill) is enacted.
