Context: context-based research group

Clients : American Institute of Architects

An Ethnography of the Architect-Client Relationship
Faced with a rapidly changing marketplace and the challenge of a discipline broadly defined by the mass media, the American Institute of Architects wanted to help their members gain a better understanding of how their clients perceive their relationships with architects, with the ultimate goal of enhancing the profession as a whole.

Context anthropologists met with architects and with leadership and executive operations level individuals from client organizations across the United States. Researchers conducted an in-depth contextual interview and an information and resource inventory with each participant. In addition, each participant completed a process mapping exercise designed to understand the emotions surrounding each phase of the process of building a new environment and the role of the architect-client relationship during that phase.

While the analysis of this study is still underway, the findings to date have already begun to influence top-level thinking within the AIA, and have informed the development of a new marketing campaign that will launch in September 2002. Study findings will be shared with the membership as a whole at the national convention in May of 2002.

About Context Consumer Insights

Context Consumer Insights provides a lens into consumer behavior based on our ethnographic research. This year, we cover the Grounded Consumer. We will identify key pieces that comprise this insight, illustrate examples from the marketplace and offer recommendations on what to do with this information from a marketing and product development standpoint.

Sign up here to get notified when new information is available.

Get Updates

Sign up to receive email notifications when new information is available.


Name:
Email:
	( SUBMIT )