The Role of Research in Enhancing the Client Experience

Tuesday, August 15, 2017 1:30 PM - 2:30 PM (Eastern Time (US & Canada))

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This online class carries 1.5 PDHs (Professional Development Hours).

Curriculum Track: Business Management and Quality

Member Organization: National Events

Faculty: Karl Feldman, Senior AEC Professional and Account Director, Hinge Branding and Marketing for Professional Services

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When it comes to identifying content issues and topics and creating opportunities to support and engage with clients, there are three critical tools you need in your toolbox ... research, research, and research.

Join Karl Feldman to explore how brand, market, and project research can enhance your client's experience. Using case studies, you'll learn to identify which type of research will best meet your client experience goals and how to implement a research project at your firm.

Dive into the three types of research: 

  • Brand: Perception research used to reduce gaps in perception amongst target audiences
    • Understanding the difference between consumer brand research and professional services brand research
  • Market: Questions that can be answered with market or client-type specific research
    • Case Study: Engineering firms’ use of research to develop a new service into the water/wastewater industry
    • Case Study: Architectural firms’ use of research to better connect with a government client
    • Case Study: Payroll services firms’ use of mystery shopper technique to gain insights into competitive landscape 
  • Project: Understanding the role of client feedback
    • How QA/satisfaction surveys can complement brand and market research


ACEC Members: $149
Non-members: $249

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Maureen Brown




HDR  Office Depot 


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