A Simple 5-Step Marketing Research Process for AEC Firms
Marketing research done right gives you clarity and confidence. With a proven process, you’ll make smarter, more informed decisions based on real data.
And it doesn’t have to be complicated. Just follow this simple five-step process.
1. Define the Problem
Start by getting specific about what you’re trying to figure out. Are you struggling to win work in a particular sector? Not sure what clients really want? Want to explore a new market but don’t know where to start?
Clearly defining the problem helps you stay focused and get answers that matter to you.
2. Make a Research Plan
Once you know the problem, outline how you’re going to solve it.
Think about:
- What you need to know
- Where you’ll find the information
- Who you need to talk to
- How much time and budget you can commit
For example, if you want to understand why you’re losing proposals, your plan might include reviewing past debriefs, surveying your team, and talking to a few trusted clients.
3. Gather Internal and External Data
Start with what you already have. Look at your CRM, project data, hit rates, client feedback and anything that shows trends over time.
Then, gather outside research. That could mean industry reports, competitor websites, client interviews, or insights from professional associations. You want both internal and external perspectives to see the full picture.
4. Analyze the Findings
Now, look for patterns. What stands out? Are you consistently strong in certain sectors? Do clients view your firm differently than you do? Are market trends shifting?
Use simple tools like SWOT analysis to organize what you’ve learned. This step is about turning raw data into useful insights.
5. Share What You Learn and Take Action
Don’t let your research sit in a folder. Share the key takeaways with your team, especially those involved in marketing, BD, and strategy.
Then make decisions based on what you’ve learned. That could mean refining your messaging, shifting focus to stronger sectors, improving how you position your services, or changing how you pursue work.
Final Thoughts
Marketing research isn’t about overthinking; it’s about being intentional. With the right process, you can stop guessing and start planning with purpose.
And in the fast-moving world of AEC, that kind of clarity makes all the difference.