ABSTRACT
The majority of architects in the Western world are experiencing unprecedented falls in fees, personal income and relevance. The realignment of the built environment value chain to focus on profitable and timely delivery models has favoured the growth of intermediate management and has displaced the traditional role of the architect as the contract supervisor/project manager/client agent. This chapter presents a case study on Agency Spring, which is an Anglo-Danish branding and communication agency. It provides information on consumer research since 2010, and extended this expertise into specifier marketing research, including usage and attitude, qualitative and quantitative as well as online analytics. However they also undertake their own projects – most recently with architects and other specifiers to develop life-stage and attitudinal segmentation models aimed at helping manufacturers understand the construction market in depth.
