06 June 2017

Majority rules: Supporting specification needs for Conservatives and Dynamists

According to the AIA’s recently published The Architect’s Journey to Specification, 74% of architects are classified as either Conservatives or Dynamists, and both tend to rely on past product experience when specifying for new projects.

Author: Chris Marshall, Rockfon Vice President - Marketing and Business Development, North America

Two architect personas comprise the significant majority of the profession: Conservatives (41%) and Dynamists (33%). The third architect persona (26%) is classified as Risk-Takers and was discussed in an earlier post.

Unlike Risk-Takers, Conservatives and Dynamists aim toward risk aversion. Whether because of this trait, because of the confidence gained from prior work or because of the pressures of fast-track schedules, these personas tend to rely on previous experience with building products when determining the specification for new projects. The Architect’s Journey to Specification from the American Institute of Architects (AIA) also offers further distinguishing attributes.

Outspoken Dynamists

Similar to Risk-Takers, the report notes that Dynamists are “most likely to work in a firm with an outspoken culture.”

At Rockfon, we know how to listen and we’re not afraid to raise our voices when needed. In a competitive marketplace, we are proud to be considered the ceiling industry’s innovator and to stand apart from the crowd.

When introducing stone wool ceiling panels to the North American market, we loudly and happily highlight the differences you see in our smooth, finished surface; you hear in our sound-absorbing acoustics; and the peace of mind you gain with our natural basalt material composition, humidity resistance and fire performance. Our product range reflects the diversity of the world’s needs in achieving healthy, safe and sustainable buildings.

Tried-and-Tested Conservatives

The largest share of architects is labeled as Conservatives who rely heavily on personal experience and tried-and-tested methods.

With more than 50 years of experience in Europe, combined with the legacy of Chicago Metallic suspension systems, Rockfon has earned our status as a proven product manufacturer. You can count on us as a trusted provider of complete ceiling systems that get the job done – as specified, on time and on budget. Our product performance passes all the requirements, and our appealing aesthetic will maintain a positive, lasting impression with minimal maintenance. With us, your designs will stand the test of time.

Manufacturer Representatives Matter

Across all three personas, the data shows that manufacturer representatives play an essential role in keeping architects up-to-date on product trends. In the AIA’s report, 77 percent of respondents ranked this as one of the most useful resources.

Aligned with design professionals’ expectations, Rockfon’s product and technical representatives serve to support each stage of your journey:

After the project moves into construction, almost all design professionals report that projects’ specifications may change. When we’re involved throughout the architect’s specification journey, our representatives are prepared to defend that specification through to completion. When a project is ready for construction and seeks an alternative for a project where Rockfon previously had not been considered, we happily will present our case and stand by our recommendation.

Continuing Ed, Hold the Self-Promotion

Even more than manufacturer representatives, architects reported continuing education provides a key source for staying informed about current products and as a reference when writing specifications. Based on The Architect’s Journey to Specification, more than 80 percent of design professionals indicated that continuing education courses were somewhat or highly useful.

We understand that design professionals need to complete numerous hours of professional development to maintain your licenses. We respect your commitment and are here to help. We offer online and in-person courses, as well as customized educational presentations. For continuing education programs approved by AIA or other professional associations, we stick to the script. Branded content is shared only outside of the defined boundaries and only when its invited.

We welcome your invitation to support your continuing education and project specification needs. Please call us at 800-323-7164, email or click here to find a representative in your area. Please call us at 800-323-7164, email or click here to find a representative in your area.

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