Palatine, Ill. -- Accountability Information Management (AIM), a leading B2B research company, recently published a new article exploring brand perception, preferences, and the level of involvement of architects, and how those factors impact architects' decisions to recommend or specify products. The article, “Resilient Flooring: Taking the Right Path to Specification,” uses research drawn from a prior AIM study to make recommendations for how manufacturers can improve their brand preference among architects and increase the odds of their products being specified.
Using the flooring industry as an example, the article draws from data found in AIM's comprehensive Architects' Brand Preference Study of 2008 and ConstructConnect, which reveal the competitive nature of flooring materials in terms of the architect's perspective. The AIM Preference study revealed a key finding in the resilient flooring category: the majority of the architects surveyed (51%) actively make decisions and have brand preferences, while an additional 30% make specification decisions, but have no brand preferences.