Turning Data into Decisions: Research-Driven Strategies for AEC Firms

Most AEC firms recognize research's potential and understand they can’t rely on assumptions or gut feelings to stay ahead of the curve. Still, many firms struggle to implement effective research programs that inform their strategic decisions. In this episode of “Spill the Ink,” Michelle speaks with Julie Witecki, Senior Consultant at FMI Consulting, about how research can shape market strategies and drive business growth in architecture, engineering and construction firms. 

Julie introduces the “Five C’s of Context” framework: a comprehensive approach to research that examines climate, customer, competitor, collaborator, and company dynamics and considerations. She explains how firms can overcome common barriers to research adoption and turn data into practical, actionable strategies that deliver measurable ROI. 

This conversation offers a preview of Julie’s upcoming session at the Society of Marketing Professional Services Southwest Regional Conference: “Navigating the Road Ahead: Translating Research into Strategy.”

Here’s a glimpse of what you’ll learn

• The make-or-break role of research in AEC firm success and 

• How to identify and overcome adoption barriers.

• How to utilize the “Five C’s of Context” framework for comprehensive market research.

• Balancing primary and secondary data sources for maximum insight.

• How to avoid common research pitfalls and ensure actionable outcomes.

• How to integrate research into strategic planning processes.

• Resources available through FMI Consulting to support your research efforts.

About our featured guest

With over 20 years in the construction industry, Julie is a strategy consultant, inspiring FMI’s clients to reshape market and business development practices for increased efficiency and effectiveness. She focuses on turning visionary ideas into actionable plans with measurable objectives and realistic budgets. Based in Denver, Julie has a coast-to-coast view of the construction industry. She is active in the Colorado chapter of SMPS and is a certified professional services marketer. She has also achieved the APMP Bid & Proposal Foundation-level certification and the University of Colorado Boulder Leeds School of Business customer experience certification. Julie holds an MBA from Regis University and a bachelor’s degree from the University of Colorado at Boulder.

Resources mentioned in this episode

• Check out FMI Consulting

• Follow FMI Consulting on LinkedIn, Facebook and X

• Connect with Julie Witecki on LinkedIn

• Say hello to Michelle Calcote King on LinkedIn

Sponsor for this episode

This episode is brought to you by Reputation Ink.

Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms. 

Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services, creative services and more.

To learn more, visit www.rep-ink.com or emai