Meeting/Event Information

The Secrets of A/E/C Market Research

May 18, 2021
6:00 PM EDT - 8:00 PM EDT


Event Description

Real-time research should inform all of your firm’s activities: strategy, market and competitive intelligence, project capture, client and staff satisfaction and retention, recruiting, thought leadership, project delivery—the list goes on. But do you often think that there are never sufficient resources, budget, and/or time to deploy research to leverage and truly differentiate your firm? Or that research is a big-ticket luxury that other firms can afford but not yours? Not so! During this highly interactive presentation, you will learn critical tips, tricks, and hacks you can immediately start to use to efficiently consistently and cost-effectively integrate research into all aspects of your firm, no matter its size or markets.

Event Format:
  • 6:00 to 7:30 p.m.: Presentation and Q&A. The presentation will amplify best practices and industry standards as outlined in the Marketing Research, Volume 1, of Markendium
  • 7:30 to 8:00 p.m.: Networking in optional breakout sessions


Michelle Fitzpatrick, FSMPS, CPSM, brings insight, wisdom, and tricks gained from a 40-year career in A/E/C marketing industry, making her an expert on market research. As President and Managing Principal, Michelle leads Marketivity, a national consulting firm specializing in A/E/C research, client and internal staff surveys, and market development support. She has held numerous leadership roles with SMPS, including as a Trustee and President of the SMPS Foundation from 2008 through 2014 and authoring the chapter on surveys in SMPS’s The Marketing Handbook for Design and Construction Professionals. 

Learning Objectives

  • Understand how to incorporate research into all aspects of your firm’s marketing efforts
  • Learn how to develop and execute research efforts efficiently
  • Discover how to incorporate different research approaches and sources

Target Audience

Mid to Senior-Level Marketing and Business Development Professionals, Firm Principals


The webinar will be delivered via Zoom.  Maximum participants: 95.

Markendium Domains of Practice

Domain 1: Marketing Research



Event Notes

  • After completing your payment in PayPal, please click 'Return to Host Site' to finalize your registration on the SMPS Ontario page.
  • The event will be delivered via Zoom. Registrants will immediately receive a post-registration email with Google and Outlook calendar invites, which will contain the log in details.
  • Registration closes 24 hours before the event.
  • Registrants purchasing multiple tickets will be responsible for forwarding the Zoom invite to the additional attendees.
  • No recording will be provided.
  • Attendees are kindly asked to refrain from recording this event.
  • By registering for this event, attendees consent that any photos taken may be used to promote future SMPS Ontario events.
  • For the event cancellation and ticket refund policy, please see our Ticket Policy.



$25.00 Member Ticket
$15.00 Earlybird rate before May 7

$45.00 Non-Member Ticket
$35.00 Earlybird rate before May 7