{"id":39682,"date":"2022-01-18T04:17:17","date_gmt":"2022-01-18T04:17:17","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=39682"},"modified":"2026-05-03T23:03:10","modified_gmt":"2026-05-04T03:03:10","slug":"estudio-de-mercado-arquitecto","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/es\/pericia\/estudio-de-mercado-arquitecto\/","title":{"rendered":"Architect Market Research | SIS International"},"content":{"rendered":"<div class=\"sis-hero-preserved sis-injected-hero\" data-sis-injected=\"hero\">\n<h1 class=\"wp-block-heading\">Arquitecto Investigaci\u00f3n de Mercado<\/h1>\n<figure class=\"gb-block-image gb-block-image-cbaa89b4\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-cbaa89b4\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Architect-3.jpg\" alt=\"Investigaci\u00f3n y estrategia de mercado internacional de SIS\" title=\"Architect (3)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Architect-3.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Architect-3-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Architect-3-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Architect-3-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Architect-3-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n<\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-dots\"\/>\n<div class=\"wp-block-columns has-global-color-9-color has-text-color has-background has-link-color wp-elements-ea836ca1358d8d92df43ace648dca55a is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\" style=\"background-color:#f7f9fa6e\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:18%\"><\/div>\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:71.28%\">\n<div class=\"wp-block-rank-math-toc-block aligncenter has-global-color-9-color has-text-color has-link-color wp-elements-881eb15995ada343bdd9e159bae8e5f2\" style=\"font-size:16px\" id=\"rank-math-toc\">\n<h2><strong>t<\/strong>able of Contents<\/h2>\n<nav>\n<ul>\n<li class=\"\"><a href=\"#what-is-a-design-architect\">\u00bfQu\u00e9 es un arquitecto de dise\u00f1o?<\/a><\/li>\n<li class=\"\"><a href=\"#why-is-a-design-architect-important\">\u00bfPor qu\u00e9 es importante un arquitecto de dise\u00f1o?<\/a><\/li>\n<li class=\"\"><a href=\"#key-job-titles\">T\u00edtulos de trabajo clave<\/a><\/li>\n<li class=\"\"><a href=\"#key-success-factors\">Factores claves del \u00e9xito<\/a><\/li>\n<li class=\"\"><a href=\"#why-businesses-need-it\">Por qu\u00e9 las empresas lo necesitan<\/a><\/li>\n<li class=\"\"><a href=\"#about-architect-market-research\">Acerca de la investigaci\u00f3n de mercado de arquitectos<\/a><\/li>\n<\/ul>\n<\/nav>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<h1>Architect Market Research: How Building Product Leaders Win Specification<\/h1>\n<p>Architects sit at the most leveraged point in the building product value chain. They write specifications that determine which products get installed across decades of asset life. Architect market research is how manufacturers learn what drives those decisions before competitors do.<\/p>\n<p>The discipline has matured. What was once a category of CEU-driven brand awareness studies is now a structured intelligence function tied to specification rate, basis-of-design positioning, and substitution risk. The firms gaining share treat architects as a distinct B2B audience with their own decision logic, not as a softer version of the contractor or owner.<\/p>\n<h2>Why Architect Market Research Drives Specification Economics<\/h2>\n<p>Specification is a long-tail revenue event. A single product written into a healthcare system&#8217;s design standard can generate eight figures across the construction pipeline. The economics reward manufacturers who understand the architect&#8217;s mental model at concept design, before the value engineering phase compresses choice.<\/p>\n<p>The leverage point most product marketers underestimate is the basis-of-design call-out. When an architect names a product as the BOD in a specification, substitution requires the contractor to submit an &#8220;or-equal&#8221; justification, which slows procurement and protects margin. Research that maps which product attributes earn BOD designation across project typologies is worth more than broad satisfaction tracking.<\/p>\n<p><span style=\"color:#216896;border-left:3px solid #216896;padding-left:0.5rem;\">SIS International Research, drawing on B2B expert interview programs with architects across North America, Europe, and Asia-Pacific, finds that specification loyalty correlates more strongly with technical representative responsiveness during CD phase than with product performance claims made at the showroom.<\/span> The implication is that the field force is a research instrument, not a sales channel alone.<\/p>\n<h2>The Decision Architecture Inside an Architectural Practice<\/h2>\n<p>Studios are not monolithic. A specification decision at SOM, Gensler, HOK, or Foster + Partners moves through three distinct roles: the design principal who sets aesthetic intent, the project architect who balances cost and constructability, and the specifier who codifies the language in CSI MasterFormat sections. Research that treats these as one respondent produces noise.<\/p>\n<p>The specifier role has consolidated. Many large practices now centralize specifications through a single expert or an outsourced firm such as Conspectus or Heller and Metzger. This shift means a manufacturer&#8217;s product can be written into hundreds of projects through one relationship, or written out of them by a single guide spec update.<\/p>\n<p>Mid-tier studios behave differently. The project architect typically owns specification authority, and product selection happens later in DD or early CD. Reaching this segment requires a different research design than the one used for signature firms.<\/p>\n<h2>What Leading Manufacturers Measure<\/h2>\n<p>The conventional approach tracks aided brand awareness and stated preference. The better approach measures revealed behavior across the specification funnel: consideration set composition, BOD frequency by project type, or-equal substitution rate, and the gap between specified and installed. The last metric is the one CFOs care about because it quantifies leakage between marketing investment and recognized revenue.<\/p>\n<p>Three measurement frames separate the leaders from the followers:<\/p>\n<figure class=\"wp-block-table sis-injected-table\" data-sis-injected=\"table\">\n<table>\n<thead>\n<tr>\n<th>Measurement Frame<\/th>\n<th>Conventional Practice<\/th>\n<th>Specification-Grade Practice<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Brand position<\/td>\n<td>Aided awareness surveys<\/td>\n<td>BOD share by CSI division and project typology<\/td>\n<\/tr>\n<tr>\n<td>Product fit<\/td>\n<td>Feature preference ranking<\/td>\n<td>Attribute trade-off analysis tied to performance criteria in master specs<\/td>\n<\/tr>\n<tr>\n<td>Channel effectiveness<\/td>\n<td>Rep visit frequency<\/td>\n<td>Time-to-response during CD, lunch-and-learn conversion to spec<\/td>\n<\/tr>\n<tr>\n<td>Substitution risk<\/td>\n<td>Loss-reason coding<\/td>\n<td>Or-equal approval rate by GC and region<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n<p style=\"font-size:11px;color:#666;margin-top:4px;\"><em>Source: SIS International Research<\/em><\/p>\n<h2>Methodologies That Produce Specification-Grade Insight<\/h2>\n<p>Architect research rewards qualitative depth over panel scale. The architect population is small, identifiable through AIA membership rolls and firm directories, and skeptical of survey instruments that feel disconnected from practice. SIS International deploys four methods that consistently produce decision-useful output.<\/p>\n<p><strong>B2B expert interviews<\/strong> with design principals, project architects, and specifiers, structured around live or recently completed projects rather than abstract preference. This grounds responses in real trade-offs.<\/p>\n<p><strong>Ethnographic research<\/strong> inside studios during the SD-to-DD transition, observing how product literature, BIM objects, and manufacturer reps actually enter the workflow. Stated process and observed process diverge sharply.<\/p>\n<p><strong>Specification audits<\/strong> across a sample of completed projects, comparing the issued-for-construction spec to the as-built submittal log. This quantifies the specified-to-installed gap by product category and geography.<\/p>\n<p><strong>Inteligencia competitiva<\/strong> on guide spec language, CEU course content, and BIM library completeness across the named competitive set. The product with the most downloadable Revit families in a category often earns the BOD by default.<\/p>\n<h2>Global Specification Patterns<\/h2>\n<figure class=\"wp-block-image size-large sis-injected-img\" data-sis-injected=\"img\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-3438a9a0\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Architect-1.jpg\" alt=\"Investigaci\u00f3n y estrategia de mercado internacional de SIS\" title=\"Architect (1)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Architect-1.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Architect-1-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Architect-1-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Architect-1-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Architect-1-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n<p><span style=\"color:#216896;border-left:3px solid #216896;padding-left:0.5rem;\">SIS International&#8217;s proprietary research across architect populations in 20+ markets indicates that specification behavior varies more by regulatory regime than by language or culture.<\/span> Markets governed by performance-based codes, including the UK and Australia, give architects wider product latitude. Markets with prescriptive codes, including Germany and Japan, narrow the consideration set earlier and reward manufacturers who invest in approvals documentation over marketing reach.<\/p>\n<p>Emerging markets follow a third pattern. In parts of Southeast Asia and the Gulf, the developer or owner&#8217;s representative drives specification more than the architect of record, often because the design firm is international and the construction administration is local. Research designs that interview only the design firm miss the actual decision.<\/p>\n<h3>The Bio-Based and Mass Timber Opening<\/h3>\n<p>Material categories tied to embodied carbon are reshaping consideration sets. Mass timber, bio-based fire protection, low-carbon concrete admixtures, and recycled-content insulation are entering specifications faster than panel-based research captures, because the architects driving adoption are concentrated in a small number of sustainability-led practices. Identifying these practices and mapping their guide spec evolution is a higher-yield research activity than running broad awareness studies.<\/p>\n<h2>The SIS Architect Specification Influence Framework<\/h2>\n<figure class=\"wp-block-image size-large sis-injected-img\" data-sis-injected=\"img\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-17399855\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Architect-2.jpg\" alt=\"Investigaci\u00f3n y estrategia de mercado internacional de SIS\" title=\"Architect (2)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Architect-2.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Architect-2-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Architect-2-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Architect-2-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Architect-2-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n<p>SIS International applies a four-stage framework to architect engagements:<\/p>\n<p><strong>Identify<\/strong>: segment the architect population by firm tier, project typology, and specification authority structure.<\/p>\n<p><strong>Map<\/strong>: trace the specification funnel from concept design through construction administration, with measurement points at each stage.<\/p>\n<p><strong>Pressure-test<\/strong>: validate product positioning through structured trade-off exercises tied to live project briefs.<\/p>\n<p><strong>Quantify<\/strong>: size the BOD share opportunity, substitution risk, and specified-to-installed gap in revenue terms.<\/p>\n<p>The framework converts architect insight into a number the commercial team can defend in a pricing or channel conversation.<\/p>\n<h2>What This Means for Building Product Leadership<\/h2>\n<figure class=\"wp-block-image size-large sis-injected-img\" data-sis-injected=\"img\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-3c108e5c\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Architect-5.jpg\" alt=\"Investigaci\u00f3n y estrategia de mercado internacional de SIS\" title=\"Architect (5)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Architect-5.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Architect-5-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Architect-5-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Architect-5-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Architect-5-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n<p>Architect market research is no longer a brand exercise. It is a specification economics function with direct line-of-sight to revenue recognition, margin protection, and category share. The manufacturers building this capability internally, or sourcing it through firms with depth in B2B expert interviews and specification auditing, are the ones widening their lead in commercial construction, healthcare, and institutional segments.<\/p>\n<p>The category will continue to consolidate around manufacturers who measure what matters: BOD share, or-equal defense, and the gap between what gets specified and what gets installed. Architect market research is the instrument that makes those numbers visible.<\/p>\n<h2 id=\"about-sis-international\" style=\"font-family:Arial,sans-serif;color:#1a3d68;\">Acerca de SIS Internacional<\/h2>\n<p><a href=\"https:\/\/www.sisinternational.com\/es\/\">SIS Internacional<\/a> ofrece investigaci\u00f3n cuantitativa, cualitativa y estrat\u00e9gica. Proporcionamos datos, herramientas, estrategias, informes y conocimientos para la toma de decisiones. Tambi\u00e9n realizamos entrevistas, encuestas, grupos focales y otros m\u00e9todos y enfoques de investigaci\u00f3n de mercado. <a href=\"https:\/\/www.sisinternational.com\/es\/sobre-la-investigacion-internacional-de-sis\/contact-sis-international-market-research\/\">P\u00f3ngase en contacto con nosotros<\/a> para su pr\u00f3ximo proyecto de Investigaci\u00f3n de Mercado.<\/p>\n<p><!-- sis-hreflang-start -->\n<link rel=\"alternate\" hreflang=\"en-US\" href=\"https:\/\/www.sisinternational.com\/expertise\/architect-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"ar\" href=\"https:\/\/www.sisinternational.com\/ar\/expertise\/architect-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"zh-CN\" href=\"https:\/\/www.sisinternational.com\/zh\/expertise\/architect-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"zh-HK\" href=\"https:\/\/www.sisinternational.com\/zh_hk\/expertise\/architect-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"nl-NL\" href=\"https:\/\/www.sisinternational.com\/nl\/expertise\/architect-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"fr-FR\" href=\"https:\/\/www.sisinternational.com\/fr\/expertise\/architect-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"de-DE\" href=\"https:\/\/www.sisinternational.com\/de\/expertise\/architect-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"it-IT\" href=\"https:\/\/www.sisinternational.com\/it\/expertise\/architect-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"ja\" href=\"https:\/\/www.sisinternational.com\/ja\/expertise\/architect-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"ko-KR\" href=\"https:\/\/www.sisinternational.com\/ko\/expertise\/architect-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"pl-PL\" href=\"https:\/\/www.sisinternational.com\/pl\/expertise\/architect-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"pt-BR\" href=\"https:\/\/www.sisinternational.com\/pt\/expertise\/architect-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"es-ES\" href=\"https:\/\/www.sisinternational.com\/es\/expertise\/architect-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"en\" href=\"https:\/\/www.sisinternational.com\/expertise\/architect-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"zh\" href=\"https:\/\/www.sisinternational.com\/zh\/expertise\/architect-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"nl\" href=\"https:\/\/www.sisinternational.com\/nl\/expertise\/architect-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"fr\" href=\"https:\/\/www.sisinternational.com\/fr\/expertise\/architect-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"de\" href=\"https:\/\/www.sisinternational.com\/de\/expertise\/architect-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"it\" href=\"https:\/\/www.sisinternational.com\/it\/expertise\/architect-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"ko\" href=\"https:\/\/www.sisinternational.com\/ko\/expertise\/architect-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"pl\" href=\"https:\/\/www.sisinternational.com\/pl\/expertise\/architect-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"pt\" href=\"https:\/\/www.sisinternational.com\/pt\/expertise\/architect-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"es\" href=\"https:\/\/www.sisinternational.com\/es\/expertise\/architect-market-research\/\" \/>\n<!-- sis-hreflang-end --><\/p>","protected":false},"excerpt":{"rendered":"<p>Architect Market Research Table of Contents What is a Design Architect? Why is a Design Architect Important? Key Job Titles Key Success Factors Why Businesses Need it About Architect Market Research Architect Market Research: How Building Product Leaders Win Specification Architects sit at the most leveraged point in the building product value chain. They write &#8230; <a title=\"Architect Market Research | SIS International\" class=\"read-more\" href=\"https:\/\/www.sisinternational.com\/es\/pericia\/estudio-de-mercado-arquitecto\/\" aria-label=\"Leer m\u00e1s sobre Architect Market Research | SIS International\">Leer m\u00e1s<\/a><\/p>","protected":false},"author":1,"featured_media":64730,"parent":14514,"menu_order":90,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-39682","page","type-page","status-publish","has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/pages\/39682","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/comments?post=39682"}],"version-history":[{"count":8,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/pages\/39682\/revisions"}],"predecessor-version":[{"id":86154,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/pages\/39682\/revisions\/86154"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/pages\/14514"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/media\/64730"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/media?parent=39682"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}