"The Client Experience, 2002" is a report based on research conducted in February and March 2002. Intended as a basis for the AIA advertising campaign that will be launched this October, the information gathered provides valuable insight into what clients want from architects. The full report is available to AIA members only.

The advancement of architecture as a profession is dependent upon architects themselves constantly striving to improve. This study was designed to help AIA members better understand the client experience of working with an architect. Armed with this knowledge, AIA architects have the potential to meet and exceed client expectations, elevating the profession as a whole.

The study was ethnographic, with researchers interacting with, interviewing, and observing participants in their place of business. The participants included clients (some of whom are architects) at different levels within organizations and across industries. The client participants were recruited to represent five market segments: commercial, institutions, government, residential developers, and single-family homeowners. Interviews also included architects practicing in these market sectors.

During the course of the study, it became apparent that though market segmentation was used to recruit client participants, clients actually fall into three mindsets: government, builders of product, and owner/operators:

Government
Encumbered by legislation that often dictates the architect's role, this group values voter feedback and stakeholder satisfaction with new buildings.

Builders of Product
Building for profit, members of this group work with architects in a set way, depending on their company's process.

Owner/Operator
As the eventual inhabitants of buildings, this group is the most flexible in how they work with architects.

The study revealed five broad phases that comprise all "new built environment" projects. Opportunities for architects exist in each of those phases. However, architects who wish to take advantage of those opportunities must first overcome significant barriers.

Genesis
During Genesis, clients are in the earliest stages of thinking about and researching a new project.

Focus
The Focus phase includes project refinement and definition and building the project team (internal and external). Client attitudes toward the value of architects' involvement during this stage vary widely.

Design
Design is defined in the client's mind as the creation of tangible plans that inform construction of a built environment. Clients see Design as the core competency of architects. Architects have a great deal of opportunity during this phase.

Build
During the Build—or construction—phase of a project, clients would like architects to be more involved. When architects are involved during this phase, clients recognize that architects add value beyond "design."

Operate
Since clients are typically involved in more than one project at a time, knowledge gleaned from operating buildings feeds directly into new projects to earlier stages.

Copyright 2002 The American Institute of Architects. All rights reserved.