strategic mapping

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Table of Contents

Introduction 3

What is Strategic Consulting Research? 4

The Process of Strategic Consulting Research 7

The Key Themes 8

Comparing Clients and Interior Designers on Key Themes 9

Understanding 10

Coordination 11

Experience 12

Budget Issues 13

Reading the Maps 14

The Overlay Maps 17

The Maps and Consulting Principles 18

The Maps by Design Specialty 21

Residential Client Map 22

Office Client Map 25

Retail Client Map 26

Hospitality Client Map 29

Health-Care Client Map 30

Government and Institutional Client Map 33

Facility Manager Map 34

Industry Representative Map 37

Stategic Survey Questionnaires 38

3

Introduction

What are clients thinking? How many times

have you thought, “If only I could get inside my

client's head so that I could do a better job - or

for that matter, get the job!”

To get the answers, the American Society of

Interior Designers (ASID) has sponsored inde-

pendent research to find out what clients really

want from interior designers. The results might

surprise you and make you change the way you

conduct business.

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How did we create strategic consulting research? We have combined StrategicMapping IV research with ASID's new consulting principles to give you strategicconsulting research. Here is the background on the before mentioned projects:

Part I: Strategic Mapping IV Research

Are you really communicating with your clients? Since 1996, ASID has conductedstrategic mapping research to help chart the designer’s course for communicating andworking with clients. This is the fourth phase of the research.

The goal of the research is to help interior designers chart the course for strategiccommunication - helping them find the best ways to promote the value of theirservices.

Specifically, we are trying to find:

• What interior designers value, relative to what clients value• Where interior designers and clients are "in synch" and "out of synch"• Where values change over time• How values differ for the design specialties• How industry and sales representatives view interior designer services and the

extent to which services meet client needs

We surveyed the following groups, examining each by design specialty:

• Interior designers• Clients• Industry/sales representatives• Facility managers

Part II: Consulting Principles

What is good client service? "To provide," "to function for," "to meet the needsof..." - this is how Webster's New World Dictionary defines service. Chances are youhave your own. Client service is vital to your business, and ASID has developedconsulting principles for you to use as your business philosophy when working withclients.

Insight regarding client service was recently gleaned from focus groups conducted byASID with leading interior designers and other consultants in the fields of manage-ment, accounting and law. We asked two important questions:

• What is the one factor that most influences a client's decision to hire you?• What do you see as your biggest challenge in serving your clients' needs?

The answers were used to develop the ASID “Consulting Principles.” These

What is Strategic Consulting Research?

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guidelines, followed by quotes from fellow consultants, provide direction foreffectively working with today's clients and are essential to every consultant's success.They are:• Be knowledgeable• Offer solutions• Develop relationships

Be Knowledgeable

Be knowledgeable about your business and your clients' businesses.• Do your homework.

"Learn everything you can about your client."• Be curious and ask questions.

“The focus is on them: their needs and their problems."• Share what you know.

"Clients are looking for that body of information that they don't have."• Connect your experience to your clients' goals.

“Clients want to know that you have experience in the areas in which you are goingto consult."

Offer Solutions

Solve the problem for which you have been hired.• Define the problem.

"You need to agree on the scope of the problem in order to develop a solution."• Be a resource.

"You are a design resource: sometimes it's interior design, sometimes it's graphic design,sometimes it's bringing in a landscape architect. It's about putting the right teamtogether."

• Follow through."Clients want to know that you can get the job done."

Develop Relationships

Develop relationships with clients and other potential partners.• Establish trust.

“Once clients decide you are trustworthy, they ask you to get involved in otherprojectswith other partners."

• Manage expectations."Sometimes you have to tell clients what they don't want to hear."

• Work as a team."Clients are looking for partners to share their vision."

Whether you are a new interior designer or a seasoned professional, ASID's ConsultingPrinciples - and thoughts from fellow consultants - will help you think strategicallyabout your work and reach new levels of excellence in serving your clients..

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The Process of Strategic Consulting ResearchWe surveyed interior designers and their clients in order to uncover themost important factors and issues in the designer/client relationship.

Clients were asked to answer questions such as:

• What are the specific services that an interior designer can provide?

• What is the primary reason that you call an interior designer?

• Which of their services do you find most valuable?

• In a few words, how would you describe the value of interior designers' services

and what they have provided for you?

Interior designers were asked to answer questions such as:

• If I were a new client who knew nothing about what you could do for me, what

would you tell me about yourself and the services you could provide?

• What is the primary reason clients call you?

• Which of the services you mentioned do clients ask for most?

• In a few words, how would you describe the value of your services? What do

you provide for clients?

Taking the key points expressed by each client and designer, the answers were coded,categorized and analyzed by themes and consistencies. The results provide thefoundation for the maps that are at the heart of strategic consulting.

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The Key Themes

Clients are looking for interior designers to provide certain skills andbackgrounds. Following are the four key themes that emerged in theresearch:

Understanding

• Taking the time to listen and understand what the client wants to accomplish• Acting as a consultant, as opposed to imposing a solution that a client may not

be comfortable with• Understanding the visual effects that the client wants to achieve, whether it is

the look and feel desired or the image that the client wants to convey• Knowing how to create a functional and flexible solution that utilizes space

effectively and is consistent with the client's wishes• Demonstrating knowledge about design trends and the ability to apply them

to a client's unique situation

Coordination

• Organizing all aspects of a design project for the client, from ordering furnitureand materials to coordinating hiring; essentially taking care of the things aclient does not want to worry about throughout the process

• Integrating all the elements of a project, including design elements as well asthe various steps in the process

• Demonstrating the ability to work well with others and build consensus

Experience

• Showing the skills and experience necessary to do the job, whether bydemonstrating an ability to understand and interpret, or having a body ofwork that matches the client's needs

• Being a professional in conduct and execution

Budget Issues

• Looking out for a client's money, by maximizing the dollars availableand avoiding costly mistakes

• Providing value for the money they invest

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Comparing Clients& Interior Designers on Key Themes

In general, clients and interior designers are aligned on two of the keythemes from the research -- understanding and coordination.

Understanding

• Top issue mentioned by clients and interior designers

Coordination

• Clients and interior designers mention this in similar proportion

Clients and interior designers have different priorities when it comes toexperience and budget issues.

Experience

• Clients mentioned less often than interior designers

Budget Issues

• Least talked about issue by both clients and interior designers• Interior designers discussed more often than clients

0% 20% 60%40% 80% 100%

73%Understanding

Coordination

Experience

Budget Issues

84%

68%76%

59%78%

38%56%

Interior Designer All Clients

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Tips• Listen to the client first and foremost.• Ask questions, so you can find the goal for the project.• Discuss and reiterate goals for the project.• Make sure the client knows you are going to find the right solution.• Present ideas and relate them back to the goal.

Understanding:Comparing Clients & Interior DesignersWhen it comes to providing answers that deal with aspects of understanding, clientsand interior designers think alike on the importance of the designer in regards to:

• Knowing what the client wants and needs• Not imposing a solution, but consulting with the client to come up with it• Understanding the aesthetic impact that the client wants

Differences that emerge between clients and interior designers have to do with theinterior designer being more likely to articulate the "technical" aspects of understand-ing and interpreting a client's desires, such as:

• Finding functional and flexible solutions that are in keeping with client needs• Utilizing space in keeping with the client's needs• Impacting the effects the design will have on a client's behavior or usage of a space• Focusing on current trends

Understanding *All Clients Interior Designer

73% 84%The type of answers given

Knows client's needs and wants 60% 56%

Consults, doesn't impose on the client 50% 47%

Looks for visual impact as it relates to 31% 23%the aesthetics the client wants

Conveys a visual statement or image 26% 15%

Creates function, flexibility in space or 24% 47%design that meets the client's needs

Utilizes space 21% 47%

Impacts the effects on behavior 17% 48%(homeowner, consumer, etc.)

Knows design trends and relates them 14% 32%to the client's needs

* Respondents with one or more answers related to "understanding"

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• Being responsible for ordering and acquiring products and materials needed forthe project

• Integrating all the elements of the design process, whether they are designelements or steps in the process

The differences that emerge between clients and interior designers have more to dowith the interior designer talking about the tactical steps, something that the client isless likely to think or care about learning, such as:

• Working well with others in order for the project to be a success• Hiring and scheduling the work

Coordination*All Clients Interior Designer


Handles ordering and is a resource for product 67% 59%

Is able to integrate all elements of the design 26% 18%

Works well with others 14% 41%

Schedules work groups and other activities 12% 33%

Coordinates hiring of necessary trades 7% 28%and contractors

Builds consensus among all involved in 7% 8%the process

Covers all details and provides a plan 6% 26%

* Respondents with one or more answers related to "coordination"

Tips• Focus on the fact that you are responsible for getting the job done right.• Don't talk about the process involved in getting the job done.• Show you can create an integrated "look."

Regarding project coordination, clients and interior designers agree onthe importance of the designer:

Coordination:Comparing Clients & Interior Designers

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• Showing examples of work, especially as it relates to that client's specific needs

Differences emerge between clients and interior designers, including:

• Using referrals to show experience - clients value this less than interior designersbelieve

• Showing professionalism - clients value this more than interior designers believe

Experience *All Clients Interior Designer

59% 78%

The type of answers given

Needs to show training, credentials or 53% 44%portfolio to the client

Knows the design business and the 41% 49%client's business

Specializes in the design discipline the 32% 24%client needs

Shows previous work to reinforce 26% 41%capability

Is professional 17% 9%

Shows prior reputation or referrals 5% 38%from past work

Has the experience to select color 5% 10%or finishes

* Respondents with one or more answers related to "experience"

Tips• Show your credentials, but relate them to the client's business.• Don't overemphasize previous projects or referrals.• Focus on what you can do today and how it will work for the client.

When it comes to providing answers that deal with some aspect ofexperience, clients and interior designers think alike on the importance ofthe designer:

Experience:Comparing Clients & Interior Designers

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When it comes to providing answers that deal with aspects of budgetissues, clients and interior designers think alike on the importance of:

• Looking out for the client's budget by avoiding mistakes

Differences emerge between clients and interior designers, including:

• Offering value and the ability to work within the budget. Clients value this lessthan interior designers believe.

• Providing low-cost solutions. Clients value much less than interior designersbelieve. In fact, it is not mentioned at all by clients.

Cost Issues*All Clients Interior Designer


Saves you money by avoiding mistakes 33% 33%

Works within budget established 14% 23%

Optimizes the available budget 7% 21%

Provides quality for the money spent 7% 20%

Offers options and alternatives 5% 0%

Provides low cost or inexpensive service 0% 10% or solutions

* Respondents with one or more answers related to "budget issues"

Tips• Discuss how you can help your clients avoid costly mistakes.• Establish a budget with the client and work within it. Don't talk about it.• Don't say "low cost" or “inexpensive” when offering solutions. Instead say, "This is the smartest or best choice because ..."

Budget Issues:Comparing Clients & Interior Designers

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Reading the Maps

What are the strategic maps? The maps provide a visual representation

of how audiences think. The placement of items on the map signifies

importance to all audiences surveyed. Here are some general rules:

• Middle = Universal = Mentioned by MostItems in the middle of the map are universal, mentionedconsistently by most people

• Edges = Marginal = Mentioned by FewItems toward the edges of the map are marginal, mentioned lessfrequently by a few people

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Marginal, mentioned less frequently




Interior Designers

Universal, mentioned

consistently by most

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Designers

On consumer behavior

COORDINATION

EXPERIENCE

UNDERSTANDING

BUDGET ISSUES

Visual impactand aesthetics

Space utilization and planning

Provides quality

Funtionality,flexibility

On homeowner lifestyle

Can select colors, finishOn productivity

Consults, doesn’t impose

Works withinbudget

Optimizes budget

Schedules work groups and activities

Works well with others

Covers all details

Handles ordering & securing products

Professionalism

Previous work

Reputation referrals

Specialization in area

Knows business

Knows design trends

Show training, credentials, portfolio

Consensusbuilding

Saves you moneyAvoid costlymistakes

Coordinates hiring

Knows client needs andtranslates into design

Visual statementand image

Effects

Provides a plan

Integrates elements of design

Offers options

Lowers Cost

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The Overlay Maps

The Overlays

The overlays on the map illustrate where values overlap or differ by specific audience.For interior designers, the overlay is a dotted line and for the clients it is a shaded area.

• Items inside the overlays = important to that audience

• Items outside the overlays or at the edge = less important to that audience

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The Maps and Consulting Principles

The ASID Consulting Principles outline three key areas that consultantsshould make a part of their life. By aligning them with the results ofstrategic consulting research, we can see the importance of these consult-ing principles because they cluster around the center of the map:

Be Knowledgeable

• Knows how to listen to and understand client's needs, wants anddesires, then can translate them into a design

• Demonstrates that experience and capabilities are the foundation forknowledge of design

• Knows about the technical aspects, i.e. color selection, the effects ofdesign, etc.

Offer Solutions

• Takes care of the details for the client and gets things done• Coordinates the various parts of a project• Acts as a resource for contractors, furniture, etc.


• Consults and doesn't impose by taking the time to listen,understand and interpret

• Develops trust by avoiding costly mistakes and caring about theclient's design and budgetary concerns

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Designers


COORDINATION

EXPERIENCE

UNDERSTANDING

BUDGET ISSUES

Be Knowledgeable

Offer Solutions




Provides quality





Works withinbudget

Optimizes budget



Covers all details


Professionalism

Previous work



Knows business

Knows design trends


Consensusbuilding


Coordinates hiring



Effects

Provides a plan


Offers options

Lowers Cost

CONSULTINGPRINCIPLES

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The Maps by Design SpecialtyOf course, interior designers serve a number of different types of clients.Understanding the subtle differences and nuances across these client typeswill enable the designer to customize their approach and be even moreeffective in meeting expectations.

The following series of maps will demonstrate the similarities and differ-ences in thought and feel among the various types of clients surveyed:

• Residential Clients• Office Clients• Retail Clients• Hospitality Clients• Health-Care Clients• Government/Institutional Clients

In addition to the above clients that the interior designers serve, two otheraudiences that the design professional works with are also included:

• Facility Managers• Industry Representatives

In reviewing the feedback from the maps, it is important to recognize thefollowing:

• The differences by client type are relative to all clients, and representsubtle shifts in the minds of each audience

• While priorities and importance of issues and concerns may differ fromone client type to another, the designer needs to always be cognizantthat all the core elements serving clients are important

The residential audience places more of an emphasis on the designer's

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Residential Client Map

experience than other clients. They also are less concerned with the coordinationskills that an interior designer has to offer.

Key for these clients:

• Residential clients do not need interior designers to provide things like adetailed plan or coordinate the hiring of people for the other parts of the

project.• Residential clients don't want to hear about low-cost solutions or the ability to

save them money.

What does this mean to consulting principles?

Be Knowledgeable

• Connect your experience to your client's goals."Interior designers must articulate their understanding of client's needs and how thattranslates into the design of their living space."

Offer solutions

• Be a resource. "The homeowner doesn't want to worry about where to find things and how to getthem when undergoing a redesign or renovation of their home. They are looking forthe interior designer to take care of these things. They do not need to see a plan.Essentially, they want to have you take that worry off their hands."


• Establish trust.“In a recent order of furniture a mistake was made in the upholstery fabric whichturned out to be a miscommunication between me (the interior designer) and myclient. I feel responsible for fixing the mistake for my client."

In general, office clients are more involved than other kinds of clients in the

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Designers

Residential Clients


COORDINATION

EXPERIENCE

UNDERSTANDING

BUDGET ISSUES

Be Knowledgeable

Offer Solutions




Provides quality





Works withinbudget

Optimizes budget



Covers all details


Professionalism

Previous work



Knows business

Knows design trends


Consensusbuilding


Coordinates hiring



Effects

Provides a plan


Offers options

Lowers Cost

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Designers

Office Clients


COORDINATION

EXPERIENCE

UNDERSTANDING

BUDGET ISSUES

Be Knowledgeable

Offer Solutions




Provides quality





Works withinbudget

Optimizes budget



Covers all details


Professionalism

Previous work



Knows business

Knows design trends


Consensusbuilding


Coordinates hiring



Effects

Provides a plan


Offers options

Lowers Cost

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Office Client Map

technical aspects of the process. They want to know about the specifics ofthe design solution and its visual impact. They are interested in thecoordination involved in designing or redesigning an office space. Also,more than most clients, they pay attention to the budget issues.


• Office clients want an interior designer who understands theirexpectations when it comes to the visual aspects of the designsolution, whether it is to convey the right image or related purely tothe aesthetics or look of the space.

• Office clients have a better understanding of the technical aspects ofthe design and are comfortable discussing them with the interiordesigner.

• Office clients want to see professionalism and some proof that thedesigner specializes in their area of need. There is no need for theinterior designer to focus on other aspects of background andexperience.


Be Knowledgeable

• Be curious and ask questions."Clients embarking on a design or redesign of an office space want you to beinterested in them. They want to establish a trusted dialogue that will helpguide the design process. Ask questions to help you understand their business,so you are on the same professional wavelength as they are."

Offer solutions

• Follow through. "The designer has to be able to take care of everything. They (office clients)have their own business to run and can't be concerned with the details ofgetting the project completed. That's why they hire us."


• Work as a team."No surprises, please. It's up to the designer to take care of things and offeralternatives, complete with the risks and benefits, so that they can make aninformed decision. These are bottom-line people, and that's how they wantto work with us."

Retail clients focus on the effect that the design solution will have on their

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Retail Client Map

customers - primarily to encourage them to purchase a product or service.Specifically, the retail client wants to affect their customer's behavior and make theircustomers feel positive about the establishment.


• Retail clients want an interior designer who can communicate whatthe potential effects on their customers will be.• Retail clients are concerned with the interior designer's experienceand successful track record specifically in retail design, and they arenot interested in other aspects of the background.

What does this mean to our consulting principles?

Be Knowledgeable

• Share what you know."When meeting with potential retail clients, emphasize that you are not an all-purposedesigner. They want to see that you've helped other retail establishments improve theirbusiness and the bottom line."

Offer solutions

• Follow through."In retail, time is money. These clients are interested in having their concerns answeredat that moment - not several days later. They want to believe that you are their con-sultant and not too busy for them. Response time is critical. With the new technologyavailable at our fingertips, it is easier than ever."


• Manage expectations."The focus for retail clients is on their customers, and everything drives in that direction.They need to know that they're making a strategic capital investment that will create areturn and build a brand."

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Designers

Retail Clients


COORDINATION

EXPERIENCE

UNDERSTANDING

BUDGET ISSUES

Be Knowledgeable

Offer Solutions




Provides quality





Works withinbudget

Optimizes budget



Covers all details


Professionalism

Previous work



Knows business

Knows design trends


Consensusbuilding


Coordinates hiring



Effects

Provides a plan


Offers options

Lowers Cost

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Designers

Hospitality Clients


COORDINATION

EXPERIENCE

UNDERSTANDING

BUDGET ISSUES

Be Knowledgeable

Offer Solutions




Provides quality





Works withinbudget

Optimizes budget



Covers all details


Professionalism

Previous work



Knows business

Knows design trends


Consensusbuilding


Coordinates hiring



Effects

Provides a plan


Offers options

Lowers Cost

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Hospitality Client Map

Hospitality clients are similar to retail clients in that they focus on theeffect that the design solution will have on their customers. Theseclients tend to be more involved in the design process, focusing moreon how effectively the interior designer coordinates the project andmanages the budget.


• Hospitality clients want to know about the effect the design willhave on their customers, and how it will draw them back to theirestablishment.

• Hospitality clients want to understand the details of the designprocess.

• Hospitality clients want to be kept appraised of the budget andexpenditures throughout the process.


Be Knowledgeable

• Connect your experience to your clients' goals.“There are many elements to consider. We are expected to pull them alltogether. That's why it's so important to show the client that you've donethis type of project successfully - that you have created great places wherepeople feel comfortable and want to stay."

Offer Solutions

• Define the problem."Clients often ask, 'Will this design bring guests back to spend more moneyat my establishment?' They are looking for a holistic solution - not just aneat-looking space."


• Establish trust."Trust with a client is based on the interior designers' knowledge base.Through this base we know where the money should be spent and willavoid making costly mistakes or missteps."

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Health-care Client Map

Health-care clients are very specific in what they look for from an interiordesigner. There is an emphasis on consensus building, integration of thedesign elements and specialized experience.


• Health-care clients want an interior designer who can show that health-care design is a specialty. It is so extremely important that it obviatesthe need to discuss any experience outside of this specialty.

• Health-care clients see the value of a coordinated, integrated processand expect the interior designer to take the lead.


Be Knowledgeable

• Do your homework."It's important to improve service and respond to obvious issues, such as staffproductivity, safety codes and maintenance issues. There are less obvious issuesthat are very important, such as the cultural swings of the community theclient is serving. Some cultures require varying degrees of privacy or believecertain color schemes are offensive. You must know the customer base and theterminology of the business."

Offer Solutions

• Be a resource."It's important to build consensus and knit together everyone involved in theproject, including the end users (patients)."


• Establish trust."In health care, items such as carpet have a much shorter life span than inareas such as residential. Therefore, the client must trust the interior designerto work within the budget while also attaining good quality."

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Designers

Healthcare Clients


COORDINATION

EXPERIENCE

UNDERSTANDING

BUDGET ISSUES

Be Knowledgeable

Offer Solutions




Provides quality





Works withinbudget

Optimizes budget



Covers all details


Professionalism

Previous work



Knows business

Knows design trends


Consensusbuilding


Coordinates hiring



Effects

Provides a plan


Offers options

Lowers Cost

32

Designers

Government/Institutional Clients


COORDINATION

EXPERIENCE

UNDERSTANDING

BUDGET ISSUES

Be Knowledgeable

Offer Solutions




Provides quality





Works withinbudget

Optimizes budget



Covers all details


Professionalism

Previous work



Knows business

Knows design trends


Consensusbuilding


Coordinates hiring



Effects

Provides a plan


Offers options

Lowers Cost

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Government & Institutional Client Map

Government and institutional clients are less demanding than some otherclients are in general. Their main concern is having an interior designerwho understands their needs and expectations.


• Government and institutional clients want a designer who will listenand establish a dialogue that shows an understanding of what they aretrying to accomplish.

• Government and institutional clients are not interested in the details ofthe coordination process.

• Government and institutional clients are not concerned about thebudget and ask few questions. They want work to be accomplishedwithin a specific budget allocation.

• Government and institutional clients want a professional interiordesigner and do not care about the details behind the experience.


Be Knowledgeable

• Do your homework."Clients and other professionals in institutional environments are looking forsomeone who will come in and make the process easy for them. Take time tolearn everything you can about the organization, so you understand the goalsand are prepared to take action immediately."

Offer Solutions

• Be a resource."We can find solutions to complex problems because we have a team of trustedresources that we can count on to make a project work."


• Manage expectations."They don't have time for detailed involvement and for lots of questions.They want to know what is happening and what to expect - but not all of thedetails."

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Facility Manager Map

Facility managers are the closest to interior designers in how they think. Thisaudience sees coordination as a key part of the process and knows the value of havinga clear understanding of what the client wants to achieve.


• Facility managers are less focused on demonstrated experience. Because they areclose to the design profession, this audience likely has access to a network ofproven interior designers, obviating the need to hear detail about their background.

• Facility managers are less likely to want to hear details of the budget. Theyalready see the value of the interior designer's skills and understand what ittakes to complete a job.


Be Knowledgeable

• Be curious and ask questions."When I work with a facility manager, I ask lots of questions about human behavior,such as how people are going use the space."

Offer Solutions

• Follow through."I demonstrate excellent listening skills in order to offer solutions that will respond toneeds and requests."


• Work as a team.“A team-oriented relationship is critical between the interior designer and facilitymanager."

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Designers

Facility Managers


COORDINATION

EXPERIENCE

UNDERSTANDING

BUDGET ISSUES

Be Knowledgeable

Offer Solutions




Provides quality





Works withinbudget

Optimizes budget



Covers all details


Professionalism

Previous work



Knows business

Knows design trends


Consensusbuilding


Coordinates hiring



Effects

Provides a plan


Offers options

Lowers Cost

36

Designers

Industry Reps.


COORDINATION

EXPERIENCE

UNDERSTANDING

BUDGET ISSUES

Be Knowledgeable

Offer Solutions




Provides quality





Works withinbudget

Optimizes budget



Covers all details


Professionalism

Previous work



Knows business

Knows design trends


Consensusbuilding


Coordinates hiring



Effects

Provides a plan


Offers options

Lowers Cost

37

Industry Representative Map

Industry representatives focus on budget and cost issues much more thanany group. This audience believes that the interior designer's experience is atop priority. They want to know that the interior designer is delivering thevalue that the client is expecting.


• Industry representatives are interested in how the interior designercoordinates a project because they are looking for ways to tie theirproduct into the overall design.

• Industry representatives talk a lot about the effects of the designsolution on behavior, which again ties into them providing theproduct that is used as part of the design solution.


Be Knowledgeable

• Share what you know."We need to be able to come in and select just the right materials for the client,and that comes from having a base of knowledge and experience."

Offer Solutions

• Be a resource.“They (industry representatives) help guide us in solving their client's designchallenges."


• Work as a team."We have to be on the same wavelength when it comes to finding just the rightpiece."

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Q1 Q1A Q21st Mention þ

AMERICAN SOCIETY OF INTERIOR DESIGNERS (ASID) 1 q 1 1

INTERNATIONAL INTERIOR DESIGN ASSOCIATION (IIDA) 2 q 2 2

AMERICAN INSTITUTE OF ARCHITECTS (AIA) 3 q 3 3

FELLOWSHIP/AMERICAN SOCIETY OF 4 q 4 4

INTERIOR DESIGNERS (FASID)

CID 5 q 5 5

INSTITUTE OF STORE PLANNERS (ISP) 6 q 6 6

INTERNATIONAL FACILITIES MANAGEMENT 7 q 7 7

ASSOCIATION (IFMA) 8 q 8 8

INTERIOR DESIGN EDUCATORS COUNCIL (IDEC) 9 q 9 9

ILLUMINATING ENGINEERING SOCIETY (IES) 10 q 10 10

NATIONAL KITCHEN AND BATH ASSOCIATION (NKBA) 11 q 11 11

INTERIOR DESIGNERS OF CANADA (IDC) 12 q 12 12

OTHER (SPECIFY):

STRATMAPtm INTERIOR DESIGNERS SURVEY

(ONLY READ ALOUD THE WORDS IN LOWER CASE)

NAME: PHONE #:

INTERVIEW GROUP:

INTERIOR DESIGNER:q ASID MEMBER ONLY q IIDA MEMBER ONLY

q ASID & IIDA MEMBER q NON MEMBER

INTRODUCTION:"Hello, my name is ________________. I'm calling for LCWA Research in Chicago.We're doing a study on behalf of a professional society to find out how interior design-ers can better serve clients.

We hope you can take some time to provide your input. Would this time work foryou, or could we make a tele-appointment? (IF NECESSARY: All responses will beanonymous.)

1. When you think of various professional societies, associations, appellations oraccreditations for the interior design profession, which ones come to mind? (DONOT READ LIST)

1A. Are you a current member of any professional society or association for theinterior design profession? (IF NEEDED: Which ones? - DO NOT READLIST)

2. (FOR EACH ONE NOT NAMED IN Q1 OR Q1A, ASK Q2) Have youever heard of or are you aware of ...? READ EACH ONE NOT MENTIONEDIN Q1 OR Q1A)?

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3A. (IF ASID CIRCLED IN Q1 OR 1A, ASK Q3A & B) From what youknow or have heard, how would you describe the value of ASID? (ADDITIONALPROBES: What is it that they do to help you? What is it that they do to help theprofession? What are their strengths and weaknesses?)

3B. How has that changed in the past few years?

4A. (IF IIDA CIRCLED IN Q1 OR 1A, ASK Q4A & B) From what you know or haveheard, how would you describe the value of IIDA? (ADDITIONAL PROBES: Whatis it that they do to help you? What is it that they do to help the profession? Whatare their strengths and weaknesses?)

4B How has that changed in the past few years?

5. Briefly, what are the primary types of facilities for which you design interiors mostoften? (PROBE TO CLARIFY CATEGORIZATION, READ ONLY IF NECESSARY)

q RESIDENTIAL - GO TO Q6A q OFFICEq HEALTH CARE q HOSPITALITYq RETAIL q GOVERNMENT/INSTITUTIONAL

6A. (FOR RESIDENTIAL DESIGNERS ONLY) Let me ask you next about theperceived value of using interior designers in quality homes. Do you think clientsregard the use of interior designers as very necessary, necessary, unnecessary, notnecessary at all, or somewhere in the middle?

q VERY NECESSARY q NECESSARYq NEITHER NECESSARY, NOR UNNECESSARYq UNNECESSARY q NOT NECESSARY AT ALL

SKIP TO Q7

6B. (FOR COMMERCIAL DESIGNERS ONLY) Let me ask you next about theperceived necessity of using interior designers in commercial design. Do you thinkclients regard the use of interior designers as very necessary, necessary, unnecessary,not necessary at all, or somewhere in the middle?


7. If I was a new client but knew nothing about what you could do for me, what wouldyou tell me about yourself and the list of services that you could provide? (PROBEFOR FULL RANGE OF SERVICES)

8. What is the primary reason that clients call you? (ADDITIONAL PROBES: Whichof the services you mentioned do clients ask for the most?)

8A. How have these wants changed in the past few years, if at all?

9. In a few words, how would you describe the value of interior designers' services -- ofwhat you provide for clients? (PROBE FOR DESCRIPTION)

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STRATMAPtm CLIENT’S SURVEY

(ONLY READ ALOUD THE WORDS IN LOWERCASE)

NAME: PHONE #:

INTERVIEW GROUP:

CLIENT TYPE (LIST)

1 RESIDENTIAL (READ FOLLOWING INTRODUCTION)"Hello, my name is . I'm calling for LCWA Research in Chicago. We'redoing a study on behalf of a professional society to find out how to help interiordesigners better serve their clients. We're talking with both interior designers and theirclients to find out how the profession can improve.

We hope you can take some time to provide your input. Would this time work for you,or could we make a tele-appointment? (IF NECESSARY: All responses will be anony-mous.)

q OFFICE q RETAILq HEALTH CARE q GOVERNMENT/INSTITUTIONALq FACILITY MGR. q HOSPITALITY

(READ FOLLOWING INTRODUCTION)"Hello, my name is . I'm calling for LCWA Research in Chicago. We'redoing a study on behalf of a professional society to find out how companies andorganizations can be better served by providers of interior design-space planning.

We hope you can take some time to provide your input. Would this time work foryou, or could we make a tele-appointment? (IF NECESSARY: All responses will beanonymous.)

1. How many different design projects where you needed the services of an interiordesigner have you done in the last two years?

_____ ______ ______ (RECORD NUMBER OF TIMES)

q DON'T KNOW/REFUSED

2. And how many different designers have you hired in the last two years?

_____ ______ ______ (RECORD NUMBER OF TIMES)

q DON'T KNOW/REFUSED

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3A. (FOR RESIDENTIAL CLIENTS ONLY) How necessary do you feel itis to use an interior designer for quality home design? Do you regard the use of iinterior designers as very necessary, necessary, unnecessary, not necessary at all orsomewhere in the middle? (CIRCLE ONE ANSWER)


SKIP TO Q43B. (FOR COMMERCIAL CLIENTS ONLY) How necessary do you feel it is to use an

interior designer for commercial design? Do you regard the use of interior designersas very necessary, necessary, unnecessary, not necessary at all or somewhere in themiddle? (CIRCLE ONE ANSWER)


[MATCHES UP W/ QUESTION 7,8]

4. What are the specific services that an interior designer can provide? (PROBE FORDESCRIPTIONS)

5. What is the primary reason that you call an interior designer? (ADDITIONAL:Which of the services you mentioned do you find most valuable?)

5A. How have these wants changed in the past few years, if at all?

6. In a few words, how would you describe the value of interior designers' services?What they have provided for you? (PROBE FOR FULL RANGE OF ANSWERS).

7. In your opinion, how important is it that an interior designer be accredited by aprofessional association? Would you say that it is...?(READ ANSWER CATEGORIES - CIRCLE ONE ANSWER)

q VERY NECESSARY q NECESSARYq NEITHER NECESSARY NOR UNNECESSARYq UNNECESSARY q NOT NECESSARY AT ALL

7A. (ASK IF VERY OR SOMEWHAT NECESSARY) What do you see as the value ofusing an interior designer that's accredited?

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American Society

of Interior Designers

608 Massachusetts Ave., N.E.

Washington, D.C. 20002-6006

Ph: 202-546-3480

Fax: 202-546-3240

Mission StatementASID is the definitive resource for knowledge sharing, advocacy of interior designers’right to practice, professional education, and expansion of interior design markets.

About ASIDThe American Society of Interior Designers (ASID), headquartered in Washington,D.C., is the oldest and largest professional organization for interior designers and hasthe largest commercial and residential membership.

With more than 30,500 members, ASID establishes a common identity for profes-sionals and businesses in the filed of interior design. ASID provides its member withongoing support, education and resources.

Professional members of ASID must pass rigorous acceptance standards: they musthave a combination of accredited design education and/or full-time work experienceand a pass a two-day accreditation examination administered by the National Coun-cil for Interior Design Qualification (NCIDQ).

Of the Society’s 20,000 practicing interior designers, 6,500 practice primarily in thecommercial field with 4,000 practicing primarily as residential designers. Theremaining 9,500 practice both commercial and residential design. ASID’s member-ship also includes approximately 8,000 students.

ASID’s Industry Partners include more than 3,500 member firms and individualrepresentatives, uniting the professional designer with manufacturers and suppliers ofdesign-related products and services.

The association has 48 chapters throughout the United States and more than 450international members. ASID was founded in 1975 with the consolidation of theAmerican Institute of Designers (AID) and the National Society of Interior Design-ers (NSID).

ASID promotes professionalism in interior design services and products for thework, home, learning and commercial environments.

ASID members also receive the most current information about appropriate materi-als, technology, building codes, government regulations, flammability standards,design psychology and product performance.

For more information about ASID, to be included on the list for future mailings onoffice productivity, or to locate an ASID interior designer, please contact or visit usat:

www.asid.org (member and potential information)

www.asidnews.com (media inquiries)

www.interiors.org or 1-800-610-ASID (worldwide referral service)

strategic mapping

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