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BUSINESS NEWS CORGAN STUDIES
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spaces. The report combines primary and secondary research – including a survey of 1,480 renters across six key Sun Belt markets – to highlight critical gaps between industry perceptions and renters’ lived experiences, providing developers and property managers with actionable insights to better align with renter needs and preferences. The thoughtfully designed study is structured so it can be replicated and applied to different geographic markets. CORE recognition was also awarded to “Designing with Mass Timber: A Comparative Prototype Analysis of Structural Materials and Real CO2e Emissions Assessment,” research that consists of three studies. Developed by Corgan–Hugo and Corgan–Echo, the firm’s sustainability group, two reports examine the differences between concrete and mass timber construction and a third report identifies biogenic carbon emissions that are often unaccounted for in life-cycle assessment studies for mass timber buildings. In response to the research findings, the firm developed the Corgan Mass Timber Carbon Calculator – a dynamic tool that helps architects and designers to estimate biogenic carbon emissions in mass timber projects and more accurately calculate a project’s overall embodied carbon. Intended to educate and empower the industry, the
free tool allows designers to compare the impact of different tree species and consider lower carbon-intensive timber species at every project phase, leading to more sustainable project outcomes. EDRA’s Great Places Award recognizes research concerned with the experiential relationship between people and their environment, and this year’s Place Research Award was awarded to “Transforming Passenger Experiences: A Data-Driven Journey Map at Ontario International Airport.” Corgan conducted a data-driven experiential optimization study that mapped the passenger journey at Ontario International Airport, revealing challenges and opportunities. Data analysis identified both short-term and long-term strategies that would make substantial improvements in wayfinding and the overall passenger experience. ONT is implementing changes based on the findings. Given the replicable research methodology, the experiential optimization study can be conducted at other airports and building types. “Research and data-driven insights are at the core of everything we do, allowing us to develop innovative design solutions for our clients,” said Samantha Flores, director of Corgan–Hugo. “Curiosity is foundational to our culture as a firm, and we see vast opportunities to leverage data to solve problems and achieve exceptional outcomes.”
CERTIFICATE RESEARCH EXCELLENCE FROM ENVIRONMENTAL DESIGN RESEARCH ASSOCIATION OF Research from global architecture and design firm Corgan has been recognized by the Environmental Design Research Association, an international, interdisciplinary organization. Corgan was recognized with two EDRA Certificates of Research Excellence. CORE recognition honors innovative, practice-based environmental design research, and as part of the review process, the two submissions underwent a rigorous, double-blind review by a panel of experts. A third study received the EDRA Great Places Award in the category of Place Research. The Great Places Award honors projects with an interdisciplinary approach that is enduring, human- centered and sustainable. EDRA’s highest recognition – CORE Certification with Merit Status – was awarded to Corgan’s “Residency Reshaped: The Future of Multifamily,” which addresses transformative shifts in the U.S. multifamily housing market. Developed by Corgan–Hugo, the firm’s research and innovation group, in partnership with the firm’s Multifamily practice, the study explores how renters’ priorities are evolving in the wake of hybrid work trends, affordability challenges, and changing expectations for living
Every firm is different. Each firm brings a distinct skill set to each project. Don’t try to be everything to everyone. Create a one-of-a-kind experience for your clients through your differentiating factor. Know your firm and understand how your clients see your firm. Lindsay Young, MBA, FSMPS, CPSM is a marketing services advisor with Zweig Group and president and founder of nu marketing. She can be reached at lyoung@zweiggroup.com. “When you know who you are and where you want to be in a year, three years, or five years, you’ll be better equipped to make sound business decisions. Knowing your differentiating factor allows you to market your firm utilizing that uniqueness.”
LINDSAY YOUNG, from page 9
Knowing your company culture and what differentiates your firm from the others are the first steps. When you know who you are as a company and where you want to be in a year, three years, or five years, you’ll be better equipped to make sound business decisions. Knowing your differentiating factor allows you to market your firm utilizing that uniqueness. If you don’t know, then you need to complete an internal brand audit and external client perception surveys. These two exercises will help you focus on what makes you different according to your existing clients, so you can better market those benefits to prospects. It gives you time to reflect and make sure you are headed in the right direction with your company culture and focusing on your differentiating factor. As a firm, you don’t want to be (or need to be) everything to everyone. You want clients who value your expertise, pay you a fair fee, and treat you and your team with respect. When those things aren’t aligned, it’s not a good fit for your firm or your team. Determining what your firm is helps you select which projects to pursue and what people to hire to best serve your clients.
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THE ZWEIG LETTER SEPTEMBER 8, 2025, ISSUE 1600
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