In Phase One a Market Research task was performed to determine if there was potential to influence change in the marketplace.

The objective was to understand in detail the current priorities, concerns, and decision processes of major corporations and facilities executives regarding the workplace environment. To achieve this goal, a survey was conducted with the assistance of a market research firm.¹ As part of the survey, corporate and institutional realty managers, facilities executives, and division managers, who have profit-and-loss responsibilities tied to facility operations and staff management were contacted via telephone interviews. The survey focused on key facility management issues, the obstacles that affect the ability to deliver quality work environments, and how lighting fits into the workplace environmental planning priorities.

The results of the market research reflected that, in general, lighting showed up very strongly in the list of priorities of those surveyed. The 60-90 minute survey was conducted on over 100 participants from the facilities profession, managers and executives. The interviews produced the following insights:

• Worker performance, health and satisfaction and organizational productivity are important factors to facilities executives and owners. Surprisingly, worker satisfaction ranked higher in importance than worker output. (see FIG 1)
  
  
• There is a strong belief in the marketplace that lighting has an impact on productivity and health. Lighting was rated one of the top environmental influences that impact productivity and health. This was found in both prompted and open-ended responses. Statistically, this is very significant and indicates that lighting is taken seriously as a factor in the workplace.
  
  
• There is a high demand for information that will justify purchasing and installing energy-efficient, quality light. (see FIG 2, sidebar)

A 1999 market research study by Ducker Research interviewed end users responsible for making decisions involving the quality of the office environment and physical facilities. Respondents included CEOs, facility executives, and real estate managers. The respondent set was responsible for a total of 232 million square feet.

When asked whether the following prompted factors were considered when making decisions regarding the quality of the built environment, their answers were as follows:

The market research team analyzed the dynamics involved in the process of specifying and installing lighting. The data confirmed that the individuals who have the greatest expertise in lighting also have the least amount of control in the process. Those who have the greatest influence do not necessarily consider lighting a high priority. These results also give us very clear guidance about where to target our market transformation efforts. The owners and tenants are the only parties involved who have a high level of influence on lighting decisions while also having a high incidence of involvement. Unfortunately, they do not consider lighting of the greatest importance. If research results can convince owners of the value of lighting and it's potential to positively influence their strategic business outcomes, then the owners have the power and the means to get high quality lighting installed.

The results of the Market Research Task have formed the basis for the Market Transformation Strategic Plan and related tasks. The results also indicated which outcome measures should be included in the research and experimental designs of the Phase Two lighting and productivity research projects to ensure that the results will actually influence the market.

¹ Ducker Research, August 1999