The value of engineering design: a study of perceptions of the consulting engineer's contribution to building and civil engineering projects, and the marketing of consulting services

Poor perceptions of the value of the engineers' contribution to building designs by clients is one of the main challenges facing the consulting engineering profession. Several reports and papers have warned of the negative consequences of this problem for the future of the profession. However, no previous research has investigated its possible causes. This research fills some of the gaps in this area. The research study focuses on the influence of architects and the marketing efforts of engineering consultants on clients' perception of the value of the consulting engineers' contribution to building and civil engineering projects. The literature review reveals that engineers often complain that their engineering design work on building projects is undervalued. They also feel that clients value their engineering design work more on civil engineering projects than building projects. Engineers tend to blame architects for influencing clients' perceptions of the value of the engineers' contribution to building design, and sometimes blame themselves for not succeeding in marketing the value of their engineering design skills in building projects. The following hypotheses were tested statistically by means of three surveys sent to engineers and architects: consulting engineers feel that clients value their engineering design contribution more in a civil engineering project than in building projects; architects influence clients' perceptions of the value of engineering design in building projects; attitudes towards marketing in consulting engineering firms are not improving. The results indicated that there is little difference in engineers' perceptions of how clients value their contributions, between building and civil engineering projects. On the other hand it was found that clients' under-valuation of the contribution made to building projects by consulting engineers is due more to the engineers' poor marketing of their technical skills than to the influence of architects on the clients' views. It is recommended that the consulting engineering profession places more emphasis on marketing the benefits of their technical skills to clients.