Survey highlights the benefits of marketing through CPD

Recent research into how specifiers approach and source Continuing Professional Development (CPD) material offers some clear guidance to building product manufacturers and construction industry service providers.

As part of its ongoing programme of product development the RIBA CPD Providers Network recently commissioned a survey* into the types of CPD information most in demand among specifiers, as well as their preferences as regards delivery. Respondents were mostly architects, but included surveyors, engineers and planners, with an average of 17 years experience each. In all more than 350 specifiers took part, in a sample that represented large and small practices, corporate organisations, local authorities and educational establishments from across the UK.

The results showed that 86 per cent turned to the RIBA CPD Providers Network for CPD, with half of respondents using it for more than a quarter of their CPD needs and a third using it for more than half their CPD. Two thirds rated content and presenter skill as either ’good’ or ’very good’, while 86 per cent were happy to recommend CPD seminars by Providers to others.

Most specifiers searched for CPD by topic, particularly regarding new legislation. Seminars were the most common CPD activity, with 71 per cent stating that they’d attended one in the past six months. Mornings were the most popular start time (44 per cent), followed by lunchtime (42 per cent). By comparison, afternoon seminars proved a draw to only 10 per cent of respondents, and evening seminars only 4 per cent. Just under half confirmed the existence of an office CPD calendar, and just over half the use of a personal one.

Product or service information were the most prevalent topics covered, followed by Building Regulations and legislation. Technical material was also popular (82 per cent of respondents) with 75 per cent sourcing it from the Providers Network.

Although many specifiers were happy to use digital media to access CPD via DVDs, CDs, social networks, webcasts, online forums and even podcasts, getting ‘out and about’ remained far more popular. 43 per cent of respondents had accessed RIBA CPD at exhibitions and 51 per cent by attending a RIBA Roadshow.

* Survey conducted by Loud Marketing in August 2009.

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