Case study
Beyond Products: How Marvin Deepened Engagement with Architects Through AIA Research
For more than 110 years, Marvin has been a trusted name in the custom residential, commercial and institutional window and door space, offering design-forward solutions that prioritize performance, craftsmanship, and lasting beauty. As the design and construction industries continue to evolve, so too has Marvin’s approach to understanding and supporting architects.
In a recent partnership with The American Institute of Architects (AIA), Marvin set out to deepen its engagement and understanding of architects, particularly those working in the custom residential sector. Through targeted research, Marvin leveraged the power of AIA’s vast network to better meet the needs of one of its most critical audiences.
The result is a compelling example of how manufacturers can harness the power of AIA to go beyond selling products to become meaningful partners in the design process.
The challenge
Gaining a better understanding of a critical audience
As a manufacturer rooted in the custom residential space, Marvin has long prioritized relationships with architects who bring residential designs to life. The company has a strong presence in the market, but various internal teams identified a need for a data-driven understanding of today’s architect preferences and behaviors.
“We wanted to understand what makes them tick, what are their pain points,” said Ann Rauch, Strategic Marketing Manager, Architect Segment, at Marvin. “Our goal was to go deeper on our primary architect in that residential space and also understand the competitive landscape.”
The solution
AIA as a strategic research partner
To address these needs, Marvin partnered with The American Institute of Architects, whose membership includes more than 100,000 architecture professionals across the globe, representing a broad spectrum of specialties and experience levels.
As the largest, most influential network of architects and design professionals, AIA offered Marvin the unique opportunity to conduct research that tapped into the residential architectural and design community.
The research work spanned multiple methodologies and approaches to help Marvin get a closer understanding of its core customer. AIA conducted a custom analysis and report of AIA’s Firm Survey—a study of the business of architecture spanning nearly four decades. The AIA research team also helped Marvin understand the motives, drivers, and brand perspectives through surveying their target audience. Finally, AIA provided a custom analysis and benchmarking of Marvin’s education offerings in comparison to their peer set.
Through AIA’s research capabilities, Marvin was able to gain direct insight into how residential architects view building product manufacturers. The research focused on what they value, what they need, and how they make decisions. Importantly, the research could be done at scale with segmented audiences, providing Marvin with rich, actionable research findings.
A model for industry collaboration
Why the AIA partnership worked
At the heart of the Marvin–AIA partnership is a shared commitment to supporting architects and elevating the built environment.
Marvin’s brand values, craftsmanship, durability, and design excellence, mirror many of the same principles AIA champions. With a legacy that spans over 100 years, Marvin is known for its reliability and innovation, qualities that resonate deeply with architects who must trust the products they specify.
“It’s our goal to help bring an architect’s vision to life,” said Rauch. “Whether it’s a historic building that’s being rehabilitated, an existing house they want to remodel to make better for the way we live today, or a brand-new custom residence, the partnership with AIA gave us insights to further support how we make that happen.”
Marvin’s partnership with AIA demonstrates the power of strategic collaboration between product manufacturers and professional associations. By combining AIA’s access to targeted architectural audiences with Marvin’s commitment to design-forward, high-performance solutions, both organizations were able to deliver meaningful value to the architectural community.
Outcomes
Stronger insights, stronger relationships
Marvin’s collaboration with AIA yielded both strategic insights and enhanced brand engagement.
The research helped Marvin align more closely with what architects truly care about. The findings will provide insights that impact strategic and program planning in many areas of the company.