Kelly, Christopher John2011-07-032022-10-262011-07-032022-10-2619811981https://ir.wgtn.ac.nz/handle/123456789/25082It is suggested that the architect is playing an obsolete social role, this obsolecence stemming from social changes to which the profession has not adjusted. "The professional role" of the architect is being challenged and indications are that the architect should take the public completely into his confidence. This can be done by adopting a marketing approach that identifies what a consumer wants and why. Some qualitative research included, evidences the fact that there is a disparity between what architects believe potential clients are thinking and what they are actually thinking. The image of the architectural profession relative to five other occupations, is also established, as this is market knowledge that affects every practice and yet these facts and their importance are neglected by the profession. The paper concludes by suggesting that the trend of architecture should be away from professionalism and science, and more towards its role as art. By adopting this approach the architect's links with the public would be restored.pdfen-NZArchitecture as a professionArchitectural praticeArchitectureText