The construction industry is characterised by ever-changing projects that constantly involve new clients, teams and people. This results in the need to build up new sets of relationships each time. Within these relationships the perspective of the users of space is mostly neglected, partly due to the ephemeral nature of the industry, but partly also because of the character and culture of the architectural profession. In contrast, this paper argues that the architectural profession needs to make a double turn: firstly, the needs and wishes of the user need to be in the centre of the architectural business. Secondly, the whole industry may change from a project-centred one into a process-based one where the process of finding out what the client needs, of engaging the users, proposing a design solution, managing the project, and evaluating its use and appropriation in the end in order to learn from it, is nearly as important as aesthetics, form and function. This involves a lot more intelligence and research about cultures and characteristics of the client, may it be a private person, a city council or a corporation, hence architectural and organisational research may play a new role in the architectural professional culture
