{"id":2933,"date":"2020-11-13T11:21:11","date_gmt":"2020-11-13T10:21:11","guid":{"rendered":"https:\/\/makevision.cz\/?p=2933"},"modified":"2020-11-24T22:59:32","modified_gmt":"2020-11-24T21:59:32","slug":"vyberova-rizeni-vyzkum","status":"publish","type":"post","link":"https:\/\/makevision.cz\/vyberova-rizeni-vyzkum\/","title":{"rendered":"V\u00fdb\u011brov\u00e1 \u0159\u00edzen\u00ed: jak ud\u011blat dobr\u00fd v\u00fdzkum rychle a levn\u011b"},"content":{"rendered":"\n[et_pb_section fb_built=“1″ _builder_version=“3.22″ custom_padding=“0|0px|0|0px|false|false“][et_pb_row _builder_version=“3.25″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ max_width=“680px“ custom_padding=“3px|0px|21px|0px|false|false“ use_custom_width=“on“ custom_width_px=“680px“][et_pb_column type=“4_4″ _builder_version=“3.25″ custom_padding=“|||“ custom_padding__hover=“|||“][et_pb_text _builder_version=“4.4.8″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“]

V\u00fdb\u011brov\u00e1 \u0159\u00edzen\u00ed jsou sou\u010d\u00e1st\u00ed byznysu marketingov\u00fdch agentur, a\u0165 se n\u00e1m to l\u00edb\u00ed nebo ne. \u010casto p\u0159in\u00e1\u0161\u00ed stres a zbyte\u010dnou pr\u00e1ci<\/strong>. N\u011bkdy d\u00e1vaj\u00ed agentur\u00e1m prostor uk\u00e1zat se zadavatel\u016fm, ke kter\u00fdm by se na p\u0159\u00edmo nedostaly.<\/span><\/p>\n

I kdy\u017e se tu a tam objev\u00ed agentury, kter\u00e9 do v\u00fdb\u011brov\u00fdch \u0159\u00edzen\u00ed nechod\u00ed (plat\u00ed to i pro Makevision), v\u00fdb\u011brka tu budou i d\u00e1l. A i proto se s v\u00e1mi pod\u011bl\u00edme o jeden vhled, kter\u00fd se t\u00fdk\u00e1 v\u00fdb\u011brov\u00fdch \u0159\u00edzen\u00ed.<\/span><\/p>\n

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\u201cNa\u0161i pr\u00e1ci v\u017edy chceme stav\u011bt na insightech, ale ve v\u00fdb\u011brku m\u00e1me sv\u00e1zan\u00e9 ruce.\u201d<\/span><\/p>[\/et_pb_text][et_pb_text _builder_version=“4.4.8″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“]

P\u0159i rozhovorech s lidmi z agentur jsme narazili i na tenhle vhled: p\u0159i v\u00fdb\u011brov\u00e9m \u0159\u00edzen\u00ed, kter\u00e9 m\u00e1 omezen\u00fd \u010das i rozpo\u010det, m\u00e1 agentura, kter\u00e1 chce uk\u00e1zat precizn\u00ed pr\u00e1ci postavenou na insightech, omezen\u00e9 mo\u017enosti<\/strong>.
<\/span><\/p>\n

\u010casto to sklouz\u00e1v\u00e1 k tomu, \u017ee si agentura vhled vymysl\u00ed od stolu nebo ho dostane z dotazn\u00edku, kter\u00fd zam\u011bstnanci agentury roze\u0161lou na p\u00e1r sv\u00fdch zn\u00e1m\u00fdch. Co\u017e jist\u011b uzn\u00e1te, \u017ee nen\u00ed postup, kter\u00fd v\u00e1s vyst\u0159el\u00ed na ob\u011b\u017enou dr\u00e1hu.<\/span><\/p>[\/et_pb_text][et_pb_text _builder_version=“4.7.0″ _module_preset=“65e40347-ce53-4911-a62a-2f2d45c49bc5″]

Co jsou to vhledy?
<\/span><\/h3>\n

Vhledy jsou v prost\u0159ed\u00ed marketingu n\u011bjak\u00e1 p\u0159ekvapiv\u00e1, ale uv\u011b\u0159iteln\u00e1 zji\u0161t\u011bn\u00ed o chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f, na kter\u00e1 naraz\u00edte nej\u010dast\u011bji pro jejich pozorov\u00e1n\u00ed nebo diskuz\u00ed s nimi. V\u00edc si p\u0159e\u010dt\u011bte <\/span>v \u010dl\u00e1nku o vhledech<\/span><\/a>.<\/span><\/p>\n

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Chcete insighty? Zapojte kvalitativn\u00ed v\u00fdzkum<\/span><\/h2>\n

Jak\u00e9 mo\u017enosti tedy jako agentura m\u00e1te? Vid\u00edme dv\u011b metody, kter\u00e9 zvl\u00e1dnete sami \u2013 m\u016f\u017ee si ud\u011blat <\/span>s\u00e9rii n\u011bkolika hloubkov\u00fdch rozhovor\u016f nebo tzv. bleskovou online focus group<\/b>. Ano, jsou to kvalitativn\u00ed v\u00fdzkumy, ale pokud pot\u0159ebujete z\u00edskat insighty, je to nejkrat\u0161\u00ed cesta.<\/span><\/p>\n

Podstatn\u00e9 je, abyste i p\u0159i snaze ud\u011blat rychle v\u00fdzkum dodr\u017eeli p\u00e1r z\u00e1kladn\u00edch pravidel, kter\u00e1 zajist\u00ed, \u017ee v\u00fdzkum bude nejen rychl\u00fd, ale i dobr\u00fd.<\/span><\/p>\n

V prvn\u00ed \u0159ad\u011b se mus\u00edte <\/span>bavit se spr\u00e1vn\u00fdmi lidmi<\/b>. Sta\u010d\u00ed si p\u0159edem ov\u011b\u0159it, \u017ee je respondent relevantn\u00edm z\u00e1kazn\u00edkem \u2013 tzn. nakupuje v dan\u00e9 kategorii. Chcete tak\u00e9 pestr\u00fd vzorek respondent\u016f \u2013 z\u00e1m\u011brn\u011b si vyb\u00edrejte mlad\u00e9 i star\u00e9, z velk\u00fdch i mal\u00fdch m\u011bst, \u010dasto i m\u00e9n\u011b \u010dasto nakupuj\u00edc\u00ed apod. B\u011b\u017en\u011b pot\u0159ebujete dos\u00e1hnout na lidi, kte\u0159\u00ed jsou z opa\u010dn\u00fdch \u010d\u00e1st\u00ed republiky. Jedin\u00e1 mo\u017enost je pak v\u00fdzkum na d\u00e1lku \u2013 m\u016f\u017eete si zavolat t\u0159eba p\u0159es Zoom, nebo si ud\u011blat bleskovou online fokusku v Nautie.<\/span><\/p>\n

Za druh\u00e9, <\/span>mus\u00edte se tak\u00e9 dob\u0159e pt\u00e1t a dopt\u00e1vat se<\/b> (proto\u017ee v tom je p\u0159\u00ednos kvality). Pokud se v\u00fdzkumy ne\u017eiv\u00edte, budou pro v\u00e1s v\u017edy jednodu\u0161\u0161\u00ed tzv. asynchronn\u00ed metody, kter\u00e9 d\u00e1vaj\u00ed v\u00fdzkumn\u00edkovi prostor rozmyslet si, na co a jak se bude dopt\u00e1vat. Z tohoto pohledu je bleskov\u00e1 online fokuska jednodu\u0161\u0161\u00ed ne\u017e t\u0159eba face-to-face individu\u00e1ln\u00ed rozhovor.<\/span><\/p>\n

T\u0159et\u00ed bod se t\u00fdk\u00e1 vyhodnocen\u00ed \u2013 nezapome\u0148te, \u017ee se bav\u00edme o kvalitativn\u00edm v\u00fdzkumu. Z takov\u00e9ho v\u00fdzkumu ned\u011bl\u00e1te z\u00e1v\u011bry. Z\u00e1v\u011bry se potvrzuj\u00ed v kvantitativn\u00edch v\u00fdzkumech (a mo\u017en\u00e1 by bylo p\u0159esn\u011bj\u0161\u00ed \u0159\u00edct, \u017ee se sp\u00ed\u0161 vyvrac\u00ed hypot\u00e9zy). M\u011bli byste <\/span>hledat zaj\u00edmav\u00e9 informace, kter\u00e9 v\u00e1m pomohou rozkr\u00fdt, jak se lid\u00e9 chovaj\u00ed a rozhoduj\u00ed<\/b>. A ide\u00e1ln\u011b si je n\u011bkde ov\u011b\u0159it \u2013 tady poslou\u017e\u00ed t\u0159eba i existuj\u00edc\u00ed data jako MML nebo data na \u010cS\u00da. Pom\u00e1h\u00e1 tak\u00e9, pokud si nad v\u00fdpov\u011b\u010fmi sednete ve v\u00edce lidech \u2013 t\u0159eba cel\u00fd t\u00fdm, kter\u00fd se pod\u00edl\u00ed na v\u00fdb\u011brku. Ale pozor na <\/span>groupthink<\/span><\/a>.<\/span><\/p>\n

Co p\u0159inesla Bleskov\u00e1 online focus group pro Pra\u017eskou plyn\u00e1renskou<\/span><\/h2>\n

Bleskovou online diskuzi jsme nab\u00eddli v r\u00e1mci spolupr\u00e1ce na leto\u0161n\u00edch Superbrands tak\u00e9 Pra\u017esk\u00e9 plyn\u00e1rensk\u00e9. Zkoumali jsme, co z\u00e1kazn\u00edci od sv\u00fdch dodavatel\u016f energi\u00ed o\u010dek\u00e1vaj\u00ed. Mimo jin\u00e9 jsme narazili na n\u00e1sleduj\u00edc\u00ed vhled:<\/span><\/p>\n

Dodavatel\u00e9 maj\u00ed z\u00e1jem jen o nov\u00e9 klienty, na ty v\u011brn\u00e9 ka\u0161lou. V\u011brn\u00ed klienti by uv\u00edtali n\u011bjak\u00e9 v\u00fdhody (zvl\u00e1\u0161\u0165 slevy)<\/b><\/p>[\/et_pb_text][et_pb_image src=“https:\/\/makevision.cz\/wp-content\/uploads\/2020\/11\/Sn\u00edmek-obrazovky-2020-10-23-v-9.46.17.png“ title_text=“Sn\u00edmek obrazovky 2020-10-23 v 9.46.17″ show_in_lightbox=“on“ _builder_version=“4.7.0″ _module_preset=“default“][\/et_pb_image][et_pb_text _builder_version=“4.7.1″ hover_enabled=“0″ _module_preset=“4717827e-a322-4e81-b5ff-d116d416a6cb“ sticky_enabled=“0″]

Zrovna tento poznatek zaujal tiskov\u00e9ho mluv\u010d\u00edho Pra\u017esk\u00e9 Plyn\u00e1rensk\u00e9, pana Miroslava Vr\u00e1nka, kter\u00fd se rozhodl ho prozkoumat do hloubky:<\/span><\/p>\n

\n

Pot\u0159eba odm\u011bnit na\u0161e v\u011brn\u00e9 z\u00e1kazn\u00edky se uk\u00e1zala jako evidentn\u00ed. Je to t\u00e9ma, kter\u00e9 n\u00e1s ur\u010dit\u011b zaj\u00edm\u00e1 a te\u010f pot\u0159ebujeme pochopit, jak\u00e1 by ta nab\u00eddka m\u011bla vypadat<\/span><\/i>.<\/span><\/p>\n<\/blockquote>\n

V navazuj\u00edc\u00edm v\u00fdzkumu zkoum\u00e1me, jak by lid\u00e9 cht\u011bli b\u00fdt odm\u011bn\u011bni a testujeme tak\u00e9 prototypy n\u011bkolika nab\u00eddek \u2013 a\u0165 u\u017e z pohledu srozumitelnosti nebo d\u016fle\u017eitosti r\u016fzn\u00fdch benefit\u016f.<\/span><\/p>\n

Mal\u00fd rozpo\u010det neomlouv\u00e1 absenci v\u00fdzkumu<\/span><\/h2>\n

V\u00fdzkum\u016f se nebojte. Pozn\u00e1v\u00e1n\u00ed z\u00e1kazn\u00edk\u016f nem\u016f\u017ee b\u00fdt dom\u00e9nou jen v\u00fdzkumn\u00fdch agentur<\/a>. \u017de nem\u00e1te vy nebo klient dostatek \u010dasu nebo rozpo\u010det? To rozhodn\u011b neznamen\u00e1, \u017ee se m\u016f\u017eete na pozn\u00e1v\u00e1n\u00ed z\u00e1kazn\u00edk\u016f vyka\u0161lat<\/strong>. S metodami, kter\u00e9 uv\u00e1d\u00edme, m\u016f\u017eete vyt\u00e1hnout eso z ruk\u00e1vu, p\u0159in\u00e9st lep\u0161\u00ed pr\u00e1ci a p\u0159itom n\u00e1kladov\u011b nevykrv\u00e1cet. A pokud p\u0159ijdete na n\u011bco, co stoj\u00ed za to prozkoumat (jako my v p\u0159\u00edpad\u011b Pra\u017esk\u00e9 plyn\u00e1rensk\u00e9), pom\u016f\u017ee v\u00e1m to z\u00edskat si d\u016fv\u011bru klienta a t\u0159eba i v\u00fdhru ve v\u00fdb\u011brov\u00e9m \u0159\u00edzen\u00ed.<\/span><\/p>\n

Nicm\u00e9n\u011b, a\u0165 u\u017e jde o bleskovou online focus group nebo n\u011bkolik rozhovor\u016f, v\u017edy je pot\u0159eba nad t\u011bmito metodami uva\u017eovat jako nad pilotn\u00edm v\u00fdzkumem<\/strong>. Nedok\u00e1\u017eou nahradit klasickou t\u00fddenn\u00ed nebo 14denn\u00ed online focus group<\/a> nebo s\u00e9rii t\u0159iceti rozhovor\u016f. Pokud se ale bav\u00edme o v\u00fdb\u011brov\u00fdch \u0159\u00edzen\u00edch, kde je c\u00edlem uk\u00e1zat z\u00e1jem, zp\u016fsob p\u0159em\u00fd\u0161len\u00ed a celkov\u011b p\u0159ekvapit, je toto cesta.<\/span><\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]\n","protected":false},"excerpt":{"rendered":"

V\u00fdb\u011brov\u00e1 \u0159\u00edzen\u00ed jsou sou\u010d\u00e1st\u00ed byznysu marketingov\u00fdch agentur, a\u0165 se n\u00e1m to l\u00edb\u00ed nebo ne. \u010casto p\u0159in\u00e1\u0161\u00ed stres a zbyte\u010dnou pr\u00e1ci. N\u011bkdy d\u00e1vaj\u00ed agentur\u00e1m prostor uk\u00e1zat se zadavatel\u016fm, ke kter\u00fdm by se na p\u0159\u00edmo nedostaly. I kdy\u017e se tu a tam objev\u00ed agentury, kter\u00e9 do v\u00fdb\u011brov\u00fdch \u0159\u00edzen\u00ed nechod\u00ed (plat\u00ed to i pro Makevision), v\u00fdb\u011brka tu budou […]<\/p>\n","protected":false},"author":3,"featured_media":2935,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[6],"tags":[],"yoast_head":"\nV\u00fdb\u011brov\u00e1 \u0159\u00edzen\u00ed: jak ud\u011blat dobr\u00fd v\u00fdzkum rychle a levn\u011b < Makevision<\/title>\n<meta name=\"description\" content=\"Ve v\u00fdb\u011brov\u00fdch \u0159\u00edzen\u00ed se chce ka\u017ed\u00fd vyt\u00e1hnout, ale p\u0159itom m\u00e1 omezen\u00fd \u010das i rozpo\u010det? 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