{"id":3132,"date":"2020-01-28T13:34:40","date_gmt":"2020-01-28T12:34:40","guid":{"rendered":"https:\/\/makevision.cz\/?p=3132"},"modified":"2022-04-07T18:15:00","modified_gmt":"2022-04-07T16:15:00","slug":"kokoza-online-focus-group-pripadova-studie","status":"publish","type":"post","link":"https:\/\/makevision.cz\/kokoza-online-focus-group-pripadova-studie\/","title":{"rendered":"Kokoza: Jak zajistit, aby lid\u00e9 za\u010dali t\u0159\u00eddit bioodpad"},"content":{"rendered":"

[et_pb_section fb_built=“1″ admin_label=“section“ _builder_version=“4.16″ background_color=“#f9f9f9″ custom_padding=“0|0px|4px|0px|false|false“ global_colors_info=“{}“ theme_builder_area=“post_content“][et_pb_row column_structure=“2_5,3_5″ _builder_version=“4.16″ background_enable_color=“off“ custom_padding=“25px|10px|3px|10px|false|false“ border_color_all=“#332f21″ global_colors_info=“{}“ theme_builder_area=“post_content“][et_pb_column type=“2_5″ _builder_version=“4.16″ background_color=“#8b84d7″ custom_padding=“|||“ global_colors_info=“{}“ custom_padding__hover=“|||“ theme_builder_area=“post_content“][et_pb_text _builder_version=“4.16″ link_font=“||||on||||dotted“ link_text_color=“#ffffff“ ol_text_color=“#ffffff“ ol_font_size=“13px“ header_text_color=“#ffffff“ header_2_text_color=“#ffffff“ background_enable_color=“off“ custom_padding=“20px|20px|20px|20px||true“ custom_padding_tablet=““ custom_padding_phone=“15px|15px|15px|15px|true|true“ custom_padding_last_edited=“on|phone“ global_colors_info=“{}“ theme_builder_area=“post_content“]<\/p>\n

Obsah p\u0159\u00edpadovky<\/h2>\n
    \n
  1. Kontext v\u00fdzkumu<\/a><\/li>\n
  2. Online focus group<\/a><\/li>\n
  3. Segmentace c\u00edlov\u00e9 skupiny<\/a><\/li>\n
  4. Kampa\u0148<\/a><\/li>\n
  5. Kompletn\u00ed v\u00fdstupy z projektu<\/a><\/li>\n<\/ol>\n

    [\/et_pb_text][\/et_pb_column][et_pb_column type=“3_5″ _builder_version=“4.16″ custom_padding=“|||“ global_colors_info=“{}“ custom_padding__hover=“|||“ theme_builder_area=“post_content“][et_pb_text module_id=“kontext“ _builder_version=“4.16″ link_font=“||||on|||#332f21|solid“ link_text_color=“#332f21″ ol_text_color=“#ffffff“ ol_font_size=“13px“ header_text_color=“#332f21″ header_2_text_color=“#332f21″ background_enable_color=“off“ custom_padding_tablet=““ custom_padding_phone=“15px|15px|15px|15px|true|true“ custom_padding_last_edited=“on|phone“ global_colors_info=“{}“ theme_builder_area=“post_content“]<\/p>\n

    Kontext v\u00fdzkumu<\/h2>\n

    Spole\u010densky prosp\u011b\u0161n\u00e1 firma Kokoza<\/a> v roce 2018 p\u0159ipravovala kampa\u0148, jej\u00ed\u017e \u00fa\u010delem bylo zv\u00fd\u0161en\u00ed pov\u011bdom\u00ed o hodnot\u011b bioodpadu a o mo\u017enostech jeho zpracov\u00e1n\u00ed. C\u00edlem t\u00e9to kampan\u011b byla snaha zm\u011bnit chov\u00e1n\u00ed lid\u00ed, kte\u0159\u00ed doposud biologicky rozlo\u017eiteln\u00fd odpad vyhazuj\u00ed do sm\u011bsn\u00e9ho odpadu.<\/p>\n

    C\u00edlem online focus group pak bylo identifikovat hlavn\u00ed motivace a p\u0159ek\u00e1\u017eky, kter\u00e9 vedou pr\u00e1v\u011b ke zm\u011bn\u011b tohoto chov\u00e1n\u00ed<\/strong>. Zam\u011b\u0159ili jsme se na zku\u0161enosti lid\u00ed, kte\u0159\u00ed u\u017e bioodpad t\u0159\u00edd\u00ed, abychom zjistili, kter\u00e9 informace, n\u00e1stroje nebo postupy jim pomohly.\u000bD\u00edky tomu jsme byli schopni identifikovat zaj\u00edmav\u00e1 t\u00e9mata pro komunika\u010dn\u00ed kampa\u0148<\/strong> a tak\u00e9 vytvo\u0159it segmenty c\u00edlov\u00fdch skupin, kter\u00e9 umo\u017en\u00ed lep\u0161\u00ed pochopen\u00ed r\u016fzn\u00fdch typ\u016f lid\u00ed i p\u0159esn\u011bj\u0161\u00ed c\u00edlen\u00ed samotn\u00e9 kampan\u011b.<\/p>\n

    Tato p\u0159\u00edpadovka je zaj\u00edmav\u00e1 hlavn\u011b v tom, \u017ee m\u016f\u017eeme uk\u00e1zat kompletn\u00ed report z internetov\u00e9 diskuze, tak jak jsme ho odevzd\u00e1vali klientovi, a dokonce i zpracovan\u00e9 segmenty. Tuto p\u0159\u00edpadovou studii p\u00ed\u0161eme s dostate\u010dn\u00fdm odstupem, tak\u017ee v\u00e1m tak\u00e9 m\u016f\u017eeme uk\u00e1zat, jak fin\u00e1ln\u00ed kampa\u0148 vypadala. R\u00e1di tak\u00e9 ukazujeme, \u017ee lze metodu online focus group vyu\u017e\u00edt nejen pro marketingov\u00e1, ale tak\u00e9 pro spole\u010densk\u00e1 t\u00e9mata.<\/em><\/p>\n

    [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=“1_5,1_5,1_5,1_5,1_5″ use_custom_gutter=“on“ gutter_width=“2″ make_equal=“on“ disabled_on=“on|on|off“ _builder_version=“4.16″ background_enable_color=“off“ module_alignment=“center“ custom_padding=“|10px||10px|false|false“ global_colors_info=“{}“ theme_builder_area=“post_content“][et_pb_column type=“1_5″ _builder_version=“4.16″ background_enable_color=“off“ global_colors_info=“{}“ theme_builder_area=“post_content“][et_pb_text _builder_version=“4.16″ global_colors_info=“{}“ theme_builder_area=“post_content“]<\/p>\n

    Projekt zahrnoval tyto kroky\u00a0\u2192<\/span><\/h3>\n

    [\/et_pb_text][\/et_pb_column][et_pb_column type=“1_5″ _builder_version=“4.16″ background_color=“#fcd3a8″ global_colors_info=“{}“ theme_builder_area=“post_content“][et_pb_text _builder_version=“4.16″ text_font_size=“14px“ link_text_color=“#332f21″ background_enable_color=“off“ text_orientation=“center“ custom_padding=“5px|10px|5px|10px|false|false“ global_colors_info=“{}“ theme_builder_area=“post_content“]<\/p>\n

    Online focus group<\/a> s lidmi, kte\u0159\u00ed t\u0159\u00eddi odpad<\/p>\n

    [\/et_pb_text][\/et_pb_column][et_pb_column type=“1_5″ _builder_version=“4.16″ background_color=“#fcd3a8″ global_colors_info=“{}“ theme_builder_area=“post_content“][et_pb_text _builder_version=“4.16″ text_font_size=“14px“ link_text_color=“#332f21″ background_enable_color=“off“ text_orientation=“center“ custom_padding=“5px|10px|5px|10px|false|false“ global_colors_info=“{}“ theme_builder_area=“post_content“]<\/p>\n

    Tvorba segment\u016f c\u00edlov\u00e9 skupiny<\/p>\n

    [\/et_pb_text][\/et_pb_column][et_pb_column type=“1_5″ _builder_version=“4.16″ background_color=“#fcd3a8″ global_colors_info=“{}“ theme_builder_area=“post_content“][et_pb_text _builder_version=“4.16″ text_font_size=“14px“ link_text_color=“#332f21″ background_enable_color=“off“ text_orientation=“center“ custom_padding=“5px|10px|5px|10px|false|false“ global_colors_info=“{}“ theme_builder_area=“post_content“]<\/p>\n

    Tvorba kampan\u011b a webu<\/p>\n

    [\/et_pb_text][\/et_pb_column][et_pb_column type=“1_5″ _builder_version=“4.16″ background_enable_color=“off“ global_colors_info=“{}“ theme_builder_area=“post_content“][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=“1″ admin_label=“section“ _builder_version=“4.16″ custom_padding=“0|0px|0px|0px|false|false“ global_colors_info=“{}“ theme_builder_area=“post_content“][et_pb_row admin_label=“row“ module_id=“ofg“ _builder_version=“4.16″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ max_width=“680px“ max_width_tablet=““ max_width_phone=““ max_width_last_edited=“on|desktop“ custom_margin=“-5px|auto||auto||“ custom_padding=“26px||19px|||“ global_colors_info=“{}“ theme_builder_area=“post_content“][et_pb_column type=“4_4″ _builder_version=“4.16″ custom_padding=“|||“ global_colors_info=“{}“ custom_padding__hover=“|||“ theme_builder_area=“post_content“][et_pb_text ol_item_indent=“5px“ admin_label=“Text“ _builder_version=“4.16″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ custom_margin=“||-4px|||“ custom_padding=“||12px|||“ global_colors_info=“{}“ theme_builder_area=“post_content“]<\/p>\n

    \u00davod online fokusky byl ve znamen\u00ed t\u0159\u00edd\u011bn\u00ed odpad\u016f<\/h2>\n

    Celou diskuzi jsme uvedli t\u00e9matem t\u0159\u00edd\u011bn\u00ed jak\u00e9hokoliv typu odpadu. P\u0159edpokl\u00e1dali jsme toti\u017e, \u017ee pr\u00e1v\u011b dosavadn\u00ed p\u0159\u00edstup k t\u0159\u00edd\u011bn\u00ed odpadu m\u016f\u017ee b\u00fdt d\u016fle\u017eit\u00fd pro zm\u011bnu chov\u00e1n\u00ed u bioodpadu.<\/p>\n

    Prvn\u00edm p\u0159ekvapiv\u00fdm zji\u0161t\u011bn\u00edm bylo, jak velk\u00e9 t\u00e9ma m\u016f\u017ee odpad v dom\u00e1cnosti b\u00fdt. I lid\u00e9 v jedn\u00e9 dom\u00e1cnosti mohou m\u00edt na t\u0159\u00edd\u011bn\u00ed odpadu naprosto odli\u0161n\u00fd n\u00e1zor. Pozitivn\u00ed na tomto zji\u0161t\u011bn\u00ed bylo, \u017ee maj\u00ed snahu se dohodnout. P\u0159eci jenom spolu mus\u00ed dlouhodob\u011b vych\u00e1zet.<\/p>\n

    T\u0159\u00edd\u011bn\u00ed odpadu bylo pro lidi hodn\u011b nepr\u016fhledn\u00e9. Nejde jen o to rozd\u011blit spr\u00e1vn\u011b odpad do popelnic. Lep\u0161\u00ed vztah by lid\u00e9 podle \u00fa\u010dastn\u00edk\u016f diskuze m\u011bli, pokud by znali cel\u00fd proces zpracov\u00e1n\u00ed odpadu. To by dokonce mohlo rozb\u00edt i n\u011bkter\u00e9 m\u00fdty nebo p\u0159esv\u011bd\u010dit ty, kte\u0159\u00ed si sami kladou ot\u00e1zku, zda m\u00e1 t\u0159\u00edd\u011bn\u00ed smysl.<\/p>\n

    Jedn\u00edm ze zaj\u00edmav\u00fdch vhled\u016f pak bylo, \u017ee se n\u00e1zor na t\u0159\u00edd\u011bn\u00ed odpadu u respondenta zm\u011bnil v moment\u011b, kdy m\u011bl mo\u017enost potkat se se nap\u0159\u00edklad se skl\u00e1dkou<\/strong>. P\u0159ekvapen\u00edm bylo, \u017ee tou motivac\u00ed nebyla hr\u016fza, kterou si se skl\u00e1dkou spojujeme, ale pr\u00e1v\u011b rozkryt\u00ed a pochopen\u00ed syst\u00e9mu zpracov\u00e1n\u00ed odpadu.<\/p>\n

    [\/et_pb_text][et_pb_text _builder_version=“4.16″ link_text_color=“#332f21″ background_color=“#fcd3a8″ custom_padding=“20px|10px|20px|20px|false|false“ link_option_url=“https:\/\/makevision.cz\/online-focus-group\/“ link_option_url_new_window=“on“ global_colors_info=“{}“ theme_builder_area=“post_content“]<\/p>\n

    \u00a0<\/i>P\u0159ehled t\u00e9mat, kter\u00e1 jsme \u0159e\u0161ili v diskuzi, najdete v reportu z diskuze.<\/a><\/span><\/p>\n

    [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=“1_2,1_2″ admin_label=“row“ _builder_version=“4.16″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ max_width_tablet=““ max_width_phone=““ max_width_last_edited=“on|desktop“ custom_margin=“-5px|auto||auto||“ custom_padding=“23px|||||“ global_colors_info=“{}“ theme_builder_area=“post_content“][et_pb_column type=“1_2″ _builder_version=“4.16″ custom_padding=“|||“ global_colors_info=“{}“ custom_padding__hover=“|||“ theme_builder_area=“post_content“][et_pb_text admin_label=“Text“ _builder_version=“4.16″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ global_colors_info=“{}“ theme_builder_area=“post_content“]<\/p>\n

    Bioodpad p\u0159in\u00e1\u0161\u00ed oproti jin\u00fdm typ\u016f odpad\u016f nov\u00e9 probl\u00e9my<\/h2>\n

    V diskuzi jsme se d\u00e1le posunuli p\u0159\u00edmo k t\u00e9matu bioodpadu. Lid\u00e9 by t\u0159\u00eddili bioodpad mnohem v\u00edce, kdyby m\u011bli v dosahu hn\u011bd\u00e9 popelnice. Situaci nepom\u00e1h\u00e1 ani fakt, \u017ee \u00fa\u010dastn\u00edci diskuze \u010dasto neznali n\u011bkoho ze sv\u00e9ho okol\u00ed, kdo by bioodpad t\u0159\u00eddil. Naopak spou\u0161t\u011b\u010dem z\u00e1jmu bylo narozen\u00ed d\u00edt\u011bte<\/strong>, kter\u00e9 v rodi\u010d\u00edch probouz\u00ed z\u00e1jem o budoucnost prost\u0159ed\u00ed, ve kter\u00e9m bude jejich potomek \u017e\u00edt.<\/p>\n

    Jedn\u00edm z d\u016fle\u017eit\u00fdch zji\u0161t\u011bn\u00ed bylo, \u017ee za\u010d\u00edt s t\u0159\u00edd\u011bn\u00edm bioodpadu m\u016f\u017ee b\u00fdt pro lidi slo\u017eit\u00e9 \u2013 \u010dasto nev\u00ed, kter\u00e1 z mo\u017enost\u00ed t\u0159\u00edd\u011bn\u00ed bioodpadu je pro n\u011b vhodn\u00e1, nev\u00ed, co a jak lze t\u0159\u00eddit, a maj\u00ed r\u016fzn\u00e9 dal\u0161\u00ed obavy (bude to zap\u00e1chat?). Z diskuze jsme pochopili, \u017ee \u00fapln\u011b nejlep\u0161\u00ed cesta bude doporu\u010dit vhodn\u00fd zp\u016fsob t\u0159\u00edd\u011bn\u00ed bioodpadu podle situace, ve kter\u00e9 se nach\u00e1z\u00ed<\/strong>.<\/p>\n

    [\/et_pb_text][\/et_pb_column][et_pb_column type=“1_2″ _builder_version=“4.16″ custom_padding=“|||“ global_colors_info=“{}“ custom_padding__hover=“|||“ theme_builder_area=“post_content“][et_pb_text admin_label=“Text“ _builder_version=“4.16″ text_font=“||||||||“ text_text_color=“#a9431e“ text_font_size=“25px“ text_line_height=“1.3em“ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ transform_scale=“92%|92%“ transform_translate=“0px|-8px“ custom_margin=“6px||-4px||false|false“ custom_padding=“||0px|||“ global_colors_info=“{}“ theme_builder_area=“post_content“]<\/p>\n

    „Vim ze existujou nejake domaci kompostery nebo vermikompostery? ale moc toho o nich nevim. A neuvazuji o jejich porizeni kvuli nasledujicim duvodum, nevim jestli by to nebylo nejak v byte nebo na balkone citit, nevim jak rychle v nich proces trva, protoze kdybych si jeden poridil a za tyden by byl plny a ja musel cekat, nez se z toho neco udela, bylo by mi to vcelku k nicemu.“<\/em><\/p>\n

    Izm, \u00fa\u010dastn\u00edk diskuze, 30 let<\/span><\/p>\n

    <\/strong><\/p>\n

    [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=“1″ admin_label=“section“ _builder_version=“4.16″ custom_padding=“0|0px|30px|0px|false|false“ global_colors_info=“{}“ theme_builder_area=“post_content“][et_pb_row module_id=“zaver“ _builder_version=“4.16″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ max_width=“680px“ max_width_tablet=““ max_width_phone=““ max_width_last_edited=“on|desktop“ custom_margin=“-5px|auto||auto||“ custom_padding=“26px||19px|||“ global_colors_info=“{}“ theme_builder_area=“post_content“][et_pb_column type=“4_4″ _builder_version=“4.16″ custom_padding=“|||“ global_colors_info=“{}“ custom_padding__hover=“|||“ theme_builder_area=“post_content“][et_pb_text _builder_version=“4.16″ link_text_color=“#332f21″ background_color=“#fcd3a8″ custom_padding=“20px|10px|20px|20px|false|false“ link_option_url=“https:\/\/makevision.cz\/online-focus-group\/“ link_option_url_new_window=“on“ global_colors_info=“{}“ theme_builder_area=“post_content“]<\/i> P\u0159e\u010dt\u011bte si v\u00edc o kvalitativn\u00ed v\u00fdzkumn\u00e9 metod\u011b online focus group<\/a>.[\/et_pb_text][et_pb_text module_id=“segmentace“ _builder_version=“4.16″ custom_padding=“||0px|||“ global_colors_info=“{}“ theme_builder_area=“post_content“]<\/p>\n

    Identifikovali jsme p\u011bt r\u016fzn\u00fdch typ\u016f lid\u00ed, kte\u0159\u00ed se li\u0161\u00ed d\u016fvody pro\u010d t\u0159\u00eddit bioodpad<\/h2>\n

    V n\u00e1vaznosti na realizaci online focus group jsme m\u011bli za \u00fakol rozd\u011blit lidi, kte\u0159\u00ed maj\u00ed potenci\u00e1l pro t\u0159\u00edd\u011bn\u00ed odpadu (tj. hlavn\u00ed c\u00edlov\u00e1 skupina) do skupin, kter\u00e9 se budou navz\u00e1jem li\u0161it sv\u00fdm d\u016fvodem, pro\u010d t\u0159\u00eddit bioodpad<\/strong>.<\/p>\n

    Na rozd\u00edl od statistick\u00e9 segmentace, kdy je c\u00edlem rozd\u011blit segmenty tak, aby navz\u00e1jem byly co nejv\u00edce rozd\u00edln\u00e9, jde v tomto p\u0159\u00edpad\u011b sp\u00ed\u0161e o kvalitativn\u00ed p\u0159\u00edstup, kter\u00fd pom\u00e1h\u00e1 hlavn\u011b v komunikaci – m\u016f\u017eeme v n\u00ed b\u00fdt mnohem adresn\u011bj\u0161\u00ed<\/strong>.\u00a0<\/p>\n

    V diskuzi jsme identifikovali celkem 5 r\u016fzn\u00fdch segment\u016f:<\/p>\n

    [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=“1_5,1_5,1_5,1_5,1_5″ make_equal=“on“ module_id=“zaver“ _builder_version=“4.16″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ max_width_tablet=““ max_width_phone=““ max_width_last_edited=“on|desktop“ custom_margin=“-5px|auto||auto||“ custom_padding=“26px||19px|||“ global_colors_info=“{}“ theme_builder_area=“post_content“][et_pb_column type=“1_5″ _builder_version=“4.16″ background_color=“#2a006c“ custom_padding=“|||“ global_colors_info=“{}“ custom_padding__hover=“|||“ theme_builder_area=“post_content“][et_pb_text _builder_version=“4.16″ background_layout=“dark“ custom_padding=“10px|10px|10px|10px|false|false“ global_colors_info=“{}“ theme_builder_area=“post_content“]<\/p>\n

    Alternativci,<\/span><\/h3>\n

    kte\u0159\u00ed zkr\u00e1tka preferuj\u00ed alternativn\u00ed \u017eivotn\u00ed styl<\/span><\/p>\n

    [\/et_pb_text][\/et_pb_column][et_pb_column type=“1_5″ _builder_version=“4.16″ background_color=“#2a006c“ custom_padding=“|||“ global_colors_info=“{}“ custom_padding__hover=“|||“ theme_builder_area=“post_content“][et_pb_text _builder_version=“4.16″ background_layout=“dark“ custom_padding=“10px|10px|10px|10px|false|false“ global_colors_info=“{}“ theme_builder_area=“post_content“]<\/p>\n

    M\u00e1my,<\/span><\/h3>\n

    pro kter\u00e9 je t\u0159\u00edd\u011bn\u00ed bioodpadu zp\u016fsobem, jak uk\u00e1zat d\u011btem p\u0159irozen\u00e9 cykly v p\u0159\u00edrod\u011b<\/span><\/p>\n

    [\/et_pb_text][\/et_pb_column][et_pb_column type=“1_5″ _builder_version=“4.16″ background_color=“#2a006c“ custom_padding=“|||“ global_colors_info=“{}“ custom_padding__hover=“|||“ theme_builder_area=“post_content“][et_pb_text _builder_version=“4.16″ background_layout=“dark“ custom_padding=“10px|10px|10px|10px|false|false“ global_colors_info=“{}“ theme_builder_area=“post_content“]<\/p>\n

    P\u011bstitel\u00e9,<\/span><\/h3>\n

    pro kter\u00e9 je bioodpad hlavn\u011b zdrojem kvalitn\u00edho hnojiva<\/span><\/p>\n

    [\/et_pb_text][\/et_pb_column][et_pb_column type=“1_5″ _builder_version=“4.16″ background_color=“#2a006c“ custom_padding=“|||“ global_colors_info=“{}“ custom_padding__hover=“|||“ theme_builder_area=“post_content“][et_pb_text _builder_version=“4.16″ background_layout=“dark“ custom_padding=“10px|10px|10px|10px|false|false“ global_colors_info=“{}“ theme_builder_area=“post_content“]<\/p>\n

    Mana\u017ee\u0159i<\/span><\/h3>\n

    bl\u00edzk\u00e9ho okol\u00ed, pro kter\u00e9 je d\u016fle\u017eit\u00e9 ovliv\u0148ovat sv\u011bton\u00e1zor sv\u00e9ho okol\u00ed sm\u011brem k v\u011bt\u0161\u00ed udr\u017eitelnosti<\/span><\/p>\n

    [\/et_pb_text][\/et_pb_column][et_pb_column type=“1_5″ _builder_version=“4.16″ background_color=“#2a006c“ custom_padding=“|||“ global_colors_info=“{}“ custom_padding__hover=“|||“ theme_builder_area=“post_content“][et_pb_text _builder_version=“4.16″ background_layout=“dark“ custom_padding=“10px|10px|10px|10px|false|false“ global_colors_info=“{}“ theme_builder_area=“post_content“]<\/p>\n

    Hispte\u0159i,<\/span><\/h3>\n

    pro kter\u00e9 m\u016f\u017ee b\u00fdt t\u0159\u00edd\u011bn\u00ed bioodpadu trendy (mimo mainstream)<\/span><\/p>\n

    [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=“zaver“ _builder_version=“4.16″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ max_width=“680px“ max_width_tablet=““ max_width_phone=““ max_width_last_edited=“on|desktop“ custom_margin=“-5px|auto||auto||“ custom_padding=“26px||19px|||“ global_colors_info=“{}“ theme_builder_area=“post_content“][et_pb_column type=“4_4″ _builder_version=“4.16″ custom_padding=“|||“ global_colors_info=“{}“ custom_padding__hover=“|||“ theme_builder_area=“post_content“][et_pb_text _builder_version=“4.16″ link_text_color=“#332f21″ background_enable_color=“off“ custom_padding=“20px|10px|20px|20px|false|false“ link_option_url=“https:\/\/makevision.cz\/online-focus-group\/“ link_option_url_new_window=“on“ global_colors_info=“{}“ theme_builder_area=“post_content“]<\/p>\n

    Ke ka\u017ed\u00e9mu ze segment\u016f jsme p\u0159idali detailn\u00ed popis, probl\u00e9my a \u0159e\u0161en\u00ed, argumentaci pro komunikaci a kontaktn\u00ed m\u00edsta. V\u0161echny segmenty najdete v prezentaci<\/a>.<\/p>\n

    [\/et_pb_text][et_pb_text module_id=“kampan“ _builder_version=“4.16″ custom_padding=“||0px|||“ global_colors_info=“{}“ theme_builder_area=“post_content“]<\/p>\n

    Na z\u00e1klad\u011b z\u00edskan\u00fdch poznatk\u016f vznikla kampa\u0148 #\u017dijuKompostyl<\/h2>\n

    Po realizaci online focus group a po vytvo\u0159en\u00ed segment\u016f za\u010dala Kokoza spole\u010dn\u011b s dal\u0161\u00edmi partnery pracovat na kampani, kter\u00e1 si kladla za c\u00edl, aby lid\u00e9 za\u010dali t\u0159\u00eddit bioodpad.<\/p>\n

    Cel\u00e1 kampa\u0148 st\u00e1la na my\u0161lence hnut\u00ed (um\u00edst\u011bn\u00e9 na webu ZijuKompostyl.cz<\/a>), ke kter\u00e9mu se mohou lid\u00e9, kte\u0159\u00ed u\u017e t\u0159\u00edd\u00ed bioodpad, p\u0159ihl\u00e1sit. Do t\u00e9to aktivity se zapojili hlavn\u011b lidi okolo Kokozy, ale i r\u016fzn\u00ed ambasado\u0159i, nap\u0159. zp\u011bva\u010dka Kl\u00e1ra Vytiskov\u00e1, here\u010dka B\u00e1ra Pol\u00e1kov\u00e1, zahradn\u00edk architekt Ferdinand Leffler, blogerka Kitchenette nebo hudebn\u00edk Milan Cais z Tata Bojs. Ke kampani tak\u00e9 vzniklo promo video.<\/p>\n