{"id":3154,"date":"2020-01-16T13:45:44","date_gmt":"2020-01-16T12:45:44","guid":{"rendered":"https:\/\/makevision.cz\/?p=3154"},"modified":"2020-11-24T22:23:42","modified_gmt":"2020-11-24T21:23:42","slug":"joyride-online-focus-group-pripadova-studie","status":"publish","type":"post","link":"https:\/\/makevision.cz\/joyride-online-focus-group-pripadova-studie\/","title":{"rendered":"Autostany Joyride: Jak budou lid\u00e9 vn\u00edmat netradi\u010dn\u00ed produkt"},"content":{"rendered":"\n[et_pb_section fb_built=“1″ admin_label=“section“ _builder_version=“4.0.2″ background_color=“#f9f9f9″ custom_padding=“0|0px|4px|0px|false|false“][et_pb_row column_structure=“2_5,3_5″ _builder_version=“4.0.2″ background_enable_color=“off“ custom_padding=“25px|10px|3px|10px|false|false“ border_color_all=“#332f21″][et_pb_column type=“2_5″ _builder_version=“4.0.2″ background_color=“#8b84d7″ custom_padding=“|||“ custom_padding__hover=“|||“][et_pb_text _builder_version=“4.0.9″ 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“]

Obsah p\u0159\u00edpadovky<\/h2>\n
    \n\t
  1. Kontext v\u00fdzkumu<\/a><\/li>\n\t
  2. Online focus group<\/a><\/li>\n\t
  3. Zhodnocen\u00ed projektu<\/a><\/li>\n\t
  4. Uk\u00e1zka v\u00fdstup z online focus group<\/a><\/li>\n\n<\/ol>[\/et_pb_text][\/et_pb_column][et_pb_column type=“3_5″ _builder_version=“3.25″ custom_padding=“|||“ custom_padding__hover=“|||“][et_pb_text module_id=“kontext“ _builder_version=“4.0.9″ 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“]

    Kontext v\u00fdzkumu<\/h2>\n

    Tento v\u00fdzkum formou online focus group jsme realizovali pro Joyride. Joyride je \u010desk\u00fd za\u010d\u00ednaj\u00edc\u00ed v\u00fdrobce autostan\u016f<\/a>. Pro v\u011bt\u0161inu potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f jde o nov\u00fd produkt<\/strong>, se kter\u00fdm nemaj\u00ed zku\u0161enosti. Joyridu nav\u00edc chyb\u00ed p\u0159\u00edm\u00fd kontakt se z\u00e1kazn\u00edky. S\u00a0v\u00fdjimkou n\u011bkolika v\u00fdstav nem\u00e1 Joyride \u017e\u00e1dnou zp\u011btnou vazbu.<\/p>\n

    C\u00edlem diskuze tedy bylo zjistit, jak budou potenci\u00e1ln\u00ed z\u00e1kazn\u00edci produkt vn\u00edmat. Zaj\u00edmalo n\u00e1s tak\u00e9, zda by zv\u00e1\u017eili jeho po\u0159\u00edzen\u00ed nebo zap\u016fj\u010den\u00ed, a pokud ne, tak z jak\u00e9ho d\u016fvodu. Cht\u011bli jsme, aby v\u00fdsledky v\u00fdzkumy pomohly Joyridu v jasn\u011bj\u0161\u00edm vymezen\u00ed c\u00edlov\u00e9 skupiny, z\u00edsk\u00e1n\u00ed zp\u011btn\u00e9 vazby na produkt, nov\u00e9 podn\u011bty pro jeho rozvoj a zp\u011btnou vazbu na cenu.<\/p>\n

    Pro \u00faplnost je t\u0159eba dodat, \u017ee Honza P\u00e1v je jedn\u00edm z majitel\u016f Joyridu. Honza si v tomto p\u0159\u00edpad\u011b vyzkou\u0161el dvojroli moder\u00e1tora i klienta. D\u00edky tomu si ale m\u016f\u017eete p\u0159e\u010d\u00edst kompletn\u00ed report tak, jak byl vytvo\u0159en\u00fd bez jak\u00fdchkoliv \u00faprav nebo zkracov\u00e1n\u00ed.<\/em><\/p>[\/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=“4.0.9″ background_enable_color=“off“ module_alignment=“center“ custom_padding=“|10px||10px|false|false“][et_pb_column type=“1_5″ _builder_version=“4.0.2″ background_enable_color=“off“][et_pb_text _builder_version=“4.0.2″]

    Projekt zahrnoval tyto kroky\u00a0\u2192<\/span><\/h3>[\/et_pb_text][\/et_pb_column][et_pb_column type=“1_5″ _builder_version=“4.0.2″ background_color=“#fcd3a8″][et_pb_text _builder_version=“4.0.2″ text_font_size=“14px“ link_text_color=“#332f21″ background_enable_color=“off“ text_orientation=“center“ custom_padding=“5px|10px|5px|10px|false|false“]

    Online focus group s lidmi, kte\u0159\u00ed preferuj\u00ed nez\u00e1visl\u00e9 cestov\u00e1n\u00ed<\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=“1_5″ _builder_version=“4.0.9″ background_enable_color=“off“][\/et_pb_column][et_pb_column type=“1_5″ _builder_version=“4.0.9″ background_enable_color=“off“][\/et_pb_column][et_pb_column type=“1_5″ _builder_version=“4.0.9″ background_enable_color=“off“][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=“1″ admin_label=“section“ _builder_version=“3.22″ custom_padding=“0|0px|0px|0px|false|false“][et_pb_row admin_label=“row“ module_id=“ofg“ _builder_version=“4.0.2″ 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|||“][et_pb_column type=“4_4″ _builder_version=“3.25″ custom_padding=“|||“ custom_padding__hover=“|||“][et_pb_text ol_item_indent=“5px“ admin_label=“Text“ _builder_version=“4.0.9″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ custom_margin=“||-4px|||“ custom_padding=“||12px|||“]

    Cestov\u00e1n\u00ed s autostanem je zaj\u00edmav\u00e9, ale p\u0159in\u00e1\u0161\u00ed \u0159adu praktick\u00fdch ot\u00e1zek<\/h2>\n

    Diskuze o autostanech trvala 11 dn\u00ed a \u00fa\u010dastnilo se j\u00ed osm nad\u0161enc\u016f do nez\u00e1visl\u00e9ho cestov\u00e1n\u00ed autem. Men\u0161\u00ed mno\u017estv\u00ed \u00fa\u010dastn\u00edk\u016f diskuze odpov\u00edd\u00e1 tak\u00e9 \u00fazk\u00e9mu zam\u011b\u0159en\u00ed produktu. I p\u0159es ni\u017e\u0161\u00ed po\u010det se poda\u0159ilo nam\u00edchat diskuzi ze zaj\u00edmav\u00fdch lid\u00ed<\/strong> \u2013 sna\u017eili jsme se z\u00edskat jak lidi, kte\u0159\u00ed u\u017e zku\u0161enosti s autostany maj\u00ed, tak i \u00fapln\u00e9 nov\u00e1\u010dky. Zaj\u00edmalo n\u00e1s, jak sp\u00ed na cest\u00e1ch \u2013 jestli v aut\u011b, ve stanu, nebo v hotelu. \u0158e\u0161ili jsme, jak\u00e9 maj\u00ed auto (osobn\u00ed, dod\u00e1vku nebo offroad) a zda t\u0159eba maj\u00ed d\u011bti.<\/span><\/p>\n

    Jeden z p\u0159ekvapiv\u00fdch poznatk\u016f p\u0159ineslo hned \u00favodn\u00ed t\u00e9ma, kde jsme se ptali na prvn\u00ed reakce na produkt. Sami jsme o\u010dek\u00e1vali, \u017ee se budeme v\u00edce bavit o tom, jak je cestov\u00e1n\u00ed zaj\u00edmav\u00e9, o nadhledu a o romantice, kter\u00e1 je s nez\u00e1visl\u00fdm cestov\u00e1n\u00edm spojen\u00e1. Jen\u017ee reakce, kter\u00e9 p\u0159i\u0161ly, byly \u010dist\u011b pragmatick\u00e9 a sm\u011b\u0159ovaly k obav\u00e1m<\/strong>. Hned n\u00e1m tedy bylo z\u0159ejm\u00e9, \u017ee z pohledu dal\u0161\u00ed komunikace zna\u010dky bude pot\u0159eba tyto obavy adresovat a vysv\u011btlit co nejd\u0159\u00edve. Do t\u00e9 doby nechce o romantice nikdo sly\u0161et.<\/span><\/p>\n

    V diskuzi jsme se zam\u011b\u0159ili na tato t\u00e9mata:<\/p>\n[\/et_pb_text][et_pb_text _builder_version=“4.0.9″ min_height=“187px“ custom_margin=“|||40px|false|false“ custom_margin_tablet=““ custom_margin_phone=““ custom_margin_last_edited=“on|phone“]

      \n
    1. Co v\u00e1s napadlo, kdy\u017e jste tento autostan vid\u011bli poprv\u00e9?<\/li>\n
    2. Pro koho jsou autostany Joyride?<\/li>\n
    3. Jak sp\u00edte na cest\u00e1ch?<\/li>\n
    4. Cestovali byste s autostanem?<\/li>\n
    5. Jak\u00e9 jsou v\u00fdhody a nev\u00fdhody autostan\u016f?<\/li>\n
    6. Jak vn\u00edm\u00e1te cenu autostan\u016f?<\/li>\n
    7. Vyu\u017eili byste mo\u017enost zap\u016fj\u010dit si stan?<\/li>\n<\/ol>[\/et_pb_text][et_pb_text _builder_version=“4.0.9″ min_height=“94px“]

      Tyto ot\u00e1zky n\u00e1m pomohly „vykopnout“ diskuzi. Honza se pak jako moder\u00e1tor zapojil do dopt\u00e1v\u00e1n\u00ed, proto\u017ee lid\u00e9 \u010dasto na prvn\u00ed dobrou ne\u0159eknou v\u0161e, co pot\u0159ebujete zjistit. Role moder\u00e1tora se v t\u00e9to diskuze roz\u0161\u00ed\u0159ila tak\u00e9 do eduka\u010dn\u00ed role \u2013 respondenti se \u010dasto ptali a d\u00edky tomu bylo mo\u017en\u00e9 ov\u011b\u0159it si, zda jsou argumenty srozumiteln\u00e9 a p\u0159esv\u011bd\u010div\u00e9.<\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=“1_2,1_2″ admin_label=“row“ _builder_version=“4.0.2″ 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|||||“][et_pb_column type=“1_2″ _builder_version=“3.25″ custom_padding=“|||“ custom_padding__hover=“|||“][et_pb_text admin_label=“Text“ _builder_version=“4.0.9″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“]

      Autostan je sp\u00ed\u0161e pro dobrodruhy nebo rodiny, kter\u00e9 \u0159e\u0161\u00ed m\u00edsto<\/span><\/p>\n

      Diskuze se d\u00e1l zam\u011b\u0159ila na zp\u016fsob cestov\u00e1n\u00ed a ot\u00e1zku pro koho je vhodn\u00fd. Diskutuj\u00edc\u00ed se shodovali, \u017ee je to sp\u00ed\u0161e z\u00e1le\u017eitost pro nad\u0161ence, dobrodruhy, kte\u0159\u00ed si cht\u011bj\u00ed vyzkou\u0161et n\u011bco zaj\u00edmav\u00e9ho. V diskuzi tak\u00e9 zazn\u011blo, \u017ee autostan m\u016f\u017ee b\u00fdt vhodn\u00fd pro rodiny, kter\u00e9 u\u017e se \u010dasto nevejdou ani do dod\u00e1vky typu VW Transporter. Pro Joyride je to ur\u010dit\u011b jeden z d\u016fle\u017eit\u00fdch z\u00e1kaznick\u00fdch segment\u016f.<\/p>\n

      V dal\u0161\u00edch dnech jsme diskuzi sm\u011b\u0159ovali v\u00edce k samotn\u00e9mu produktu. Lid\u00e9 oce\u0148uj\u00ed, \u017ee jde o ru\u010dn\u00ed v\u00fdrobu p\u0159\u00edmo z \u010cR. Respondenti si uv\u011bdomovali, \u017ee d\u00edky tomu lze b\u00fdt s v\u00fdrobcem v kontaktu a \u0159e\u0161it nap\u0159. opravy \u2013 pro respondenty, kter\u00e9 zaj\u00edmala udr\u017eitelnost produktu, byl p\u016fvod firmy velmi d\u016fle\u017eit\u00fd. Z funk\u010dn\u00edch v\u011bc\u00ed zase rezonovalo rychl\u00e9 rozlo\u017een\u00ed a slo\u017een\u00ed.<\/p>\n[\/et_pb_text][\/et_pb_column][et_pb_column type=“1_2″ _builder_version=“3.25″ custom_padding=“|||“ custom_padding__hover=“|||“][et_pb_text admin_label=“Text“ _builder_version=“4.0.9″ 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|||“]

      „Ti co cht\u011bj\u00ed cestovat, maj\u00ed mal\u00e9 auto. V\u011bt\u0161inou p\u00e1r. Cht\u011bj\u00ed volnost v tom kde p\u0159espat. Nev\u00e1zat se tolik na m\u00edsto. \u0158e\u0161\u00ed t\u00edm hlavn\u011b nedostatek m\u00edsta. Druh\u00e1 skupina m\u016f\u017ee b\u00fdt podobn\u00e1 jako j\u00e1. M\u00e1me v\u011bt\u0161\u00ed auto, ale ve \u010dty\u0159ech u\u017e se tam tak komfortn\u011b nevejdeme. Nebo v p\u0159\u00edpad\u011b del\u0161\u00ed cesty, kde pot\u0159ebujeme m\u00edt v\u00edc v\u011bc\u00ed s sebou.“<\/em><\/p>\n

      Viki, \u00fa\u010dastn\u00edk diskuze, 38 let<\/span><\/p>\n

      <\/strong><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=“1″ admin_label=“section“ _builder_version=“3.22″ custom_padding=“0|0px|30px|0px|false|false“][et_pb_row module_id=“zaver“ _builder_version=“4.0.2″ 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|||“][et_pb_column type=“4_4″ _builder_version=“3.25″ custom_padding=“|||“ custom_padding__hover=“|||“][et_pb_text _builder_version=“4.0.9″ 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“]<\/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=“zaver“ _builder_version=“4.0.9″ custom_padding=“||0px|||“]

      Podn\u011bty pro rozvoj produktu i marketing<\/h2>\n

      Z diskuze jsme z\u00edskali n\u011bkolik zaj\u00edmav\u00fdch podn\u011bt\u016f (tedy tzv. vhled\u016f) pro rozvoj produktu a dopl\u0148uj\u00edc\u00ed slu\u017eby. N\u011bkter\u00e9 pro n\u00e1s byly \u00fapln\u011b nov\u00e9 (nap\u0159\u00edklad poji\u0161t\u011bn\u00ed p\u0159i zap\u016fj\u010den\u00ed stanu) a u jin\u00fdch jsme z\u00edskali dal\u0161\u00ed zp\u011btnou vazbu. Ta se t\u00fdkala zabezpe\u010den\u00ed autostanu proti kr\u00e1de\u017ei a t\u0159eba i \u00falo\u017en\u00e9ho prostoru na boty, kter\u00e9 nikdy nechce skladovat uvnit\u0159 stanu.<\/span><\/h2>\n

      <\/span><\/p>\n

      <\/span><\/p>[\/et_pb_text][et_pb_text admin_label=“Text“ _builder_version=“4.0.9″ 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|||“]

      „V de\u0161ti mus\u00ed venkem po \u017eeb\u0159\u00edku a co je nejhor\u0161\u00ed, jsou boty. M\u00e1te boty od bl\u00e1ta, vylezete nahoru a co te\u010f s nimi. U\u017e jsem vid\u011bl i stany s „botn\u00edkem“ zven\u010d\u00ed. zap\u00ednac\u00ed kapsa z gumy pod st\u0159\u00ed\u0161kou.“<\/em><\/p>\n

      Osky, \u00fa\u010dastn\u00edk diskuze, 39 let<\/span><\/p>\n

      <\/strong><\/p>[\/et_pb_text][et_pb_text _builder_version=“4.0.9″ custom_padding=“||0px|||“]

      Dal\u0161\u00ed informace pomohly k v\u00fdrazn\u00e9mu roz\u0161\u00ed\u0159en\u00ed webu. Zm\u011bny se t\u00fdkaly hlavn\u011b \u00fapravy text\u016f a jejich um\u00edst\u011bn\u00ed. Zjistili jsme, na kter\u00e9 informace reaguj\u00ed l\u00e9pe a ty jsme na webu zd\u016fraznili<\/strong>. Zp\u0159esnili jsme tak\u00e9 n\u011bkterou argumentaci sm\u011brem k v\u00fdhod\u00e1m produktu. To v\u0161echno se stalo z\u00e1kladem pro obsahovou strategii.<\/p>\n

      Celkov\u011b Joyridu online focus group p\u0159inesla kontakt se z\u00e1kazn\u00edky, kter\u00fd mu d\u00edky specifick\u00e9 c\u00edlov\u00e9 skupin\u011b chyb\u011bl<\/strong>. Z pohledu n\u00e1ro\u010dnosti byl projekt realizovateln\u00fd i pro tak malou firmu jako je Joyride. Jako vedlej\u0161\u00ed produkt t\u00e9to diskuze z\u00edskal Joyride nov\u00e9 z\u00e1kazn\u00edky pro svou p\u016fj\u010dovnu autostan\u016f \u2013 odm\u011bnou za \u00fa\u010dast v diskuzi tentokr\u00e1t nebyla hotovost, ale sleva 1 000 K\u010d na zap\u016fj\u010den\u00ed autostanu.<\/p>\n

      Dal\u0161\u00ed poznatky z diskuze si m\u016f\u017eete p\u0159e\u010d\u00edst v kompletn\u00edm reportu.<\/p>[\/et_pb_text][et_pb_image src=“https:\/\/makevision.cz\/wp-content\/uploads\/2020\/01\/joyride-autostany-web.png“ _builder_version=“4.0.9″][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row module_id=“ukazka“ _builder_version=“4.0.2″ background_enable_color=“off“ custom_margin=“-14px|auto||auto||“ custom_padding=“25px|10px|3px|10px|false|false“ border_color_all=“#332f21″][et_pb_column type=“4_4″ _builder_version=“4.0.2″][et_pb_text _builder_version=“4.0.9″]

      Kompletn\u00ed v\u00fdstup z online focus group<\/h2>\nPDF ke sta\u017een\u00ed<\/a>[\/et_pb_text][et_pb_code _builder_version=“4.0.9″]