{"id":3159,"date":"2020-01-29T13:47:36","date_gmt":"2020-01-29T12:47:36","guid":{"rendered":"https:\/\/makevision.cz\/?p=3159"},"modified":"2021-02-14T09:24:18","modified_gmt":"2021-02-14T08:24:18","slug":"autodraft-online-focus-group-pripadova-studie-int","status":"publish","type":"post","link":"https:\/\/makevision.cz\/autodraft-online-focus-group-pripadova-studie-int\/","title":{"rendered":"Autodraft: Jak se rozhoduj\u00ed lid\u00e9, kte\u0159\u00ed si kupuj\u00ed auto"},"content":{"rendered":"\n\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=“4.2.1″ 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

    Autodraft<\/a> je prodejce ojet\u00fdch aut. Nejde ale o autobazar \u2013 Autodraft, jak u\u017e n\u00e1zev napov\u00edd\u00e1, vyb\u00edr\u00e1 ty nejlep\u0161\u00ed ojet\u00e9 vozy na trz\u00edch z\u00e1padn\u00ed Evropy<\/strong>, hlavn\u011b v N\u011bmecku a \u0160v\u00fdcarsku. Ty pak nab\u00edz\u00ed v r\u00e1mci autosalonu, ve kter\u00e9m si m\u016f\u017eete auto v klidu prohl\u00e9dnout, projet se a t\u0159eba si ho zkontrolovat mechanikem. Autodraft se prost\u011b sna\u017e\u00ed narovnat trh s ojet\u00fdmi vozy<\/strong> a za t\u0159i roky u\u017e z\u00edskal mnoho spokojen\u00fdch klient\u016f.<\/p>\n

    V souvislosti s pl\u00e1novan\u00fdmi investicemi do rozvoje Autodraftu p\u0159i\u0161la tak\u00e9 pot\u0159eba d\u011blat systematick\u00fd marketing \u0159\u00edzen\u00fd strategi\u00ed zna\u010dky<\/strong> \u2013 jen\u017ee pro nastaven\u00ed strategie zna\u010dky bylo pot\u0159eba poznat z\u00e1kazn\u00edky. C\u00edlem tak bylo z\u00edskat podklady pro pochopen\u00ed r\u016fzn\u00fdch motivac\u00ed potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f \u2013 tedy pro segmentaci z\u00e1kazn\u00edk\u016f. A proto jsme se rozhodli pro realizaci v\u00fdzkumu metodou online focus group<\/a>.<\/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=“4.2.1″ 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=“4.2.1″ 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 si v posledn\u00edm roce koupili auto<\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=“1_5″ _builder_version=“4.2.1″ background_color=“#fcd3a8″][et_pb_text _builder_version=“4.2.1″ text_font_size=“14px“ link_text_color=“#332f21″ background_enable_color=“off“ text_orientation=“center“ custom_padding=“5px|10px|5px|10px|false|false“]

    Segmentace c\u00edlov\u00e9 skupiny (Kiduo<\/a>)<\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=“1_5″ _builder_version=“4.2.1″ background_color=“#fcd3a8″][et_pb_text _builder_version=“4.2.1″ text_font_size=“14px“ link_text_color=“#332f21″ background_enable_color=“off“ text_orientation=“center“ custom_padding=“5px|10px|5px|10px|false|false“]

    Strategie zna\u010dky (Kiduo<\/a>)<\/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_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=“4.2.1″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ custom_margin=“||-4px|||“ custom_padding=“||12px|||“]

    Diskuze o tom, jak se vyb\u00edr\u00e1 dobr\u00e9 auto<\/h2>\n

    Je\u0161t\u011b p\u0159ed za\u010d\u00e1tkem diskuze jsme museli zpracovat precizn\u00ed screening. Do diskuze jsme toti\u017e necht\u011bli lidi, kte\u0159\u00ed\u00a0jsou z oboru prodeje automobil\u016f<\/strong>, automechanici nebo t\u0159eba \u0159idi\u010di z povol\u00e1n\u00ed.<\/p>\n

    C\u00edlem bylo z\u00edskat b\u011b\u017en\u00e9 \u0159idi\u010de, kte\u0159\u00ed si v posledn\u00edm roce po\u0159\u00eddili bu\u010f nov\u00e9 nebo ojet\u00e9 auto. D\u00e1vali jsme si z\u00e1le\u017eet, aby \u0161lo o relevantn\u00ed z\u00e1kazn\u00edky<\/strong> \u2013 preferovali jsme tedy z\u00e1jemce, kte\u0159\u00ed si po\u0159izovali auto, kter\u00e9 nebylo star\u0161\u00ed ne\u017e p\u011bt let a bylo v hodnot\u011b \u010dtvrt a\u017e p\u016fl milionu. D\u00edky zapojen\u00ed klienta<\/strong> jsme do diskuze zvl\u00e1dli dostat tak\u00e9 n\u011bkolik z\u00e1kazn\u00edk\u016f Autodraftu a dokonce i respondenty, kte\u0159\u00ed si nakonec auto u Autodraftu nepo\u0159\u00eddili. Rekrutace byla \u00fasp\u011b\u0161n\u00e1 i p\u0159esto, \u017ee jsme m\u011bli opravdu n\u00e1ro\u010dn\u00e9 po\u017eadavky<\/strong>.<\/p>\n

    Diskuze nakonec trvala 13 dn\u00ed a ke v\u0161em t\u00e9mat\u016fm se v\u011bcn\u011b vyj\u00e1d\u0159ilo 15 respondent\u016f<\/strong>. Celkem jsme zve\u0159ejnili 16 t\u00e9ma (to je v\u00edc ne\u017e je b\u011b\u017en\u00fd standard). Do diskuze jsme za\u0159adili t\u00e9mata jako:<\/p>\n[\/et_pb_text][et_pb_text _builder_version=“4.2.1″ min_height=“187px“ custom_margin=“|||40px|false|false“ custom_margin_tablet=““ custom_margin_phone=““ custom_margin_last_edited=“on|phone“]

      \n
    1. V\u00e1\u0161 vztah k va\u0161emu autu<\/li>\n
    2. Motivace k n\u00e1kupu auta<\/li>\n
    3. Jak vybrat dobr\u00e9 auto?<\/li>\n
    4. Jak pozn\u00e1te kvalitn\u00ed auto?<\/li>\n
    5. Radili jste se s n\u011bk\u00fdm o koupi?<\/li>\n
    6. Co definuje dobr\u00e9ho prodejce?<\/li>\n
    7. Prvn\u00ed dojem z Autodraftu<\/li>\n
    8. Jak\u00e9 auto koup\u00edte p\u0159\u00ed\u0161t\u011b a jak\u00e9 si p\u0159ejete?\u00a0<\/li>\n<\/ol>[\/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=“4.2.1″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“]

      Nejzaj\u00edmav\u011bj\u0161\u00ed poznatky se t\u00fdkaly vztahu k aut\u016fm i n\u00e1kupn\u00edho chov\u00e1n\u00ed<\/h2>\n

      Jedn\u00edm z t\u00e9mat, kter\u00e9 zaj\u00edmalo i n\u00e1s samotn\u00e9, byl vztah k vlastnictv\u00ed automobil\u016f. Z r\u016fzn\u00fdch stran m\u016f\u017eete sly\u0161et, \u017ee lidi u\u017e auta vlastnit necht\u011bj\u00ed, \u017ee je to zbyte\u010dn\u00e1 starost apod. Podobn\u00fd n\u00e1zor se v na\u0161\u00ed diskuzi neobjevil<\/strong>, p\u0159esto\u017ee jsme se sna\u017eili respondenty do p\u0159edstavy \u017eivota bez auta zasadit. Auta po\u0159\u00e1d respondent\u016fm z na\u0161\u00ed diskuze p\u0159in\u00e1\u0161\u00ed svobodu a zjednodu\u0161en\u00ed \u017eivot\u016f.<\/p>\n

      Velkou \u010d\u00e1st diskuze jsme v\u011bnovali vn\u00edm\u00e1n\u00ed prodejc\u016f automobil\u016f samotn\u00fdch<\/strong>. Podle diskuze to vypad\u00e1, \u017ee snad neexistuje \u010dlov\u011bk, kter\u00fd by se p\u0159i po\u0159\u00edzen\u00ed auta n\u011bkdy v minulosti nesp\u00e1lil. Podle respondent\u016f je slo\u017eit\u00e9 naj\u00edt seri\u00f3zn\u00edho prodejce<\/strong>. O to pozitivn\u011bj\u0161\u00ed pak byla zp\u011btn\u00e1 vazba k nab\u00eddce i zna\u010dce Autodraftu \u2013 v tomto momentu jsme diskuzi rozv\u011btvili a rozd\u011blili respondenty na ty, kte\u0159\u00ed maj\u00ed s Autodrafem zku\u0161enosti, a na ty, kte\u0159\u00ed o Autodraftu do na\u0161\u00ed diskuze nesly\u0161eli.<\/p>\n

      I p\u0159esto byla zp\u011btn\u00e1 vazba na nab\u00eddku pozitivn\u00ed a mimo jin\u00e9 dostali jsme z diskuze zaj\u00edmav\u00e9 tipy na to, jak roz\u0161\u00ed\u0159it nab\u00eddku slu\u017eeb Autodraftu<\/strong>.<\/span><\/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=“4.2.1″ 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|||“]

      „<\/i>Koupil jsem auto u Autodraft a nem\u00e1m v\u016fbec \u017e\u00e1dnou kritiku. Snad jen mali\u010dko jsem byl udiven\u00fd z nevratn\u00e9 z\u00e1lohy 10 000 k\u010d na rezervaci vozu, trochu jsem se b\u00e1l, Autodraft jsem neznal, hledal jsem recenze, zda to nejsou n\u011bjac\u00ed podvodn\u00edci, b\u00e1l jsem se jen tak poslat pen\u00edze, Te\u010f u\u017e je zn\u00e1m, jejich jedn\u00e1n\u00ed a neb\u00e1l bych se platit i v\u00edce<\/em>.„<\/em><\/p>\n

      dibla, VW Golf (\u00fa\u010dastn\u00edk diskuze)<\/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=“4.2.1″ custom_padding=“||0px|||“]

      Na projektu se pod\u00edlel \u0161ir\u0161\u00ed t\u00fdm: klient i konzultanti, kte\u0159\u00ed pracovali s na\u0161imi v\u00fdstupy<\/h2>\n

      Pokud nahl\u00ed\u017e\u00edte do diskuze jako pozorovatel, odnesete si z diskuze mnohem v\u00edc ne\u017e jen z fin\u00e1ln\u00edho reportu. Proto se sna\u017e\u00edme do na\u0161ich v\u00fdzkum\u016f zapojit v\u017edy cel\u00fd \u0161ir\u0161\u00ed t\u00fdm, kter\u00fd pak bude navazovat na na\u0161i pr\u00e1ci. A d\u00edky Nautie<\/a><\/span> (n\u00e1stroji, kter\u00fd pro \u0159\u00edzen\u00ed online focus group vyv\u00edj\u00edme) je to i jednoduch\u00e9 \u2013 takto pozvan\u00ed pozorovatel\u00e9 se nedostanou k osobn\u00edm \u00fadaj\u016fm, a p\u0159itom mohou sledovat d\u011bn\u00ed v diskuzi (p\u011bkn\u011b na d\u00e1lku).<\/p>\n

      Jednodu\u0161\u0161\u00ed je tak\u00e9 zpracov\u00e1n\u00ed dat \u2013 data z diskuze maj\u00ed textovou formu, tak\u017ee nen\u00ed t\u0159eba \u0159e\u0161it \u017e\u00e1dn\u00e9 p\u0159episy jako u offline metod. Ond\u0159ej Klos, design\u00e9r ve slu\u017eb\u00e1ch Autodraftu, nav\u00edc oce\u0148oval mo\u017enost vracet se k samotn\u00e9 diskuzi:<\/p>[\/et_pb_text][et_pb_text admin_label=“Text“ _builder_version=“4.2.1″ text_font=“||||||||“ text_text_color=“#8b84d7″ text_font_size=“25px“ text_line_height=“1.3em“ header_text_color=“#2a006c“ 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|||“]

      „L\u00edb\u00ed se mi, \u017ee m\u016f\u017eu diskusi zp\u011btn\u011b proch\u00e1zet a hledat n\u011bjak\u00e9 zapadl\u00e9 insighty. Kdy\u017e to pot\u0159ebuju od „b\u011b\u017en\u00e9ho“ v\u00fdzkumu, mus\u00edm naposlouchat z\u00e1znamy a d\u011blat si pozn\u00e1mky.<\/span>„<\/em><\/p>\n

      <\/strong><\/p>[\/et_pb_text][et_pb_text _builder_version=“4.2.1″ custom_padding=“||0px|||“]

      Dal\u0161\u00ed pr\u00e1ce v n\u00e1vaznosti na online focus group<\/h2>\n

      V dal\u0161\u00edch kroc\u00edch se v\u00fdstupy z online focus group propsaly do segmentace z\u00e1kazn\u00edk\u016f<\/strong>. Segmenty z\u00e1kazn\u00edk\u016f Autodraftu byly ur\u010den\u00e9 hlavn\u011b vztahem k autu a pot\u0159eb\u011b, kterou majiteli auto plnilo. Po dokon\u010den\u00ed segmentace pak klient pracoval s konzultanty z Kiduo na strategii zna\u010dky<\/strong>. I od nich p\u0159in\u00e1\u0161\u00edme hodnocen\u00ed.<\/p>[\/et_pb_text][\/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_testimonial author=“Zuzana Vyhn\u00e1nkov\u00e1 Bre\u010danov\u00e1“ job_title=“1\/2 Kiduo“ company_name=“Kiduo“ url=“http:\/\/kiduo.cz“ url_new_window=“on“ portrait_url=“https:\/\/makevision.cz\/wp-content\/uploads\/2020\/01\/zuzana-vyhnankova-kiduo.jpeg“ _builder_version=“4.2.1″]

      Te\u010f, kdy\u017e chce Autodraft expandovat, poc\u00edtilo veden\u00ed firmy nutnost poznat v\u00edce svoje z\u00e1kazn\u00edky. Tak, aby komunikaci, ale i produktovou nab\u00eddku dok\u00e1zali na jejich pot\u0159eby l\u00e9pe nap\u00e1rovat. Pro na\u0161i pr\u00e1ci na segmentaci c\u00edlovky byly v\u00fdstupy od Makevision kl\u00ed\u010dov\u00fdm materi\u00e1lem. Posunul na\u0161e uva\u017eov\u00e1n\u00ed od domn\u011bnek k realit\u011b a zku\u0161enosti klienta obohatil o vhledy od samotn\u00fdch z\u00e1kazn\u00edk\u016f. Umo\u017enilo n\u00e1m to vytvo\u0159it funk\u010dn\u00ed n\u00e1stroj, kter\u00fd Autodraftu pom\u016f\u017ee nejen \u0159\u00eddit efektivn\u011bji marketing, ale nastavit celou slu\u017ebu tak, aby se dala dlouhodob\u011b rozv\u00edjet. Nesta\u010d\u00ed toti\u017e jen v\u011bd\u011bt, kolik je z\u00e1kazn\u00edk\u016fm let a z jak\u00e9 jsou p\u0159\u00edjmov\u00e9 skupiny. Je pot\u0159eba porozum\u011bt do hloubky motivac\u00edm, kter\u00e9 je k n\u00e1kupu auta vedou a obecn\u011b popsanou c\u00edlovku rozd\u011blit do skupin podle t\u011bchto d\u016fvod\u016f.<\/span><\/p>[\/et_pb_testimonial][et_pb_text _builder_version=“4.2.1″]

      Uk\u00e1zka v\u00fdstupu z online focus group<\/h2>\n

      PDF ke sta\u017een\u00ed<\/a><\/p>[\/et_pb_text][et_pb_code _builder_version=“4.2.1″]