{"id":5021,"date":"2022-06-16T11:55:43","date_gmt":"2022-06-16T09:55:43","guid":{"rendered":"https:\/\/makevision.cz\/?p=5021"},"modified":"2022-06-16T12:27:03","modified_gmt":"2022-06-16T10:27:03","slug":"tri-vymluvy-ktere-brani-firmam-lepe-pochopit-jejich-zakazniky","status":"publish","type":"post","link":"https:\/\/makevision.cz\/tri-vymluvy-ktere-brani-firmam-lepe-pochopit-jejich-zakazniky\/","title":{"rendered":"T\u0159i v\u00fdmluvy, kter\u00e9 br\u00e1n\u00ed firm\u00e1m l\u00e9pe pochopit jejich z\u00e1kazn\u00edky"},"content":{"rendered":"\n<p>M\u00e1me za to, \u017ee firmy neum\u00ed dostate\u010dn\u011b vyt\u011b\u017eit potenci\u00e1l, kter\u00fd le\u017e\u00ed v&nbsp;tom, \u017ee l\u00e9pe pochop\u00ed sv\u00e9 z\u00e1kazn\u00edky, \u017ee se jimi budou dlouhodob\u011b zab\u00fdvat. Tohle hlub\u0161\u00ed pochopen\u00ed toho, jak se z\u00e1kazn\u00edci chovaj\u00ed nebo co pot\u0159ebuj\u00ed, je podle n\u00e1s <strong>skv\u011bl\u00fdm podkladem pro inovace a strategick\u00e1 rozhodnut\u00ed firem<\/strong>. Ur\u010dit\u011b lep\u0161\u00edm podkladem ne\u017e kop\u00edrov\u00e1n\u00ed konkurence.<\/p>\n\n\n\n<p>Pro\u010d se tedy firmy v\u00fdzkumem z\u00e1kazn\u00edk\u016f p\u0159\u00edli\u0161 nezab\u00fdvaj\u00ed? Tohle jsou t\u0159i v\u00fdmluvy, na kter\u00e9 jsme v&nbsp;na\u0161i praxi p\u0159i\u0161li. Samoz\u0159ejm\u011b, \u017ee ke ka\u017ed\u00e9 v\u00fdmluv\u011b nab\u00eddneme i \u0159e\u0161en\u00ed, jak ji p\u0159ekonat.<\/p>\n\n\n\n<div style=\"height:55px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h1 class=\"wp-block-heading\">1. \u201ePot\u0159ebujeme v\u00fdzkumnou agenturu\u201c<\/h1>\n\n\n\n<p>Mana\u017ee\u0159i, market\u00e9\u0159i a lid\u00e9 obecn\u011b maj\u00ed \u010dasto pocit, \u017ee v\u00fdzkum\u016fm nerozum\u00ed. \u017de je to t\u00e9ma pro \u201eb\u00edl\u00e9 pl\u00e1\u0161t\u011b\u201c. Jasn\u011b, \u017ee v\u00fdzkum ve v\u011bd\u011b je velmi sofistikovan\u00fd, ale to neznamen\u00e1, \u017ee ten marketingov\u00fd se mus\u00ed d\u011blat stejn\u011b. Ten mus\u00ed b\u00fdt akceschopn\u011bj\u0161\u00ed a jednodu\u0161\u0161\u00ed.<\/p>\n\n\n\n<p>A i kdy\u017e v\u00fdzkumn\u00edci r\u00e1di pou\u017e\u00edvaj\u00ed slo\u017eit\u00e9 term\u00edny jako reprezentativita, kv\u00f3tn\u00ed v\u00fdb\u011br, screening nebo operacionalizace, nenechte se odradit. I kdybychom m\u011bli sto tis\u00edc v\u00fdzkumn\u00edk\u016f v&nbsp;republice, po\u0159\u00e1d to bude m\u00e1lo pro pot\u0159eby v\u0161ech firem.<\/p>\n\n\n\n<p>A tak pom\u016f\u017ee jednoduch\u00e1 <strong>zm\u011bna mindsetu<\/strong>. P\u0159edstavte si, \u017ee m\u00edsto <em><strong>v\u00fdzkumu<\/strong><\/em> m\u00e1te <em><strong>pozn\u00e1vat z\u00e1kazn\u00edka<\/strong><\/em>. Drobn\u00e1 zm\u011bna v&nbsp;terminologii zp\u016fsob\u00ed to, \u017ee te\u010f s&nbsp;n\u00e1mi budete souhlasit: Za hlub\u0161\u00ed pochopen\u00ed z\u00e1kazn\u00edka je krom v\u00fdzkumn\u00edka zodpov\u011bdn\u00fd p\u0159eci i majitel firmy, management, market\u00e9r, copywriter a dal\u0161\u00ed.<\/p>\n\n\n\n<p>Pokud je hlavn\u00edm \u00fakolem market\u00e9ra prodat, pak pro to, aby \u00fasp\u011b\u0161n\u011b a efektivn\u011b prod\u00e1val, mus\u00ed v\u011bd\u011bt komu a jak\u00fdm zp\u016fsobem. Stejn\u011b tak pokud chcete inovovat, vytv\u00e1\u0159et nov\u00e9 produkty nebo slu\u017eby, mus\u00edte pozn\u00e1vat z\u00e1kazn\u00edka.<\/p>\n\n\n\n<p>V\u00fdzkumn\u00edk v\u00e1s m\u016f\u017ee nasm\u011b\u0159ovat, nutn\u011b ale nemus\u00edte outsourcovat kompletn\u00ed pozn\u00e1v\u00e1n\u00ed z\u00e1kazn\u00edka na v\u00fdzkumnou agenturu. Pot\u0159ebujete p\u0159edev\u0161\u00edm zm\u011bnit mindset a za\u010d\u00edt.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">S dobr\u00fdm mindsetem m\u016f\u017eete b\u00fdt dobr\u00fdm v\u00fdzkumn\u00edkem<\/h2>\n\n\n\n<div class=\"wp-block-divi-layout\">[et_pb_section fb_built=&#8220;1&#8243; admin_label=&#8220;section&#8220; _builder_version=&#8220;4.17.4&#8243; hover_enabled=&#8220;0&#8243; global_colors_info=&#8220;{}&#8220; custom_margin=&#8220;-70px||||false|false&#8220; sticky_enabled=&#8220;0&#8243;][et_pb_row admin_label=&#8220;row&#8220; _builder_version=&#8220;4.16&#8243; background_size=&#8220;initial&#8220; background_position=&#8220;top_left&#8220; background_repeat=&#8220;repeat&#8220; global_colors_info=&#8220;{}&#8220; min_height=&#8220;468px&#8220;][et_pb_column type=&#8220;4_4&#8243; _builder_version=&#8220;4.17.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_accordion _builder_version=&#8220;4.17.4&#8243; _module_preset=&#8220;default&#8220; hover_enabled=&#8220;0&#8243; global_colors_info=&#8220;{}&#8220; min_height=&#8220;452px&#8220; toggle_level=&#8220;h4&#8243; sticky_enabled=&#8220;0&#8243;][et_pb_accordion_item title=&#8220;1. Bu\u010fte zv\u00eddav\u00ed&#8220; _builder_version=&#8220;4.17.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220; open=&#8220;on&#8220;]<p>Obzvl\u00e1\u0161\u0165 v kvalitativn\u00edm v\u00fdzkumu mus\u00edte b\u00fdt velmi otev\u0159en\u00ed. Tak trochu jako mal\u00e9 d\u011bti, kter\u00e9 se st\u00e1le ptaj\u00ed pro\u010d, pro\u010d, pro\u010d\u2026<\/p>[\/et_pb_accordion_item][et_pb_accordion_item title=&#8220;2. Dob\u0159e se ptejte a nep\u0159edj\u00edmejte&#8220; open=&#8220;off&#8220; _builder_version=&#8220;4.17.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;]<p>Ptejte se otev\u0159en\u011b a nep\u0159edj\u00edmejte. Nemyslete si, \u017ee je n\u011bco jasn\u00e9ho, dokud se na to sami nezept\u00e1te.<\/p>[\/et_pb_accordion_item][et_pb_accordion_item title=&#8220;3. Poznejte metodologii a dr\u017ete se j\u00ed&#8220; _builder_version=&#8220;4.17.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220; open=&#8220;off&#8220;]<p>Nebojte se metodologie \u2013 tedy doporu\u010den\u00e9ho postupu. Je tu, aby v\u00e1s vedle a uleh\u010dila v\u00e1m pr\u00e1ci. Existuje cel\u00e1 \u0159ada zdroj\u016f, kter\u00e9 v\u00e1m s v\u00fdzkumem pom\u016f\u017eou. My jsme zpracovali podrobn\u00fd<span>\u00a0<\/span><a href=\"https:\/\/discover.nautie.net\/cs\/online-kvalitativni-vyzkum-diskuze\/\">seri\u00e1l ohledn\u011b online focus group<\/a>. Z\u00e1kladn\u00ed p\u0159ehled o mo\u017en\u00fdch v\u00fdzkumn\u00fdch metod\u00e1ch najdete na<span>\u00a0<\/span><a href=\"http:\/\/www.100metod.cz\/\" target=\"_blank\" rel=\"noreferrer noopener\">www.100metod.cz<\/a><\/p>[\/et_pb_accordion_item][et_pb_accordion_item title=&#8220;4. Ovl\u00e1dn\u011bte v\u00fdzkumn\u00e9 n\u00e1stroje&#8220; _builder_version=&#8220;4.17.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220; open=&#8220;off&#8220;]<p>Zkoumat budete pravd\u011bpodobn\u011b digit\u00e1ln\u011b \u2013 pak pot\u0159ebujete ovl\u00e1dnout z\u00e1kladn\u00ed n\u00e1stroje jako t\u0159eba Survio.cz na dotazn\u00edky, Zoom na online rozhovory nebo<span>\u00a0<\/span><a href=\"https:\/\/discover.nautie.net\/cs\/\">Nautie na asynchronn\u00ed skupinovou diskuzi<\/a>.<\/p>[\/et_pb_accordion_item][et_pb_accordion_item title=&#8220;5. P\u0159edejte srozumiteln\u011b v\u00fdsledky d\u00e1l&#8220; _builder_version=&#8220;4.17.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220; open=&#8220;off&#8220;]<p>Bez kvalitn\u00edho p\u0159ed\u00e1n\u00ed informac\u00ed d\u00e1l do firmy m\u016f\u017ee b\u00fdt va\u0161e pozn\u00e1v\u00e1n\u00ed zbyte\u010dn\u00e9, proto i s\u00a0t\u00edm si mus\u00edte d\u00e1t pr\u00e1ci.<\/p>[\/et_pb_accordion_item][\/et_pb_accordion][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/div>\n\n\n\n<p>I bez v\u00fdzkumn\u00e9 agentury se tedy m\u016f\u017eete hnout. Sta\u010d\u00ed se neb\u00e1t a pozm\u011bnit mindset.<\/p>\n\n\n\n<div style=\"height:55px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h1 class=\"wp-block-heading\">2. \u201ePot\u0159ebujeme hodn\u011b respondent\u016f\u201c<\/h1>\n\n\n\n<p>Kolik respondent\u016f je dost? 300? 400? 500? Dejme 550, tomu sp\u00ed\u0161 lidi uv\u011b\u0159\u00ed\u2026<\/p>\n\n\n\n<p>Druh\u00e1 v\u00fdmluva nebo sp\u00ed\u0161 p\u0159edsudek p\u0159edpokl\u00e1d\u00e1, \u017ee d\u016fv\u011bryhodnost v\u00fdzkumu je p\u0159\u00edmo \u00fam\u011brn\u00e1 po\u010dtu zapojen\u00fdch respondent\u016f. \u010c\u00edm v\u00edce jich m\u00e1me, t\u00edm m\u00e9n\u011b je v\u00fdzkum zkreslen\u00fd. To ale nen\u00ed pravda.<\/p>\n\n\n\n<p>V prvn\u00ed \u0159ad\u011b je pot\u0159eba si uv\u011bdomit, \u017ee <strong>ka\u017ed\u00fd v\u00fdzkum je zkreslen\u00fd<\/strong>. Nejenom nedostatkem respondent\u016f, ale t\u00edm, jak a kde je vyb\u00edr\u00e1me, jak a na co se pt\u00e1me, jak v\u00fdzkum vyhodnocujeme.<\/p>\n\n\n\n<p>Tak jako tak je podstata t\u00e9to v\u00fdmluvy n\u011bkde jinde\u2026<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Neposuzujme kvalitativn\u00ed v\u00fdzkum optikou toho kvantitativn\u00edho<\/h2>\n\n\n\n<p>Probl\u00e9m je v tom, \u017ee tu m\u00e1me dva odli\u0161n\u00e9 z\u00e1kladn\u00ed typy v\u00fdzkumu a ten jeden posuzujeme optikou toho druh\u00e9ho. Tak\u017ee \u010dasto sly\u0161\u00edme, \u017ee <em>\u201eDvacet respondent\u016f nem\u016f\u017ee rozhodovat o osudu na\u0161\u00ed firmy\u201c<\/em>. \u0158e\u010d je o rozd\u00edlech mezi kvalitativn\u00edm a kvantitativn\u00edm v\u00fdzkumem.<\/p>\n\n\n\n<p>Kvantitativn\u00ed v\u00fdzkum zn\u00e1te jako dotazn\u00edky a grafy. Ten m\u00e1 za \u00fakol <strong>vy\u010d\u00edslit (kvantifikovat) n\u011bjak\u00e9 chov\u00e1n\u00ed<\/strong> ve spole\u010dnosti. Vedle toho kvalitativn\u00ed v\u00fdzkum m\u00e1 p\u0159edev\u0161\u00edm <strong>odkr\u00fdvat mo\u017enosti, zji\u0161\u0165ovat, co je\u0161t\u011b nev\u00edme<\/strong>.<\/p>\n\n\n\n<p>Pokud u kvantitativn\u00edho v\u00fdzkumu jde p\u0159edev\u0161\u00edm o reprezentativn\u00ed odraz chov\u00e1n\u00ed lid\u00ed (Kolik procent lid\u00ed zva\u017euje n\u00e1kup va\u0161eho produktu?), pot\u0159ebujete do n\u011bj stovky respondent\u016f. Na druhou stranu kvalitativn\u00ed v\u00fdzkum (Pro\u010d byste si n\u00e1\u0161 produkt nekoupili?) pot\u0159ebuje hlavn\u011b <strong>rozmanit\u00e9 respondenty<\/strong>. To proto, aby p\u0159inesli co nejv\u00edc n\u00e1zor\u016f a odkryli co nejv\u00edce mo\u017enost\u00ed&#8230;<\/p>\n\n\n\n<p>Kl\u00ed\u010dov\u00e9 je p\u0159i tom v\u0161em uv\u011bdomit si, \u017ee respondenti v\u00e1m nemaj\u00ed \u0159\u00edkat, co m\u00e1te ud\u011blat. Vy se m\u00e1te <strong>vc\u00edtit do jejich k\u016f\u017ee<\/strong>, sna\u017eit se je pochopit a sami vymyslet, co budete d\u011blat. C\u00edlem je nechat je na v\u00e1s p\u016fsobit a skrze to je pochopit.<\/p>\n\n\n\n<div style=\"height:55px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h1 class=\"wp-block-heading\">3. \u201eNem\u00e1me na v\u00fdzkum dost pen\u011bz\u201c<\/h1>\n\n\n\n<p>Z\u016fstanete-li u p\u0159edchoz\u00edch v\u00fdmluv, tedy \u017ee pot\u0159ebujete agenturu a k&nbsp;tomu stovky respondent\u016f, je jasn\u00e9, \u017ee pro v\u00e1s budou v\u00fdzkumy v\u017edy drah\u00e9. Pokud ale zm\u011bn\u00edte mindset, uv\u011bdom\u00edte si, \u017ee <strong>kolem v\u00e1s le\u017e\u00ed cel\u00e1 \u0159ada zaj\u00edmav\u00fdch dat a informac\u00ed<\/strong> o va\u0161ich z\u00e1kazn\u00edc\u00edch a nemus\u00ed st\u00e1t majlant.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Vyu\u017eijte vlastn\u00ed data<\/h2>\n\n\n\n<ul><li>Obchodn\u00ed data (n\u00e1kupy, objedn\u00e1vky)<\/li><li>E-maily a telefon\u00e1ty (z\u00e1kaznick\u00e1 podpora)<\/li><li>Recenze, diskuze (Heur\u00e9ka, Google, \u2026)<\/li><li>N\u00e1v\u0161t\u011bvnost webu (GA, Search console)<\/li><\/ul>\n\n\n\n<p>Pod\u00edvejte se na z\u00e1kaznick\u00e1 data. Pokud pracujete pro e-shop, bude to jednoduch\u00e9. Ale t\u0159eba i v kamenn\u00e9m retailu se m\u016f\u017eete pod\u00edvat na to, jak\u00e9 v\u00fdrobky spolu lid\u00e9 nej\u010dast\u011bji kupuj\u00ed. Nebo jestli existuje n\u011bjak\u00e1 sezonalita u konkr\u00e9tn\u00edch kategori\u00ed\u2026<\/p>\n\n\n\n<p>Zkuste se pobavit s lidmi, co u v\u00e1s pracuj\u00ed na z\u00e1kaznick\u00e9 podpo\u0159e, s \u010d\u00edm se na n\u011b nej\u010dast\u011bji z\u00e1kazn\u00edci obracej\u00ed. Tito lid\u00e9 jsou bl\u00edzko va\u0161im z\u00e1kazn\u00edk\u016fm, zapojte je, vyt\u011b\u017ete je.<\/p>\n\n\n\n<p>Pod\u00edvejte se, co se o va\u0161\u00ed zna\u010dce p\u00ed\u0161e na internetu. Jak\u00e9 dost\u00e1v\u00e1 recenze?<\/p>\n\n\n\n<p>A pak tu jsou i Google Analytics a dal\u0161\u00ed n\u00e1stroje webov\u00e9 analytiky. Pod\u00edvejte se v Search Consoli, p\u0159es jak\u00e9 dotazy k v\u00e1m na web lid\u00e9 chod\u00ed.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Za\u010dn\u011bte s&nbsp;v\u00fdzkumem, kter\u00fd zvl\u00e1dnete sami<\/h2>\n\n\n\n<ol type=\"1\"><li>Za\u010dn\u011bte se bavit se z\u00e1kazn\u00edky<\/li><li>Ud\u011blejte si dotazn\u00edkov\u00fd pr\u016fzkum (Survio, &#8230;)<\/li><li>Zanalyzujte si, co lid\u00e9 vyhled\u00e1vaj\u00ed (Marketing Miner, &#8230;)<\/li><li>Uspo\u0159\u00e1dejte online focus group se z\u00e1kazn\u00edky (Nautie)<\/li><li>Vyu\u017eijte existuj\u00edc\u00ed v\u00fdzkumy (MML, \u010cS\u00da, Atlas \u010cech\u016f, \u2026)<\/li><\/ol>\n\n\n\n<p>Nevn\u00edmejte kontakt nebo podporu z\u00e1kazn\u00edk\u016fm jako n\u011bco jednostrann\u00e9ho. I vy se toho o nich m\u016f\u017eete hodn\u011b nau\u010dit. Za\u010dn\u011bte se bavit se z\u00e1kazn\u00edky. A\u0165 u\u017e t\u0159eba na prodejn\u011b nebo tak, \u017ee si p\u0159edem vytipujete (t\u0159eba n\u00e1hodn\u011b) z\u00e1kazn\u00edky a domluv\u00edte si s nimi telefon\u00e1t.<\/p>\n\n\n\n<p>Pustit se m\u016f\u017eete i do dotazn\u00edku. Ten nejjednodu\u0161\u0161\u00ed bude rozeslan\u00fd na va\u0161e sou\u010dasn\u00e9 z\u00e1kazn\u00edky v datab\u00e1zi. Kl\u00ed\u010dov\u00e9 je p\u0159itom d\u00e1t si pozor na to, \u017ee nikdy nebude reprezentativn\u00ed, proto\u017ee v\u00e1m odpov\u00ed jen ti, kte\u0159\u00ed budou cht\u00edt. Nevad\u00ed to, pokud si to budete uv\u011bdomovat. Zkr\u00e1tka br\u00e1t to jako omezen\u00ed\/zkreslen\u00ed. I tak to pro v\u00e1s m\u016f\u017ee b\u00fdt p\u0159\u00ednosn\u00e9. Dotazn\u00edk si ud\u011bl\u00e1te online v n\u00e1stroj\u00edch jako <a href=\"https:\/\/www.survio.com\/cs\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Survio<\/a> \u2013 kter\u00e9 v\u00e1m nav\u00edc uk\u00e1\u017eou, jak kl\u00e1st ot\u00e1zky nebo daj\u00ed bal\u00edk \u0161ablon.<\/p>\n\n\n\n<p>Zaj\u00edmav\u00fdm zdrojem informac\u00ed jsou vyhled\u00e1vac\u00ed dotazy na Googlu nebo Seznamu. N\u00e1stroje jako Marketing Miner v\u00e1m pom\u016f\u017eou s porozum\u011bn\u00edm, v jak\u00e9m kontextu se va\u0161e zna\u010dka nebo t\u00e9ma vyhled\u00e1v\u00e1.<\/p>\n\n\n\n<p>Vrhnout se m\u016f\u017eete i do skupinov\u00e9 asynchronn\u00ed diskuze. T\u0159eba v na\u0161em n\u00e1stroji Nautie. Vyberte 20 z\u00e1kazn\u00edk\u016f, se kter\u00fdmi dopodrobna proberete jejich vztah k va\u0161emu t\u00e9matu, motivace a bari\u00e9ry nebo vn\u00edm\u00e1n\u00ed va\u0161\u00ed zna\u010dky. Tohle je nej\u010dast\u011bj\u0161\u00ed metoda, kterou pou\u017e\u00edv\u00e1me my. Proto\u017ee n\u00e1m d\u00e1 rychl\u00fd a \u0161irok\u00fd vhled. Pod\u00edvejte se na <a href=\"https:\/\/makevision.cz\/vyzkumy-pripadove-studie\/\">p\u0159\u00edpadov\u00e9 studie, kde jsme online focus group vyu\u017eili<\/a>.<\/p>\n\n\n\n<p>A v neposledn\u00ed \u0159ad\u011b je tu cel\u00e1 \u0159ada dat, v\u00fdzkum\u016f, kter\u00e9 u\u017e existuj\u00ed a ty m\u016f\u017eete vyt\u011b\u017eit. A\u0165 u\u017e zdarma nebo v&nbsp;podob\u011b placen\u00fdch report\u016f. Behavio Labs stoj\u00ed za <a href=\"https:\/\/atlascechu.cz\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Atlasem \u010cech\u016f<\/a>, kter\u00fd je zdarma. \u010cS\u00da zase nereportuje pouze o volb\u00e1ch. Pak jsou tu v\u0161eobj\u00edmaj\u00edc\u00ed reporty jako MML nebo <a href=\"https:\/\/www.mediaguru.cz\/clanky\/2022\/05\/groupm-uvadi-mpanel-vyzkum-mapujici-ceskeho-spotrebitele\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">mPanel<\/a>.<\/p>\n\n\n\n<div style=\"height:55px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h1 class=\"wp-block-heading\">Ne\u010dekejte, a\u017e p\u0159ijde v\u00fdzkumn\u00edk<\/h1>\n\n\n\n<div class=\"wp-block-divi-layout\">[et_pb_section fb_built=&#8220;1&#8243; admin_label=&#8220;section&#8220; _builder_version=&#8220;4.17.4&#8243; global_colors_info=&#8220;{}&#8220;][et_pb_row admin_label=&#8220;row&#8220; _builder_version=&#8220;4.17.4&#8243; background_color=&#8220;#FDF1EF&#8220; background_size=&#8220;initial&#8220; background_position=&#8220;top_left&#8220; background_repeat=&#8220;repeat&#8220; min_height=&#8220;198.4px&#8220; custom_padding=&#8220;|0px||20px|false|false&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_column type=&#8220;4_4&#8243; _builder_version=&#8220;4.17.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_text _builder_version=&#8220;4.17.4&#8243; _module_preset=&#8220;default&#8220; custom_padding=&#8220;|20px|||false|false&#8220; hover_enabled=&#8220;0&#8243; global_colors_info=&#8220;{}&#8220; sticky_enabled=&#8220;0&#8243;]<h3>1. V\u00fdzkum nen\u00ed jen metoda. V\u00fdzkum je mindset<\/h3>\n<p>Pokud si na v\u00fdzkum netrouf\u00e1te, pom\u016f\u017eeme v\u00e1m, kdy\u017e si m\u00edsto slova v\u00fdzkum \u0159eknete, \u017ee <strong>jdete pozn\u00e1vat z\u00e1kazn\u00edky<\/strong>. A pozn\u00e1v\u00e1n\u00ed z\u00e1kazn\u00edk\u016f je n\u011bco, co mus\u00ed d\u011blat ka\u017ed\u00e1 firma a neust\u00e1le. Ka\u017ed\u00fd kontakt se z\u00e1kazn\u00edkem je \u201ev\u00fdzkum\u201c. Vyu\u017eijete toho.<\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8220;4.17.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_column type=&#8220;4_4&#8243; _builder_version=&#8220;4.17.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_divider show_divider=&#8220;off&#8220; _builder_version=&#8220;4.17.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=&#8220;row&#8220; _builder_version=&#8220;4.17.4&#8243; background_color=&#8220;#FDF1EF&#8220; background_size=&#8220;initial&#8220; background_position=&#8220;top_left&#8220; background_repeat=&#8220;repeat&#8220; min_height=&#8220;198.4px&#8220; custom_padding=&#8220;|0px||20px|false|false&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_column type=&#8220;4_4&#8243; _builder_version=&#8220;4.17.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_text _builder_version=&#8220;4.17.4&#8243; _module_preset=&#8220;default&#8220; custom_margin=&#8220;0px||0px||false|false&#8220; custom_padding=&#8220;|20px|||false|false&#8220; hover_enabled=&#8220;0&#8243; global_colors_info=&#8220;{}&#8220; sticky_enabled=&#8220;0&#8243;]<h3>2. Ka\u017ed\u00fd v\u00fdzkum je zkreslen\u00fd, tak se nebojte<\/h3>\n<p>Zbavte se obav, \u017ee to nezvl\u00e1dnete, \u017ee to nebude dost dobr\u00fd. Ka\u017ed\u00fd v\u00fdzkum je toti\u017e zkreslen\u00fd. Nikdy neprovedete stoprocentn\u00ed pozn\u00e1n\u00ed. Nikdy v\u00e1m lid\u00e9 ne\u0159eknou 100% pravdu a nikdy nem\u00e1te 100% jistotu \u017ee v\u00e1m zcela porozum\u00ed. Nicm\u00e9n\u011b i to je lep\u0161\u00ed ne\u017e ned\u011blat v\u016fbec nic a do ni\u010deho se nepou\u0161t\u011bt. Role v\u00fdzkumn\u00edka je hlavn\u011b o tom, aby <strong>zkreslen\u00ed zmen\u0161oval a byl v n\u011bm transparentn\u00ed<\/strong> (tedy aby bylo mo\u017eno v\u00fdzkum opakovat a aby byla k\u00a0dispozici metodologii nebo p\u016fvodn\u00ed data).<\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8220;4.17.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_column type=&#8220;4_4&#8243; _builder_version=&#8220;4.17.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_divider show_divider=&#8220;off&#8220; _builder_version=&#8220;4.17.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=&#8220;row&#8220; _builder_version=&#8220;4.17.4&#8243; background_color=&#8220;#FDF1EF&#8220; background_size=&#8220;initial&#8220; background_position=&#8220;top_left&#8220; background_repeat=&#8220;repeat&#8220; min_height=&#8220;198.4px&#8220; custom_padding=&#8220;|0px||20px|false|false&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_column type=&#8220;4_4&#8243; _builder_version=&#8220;4.17.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_text _builder_version=&#8220;4.17.4&#8243; _module_preset=&#8220;default&#8220; custom_margin=&#8220;0px||0px||false|false&#8220; custom_padding=&#8220;|20px|||false|false&#8220; hover_enabled=&#8220;0&#8243; global_colors_info=&#8220;{}&#8220; sticky_enabled=&#8220;0&#8243;]<h3>3. Za\u010dn\u011bte sami<\/h3>\n\n<p>Pokud s v\u00fdzkumy chcete za\u010d\u00edt, nepot\u0159ebujete k tomu hned v\u00fdzkumnou agenturu. V\u00fdzkumn\u00e1 agentura v\u00e1m m\u016f\u017ee ud\u011blat v\u00fdzkum, ale to neznamen\u00e1, \u017ee zn\u00e1te z\u00e1kazn\u00edky. Pozn\u00e1n\u00ed z\u00e1kazn\u00edk\u016f nem\u016f\u017eete outsourcovat. Za\u010dn\u011bte t\u00edm, \u017ee si sep\u00ed\u0161ete: Pro\u010d konkr\u00e9tn\u011b chcete pozn\u00e1vat z\u00e1kazn\u00edky a k \u010demu to vyu\u017eijete. Co o va\u0161ich z\u00e1kazn\u00edc\u00edch u\u017e v\u00edte \u2013 tedy sp\u00ed\u0161 co si mysl\u00edte, \u017ee o va\u0161ich z\u00e1kazn\u00edc\u00edch v\u00edte. A pak si k tomu p\u0159ipi\u0161te, <strong>co nev\u00edte, ale pot\u0159ebovali byste v\u011bd\u011bt, abyste se mohli l\u00e9pe rozhodovat<\/strong>. No a pak za\u010dn\u011bte tyhle p\u0159edpoklady ov\u011b\u0159ovat \u2013 s lidmi z va\u0161\u00ed firmy, kte\u0159\u00ed p\u0159ich\u00e1zej\u00ed do kontaktu se z\u00e1kazn\u00edky, a se z\u00e1kazn\u00edky samotn\u00fdmi \u2013 skrze rozhovory, dotazn\u00edky nebo t\u0159eba online focus group.<\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Pod\u00edvejte se na z\u00e1znam z na\u0161\u00ed p\u0159edn\u00e1\u0161ky na toto t\u00e9ma pro konferenci <strong><a href=\"https:\/\/www.tuesday.cz\/akce\/jak-co-nejlepe-poznat-sveho-zakaznika\/\" target=\"_blank\" rel=\"noreferrer noopener\">MARKETING MEETING: Jak co nejl\u00e9pe poznat sv\u00e9ho z\u00e1kazn\u00edka<\/a><\/strong><\/h4>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Z\u00e1znam p\u0159edn\u00e1\u0161ky: A kter\u00e9 v\u00fdmluvy br\u00e1n\u00ed v\u00e1m l\u00e9pe pochopit z\u00e1kazn\u00edka?\" width=\"1080\" height=\"608\" src=\"https:\/\/www.youtube.com\/embed\/DVBgujXoWTA?feature=oembed&#038;enablejsapi=1&#038;origin=https:\/\/makevision.cz\"  allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>M\u00e1me za to, \u017ee firmy neum\u00ed dostate\u010dn\u011b vyt\u011b\u017eit potenci\u00e1l, kter\u00fd le\u017e\u00ed v&nbsp;tom, \u017ee l\u00e9pe pochop\u00ed sv\u00e9 z\u00e1kazn\u00edky, \u017ee se jimi budou dlouhodob\u011b zab\u00fdvat. Tohle hlub\u0161\u00ed pochopen\u00ed toho, jak se z\u00e1kazn\u00edci chovaj\u00ed nebo co pot\u0159ebuj\u00ed, je podle n\u00e1s skv\u011bl\u00fdm podkladem pro inovace a strategick\u00e1 rozhodnut\u00ed firem. Ur\u010dit\u011b lep\u0161\u00edm podkladem ne\u017e kop\u00edrov\u00e1n\u00ed konkurence. Pro\u010d se tedy firmy [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":5023,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"<!-- wp:paragraph -->\n<p>M\u00e1me za to, \u017ee firmy neum\u00ed dostate\u010dn\u011b vyt\u011b\u017eit potenci\u00e1l, kter\u00fd le\u017e\u00ed v&nbsp;tom, \u017ee l\u00e9pe pochop\u00ed sv\u00e9 z\u00e1kazn\u00edky, \u017ee se jimi budou dlouhodob\u011b zab\u00fdvat. Tohle hlub\u0161\u00ed pochopen\u00ed toho, jak se z\u00e1kazn\u00edci chovaj\u00ed nebo co pot\u0159ebuj\u00ed, je podle n\u00e1s <strong>skv\u011bl\u00fdm podkladem pro inovace a strategick\u00e1 rozhodnut\u00ed firem<\/strong>. Ur\u010dit\u011b lep\u0161\u00edm podkladem ne\u017e kop\u00edrov\u00e1n\u00ed konkurence.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Pro\u010d se tedy firmy v\u00fdzkumem z\u00e1kazn\u00edk\u016f p\u0159\u00edli\u0161 nezab\u00fdvaj\u00ed? Tohle jsou t\u0159i v\u00fdmluvy, na kter\u00e9 jsme v&nbsp;na\u0161i praxi p\u0159i\u0161li. Samoz\u0159ejm\u011b, \u017ee ke ka\u017ed\u00e9 v\u00fdmluv\u011b nab\u00eddneme i \u0159e\u0161en\u00ed, jak ji p\u0159ekonat.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:spacer {\"height\":\"55px\"} -->\n<div style=\"height:55px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:heading {\"level\":1} -->\n<h1>1. \u201ePot\u0159ebujeme v\u00fdzkumnou agenturu\u201c<\/h1>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Mana\u017ee\u0159i, market\u00e9\u0159i a lid\u00e9 obecn\u011b maj\u00ed \u010dasto pocit, \u017ee v\u00fdzkum\u016fm nerozum\u00ed. \u017de je to t\u00e9ma pro \u201eb\u00edl\u00e9 pl\u00e1\u0161t\u011b\u201c. Jasn\u011b, \u017ee v\u00fdzkum ve v\u011bd\u011b je velmi sofistikovan\u00fd, ale to neznamen\u00e1, \u017ee ten marketingov\u00fd se mus\u00ed d\u011blat stejn\u011b. Ten mus\u00ed b\u00fdt akceschopn\u011bj\u0161\u00ed a jednodu\u0161\u0161\u00ed.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>A i kdy\u017e v\u00fdzkumn\u00edci r\u00e1di pou\u017e\u00edvaj\u00ed slo\u017eit\u00e9 term\u00edny jako reprezentativita, kv\u00f3tn\u00ed v\u00fdb\u011br, screening nebo operacionalizace, nenechte se odradit. I kdybychom m\u011bli sto tis\u00edc v\u00fdzkumn\u00edk\u016f v&nbsp;republice, po\u0159\u00e1d to bude m\u00e1lo pro pot\u0159eby v\u0161ech firem.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>A tak pom\u016f\u017ee jednoduch\u00e1 <strong>zm\u011bna mindsetu<\/strong>. P\u0159edstavte si, \u017ee m\u00edsto <em><strong>v\u00fdzkumu<\/strong><\/em> m\u00e1te <em><strong>pozn\u00e1vat z\u00e1kazn\u00edka<\/strong><\/em>. Drobn\u00e1 zm\u011bna v&nbsp;terminologii zp\u016fsob\u00ed to, \u017ee te\u010f s&nbsp;n\u00e1mi budete souhlasit: Za hlub\u0161\u00ed pochopen\u00ed z\u00e1kazn\u00edka je krom v\u00fdzkumn\u00edka zodpov\u011bdn\u00fd p\u0159eci i majitel firmy, management, market\u00e9r, copywriter a dal\u0161\u00ed.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Pokud je hlavn\u00edm \u00fakolem market\u00e9ra prodat, pak pro to, aby \u00fasp\u011b\u0161n\u011b a efektivn\u011b prod\u00e1val, mus\u00ed v\u011bd\u011bt komu a jak\u00fdm zp\u016fsobem. Stejn\u011b tak pokud chcete inovovat, vytv\u00e1\u0159et nov\u00e9 produkty nebo slu\u017eby, mus\u00edte pozn\u00e1vat z\u00e1kazn\u00edka.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>V\u00fdzkumn\u00edk v\u00e1s m\u016f\u017ee nasm\u011b\u0159ovat, nutn\u011b ale nemus\u00edte outsourcovat kompletn\u00ed pozn\u00e1v\u00e1n\u00ed z\u00e1kazn\u00edka na v\u00fdzkumnou agenturu. Pot\u0159ebujete p\u0159edev\u0161\u00edm zm\u011bnit mindset a za\u010d\u00edt.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2>S dobr\u00fdm mindsetem m\u016f\u017eete b\u00fdt dobr\u00fdm v\u00fdzkumn\u00edkem<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3>1. <strong>Bu\u010fte zv\u00eddav\u00ed<\/strong><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Obzvl\u00e1\u0161\u0165 v kvalitativn\u00edm v\u00fdzkumu mus\u00edte b\u00fdt velmi otev\u0159en\u00ed. Tak trochu jako mal\u00e9 d\u011bti, kter\u00e9 se st\u00e1le ptaj\u00ed pro\u010d, pro\u010d, pro\u010d...<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3>2. Dob\u0159e se ptejte a&nbsp;nep\u0159edj\u00edmejte<\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Ptejte se otev\u0159en\u011b a nep\u0159edj\u00edmejte. Nemyslete si, \u017ee je n\u011bco jasn\u00e9ho, dokud se na to sami nezept\u00e1te.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3>3. Poznejte metodologii a&nbsp;dr\u017ete se j\u00ed<\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Nebojte se metodologie \u2013 tedy doporu\u010den\u00e9ho postupu. Je tu, aby v\u00e1s vedle a uleh\u010dila v\u00e1m pr\u00e1ci. Existuje cel\u00e1 \u0159ada zdroj\u016f, kter\u00e9 v\u00e1m s v\u00fdzkumem pom\u016f\u017eou. My jsme zpracovali podrobn\u00fd <a href=\"https:\/\/discover.nautie.net\/cs\/online-kvalitativni-vyzkum-diskuze\/\">seri\u00e1l ohledn\u011b online focus group<\/a>. Z\u00e1kladn\u00ed p\u0159ehled o mo\u017en\u00fdch v\u00fdzkumn\u00fdch metod\u00e1ch najdete na <a href=\"http:\/\/www.100metod.cz\" target=\"_blank\" rel=\"noreferrer noopener\">www.100metod.cz<\/a><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3>4. Ovl\u00e1dn\u011bte v\u00fdzkumn\u00e9 n\u00e1stroje<\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Zkoumat budete pravd\u011bpodobn\u011b digit\u00e1ln\u011b \u2013 pak pot\u0159ebujete ovl\u00e1dnout z\u00e1kladn\u00ed n\u00e1stroje jako t\u0159eba Survio.cz na dotazn\u00edky, Zoom na online rozhovory nebo <a href=\"https:\/\/discover.nautie.net\/cs\/\">Nautie na asynchronn\u00ed skupinovou diskuzi<\/a>.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3>5. P\u0159edejte srozumiteln\u011b v\u00fdsledky d\u00e1l<\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Bez kvalitn\u00edho p\u0159ed\u00e1n\u00ed informac\u00ed d\u00e1l do firmy m\u016f\u017ee b\u00fdt va\u0161e pozn\u00e1v\u00e1n\u00ed zbyte\u010dn\u00e9, proto i s&nbsp;t\u00edm si mus\u00edte d\u00e1t pr\u00e1ci.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>I bez v\u00fdzkumn\u00e9 agentury se tedy m\u016f\u017eete hnout. Sta\u010d\u00ed se neb\u00e1t a pozm\u011bnit mindset.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:spacer {\"height\":\"55px\"} -->\n<div style=\"height:55px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:heading {\"level\":1} -->\n<h1>2. \u201ePot\u0159ebujeme hodn\u011b respondent\u016f\u201c<\/h1>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Kolik respondent\u016f je dost? 300? 400? 500? Dejme 550, tomu sp\u00ed\u0161 lidi uv\u011b\u0159\u00ed\u2026<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Druh\u00e1 v\u00fdmluva nebo sp\u00ed\u0161 p\u0159edsudek p\u0159edpokl\u00e1d\u00e1, \u017ee d\u016fv\u011bryhodnost v\u00fdzkumu je p\u0159\u00edmo \u00fam\u011brn\u00e1 po\u010dtu zapojen\u00fdch respondent\u016f. \u010c\u00edm v\u00edce jich m\u00e1me, t\u00edm m\u00e9n\u011b je v\u00fdzkum zkreslen\u00fd. To ale nen\u00ed pravda.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>V prvn\u00ed \u0159ad\u011b je pot\u0159eba si uv\u011bdomit, \u017ee <strong>ka\u017ed\u00fd v\u00fdzkum je zkreslen\u00fd<\/strong>. Nejenom nedostatkem respondent\u016f, ale t\u00edm, jak a kde je vyb\u00edr\u00e1me, jak a na co se pt\u00e1me, jak v\u00fdzkum vyhodnocujeme.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Tak jako tak je podstata t\u00e9to v\u00fdmluvy n\u011bkde jinde\u2026<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2>Neposuzujme kvalitativn\u00ed v\u00fdzkum optikou toho kvantitativn\u00edho<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Probl\u00e9m je v tom, \u017ee tu m\u00e1me dva odli\u0161n\u00e9 z\u00e1kladn\u00ed typy v\u00fdzkumu a ten jeden posuzujeme optikou toho druh\u00e9ho. Tak\u017ee \u010dasto sly\u0161\u00edme, \u017ee <em>\u201eDvacet respondent\u016f nem\u016f\u017ee rozhodovat o osudu na\u0161\u00ed firmy\u201c<\/em>. \u0158e\u010d je o rozd\u00edlech mezi kvalitativn\u00edm a kvantitativn\u00edm v\u00fdzkumem.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Kvantitativn\u00ed v\u00fdzkum zn\u00e1te jako dotazn\u00edky a grafy. Ten m\u00e1 za \u00fakol <strong>vy\u010d\u00edslit (kvantifikovat) n\u011bjak\u00e9 chov\u00e1n\u00ed<\/strong> ve spole\u010dnosti. Vedle toho kvalitativn\u00ed v\u00fdzkum m\u00e1 p\u0159edev\u0161\u00edm <strong>odkr\u00fdvat mo\u017enosti, zji\u0161\u0165ovat, co je\u0161t\u011b nev\u00edme<\/strong>.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Pokud u kvantitativn\u00edho v\u00fdzkumu jde p\u0159edev\u0161\u00edm o reprezentativn\u00ed odraz chov\u00e1n\u00ed lid\u00ed (Kolik procent lid\u00ed zva\u017euje n\u00e1kup va\u0161eho produktu?), pot\u0159ebujete do n\u011bj stovky respondent\u016f. Na druhou stranu kvalitativn\u00ed v\u00fdzkum (Pro\u010d byste si n\u00e1\u0161 produkt nekoupili?) pot\u0159ebuje hlavn\u011b <strong>rozmanit\u00e9 respondenty<\/strong>. To proto, aby p\u0159inesli co nejv\u00edc n\u00e1zor\u016f a odkryli co nejv\u00edce mo\u017enost\u00ed...<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Kl\u00ed\u010dov\u00e9 je p\u0159i tom v\u0161em uv\u011bdomit si, \u017ee respondenti v\u00e1m nemaj\u00ed \u0159\u00edkat, co m\u00e1te ud\u011blat. Vy se m\u00e1te <strong>vc\u00edtit do jejich k\u016f\u017ee<\/strong>, sna\u017eit se je pochopit a sami vymyslet, co budete d\u011blat. C\u00edlem je nechat je na v\u00e1s p\u016fsobit a skrze to je pochopit.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:spacer {\"height\":\"55px\"} -->\n<div style=\"height:55px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:heading {\"level\":1} -->\n<h1>3. \u201eNem\u00e1me na v\u00fdzkum dost pen\u011bz\u201c<\/h1>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Z\u016fstanete-li u p\u0159edchoz\u00edch v\u00fdmluv, tedy \u017ee pot\u0159ebujete agenturu a k&nbsp;tomu stovky respondent\u016f, je jasn\u00e9, \u017ee pro v\u00e1s budou v\u00fdzkumy v\u017edy drah\u00e9. Pokud ale zm\u011bn\u00edte mindset, uv\u011bdom\u00edte si, \u017ee <strong>kolem v\u00e1s le\u017e\u00ed cel\u00e1 \u0159ada zaj\u00edmav\u00fdch dat a informac\u00ed<\/strong> o va\u0161ich z\u00e1kazn\u00edc\u00edch a nemus\u00ed st\u00e1t majlant.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2>Vyu\u017eijte vlastn\u00ed data<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:list -->\n<ul><li>Obchodn\u00ed data (n\u00e1kupy, objedn\u00e1vky)<\/li><li>E-maily a telefon\u00e1ty (z\u00e1kaznick\u00e1 podpora)<\/li><li>Recenze, diskuze (Heur\u00e9ka, Google, \u2026)<\/li><li>N\u00e1v\u0161t\u011bvnost webu (GA, Search console)<\/li><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Pod\u00edvejte se na z\u00e1kaznick\u00e1 data. Pokud pracujete pro e-shop, bude to jednoduch\u00e9. Ale t\u0159eba i v kamenn\u00e9m retailu se m\u016f\u017eete pod\u00edvat na to, jak\u00e9 v\u00fdrobky spolu lid\u00e9 nej\u010dast\u011bji kupuj\u00ed. Nebo jestli existuje n\u011bjak\u00e1 sezonalita u konkr\u00e9tn\u00edch kategori\u00ed\u2026<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Zkuste se pobavit s lidmi, co u v\u00e1s pracuj\u00ed na z\u00e1kaznick\u00e9 podpo\u0159e, s \u010d\u00edm se na n\u011b nej\u010dast\u011bji z\u00e1kazn\u00edci obracej\u00ed. Tito lid\u00e9 jsou bl\u00edzko va\u0161im z\u00e1kazn\u00edk\u016fm, zapojte je, vyt\u011b\u017ete je.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Pod\u00edvejte se, co se o va\u0161\u00ed zna\u010dce p\u00ed\u0161e na internetu. Jak\u00e9 dost\u00e1v\u00e1 recenze?<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>A pak tu jsou i Google Analytics a dal\u0161\u00ed n\u00e1stroje webov\u00e9 analytiky. Pod\u00edvejte se v Search Consoli, p\u0159es jak\u00e9 dotazy k v\u00e1m na web lid\u00e9 chod\u00ed.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2>Za\u010dn\u011bte s&nbsp;v\u00fdzkumem, kter\u00fd zvl\u00e1dnete sami<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:list {\"ordered\":true,\"type\":\"1\"} -->\n<ol type=\"1\"><li>Za\u010dn\u011bte se bavit se z\u00e1kazn\u00edky<\/li><li>Ud\u011blejte si dotazn\u00edkov\u00fd pr\u016fzkum (Survio, ...)<\/li><li>Zanalyzujte si, co lid\u00e9 vyhled\u00e1vaj\u00ed (Marketing Miner, ...)<\/li><li>Uspo\u0159\u00e1dejte online focus group se z\u00e1kazn\u00edky (Nautie)<\/li><li>Vyu\u017eijte existuj\u00edc\u00ed v\u00fdzkumy (MML, \u010cS\u00da, Atlas \u010cech\u016f, \u2026)<\/li><\/ol>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Nevn\u00edmejte kontakt nebo podporu z\u00e1kazn\u00edk\u016fm jako n\u011bco jednostrann\u00e9ho. I vy se toho o nich m\u016f\u017eete hodn\u011b nau\u010dit. Za\u010dn\u011bte se bavit se z\u00e1kazn\u00edky. A\u0165 u\u017e t\u0159eba na prodejn\u011b nebo tak, \u017ee si p\u0159edem vytipujete (t\u0159eba n\u00e1hodn\u011b) z\u00e1kazn\u00edky a domluv\u00edte si s nimi telefon\u00e1t.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Pustit se m\u016f\u017eete i do dotazn\u00edku. Ten nejjednodu\u0161\u0161\u00ed bude rozeslan\u00fd na va\u0161e sou\u010dasn\u00e9 z\u00e1kazn\u00edky v datab\u00e1zi. Kl\u00ed\u010dov\u00e9 je p\u0159itom d\u00e1t si pozor na to, \u017ee nikdy nebude reprezentativn\u00ed, proto\u017ee v\u00e1m odpov\u00ed jen ti, kte\u0159\u00ed budou cht\u00edt. Nevad\u00ed to, pokud si to budete uv\u011bdomovat. Zkr\u00e1tka br\u00e1t to jako omezen\u00ed\/zkreslen\u00ed. I tak to pro v\u00e1s m\u016f\u017ee b\u00fdt p\u0159\u00ednosn\u00e9. Dotazn\u00edk si ud\u011bl\u00e1te online v n\u00e1stroj\u00edch jako <a href=\"https:\/\/www.survio.com\/cs\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Survio<\/a> \u2013 kter\u00e9 v\u00e1m nav\u00edc uk\u00e1\u017eou, jak kl\u00e1st ot\u00e1zky nebo daj\u00ed bal\u00edk \u0161ablon.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Zaj\u00edmav\u00fdm zdrojem informac\u00ed jsou vyhled\u00e1vac\u00ed dotazy na Googlu nebo Seznamu. N\u00e1stroje jako Marketing Miner v\u00e1m pom\u016f\u017eou s porozum\u011bn\u00edm, v jak\u00e9m kontextu se va\u0161e zna\u010dka nebo t\u00e9ma vyhled\u00e1v\u00e1.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Vrhnout se m\u016f\u017eete i do skupinov\u00e9 asynchronn\u00ed diskuze. T\u0159eba v na\u0161em n\u00e1stroji Nautie. Vyberte 20 z\u00e1kazn\u00edk\u016f, se kter\u00fdmi dopodrobna proberete jejich vztah k va\u0161emu t\u00e9matu, motivace a bari\u00e9ry nebo vn\u00edm\u00e1n\u00ed va\u0161\u00ed zna\u010dky. Tohle je nej\u010dast\u011bj\u0161\u00ed metoda, kterou pou\u017e\u00edv\u00e1me my. Proto\u017ee n\u00e1m d\u00e1 rychl\u00fd a \u0161irok\u00fd vhled. Pod\u00edvejte se na <a href=\"https:\/\/makevision.cz\/vyzkumy-pripadove-studie\/\">p\u0159\u00edpadov\u00e9 studie, kde jsme online focus group vyu\u017eili<\/a>.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>A v neposledn\u00ed \u0159ad\u011b je tu cel\u00e1 \u0159ada dat, v\u00fdzkum\u016f, kter\u00e9 u\u017e existuj\u00ed a ty m\u016f\u017eete vyt\u011b\u017eit. A\u0165 u\u017e zdarma nebo v&nbsp;podob\u011b placen\u00fdch report\u016f. Behavio Labs stoj\u00ed za <a href=\"https:\/\/atlascechu.cz\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Atlasem \u010cech\u016f<\/a>, kter\u00fd je zdarma. \u010cS\u00da zase nereportuje pouze o volb\u00e1ch. Pak jsou tu v\u0161eobj\u00edmaj\u00edc\u00ed reporty jako MML nebo <a href=\"https:\/\/www.mediaguru.cz\/clanky\/2022\/05\/groupm-uvadi-mpanel-vyzkum-mapujici-ceskeho-spotrebitele\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">mPanel<\/a>.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:spacer {\"height\":\"55px\"} -->\n<div style=\"height:55px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:heading {\"level\":1} -->\n<h1>Ne\u010dekejte, a\u017e p\u0159ijde v\u00fdzkumn\u00edk<\/h1>\n<!-- \/wp:heading -->\n\n<!-- wp:heading -->\n<h2>1. V\u00fdzkum nen\u00ed jen metoda. V\u00fdzkum je mindset<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Pokud si na v\u00fdzkum netrouf\u00e1te, pom\u016f\u017eeme v\u00e1m, kdy\u017e si m\u00edsto slova v\u00fdzkum \u0159eknete, \u017ee <strong>jdete pozn\u00e1vat z\u00e1kazn\u00edky<\/strong>. A pozn\u00e1v\u00e1n\u00ed z\u00e1kazn\u00edk\u016f je n\u011bco, co mus\u00ed d\u011blat ka\u017ed\u00e1 firma a neust\u00e1le. Ka\u017ed\u00fd kontakt se z\u00e1kazn\u00edkem je \u201ev\u00fdzkum\u201c. Vyu\u017eijete toho.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2>2. Ka\u017ed\u00fd v\u00fdzkum je zkreslen\u00fd, tak se nebojte<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Zbavte se obav, \u017ee to nezvl\u00e1dnete, \u017ee to nebude dost dobr\u00fd. Ka\u017ed\u00fd v\u00fdzkum je toti\u017e zkreslen\u00fd. Nikdy neprovedete stoprocentn\u00ed pozn\u00e1n\u00ed. Nikdy v\u00e1m lid\u00e9 ne\u0159eknou 100% pravdu a nikdy nem\u00e1te 100% jistotu \u017ee v\u00e1m zcela porozum\u00ed. Nicm\u00e9n\u011b i to je lep\u0161\u00ed ne\u017e ned\u011blat v\u016fbec nic a do ni\u010deho se nepou\u0161t\u011bt. Role v\u00fdzkumn\u00edka je hlavn\u011b o tom, aby <strong>zkreslen\u00ed zmen\u0161oval a byl v n\u011bm transparentn\u00ed<\/strong> (tedy aby bylo mo\u017eno v\u00fdzkum opakovat a aby byla k&nbsp;dispozici metodologii nebo p\u016fvodn\u00ed data).<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2>3. Za\u010dn\u011bte sami<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Pokud s v\u00fdzkumy chcete za\u010d\u00edt, nepot\u0159ebujete k tomu hned v\u00fdzkumnou agenturu. V\u00fdzkumn\u00e1 agentura v\u00e1m m\u016f\u017ee ud\u011blat v\u00fdzkum, ale to neznamen\u00e1, \u017ee zn\u00e1te z\u00e1kazn\u00edky. Pozn\u00e1n\u00ed z\u00e1kazn\u00edk\u016f nem\u016f\u017eete outsourcovat. Za\u010dn\u011bte t\u00edm, \u017ee si sep\u00ed\u0161ete: Pro\u010d konkr\u00e9tn\u011b chcete pozn\u00e1vat z\u00e1kazn\u00edky a k \u010demu to vyu\u017eijete. Co o va\u0161ich z\u00e1kazn\u00edc\u00edch u\u017e v\u00edte \u2013 tedy sp\u00ed\u0161 co si mysl\u00edte, \u017ee o va\u0161ich z\u00e1kazn\u00edc\u00edch v\u00edte. A pak si k tomu p\u0159ipi\u0161te, <strong>co nev\u00edte, ale pot\u0159ebovali byste v\u011bd\u011bt, abyste se mohli l\u00e9pe rozhodovat<\/strong>. No a pak za\u010dn\u011bte tyhle p\u0159edpoklady ov\u011b\u0159ovat \u2013 s lidmi z va\u0161\u00ed firmy, kte\u0159\u00ed p\u0159ich\u00e1zej\u00ed do kontaktu se z\u00e1kazn\u00edky, a se z\u00e1kazn\u00edky samotn\u00fdmi \u2013 skrze rozhovory, dotazn\u00edky nebo t\u0159eba online focus group.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:spacer -->\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:heading -->\n<h2>Pod\u00edvejte se na z\u00e1znam z na\u0161\u00ed p\u0159edn\u00e1\u0161ky na toto t\u00e9ma pro konferenci <strong><a href=\"https:\/\/www.tuesday.cz\/akce\/jak-co-nejlepe-poznat-sveho-zakaznika\/\" target=\"_blank\" rel=\"noreferrer noopener\">MARKETING MEETING: Jak co nejl\u00e9pe poznat sv\u00e9ho z\u00e1kazn\u00edka<\/a><\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:embed {\"url\":\"https:\/\/youtu.be\/DVBgujXoWTA\",\"type\":\"video\",\"providerNameSlug\":\"youtube\",\"responsive\":true,\"className\":\"wp-embed-aspect-16-9 wp-has-aspect-ratio\"} -->\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/youtu.be\/DVBgujXoWTA\n<\/div><\/figure>\n<!-- \/wp:embed -->","_et_gb_content_width":"","footnotes":""},"categories":[6],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>T\u0159i v\u00fdmluvy, kter\u00e9 br\u00e1n\u00ed firm\u00e1m l\u00e9pe pochopit jejich z\u00e1kazn\u00edky &#060; Makevision<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/makevision.cz\/tri-vymluvy-ktere-brani-firmam-lepe-pochopit-jejich-zakazniky\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"T\u0159i v\u00fdmluvy, kter\u00e9 br\u00e1n\u00ed firm\u00e1m l\u00e9pe pochopit jejich z\u00e1kazn\u00edky &#060; Makevision\" \/>\n<meta property=\"og:description\" content=\"M\u00e1me za to, \u017ee firmy neum\u00ed dostate\u010dn\u011b vyt\u011b\u017eit potenci\u00e1l, kter\u00fd le\u017e\u00ed v&nbsp;tom, \u017ee l\u00e9pe pochop\u00ed sv\u00e9 z\u00e1kazn\u00edky, \u017ee se jimi budou dlouhodob\u011b zab\u00fdvat. 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Pro\u010d se tedy firmy [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/makevision.cz\/tri-vymluvy-ktere-brani-firmam-lepe-pochopit-jejich-zakazniky\/\" \/>\n<meta property=\"og:site_name\" content=\"Makevision\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/facebook.com\/makevisioncz\" \/>\n<meta property=\"article:published_time\" content=\"2022-06-16T09:55:43+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-06-16T10:27:03+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/makevision.cz\/wp-content\/uploads\/2022\/06\/lide-pozadi.png\" \/>\n\t<meta property=\"og:image:width\" content=\"2480\" \/>\n\t<meta property=\"og:image:height\" content=\"1670\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Matez Jindra\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@makevisioncz\" \/>\n<meta name=\"twitter:site\" content=\"@makevisioncz\" \/>\n<meta name=\"twitter:label1\" content=\"Napsal(a)\" \/>\n\t<meta name=\"twitter:data1\" content=\"Matez Jindra\" \/>\n\t<meta name=\"twitter:label2\" content=\"Odhadovan\u00e1 doba \u010dten\u00ed\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minut\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/makevision.cz\/tri-vymluvy-ktere-brani-firmam-lepe-pochopit-jejich-zakazniky\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/makevision.cz\/tri-vymluvy-ktere-brani-firmam-lepe-pochopit-jejich-zakazniky\/\"},\"author\":{\"name\":\"Matez Jindra\",\"@id\":\"https:\/\/makevision.cz\/#\/schema\/person\/b44330f3c5988f9701b78c4e208dc7d7\"},\"headline\":\"T\u0159i v\u00fdmluvy, kter\u00e9 br\u00e1n\u00ed firm\u00e1m l\u00e9pe pochopit jejich z\u00e1kazn\u00edky\",\"datePublished\":\"2022-06-16T09:55:43+00:00\",\"dateModified\":\"2022-06-16T10:27:03+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/makevision.cz\/tri-vymluvy-ktere-brani-firmam-lepe-pochopit-jejich-zakazniky\/\"},\"wordCount\":2531,\"publisher\":{\"@id\":\"https:\/\/makevision.cz\/#organization\"},\"image\":{\"@id\":\"https:\/\/makevision.cz\/tri-vymluvy-ktere-brani-firmam-lepe-pochopit-jejich-zakazniky\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/makevision.cz\/wp-content\/uploads\/2022\/06\/lide-pozadi.png\",\"articleSection\":[\"\u010cl\u00e1nky\"],\"inLanguage\":\"cs\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/makevision.cz\/tri-vymluvy-ktere-brani-firmam-lepe-pochopit-jejich-zakazniky\/\",\"url\":\"https:\/\/makevision.cz\/tri-vymluvy-ktere-brani-firmam-lepe-pochopit-jejich-zakazniky\/\",\"name\":\"T\u0159i v\u00fdmluvy, kter\u00e9 br\u00e1n\u00ed firm\u00e1m l\u00e9pe pochopit jejich z\u00e1kazn\u00edky &#060; 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