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2024-07-18 17:00:02 来源:尚普咨询 浏览量:0
消费者调研是一项专业的工作,需要运用科学的方法和技术,收集、分析和解释消费者的数据,为企业提供有价值的信息和建议。然而,消费者调研的过程并不总是一帆风顺,有时会遇到各种有趣或者尴尬的情况,甚至会出现一些意想不到的结果。这些情况既考验了市场研究专家的专业素养和应变能力,也增添了消费者调研的趣味性和挑战性。
为了让大家更好地了解消费者调研的真实面貌,我们邀请了尚普咨询的资深市场研究专家,分享了他们在消费者调研中的一些趣事与幕后故事,以及他们是如何应对和解决的。尚普咨询是中国知名的独立第三方行研与投融资咨询机构,致力于为企业战略决策提供专业解决方案。尚普咨询的市场研究团队拥有丰富的经验和专业知识,服务过多个行业领域的客户,涉及市场调研、投资咨询、IPO上市咨询等多个方面。以下是他们的一些案例:
案例一:被误认为是骗子的调研员
有一次,我们为一家快消品公司做一项消费者满意度调研,需要对购买过该公司产品的消费者进行电话访问。我们从该公司的会员数据库中随机抽取了一批样本,按照问卷的内容进行拨打。然而,我们发现有很多消费者对我们的来电表示怀疑,甚至有的直接挂断了电话。我们分析了一下原因,发现有以下几个可能的因素:
一是近年来电话诈骗案件频发,消费者对陌生电话的警惕性提高,不愿意透露自己的个人信息;
二是我们的来电显示的是一个普通的手机号码,而不是一个固定的座机号码,消费者可能觉得不够正规;
三是我们在电话中没有充分说明我们的身份和目的,也没有提供足够的证明,消费者可能觉得我们没有权威性和可信度。
为了解决这个问题,我们采取了以下几个措施:
一是我们向该公司申请了一个官方的座机号码,用来专门拨打消费者的电话,这样可以提高我们的形象和信任度;
二是我们在电话中首先自我介绍,说明我们是受该公司委托,为了提高产品和服务质量,进行的一项消费者满意度调研,并且告知消费者我们的来电号码,让他们可以通过该公司的官网或客服进行核实;
三是我们在电话中告知消费者我们的问卷内容和时间,以及我们对消费者的个人信息的保密承诺,并且询问消费者是否愿意参与调研,尊重消费者的意愿和选择。
通过这些措施,我们有效地提高了消费者的接听率和配合度,顺利地完成了电话访问的任务。
案例二:被误认为是情敌的调研员
有一次,我们为一家汽车公司做一项消费者洞察调研,需要对购买过该公司汽车的消费者进行深度访谈。我们从该公司的销售记录中筛选了一批符合条件的消费者,通过电话或者微信与他们预约访谈的时间和地点。其中有一位消费者是一位年轻的女士,她同意了我们的访谈邀请,并且约定了在某个咖啡厅见面。
我们按时到达了咖啡厅,找到了那位女士,向她打了招呼,并且向她出示了我们的工作证和调研说明。然而,就在我们准备开始访谈的时候,一位男士突然冲了过来,大声质问我们是谁,为什么和他的女朋友约会。我们一下子被搞懵了,连忙解释说我们是市场研究公司的调研员,只是为了做一项汽车消费者的调研,和他的女朋友没有任何其他关系。那位女士也赶紧说了实情,说她只是购买了那家汽车公司的一辆车,没有想到会引起他的误会。那位男士听了我们的解释,才恍然大悟,原来是自己多心了,连忙向我们和他的女朋友道歉,说自己是因为太爱她,才会有些敏感和多疑。
案例三:被误认为是卧底的调研员
有一次,我们为一家电子产品公司做一项消费者体验调研,需要对购买过该公司产品的消费者进行观察和访谈。我们从该公司的线上和线下渠道中获取了一批消费者的联系方式,通过电话或者微信与他们沟通,询问他们是否愿意接受我们的调研,并且告知他们我们会在他们使用产品的过程中进行观察和记录,以及在之后进行简短的访谈。其中有一位消费者是一位中年的男士,他同意了我们的调研邀请,并且约定了在他的家里见面。
我们按照约定的时间到达了他的家里,他热情地接待了我们,并且带我们到了他的书房,向我们展示了他购买的该公司的一款笔记本电脑。我们向他表示了感谢,并且开始了我们的调研工作。我们首先观察了他使用笔记本电脑的场景和方式,记录了他的操作和反馈,然后向他提出了一些关于产品的功能、性能、设计、满意度等方面的问题,以及他对该公司的品牌形象和忠诚度的看法。他很耐心地回答了我们的问题,也很主动地分享了他对产品的一些建议和期待。我们觉得他是一个非常理想的调研对象,对我们的调研非常有帮助。
然而,就在我们准备结束调研的时候,他突然变了脸色,严肃地问我们,我们到底是谁,为什么对他的电脑这么感兴趣,是不是有什么不可告人的目的。我们一下子被吓了一跳,不知道他为什么会这么说,连忙解释说我们是市场研究公司的调研员,只是为了做一项消费者体验的调研,和他的电脑没有任何其他关系。他却不相信我们的话,说我们是不是该公司的竞争对手的卧底,是不是想从他的电脑中窃取他的商业机密,是不是想给他的电脑安装什么病毒或者木马。他说他是一位从事高科技行业的工程师,他的电脑中存有他的一些重要的项目和数据,他不允许任何人触碰他的电脑,更不允许任何人对他的电脑进行任何形式的调查或者干扰。
我们听了他的话,才明白他是怎么想的,原来他是一个对自己的工作非常敏感和保密的人,他觉得我们的调研是一种对他的电脑的威胁和侵犯,他觉得我们是有预谋的卧底,想要从他的电脑中获取他的信息或者破坏他的电脑。我们虽然觉得他的想法有些偏激和荒谬,但也没有办法说服他,只能尽量安抚他,说我们没有任何恶意,我们只是按照我们的工作流程,进行了一项正常的消费者调研,我们没有对他的电脑做任何不合适的事情,我们也没有对他的电脑有任何兴趣,我们只是想了解他对产品的使用体验和感受。我们还向他出示了我们的工作证和调研说明,以及我们的调研记录,让他可以看到我们的调研内容和结果,没有任何与他的电脑相关的内容。
经过我们的一番解释和道歉,他才稍微平静了一些,但还是很不高兴,说他不想再继续参与我们的调研,也不想再见到我们,让我们赶紧离开他的家。我们只好无奈地收拾了我们的东西,向他表示了歉意,然后快速地离开了他的家。
这次调研让我们感到非常尴尬和无奈,我们没有想到会遇到这样的消费者,也没有想到会引起这样的误会。为了避免这样的情况再次发生,我们决定在以后的消费者体验调研中,增加一些预防和应对的措施,例如:
一是在联系消费者的时候,更加详细地说明我们的调研目的和内容,以及我们对消费者的电脑的操作和访问的范围和限制,让消费者有充分的知情权和选择权;
二是在进行调研的时候,更加注意消费者的反应和情绪,及时发现和解决消费者的疑虑和不满,避免消费者的误解和抵触;
三是在结束调研的时候,更加重视消费者的反馈和评价,向消费者表示感谢和敬意,让消费者感受到我们的专业和诚信。
通过这些措施,我们希望能够提高消费者体验调研的质量和效率,也能够保护消费者的隐私和安全。
以上就是我们在消费者调研中的一些趣事与幕后故事,以及我们是如何应对和解决的。我们希望通过这些案例,让大家更好地了解消费者调研的真实面貌,也让大家感受到消费者调研的趣味性和挑战性。同时,我们也希望通过这些案例,让大家学习到一些消费者调研的技巧和方法,提高自己的消费者调研的能力和水平。
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