{"id":59336,"date":"2025-02-25T14:09:51","date_gmt":"2025-02-25T13:09:51","guid":{"rendered":"https:\/\/mariuszbrandt.pl\/market-research-how-to-understand-your-customer-3\/"},"modified":"2025-02-25T14:09:51","modified_gmt":"2025-02-25T13:09:51","slug":"market-research-how-to-understand-your-customer-3","status":"publish","type":"post","link":"https:\/\/mariuszbrandt.pl\/en\/market-research-how-to-understand-your-customer-3\/","title":{"rendered":"Market research &#8211; how to understand your customer #3"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"59336\" class=\"elementor elementor-59336 elementor-58115\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-43afa94f e-flex e-con-boxed e-con e-parent\" data-id=\"43afa94f\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5799dc95 elementor-widget elementor-widget-text-editor\" data-id=\"5799dc95\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><\/p>\n<h5>Badania rynku to podstawa ka\u017cdej dobrej strategii marketingowej. Bez nich to troch\u0119 jak strzelanie na o\u015blep \u2013 mo\u017cesz trafi\u0107, ale prawdopodobnie stracisz czas i pieni\u0105dze. A przecie\u017c nie o to chodzi, prawda? Dlatego dzi\u015b opowiem Wam, jak przeprowadzi\u0107 badania rynku, \u017ceby naprawd\u0119 zrozumie\u0107, czego chce Tw\u00f3j klient.<\/h5>\n<p class=\"wp-block-paragraph\"><\/p>\n<h4 id=\"h-po-co-w-ogole-robic-badania-rynku\" class=\"wp-block-heading\"><br \/>Po co w og\u00f3le robi\u0107 badania rynku?<\/h4>\n<p><\/p>\n<p class=\"wp-block-paragraph\">Wyobra\u017a sobie, \u017ce otwierasz restauracj\u0119. Mo\u017cesz oczywi\u015bcie za\u0142o\u017cy\u0107, \u017ce wszyscy kochaj\u0105 w\u0142osk\u0105 kuchni\u0119, ale co, je\u015bli w Twojej okolicy jest ju\u017c pi\u0119\u0107 pizzerii, a ludzie marz\u0105 o czym\u015b innym? Badania rynku pomagaj\u0105 unikn\u0105\u0107 takich wpadek. Dzi\u0119ki nim dowiesz si\u0119:<\/p>\n<p><\/p>\n<ul class=\"wp-block-list\">\n<li style=\"list-style-type: none;\">\n<ul class=\"wp-block-list\"><\/ul>\n<\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li style=\"list-style-type: none;\">\n<ul class=\"wp-block-list\">\n<li><strong>Kto jest Twoim klientem?<\/strong>\u00a0\u2013 Czy to m\u0142odzi rodzice, studenci, a mo\u017ce biznesmeni?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><\/p>\n<ul class=\"wp-block-list\">\n<li style=\"list-style-type: none;\">\n<ul class=\"wp-block-list\">\n<li><strong>Czego naprawd\u0119 potrzebuj\u0105?<\/strong>\u00a0\u2013 Czy szukaj\u0105 wygody, presti\u017cu, a mo\u017ce niskiej ceny?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><\/p>\n<ul class=\"wp-block-list\">\n<li style=\"list-style-type: none;\">\n<ul class=\"wp-block-list\">\n<li><strong>Jakie maj\u0105 problemy?<\/strong>\u00a0\u2013 Co ich frustruje i jak mo\u017cesz im pom\u00f3c?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><\/p>\n<p><\/p>\n<p class=\"wp-block-paragraph\">Badania rynku to po prostu spos\u00f3b na zebranie informacji, kt\u00f3re pomog\u0105 Ci podejmowa\u0107 lepsze decyzje biznesowe. Bez nich dzia\u0142asz w ciemno.<\/p>\n<p><\/p>\n<h4 id=\"h-rodzaje-badan-rynku\" class=\"wp-block-heading\"><br \/>Rodzaje bada\u0144 rynku<\/h4>\n<p><\/p>\n<ol class=\"wp-block-list\" start=\"1\">\n<li style=\"list-style-type: none;\">\n<ol class=\"wp-block-list\" start=\"1\"><\/ol>\n<\/li>\n<\/ol>\n<p>\u00a0<\/p>\n<ol class=\"wp-block-list\" start=\"1\">\n<li style=\"list-style-type: none;\">\n<ol class=\"wp-block-list\" start=\"1\">\n<li><strong>Badania pierwotne (primary research)<\/strong><br \/>To badania, kt\u00f3re przeprowadzasz samodzielnie, \u017ceby zdoby\u0107 \u015bwie\u017ce dane. S\u0105 bardziej czasoch\u0142onne, ale te\u017c bardziej spersonalizowane.\n<ul>\n<li><strong>Ankiety<\/strong>\u00a0\u2013 Prosty spos\u00f3b na zebranie opinii od klient\u00f3w. Mo\u017cesz je robi\u0107 online (np. przez Google Forms) lub offline (np. na ulicy).<\/li>\n<li><strong>Wywiady<\/strong>\u00a0\u2013 Rozmowy indywidualne, kt\u00f3re pozwalaj\u0105 zg\u0142\u0119bi\u0107 potrzeby klienta. To troch\u0119 jak terapia \u2013 zadajesz pytania i s\u0142uchasz, co klient ma do powiedzenia.<\/li>\n<li><strong>Grupy fokusowe<\/strong>\u00a0\u2013 Spotkanie kilku os\u00f3b, kt\u00f3re dyskutuj\u0105 na temat Twojego produktu lub us\u0142ugi. To \u015bwietny spos\u00f3b, \u017ceby zobaczy\u0107, jak ludzie reaguj\u0105 na Twoje pomys\u0142y.<\/li>\n<\/ul>\n<p>Przyk\u0142ad: Kiedy Netflix zaczyna\u0142 swoj\u0105 dzia\u0142alno\u015b\u0107, przeprowadza\u0142 wywiady z u\u017cytkownikami, \u017ceby zrozumie\u0107, dlaczego nie lubi\u0105 tradycyjnych wypo\u017cyczalni film\u00f3w. Dzi\u0119ki temu wymy\u015bli\u0142 model subskrypcji, kt\u00f3ry zrewolucjonizowa\u0142 rynek.<\/p>\n<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<p><\/p>\n<ol class=\"wp-block-list\" start=\"1\">\n<li style=\"list-style-type: none;\">\n<ol class=\"wp-block-list\" start=\"1\">\n<li><strong>Badania wt\u00f3rne (secondary research)<\/strong><br \/>To analiza danych, kt\u00f3re ju\u017c kto\u015b zebra\u0142. S\u0105 \u0142atwiejsze do zdobycia, ale mog\u0105 by\u0107 mniej spersonalizowane.\n<ul>\n<li><strong>Raporty bran\u017cowe<\/strong>\u00a0\u2013 Np. dane GUS, Eurostatu czy firm badawczych jak Nielsen.<\/li>\n<li><strong>Analiza konkurencji<\/strong>\u00a0\u2013 Co robi\u0105 Twoi konkurenci? Jakie maj\u0105 ceny, jak komunikuj\u0105 si\u0119 z klientami?<\/li>\n<li><strong>Dane z social media<\/strong>\u00a0\u2013 Narz\u0119dzia jak Facebook Insights czy Google Analytics pokazuj\u0105, co interesuje Twoich odbiorc\u00f3w.<\/li>\n<\/ul>\n<p>Przyk\u0142ad: Zanim Airbnb zacz\u0119\u0142o dzia\u0142a\u0107, jego tw\u00f3rcy przeanalizowali rynek hoteli i zauwa\u017cyli, \u017ce ludzie szukaj\u0105 ta\u0144szych i bardziej autentycznych miejsc do spania. To by\u0142 punkt wyj\u015bcia do ich biznesu.<\/p>\n<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<p><\/p>\n<p><\/p>\n<h4 id=\"h-jak-przeprowadzic-badania-rynku-krok-po-kroku\" class=\"wp-block-heading\"><br \/>Jak przeprowadzi\u0107 badania rynku krok po kroku?<\/h4>\n<p><\/p>\n<ol class=\"wp-block-list\" start=\"1\">\n<li style=\"list-style-type: none;\">\n<ol class=\"wp-block-list\" start=\"1\"><\/ol>\n<\/li>\n<\/ol>\n<p>\u00a0<\/p>\n<ol class=\"wp-block-list\" start=\"1\">\n<li style=\"list-style-type: none;\">\n<ol class=\"wp-block-list\" start=\"1\">\n<li><strong>Okre\u015bl cel badania<\/strong><br \/>Zastan\u00f3w si\u0119, co chcesz osi\u0105gn\u0105\u0107. Czy chcesz pozna\u0107 opinie o nowym produkcie? Zrozumie\u0107, dlaczego klienci odchodz\u0105 do konkurencji? A mo\u017ce sprawdzi\u0107, czy Tw\u00f3j pomys\u0142 ma szans\u0119 na rynku?<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<p><\/p>\n<ol class=\"wp-block-list\" start=\"1\">\n<li style=\"list-style-type: none;\">\n<ol class=\"wp-block-list\" start=\"1\">\n<li><strong>Wybierz metod\u0119 badania<\/strong><br \/>Czy lepiej sprawdz\u0105 si\u0119 ankiety, wywiady, a mo\u017ce obserwacja zachowa\u0144 klient\u00f3w? Pami\u0119taj, \u017ce r\u00f3\u017cne metody daj\u0105 r\u00f3\u017cne wyniki.<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<p><\/p>\n<ol class=\"wp-block-list\" start=\"1\">\n<li style=\"list-style-type: none;\">\n<ol class=\"wp-block-list\" start=\"1\">\n<li><strong>Zbierz dane<\/strong><br \/>To moment, kiedy wchodzisz w teren. Rozmawiasz z lud\u017ami, analizujesz statystyki, przegl\u0105dasz raporty. Im wi\u0119cej danych, tym lepiej.<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<p><\/p>\n<ol class=\"wp-block-list\" start=\"1\">\n<li style=\"list-style-type: none;\">\n<ol class=\"wp-block-list\" start=\"1\">\n<li><strong>Przeanalizuj wyniki<\/strong><br \/>Zebrane dane to dopiero pocz\u0105tek. Teraz musisz je przeanalizowa\u0107 i wyci\u0105gn\u0105\u0107 wnioski. Co jest wsp\u00f3lnym mianownikiem? Jakie problemy si\u0119 powtarzaj\u0105?<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<p><\/p>\n<ol class=\"wp-block-list\" start=\"1\">\n<li style=\"list-style-type: none;\">\n<ol class=\"wp-block-list\" start=\"1\">\n<li><strong>Wykorzystaj wyniki w praktyce<\/strong><br \/>Badania rynku nie maj\u0105 sensu, je\u015bli nie przek\u0142adasz ich na konkretne dzia\u0142ania. Je\u015bli np. odkryjesz, \u017ce klienci chc\u0105 szybszej dostawy, wprowad\u017a usprawnienia w logistyce.<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<p><\/p>\n<p><\/p>\n<h4 id=\"h-przyklady-skutecznych-badan-rynku\" class=\"wp-block-heading\"><br \/>Przyk\u0142ady skutecznych bada\u0144 rynku<\/h4>\n<p><\/p>\n<ol class=\"wp-block-list\" start=\"1\">\n<li style=\"list-style-type: none;\">\n<ol class=\"wp-block-list\" start=\"1\"><\/ol>\n<\/li>\n<\/ol>\n<p>\u00a0<\/p>\n<ol class=\"wp-block-list\" start=\"1\">\n<li style=\"list-style-type: none;\">\n<ol class=\"wp-block-list\" start=\"1\">\n<li><strong>Coca-Cola i \u201eNew Coke\u201d<\/strong><br \/>W latach 80. Coca-Cola wprowadzi\u0142a now\u0105 formu\u0142\u0119 napoju, kt\u00f3ra mia\u0142a by\u0107 lepsza od orygina\u0142u. Problem w tym, \u017ce nie przeprowadzili wystarczaj\u0105cych bada\u0144 rynku. Klienci zbuntowali si\u0119, a firma musia\u0142a wr\u00f3ci\u0107 do starej receptury. To pokazuje, jak wa\u017cne jest s\u0142uchanie klient\u00f3w.<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<p><\/p>\n<ol class=\"wp-block-list\" start=\"1\">\n<li style=\"list-style-type: none;\">\n<ol class=\"wp-block-list\" start=\"1\">\n<li><strong>IKEA i zrozumienie potrzeb klient\u00f3w<\/strong><br \/>IKEA s\u0142ynie z tego, \u017ce doskonale rozumie swoich klient\u00f3w. Przed otwarciem nowego sklepu przeprowadzaj\u0105 szczeg\u00f3\u0142owe badania, \u017ceby dowiedzie\u0107 si\u0119, jak ludzie urz\u0105dzaj\u0105 swoje domy i jakie maj\u0105 problemy. Dzi\u0119ki temu ich produkty s\u0105 zawsze trafione.<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<p><\/p>\n<ol class=\"wp-block-list\" start=\"1\">\n<li style=\"list-style-type: none;\">\n<ol class=\"wp-block-list\" start=\"1\">\n<li><strong>Spotify i personalizacja<\/strong><br \/>Spotify wykorzystuje dane z bada\u0144 rynku, \u017ceby tworzy\u0107 spersonalizowane playlisty dla u\u017cytkownik\u00f3w. Dzi\u0119ki temu ka\u017cdy czuje, \u017ce muzyka jest dopasowana specjalnie do niego.<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<p><\/p>\n<p><\/p>\n<h4 id=\"h-podsumowanie\" class=\"wp-block-heading\">\u00a0<\/h4>\n<h4 id=\"h-podsumowanie\" class=\"wp-block-heading\">Podsumowanie<\/h4>\n<p><\/p>\n<p class=\"wp-block-paragraph\">Badania rynku to nie tylko nudne liczby i wykresy. To spos\u00f3b na zrozumienie, co tak naprawd\u0119 dzieje si\u0119 w g\u0142owie Twojego klienta. Kiedy wiesz, czego chce, co go frustruje i jak podejmuje decyzje, mo\u017cesz stworzy\u0107 produkt lub us\u0142ug\u0119, kt\u00f3ra go zachwyci.<\/p>\n<p><\/p>\n<p class=\"wp-block-paragraph\">Pami\u0119taj, \u017ce badania rynku to nie jednorazowe wydarzenie \u2013 to proces, kt\u00f3ry powinien towarzyszy\u0107 Ci przez ca\u0142y czas. Rynek si\u0119 zmienia, klienci ewoluuj\u0105, a Ty musisz by\u0107 na bie\u017c\u0105co.<\/p>\n<p><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Market research is the foundation of any good marketing strategy. Without them, it&#8217;s a bit like shooting blindly &#8211; you might hit the mark, but you&#8217;ll probably lose time and money. And after all, that&#8217;s not the point, is it? That&#8217;s why today I&#8217;ll tell you how to conduct market research to really understand what&hellip;<\/p>\n","protected":false},"author":1,"featured_media":59034,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"footnotes":""},"categories":[544,565],"tags":[],"class_list":["post-59336","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-marketing-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Market research - how to understand your customer #3 - Mariusz Brandt<\/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:\/\/mariuszbrandt.pl\/en\/market-research-how-to-understand-your-customer-3\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Market research - how to understand your customer #3 - Mariusz Brandt\" \/>\n<meta property=\"og:description\" content=\"Market research is the foundation of any good marketing strategy. 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