{
    "id": 1262,
    "date": "2023-09-02T15:14:53",
    "date_gmt": "2023-09-02T13:14:53",
    "guid": {
        "rendered": "https:\/\/www.surveyrock.com\/blog\/?p=1262"
    },
    "modified": "2023-09-02T15:51:21",
    "modified_gmt": "2023-09-02T13:51:21",
    "slug": "the-power-of-data-how-online-surveys-can-transform-your-business",
    "status": "publish",
    "type": "post",
    "link": "http:\/\/www.surveyrock.com\/blog\/cs\/sila-dat-jak-mohou-online-pruzkumy-zmenit-vas-byznys\/",
    "title": {
        "rendered": "S\u00edla dat: Jak mohou online pr\u016fzkumy prom\u011bnit va\u0161e podnik\u00e1n\u00ed"
    },
    "content": {
        "rendered": "<h2 class=\"wp-block-heading\">\u00davod - P\u0159edstavte si, \u017ee dr\u017e\u00edte k\u0159i\u0161\u0165\u00e1lovou kouli, kter\u00e1 v\u00e1m odhal\u00ed budoucnost va\u0161eho podnik\u00e1n\u00ed.<\/h2>\n\n\n\n<p>Dob\u0159e prov\u011b\u0159en\u00fd online pr\u016fzkum je jako test DNA va\u0161\u00ed firmy - dostane se pod povrch a odhal\u00ed tajemstv\u00ed, kter\u00e1 mohou pozvednout va\u0161e fungov\u00e1n\u00ed, spokojenost z\u00e1kazn\u00edk\u016f a zisky na novou \u00farove\u0148. V tomto podrobn\u00e9m pr\u016fvodci prozkoum\u00e1me nevyu\u017eit\u00fd potenci\u00e1l online pr\u016fzkum\u016f. A\u0165 u\u017e jste mal\u00e1 firma nebo v\u011b\u017eovit\u00fd podnik, \u010dekaj\u00ed na v\u00e1s u\u017eite\u010dn\u00e9 tipy podpo\u0159en\u00e9 tvrd\u00fdmi daty a odborn\u00fdmi poznatky. Budoucnost va\u0161eho podnik\u00e1n\u00ed za\u010d\u00edn\u00e1 zde.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\">Odhalen\u00ed psychologie z\u00e1kazn\u00edk\u016f - Co kdybyste mohli \u010d\u00edst my\u0161lenky sv\u00fdch z\u00e1kazn\u00edk\u016f?<\/h2>\n\n\n\n<p>V\u0161echny n\u00e1s zaj\u00edm\u00e1, co se odehr\u00e1v\u00e1 v mysl\u00edch na\u0161ich z\u00e1kazn\u00edk\u016f. Je to jako cht\u00edt zn\u00e1t tajn\u00fd recept na babi\u010d\u010dinu speci\u00e1ln\u00ed om\u00e1\u010dku; m\u016f\u017ee to v\u0161echno zm\u011bnit. Pochopen\u00ed psychologie z\u00e1kazn\u00edk\u016f nen\u00ed vyhrazeno jen pro \u0161kolen\u00e9 psychology - je to superschopnost, kterou v\u00e1m online pr\u016fzkumy d\u00e1vaj\u00ed p\u0159\u00edmo do ruky. Polo\u017een\u00edm c\u00edlen\u00fdch ot\u00e1zek m\u016f\u017eete odkr\u00fdt vrstvy a zjistit nejen to, co si va\u0161i z\u00e1kazn\u00edci mysl\u00ed, ale i pro\u010d si to mysl\u00ed. Podle zpr\u00e1vy spole\u010dnosti Forrester pova\u017euje 73% podnik\u016f pochopen\u00ed z\u00e1kaznick\u00e9 zku\u0161enosti za z\u00e1sadn\u00ed aspekt pro udr\u017een\u00ed z\u00e1kazn\u00edk\u016f.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"701\" src=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/09\/02150140\/271861_Customer-Psychology-FocusedanalyticalcreativeSi_xl-1024-v1-0-1024x701.png\" alt=\"Psychologie z\u00e1kazn\u00edk\u016f\" class=\"wp-image-1265\" srcset=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/09\/02150140\/271861_Customer-Psychology-FocusedanalyticalcreativeSi_xl-1024-v1-0-1024x701.png 1024w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/09\/02150140\/271861_Customer-Psychology-FocusedanalyticalcreativeSi_xl-1024-v1-0-300x205.png 300w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/09\/02150140\/271861_Customer-Psychology-FocusedanalyticalcreativeSi_xl-1024-v1-0-150x103.png 150w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/09\/02150140\/271861_Customer-Psychology-FocusedanalyticalcreativeSi_xl-1024-v1-0-768x525.png 768w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/09\/02150140\/271861_Customer-Psychology-FocusedanalyticalcreativeSi_xl-1024-v1-0-18x12.png 18w, https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2023\/09\/02150140\/271861_Customer-Psychology-FocusedanalyticalcreativeSi_xl-1024-v1-0.png 1216w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Praktick\u00fd tip<\/h3>\n\n\n\n<pre class=\"wp-block-preformatted\">Za\u010dn\u011bte ot\u00e1zkami na povrchn\u00ed \u00farovni a postupn\u011b p\u0159ejd\u011bte k ot\u00e1zk\u00e1m, kter\u00e9 pronikaj\u00ed hloub\u011bji do psychologie z\u00e1kazn\u00edka. Nap\u0159\u00edklad m\u00edsto pouh\u00e9 ot\u00e1zky: \"L\u00edbil se v\u00e1m n\u00e1\u0161 v\u00fdrobek?\" za\u0159a\u010fte dopl\u0148uj\u00edc\u00ed ot\u00e1zku typu: \"M\u016f\u017eete n\u00e1m \u0159\u00edci, \u010d\u00edm pro v\u00e1s n\u00e1\u0161 v\u00fdrobek vynikal?<\/pre>\n\n\n\n<h2 class=\"wp-block-heading\">Zapojen\u00ed zam\u011bstnanc\u016f: P\u0159ehl\u00ed\u017een\u00e1 hodnota<\/h2>\n\n\n\n<p>P\u0159edstavte si sv\u011bt, ve kter\u00e9m va\u0161i zam\u011bstnanci nejsou jen zam\u011bstnanci, ale i ambasado\u0159i zna\u010dky. Zapojen\u00ed zam\u011bstnanc\u016f je ji\u017e dlouho neop\u011bvovan\u00fdm hrdinou v p\u0159\u00edb\u011bhu o \u00fasp\u011bchu firmy. Zat\u00edmco v\u011bt\u0161ina spole\u010dnost\u00ed vynakl\u00e1d\u00e1 prost\u0159edky na zapojen\u00ed z\u00e1kazn\u00edk\u016f, \u010dasto p\u0159ehl\u00ed\u017e\u00ed v\u00fdznam pln\u011b anga\u017eovan\u00fdch zam\u011bstnanc\u016f. Pomoc\u00ed online pr\u016fzkum\u016f m\u016f\u017eete zm\u011bnit puls sv\u00fdch zam\u011bstnanc\u016f a zajistit, aby byli pro va\u0161i zna\u010dku stejn\u011b zap\u00e1len\u00ed jako vy. Zpr\u00e1va spole\u010dnosti Gallup ukazuje, \u017ee spole\u010dnosti s vysoce anga\u017eovan\u00fdmi zam\u011bstnanci p\u0159ekon\u00e1vaj\u00ed sv\u00e9 kolegy o 147% v zisku na akcii a jsou o 21% ziskov\u011bj\u0161\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Praktick\u00fd tip<\/h3>\n\n\n\n<pre class=\"wp-block-preformatted\">Zam\u011bstnaneck\u00e9 pr\u016fzkumy by m\u011bly b\u00fdt anonymn\u00ed, aby se podpo\u0159ily up\u0159\u00edmn\u00e9 odpov\u011bdi. Ujist\u011bte se, \u017ee na z\u00e1klad\u011b z\u00edskan\u00e9 zp\u011btn\u00e9 vazby budete jednat a uk\u00e1\u017eete tak sv\u00fdm zam\u011bstnanc\u016fm, \u017ee na jejich n\u00e1zorech z\u00e1le\u017e\u00ed.<\/pre>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\"Chcete-li zv\u00edt\u011bzit na trhu, mus\u00edte nejprve zv\u00edt\u011bzit na pracovi\u0161ti.\"<\/p>\n<cite>Doug Conant<\/cite><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">Zlep\u0161en\u00ed v\u00fdvoje produkt\u016f a slu\u017eeb<\/h2>\n\n\n\n<p>Vzpome\u0148te si na iPhone p\u0159ed jeho uveden\u00edm na trh; nikdo o n\u011bm v\u00fdslovn\u011b nev\u011bd\u011bl. Apple v\u0161ak identifikoval skrytou pot\u0159ebu a skv\u011ble ji naplnil. To je s\u00edla pronikav\u00e9ho v\u00fdvoje produkt\u016f. Pomoc\u00ed online pr\u016fzkum\u016f m\u016f\u017eete vyu\u017e\u00edt tuto pokladnici spot\u0159ebitelsk\u00fdch poznatk\u016f a vytvo\u0159it produkty nebo slu\u017eby, kter\u00e9 nejen spl\u0148uj\u00ed, ale i p\u0159edv\u00eddaj\u00ed po\u017eadavky trhu. Spole\u010dnosti jako Apple hojn\u011b vyu\u017e\u00edvaj\u00ed spot\u0159ebitelsk\u00e1 data a zp\u011btnou vazbu p\u0159ed uveden\u00edm ka\u017ed\u00e9ho v\u00fdznamn\u00e9ho produktu na trh.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Praktick\u00fd tip<\/h3>\n\n\n\n<pre class=\"wp-block-preformatted\">V pr\u016fzkumech pou\u017e\u00edvejte otev\u0159en\u00e9 ot\u00e1zky, abyste z\u00edskali rozs\u00e1hlej\u0161\u00ed zp\u011btnou vazbu a odhalili, co si z\u00e1kazn\u00edci skute\u010dn\u011b p\u0159ej\u00ed - i kdy\u017e to sami je\u0161t\u011b nev\u011bd\u00ed.<\/pre>\n\n\n\n<h2 class=\"wp-block-heading\">Marketing zalo\u017een\u00fd na datech: \u0158ekn\u011bte ne h\u00e1d\u00e1n\u00ed<\/h2>\n\n\n\n<p>Doby, kdy jste svou marketingovou strategii zakl\u00e1dali na pocitech a kroc\u00edch konkurence, jsou d\u00e1vno pry\u010d. P\u0159\u00edstup zalo\u017een\u00fd na datech v\u00e1m nab\u00edz\u00ed ekvivalentn\u00ed br\u00fdl\u00ed pro no\u010dn\u00ed vid\u011bn\u00ed v temn\u00e9 m\u00edstnosti. Online pr\u016fzkumy v\u00e1m mohou poskytnout cenn\u00e9 \u00fadaje o demografick\u00fdch \u00fadaj\u00edch z\u00e1kazn\u00edk\u016f, jejich n\u00e1kupn\u00edm chov\u00e1n\u00ed, a dokonce i o tom, jak\u00fd druh marketingov\u00fdch kan\u00e1l\u016f preferuj\u00ed. Podle <a href=\"https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\">McKinsey Global Institute<\/a>, maj\u00ed podniky zalo\u017een\u00e9 na datech 23kr\u00e1t v\u011bt\u0161\u00ed pravd\u011bpodobnost, \u017ee z\u00edskaj\u00ed z\u00e1kazn\u00edky.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Praktick\u00fd tip<\/h3>\n\n\n\n<pre class=\"wp-block-preformatted\">Za\u0159a\u010fte do pr\u016fzkumu ot\u00e1zky, kter\u00e9 ur\u010d\u00ed, odkud poch\u00e1z\u00ed v\u011bt\u0161ina va\u0161ich z\u00e1kazn\u00edk\u016f a co je p\u0159im\u011blo k n\u00e1kupu. To v\u00e1m pom\u016f\u017ee efektivn\u011bji alokovat marketingov\u00e9 zdroje.<\/pre>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\"Bez anal\u00fdzy velk\u00fdch dat jsou firmy slep\u00e9 a hluch\u00e9 a bloud\u00ed po webu jako jeleni na d\u00e1lnici.\"<\/p>\n<cite>Geoffrey Moore<\/cite><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">Optimalizace provozn\u00ed efektivity - Kolik \u010dasu a pen\u011bz ztr\u00e1c\u00edte neefektivitou?<\/h2>\n\n\n\n<p>Neefektivita je neviditeln\u00e1 da\u0148, kterou plat\u00ed ka\u017ed\u00fd podnik, \u010dasto nev\u011bdomky. Pomoc\u00ed online pr\u016fzkum\u016f si m\u016f\u017eete na tuto temnou z\u00e1kout\u00ed posv\u00edtit a zeptat se sv\u00fdch zam\u011bstnanc\u016f, dodavatel\u016f, a dokonce i z\u00e1kazn\u00edk\u016f, kde vid\u00ed neefektivitu \u010dasu, pen\u011bz nebo zdroj\u016f. Z\u00edskan\u00e9 poznatky mohou b\u00fdt jako rozsv\u00edcen\u00ed sv\u011btla v temn\u00e9 m\u00edstnosti, kter\u00e9 osv\u011btl\u00ed oblast potenci\u00e1ln\u00edch \u00faspor a optimalizace. Jak uv\u00e1d\u00ed <a href=\"https:\/\/en.wikipedia.org\/wiki\/Peter_Drucker\">Peter Drucker<\/a> \u0159ekl: \"Efektivita je d\u011blat v\u011bci spr\u00e1vn\u011b, efektivita je d\u011blat spr\u00e1vn\u00e9 v\u011bci.\"<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Praktick\u00fd tip<\/h3>\n\n\n\n<pre class=\"wp-block-preformatted\">Pravideln\u011b prov\u00e1d\u011bjte pr\u016fzkum mezi sv\u00fdmi zam\u011bstnanci ohledn\u011b \u00fazk\u00fdch m\u00edst v provozu a oblastech, kter\u00e9 je t\u0159eba zlep\u0161it. Zp\u011btnou vazbu berte v\u00e1\u017en\u011b a postupujte podle n\u00ed, abyste zefektivnili svou \u010dinnost.<\/pre>\n\n\n\n<h2 class=\"wp-block-heading\">\u0158\u00edzen\u00ed rizik a p\u0159ipravenost na krizi<\/h2>\n\n\n\n<p>\u017divot je pln\u00fd p\u0159ekvapen\u00ed a v podnik\u00e1n\u00ed nejsou v\u0161echna p\u0159ekvapen\u00ed p\u0159\u00edjemn\u00e1. Efektivn\u00ed \u0159\u00edzen\u00ed rizik spo\u010d\u00edv\u00e1 v p\u0159edv\u00edd\u00e1n\u00ed mo\u017en\u00fdch kriz\u00ed a v p\u0159ipravenosti. Intern\u00ed online pr\u016fzkum v\u00e1m pom\u016f\u017ee posoudit, jak dob\u0159e v\u00e1\u0161 t\u00fdm rozum\u00ed protokol\u016fm pro p\u0159\u00edpad nouze, jak\u00e1 rizika p\u0159edv\u00edd\u00e1 a jak se c\u00edt\u00ed p\u0159ipraven. Pr\u016fzkum spole\u010dnosti Deloitte uk\u00e1zal, \u017ee 49% podnik\u016f vyu\u017e\u00edv\u00e1 pro \u0159\u00edzen\u00ed rizik anal\u00fdzy dat.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Praktick\u00fd tip<\/h3>\n\n\n\n<pre class=\"wp-block-preformatted\">Pomoc\u00ed pr\u016fzkum\u016f prove\u010fte anal\u00fdzu SWOT (siln\u00e9 str\u00e1nky, slab\u00e9 str\u00e1nky, p\u0159\u00edle\u017eitosti, hrozby) va\u0161\u00ed spole\u010dnosti z v\u00edce pohled\u016f: zam\u011bstnanc\u016f, veden\u00ed a dokonce i z\u00e1kazn\u00edk\u016f.<\/pre>\n\n\n\n<h2 class=\"wp-block-heading\">Konkuren\u010dn\u00ed v\u00fdhoda - \u010d\u00edm se li\u0161\u00edte od konkurence?<\/h2>\n\n\n\n<p>Na p\u0159esycen\u00e9m trhu se m\u016f\u017ee zd\u00e1t, \u017ee vyniknout je \u010dasto nep\u0159ekonateln\u00e1 v\u00fdzva. Ale co kdybyste p\u0159esn\u011b v\u011bd\u011bli, d\u00edky \u010demu si va\u0161i z\u00e1kazn\u00edci vybrali pr\u00e1v\u011b v\u00e1s a ne konkurenci? Online pr\u016fzkumy v\u00e1m tuto superschopnost poskytnou. D\u00edky hlubok\u00e9mu proniknut\u00ed do preferenc\u00ed z\u00e1kazn\u00edk\u016f m\u016f\u017eete p\u0159izp\u016fsobit svou jedine\u010dnou prodejn\u00ed nab\u00eddku (USP) tomu, co je pro va\u0161e publikum skute\u010dn\u011b d\u016fle\u017eit\u00e9.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Praktick\u00fd tip<\/h3>\n\n\n\n<pre class=\"wp-block-preformatted\">Pou\u017eijte v pr\u016fzkumu ot\u00e1zky pro porovn\u00e1n\u00ed s konkurenc\u00ed, abyste zjistili, v \u010dem konkurenci p\u0159ed\u010d\u00edte a v \u010dem naopak zaost\u00e1v\u00e1te.<\/pre>\n\n\n\n<h2 class=\"wp-block-heading\">Z\u00e1v\u011br<\/h2>\n\n\n\n<p>V t\u00e9to p\u0159\u00edru\u010dce jsme prozkoumali, jakou transforma\u010dn\u00ed s\u00edlu maj\u00ed online pr\u016fzkumy pro firmy - od pochopen\u00ed psychologie z\u00e1kazn\u00edk\u016f po optimalizaci provozn\u00ed efektivity a od \u0159\u00edzen\u00ed rizik po z\u00edsk\u00e1n\u00ed konkuren\u010dn\u00ed v\u00fdhody.<\/p>\n\n\n\n<p>Dal\u0161\u00ed velk\u00fd skok v \u00fasp\u011bchu va\u0161eho podnik\u00e1n\u00ed je vzd\u00e1len jen jeden pr\u016fzkum. Vyu\u017eijte tento den a za\u010dn\u011bte vytv\u00e1\u0159et pronikav\u00e9 strategie zalo\u017een\u00e9 na datech, kter\u00e9 va\u0161e podnik\u00e1n\u00ed posunou do \u00fasp\u011b\u0161n\u011bj\u0161\u00ed budoucnosti.<\/p>",
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        "rendered": "<p>\u00davod - P\u0159edstavte si, \u017ee dr\u017e\u00edte v ruce k\u0159i\u0161\u0165\u00e1lovou kouli, kter\u00e1 v\u00e1m odhal\u00ed budoucnost va\u0161eho podnik\u00e1n\u00ed Dob\u0159e proveden\u00fd online pr\u016fzkum je jako test DNA va\u0161eho podnik\u00e1n\u00ed - dostane se pod povrch a odhal\u00ed tajemstv\u00ed, kter\u00e1 mohou pozvednout v\u00e1\u0161 provoz, spokojenost z\u00e1kazn\u00edk\u016f a zisky do nov\u00fdch v\u00fd\u0161in. V tomto podrobn\u00e9m pr\u016fvodci prozkoum\u00e1me nevyu\u017eit\u00fd potenci\u00e1l online pr\u016fzkum\u016f a zjist\u00edme, jak\u00e9 jsou jejich [...]<\/p>",
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