Nghin cu th trng - Khm ph nhu cu, mong mun v

nguyn vng ca khch hng

t rt lu cng vic ny chng minh cho ti thy rng vic nghin cu th trng ch nhm
mt mc ch: tm hiu nhu cu, nguyn vng, mong mun hay s khao kht ca khch hng v
s l cha kho m ra mt th trng y tim nng khc.

y l mt mc tiu ng phn u nhng li rt kh nm bt.

28-12-2005, mt s bo ca tp san Wall street cng b mt bi bo vi tiu N
l thng hiu mc tiu, tht ngu ngc ng tc gi bi Clayton Christensen ca
trng kinh doanh Harvard, vi trc gic ca ch tch Scott Cook v Taddy Hall, gim
c k hoch ca t chc nghin cu qung co. Bi bo ny lin quan n vn gy
nhiu tranh ci trong gii kinh doanh l nh kinh doanh s tiu th c nhiu hng
hn nu h ch n nhn hng ho t vic hiu r ngh nghip ca khch hng l
g, h cn g to ra nhng sn phm c th p ng c nhng nhu cu c trng
ca h.

Nhng tc gi cn nhn nh thm: Khi con ngi chn cho mnh mt cng vic no
, nht nh h s phi mua hng ho ph hp vi cng vic ca h. Cc tc gi bi
bo cn tuyn b rng h phi tng cng to ra nhng mt hng gy c s ch
hay mt hng m khch hng c th kt hp vi cng vic m h ang lm.

Nhng vn cn mt vn : Lm th no chng ta khm ph ra c khch hng cn
g, mun g hoc khao kht rng s to ra mt nhn hiu c uy tn?.

Theo cun sch ca ti, ti vit khch hng mua nhng mt hng m h cn, nh mua
mt hng hiu Chevy vi gi khng t, n gin i. H mua hng bi v h mong
mun c c n nh BMW bi v nh c n m vic k khai ti sn tr nn d dng
hn. H mua nhng mt hng m h mong mun c c nh Porsche bi v n l
biu tng ca s hon m. H mua nhng mt hng m h lun khao kht hng ti
nh PT Cruiser bi v n a h tr li thi nin thiu ca mnh.

Bng s tm hiu kho lo s ng nht ca h v nhu cu, nguyn vng, mong mun
v s khao kht , tt c ng c ca Chevy, BMW, Porsche v PTCruise u tr
thnh nhng thng hiu mc tiu.

Thc cht chng ta cn sng to ra nhng thng hiu mc tiu. Nhng mt khc ca
vn - mt v cng kh khn l xc nh r rng rng mt nhn hiu phi m bo
tnh duy nht v khch hng hon ton tin tng khi s dng n.

Nn kinh t ca chng ta ngy cng tinh vi v c s cnh tranh cao. Chng ta c nhiu
la chn p ng c nhiu hn nhng nhu cu, mong mun thit yu ca khch
hng. Chng ta cp n vn m cc nh nghin cu cha tit l, khai thc
nhng th c th s l mt nhu cu ln nhm mc ch duy tr s cnh tranh v
cng khng ch nhm khng nh mc tiu to dng thng hiu c nht.

Nu nh hn 90% tng sn phm khng th bn c th nhng nh nghin cu th
trng phi chu trch nhim. Nhng sn phm tip tc c nhng du hiu ging
nhau v khng c s phn bit r rng v nhng chin thut dng nghin cu th
trng thng thng l nhng iu qu c. Rt nhiu nh nghin cu tht bi
trong vic a ra nhng bin php mi v cc phng thc xc nh hiu qu
nhng mong mun v nhu cu ln nht ca khch hng. Nhng yu t ny rt quan
trng xc nh mc ch m thng hiu ny s phc v.

Sau y l mt vi v d:

- S khc bit gia Home Deport v Lowes khi ni n mc tiu v thng hiu ca
hai hng ny l g?

- Stanpler v Offceepot v OffceMax th sao?

- V t th sao khi so snh nh sn xut Genral Motors vi mt sn phm c sn
xut bi Ford?

- Hy suy xt n AllState v State Farm hay CityBank v Chase.

- Hy quan st Coke v Pepsi hay Bud vi Mile.

Trong khi nhng nh sn xut c th d dng a ra tranh lun rng thng hiu ca
h u c mt mc ch th cng vic m h lm cho khch hng c v nh khng th
phn bit c. Ti khng th ch ra s khc nhau no v nhng mun, c m, nhu
cu m h i hi nh l ca ring h v nhng th c th phn bit nhng thng
hiu thnh ci gi l thng hiu c tnh mc ch. Bn c th khng?

n gin l cc nh nghin cu s dng k thut ging nhau t 20 nm trc v h
lun cho rng chng vn cn thch hp vi th trng y bin ng v phc tp ngy
nay. vic nghin cu k thut tip th tr thnh mt phng tin hu dng trong
hin ti th sng to v i mi l cn thit hn bao gi ht. Tht ng bun khi c qu
t nh nghin cu c gng tin hnh cc cuc th nghim vi do phi i mt vi nhiu
ri ro. Th nhng vn cn rt nhiu m hnh ha hn c th tm ra nhng nhu cu v
c mun ca khch hng v to iu kin gip cc thng hiu xc nh c
mc tiu r rng.

Ngy nay, rt nhiu m hnh nghin cu mi c a vo th nghim v cc nghin
cu c trin vng ang chim nhiu u th hn cc phng thc truyn thng. Vn
nm ch chng ta tht s khng bit c nhng thng hiu no c th p ng
c cng vic ca khch hng nu c tin hnh nghin cu thng qua cc phng
thc li thi ny.

Hy ngh v mt nhm tp trung han ton trong 2 gi. Bui hp c xem l mt
trng thi ngh thut. ngi trung gian a ra cc cu hi v cc vn bn c c
nhng phn ng nhanh nht. Cui cng, sau khi ngi trung gian tm hiu v nhng k
thut c v nh khng pht huy tc dng na th nhng nh sn xut tip nhn thng
tin trong 2 gi (4h-6h hoc 8h khi nhiu nhm tin hnh). Thng thng, h ngh rng
h hc c mt ci g .

Hu ht h u c s hiu bit sai lm ging nhau v nhn hiu v sn phm ca
mnh, tnh cnh tranh xen vo nhng nghin cu nhm tp trung ca h. Khng h
bn khon g khi m rt nhiu thng hiu trng u ging nhau. H u ang bn mt
khu sng.

Vn thng nm ch nhng iu m khch hng ni nhm tp trung v nhng
iu h lm khc nhau v cc cng trnh nghin cu vn cha pht huy c tc
dng khi phi nghin cu thi v hnh vi giao nhau nh th no to ra nhng c
hi pht trin mc tiu r rng. Ti c th tranh lun rng cho ti khi nh qun l to
iu kin v thi gian v tin bc pht trin cc phng thc mi c th hiu
c s chia r ny (v nhng ngi nghin cu ang i hi nhng h tr v mt
qun l c th lm nh vy). Chng ta vn cn c mt chng ng di c th
t c mc ch ca thng hiu.

Bi th phi lm g? , s c s hiu bit su sc hn, nhiu thng tin chi tit hn nu
nh s phn hi ca nhm tp trung tr li phin hp th hai hoc th 3? Liu nhiu
nhu cu, mong mun, c vng c xut hin nu nh khch hng c nhiu thi gian
hn ngh v thng hiu ca chng ta v cng vic m h c th lm? Liu s kt
hp trong cch gi nh li khch hng v quan st h ti nh hay c quan c th
mang li nhng tin b vt bc trong t duy v thng hiu? Liu khi nim cng c
thc ngi tiu dng v sn phm v thng hiu h dng c gip chng ta thc
hin cng vic m chng ta v thng hiu ca mnh phi lm gip cuc sng ca
khch hng d dng hn, ti ngh vy.

Cch m nhng cng trnh nghin cu c tin hnh phn nh c thi t pht
ca ngi tiu dng trong khi iu ny c th rt cn thit vi nhiu cng trnh nghin
cu th vn rt him trng hp thu thp thi t pht ca khch hng, c th mang
li v tr v thng hiu ni bt. Bi vy d bn c tin g v cng trnh th trng bit
rng khng c nhng cng thc mi c th tm hiu su hn v cho php c th
thoi mi trong s quen thuc do khi nim v tr to ra.

Nhu cu, c mun v kht vng . Chng ta l mt phn v l kha cnh khng bao
gm cc nhim v m thng hiu ca chng ta c th hon thnh duy nht. Ch cn
ni rng mt cm t nh (v mc tiu thng hiu) l mt cm t qu n gin
ho mt vn rt phc tp.