從意義非凡的決策到漸進式決策
在等待專案為品牌增長作決策的過程當中，常常錯過了許多市場會對其業績產生影響的變化和改進的機會。在接下來的文中，我們將介紹一種替代的漸進方式，藉此讓我們與客戶能夠作出跟上這個世界快速的變化腳步的決策。 Incremental versus Monumental Decision-Making Sometimes, in waiting for a monumental strategic decision to grow its brand, the company missed many opportunities for small incremental changes and improvements that could have had a real impact on the business results. In this article, we will describe an alternative incremental approach to decision-making that keeps up with the pace of business in today’s rapidly and fundamentally changing world.
你是否已經陷入這樣的情況？
一位居家護理品類的資深研究總監描述了他最近執行一項消費者使用研究時所遇到的挫折。這項研究於一年多前於5個國家開始舉辦質化座談會，接著利用此次質化調查結果制訂一份90分鐘長的量化問卷及一份詳細的家庭日記。經過了幾次試訪（pilot）及反覆翻譯後，量化階段終於在五個月後得以執行，並在兩個月內結束資料蒐集。三個月後分析報告完成後，這位總監嘗試安排分析結果簡報，不過在整個專案執行的過程中，市場上出現了一個具有破壞性的競爭產品，而消費者行為也已有所不同，因此，想當然耳，此時已經沒有一個利益相關者有興趣出席簡報了。
Have you found yourself caught in this situation? A senior Insights Director in the home care category recently described his frustrations with a global usage and habits study he worked on. This particular study kicked off twelve months earlier with in-depth qualitative focus groups in five countries. The results were analyzed to define a 90-minute quantitative questionnaire and a detailed in-home diary. After several pilots, translations and back-translations, the quantitative phase finally got in the field nearly five months after the kick- off. Two months after the start of the quantitative phase, the fieldwork was done. Three months later, with analysis complete, the Insights Director was now trying to schedule a learnings presentation with the key stakeholders. At this point, the market had fundamentally changed as a result of a disruptive competitive new product launch and, as a result, consumer behavior changed as well.