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  • Consumer & Shopper

    消費者購物行為的改變

    The evolution of shopper behavior

    品牌必須在重要的時刻與消費者建立關係。Brands need to connect with shoppers in the moments that matter most.

    26 December 2018
  • Consumer & Shopper

    在數位浪潮下，品牌如何重新贏回消費者的心?

    近年來電子商務的快速崛起造成對實體通路業者之巨幅衝擊。從經濟部統計處最新公布的經濟情勢顯示，各個國家透過網路購物占零售業營業額之比重逐年升高。因受惠於網路環境佳與高普及之智慧型手機，增加了線上購物的方便性，也使得台灣電商市場的銷售金額越來越高。The rise of e-commerce has caused many physical channel operators to suffer in recent years. According to the latest economic trend released by the Department of Statistics, Ministry of Economic Affairs, share of e-commerce sales in total retail industry has increased year over year worldwide. Taiwanese e-commerce retailers are booming with continued revenue, benefiting from the mature Internet environment, massive smartphone usage, and the convenience of online shopping.

    28 September 2018
  • Consumer & Shopper
    科技如何改變零售業的規則：對話式商務、即時訊息、聊天機器人

    科技如何改變零售業的規則：對話式商務、即時訊息、聊天機器人

    即時訊息替零售業者（或品牌）與它們的消費者開啟了新的溝通管道。根據Facebook，在美妝零售業者Sephora開始透過Messenger提供預約服務後，它的店內美容預約成長11%。而Whole Foods是另一個快速跟上Messenger使用潮流的零售業者。去年夏天它發行了食譜聊天機器人，消費者只要在Facebook Messenger輸入食材或料理類型，就能夠得到主廚機器人的建議，讓消費者隨時隨地都能輕易發掘食譜。
    Chat is opening up new channels of communication between retailers (or brands) and their customers. According to Facebook, after Sephora, the beauty products retailer, launched its appointment schedule service via Messenger, its in-store makeover bookings increased by 11%. Whole Foods was another retailer quick to pick up on the use of Messenger. In summer last year, it launched a recipe chatbot, where shoppers could get recommendations from a robot chef through Facebook Messenger, by texting ingredients or cuisine type, to inspire shoppers anywhere, anytime and make recipe-discovery easy.

    12 February 2018
    Retail
  • Consumer & Shopper
    行為經濟學 大腦對於負面訊息的偏好

    行為經濟學 大腦對於負面訊息的偏好

    傳統經濟理論認為人是理性的，在做決定的時候，會追求利益最大化。我們也必須含蓄地承認，當我們在做研究的時候，常常僅著墨於我們想了解的好處。更具體地說，我們常常只使用措辭正面的屬性選項（例如：是一個值得我信任的品牌、有效地清除污垢、提供良好的客戶服務）來回答大部分的問題，而常常不衡量負面屬性選項（例如：我不相信這個品牌、不夠有效地清潔汙垢）。而這樣的情況常發生在品牌權益研究、概念測試、產品測試、消費者研究等。

    19 January 2018
  • Consumer & Shopper
    如何推動消費者在線上對話？

    如何推動消費者在線上對話？

    世界在不斷變化；現在有一群新的汽車消費者——千禧一代，他們占新車銷量的百分之二十八，其購物方式與之前的各代人截然不同。他們當中95%的人在網上購買汽車，63%的人至少造訪兩家經銷商店面，他們平均每天使用社群媒體43次。緊隨其後的是Z世代，他們上網的時間更多。

     19 January 2018
  • Consumer & Shopper
    框架在產品概念測試中的重要性？

    框架在產品概念測試中的重要性？

    行為經濟學是一個快速成長並且令人興奮的研究領域，它是利用心理、社會、認知和情感等因素，來研究我們的決策過程，而這對社會、機構、企業乃至我們的個人生活上都有諸多意義。
    將行為經濟學融入產品概念測試，能夠更真實地反映出消費者在現實世界中作出決策的方式，因此有助於我們在選擇最有潛力的產品時，作出最好的決定。

    19 January 2018
  • Consumer & Shopper
    實現及突破非快速消費品市場的六大行為科學原理

    實現及突破非快速消費品市場的六大行為科學原理

    行為經濟學（透過心理學的不同流派了解及預測經濟行為的科學）強調許多行為背後都有其原理，心理學家或者行為經濟學家通常研究人們在作出決定或選擇之前，各種選擇、印象和偏好的形成過程，且在許多情況下，這些行為都是自發的、不一定是完全透過深思熟慮的結果。

    18 January 2018
  • Consumer & Shopper

    以行動裝置進行調查的四大迷思

    為了揭發真相，益普索在過去六個月完成了一個三階段的跨國研究，來鑑別一般市場研究人員對於透過行動裝置進行調查所常見的四個迷思。

     18 January 2018
  • Consumer & Shopper
    零售商40年成長回顧及未來趨勢

    零售商40年成長回顧及未來趨勢

    益普索在市場研究及消費者洞察的專業已經是全球知名領先者，在過去四十多年來益普索也伴隨著消費者及品牌們一起經歷零售業的改變及成長。在這邊我們將分享過去四十年來所觀察到零售商的變化，以及未來的發展趨勢。We are known throughout the world for being a leader on market research and customer insight. To celebrate our 40 years in the industry, this four-part blog series looks at how the retail landscape has changed – and what the future has in store.

    16 January 2018
  • Consumer & Shopper
    N064_MKT_Stay-at-Home Economy

    一股不可忽視的經濟模式： 宅經濟商機（Stay-at-Home Economy）

    一股不可忽視的經濟模式：宅經濟商機。
    越來越成熟的雲端技術，不僅形成新的購物行為，也影響了人們舊有的工作模式。在家工作即是很明顯的例子，現今人們在家中也能輕易創業。隨著「宅經濟」的興起，企業需針對新的改變做出因應，至於該如何調整出適當的行銷策略，行於前端的市場研究扮演著相當關鍵的角色。以下我們將探討，在不同的「宅經濟」環境下，該如何應用不同的市場調查，協助企業調整策略。Internet technologies have not only formed the online shopping behavior, but also changed the way people do their work. “Working at home” is a good example of the impact of the Internet.
    Moreover, companies need to respond to the consumer behavioral change resulting from the stay-at-home economy. The front-line market research plays an important role here. We purpose 4 key observations, to help companies adjust their strategies under the trend of stay-at-home economy.

     2 January 2018

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