Marknadsundersökningar ett bra recept mot galenskap

Albert Einstein efterlämnade sig mer visdom än att ha delat med sig av relativitetsteorin till resten av mänskligheten. Bland annat kläckte han ur sig det ikoniska citatet om vad han definierade som galenskap. 

Han menade att den som upprepande försöker sig på att göra samma sak om och om igen, och gång efter annan förvänta sig ett nytt resultat, per definition är galen. En vansinnig metod med andra ord, och någonting som man kan ta med sig in i näringslivet.  

Ett företag kommer till exempel aldrig att utvecklas om de inte frågar och undersöker sina kunder om vad de tycker om. Eller kanske ännu viktigare – vad de inte tycker om. När en produkt eller tjänst börjar sälja dåligt och man märker att kunden väljer någon annans produkt, då måste man ta reda på varför. Man måste inse att man behöver förändras. Stå och stampa på samma ställe är, som Einstein sade, galenskap.  

 

 

Undersökningar som ger svar

Samtidigt kommer du nog inte komma på själv vad som är problemet. Det är därför många företag samlar in marknadsundersökningar för att ta reda på vad deras kunder egentligen tycker – och framför allt vad de önskar skulle förbättras. 

Enkäter är till exempel ett vanligt sätt att undersöka opinion och samla in information på. Ibland delas de ut fysiskt i butiker eller på kollektivtrafiken och du får du ägna en liten stund med att anonymt svara på några frågor. 

Marknadsundersökningar bedrivs ofta också på telefon. Det finns företag som specifikt arbetar med att ringa runt till slumpmässiga kunder och utföra enkätundersökningarna via luren. De tar in beställningar från andra företag och jobbar sedan ofta i callcenter där de ringer runt och frågar och samlar in svar på sådant som företagen vill veta. För företagen vill utvecklas. De vill inte stå kvar på samma ruta och stampa i sin egen galenskap. 

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