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　 全球品牌網(wǎng) 　 ?李曉林 ??　兵馬未動(dòng)，探馬先行。市場營銷的第一步就是市場調(diào)查。然而市場調(diào)查常常讓做策劃，做營銷，做銷售，做廣告的老大們大傷腦筋。若請專業(yè)的調(diào)研公司做，需花去大量本來就緊張的預(yù)算且還拿不準(zhǔn)其調(diào)研結(jié)果的準(zhǔn)確性。若自己做又總覺得力不從心且擔(dān)心做的不專業(yè)和得不到真正有價(jià)值的信息和數(shù)據(jù)，費(fèi)力不討好?！　∥覀冊诙嗄甑臓I銷策劃實(shí)踐中，逐步積累并實(shí)踐出一套簡單有效的市場調(diào)查方法，在此與大家分享：　　一、抓住兩個(gè)接觸點(diǎn)　　1、產(chǎn)品接觸點(diǎn)。就是指從產(chǎn)品到使用者的整個(gè)流程中產(chǎn)品接觸到的每一個(gè)點(diǎn)和每一個(gè)環(huán)節(jié)。我們說的調(diào)查是以產(chǎn)品為視角，跟隨其產(chǎn)品從運(yùn)動(dòng)到消費(fèi)者手中的這段過程，去了解其每一個(gè)接觸點(diǎn)上發(fā)生了什么，有什么問題，有什么特點(diǎn)和有什么啟示；　　2、消費(fèi)者接觸點(diǎn)。就是指消費(fèi)者從產(chǎn)生需求到使用產(chǎn)品的過程中，消費(fèi)者接觸到的每一個(gè)點(diǎn)和每一個(gè)環(huán)節(jié)。我們說的調(diào)查是以消費(fèi)者為視角，追蹤消費(fèi)者從需求到使用之間的過程，去觀察，去傾聽，去體驗(yàn)，去了解這個(gè)過程中到底發(fā)生了什么，有什么問題以及有什么特點(diǎn)，有什么啟示?！　《?、積極運(yùn)用五大調(diào)查工具　　1、眼睛——深入觀察；　　2、耳朵——虛心傾聽；　　3、手：——去觸摸；　　4、鼻：——去嗅；　　5、口：——去嘗?！　【唧w調(diào)查方法：　　1、內(nèi)部訪問　　內(nèi)部訪問是為了進(jìn)行市場調(diào)查的第一步，為后面進(jìn)行更深入全面的洞察市場鋪墊了主要基礎(chǔ)信息。企業(yè)中與營銷相關(guān)各個(gè)環(huán)節(jié)中的人，他們的腦袋里都裝滿了你需要的信息和數(shù)據(jù)，因此你需要深入企業(yè)，去找他們問個(gè)究竟?！　∧悴环两o企業(yè)開個(gè)名單，從老板到員工（銷售人員為主），選擇從產(chǎn)品到消費(fèi)者的市場營銷運(yùn)動(dòng)過程中所有相關(guān)環(huán)節(jié)的關(guān)鍵代表，讓他們一個(gè)一個(gè)地接受你的單獨(dú)訪問?；旧希淮卧L問的對象限定一人，最好安排在一間單獨(dú)的房間里進(jìn)行，這樣有利于訪問對象發(fā)言時(shí)無所顧忌，不受他人影響。因此，又可戲稱之為“審問”，因?yàn)檫@種一對一的訪問過程恰似審問，需要運(yùn)用各種技巧刨根問底，挖掘出有價(jià)值的信息?！　≡谠L問的過程中，你須隨機(jī)應(yīng)變，靈活地提問，同時(shí)你須順著對象回答中的某個(gè)線索刨根問底，有時(shí)還要運(yùn)用語言技巧提醒和激發(fā)他，這樣你才能獲取更深入的信息?！　≡谠L問過程中，你需要快速地做筆記，有條件可以準(zhǔn)備一支錄音筆，但錄音筆不能完全代替筆記，只能作為筆記的補(bǔ)充。當(dāng)一個(gè)訪問結(jié)束后，你需要給自己一些時(shí)間對筆記進(jìn)行整理，整理出比較清晰和有條理的文字，最好能將它輸入電腦并進(jìn)行整理?！　?、外部洞察：　　從產(chǎn)品到消費(fèi)者，其運(yùn)動(dòng)過程中涉及到許多企業(yè)外的人和單位，所謂旁觀者清，這些外人往往掌握著大量的企業(yè)內(nèi)部人員所不知道的信息。這些信息對企業(yè)的市場戰(zhàn)略決策又具有不可替代的價(jià)值。因此，你需要沿著企業(yè)產(chǎn)品的足跡，深入市場，走訪正在與產(chǎn)品打交道的人們，去傾聽，去觀察。訪問對象是：各級(jí)經(jīng)銷商、零售商以及奮戰(zhàn)在一線的促銷人員、終端現(xiàn)場正在選購?fù)惿唐返南M(fèi)者，有些產(chǎn)品還要從原材料供應(yīng)商那里開始你的訪問?！　¤b于在企業(yè)外部的客觀條件，訪問方法與內(nèi)部訪問會(huì)有些區(qū)別，但若有條件，要盡可能爭取以“一對一”單獨(dú)訪問的方式進(jìn)行。如果不能，也須隨機(jī)應(yīng)變，根據(jù)環(huán)境和對象情況靈活地提問，特別是現(xiàn)場的消費(fèi)者接受訪問的時(shí)間不會(huì)太長，因此你更需要耐心，多接觸一些消費(fèi)者，提問最好在幫助他（她）提供產(chǎn)品說明和選購決策中，穿插進(jìn)行。有條件的話，盡可能使用錄音筆，并且在一段訪問結(jié)束之后，要立即根據(jù)回憶記下你采訪到的信息要點(diǎn)?！　〔稍L中不僅僅要用耳朵傾聽，還要用眼睛積極觀察，如觀察包裝、觀察陳列，觀察促銷員的工作，觀察整個(gè)賣場，觀察市場整體環(huán)境，觀察這個(gè)地方的人、氣候、地理、人文、民俗和語言等。如果有條件的話，最好帶上相機(jī)適當(dāng)拍些照片，并盡可能收集同類產(chǎn)品的包裝和廣告宣傳品。最好能頂替賣場的促銷員，用一兩天時(shí)間向消費(fèi)者銷售產(chǎn)品，這樣就能收獲到市場第一手的體驗(yàn)?！　∵@時(shí)候相信你對企業(yè)在市場中的主要情況：銷售內(nèi)容（不僅指商品，也包括商品價(jià)值），目標(biāo)人群，銷售渠道，競爭狀況，銷售方法，促銷方式及傳播手段等，已經(jīng)基本上清楚了，對企業(yè)的優(yōu)勢和弱點(diǎn)也有了一個(gè)基本的輪廓。這就為你下一步更深入、更有目的之調(diào)查活動(dòng)作好了基本的鋪墊。同時(shí)，在這兩步調(diào)查中所獲取的資料，也為最終的企業(yè)營銷決策準(zhǔn)備了基礎(chǔ)的資料。"}