{"id":51106,"date":"2017-11-14T02:00:56","date_gmt":"2017-11-14T10:00:56","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=51106"},"modified":"2023-02-18T02:19:30","modified_gmt":"2023-02-18T02:19:30","slug":"economia-del-comportamiento-entrevista-florian-bauer","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/es\/economia-del-comportamiento-entrevista-florian-bauer\/","title":{"rendered":"Econom\u00eda del comportamiento, entrevista con Florian Bauer de Vocatus"},"content":{"rendered":"

\u00bfTe imaginas tener la posibilidad de predecir e influir en las decisiones de tus clientes? Florian Bauer nos da la respuesta en esta agradable entrevista para QuestionPro. Bauer, miembro de la Junta Directiva de la consultora alemana Vocatus, recientemente particip\u00f3 en las <\/span>actividades de <\/span>Ideas AMAI 2017<\/span><\/a> compartiendo sus opiniones sobre la Econom\u00eda del comportamiento.<\/span><\/p>\n

En su charla coment\u00f3 que toda empresa quiere influir en las decisiones del mercado, creemos que los consumidores deciden racionalmente pero por lo regular no es as\u00ed. <\/span><\/p>\n

\u00bfPor qu\u00e9 nuestros clientes compran y c\u00f3mo compran? Sin duda es importante crear estrategias espec\u00edficas para comercializar nuestros productos, de acuerdo a cada tipo de cliente. Cada nivel tiene un comportamiento distinto y por lo mismo deber\u00eda de ser atacado con una estrategia distinta.<\/span><\/p>\n

En el blog que QuestionPro ya hemos tocado anteriormente este tema, si estas interesado puedes leer<\/span>:<\/span> Las emociones, un indicador del comportamiento del consumidor<\/span><\/a><\/p>\n

Econom\u00eda del comportamiento para entender al consumidor<\/span><\/h2>\n

La econom\u00eda del comportamiento nos invita a evolucionar nuestros m\u00e9todos de investigaci\u00f3n, a entender c\u00f3mo se comportan las personas para influir en su conducta y sus decisiones. Para hablar de estos y otros temas entrevistamos a Florian Bauer, y aqu\u00ed les compartimos sus respuestas:<\/span><\/p>\n

Sabemos que eres un experto en precios. \u00bfC\u00f3mo percibes la industria de investigaci\u00f3n de precios aqu\u00ed en LATAM? \u00bfCrees que hay mercado suficiente para las agencias como la tuya, que podr\u00edan especializarse en este tema?<\/b><\/p>\n

\u00a1Por supuesto! Aunque la comunidad de fijaci\u00f3n de precios muchas veces es bastante diferente a la comunidad de <\/span>investigaci\u00f3n de mercados<\/span><\/a>. Por lo tanto, establecer una compa\u00f1\u00eda consultora en esta \u00e1rea implica ir un poco m\u00e1s all\u00e1 de la investigaci\u00f3n de mercado cl\u00e1sica. <\/span><\/p>\n

Este cambio nos llev\u00f3 varios a\u00f1os hasta que fuimos reconocidos por nuestra especializaci\u00f3n en la fijaci\u00f3n estrat\u00e9gica de precios.<\/span><\/p>\n

\"Florian<\/p>\n

\u00bfPodr\u00edas contarnos un poco sobre c\u00f3mo tu equipo utiliza la investigaci\u00f3n de mercados cuando trabajan en un proyecto de fijaci\u00f3n de precios?<\/b><\/p>\n

Siempre trabajamos emp\u00edricamente. Esto es algo que nos diferenc\u00eda mucho de otros competidores en este segmento. Y vamos y utilizamos m\u00e1s all\u00e1 de las herramientas cl\u00e1sicas siguiendo nuestro marco de Behavioral Pricing. <\/span><\/p>\n

La parte de investigaci\u00f3n de mercados de nuestro proyecto normalmente comienza internamente con entrevistas con todos los interesados relevantes en la empresa, posteriormente, nos centramos m\u00e1s en el cliente y, finalmente, bas\u00e1ndonos en ambos, desarrollamos una recomendaci\u00f3n estrat\u00e9gica de c\u00f3mo la estrategia de fijaci\u00f3n de precios y la ejecuci\u00f3n de precios deben ser similares. <\/span><\/p>\n

La parte emp\u00edrica representa el 30-50% del proyecto. El resto es trabajo de consultor\u00eda cl\u00e1sico. <\/span><\/p>\n

Ahora bien, sabemos que Vocatus tambi\u00e9n se especializa en la <\/b>satisfacci\u00f3n al cliente<\/b><\/a>. <\/b>\u00bfQu\u00e9 consejo le puedes dar a las personas que est\u00e1n empezando a enfocarse en la lealtad y retenci\u00f3n de los clientes? \u00bfPor d\u00f3nde deber\u00edan empezar?<\/b><\/p>\n

La satisfacci\u00f3n y la lealtad es un \u00e1rea densamente poblada. Hay una multitud de herramientas disponibles aunque desafortunadamente, las herramientas m\u00e1s populares muchas veces no son las mejores, pero es dif\u00edcil argumentar sobre esto una vez que se ha establecido una m\u00e9trica en una compa\u00f1\u00eda. <\/span><\/p>\n

Necesitas ir m\u00e1s all\u00e1 de la medici\u00f3n, necesitas convertirte en un compa\u00f1ero para tu cliente. Tienes que salir de la investigaci\u00f3n y empezar a ensuciarte las manos implementando recomendaciones. Si es necesario, utiliza un dise\u00f1o experimental para demostrar la calidad de tu consejo. Esto te dar\u00e1 una propuesta de venta mucho mejor que cualquier giro metodol\u00f3gico que se te pueda ocurrir. <\/span><\/p>\n

En el evento \u201cIdeas AMAI\u201d hablaste sobre la importancia de la econom\u00eda del comportamiento (behavioral economics), \u00bfc\u00f3mo ves el desarrollo de este tema aqu\u00ed en LATAM y en M\u00e9xico?<\/b><\/p>\n

A nivel mundial, se habla mucho sobre la econom\u00eda del comportamiento pero se hace muy poco sobre el tema. Hemos llevado a cabo algunos de nuestros proyectos m\u00e1s fascinantes en Chile, Brasil y M\u00e9xico. No se trata sobre en qu\u00e9 continente te encuentres, sino de encontrar al cliente correcto que est\u00e9 dispuesto y sea capaz de desafiar algunas creencias. <\/span><\/p>\n

El principal factor de \u00e9xito para implementar la econom\u00eda del comportamiento es la disposici\u00f3n a probar cosas nuevas. Por lo tanto, tener \u00e9xito en esta \u00e1rea es cuesti\u00f3n de las personas, no de un pa\u00eds o continente. <\/span><\/p>\n

Conocemos tu trayecto desde hace varios a\u00f1os, \u00bfcu\u00e1l podr\u00edas decir que es la clave para tener una empresa exitosa dentro de la industria de Investigaci\u00f3n de Mercados?<\/b><\/p>\n

No intentar vender m\u00e9todos y herramientas, sino respuestas e implementaci\u00f3n. No esconderse detr\u00e1s de los n\u00fameros. Ser audaz, dar consejos claros y luchar para que se implementen. Desafiar los enfoques cl\u00e1sicos, desafiar a los compa\u00f1eros y, a veces, retar a los clientes a probar cosas nuevas. <\/span><\/p>\n

Muchas gracias a <\/span>Florian Bauer<\/span><\/a>  por concedernos esta entrevista. Para la audiencia que sigue a Florian en otros pa\u00edses, y que est\u00e1 interesada en el tema de econom\u00eda del comportamiento, les compartimos la entrevista que nos concedi\u00f3 en ingl\u00e9s.<\/span><\/p>\n

Quiz\u00e1 te interese leer tambi\u00e9n una entrevista con Ray Poynter<\/a>, c\u00f3mo la econom\u00eda podr\u00eda afectar a la industria de la investigaci\u00f3n de mercado.<\/p><\/blockquote>\n

 <\/p>\n

\"Florian<\/p>\n

1.- We know that you are a pricing expert. How do you perceive the industry of pricing research here in LATAM? Do you think there\u2019s plenty of room for agencies like yours that could specialize on it?<\/strong><\/p>\n

Absolutely! Although, the pricing community is often quite distinct from the market <\/span>research community. So, establishing a consulting company in that area implies to <\/span>move quite a bit beyond classic market research. This change took us several years <\/span>until we were recognized as a relevant and specialized partner in strategic pricing.<\/span><\/p>\n

2.- Would you tell us a little bit of how you guys use market research when working on a pricing project?<\/strong><\/p>\n

We always work empirically. This is a major difference to other competitors in that <\/span>segment. And we go beyond the classic tools following our Behavioral Pricing <\/span>framework. <\/span><\/p>\n

The MR part in our project normally starts internally with interviews with all <\/span>relevant stakeholders in the company, in a later stage, we naturally take a closer look at <\/span>the customer and finally, on the basis of both, we develop a strategic recommendation <\/span>as to how the pricing strategy and pricing execution should look like. <\/span>The empirical part account for 30-50% of the project. The rest is classic consulting project work.<\/span><\/p>\n

3.- Now, we know that Vocatus also specializes on customer satisfaction.<\/strong><\/p>\n

What advice could you give to the people who are starting to focus in customer loyalty <\/span>and costumer retention just now? From where should they start?<\/span><\/p>\n

Satisfaction and loyalty is a quite densely populated area. There are a multitude of tools <\/span>out there. Unfortunately, the most prominent tools are often by far not the best, but is is <\/span>hard to argue n that level once a metric is established in a company. If you want to <\/span>succeed in this area, a strong USP is again a solid consulting skillset. You need to <\/span>move beyond measuring. <\/span><\/p>\n

You need to become a sparring partner for your client. You need to go out of the research ivory tower and start to get your hands dirty implementing recommendations. If necessary use an experimental design to prove the quality of your advice. This will give you an USP far beyond any methodological twist you might be able to come up with.<\/span><\/p>\n

4.- In the event \u201cIdeas AMAI\u201d you talked about the importance on behavioral economics, how do you see the development of this subject here in LATAM and Mexico?<\/strong><\/p>\n

Globally, BE is talked a lot about, but far less is actually done. We have carried out <\/span>some of our most fascinating BE projects in Chile, Mexico and Brazil. It is less the <\/span>question of on which continent you are but much more of finding the right client who is <\/span>willing and able to challenge some beliefs. <\/span><\/p>\n

The main success factor for implementing BE is the willingness to try out new things. BE is much more change management than anything else. So, having success in this area is a people, not a country or continent issue.<\/span><\/p>\n

5.- We have known your journey from a few years now because of your great success, what could you say it\u2019s the key of having a successful company in the Market Research Industry?<\/strong><\/p>\n

Do not try to sell methods and tools but answers and implementation! Don\u2019t hide beyond numbers. Be bold and give clear advice and fight for its implementation! Challenge classic approaches, challenge your colleagues and sometimes challenge your clients to try new things.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

\u00bfTe imaginas tener la posibilidad de predecir e influir en las decisiones de tus clientes? 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