{"id":82303,"date":"2019-11-26T02:00:09","date_gmt":"2019-11-26T10:00:09","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=82303"},"modified":"2023-02-25T01:12:16","modified_gmt":"2023-02-25T01:12:16","slug":"que-es-un-shopper-insight","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/es\/que-es-un-shopper-insight\/","title":{"rendered":"\u00bfQu\u00e9 es un shopper insight?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">En este art\u00edculo te hablaremos de qu\u00e9 es un <\/span><b>shopper insight<\/b><span style=\"font-weight: 400;\"> y c\u00f3mo el conocer a tus consumidores te ayudar\u00e1 a crear la estrategia de marketing adecuada para tu negocio.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Conocer el proceso de compra de tus clientes es muy importante, ya que de ah\u00ed obtendr\u00e1s importantes descubrimientos que te ayudar\u00e1n al crecimiento de tu negocio.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">\u00bfQu\u00e9 es un shopper insight?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Un shopper insight es una rama del <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/es\/shopper-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">shopper marketing<\/span><\/a><span style=\"font-weight: 400;\"> que te ayuda a impulsar una estrategia en el mercado a trav\u00e9s del an\u00e1lisis a profundidad del comportamiento, h\u00e1bitos, percepciones y experiencia de los compradores dentro de la tienda y cerca de ella.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En general, un shopper insight es un elemento de toda la estrategia de marketing de una marca, es importante que la empresa entienda e interprete el contexto de todos los factores que pueden afectarla: productos, precios, publicidad, promociones y posicionamiento.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El shopper insight tiene el objetivo de comprender el papel que la experiencia juega en la intenci\u00f3n de compra del consumidor y su lealtad a la marca.<\/span><\/p>\n<blockquote><p>Te invito a conocer tambi\u00e9n <a href=\"https:\/\/www.questionpro.com\/blog\/es\/que-es-un-insight\/\" target=\"_blank\" rel=\"noopener\">qu\u00e9 es un insight<\/a> y d\u00f3nde se obtienen.<\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">Caracter\u00edsticas de un shopper insight<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Ahora que sabes qu\u00e9 es un shopper insight, conoce sus principales caracter\u00edsticas:&nbsp;<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">La investigaci\u00f3n se centra en aspecto espec\u00edficos del consumidor, como en el cu\u00e1ndo, el por qu\u00e9 y el c\u00f3mo interact\u00faan o perciben a una marca.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Se enfocan en conocer al consumidor: demograf\u00eda, estilo de vida, h\u00e1bitos de compra, etc.&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Uno de sus objetivos es conocer los usos que el consumidor le da a sus productos o a productos similares de otras marcas.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Permite saber c\u00f3mo se sienten las personas sobre tu marca y la competencia.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ayuda a las marca a identificar una forma eficiente y efectiva de lograr los objetivos establecidos.&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ayuda a que los equipos de marketing de una marca comuniquen de forma adecuada su conocimiento por las emociones y necesidades del consumidor, y as\u00ed, atraer nuevos clientes.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<blockquote><p><span style=\"font-weight: 400;\">Conoce m\u00e1s de la importancia de conocer la <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/es\/importancia-conducta-del-consumidor\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">conducta del consumidor<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\"><br \/>\nTipos de investigaci\u00f3n de un shopper insight<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Para ejecutar un programa shopper insight, existen tres tipo de informaci\u00f3n obtenida:&nbsp;<\/span><\/p>\n<p><b>An\u00e1lisis directo:<\/b><span style=\"font-weight: 400;\"> Consiste en acompa\u00f1ar al cliente al lugar donde realiza la compra, realizar entrevistas en el establecimiento, realizar un an\u00e1lisis sobre el flujo de visitas, observar los h\u00e1bitos de compra, obtener informaci\u00f3n a trav\u00e9s de <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/es\/encuesta-f2f\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">encuestas f2f<\/span><\/a><span style=\"font-weight: 400;\"> o un focus group, etc.&nbsp;&nbsp;<\/span><\/p>\n<p><b>Estudios sindicados<\/b><span style=\"font-weight: 400;\">: Los <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/es\/estudios-sindicados\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">estudios sindicados<\/span><\/a><span style=\"font-weight: 400;\"> son aquellos en los que los resultados y costos de la investigaci\u00f3n se comparten entre varios clientes.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<p><b>An\u00e1lisis de la experiencia de compra: <\/b><span style=\"font-weight: 400;\">Consiste en conocer los tipos de compra que realiza el cliente, sus objetivos&nbsp; y los elementos que influyen en sus decisiones.&nbsp;<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">Conoce <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/es\/experiencia-del-cliente-que-es\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">qu\u00e9 es la experiencia de compra y para qu\u00e9 sirve<\/span><\/a><span style=\"font-weight: 400;\"> con el siguiente art\u00edculo.&nbsp;<\/span><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">C\u00f3mo obtener informaci\u00f3n de un shopper insight<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Para obtener informaci\u00f3n de un shopper insight existen algunas herramientas y m\u00e9todos que pueden ejecutarse con el objetivo de obtener un conocimiento profundo sobre las personalidad del comprador.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Uno de estos m\u00e9todos es una <\/span><a href=\"https:\/\/www.questionpro.com\/es\/communities\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">comunidad online<\/span><\/a><span style=\"font-weight: 400;\">, una plataforma donde los usuarios pueden construir de forma colaborativa, una red de informaci\u00f3n compuesta por sus h\u00e1bitos de compra, preferencias en cuanto a canales de distribuci\u00f3n y productos en particular, sus sentimientos respecto a su experiencia con la marca, etc.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">De esta forma las empresas pueden realizar los ajustes necesarios y crear diferentes estrategias de marketing, desarrollar las campa\u00f1as adecuadas, mejorar la ruta en el <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/es\/mapa-de-la-experiencia-del-cliente\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">mapa de experiencia del cliente<\/span><\/a><span style=\"font-weight: 400;\">, etc.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Con las comunidades online es posible asignar diferentes tareas a los usuarios que puedan completar durante su d\u00eda a d\u00eda, para descubrir c\u00f3mo reaccionan y cu\u00e1les son sus comportamientos de compra.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Si despu\u00e9s de saber qu\u00e9 es un shopper insight queres realizar una investigaci\u00f3n de manera online y conocer m\u00e1s del comportamiento de tus consumidores, agenda una demostraci\u00f3n online y conoce todas las herramientas con las que cuenta QuestionPro para lograrlo.<\/span><\/p>\n<p><center><a href=\"https:\/\/agendardemo2.questionpro.com\/?custom1=-que-es-un-shopper-insight-\" target=\"_blank\" rel=\"noopener noreferrer\"><button>AGENDAR UNA DEMOSTRACI\u00d3N<\/button><\/a><\/center><\/p>\n","protected":false},"excerpt":{"rendered":"<p>En este art\u00edculo te hablaremos de qu\u00e9 es un shopper insight y c\u00f3mo el conocer a tus consumidores te ayudar\u00e1 [&hellip;]<\/p>\n","protected":false},"author":42,"featured_media":82304,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[173],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u00bfQu\u00e9 es un shopper insight?<\/title>\n<meta name=\"description\" content=\"Conoce qu\u00e9 es un shopper insight, caracter\u00edsticas y c\u00f3mo recolectar la informaci\u00f3n para conocer el proceso de compra de tus consumidores.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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