{"id":1934,"date":"2020-11-09T17:09:51","date_gmt":"2020-11-09T15:09:51","guid":{"rendered":"https:\/\/boomerang.agency\/?post_type=blog_article&p=1934"},"modified":"2023-03-13T16:23:00","modified_gmt":"2023-03-13T14:23:00","slug":"datove-reporty-z-boomlabu","status":"publish","type":"blog_article","link":"https:\/\/boomerang.agency\/en\/blog\/datove-reporty-z-boomlabu\/","title":{"rendered":"5 d\u016fvod\u016f, pro\u010d m\u011b d\u011bsn\u011b bav\u00ed \u010d\u00edst si datov\u00e9 reporty z BoomLabu"},"content":{"rendered":"\r\n

Nov\u00fd ro\u010dn\u00edk na\u0161eho v\u00fdzkumu BoomLab se pomalu prosazuje v m\u00e9di\u00edch a mezi content marke\u0165\u00e1ky. My v Boomerangu s n\u00edm \u017eijeme u\u017e n\u011bkolik m\u011bs\u00edc\u016f. Letos jsme jako hlavn\u00ed n\u00e1stroj pro v\u0161echny, kdo s daty pracuj\u00ed, vytvo\u0159ili p\u0159ehledn\u00fd BoomLab 2.0 report<\/em>, kter\u00fd p\u0159ipravujeme klient\u016fm a projekt\u016fm na m\u00edru. Proto\u017ee m\u00edt data je jedna v\u011bc, ale v\u011bd\u011bt, co s nimi, to u\u017e je vysok\u00e1 \u0161kola \u017eivota, vesm\u00edru a v\u016fbec.<\/strong><\/p>\r\n

(Te\u010f n\u011bco profl\u00e1knu: Up\u0159\u00edmn\u011b\u2026 my jsme si ten report ud\u011blali hlavn\u011b pro sebe. A vyladili jsme ho tak, abychom se v t\u00e9 stra\u0161liv\u00e9 z\u00e1plav\u011b \u010d\u00edsel a excel\u016f z BoomLabu vyznali. Prost\u011b aby ho mohl za\u010d\u00edt v praxi pou\u017e\u00edvat kdokoliv v Boomerangu. A uk\u00e1zalo se, \u017ee je tak bo\u017e\u00ed, \u017ee m\u016f\u017ee pomoct spoust\u011b firem.)<\/span><\/p>\r\n

Tak\u017ee co na boomlab\u00edm reportu oce\u0148uju j\u00e1?<\/span><\/p>\r\n

1. Dostanu opravdickou infografiku, ve kter\u00e9 se vyzn\u00e1m<\/b><\/span><\/h3>\r\n

Ne ka\u017ed\u00e1 p\u011bkn\u011b zalomen\u00e1 tabulka nebo kol\u00e1\u010dov\u00fd graf je infografika. Na tohle jsem pes a chci m\u00edt p\u0159ed sebou obr\u00e1zek, ze kter\u00e9ho na prvn\u00ed pohled vy\u010dtu, co ta \u010d\u00edsla znamenaj\u00ed. Abych se v tom vyznala a um\u011bla si to p\u0159edstavit. Je to n\u00e1ro\u010dn\u00e1 discipl\u00edna, ve kter\u00e9 jsme si v t\u00fdmu hodn\u011b l\u00e1mali hlavu. Mysl\u00edm, \u017ee se n\u00e1m to docela povedlo, posu\u010fte sami.<\/span><\/p>\r\n

\"P\u0159ehledn\u00e1<\/a><\/p>\r\n

Tady jsme cht\u011bli zobrazit, jak\u00e1 m\u00e9dia na\u0161e c\u00edlovka sleduje pravideln\u011b. D\u00edky peak\u016fm v barevn\u00e9 plo\u0161e vid\u00edm t\u011b\u017ei\u0161t\u011b, kter\u00e9mu bych se m\u011bla v marketingu v\u011bnovat. P\u0159id\u00e1n\u00edm dal\u0161\u00ed vrstvy s \u010dervenou linkou m\u016f\u017eu informaci o sv\u00e9 c\u00edlovce nav\u00edc okam\u017eit\u011b vizu\u00e1ln\u011b porovnat s pr\u016fm\u011brem populace a neunikne mi, kde se odli\u0161ujeme. Takhle jsme t\u0159eba zjistili, \u017ee d\u011blat podcast pro personalisty by mohlo d\u00e1vat smysl.<\/i><\/span><\/p>\r\n

2. Informace o c\u00edlovce vid\u00edm v kontextu cel\u00e9 populace<\/b><\/span><\/h3>\r\n

Je dobr\u00e9 v\u011bd\u011bt, \u017ee moji c\u00edlovku zaj\u00edm\u00e1 hlavn\u011b sport nebo \u017ee tr\u00e1v\u00ed \u010das n\u00e1v\u0161t\u011bvami restaurac\u00ed. Ale co kdy\u017e to tak m\u00e1 ka\u017ed\u00fd? Sna\u017e\u00edme se tam, kde to d\u00e1v\u00e1 smysl, ukazovat kontext \u2013 je vysok\u00e9 \u010d\u00edslo u m\u00e9 c\u00edlov\u00e9 skupiny n\u011bco netradi\u010dn\u00edho, co stoj\u00ed za pozornost?<\/span><\/p>\r\n

\"Lifestylov\u00e1<\/a><\/p>\r\n

Tady jsme v r\u00e1mci lifestylov\u00e9 laborato\u0159e u \u010dinnost\u00ed, kter\u00fdm se dan\u00e1 c\u00edlovka v\u011bnuje alespo\u0148 jednou m\u011bs\u00ed\u010dn\u011b. \u0160ed\u00e9 te\u010dky pod ka\u017edou polo\u017ekou ukazuj\u00ed, jak to m\u00e1 v\u011bt\u0161inov\u00e1 populace. Hled\u00e1me deviace na ob\u011b strany \u2013 kde se po\u010dty punt\u00edk\u016f nejv\u00edc li\u0161\u00ed \u2013 a na ty upozor\u0148ujeme.<\/i><\/span><\/p>\r\n

3. Persony nejsou vymy\u0161len\u00e9 v zaseda\u010dce<\/b><\/span><\/h3>\r\n

Persony chce ka\u017ed\u00fd a nejednou jsem vid\u011bla p\u011bkn\u011b vypracovan\u00e9 a popsan\u00e9 postavy z\u00e1kazn\u00edk\u016f \u2013 kter\u00e9 byly \u00fapln\u011b vymy\u0161len\u00e9! BoomLab um\u00ed v r\u00e1mci jedn\u00e9 c\u00edlov\u00e9 skupiny, kterou definujeme t\u0159eba v\u011bkem, m\u00edstem bydli\u0161t\u011b nebo socioekonomickou situac\u00ed rodiny, ur\u010dit, z jak\u00fdch person se skl\u00e1d\u00e1. M\u00e1me jich v ka\u017ed\u00e9 laborato\u0159i 5\u20136 (podle \u00fahlu pohledu).<\/span><\/p>\r\n

Jak to funguje v praxi?<\/span><\/p>\r\n

\"Medi\u00e1ln\u00ed<\/a><\/p>\r\n

Definuju si, komu prod\u00e1v\u00e1m svoje produkty a slu\u017eby, a jdu do dan\u00e9 kapitoly. Tady jsem \u0161la do medi\u00e1ln\u00ed laborato\u0159e, proto\u017ee m\u011b zaj\u00edm\u00e1, na jak\u00e1 m\u00e9dia se m\u00e1m zam\u011b\u0159it. Vid\u00edm, \u017ee moji c\u00edlovku tvo\u0159\u00ed tyhle 4 persony a kolik % tvo\u0159\u00ed.<\/i><\/span><\/p>\r\n

\"Medi\u00e1ln\u00ed<\/a><\/p>\r\n

A na dal\u0161\u00ed str\u00e1nce vid\u00edm, co kter\u00e1 skupina m\u00e9ho publika znamen\u00e1 + jak je zastoupen\u00e1 v obecn\u00e9 populaci mimo moji c\u00edlovku. Popisujeme je tak, aby si pod nimi ka\u017ed\u00fd hned n\u011bkoho p\u0159edstavil. T\u0159eba n\u011bkoho, koho zn\u00e1. <\/i><\/span>Mimochodem, j\u00e1 jsem se za\u0159adila na prvn\u00ed dobrou jako Mlad\u00fd onlinista (pozor na p\u0159eklepy!) a sed\u00ed to na m\u011b v\u010detn\u011b v\u011bku \u00fapln\u011b p\u0159esn\u011b. \ud83d\ude42<\/i><\/span><\/p>\r\n

4. Dostanu se lidem pod k\u016f\u017ei i v jejich n\u00e1zorech<\/b><\/span><\/h3>\r\n

Oproti minul\u00e9mu ro\u010dn\u00edku, kdy jsme m\u011bli jenom medi\u00e1ln\u00ed laborato\u0159, BoomLab 2.0 nab\u00edz\u00ed hned \u010dty\u0159i. Medi\u00e1ln\u00ed, postojovou, z\u00e1jmovou a lifestylovou. A m\u011b d\u011bsn\u011b bav\u00ed ta postojov\u00e1. M\u016f\u017eeme m\u00edt toti\u017e dv\u011b skupiny, kter\u00e9 se v medi\u00e1ln\u00edm prostoru chovaj\u00ed podobn\u011b, ale t\u0159eba \u00fapln\u011b jinak nakupuj\u00ed nebo v\u011b\u0159\u00ed informac\u00edm. Vyplat\u00ed se proto pod\u00edvat i sem.<\/span><\/p>\r\n

\"Postojov\u00e1<\/a><\/p>\r\n

V postojov\u00e9 laborato\u0159i nen\u00ed jenom n\u00e1kupn\u00ed chov\u00e1n\u00ed, i kdy\u017e o pen\u00edze jde v marketingu v\u017edycky a\u017e na prvn\u00ed m\u00edst\u011b\u2026 ale i p\u0159\u00edstup k pr\u00e1ci, rodinn\u00e9mu \u017eivotu, zdrav\u00e9mu \u017eivotn\u00edmu stylu, k informac\u00edm nebo charakter osobnosti. D\u00edky dat\u016fm v t\u00e9to \u010d\u00e1sti jsme t\u0159eba pochopili, \u017ee v komunikaci elektromobil\u016f se u jedn\u00e9 specifick\u00e9 c\u00edlovky mus\u00edme zam\u011b\u0159it na jin\u00e9 benefity, ne\u017e je ekologie. <\/i><\/span><\/p>\r\n

5. Bav\u00ed m\u011b zkoumat, co lidi bav\u00ed<\/b><\/span><\/h3>\r\n

Ned\u00e1 mi to se tady s v\u00e1mi nepod\u011blit o jednu lib\u016fstku, se kterou jsme si letos vyhr\u00e1li. Cht\u011bli jsme zjistit, co lidi fakt bav\u00ed. A tak jsme jim p\u0159edlo\u017eili seznam \u201ekulturn\u00edch fenom\u00e9n\u016f\u201c, kter\u00e9 jsme posb\u00edrali od 4 r\u016fzn\u00fdch generac\u00ed (abychom to neovliv\u0148ovaly jenom my, d\u011bti z osmdes\u00e1tek a devades\u00e1tek). Respondenti m\u011bli za\u0161krtnout, jestli danou postavu znaj\u00ed, nebo ne, a n\u00e1sledn\u011b vybrat sv\u00fdch 5 nejobl\u00edben\u011bj\u0161\u00edch.<\/span><\/p>\r\n

Dozv\u011bd\u011bli jsme se tak nap\u0159\u00edklad, \u017ee nejmlad\u0161\u00ed generace (15\u201324 let) u\u017e netu\u0161\u00ed, kdo byli Viktor Ko\u017een\u00fd, Vladim\u00edr Remek nebo Old Shatterhand.<\/span><\/p>\r\n

\"Kulturn\u00ed<\/a><\/p>\r\n

Pro\u010d jsme vybrali jm\u00e9na postav, a ne t\u0159eba dan\u00fd film, seri\u00e1l nebo kn\u00ed\u017eku? \u0160lo n\u00e1m o to, jestli to d\u00edlo lid\u00e9 opravdu znaj\u00ed, a ne zda n\u011bkdy sly\u0161eli zb\u011b\u017en\u011b jen n\u00e1zev. Ka\u017ed\u00fd za\u0161krtne, \u017ee zn\u00e1 seri\u00e1l P\u0159\u00e1tel\u00e9, ale kdy\u017e se zept\u00e1te na Chandlera Muriel Binga?<\/i><\/span><\/p>\r\n

Pod\u00edvejte se na report sami \u2013 je otev\u0159en\u00fd ke sta\u017een\u00ed komukoliv na<\/b> www.boomlab.cz<\/b><\/span><\/a><\/span>.<\/b><\/span><\/p>\r\n

(A nemus\u00edte za n\u011bj d\u00e1vat ani e-mail.)<\/b><\/span><\/p>\r\n

A pokud budete cht\u00edt report a data o sv\u00e9 c\u00edlovce, na str\u00e1nce na n\u00e1s rovnou najdete i kontakt. Ka\u017ed\u00e9mu klientovi p\u0159iprav\u00edme report na m\u00edru podle toho, co pot\u0159ebuje. Zkoumat v\u00e1s i va\u0161e z\u00e1kazn\u00edky n\u00e1s stra\u0161n\u011b bav\u00ed!<\/span><\/p>\r\n\r\n\r\n\r\n

<\/p>\r\n\r\n\r\n\r\n

O v\u00fdzkumu BoomLab<\/strong> \u2013 Projekt obsahov\u00e9 a komunika\u010dn\u00ed agentury Boomerang Communication slou\u017e\u00ed jej\u00edm klient\u016fm jako podklad pro tvorbu content marketingov\u00fdch strategi\u00ed, person a komunika\u010dn\u00edch kampan\u00ed. Datov\u00fd report obsahuje informace o medi\u00e1ln\u00edm chov\u00e1n\u00ed, preferovan\u00fdch t\u00e9matech a osobnostech, \u017eivotn\u00edm stylu a n\u00e1zorech r\u016fzn\u00fdch skupin \u010cech\u016f. Hod\u00ed se pro mana\u017eery zab\u00fdvaj\u00edc\u00ed se zna\u010dkou, marketingem, PR nebo HR. Data sesb\u00edrala a zpracovala v\u00fdzkumn\u00e1 agentura Nielsen Admoshere na vzorku 729 respondent\u016f internetov\u00e9 populace 15\u201365 let, sb\u011br dat: prvn\u00ed polovina roku 2020 metodou CAWI (respondenti jsou sou\u010d\u00e1st\u00ed \u010cNP), v\u00fdb\u011brov\u00e9 znaky: pohlav\u00ed, v\u011bk, vzd\u011bl\u00e1n\u00ed, kraj a velikost m\u00edsta bydli\u0161t\u011b. V\u00e1hy jsou v rozmez\u00ed 0,90\u20131,15. Dodr\u017eujeme standardy ESOMAR (European Society for Opinion and Marketing Research) a SIMAR (Sdru\u017een\u00ed agentur pro v\u00fdzkum trhu a ve\u0159ejn\u00e9ho m\u00edn\u011bn\u00ed). V\u00edce na www.boomlab.cz.<\/p>\r\n","protected":false},"excerpt":{"rendered":"

Nov\u00fd ro\u010dn\u00edk na\u0161eho v\u00fdzkumu BoomLab se pomalu prosazuje v m\u00e9di\u00edch a mezi content marke\u0165\u00e1ky. My v Boomerangu s n\u00edm \u017eijeme u\u017e n\u011bkolik m\u011bs\u00edc\u016f. Letos jsme jako hlavn\u00ed n\u00e1stroj pro v\u0161echny, kdo s daty pracuj\u00ed, vytvo\u0159ili p\u0159ehledn\u00fd BoomLab 2.0 report, kter\u00fd p\u0159ipravujeme klient\u016fm a projekt\u016fm na m\u00edru. Proto\u017ee m\u00edt data je jedna v\u011bc, ale v\u011bd\u011bt, co s nimi, to u\u017e je vysok\u00e1 \u0161kola […]<\/p>\n","protected":false},"featured_media":1935,"menu_order":0,"template":"","serial":[],"class_list":["post-1934","blog_article","type-blog_article","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\n5 d\u016fvod\u016f, pro\u010d bav\u00ed BoomLab reporty | BOOMERANG COMMUNICATION<\/title>\n<meta name=\"description\" content=\"V\u00fdzkum BoomLab se pomalu prosazuje mezi content marke\u0165\u00e1ky. Omrkn\u011bte p\u0159ehledn\u00fd BoomLab 2.0 report, kter\u00fd p\u0159ipravujeme klient\u016fm na m\u00edru.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/boomerang.agency\/en\/blog\/datove-reporty-z-boomlabu\/\" \/>\n<link rel=\"next\" href=\"https:\/\/boomerang.agency\/en\/blog\/datove-reporty-z-boomlabu\/2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 d\u016fvod\u016f, pro\u010d bav\u00ed BoomLab reporty | BOOMERANG COMMUNICATION\" \/>\n<meta property=\"og:description\" content=\"V\u00fdzkum BoomLab se pomalu prosazuje mezi content marke\u0165\u00e1ky. 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