{"id":981,"date":"2011-05-05T11:16:00","date_gmt":"2011-05-05T11:16:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2011\/05\/05\/una-fabula-el-genio-de-la-lampara-no-existe-estupido\/"},"modified":"2023-06-27T11:30:33","modified_gmt":"2023-06-27T11:30:33","slug":"una-fabula-el-genio-de-la-lampara-no-existe-estupido","status":"publish","type":"post","link":"https:\/\/hamilton.global\/ca\/una-fabula-el-genio-de-la-lampara-no-existe-estupido\/","title":{"rendered":"Una faula: \u201cEl geni del llum no existeix, est\u00fapid\u201d"},"content":{"rendered":"<p>Aquesta \u00e9s una hist\u00f2ria una mica esquizofr\u00e8nica sobre un consultor de recerca de mercats que volia con\u00e8ixer els secrets m\u00e9s profunds del consumidor, amb els quals triomfar al m\u00f3n del m\u00e0rqueting i l&#039;estrat\u00e8gia empresarial, ja que es convertiria en el D\u00e9u de la informaci\u00f3 i totes les empreses del m\u00f3n es barallarien pels seus serveis, i amb aix\u00f2 aglutinaria tal poder que la resta no importaria res.<\/p>\n<p>Per aconseguir-ho es va submergir en terrenys no metodol\u00f2gics i indagacions vagues ja que el seu fort tampoc no era el discurs estrat\u00e8gic.<\/p>\n<p>Com veia que no tenia gaire \u00e8xit va rec\u00f3rrer al \u201cs\u00faper guru h\u00edper ultra fashion\u201d que li va dir que la investigaci\u00f3 de mercats havia mort, que li fes cas, que les entrevistes, els focus groups, l&#039;etnografia, la semi\u00f2tica, les an\u00e0lisis multivariables, la segmentaci\u00f3 estrat\u00e8gica, les t\u00e8cniques d&#039;enginyeria del posicionament, les t\u00e8cniques de laddering o la targetitzaci\u00f3 de p\u00fablics objectius havia passat a millor vida.<\/p>\n<p>El nostre amic va quedar tan extasiat davant de tal revelaci\u00f3 que li va oferir una quantitat indecent de diners perqu\u00e8 el \u201cs\u00faper guru h\u00edper-ultra fashion\u201d li digu\u00e9s la font de tal magnitud.<\/p>\n<p>El nostre guru va acceptar la quantitat indecent (no eren temps per desestimar un pressupost tan f\u00e0cil tot i ser el \u201cs\u00faper guru h\u00edper ultra fashion\u201d que guanya milions d&#039;euros a l&#039;any), i va recomanar al nostre amic visitar el geni del llum del m\u00e0rqueting i que en fregar-lo amb suavitat li concediria tres desitjos. Aquest geni del llum estava situat en una urbs cosmopolita a alguns milers de quil\u00f2metres de la nostra estimada p\u00e0tria, en unes terres on tot es venia, on el rigor i la serietat no era l&#039;important sin\u00f3 que la base estava a fer \u201cm\u00e0gia hipn\u00f2tica\u201d amb noms de metodologia impossibles.<\/p>\n<p>Nervi\u00f3s, el nostre consultor, va arribar fins al lloc del llum i va fregar suaument fins que el geni del m\u00e0rqueting va sortir i li va dir, \u201cet concedeixo tres desitjos marketinians\u201d. El nostre amic, sobrat d&#039;autoestima, va comentar, \u201camb un en tinc prou, vull tenir el poder de con\u00e8ixer els secrets m\u00e9s profunds del consumidor\u201d.<\/p>\n<p>Desig concedit, el geni li va donar dos papers, en un i en lletra Arial 120 Maj\u00fascula i Negrita es podia llegir la paraula \u201cRIGOR\u201d i un altre una matriu amb quatre quadrants que descrivia un escenari interessant.<\/p>\n<p>El nostre amic consultor, indignat, va fregar de nou el llum i va fer sortir el geni de nou, cridant-li li deia \u201cestafador, enganya consultors. Aix\u00f2 no \u00e9s el que esperava\u201d.<\/p>\n<p>A all\u00f2 que el geni li va contestar, \u201camic meu, el consumidor \u00e9s complex i no pots esperar miracles sense tenir en compte la hist\u00f2ria, la ci\u00e8ncia i el comprom\u00eds amb els teus clients\u201d, aix\u00f2 \u00e9s el RIGOR.<\/p>\n<p>\u201cEl que t&#039;he ofert al segon full \u00e9s el sant grial o la base de la investigaci\u00f3 estrat\u00e8gica i d&#039;intel\u00b7lig\u00e8ncia de mercat que ha de definir el futur del sector d&#039;una manera inclusiva i no excloent. Aquells que dominin els 4 quadrants seran els investigadors que aglutinaran el m\u00e0xim \u00e8xit. Amic, oferint-te aquests senzills presents, coneixer\u00e0s el consumidor i les marques\u201d.<\/p>\n<p><a href=\"http:\/\/4.bp.blogspot.com\/-y8YkbzeQMqM\/TcKIpfIijYI\/AAAAAAAAAG8\/44HiXk29RsI\/s1600\/matriz.png\"><img decoding=\"async\" style=\"display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;width: 450px; height: 295px;\" src=\"http:\/\/4.bp.blogspot.com\/-y8YkbzeQMqM\/TcKIpfIijYI\/AAAAAAAAAG8\/44HiXk29RsI\/s400\/matriz.png\" border=\"0\" alt=\"\" id=\"BLOGGER_PHOTO_ID_5603191132715650434\"><\/a><\/p>\n<p><strong>Moraleja:<\/strong><\/p>\n<p>Hem de ser conscients de l&#039;evoluci\u00f3 de la investigaci\u00f3 cap a terrenys no declaratius (ja siguin conscients o inconscients), per\u00f2 no hem d&#039;oblidar que ens movem al terreny del RIGOR ja que els nostres discursos estrat\u00e8gics es basen en informaci\u00f3, sigui la t\u00e8cnica d&#039;obtenci\u00f3 que sigui .<\/p>\n<p>Els que ens considerem consultors de recerca estrat\u00e8gica o intel\u00b7lig\u00e8ncia de mercats assenyats, hem de ser capa\u00e7os de controlar els 4 quadrants per donar una resposta efica\u00e7, compromesa i de rigor als nostres clients.<\/p>\n<p>Jordi Crespo Navarro<br \/>\nSoci director a hamilton<\/p>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Esta es una historia algo esquizofr\u00e9nica sobre un consultor de investigaci\u00f3n de mercados que quer\u00eda conocer los secretos m\u00e1s profundos del consumidor, con los cu\u00e1les triunfar en el mundo del marketing y la estrategia empresarial, ya que se convertir\u00eda en el Dios de la informaci\u00f3n y todas las empresas del mundo se pelear\u00edan por sus [&hellip;]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Una f\u00e1bula: \u201cEl genio de la l\u00e1mpara no existe, est\u00fapido\u201d -<\/title>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Una f\u00e1bula: \u201cEl genio de la l\u00e1mpara no existe, est\u00fapido\u201d -\" \/>\n<meta property=\"og:description\" content=\"Esta es una historia algo esquizofr\u00e9nica sobre un consultor de investigaci\u00f3n de mercados que quer\u00eda conocer los secretos m\u00e1s profundos del 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