PESQUISA DE MERCADO: COMO FAZER UMA PESQUISA DE MERCADO?

Stay with me until the end of the video and I guarantee you that you will not make the same mistakes that the vast majority of people, entrepreneurs make when they go to do market research. I even said a few times here on the channel that market research is not the best way to validate your idea, but I assume that if it was done very well it can give you several insights from consumer research, from competitors' market , it can give you some valuable information, but the problem is that the vast majority of people do not know how to do it the right way. Oh, and now, who can help me?

Me, Daniel Niggli! Anyway, that is why throughout today's video I will teach you how to prepare and how to apply market research very well done. Stay with me and put your finger on the jewel below while the vignette rotates.

Hello my little and future giants, favorite entrepreneurs here in Brazil, welcome once again to the most uncomplicated entrepreneurship channel on YouTube, I am Daniel Niggli and if you want to see every week a new video with tips, concepts and also interviews that I I call Fo ** entrepreneurs here to tell you, give tips and tell about their trajectory, subscribe here on the channel and activate the notification so you don't miss any of these opportunities. And before I start explaining how to prepare a survey and how to apply market research I want to start by saying why you shouldn't embrace the result of it as being a universal truth. Oh Dani, but the video is to teach you how to do research and you start by saying that research doesn’t work?

It is not quite like that. I'm going to teach you, but what I'm trying to tell you is that you can't take the result of it and frame it as being an absolute truth. Imagine that you go to the restaurant, something that bothered you that you left the experience was not so cool something that was not so critical.

The waiter will come back at the end of the service, after you are leaving and will ask you "How was the experience? Did you like it? " The vast majority of people, 90, 99% of people will say yes despite having a little problem.

So imagine if the owners of these restaurants use this feedback from the end as to consider that everything is fine? The waiter did some research, you didn't tell the truth and then what is he going to do with that information? will use as the absolute truth?

Then you will have a problem. You probably won't even go back to the restaurant, the restaurant owners will not understand why no one is coming back, anyway you already understood my point. Now I will show you what are the 5 steps that any market research has to take, you will not skip any, stay here you will not forget.

First step: define your research objective. Why are you doing this research? Is it a more exploratory survey that you are trying to understand consumer behavior, trying to understand any business opportunity, or is it a more direct survey on the intention to vote for example?

Do you want to know who the next councilor will be ? Do you want to know how the consumers of a certain region behave or do you want to understand if the consumer of your possible business idea, how does he solve his problem today without you? Having the objective very clear before starting a search is fundamental, otherwise you will draw a lot of wrong conclusions or you will draw a lot of conclusions that will work for nothing.

Muy bien, step number two: with whom are you going to apply this research? In the case of the restaurant, obviously if it is a satisfaction survey, the restaurant will apply with whoever was in the restaurant. But are you wanting to apply a survey to understand if your product, if your possible product that you are going to launch will be well accepted by the market?

Obviously you will apply this survey with the target audience, with your potential target audience, which incidentally already it was the subject of another video that I’m going to leave here on the card for you to understand in depth who your target audience and your Persona are. Obviously you are not going to apply this research with your grandmother, with your aunt, with your mother, because then you have an emotional connection and probably, if all is well, your grandma will say that she will buy your product. You have to apply this research with your potential consumer, real people, that you have no connection with, emotional bond.

You will see this video because these are the people who have to answer your survey. And now that the objective of the research has been defined, the target audience, the time has come to define what is the method of your research and that is step number 3. And there are some possible paths here, you can do an interview, you can send form to people to answer, you can search Google, some articles, some magazines, and even use Google Trends.

In fact this is a very cool tool and super simple to use, I'll show you an example here. Just type in Google "Trends. Google.

com. br" that will open the site here. In it you can search how much a certain term is being searched on Google, for example if you want to open a microwave cake factory, just enter here type microwave cake and Google will show you what is the search trend , how much people are actually looking for about that term.

But there is an important detail: you need to imagine exactly how people are writing, so in this example that I gave you she wrote microwaves with hyphens, but what if people are subscribing to microwaves without hyphens? You will also search, it will give you another result and it will appear exactly that here. But calm down, I don’t want to teach you Portuguese, I’m not Professor Pasquale, and the important point here is that if you type, look only at the first term, you can draw some wrong conclusions, you may even think that there are no people wanting to know your microwave cake is not a factor consumed by people on the internet, searched for by people on Google, but in fact it is.

It's just the way she searches. So carefully choose a method that you will use to apply this survey, if you want to apply a survey by form there are some ways, there are Google Forms, there is Survey Monkey, but don't worry, I will leave it here in the description of the video all the ways for you to calmly enter and search later. And leave any doubt you have here in the comments that I help you.

Now let's assume that you have chosen the survey model, the question and answer survey method, you are going to apply a form. So the next step of this, the fourth step is to define what are the questions you are going to ask, this is very important because these are the questions that will help you to reach the objective of your research, so you will not ask if I am doing a research to know about intention to vote, you don't need to ask which person's favorite color is. Objectivity is fundamental because the more succinct you are, the better because you imagine the person will answer a lot of questions, they will piss off, they will not answer or they will answer anyway, and then they will just screw you up .

And also don't ask me how much the person is willing to pay for your product that he has no real product reference yet, and then probably what will happen is that he will answer you a lower amount than he would pay. And there are two of them: either you are not going to launch your product, because you are going to say that you cannot launch it at this low price , or you are going to launch it at a low price and you are going to leave the opportunity to go on to earn even more money. This is the kind of question that a survey does not help you at all.

There are some ways you can get a price and I will put another video here on the card on how to calculate the sale price, but this too, in fact, you will only learn when selling, and you will not even come to me to make those 500 business plans pages, the business has to be agile and has another tool called Business Model Canvas, the business model canvas, which helps you to plan your company, [in Spanish] your company with a much more agile lean model than the ones 500 pages that you don't have to spend so much time on. And now the fifth step in the process, the last step before I tell you some very important points that you cannot forget. The time has come to apply the research and analyze the results, and this is the good part if you have done the whole process so far very well , it is time to draw a conclusion.

Try to group the answers, put all the answers in Excel and try to understand if these people have any behavior in common with those answers, and you may have also done several different search methods, so try to link the question and answer search with Google searches Trends, with article analysis research and makes this correlation between them. And use what people actually respond to you in the survey or face to face or via Google's form, from Survey Monkey, to try to validate or refute a hypothesis that was already in your head or that you read in a story or that you thought you were going to launch it and it was going to be one way or the other, so you have to use this research information to choose some paths and then some things can happen. You can hit the chest you will see that the search did not give the result was not the result you would like, but for some reason you think it has a chance to work, you can hit the chest the company is yours, who am I to say, but you will test.

You are just ignoring the research, I will say nothing, but the decision is yours. Or you can use research to adjust some points, you may notice that one detail the other needs an adjustment, you adjust this before launching or it will give you even more confidence to move on but it's time to put your foot down and use the search to help you. Anyway, the point of doing a market research if it is done well, following these five steps and watching these other videos that I put you here for you to see later, it will help you to have more market information to have more confidence but I I will reinforce a point that I mentioned at the beginning of the video: you will only be sure of your idea of ​​your project from several hypotheses that are in your head, the time you test it.

People do not always talk about research, what they actually believe, sometimes even because they do not know what it will actually be, they will only accept it, these hypotheses will only be validated when someone buys or consumes your product. a physical product, be it a service whatever. The time someone pays, likes your product, recommends it to other people, then the business starts to run smoothly.

And it will also not fit the result of the research and use that result for two or four years from now. Consumers change, so you always have to be always with that agile mindset and I'm going to leave another video here on the card that I actually taught how to validate an idea not through research but through tests. Always be aware of your consumer, connected to your consumer, I'll leave here in the video description also a book to help you in this connection so you do not lose the consumer view is what will make you the difference and you differentiate themselves from competitors.

And do you know what the other big secret you can't forget? Activate notification, just click on the bell below, activate the channel notifications, every week there is a new video with tips and interviews to help you in this process of creating a successful company. Did that already right?

See you next week!