BLOG ARTICLE engagement | 2 ARTICLE FOUND

  1. 2008.07.02 Engagement 온라인 조사 (89)
  2. 2008.04.24 소비자는 광고자(주)에게 이혼을 선언하다 (24)

Engagement에 딱히 맞는 한국말을 찾기 힘든 것 같습니다. Engagment research를 자발적인 참여를 유도하는 조사라고 풀어쓰면 어떨까 합니다.

Engagement를 가미한 온라인 조사의 좋은 예가 있어서 하나 공유하고자 합니다. 일단 볼륨을 키우시고 아래 사이트에 접속해서 즐겁게 조사에 참여해보시기 바랍니다. 간단한 경품을 내걸고 하는 조사임에도 불구하고 높은 품질의 데이타를 수집하고 있으리라고 생각됩니다.


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지난 4월 초 ESOMAR Workshop에서 한 발표자가 아래 동영상을 소개하였는데, 개인적으로 너무 마음에 와닿아 이렇게 올려봅니다.


The Break




짧은 동영상이지만 현실을 꼬집는 방법이 상당히 재미있는 것 같습니다. 이제는 상대방(소비자)를 알아야 되는 것이 아니라 이해하고 대화를 해야한다는 메세지를 잘 전달하고 있습니다. 물론 아직까지 전통적인 남성 스타일의 기업이 대부분이기는 하지만 이혼 당하기전에 미리 대화의 기술을 익히는 것이 필요하리라 생각합니다.

이 동영상을 보면 문득 소비자와 기업을 어린이와 어른에 비유했던 발표가 기억이 납니다. 예전에 아무런 정보가 없이 기본 욕구 충족을 위해 소비했던 어린이 소비자가 이제 표현하고 아는 것도 많은 (어쩌면 많이 까칠해진) 어른 소비자가 되었다는 내용입니다. 기업이 먼저 어른이 되어 일방향적으로 제품을 생산하고 Mass marketing을 하였지만 이제는 어른 소비자에게 필요한 것은 동등한 Conversation과 협력이라는 것이 포인트였습니다.

갑작스럽게 기업이나 광고가 바뀌기는 어려운게 현실입니다. 물론 많은 기업들이 소비자와 직접 대화 및 협력을 시도하기는 하였으나 대부분 위 동영상 처럼 커피숍에 불러 내는 형태가 대부분이었지 않나 생각이 듭니다. 개인적으로는 소비자와 접점에 있는 시장조사 회사가 훌륭한 중재인이 되어주지 않을까하는 바램이 있습니다.
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