{"id":9320,"date":"2023-06-16T12:15:54","date_gmt":"2023-06-16T10:15:54","guid":{"rendered":"https:\/\/insummit.pl\/2022-2025\/?page_id=9320"},"modified":"2023-10-09T10:31:51","modified_gmt":"2023-10-09T08:31:51","slug":"ile-dobrych-konceptow-musi-umrzec-by-w-koncu-zbadac-jak-je-badac","status":"publish","type":"page","link":"https:\/\/insummit.pl\/2022-2025\/program-insummit-2023\/ile-dobrych-konceptow-musi-umrzec-by-w-koncu-zbadac-jak-je-badac\/","title":{"rendered":"Ile dobrych koncept\u00f3w musi umrze\u0107, by w ko\u0144cu zbada\u0107, jak je bada\u0107?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"9320\" class=\"elementor elementor-9320\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6aee662 elementor-section-full_width elementor-section-height-min-height elementor-section-height-default elementor-section-items-middle\" data-id=\"6aee662\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1afe9a0\" data-id=\"1afe9a0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-e30a696 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e30a696\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-c1c8baa\" data-id=\"c1c8baa\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2274559 giz_program_tytul elementor-widget elementor-widget-text-editor\" data-id=\"2274559\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tIle dobrych koncept\u00f3w musi umrze\u0107, by w ko\u0144cu zbada\u0107, jak je bada\u0107?\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ce57bfb giz_program_tagi elementor-widget elementor-widget-text-editor\" data-id=\"ce57bfb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tbadaniakreacji, stimuli, badaniakoncept\u00f3w, metodologia, komunikacja, reklama, jakniewyla\u0107dzieckazk\u0105piel\u0105, jakniezabi\u0107dobrejreklamy, kognitywistyka\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-998b7d7\" data-id=\"998b7d7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5e961b7 elementor-widget elementor-widget-text-editor\" data-id=\"5e961b7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tBADAWCZY TOOLKIT\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a7e7cf elementor-widget elementor-widget-text-editor\" data-id=\"1a7e7cf\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<span style=\"font-weight: 300;\">SESJA MODEROWANA<\/span>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e2bc11b elementor-widget elementor-widget-text-editor\" data-id=\"e2bc11b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span class=\"giz_program_godzina\">15.45<\/span> WTOREK, 26 WRZE\u015aNIA<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5e3b1f5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5e3b1f5\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2a21321\" data-id=\"2a21321\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-74bee2b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"74bee2b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-14db457\" data-id=\"14db457\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-280ca13 elementor-widget elementor-widget-text-editor\" data-id=\"280ca13\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tStoimy u progu wielkiej rewolucji badania koncept\u00f3w, kt\u00f3r\u0105 wyznaczy rozw\u00f3j AI, a wci\u0105\u017c s\u0105 sprawy, kt\u00f3re nie doczeka\u0142y si\u0119 dobrego opisania i rozstrzygni\u0119cia. Od lat toczy si\u0119 mi\u0119dzy badaczami, klientami i kreatywnymi dyskusja, jak przygotowa\u0107 materia\u0142y na badania tak, by dobrze przebada\u0107 i wybra\u0107 najlepszy z koncept\u00f3w kreatywnych. Ka\u017cdy ma swoje zdanie i przekonanie na ten temat, ale nikt nie ma dowod\u00f3w na poparcie swojej tezy. Na rynku funkcjonuj\u0105 r\u00f3\u017cne nazwy i formaty materia\u0142\u00f3w stimuli, nie ma standardu w tak wa\u017cnym obszarze pracy marketingowej. W rezultacie wiele dobrych koncept\u00f3w reklamowych przepada podczas bada\u0144, w ogniu krytyki respondent\u00f3w, a jednocze\u015bnie mierne koncepty \u2013 wykorzystuj\u0105ce znane ju\u017c klisze narracyjne \u2013 wygrywaj\u0105 fokusy. Z efektu ko\u0144cowego nie s\u0105 zadowoleni ani klienci, ani agencje reklamowe, ani konsumenci. Bran\u017ca badawcza nie stworzy\u0142a ani nie opublikowa\u0142a te\u017c \u017cadnych (tak, \u017cadnych!) bada\u0144, kt\u00f3re jasno pokaza\u0142yby, jaki wp\u0142yw i w jakich obszarach badanych koncept\u00f3w ma rodzaj testowanego stimuli. Ka\u017cdy ma wnioski p\u0142yn\u0105ce z praktyki, ale nikt nie ma popartych danymi fakt\u00f3w. Nasze badanie to powr\u00f3t do korzeni i pr\u00f3ba odpowiedzi na podstawowe pytanie w obszarze bada\u0144 koncept\u00f3w \u2013 jak to, co badamy, wp\u0142ywa na wynik naszych bada\u0144.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a71aa2a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a71aa2a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f1c5744\" data-id=\"f1c5744\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-6b36ea7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6b36ea7\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-82c50c6\" data-id=\"82c50c6\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4e576cc elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"4e576cc\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img fetchpriority=\"high\" decoding=\"async\" width=\"250\" height=\"250\" src=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2023\/06\/Rudak_Iza.jpg\" class=\"attachment-full size-full wp-image-8983\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2023\/06\/Rudak_Iza.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2023\/06\/Rudak_Iza-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">Iza Rudak<\/span><p class=\"elementor-image-box-description\">prezes<br>\n<strong>Maison &amp; Partners<\/strong><\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-eb39644 elementor-widget elementor-widget-text-editor\" data-id=\"eb39644\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tPsycholog spo\u0142eczny, absolwentka Uniwersytetu Wroc\u0142awskiego i Akademii Muzycznej we Wroc\u0142awiu, stypendystka Uniwersytetu Walijskiego.\nBadacz jako\u015bciowy z 25-letnim do\u015bwiadczeniem. W latach 1998- 2012 Dyrektor Bada\u0144 Jako\u015bciowych Pentor Research International. 2012 &#8211; 2015 Client Service Director w TNS Polska, odpowiedzialna za badania jako\u015bciowe oraz cz\u0142onkini TNS Global Qualitative Leadership Team. Obecnie prezes zarz\u0105du w Maison &#038; Partners.\nSpecjalistka w dziedzinie bada\u0144 eksploracyjnych, test\u00f3w koncept\u00f3w produktowych, bada\u0144 komunikat\u00f3w reklamowych, oraz problematyki spo\u0142ecznej.\nFacylitatorka warsztat\u00f3w pozycjonowania i architektury marek. Realizuje projekty badawcze i strategiczne (tak\u017ce mi\u0119dzynarodowe) dla wiod\u0105cych globalnych marek. W latach  2012  &#8211; 2016 prezes Polskiego Towarzystwa Badaczy Rynku i Opinii. Obecnie przedstawicielka Esomar w Polsce.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-92d26d7\" data-id=\"92d26d7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bf8daea elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"bf8daea\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img decoding=\"async\" width=\"250\" height=\"250\" src=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2023\/06\/Twardowska_Elzbieta.jpg\" class=\"attachment-full size-full wp-image-9001\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2023\/06\/Twardowska_Elzbieta.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2023\/06\/Twardowska_Elzbieta-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">El\u017cbieta Twardowska<\/span><p class=\"elementor-image-box-description\">Chief Strategy Officer<br>\n<strong>Ogilvy<\/strong><\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-59ab06e elementor-widget elementor-widget-text-editor\" data-id=\"59ab06e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tKocham, piel\u0119gnuj\u0119 i rozwijam marki. Chc\u0119 tworzy\u0107 komunikacj\u0119, kt\u00f3ra ma sens dla ludzi i dla biznesu. \n20 lat do\u015bwiadczenia w marketingu, od 2010 roku kieruje dzia\u0142em strategii w Ogilvy. Cz\u0142onek komitetu oraz jurorka polskiej i europejskiej edycji konkursu Effie (Effie Polska, Effie Europe) oraz KTR. Specjalizuj\u0119 si\u0119 w opracowywaniu platform komunikacyjnych marek oraz zintegrowanych plan\u00f3w marketingowych. Opracowywa\u0142am strategi\u0119 dla wielu polskich oraz mi\u0119dzynarodowych marek takich jak np. Allegro, Philips, \u017bywiec, Coca Cola, nju mobile. Pasjonuj\u0119 si\u0119 tematem skutecznej komunikacji zwi\u0105zanej z interwencjami behawioralnymi. Przez wiele lat pracowa\u0142am jako lider biznesowy dla Philips Healthcare i Personal Health, opracowuj\u0105c strategi\u0119 komunikacji w obszarach takich jak kardiologia, medycyna ratunkowa, onkologia, alergie \/ ska\u017cenie powietrza. Wsp\u00f3\u0142tworzy\u0142am projekty edukacyjne i CSR w obszarze zdrowia m.in. dla \u015al\u0105skiego Centrum Chor\u00f3b Serca w Zabrzu oraz dla Fundacji Alivia.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-e6b6fe8\" data-id=\"e6b6fe8\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-31c7487 elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"31c7487\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img decoding=\"async\" width=\"250\" height=\"250\" src=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2022\/06\/bielewicz_Lukasz_2.jpg\" class=\"attachment-full size-full wp-image-939\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2022\/06\/bielewicz_Lukasz_2.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2022\/06\/bielewicz_Lukasz_2-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">\u0141ukasz Bielewicz<\/span><p class=\"elementor-image-box-description\">Brand Management Expert<br>\n<strong>Allegro<\/strong><\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e69f566 elementor-widget elementor-widget-text-editor\" data-id=\"e69f566\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tNa co dzie\u0144 pomagam dopasowa\u0107 komunikacj\u0119 Allegro do potrzeb i oczekiwa\u0144 Kupuj\u0105cych, a tak\u017ce &#8211; a mo\u017ce przede wszystkim &#8211; oczekiwa\u0144 tych, kt\u00f3rzy jeszcze nie kupuj\u0105 na Allegro. \nSocjolog z ponad 19 letnim do\u015bwiadczeniem w badaniach rynkowych, cz\u0142onek PTBRiO. Przez wiele lat zdobywa\u0142 do\u015bwiadczenia w r\u00f3\u017cnych agencjach badawczych, m.in. jako szef zespo\u0142u badawczego w Kantar Millward Brown. Specjalizuje si\u0119 w badaniach komunikacji i strategii marki. Przez 2 lata wspiera\u0142 rozw\u00f3j marek Plusa (Polkomtela) jako cz\u0142onek zespo\u0142u badawczego.\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Ile dobrych koncept\u00f3w musi umrze\u0107, by w ko\u0144cu zbada\u0107, jak je bada\u0107?badaniakreacji, stimuli, badaniakoncept\u00f3w, metodologia, komunikacja, reklama, jakniewyla\u0107dzieckazk\u0105piel\u0105, jakniezabi\u0107dobrejreklamy, kognitywistykaBADAWCZY TOOLKITSESJA MODEROWANA 15.45 WTOREK, 26 WRZE\u015aNIA Stoimy u progu wielkiej rewolucji badania koncept\u00f3w, kt\u00f3r\u0105 wyznaczy rozw\u00f3j AI, a wci\u0105\u017c s\u0105 sprawy, kt\u00f3re nie doczeka\u0142y si\u0119 dobrego opisania i rozstrzygni\u0119cia. 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