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PERCHE’ LE RICERCHE DI MERCATO COSTANO TROPPO

Da tempo si discute dei costi dei servizi. In particolare delle ricerche di mercato (o ricerche di marketing). Probabilmente se ne discuterà ancor di più dopo  il rientro dalle ferie. Prendiamo le ricerche di mercato. In particolare le cosiddette ricerche quantitative. Considerazioni analoghe possono essere fatte per le ricerche qualitative o motivazionali. In Italia le ricerche di mercato hanno cominciato a svilupparsi negli anni sessanta per merito del prof. Guglielmo Tagliacarne.  Si è costituita l’Associazione Ricerche di mercato, poi trasformatasi in Associazione di Marketing. Nel corso degli anni ho percepito, soprattutto da Richard Normann, una pesante critica concettuale  e pratica al loro approccio. Recentemente, su Italia Oggi, è apparso un articolo che ne denunciava l’elevatezza del costo.

Le critiche sono sostanzialmente di due tipi. La prima, In un mondo che varia così velocemente le ricerche di mercato appaiono obsolete. Essa forniscono informazioni puntuali, relative all’istante in cui sono eseguite. Non sono indicatrici di un trend. Inoltre forniscono informazioni che sono attendibili sulla base del tipo di campione di riferimento. Come dire che quanto più la composizione del campione di persone intervistate è accurata tanto più i risultati saranno attendibili.

Qui spunta la seconda critica, quella più attuale. Le ricerche di mercato risultano troppo costose non solo  in termini di denaro, ma anche in termini di tempo. Analizziamone il processamento. Si convocano due o tre agenzie per metterle a confronto. Raramente ci si affida ad una sola agenzia. A ciascuna di esse il committente espone il problema e l’obiettivo della ricerca, verbalmente o per iscritto(briefing). Ogni agenzia elabora una propria offerta con tanto di dettagli relativi alla metodologiai, alla operatività, ai tempi e costi. Va da sé che i preventivi/progetti sono sempre molto complessi. Devono apparire più mirati e completi possibile. Ogni agenzia presenta il proprio progetto al committente. Sono intanto trascorse dalle tre alle quattro settimane. Tempi e costi stanno intanto lievitando a causa delle elaborazioni, spostamenti, presentazioni, dedizione di persone. Supponiamo che il committente non apporti modifiche al progetto. Si parte con la esecuzione della ricerca. Con una avvertenza. Fintantoché l’agenzia incaricata  non avrà emesso fattura in conto anticipo e incassato il relativo importo la ricerca non parte. Finalmente parte la ricerca. Per almeno uno o due mesi non se ne sa più nulla o quasi. Occorre attendere che siano effettuate le interviste ad un numero elevato di persone, occorre raccogliere i dati, elaborarli e scrivere la relazione finale e predisporre la presentazione per il committente. Finalmente arrivano ilreport finale e la relativa presentazione. Nella migliore delle ipotesi sono trascorse dalle otto alle dieci settimane.

Certo il problema da affrontare era importante. Ma a fronte di tempi e costi elevati certi non converrebbe cercare altre soluzioni?  Varrebbe la pena cercarle.

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