[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.grand-uh.cz\/nase-telo-o-nas-jako-o-zakaznikovi-prozrazuje-opravdu-hodne\/#Article","mainEntityOfPage":"https:\/\/www.grand-uh.cz\/nase-telo-o-nas-jako-o-zakaznikovi-prozrazuje-opravdu-hodne\/","headline":"Na\u0161e t\u011blo o n\u00e1s jako o z\u00e1kazn\u00edkovi prozrazuje opravdu hodn\u011b","name":"Na\u0161e t\u011blo o n\u00e1s jako o z\u00e1kazn\u00edkovi prozrazuje opravdu hodn\u011b","description":"B\u011bhem nakupov\u00e1n\u00ed se na\u0161e t\u011blo projevuje ur\u010dit\u00fdm zp\u016fsobem chov\u00e1n\u00ed. Ka\u017ed\u00e1 zm\u011bna, kter\u00e1 se s na\u0161\u00edm t\u011blem b\u011bhem rozhodovac\u00edho procesu projev\u00ed, o n\u00e1s n\u011bco vypov\u00edd\u00e1. Marketingov\u00ed pracovn\u00edci jsou schopni tyto i nepatrn\u00e9 zm\u011bny schopni zachytit s pomoc\u00ed speci\u00e1ln\u00edch p\u0159\u00edstroj\u016f k tomu ur\u010den\u00fdch. Po anal\u00fdze t\u011bchto dat jsou schopni vyvodit ur\u010dit\u00e9 z\u00e1v\u011bry, kter\u00e9 mohou b\u00fdt velk\u00fdm p\u0159\u00ednosem pr\u00e1v\u011b pro podnikatele.
 
 
 Elektronick\u00e9 metody slou\u017e\u00edc\u00ed pro sb\u011br t\u011bchto dat 
 Eye-tracking (stopov\u00e1n\u00ed","datePublished":"2023-05-05","dateModified":"2023-05-05","author":{"@type":"Person","@id":"https:\/\/www.grand-uh.cz\/author\/#Person","name":"grand-uh.cz\r\n","url":"https:\/\/www.grand-uh.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/1fd5b20daa9a47a1102459a7c733d369075d8cc724ab489feb8ed72c657d346e?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/1fd5b20daa9a47a1102459a7c733d369075d8cc724ab489feb8ed72c657d346e?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"grand-uh.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.grand-uh.cz\/wp-content\/uploads\/img_a309540_w2349_t1520494823.jpg","url":"https:\/\/www.grand-uh.cz\/wp-content\/uploads\/img_a309540_w2349_t1520494823.jpg","height":0,"width":0},"url":"https:\/\/www.grand-uh.cz\/nase-telo-o-nas-jako-o-zakaznikovi-prozrazuje-opravdu-hodne\/","about":["Podnik\u00e1n\u00ed"],"wordCount":444,"articleBody":"B\u011bhem nakupov\u00e1n\u00ed se na\u0161e t\u011blo projevuje ur\u010dit\u00fdm zp\u016fsobem chov\u00e1n\u00ed. Ka\u017ed\u00e1 zm\u011bna, kter\u00e1 se s na\u0161\u00edm t\u011blem b\u011bhem rozhodovac\u00edho procesu projev\u00ed, o n\u00e1s n\u011bco vypov\u00edd\u00e1. Marketingov\u00ed pracovn\u00edci jsou schopni tyto i nepatrn\u00e9 zm\u011bny schopni zachytit s pomoc\u00ed speci\u00e1ln\u00edch p\u0159\u00edstroj\u016f k tomu ur\u010den\u00fdch. Po anal\u00fdze t\u011bchto dat jsou schopni vyvodit ur\u010dit\u00e9 z\u00e1v\u011bry, kter\u00e9 mohou b\u00fdt velk\u00fdm p\u0159\u00ednosem pr\u00e1v\u011b pro podnikatele.
 
 
 Elektronick\u00e9 metody slou\u017e\u00edc\u00ed pro sb\u011br t\u011bchto dat
 Eye-tracking (stopov\u00e1n\u00ed o\u010d\u00ed) \u2013testovac\u00ed metoda, kter\u00e1 vyu\u017e\u00edv\u00e1 o\u010dn\u00ed kameru. P\u0159\u00edstroj je schopen ur\u010dit, na kter\u00e9 m\u00edsto se \u010dlov\u011bk d\u00edv\u00e1, kudy se ub\u00edr\u00e1 jeho pohled. V\u00fdstupem je video, na kter\u00e9m je zaznamen\u00e1no vizu\u00e1ln\u00ed pole \u010dlov\u011bka, a mal\u00fd rychle se pohybuj\u00edc\u00ed kurzor vyzna\u010duj\u00edc\u00ed bod ostr\u00e9ho vid\u011bn\u00ed. Vyu\u017e\u00edv\u00e1 se p\u0159edev\u0161\u00edm ke zkoum\u00e1n\u00ed p\u016fsoben\u00ed reklamy na \u010dten\u00e1\u0159e. Je mo\u017en\u00e9 testovat webov\u00e9 str\u00e1nky, inzer\u00e1ty v \u010dasopisech, tituln\u00ed str\u00e1nky tiskovin, direct maily, reklamn\u00ed spoty v televizi, balen\u00ed v\u00fdrobk\u016f aj. O\u010dn\u00ed kamera nap\u0159. uk\u00e1zala, \u017ee \u010dten\u00e1\u0159i v\u011bnuj\u00ed celostr\u00e1nkov\u00e9 reklam\u011b v novin\u00e1ch maxim\u00e1ln\u011b jednu vte\u0159inu, b\u011bhem kter\u00e9 se rozhodnout, zda budou listovat d\u00e1l. Propaga\u010dn\u00ed materi\u00e1ly supermarket\u016f musej\u00ed zaujmout na vzd\u00e1lenost t\u0159\u00ed metr\u016f, p\u0159i listov\u00e1n\u00ed katalogem p\u0159ipad\u00e1 na jeden druh zbo\u017e\u00ed asi 1,3 vte\u0159iny a jin\u00e9.
 Psychogalvanometr \u2013 dok\u00e1\u017ee zm\u011b\u0159it nepatrn\u00e9 zm\u011bny v m\u00ed\u0159e pocen\u00ed, z nich\u017e se vyvozuj\u00ed z\u00e1v\u011bry o emocion\u00e1ln\u00ed reakci na p\u016fsob\u00edc\u00ed stimuly, nap\u0159. slogany, inzer\u00e1ty. V\u00fdhodou je jednoduchost. Nev\u00fdhodou je zna\u010dn\u00e1 omezenost takov\u00e9ho m\u011b\u0159en\u00ed, proto\u017ee p\u0159\u00edstroj pouze rozezn\u00e1 p\u0159\u00edtomnost nebo absenci reakc\u00ed, ale nedok\u00e1\u017ee ji zd\u016fvodnit.
 Pupilometr \u2013m\u011b\u0159\u00ed zm\u011bnu velikosti o\u010dn\u00edch zornic. Zv\u011bt\u0161en\u00ed zornice znamen\u00e1 p\u0159\u00edznivou reakci na pozorovac\u00ed stimuly.
 
 Neuromarketing \u2013st\u0159ed modern\u00edho marketingu a neuropsychologie. Pou\u017e\u00edv\u00e1 medic\u00ednsk\u00e9 prost\u0159edky, jako je magnetick\u00e1 rezonance. Ta pom\u00e1h\u00e1 p\u0159i zji\u0161\u0165ov\u00e1n\u00ed d\u016fvod\u016f, pro\u010d se spot\u0159ebitel\u00e9 rozhoduj\u00ed tak, jak se rozhoduj\u00ed, a kter\u00e9 \u010d\u00e1sti mozku jsou p\u0159i tom nejd\u016fle\u017eit\u011bj\u0161\u00ed. Za pomoci t\u00e9to metody je mo\u017en\u00e9 vyhodnotit intenzitu emoc\u00ed a pozornosti, respektive lze poznat, co zp\u016fsobuje z\u00e1jem nebo zal\u00edben\u00ed. M\u011b\u0159en\u00ed mozkov\u00fdch vln tak dopl\u0148uje celkov\u00fd obr\u00e1zek o chov\u00e1n\u00ed spot\u0159ebitele a zp\u016fsobu jeho rozhodov\u00e1n\u00ed.
                                                                                                                                                                                                                                                                                                                                                                                        4.3\/5 - (9 votes)        "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Na\u0161e t\u011blo o n\u00e1s jako o z\u00e1kazn\u00edkovi prozrazuje opravdu hodn\u011b","item":"https:\/\/www.grand-uh.cz\/nase-telo-o-nas-jako-o-zakaznikovi-prozrazuje-opravdu-hodne\/#breadcrumbitem"}]}]