{"id":18888,"date":"2015-09-19T22:38:57","date_gmt":"2015-09-19T22:38:57","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=18888"},"modified":"2025-09-16T17:58:11","modified_gmt":"2025-09-16T21:58:11","slug":"comprar-a-lo-largo-de-la-investigacion","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/es\/soluciones\/soluciones-de-branding-e-investigacion-de-clientes\/comprar-a-lo-largo-de-la-investigacion\/","title":{"rendered":"Investigaci\u00f3n de mercado de compras"},"content":{"rendered":"<h1 class=\"wp-block-heading\">Investigaci\u00f3n de mercado de compras<\/h1>\n\n\n\n<figure class=\"gb-block-image gb-block-image-0b4fb044\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-0b4fb044\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Supermarket-5.jpg\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Supermarket-5.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Supermarket-5-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Supermarket-5-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Supermarket-5-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Supermarket-5-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\" alt=\"Investigaci\u00f3n y estrategia de mercado internacional de SIS\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00bfQu\u00e9 es la investigaci\u00f3n de mercado de compras?<\/h2>\n\n\n\n<p>Shop-along research is a special type of one-on-one, in-depth interview that examines actual shopping behavior rather than behavior that is recalled and reported after the event.<\/p>\n\n\n\n<p>Las \u00e1reas tem\u00e1ticas de discusi\u00f3n pueden basarse en:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>El <strong>producto<\/strong>: displays, shelving, signage, packaging, labeling, pricing, and branding.<\/li>\n\n\n\n<li>El <strong>establecimiento f\u00edsico minorista<\/strong>: distribuci\u00f3n, iluminaci\u00f3n, maniobrabilidad y limpieza.<\/li>\n\n\n\n<li><strong>Personal<\/strong>: availability and helpfulness of staff, salespeople, and\/or customer service.<\/li>\n<\/ul>\n\n\n\n<p>Here are some specific questions &#8211;not all of which apply to each situation \u2013 that allow for interaction with consumers and deeper probing during the shopping process:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Where do you begin? (Do you know where the <a href=\"https:\/\/www.sisinternational.com\/es\/soluciones\/soluciones-de-investigacion-cualitativa-cuantitativa\/pruebas-en-ubicaciones-centrales-de-la-ciudad-de-nueva-york\/\" title=\"Pruebas en ubicaciones centrales de la ciudad de Nueva York: beneficios para las pruebas de productos\"  data-wpil-monitor-id=\"10639\">product is located<\/a>, or need to ask for assistance?)<\/li>\n\n\n\n<li>How easy is it\/how long did it take to find the product?<\/li>\n\n\n\n<li>\u00bfEs f\u00e1cil navegar por la tienda?<\/li>\n\n\n\n<li>\u00bfTe distrae algo en el camino?<\/li>\n\n\n\n<li>\u00bfLa ubicaci\u00f3n del producto lo hace destacar?<\/li>\n\n\n\n<li>\u00bfCu\u00e1l es la influencia de una marca, un cup\u00f3n o precio especial?<\/li>\n\n\n\n<li>Is the product easy to reach (and be picked up)?<\/li>\n\n\n\n<li>\u00bfEl paquete proporciona la informaci\u00f3n deseada (texto e im\u00e1genes) sobre el contenido?<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Cu\u00e1ndo utilizar la investigaci\u00f3n de compras<\/h2>\n\n\n\n<p>La raz\u00f3n m\u00e1s com\u00fan para utilizar este m\u00e9todo es obtener comentarios inmediatos y en tiempo real de los consumidores. <strong>d\u00f3nde y cu\u00e1ndo est\u00e1n considerando una compra<\/strong>.<\/p>\n\n\n\n<p>Although almost any shopping <a href=\"https:\/\/www.sisinternational.com\/es\/pericia\/curriculums-de-experiencia\/curriculum-de-experiencia-en-estudios-de-etnografia\/\" title=\"Experiencia en investigaci\u00f3n de mercado en etnograf\u00eda.\"  data-wpil-monitor-id=\"10636\">experience can be studied with this research<\/a> technique, a few more common sites are:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>supermercado<\/li>\n\n\n\n<li>tienda \u201cgrande\u201d<\/li>\n\n\n\n<li>tienda minorista (por ejemplo, Verizon, Home Depot)<\/li>\n\n\n\n<li>farmacia<\/li>\n\n\n\n<li>centro comercial<\/li>\n\n\n\n<li>exposicion de coches<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">\u00bfC\u00f3mo se lleva a cabo un Shop-Along?<\/h2>\n\n\n\n<figure class=\"gb-block-image gb-block-image-026c980e\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-026c980e\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Retail-17.jpg\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Retail-17.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Retail-17-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Retail-17-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Retail-17-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Retail-17-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\" alt=\"Investigaci\u00f3n y estrategia de mercado internacional de SIS\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>A <a href=\"https:\/\/www.sisinternational.com\/es\/pericia\/industrias\/investigacion-de-mercado-de-datos-de-formacion\/\" title=\"Investigaci\u00f3n de mercado de datos de formaci\u00f3n\"  data-wpil-monitor-id=\"10638\">trained<\/a> qualitative researcher&nbsp;should be hired to observe and question what shoppers are seeing, thinking, and feeling about the shopping environment, the product and its category (including competition and alternatives).<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Con el aporte del cliente, se desarrollar\u00e1 una gu\u00eda de discusi\u00f3n con preguntas principalmente abiertas.<\/li>\n\n\n\n<li>Generalmente se utiliza un dispositivo de grabaci\u00f3n, como un tel\u00e9fono inteligente o una videoc\u00e1mara, para capturar detalles en video de la tienda para su posterior an\u00e1lisis y uso compartido. En la mayor\u00eda de los casos se necesita una tercera persona para realizar esta tarea, normalmente de la empresa del entrevistador; pero incluso podr\u00eda ser el cliente, quien luego podr\u00e1 observar de cerca, en tiempo real.<\/li>\n<\/ul>\n\n\n\n<p>Qualified users of a product or category or who frequent a targeted <a href=\"https:\/\/www.sisinternational.com\/es\/analysis-b2b\/\" title=\"What Business Leaders Need to Know Right Now\"  data-wpil-monitor-id=\"10640\">business location need<\/a> to be recruited. This can be accomplished at least two ways.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.sisinternational.com\/es\/pericia\/industrias\/empresa-de-investigacion-de-mercado-de-paneles-en-linea\/\" title=\"Empresa de investigaci\u00f3n de mercado de paneles en l\u00ednea\"  data-wpil-monitor-id=\"10633\">Market Research companies<\/a> typically have an existing panel for whom known demographics and purchase histories are known. An appropriate sample may then be further screened and contacted to participate in the research. Arrangements are made for the interviewer to meet the shopper at a designated time and place to begin the shop-along experience.<\/li>\n\n\n\n<li>Se pueden utilizar interceptaciones en el sitio para detectar a los compradores cuando ingresan a un lugar donde planean comprar.<\/li>\n\n\n\n<li>Incentives: Cash is always a popular form of compensation, but for shop-alongs, gift <a href=\"https:\/\/www.sisinternational.com\/es\/soluciones\/investigacion-de-consultoria-estrategica-fintech\/investigacion-de-mercado-de-tarjetas-de-credito\/\" title=\"Investigaci\u00f3n de mercado de tarjetas de cr\u00e9dito\"  data-wpil-monitor-id=\"10637\">cards or credits<\/a> toward future purchases of the product may work as well.<\/li>\n<\/ul>\n\n\n\n<p>As with other <a href=\"https:\/\/www.sisinternational.com\/es\/sampling-techniques-in-qualitative-research-the-complete-guide-to-choosing-the-right-method\/\" title=\"Sampling Techniques in Qualitative Research: The Complete Guide to Choosing the Right Method\"  data-wpil-monitor-id=\"10635\">qualitative research methods<\/a>, the sample size in shop-along research is limited. Rather than just projecting results to a general audience, it is a good idea to also analyze findings to gain insights for further exploration and testing.<\/p>\n\n\n<h2>Nuestra ubicaci\u00f3n de instalaciones en Nueva York<\/h2>\n<p><!-- \/wp:post-content --> <!-- wp:html --> <iframe loading=\"lazy\" src=\"https:\/\/www.google.com\/maps\/embed?pb=!1m18!1m12!1m3!1d3022.976188376966!2d-73.99130312499956!3d40.740549471389315!2m3!1f0!2f0!3f0!3m2!1i1024!2i768!4f13.1!3m3!1m2!1s0x89c259a15798c731%3A0xd695d09bdd495f25!2s11%20E%2022nd%20St%20FL%202%2C%20New%20York%2C%20NY%2010010%2C%20USA!5e0!3m2!1sen!2spe!4v1726171763526!5m2!1sen!2spe\" width=\"600\" height=\"450\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe> <!-- \/wp:html --> <!-- wp:paragraph --><\/p>\n<h3 class=\"wp-block-heading\">11 E 22nd Street, Piso 2, Nueva York, NY 10010 T: +1(212) 505-6805<\/h3>\n<hr \/>\n<h2><span style=\"font-weight: 400;\">Acerca de SIS Internacional<\/span><\/h2>\n<p><a href=\"https:\/\/www.sisinternational.com\/es\/\"><span style=\"font-weight: 400;\">SIS Internacional<\/span><\/a><span style=\"font-weight: 400;\"> offers Quantitative, Qualitative, and Strategy Research. We provide data, tools, strategies, reports, and insights for decision-making. We also conduct interviews, surveys, focus groups, and other <a href=\"https:\/\/www.sisinternational.com\/es\/quantitative-market-research-methods-and-techniques\/\" title=\"Quantitative Market Research Methods and Techniques\"  data-wpil-monitor-id=\"10634\">Market Research methods<\/a> and approaches.<\/span><a href=\"https:\/\/www.sisinternational.com\/es\/sobre-la-investigacion-internacional-de-sis\/contact-sis-international-market-research\/\"><span style=\"font-weight: 400;\"> P\u00f3ngase en contacto con nosotros<\/span><\/a><span style=\"font-weight: 400;\"> para su pr\u00f3ximo proyecto de Investigaci\u00f3n de Mercado.<\/span><\/p>\n<p>\u00a0<\/p>","protected":false},"excerpt":{"rendered":"<p>Shop-Along Market Research examina el comportamiento de compra real en lugar del comportamiento que se recuerda y se informa despu\u00e9s del evento.<\/p>","protected":false},"author":1,"featured_media":63725,"parent":14650,"menu_order":5,"comment_status":"open","ping_status":"open","template":"","meta":{"footnotes":""},"class_list":["post-18888","page","type-page","status-publish","has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/pages\/18888","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/comments?post=18888"}],"version-history":[{"count":9,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/pages\/18888\/revisions"}],"predecessor-version":[{"id":81744,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/pages\/18888\/revisions\/81744"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/pages\/14650"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/media\/63725"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/es\/wp-json\/wp\/v2\/media?parent=18888"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}