![\"SIS](\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Desk-research-3.jpg\" "\\"Desk")
<\/figure>\n\n\n\n<\/p>\n\n\n\n
\u4ec0\u9ebc\u662f\u69cb\u60f3\uff1f<\/span><\/h2>\n\n\n\n\u5728\u6d88\u8cbb\u8005\u548c B2B \u5e02\u5834\u4e2d\uff0c\u69cb\u601d\uff08\u6216\u69cb\u601d\u904e\u7a0b\uff09\u7684\u76ee\u6a19\u4e0d\u50c5\u50c5\u662f\u7522\u751f\u5275\u610f\u3002\u76f8\u53cd\uff0c\u5b83\u61c9\u8a72\u5c08\u6ce8\u65bc\u5982\u4f55\u6700\u597d\u5730\u6eff\u8db3\u4efb\u4f55 <\/span>unmet needs of your \u9867\u5ba2<\/span><\/span>.<\/span> \u5275\u610f\u7814\u8a0e\u6703\u6d89\u53ca\u61c9\u5c0d\u9019\u9805\u6311\u6230\u7684\u5275\u610f\u904e\u7a0b\u3002\u5728\u8a31\u591a\u65b9\u9762\uff0c\u5b83\u985e\u4f3c\u65bc\u901a\u5e38\u6240\u8aaa\u7684\u8166\u529b\u6fc0\u76ea\u6703\u8b70\u3002\u7406\u60f3\u60c5\u6cc1\u4e0b\uff0c\u5b83\u6703\u5c0e\u81f4\u6539\u9032\u6216\u4ee5\u524d\u7121\u6cd5\u60f3\u50cf\u7684\u65b0\u7522\u54c1\u6216\u7522\u54c1\u7dda\u64f4\u5c55\u7684\u958b\u767c\u3002<\/span><\/p>\n\n\n\n\u5e02\u5834 \u7814\u7a76<\/a> can be used as a preliminary step to learn what consumers need or desire to do easier, faster, cheaper, or more effectively. Personal interviews, focus groups, online or telephone surveys<\/a> are just a few methods that can help to uncover some of these needs. The gist of the questions would revolve around \u201cwhat else would you like\u2026?\u201d<\/p>\n\n\n\n\u60a8\u5982\u4f55\u8209\u8fa6\u5275\u610f\u7814\u8a0e\u6703\uff1f<\/span><\/h2>\n\n\n\n\u6700\u65e9\u7684\u4efb\u52d9\u4e4b\u4e00\u662f\u627e\u5230\u4e00\u4f4d\u5408\u683c\u7684\u4e3b\u6301\u4eba\u2014\u2014\u5e7e\u4e4e\u7e3d\u662f\u4f86\u81ea\u516c\u53f8\u5916\u90e8\u3001\u6709\u9032\u884c\u6b64\u985e\u7df4\u7fd2\u7d93\u9a57\u7684\u5c08\u696d\u4eba\u58eb\u3002\u63a5\u4e0b\u4f86\uff0c\u70ba\u4e86\u7372\u5f97\u76e1\u53ef\u80fd\u5ee3\u6cdb\u7684\u56de\u994b\uff0c\u61c9\u9080\u8acb\u7d44\u7e54\u5167\u90e8 8 \u5230 12 \u540d\u6210\u54e1\u53c3\u8207\u3002\u4ed6\u5011\u61c9\u5177\u5099\u591a\u6a23\u5316\u7684\u7279\u8cea\u6216\u7279\u5fb5\uff0c\u4f8b\u5982\u6027\u5225\u3001\u5e74\u9f61\u5c64\u3001\u7ba1\u7406\u968e\u5c64\u3001\u5de5\u4f5c\u8077\u80fd\u3002\u5728\u7814\u8a0e\u6703\u4e0a\uff0c\u6240\u6709\u500b\u4eba\u53ca\u5176\u60f3\u6cd5\u90fd\u61c9\u53d7\u5230\u5e73\u7b49\u5c0d\u5f85\uff0c <\/span>\u4e0d\u5e36\u5224\u65b7\u529b\u6216\u504f\u898b<\/span><\/span>\u3002\u53c3\u8207\u8005\u53ef\u80fd\u5f7c\u6b64\u4e0d\u8a8d\u8b58\uff0c\u9664\u4e86\u540d\u5b57\u4e4b\u5916\uff0c\u4e0d\u9700\u8981\u9032\u4e00\u6b65\u7684\u8b58\u5225\u3002<\/span><\/p>\n\n\n\n\n- \u6709\u8a31\u591a\u5e38\u7528\u7684\u6027\u683c\u300c\u6e2c\u9a57\u300d\u53ef\u4ee5\u5e6b\u52a9\u5c07\u4eba\u5011\u6b78\u985e\u70ba\u67d0\u4e9b\u985e\u5225\u3002\u4f8b\u5982\uff0c\u9081\u723e\u65af-\u5e03\u91cc\u683c\u65af\u6703\u63d0\u51fa\u4e00\u7cfb\u5217\u554f\u984c\uff0c\u7136\u5f8c\u5c07\u4eba\u5011\u5206\u914d\u5230 16 \u7a2e\u4eba\u683c\u985e\u578b\u4e2d\u7684\u4e00\u7a2e\uff0c\u5176\u4e2d\u4e00\u4e9b\u53ef\u80fd\u66f4\u52a0\u5167\u5411\u3001\u5916\u5411\u3001\u76f4\u89ba\u3001\u5206\u6790\u6216\u5275\u9020\u529b\u3002 <\/span><\/li>\n<\/ul>\n\n\n\n
\u53ef\u4ee5\u88fd\u5b9a\u898f\u5247\u6216\u7d04\u675f\u4f86\u8feb\u4f7f\u4eba\u5011\u4ee5\u65b0\u7684\u548c\u4e0d\u540c\u7684\u65b9\u5f0f\u601d\u8003\u3002\u4f8b\u5982\uff1a<\/span><\/p>\n\n\n\n\n- \u7531\u65bc\u77ed\u7f3a\u6216\u50f9\u683c\u4e0a\u6f32\uff0c\u5982\u679c\u60a8\u7121\u6cd5\u4f7f\u7528\u67d0\u4e9b\u6210\u5206\u6216\u6750\u6599\u4f86\u751f\u7522\u7522\u54c1\u600e\u9ebc\u8fa6\uff1f <\/span><\/li>\n\n\n\n
- \u5982\u4f55\u624d\u80fd\u4ee5\u4e00\u534a\u7684\u6642\u9593\u6216\u4e00\u534a\u7684\u6210\u672c\u5b8c\u6210\u4e00\u9805\u4efb\u52d9\uff1f <\/span><\/li>\n\n\n\n
- How would a company in another industry<\/a> address the problem?<\/span><\/li>\n<\/ul>\n\n\n\n
\u6703\u8b70\u4e3b\u6301\u4eba\u901a\u5e38\u6703\u5728\u6703\u8b70\u5ba4\u63d0\u4f9b\u67d0\u4e9b\u53ef\u7528\u7684\u7269\u54c1\uff1a<\/span><\/p>\n\n\n\n\n- \u4e0d\u540c\u984f\u8272\u548c\u5c3a\u5bf8\u7684\u4fbf\u5229\u8cbc<\/span><\/li>\n\n\n\n
- \u6d3b\u52d5\u639b\u5716<\/span><\/li>\n\n\n\n
- \u767d\u677f<\/span><\/li>\n\n\n\n
- \u4e0d\u540c\u984f\u8272\u7684\u6a19\u8a18<\/span><\/li>\n\n\n\n
- \u73a9\u5177\u3001\u7269\u54c1\u6216\u904a\u6232\u53ef\u6e1b\u8f15\u7dca\u5f35\u3001\u71df\u9020\u6709\u8da3\u7684\u6c1b\u570d\u4e26\u6fc0\u767c\u5275\u610f\u601d\u7dad<\/span><\/li>\n<\/ul>\n\n\n\n
Participants may be asked to co-create or create drawings or simple sketches and place them around the room for others to see and react to. This co-creation dives deep below the surface to uncover intuitive insight. Diagrams may be used to connect and rearrange words, pictures, ideas and concepts. It is important to hear from everyone in an environment where there are no wrong answers or statements. <\/b><\/span><\/p>\n\n\n\n<\/p>\n\n\n\n
\u5275\u610f\u7814\u8a0e\u6703\u6709\u4ec0\u9ebc\u597d\u8655\uff1f<\/span><\/h2>\n\n\n\n\u5728\u67d0\u500b\u6642\u523b\uff0c\u901a\u5e38\u662f\u4e00\u5c0f\u6642\u5230\u4e5d\u5341\u5206\u9418\uff0c\u8a31\u591a\u60f3\u6cd5\u5c07\u6703\u51fa\u73fe\uff0c\u800c\u65b0\u60f3\u6cd5\u51fa\u73fe\u7684\u901f\u5ea6\u5c07\u6703\u6e1b\u6162\u3002\u61c9\u8a72\u53ef\u4ee5\u5c07\u5b83\u5011\u5206\u7d44\uff0c\u8a0e\u8ad6\u5b83\u5011\uff0c\u7136\u5f8c\u6839\u64da\u5167\u90e8\u5546\u5b9a\u7684\u6a19\u6e96\u5c0d\u5b83\u5011\u9032\u884c\u8a55\u4f30\u548c\u6392\u540d\uff08\u4f8b\u5982\u89e3\u6c7a\u5e38\u898b\u7684\u7528\u6236\u554f\u984c\uff0c\u53ef\u884c\uff0c\u4e26\u4e14\u53ef\u4ee5\u5728\u5408\u7406\u7684\u6642\u9593\u6216\u6210\u672c\u9650\u5236\u5167\u751f\u7522\uff09\u3002 <\/span><\/p>\n\n\n\nSince the goal is to fulfill unmet customer needs and desires, there is really no limit to how many options should be pursued. But from a practical point of view, perhaps just a handful should be further explored in terms of resources required and potential return on investment<\/a>.<\/span><\/p>\n\n\n\n
\u5e02\u5834 \u7814\u7a76<\/a> can be used as a preliminary step to learn what consumers need or desire to do easier, faster, cheaper, or more effectively. Personal interviews, focus groups, online or telephone surveys<\/a> are just a few methods that can help to uncover some of these needs. The gist of the questions would revolve around \u201cwhat else would you like\u2026?\u201d<\/p>\n\n\n\n \u6700\u65e9\u7684\u4efb\u52d9\u4e4b\u4e00\u662f\u627e\u5230\u4e00\u4f4d\u5408\u683c\u7684\u4e3b\u6301\u4eba\u2014\u2014\u5e7e\u4e4e\u7e3d\u662f\u4f86\u81ea\u516c\u53f8\u5916\u90e8\u3001\u6709\u9032\u884c\u6b64\u985e\u7df4\u7fd2\u7d93\u9a57\u7684\u5c08\u696d\u4eba\u58eb\u3002\u63a5\u4e0b\u4f86\uff0c\u70ba\u4e86\u7372\u5f97\u76e1\u53ef\u80fd\u5ee3\u6cdb\u7684\u56de\u994b\uff0c\u61c9\u9080\u8acb\u7d44\u7e54\u5167\u90e8 8 \u5230 12 \u540d\u6210\u54e1\u53c3\u8207\u3002\u4ed6\u5011\u61c9\u5177\u5099\u591a\u6a23\u5316\u7684\u7279\u8cea\u6216\u7279\u5fb5\uff0c\u4f8b\u5982\u6027\u5225\u3001\u5e74\u9f61\u5c64\u3001\u7ba1\u7406\u968e\u5c64\u3001\u5de5\u4f5c\u8077\u80fd\u3002\u5728\u7814\u8a0e\u6703\u4e0a\uff0c\u6240\u6709\u500b\u4eba\u53ca\u5176\u60f3\u6cd5\u90fd\u61c9\u53d7\u5230\u5e73\u7b49\u5c0d\u5f85\uff0c <\/span>\u4e0d\u5e36\u5224\u65b7\u529b\u6216\u504f\u898b<\/span><\/span>\u3002\u53c3\u8207\u8005\u53ef\u80fd\u5f7c\u6b64\u4e0d\u8a8d\u8b58\uff0c\u9664\u4e86\u540d\u5b57\u4e4b\u5916\uff0c\u4e0d\u9700\u8981\u9032\u4e00\u6b65\u7684\u8b58\u5225\u3002<\/span><\/p>\n\n\n\n \u53ef\u4ee5\u88fd\u5b9a\u898f\u5247\u6216\u7d04\u675f\u4f86\u8feb\u4f7f\u4eba\u5011\u4ee5\u65b0\u7684\u548c\u4e0d\u540c\u7684\u65b9\u5f0f\u601d\u8003\u3002\u4f8b\u5982\uff1a<\/span><\/p>\n\n\n\n \u6703\u8b70\u4e3b\u6301\u4eba\u901a\u5e38\u6703\u5728\u6703\u8b70\u5ba4\u63d0\u4f9b\u67d0\u4e9b\u53ef\u7528\u7684\u7269\u54c1\uff1a<\/span><\/p>\n\n\n\n Participants may be asked to co-create or create drawings or simple sketches and place them around the room for others to see and react to. This co-creation dives deep below the surface to uncover intuitive insight. Diagrams may be used to connect and rearrange words, pictures, ideas and concepts. It is important to hear from everyone in an environment where there are no wrong answers or statements. <\/b><\/span><\/p>\n\n\n\n <\/p>\n\n\n\n \u5728\u67d0\u500b\u6642\u523b\uff0c\u901a\u5e38\u662f\u4e00\u5c0f\u6642\u5230\u4e5d\u5341\u5206\u9418\uff0c\u8a31\u591a\u60f3\u6cd5\u5c07\u6703\u51fa\u73fe\uff0c\u800c\u65b0\u60f3\u6cd5\u51fa\u73fe\u7684\u901f\u5ea6\u5c07\u6703\u6e1b\u6162\u3002\u61c9\u8a72\u53ef\u4ee5\u5c07\u5b83\u5011\u5206\u7d44\uff0c\u8a0e\u8ad6\u5b83\u5011\uff0c\u7136\u5f8c\u6839\u64da\u5167\u90e8\u5546\u5b9a\u7684\u6a19\u6e96\u5c0d\u5b83\u5011\u9032\u884c\u8a55\u4f30\u548c\u6392\u540d\uff08\u4f8b\u5982\u89e3\u6c7a\u5e38\u898b\u7684\u7528\u6236\u554f\u984c\uff0c\u53ef\u884c\uff0c\u4e26\u4e14\u53ef\u4ee5\u5728\u5408\u7406\u7684\u6642\u9593\u6216\u6210\u672c\u9650\u5236\u5167\u751f\u7522\uff09\u3002 <\/span><\/p>\n\n\n\n Since the goal is to fulfill unmet customer needs and desires, there is really no limit to how many options should be pursued. But from a practical point of view, perhaps just a handful should be further explored in terms of resources required and potential return on investment<\/a>.<\/span><\/p>\n\n\n\n\u60a8\u5982\u4f55\u8209\u8fa6\u5275\u610f\u7814\u8a0e\u6703\uff1f<\/span><\/h2>\n\n\n\n
\n
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\u5275\u610f\u7814\u8a0e\u6703\u6709\u4ec0\u9ebc\u597d\u8655\uff1f<\/span><\/h2>\n\n\n\n