{"id":118589,"date":"2021-04-25T02:00:35","date_gmt":"2021-04-25T09:00:35","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=118589"},"modified":"2023-02-07T23:52:49","modified_gmt":"2023-02-07T23:52:49","slug":"que-es-thick-data","status":"publish","type":"post","link":"https:\/\/qa-release.questionpro.com\/blog\/es\/que-es-thick-data\/","title":{"rendered":"\u00bfQu\u00e9 es Thick Data?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">En este art\u00edculo te contamos qu\u00e9 es Thick Data y c\u00f3mo esta herramienta te ayudar\u00e1 a darle significado a la gran cantidad de datos recolectados y comprender el comportamiento de las personas.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Muchas veces los n\u00fameros por s\u00ed solos (los <\/span><a href=\"https:\/\/www.questionpro.com\/es\/datos-cuantitativos.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">datos cuantitativos<\/span><\/a><span style=\"font-weight: 400;\">) no son suficientes para entender qu\u00e9 es lo que hace que tus clientes tomen una decisi\u00f3n. Para entender los porqu\u00e9s detr\u00e1s de las acciones de los clientes, necesitas del Thick Data.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">\u00bfQu\u00e9 es Thick Data?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Thick Data consiste en realizar un an\u00e1lisis de datos, buscando informaci\u00f3n cualitativa como ideas, preferencias, motivaciones y razones de comportamiento. Esta informaci\u00f3n permite una mejor toma de decisiones empresariales, as\u00ed como el desarrollo de productos y servicios.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aplicando el Thick Data, las empresas pueden realizar conjeturas sobre el <\/span><a href=\"https:\/\/usqa.questionpro.com\/blog\/es\/importancia-conducta-del-consumidor\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">comportamiento del&nbsp; consumidor,<\/span><\/a><span style=\"font-weight: 400;\"> basado en patrones hist\u00f3ricos y otros an\u00e1lisis.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gracias al Thick Data, las organizaciones obtienen las piezas que faltan para explicar por qu\u00e9 las personas act\u00faan como lo hacen.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Caracter\u00edsticas del Thick Data<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Muchas organizaciones toman decisiones a partir de la informaci\u00f3n recolectada anteriormente. Este conocimiento se obtiene de la observaci\u00f3n, de <\/span><a href=\"https:\/\/usqa.questionpro.com\/blog\/es\/conocer-la-voz-del-cliente\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">conocer la voz del cliente <\/span><\/a><span style=\"font-weight: 400;\">(VOC), de aplicar una encuesta <\/span><a href=\"https:\/\/usqa.questionpro.com\/blog\/es\/net-promoter-score\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Net Promoter Score<\/span><\/a><span style=\"font-weight: 400;\"> (NPS), realizar un <\/span><a href=\"https:\/\/usqa.questionpro.com\/blog\/es\/focus-groups\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">focus group<\/span><\/a><span style=\"font-weight: 400;\"> u otros m\u00e9todos de investigaci\u00f3n.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Actualmente, los conocimientos sobre el comportamiento del consumidor pueden provenir de una variedad de fuentes. Gracias a las redes sociales, y el internet, se puede obtener tambi\u00e9n informaci\u00f3n sobre por qu\u00e9 las personas act\u00faan de la manera que lo hacen a trav\u00e9s de:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"> El comportamiento m\u00f3vil<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Contenido generado por los usuarios en las redes sociales<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Datos transaccionales<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Thick Data vs Big Data<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Durante los \u00faltimos a\u00f1os, el t\u00e9rmino Big Data ha obtenido mucho auge en el mundo de la <\/span><a href=\"https:\/\/www.questionpro.com\/es\/investigacion-de-mercados.html\"><span style=\"font-weight: 400;\">investigaci\u00f3n de mercados<\/span><\/a><span style=\"font-weight: 400;\">, ya que es una herramienta \u00fatil para obtener datos cuantitativos sobre las tendencias, comportamiento y preferencias del consumidor.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sin embargo, lo que el Big Data no puede hacer es explicar por qu\u00e9 hacemos lo que hacemos. El Thick Data se encarga de llenar ese vacio, ofreciendo datos cualitativos sobre los h\u00e1bitos del consumidor.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El Thick Data va m\u00e1s all\u00e1 del Big Data para explicar por qu\u00e9 los consumidores tienen ciertas preferencias, las razones por las que se comportan de la manera en que lo hacen, por qu\u00e9 ciertas tendencias se mantienen, etc.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aunque es necesario considerar que el <\/span><a href=\"https:\/\/www.questionpro.com\/es\/que-es-big-data.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Big Data<\/span><\/a><span style=\"font-weight: 400;\"> permite implementar herramientas m\u00e1s baratas, r\u00e1pidas y a mayor escala y sobre todo, en tiempo real.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por el contrario, la interpretaci\u00f3n del Thick Data es un proceso m\u00e1s largo debido a su complejidad.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Ventajas del Thick Data<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A continuaci\u00f3n, tenemos para ti los principales beneficios de utilizar el Thick Data en tu organizaci\u00f3n.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Permite desarrollar una hip\u00f3tesis sobre por qu\u00e9 las personas se comportan de cierta manera.<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Si bien, el Big Data puede indicar tendencias en el comportamiento que permiten a los especialistas en marketing formular hip\u00f3tesis, el Thick Data puede llenar los vac\u00edos y permitir que entiendan por qu\u00e9 es probable que los clientes tomen realicen acciones.<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">El Thick Data ayuda a las empresas a analizar los datos de los consumidores, a trav\u00e9s de su comportamiento e interacciones en l\u00ednea, para decodificar sus necesidades, preferencias, sentimientos y quejas, y ofrecer una experiencia al cliente positiva.<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Las empresas pueden ofrecer un servicio al cliente personalizado y tomar mejores decisiones comerciales basadas en datos.<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Hace posible realizar una <\/span><a href=\"https:\/\/usqa.questionpro.com\/blog\/es\/que-es-la-segmentacion-de-mercados\/\"><span style=\"font-weight: 400;\">segmentaci\u00f3n de mercados<\/span><\/a><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"> para desarrollar estrategias de ventas y marketing que se apliquen espec\u00edficamente a cada grupo.<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">El verdadero beneficio del Thick Data es que permite a las empresas humanizar grandes cantidades de datos para comprender qu\u00e9 motiva a los clientes.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Este m\u00e9todo puede ser un diferenciador de primer nivel, ayudando a las empresas a descubrir realmente&nbsp; el tipo de informaci\u00f3n que alguna vez esperan obtener solo de big data.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sin duda, obtener datos m\u00e1s completos te pueden ayudar construir una profunda conexi\u00f3n emocional con tus clientes.<\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En este art\u00edculo te contamos qu\u00e9 es Thick Data y c\u00f3mo esta herramienta te ayudar\u00e1 a darle significado a la [&hellip;]<\/p>\n","protected":false},"author":42,"featured_media":118814,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[232],"tags":[],"class_list":{"0":"post-118589","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-toma-de-decisiones","8":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u00bfQu\u00e9 es Thick Data?<\/title>\n<meta name=\"description\" content=\"Conoce qu\u00e9 es el Thick Data y c\u00f3mo permite realizar un an\u00e1lisis para identificar h\u00e1bitos, tendencias y entender por qu\u00e9 los consumidores toman 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