{"id":84965,"date":"2020-01-02T02:00:41","date_gmt":"2020-01-02T10:00:41","guid":{"rendered":"https:\/\/qa-release.questionpro.com\/blog\/?p=84965"},"modified":"2023-07-20T16:04:40","modified_gmt":"2023-07-20T16:04:40","slug":"que-es-la-investigacion-motivacional","status":"publish","type":"post","link":"https:\/\/qa-release.questionpro.com\/blog\/es\/que-es-la-investigacion-motivacional\/","title":{"rendered":"\u00bfQu\u00e9 es la investigaci\u00f3n motivacional?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">La investigaci\u00f3n motivacional es un tipo de investigaci\u00f3n de mercado que se realiza con el objetivo de explicar cu\u00e1les las razones por las que los consumidores se comportan de cierta forma.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Esta metodolog\u00eda intenta descubrir y comprender lo que los consumidores no entienden de s\u00ed mismos. Adem\u00e1s permite conocer qu\u00e9 influye en su comportamiento y que no puede reconocer, como su entorno cultural y social.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La investigaci\u00f3n motivacional intenta analizar todos estos factores para conocer el <\/span><a href=\"https:\/\/qa-release.questionpro.com\/blog\/es\/mercado-y-necesidades-del-cliente\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">mercado y las necesidades del cliente<\/span><\/a><span style=\"font-weight: 400;\">, y su relaci\u00f3n con un producto o servicio espec\u00edfico, y que de esta forma se pueda influir en ellos.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Caracter\u00edsticas de la investigaci\u00f3n motivacional\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Algunas de las caracter\u00edsticas de la investigaci\u00f3n motivacional son las siguientes:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Se basa en que los clientes no siempre son conscientes del motivo de sus acciones.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Es una investigaci\u00f3n que permite recolectar <\/span><a href=\"https:\/\/www.questionpro.com\/es\/datos-cualitativos.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">datos cualitativos<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Intenta descubrir los sentimientos, actitudes y emociones ocultas de las personas en relaci\u00f3n con el uso de un producto o servicio.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Est\u00e1 dise\u00f1ada para descubrir qu\u00e9 motiva a los consumidores.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">La <\/span><a href=\"https:\/\/www.questionpro.com\/es\/investigacion-de-mercados.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">investigaci\u00f3n de mercados<\/span><\/a><span style=\"font-weight: 400;\"> se centra en lo que hacen los consumidores, y la investigaci\u00f3n motivacional en el por qu\u00e9 lo hacen.\u00a0<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">T\u00e9cnicas de investigaci\u00f3n motivacional<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Las t\u00e9cnicas principales para realizar una investigaci\u00f3n motivacional son las siguientes:<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">La observaci\u00f3n\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Este m\u00e9todo permite al investigador derivar hip\u00f3tesis que permitan comprender el comportamiento humano.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La observaci\u00f3n es una t\u00e9cnica f\u00e1cil, especialmente cuando los consumidores se encuentran en situaciones de compra. Sin embargo, los investigadores deben ser discreto en el proceso.<\/span><\/p>\n<blockquote>\n<p><span style=\"font-weight: 400;\">Descubre qu\u00e9 es la <\/span><a href=\"https:\/\/qa-release.questionpro.com\/blog\/es\/observacion-cualitativa\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">observaci\u00f3n cualitativa<\/span><\/a><span style=\"font-weight: 400;\"> con este art\u00edculo que tenemos para ti.\u00a0<\/span><\/p>\n<\/blockquote>\n<p>\u00a0<\/p>\n<h3><span style=\"font-weight: 400;\">Focus group<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">El focus group es una t\u00e9cnica de investigaci\u00f3n motivacional que permite obtener informaci\u00f3n valiosa sobre los consumidores.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para lograr su objetivo, el grupo debe ser moderado por un experto que logre la interacci\u00f3n de los participantes. Lo que conducir\u00e1 a producir revelaciones que nos gu\u00eden a conocer los motivos de las decisiones de los clientes.<\/span><\/p>\n<blockquote>\n<p><span style=\"font-weight: 400;\">Conoce estos 5 <\/span><a href=\"https:\/\/qa-release.questionpro.com\/blog\/es\/pasos-para-hacer-un-focus-group\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">pasos para hacer un focus group.\u00a0<\/span><\/a><\/p>\n<\/blockquote>\n<p>\u00a0<\/p>\n<h3><span style=\"font-weight: 400;\">Entrevista a profundidad<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Esta es la t\u00e9cnica m\u00e1s importante para la investigaci\u00f3n motivacional. Un entrevista personal, larga e individual.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gran parte del poder de la <\/span><a href=\"https:\/\/qa-release.questionpro.com\/blog\/es\/entrevistas-a-profundidad\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">entrevista a profundidad<\/span><\/a><span style=\"font-weight: 400;\"> depende del conocimiento del investigador, ya que es necesario que cree una relaci\u00f3n emp\u00e1tica con los participantes, y genere un sentimiento de confianza mutua y comprensi\u00f3n.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Ventajas de la investigaci\u00f3n motivacional\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Entre las ventajas m\u00e1s destacadas de la investigaci\u00f3n motivacional se encuentran las siguientes:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Permite que las empresas conozcan por qu\u00e9 los clientes pueden o no comprar un producto o adquirir un servicio.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Hace posible identificar a su p\u00fablico y crear estrategias de marketing personalizadas.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Permite desarrollar la marca, crear estrategias que atraigan la atenci\u00f3n del p\u00fablico y conseguir la lealtad de los clientes.\u00a0<\/span><\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<blockquote>\n<p><span style=\"font-weight: 400;\">Conoce estas 18 <\/span><a href=\"https:\/\/qa-release.questionpro.com\/blog\/es\/estrategias-para-construir-la-lealtad-del-cliente\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">estrategias para construir la lealtad del cliente.\u00a0<\/span><\/a><\/p>\n<\/blockquote>\n<p>\u00a0<\/p>\n<h2><span style=\"font-weight: 400;\">Importancia de la investigaci\u00f3n motivacional\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">La investigaci\u00f3n motivacional es muy importante para las empresas, especialmente para su branding y la creaci\u00f3n de sus estrategias de marketing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Con este m\u00e9todo es posible conocer a detalle el comportamiento de los clientes, aunque este sea complejo. De esta manera ser\u00e1n entendidos, incluso influenciados.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gracias a la investigaci\u00f3n motivacional no es necesario que los investigadores adivinen o supongan qu\u00e9 hace felices a sus clientes, sino que desarrollen un enfoque m\u00e1s cient\u00edfico y exitoso.\u00a0<\/span><\/p>\n<blockquote>\n<p><span style=\"font-weight: 400;\">Te recomiendo leer este art\u00edculo sobre la <\/span><a href=\"https:\/\/qa-release.questionpro.com\/blog\/es\/importancia-conducta-del-consumidor\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">importancia de conocer la conducta del consumidor.\u00a0<\/span><\/a><\/p>\n<\/blockquote>\n<p>\u00a0<\/p>\n<p><span style=\"font-weight: 400;\">Si quieres realizar una investigaci\u00f3n motivacional y conocer a fondo a tus clientes, usa QuestionPro. \u00a1Realiza investigaci\u00f3n cuantitativa y cualitativa de forma online y offline f\u00e1cilmente! Agenda una demostraci\u00f3n ahora y conoce todas nuestras funciones.<\/span><\/p>\n\n\n<center>\n    <a href=\"https:\/\/contactar.questionpro.com\/cuenta-gratis?custom1=investigacion-motivacional\">\n        <button style=\"background: #ff9f00;\">Crear cuenta gratis<\/button>\n    <\/a> \n    <a href=\"https:\/\/agendardemo2.questionpro.com\/?custom1=investigacion-motivacional\" target=\"_blank\" rel=\"noopener\">\n        <button>Agendar demostraci\u00f3n<\/button>\n    <\/a>\n<\/center>\n<br>\n","protected":false},"excerpt":{"rendered":"<p>La investigaci\u00f3n motivacional es un tipo de investigaci\u00f3n de mercado que se realiza con el objetivo de explicar cu\u00e1les las [&hellip;]<\/p>\n","protected":false},"author":53,"featured_media":84733,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_focuskw":"investigaci\u00f3n motivacional","_yoast_wpseo_title":"\u00bfQu\u00e9 es la investigaci\u00f3n 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