{"id":30262,"date":"2026-02-19T16:48:38","date_gmt":"2026-02-19T15:48:38","guid":{"rendered":"https:\/\/www.lanalden.com\/?p=30262"},"modified":"2026-07-10T08:43:09","modified_gmt":"2026-07-10T07:43:09","slug":"investigacion-de-mercados-contact-center","status":"publish","type":"post","link":"https:\/\/www.lanalden.com\/en\/investigacion-de-mercados-contact-center\/","title":{"rendered":"Investigaci\u00f3n de mercados en Contact Center: datos reales para decisiones estrat\u00e9gicas"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"30262\" class=\"elementor elementor-30262\">\n\t\t\t\t<div class=\"elementor-element elementor-element-bb770ce e-flex e-con-boxed e-con e-parent\" data-id=\"bb770ce\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2e941fa elementor-widget elementor-widget-text-editor\" data-id=\"2e941fa\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<article class=\"lanalden-investigacion-mercados\">\n\n<style>\n  .lanalden-investigacion-mercados {\n    font-family: Arial, sans-serif;\n    color: #24292f;\n    line-height: 1.65;\n    max-width: 100%;\n    overflow-wrap: break-word;\n    box-sizing: border-box;\n  }\n\n  .lanalden-investigacion-mercados *,\n  .lanalden-investigacion-mercados *::before,\n  .lanalden-investigacion-mercados *::after {\n    box-sizing: border-box;\n  }\n\n  .lanalden-investigacion-mercados h2 {\n    color: #24292f;\n    margin-top: 36px;\n    margin-bottom: 14px;\n    font-size: 1.55em;\n    line-height: 1.3;\n  }\n\n  .lanalden-investigacion-mercados h3 {\n    color: #24292f;\n    margin-top: 24px;\n    margin-bottom: 8px;\n    font-size: 1.12em;\n    line-height: 1.35;\n  }\n\n  .lanalden-investigacion-mercados p {\n    margin: 0 0 16px;\n  }\n\n  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.cta-ribbon h3 {\n    color: #061f3a;\n  }\n\n  .lanalden-investigacion-mercados .cta-close h3 {\n    color: #ffffff;\n  }\n\n  .lanalden-investigacion-mercados .cta-note p,\n  .lanalden-investigacion-mercados .cta-ribbon p,\n  .lanalden-investigacion-mercados .cta-close p {\n    margin: 0;\n    font-size: 0.94em;\n    line-height: 1.5;\n  }\n\n  .lanalden-investigacion-mercados .cta-note p,\n  .lanalden-investigacion-mercados .cta-close p {\n    margin-bottom: 14px;\n  }\n\n  .lanalden-investigacion-mercados .cta-close p {\n    color: #d9f0ff;\n  }\n\n  .lanalden-investigacion-mercados .cta-ribbon-text {\n    flex: 1 1 320px;\n    min-width: 0;\n  }\n\n  .lanalden-investigacion-mercados .cta-button {\n    display: inline-flex;\n    align-items: center;\n    justify-content: center;\n    max-width: 100%;\n    padding: 9px 17px;\n    border-radius: 999px;\n    text-decoration: none;\n    font-weight: bold;\n    font-size: 0.92em;\n    text-align: center;\n    line-height: 1.25;\n    white-space: normal;\n  }\n\n  .lanalden-investigacion-mercados .cta-note .cta-button,\n  .lanalden-investigacion-mercados .cta-ribbon .cta-button {\n    background: #0072c6;\n    color: #ffffff;\n  }\n\n  .lanalden-investigacion-mercados .cta-close .cta-button {\n    background: #ffffff;\n    color: #003b73;\n  }\n\n  .lanalden-investigacion-mercados .cta-button:hover {\n    text-decoration: none;\n  }\n\n  @media (max-width: 900px) {\n    .lanalden-investigacion-mercados h2 {\n      font-size: 1.35em;\n    }\n  }\n\n  @media (max-width: 640px) {\n    .lanalden-investigacion-mercados .cta-note,\n    .lanalden-investigacion-mercados .cta-ribbon,\n    .lanalden-investigacion-mercados .cta-close {\n      padding: 17px;\n    }\n\n    .lanalden-investigacion-mercados .cta-button {\n      width: 100%;\n    }\n\n    .lanalden-investigacion-mercados .cta-ribbon {\n      align-items: flex-start;\n    }\n  }\n<\/style>\n\n<nav class=\"contenido-box\">\n<h2>Contenido<\/h2>\n<ul>\n \t<li><a href=\"#que-implica\">Qu\u00e9 implica una investigaci\u00f3n de mercados rigurosa<\/a><\/li>\n<li><a href=\"#infraestructura\">Infraestructura y capacidad operativa<\/a><\/li>\n \t<li><a href=\"#canales\">Canales de recogida de informaci\u00f3n: sondeos online y offline<\/a><\/li>\n \t<li><a href=\"#faqs\">Preguntas frecuentes<\/a><\/li>\n<\/ul>\n    \n<\/nav>\n\n<div class=\"intro-destacada\">\n<p>La <strong>investigaci\u00f3n de mercados<\/strong> es una herramienta estrat\u00e9gica para cualquier organizaci\u00f3n que necesite tomar decisiones con base s\u00f3lida. Lanzar un nuevo servicio, validar una propuesta de valor, medir la percepci\u00f3n de marca o analizar la experiencia de cliente exige algo m\u00e1s que intuici\u00f3n: exige datos fiables que deben ser recogidos y analizados con rigor.<\/p>\n<\/div>\n\n<p>Realizar un estudio de mercado con garant\u00edas requiere <strong>infraestructura, metodolog\u00eda, capacidad operativa y experiencia anal\u00edtica<\/strong>. No se trata simplemente de formular preguntas, sino de dise\u00f1ar un proceso que permita obtener conclusiones \u00fatiles para el negocio.<\/p>\n\n<!-- CTA 1 -->\n\n<div class=\"cta-note\">\n  <p class=\"cta-label\">Investigaci\u00f3n de mercados<\/p>\n  <h3>Convierte datos dispersos en decisiones con criterio<\/h3>\n  <p>Dise\u00f1amos estudios adaptados al objetivo, al p\u00fablico y al tipo de informaci\u00f3n que necesita tu organizaci\u00f3n.<\/p>\n  <a class=\"cta-button\" href=\"https:\/\/www.lanalden.com\/en\/contact-center-investigacion-de-mercados\/\" target=\"_blank\" rel=\"noopener\">Ver investigaci\u00f3n de mercados<\/a>\n<\/div>\n\n<h2 id=\"que-implica\">Qu\u00e9 implica una investigaci\u00f3n de mercados rigurosa<\/h2>\n\n<p>Una <strong><a href=\"https:\/\/www.munich-business-school.de\/es\/l\/diccionario-de-estudios-empresariales\/investigacion-de-mercados\" target=\"_blank\" rel=\"noopener\">investigaci\u00f3n de mercados<\/a><\/strong> profesional parte siempre de una definici\u00f3n clara del objetivo.<\/p>\n\n<p>Antes de recoger un solo dato, es imprescindible definir con precisi\u00f3n qu\u00e9 se quiere resolver: qu\u00e9 decisi\u00f3n se va a tomar, qu\u00e9 riesgos se quieren reducir y qu\u00e9 hip\u00f3tesis deben validarse. Sin este punto de partida, cualquier resultado pierde valor.<\/p>\n\n<p>Una <strong>investigaci\u00f3n profesional<\/strong> implica:<\/p>\n\n<div class=\"fases-grid\">\n<div class=\"fase-card\">\n<span>1<\/span>\n<h3>Identificaci\u00f3n del p\u00fablico objetivo<\/h3>\n<p>Definir con claridad a qui\u00e9n se va a consultar y por qu\u00e9.<\/p>\n<\/div>\n\n<div class=\"fase-card\">\n<span>2<\/span>\n<h3>Definici\u00f3n de objetivos<\/h3>\n<p>Concretar qu\u00e9 decisi\u00f3n se quiere tomar y qu\u00e9 hip\u00f3tesis deben validarse.<\/p>\n<\/div>\n\n<div class=\"fase-card\">\n<span>3<\/span>\n<h3>Recogida controlada de datos<\/h3>\n<p>Obtener informaci\u00f3n de forma supervisada y con criterios metodol\u00f3gicos.<\/p>\n<\/div>\n\n<div class=\"fase-card\">\n<span>4<\/span>\n<h3>Presentaci\u00f3n de resultados<\/h3>\n<p>Ordenar los datos para facilitar su lectura y an\u00e1lisis.<\/p>\n<\/div>\n\n<div class=\"fase-card\">\n<span>5<\/span>\n<h3>Conclusiones accionables<\/h3>\n<p>Transformar los hallazgos en informaci\u00f3n \u00fatil para el plan de acci\u00f3n.<\/p>\n<\/div>\n<\/div>\n\n<p>Cada fase es determinante. Sin rigor metodol\u00f3gico, los resultados pueden ser poco representativos y, por tanto, poco \u00fatiles.<\/p>\n\n<h2 id=\"infraestructura\">Infraestructura y capacidad operativa<\/h2>\n\n<p>Cuando una empresa necesita acometer un <strong>estudio de mercado<\/strong>, necesita tambi\u00e9n un partner con estructura s\u00f3lida para ejecutarlo. En <strong><a href=\"http:\/\/www.lanalden.com\/en\/\" target=\"_blank\" rel=\"noopener\">Lanalden<\/a><\/strong> contamos con equipos especializados y capacidad operativa para desarrollar proyectos de investigaci\u00f3n de mercados de distinto alcance.<\/p>\n\n<p>La combinaci\u00f3n de canales permite adaptar cada estudio a la realidad del mercado y al perfil del p\u00fablico objetivo.<\/p>\n\n<!-- CTA 2 -->\n\n<div class=\"cta-ribbon\">\n  <div class=\"cta-ribbon-text\">\n    <p class=\"cta-label\">Capacidad operativa<\/p>\n    <h3>Dise\u00f1a estudios con metodolog\u00eda y capacidad real de ejecuci\u00f3n<\/h3>\n    <p>Combinamos equipos, canales y an\u00e1lisis para obtener informaci\u00f3n fiable y \u00fatil.<\/p>\n  <\/div>\n  <a class=\"cta-button\" href=\"https:\/\/www.lanalden.com\/en\/contacto-lanalden-direcciones-telefono-email\/\" target=\"_blank\" rel=\"noopener\">Solicita informaci\u00f3n<\/a>\n<\/div>\n\n<h2 id=\"canales\">Canales de recogida de informaci\u00f3n: sondeos online y offline<\/h2>\n\n<p>No todos los estudios requieren el mismo enfoque ni todos los p\u00fablicos responden de la misma manera. La elecci\u00f3n del canal de recogida de informaci\u00f3n es una decisi\u00f3n estrat\u00e9gica que influye directamente en la calidad y representatividad de los resultados.<\/p>\n\n<p>En funci\u00f3n del objetivo del proyecto, el perfil del p\u00fablico y el alcance del estudio, combinamos <strong>metodolog\u00edas online y offline<\/strong> para garantizar datos fiables, comparables y accionables.<\/p>\n\n<div class=\"canales-grid\">\n<div class=\"canal-card\">\n<h3>Sondeos online<\/h3>\n<p>Permiten recoger informaci\u00f3n de forma \u00e1gil, segmentada y escalable cuando el p\u00fablico objetivo est\u00e1 digitalizado.<\/p>\n<\/div>\n\n<div class=\"canal-card\">\n<h3>Sondeos offline<\/h3>\n<p>Facilitan el acceso a perfiles, contextos o entornos donde la recogida presencial o telef\u00f3nica aporta m\u00e1s calidad.<\/p>\n<\/div>\n\n<div class=\"canal-card\">\n<h3>Metodolog\u00edas combinadas<\/h3>\n<p>Ayudan a mejorar la representatividad y adaptar el estudio al comportamiento real del p\u00fablico objetivo.<\/p>\n<\/div>\n<\/div>\n\n<!-- CTA 3 -->\n\n<div class=\"cta-close\">\n  <p class=\"cta-label\">Lanalden<\/p>\n  <h3>Obt\u00e9n conclusiones \u00fatiles para decidir con m\u00e1s seguridad<\/h3>\n  <p>Planteamos estudios orientados a responder preguntas concretas y convertir los resultados en decisiones accionables.<\/p>\n  <a class=\"cta-button\" href=\"https:\/\/www.lanalden.com\/en\/contacto-lanalden-direcciones-telefono-email\/\" target=\"_blank\" rel=\"noopener\">Solicita informaci\u00f3n<\/a>\n<\/div>\n\n<\/article>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9f9b2b0 elementor-widget elementor-widget-eael-adv-tabs\" data-id=\"9f9b2b0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"eael-adv-tabs.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        <div data-scroll-on-click=\"no\" data-scroll-speed=\"300\" id=\"eael-advance-tabs-9f9b2b0\" class=\"eael-advance-tabs eael-tabs-horizontal eael-tab-auto-active\" data-tabid=\"9f9b2b0\">\n            <div class=\"eael-tabs-nav\">\n                <ul class=\"eael-tab-inline-icon\" role=\"tablist\">\n                                            <li id=\"sondeos-online\" class=\"active-default eael-tab-item-trigger eael-tab-nav-item\" aria-selected=\"true\" data-tab=\"1\" role=\"tab\" tabindex=\"0\" aria-controls=\"sondeos-online-tab\" aria-expanded=\"false\">\n                            \n                                                                <svg class=\"e-font-icon-svg e-fas-laptop-code\" viewbox=\"0 0 640 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M255.03 261.65c6.25 6.25 16.38 6.25 22.63 0l11.31-11.31c6.25-6.25 6.25-16.38 0-22.63L253.25 192l35.71-35.72c6.25-6.25 6.25-16.38 0-22.63l-11.31-11.31c-6.25-6.25-16.38-6.25-22.63 0l-58.34 58.34c-6.25 6.25-6.25 16.38 0 22.63l58.35 58.34zm96.01-11.3l11.31 11.31c6.25 6.25 16.38 6.25 22.63 0l58.34-58.34c6.25-6.25 6.25-16.38 0-22.63l-58.34-58.34c-6.25-6.25-16.38-6.25-22.63 0l-11.31 11.31c-6.25 6.25-6.25 16.38 0 22.63L386.75 192l-35.71 35.72c-6.25 6.25-6.25 16.38 0 22.63zM624 416H381.54c-.74 19.81-14.71 32-32.74 32H288c-18.69 0-33.02-17.47-32.77-32H16c-8.8 0-16 7.2-16 16v16c0 35.2 28.8 64 64 64h512c35.2 0 64-28.8 64-64v-16c0-8.8-7.2-16-16-16zM576 48c0-26.4-21.6-48-48-48H112C85.6 0 64 21.6 64 48v336h512V48zm-64 272H128V64h384v256z\"><\/path><\/svg>                                                            \n                                                            <span class=\"eael-tab-title title-after-icon\" >Sondeos online<\/span>                            \n                                                    <\/li>\n                                            <li id=\"sondeos-offline\" class=\"inactive eael-tab-item-trigger eael-tab-nav-item\" aria-selected=\"false\" data-tab=\"2\" role=\"tab\" tabindex=\"-1\" aria-controls=\"sondeos-offline-tab\" aria-expanded=\"false\">\n                            \n                                                                <svg class=\"e-font-icon-svg e-fas-people-arrows\" viewbox=\"0 0 576 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M96,128A64,64,0,1,0,32,64,64,64,0,0,0,96,128Zm0,176.08a44.11,44.11,0,0,1,13.64-32L181.77,204c1.65-1.55,3.77-2.31,5.61-3.57A63.91,63.91,0,0,0,128,160H64A64,64,0,0,0,0,224v96a32,32,0,0,0,32,32V480a32,32,0,0,0,32,32h64a32,32,0,0,0,32-32V383.61l-50.36-47.53A44.08,44.08,0,0,1,96,304.08ZM480,128a64,64,0,1,0-64-64A64,64,0,0,0,480,128Zm32,32H448a63.91,63.91,0,0,0-59.38,40.42c1.84,1.27,4,2,5.62,3.59l72.12,68.06a44.37,44.37,0,0,1,0,64L416,383.62V480a32,32,0,0,0,32,32h64a32,32,0,0,0,32-32V352a32,32,0,0,0,32-32V224A64,64,0,0,0,512,160ZM444.4,295.34l-72.12-68.06A12,12,0,0,0,352,236v36H224V236a12,12,0,0,0-20.28-8.73L131.6,295.34a12.4,12.4,0,0,0,0,17.47l72.12,68.07A12,12,0,0,0,224,372.14V336H352v36.14a12,12,0,0,0,20.28,8.74l72.12-68.07A12.4,12.4,0,0,0,444.4,295.34Z\"><\/path><\/svg>                                                            \n                                                            <span class=\"eael-tab-title title-after-icon\" >Sondeos offline<\/span>                            \n                                                    <\/li>\n                    \n                                       <div class=\"eael-tabs-glassey-svg\">\n                        <svg style=\"display: none\">\n                           <filter id=\"switcher\" x=\"0\" y=\"0\" width=\"100%\" height=\"100%\" filterunits=\"objectBoundingBox\">\n                              <feturbulence type=\"fractalNoise\" basefrequency=\"0.003 0.007\" numoctaves=\"1\" result=\"turbulence\" \/>\n                              <fedisplacementmap in=\"SourceGraphic\" in2=\"turbulence\" scale=\"200\" xchannelselector=\"R\" ychannelselector=\"G\" \/>\n                           <\/filter>\n                        <\/svg>\n                     <\/div>\n                                     <\/ul>\n            <\/div>\n            \n            <div class=\"eael-tabs-content\">\n\t\t        \n                    <div id=\"sondeos-online-tab\" class=\"clearfix eael-tab-content-item active-default\" data-title-link=\"sondeos-online-tab\">\n\t\t\t\t        <ul><li>Dise\u00f1o y Programaci\u00f3n de Encuestas Online (<strong>CAWI<\/strong>) <strong>y Multimedia<\/strong>.<\/li><li><strong>Gesti\u00f3n de Encuestas WEB<\/strong>: banners en site del cliente.<\/li><li><strong>Gesti\u00f3n de Encuestas por e-mailing.<\/strong><\/li><li><strong>Gesti\u00f3n de Encuesta contra Paneles de Internet.<\/strong><\/li><\/ul>                    <\/div>\n\t\t        \n                    <div id=\"sondeos-offline-tab\" class=\"clearfix eael-tab-content-item inactive\" data-title-link=\"sondeos-offline-tab\">\n\t\t\t\t        <ul><li>Encuestaci\u00f3n Telef\u00f3nica (<strong>CATI<\/strong>): con Sistemas de Marcaci\u00f3n Autom\u00e1tica, Grabaci\u00f3n de voz, Control Autom\u00e1tico de Cuotas.<\/li><li>Estudios mediante encuestaci\u00f3n personal (<strong>HAPI, PAPI<\/strong>) con medios electr\u00f3nicos PDA\u2019s, Tablet PC, Port\u00e1tiles, etc.<\/li><li><strong>Sondeos Multiplataforma<\/strong>: mix de canales, e incluso diferida (de telef\u00f3nico a email y viceversa con fecha y hora convenida).<\/li><li><strong>Estudios cualitativos, Focus Group.<\/strong><\/li><\/ul>                    <\/div>\n\t\t                    <\/div>\n        <\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bcd24d4 elementor-widget elementor-widget-text-editor\" data-id=\"bcd24d4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2 id=\"faq\">Preguntas frecuentes sobre investigaci\u00f3n de mercados<\/h2><div style=\"margin-top: 20px; font-family: Arial, sans-serif;\"><details style=\"background-color: #f0f7ff; padding: 15px; margin-bottom: 12px; border-left: 4px solid #0072C6;\"><summary style=\"font-weight: bold; cursor: pointer;\">\u00bfQu\u00e9 es exactamente una investigaci\u00f3n de mercados?<\/summary><p style=\"margin-top: 10px;\">Es un proceso estructurado de recopilaci\u00f3n y an\u00e1lisis de informaci\u00f3n sobre clientes, competencia y entorno para apoyar decisiones estrat\u00e9gicas.<\/p><\/details><details style=\"background-color: #f0f7ff; padding: 15px; margin-bottom: 12px; border-left: 4px solid #0072C6;\"><summary style=\"font-weight: bold; cursor: pointer;\">\u00bfCu\u00e1ndo deber\u00eda una empresa realizar un estudio de mercado?<\/summary><p style=\"margin-top: 10px;\">Antes de lanzar un producto, redefinir estrategia, medir satisfacci\u00f3n o validar una propuesta de valor.<\/p><\/details><details style=\"background-color: #f0f7ff; padding: 15px; margin-bottom: 12px; border-left: 4px solid #0072C6;\"><summary style=\"font-weight: bold; cursor: pointer;\">\u00bfQu\u00e9 metodolog\u00edas se utilizan en investigaci\u00f3n de mercados?<\/summary><p style=\"margin-top: 10px;\">Encuestas telef\u00f3nicas, personales, e-mailing, sondeos multiplataforma, estudios cualitativos, Focus Group, encuesta contra panales de internet, entre otras.<\/p><\/details><details style=\"background-color: #f0f7ff; padding: 15px; margin-bottom: 12px; border-left: 4px solid #0072C6;\"><summary style=\"font-weight: bold; cursor: pointer;\">\u00bfPor qu\u00e9 externalizar la investigaci\u00f3n de mercados?<\/summary><p style=\"margin-top: 10px;\">Porque requiere infraestructura, metodolog\u00eda y experiencia t\u00e9cnica que garantice objetividad y calidad en los resultados.<\/p><\/details><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Contenido Qu\u00e9 implica una investigaci\u00f3n de mercados rigurosa Infraestructura y capacidad operativa Canales de recogida de informaci\u00f3n: sondeos online y offline Preguntas frecuentes La investigaci\u00f3n de mercados es una herramienta estrat\u00e9gica para cualquier organizaci\u00f3n que necesite tomar decisiones con base s\u00f3lida. Lanzar un nuevo servicio, validar una propuesta de valor, medir la percepci\u00f3n de marca [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":30265,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[88],"tags":[],"class_list":["post-30262","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contact-center"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Investigaci\u00f3n de mercados en Contact Center | Lanalden<\/title>\n<meta name=\"description\" content=\"Investigaci\u00f3n de mercados aplicada al Contact Center: analiza datos, mejora la experiencia de cliente y aumenta captaci\u00f3n y rentabilidad.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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