Th\u1ea5u hi\u1ec3u ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00e1p \u1ee9ng s\u1ef1 \u0111\u1ed5i m\u1edbi.<\/p>\n
Trong th\u1ebf gi\u1edbi li\u00ean t\u1ee5c \u0111\u1ed5i m\u1edbi, cu\u1ed9c \u0111ua \u0111\u1ec3 t\u1ea1o ra s\u1ea3n ph\u1ea9m \u0111\u1ed9t ph\u00e1 l\u00e0 kh\u00f4ng ng\u1eebng. V\u00f4 s\u1ed1 n\u1ed7 l\u1ef1c trong l\u0129nh v\u1ef1c s\u00e1ng t\u1ea1o \u0111\u00e3 ti\u1ebft l\u1ed9 \u0111i\u1ec1u th\u00fa v\u1ecb. T\u1ea1i sao th\u01b0\u1eddng xuy\u00ean c\u00f3 nh\u1eefng v\u1ea5p ng\u00e3 v\u00e0 th\u1ea5t b\u1ea1i?<\/p>\n
B\u1edfi v\u00ec nhi\u1ec1u nh\u00e0 s\u00e1ng t\u1ea1o b\u1ecf l\u1ee1 b\u01b0\u1edbc c\u01a1 b\u1ea3n. \u0110\u00f3 l\u00e0 th\u1ef1c s\u1ef1 l\u1eafng nghe nh\u1eefng ng\u01b0\u1eddi m\u00e0 h\u1ecd \u0111ang c\u1ed1 g\u1eafng gi\u00fap \u0111\u1ee1. \u0110i\u1ec1u n\u00e0y c\u00f2n \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 \u201cconsumer immersion” (th\u1ea5u hi\u1ec3u ng\u01b0\u1eddi ti\u00eau d\u00f9ng).<\/p>\n
V\u1ec1 c\u1ed1t l\u00f5i, t\u01b0 duy thi\u1ebft k\u1ebf c\u00f3 ngu\u1ed3n g\u1ed1c t\u1eeb d\u00e2n t\u1ed9c h\u1ecdc. \u0110\u00e2y l\u00e0 m\u1ed9t ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u t\u1eadp trung v\u00e0o vi\u1ec7c hi\u1ec3u con ng\u01b0\u1eddi th\u00f4ng qua quan s\u00e1t. T\u01b0 duy thi\u1ebft k\u1ebf lu\u00f4n nh\u1ea5n m\u1ea1nh m\u1ed1i li\u00ean k\u1ebft quan tr\u1ecdng gi\u1eefa vi\u1ec7c hi\u1ec3u r\u00f5 v\u1ea5n \u0111\u1ec1 c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 vi\u1ec7c cung c\u1ea5p c\u00e1c gi\u1ea3i ph\u00e1p thi\u1ebft k\u1ebf hi\u1ec7u qu\u1ea3. B\u1ea3n ch\u1ea5t c\u1ee7a t\u01b0 duy thi\u1ebft k\u1ebf kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t qu\u00e1 tr\u00ecnh. H\u01a1n n\u1eefa, t\u01b0 duy thi\u1ebft k\u1ebf l\u00e0 m\u1ed9t cu\u1ed9c h\u00e0nh tr\u00ecnh kh\u00e1m ph\u00e1 \u0111i s\u00e2u v\u00e0o c\u1ea3m x\u00fac, tr\u1ea3i nghi\u1ec7m, kh\u00e1t v\u1ecdng v\u00e0 th\u1eed th\u00e1ch c\u1ee7a con ng\u01b0\u1eddi.<\/p>\n
Th\u1eadt \u0111\u00e1ng kinh ng\u1ea1c khi c\u00f3 nhi\u1ec1u nh\u00e0 s\u00e1ng t\u1ea1o b\u1ecf qua b\u01b0\u1edbc quan tr\u1ecdng l\u00e0 quan s\u00e1t ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong cu\u1ed9c s\u1ed1ng \u0111\u1eddi th\u01b0\u1eddng. Thay v\u00e0o \u0111\u00f3, h\u1ecd d\u1ef1a v\u00e0o c\u00e1c bu\u1ed5i h\u1ed9i th\u1ea3o v\u00e0 ph\u00e1t tri\u1ec3n \u00fd t\u01b0\u1edfng. Kh\u00f4ng bao gi\u1edd \u0111\u1eb7t vai tr\u00f2 l\u00e0 ng\u01b0\u1eddi d\u00f9ng cu\u1ed1i. Do \u0111\u00f3, s\u1ef1 l\u01a1 l\u00e0 n\u00e0y ch\u00ednh l\u00e0 nguy\u00ean nh\u00e2n d\u1eabn \u0111\u1ebfn th\u1ea5t b\u1ea1i trong vi\u1ec7c th\u1ea5u hi\u1ec3u ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n
H\u00e3y \u0111\u1ed1i m\u1eb7t v\u1edbi s\u1ef1 th\u1eadt kh\u1eafc nghi\u1ec7t: Th\u1ed1ng k\u00ea c\u1ee7a c\u1ed1 gi\u00e1o s\u01b0 Clayton Christensen \u2013 Tr\u01b0\u1eddng Kinh doanh Harvard. H\u1ecd cho r\u1eb1ng trong s\u1ed1 30.000 s\u1ea3n ph\u1ea9m ti\u00eau d\u00f9ng m\u1edbi \u0111\u01b0\u1ee3c gi\u1edbi thi\u1ec7u h\u00e0ng n\u0103m, c\u00f3 t\u1edbi 95% th\u1ea5t b\u1ea1i. Trong khi \u0111\u00f3, nghi\u00ean c\u1ee9u kh\u00e1c \u0111\u01b0a ra tri\u1ec3n v\u1ecdng l\u1ea1c quan h\u01a1n, t\u1ef7 l\u1ec7 th\u1ea5t b\u1ea1i dao \u0111\u1ed9ng quanh m\u1ee9c 50% (McKinsey & Company<\/a>). V\u1edbi c\u00e1c \u1ee9ng d\u1ee5ng d\u00e0nh cho thi\u1ebft b\u1ecb di \u0111\u1ed9ng, t\u1ef7 l\u1ec7 th\u00e0nh c\u00f4ng th\u1eadm ch\u00ed c\u00f2n th\u1ea5p h\u01a1n, v\u1edbi 99,5% \u1ee9ng d\u1ee5ng ti\u00eau d\u00f9ng kh\u00f4ng th\u00e0nh c\u00f4ng<\/a>. H\u1ea7u h\u1ebft \u0111\u1ec1u \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng v\u00ec \u201cch\u00fang t\u00f4i c\u00f3 k\u1ef9 thu\u1eadt \u0111\u1ec3 l\u00e0m vi\u1ec7c \u0111\u00f3\u201d. Tuy nhi\u00ean, b\u1ea1n c\u00f3 th\u1ec3 l\u00e0m kh\u00f4ng c\u00f3 ngh\u0129a l\u00e0 b\u1ea1n n\u00ean l\u00e0m.<\/p>\n L\u00fd do ch\u00ednh cho s\u1ef1 th\u1ea5t b\u1ea1i n\u00e0y r\u1ea5t \u0111\u01a1n gi\u1ea3n \u2013 h\u1ecd kh\u00f4ng gi\u1ea3i quy\u1ebft \u0111\u01b0\u1ee3c v\u1ea5n \u0111\u1ec1 ho\u1eb7c kh\u00f4ng \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c nhu c\u1ea7u th\u1ef1c ti\u1ec5n. Google Glass l\u00e0 v\u00ed d\u1ee5: m\u1ed9t s\u00e1ng t\u1ea1o tuy\u1ec7t v\u1eddi nh\u01b0ng l\u1ea1i th\u1ea5t b\u1ea1i v\u00ec kh\u00f4ng gi\u1ea3i quy\u1ebft \u0111\u01b0\u1ee3c nhu c\u1ea7u c\u01a1 b\u1ea3n c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n T\u00f3m l\u1ea1i, c\u1ed1t l\u00f5i c\u1ee7a \u0111\u1ed5i m\u1edbi l\u00e0 gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1, \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 n\u00e2ng cao tr\u1ea3i nghi\u1ec7m. S\u1ef1 \u0111\u1ed5i m\u1edbi kh\u00f4ng ph\u1ea3i l\u00e0 t\u1ea1o ra gi\u1ea3i ph\u00e1p cho nh\u1eefng v\u1ea5n \u0111\u1ec1 kh\u00f4ng t\u1ed3n t\u1ea1i.<\/p>\n V\u00ec v\u1eady, l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 ch\u00fang ta kh\u00e1m ph\u00e1 v\u00e0 hi\u1ec3u r\u00f5 nh\u1eefng v\u1ea5n \u0111\u1ec1 n\u00e0y? Vi\u1ec7c quan s\u00e1t ch\u00ednh l\u00e0 ch\u00eca kh\u00f3a. \u0110\u1ec3 th\u1ea5u hi\u1ec3u ng\u01b0\u1eddi ti\u00eau d\u00f9ng, ch\u00fang ta ph\u1ea3i xem, l\u1eafng nghe. H\u01a1n n\u1eefa, ph\u1ea3i h\u00f2a m\u00ecnh v\u00e0o th\u1ebf gi\u1edbi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Nh\u01b0ng t\u1ea1i sao vi\u1ec7c quan s\u00e1t l\u1ea1i t\u1ed1t h\u01a1n vi\u1ec7c \u0111\u1eb7t c\u00e2u h\u1ecfi?<\/p>\n T\u1ea5t c\u1ea3 ch\u00fang ta \u0111\u1ec1u c\u00f3 nh\u1eefng \u0111\u1ecbnh ki\u1ebfn ri\u00eang. Ch\u00fang ta qu\u00ean \u0111i\u1ec1u g\u00ec \u0111\u00f3, nh\u1edb sai \u0111i\u1ec1u g\u00ec \u0111\u00f3. V\u00e0 th\u01b0\u1eddng ch\u00fang ta mu\u1ed1n th\u1ec3 hi\u1ec7n b\u1ea3n th\u00e2n d\u01b0\u1edbi m\u1ed9t g\u00f3c nh\u00ecn thu\u1eadn l\u1ee3i h\u01a1n. \u0110\u1eb7c bi\u1ec7t l\u00e0 trong m\u00f4i tr\u01b0\u1eddng ki\u1ec3m so\u00e1t nh\u01b0 l\u00fac th\u1ea3o lu\u1eadn nh\u00f3m. Trong nh\u00f3m, m\u1ecdi ng\u01b0\u1eddi c\u00f3 th\u1ec3 n\u00f3i r\u1eb1ng h\u1ecd ng\u1ee7 ngon, \u0103n u\u1ed1ng l\u00e0nh m\u1ea1nh, t\u1eadp th\u1ec3 d\u1ee5c th\u01b0\u1eddng xuy\u00ean v\u00e0 th\u1eadm ch\u00ed c\u00f2n mua hoa cho b\u1ea1n g\u00e1i. Tuy nhi\u00ean, \u0111i\u1ec1u \u0111\u00f3 kh\u00f4ng ho\u00e0n to\u00e0n l\u00e0 s\u1ef1 th\u1eadt. Quan s\u00e1t h\u00e0nh vi th\u1ef1c t\u1ebf mang l\u1ea1i c\u00e1i nh\u00ecn trung th\u1ef1c v\u1ec1 nh\u1eefng g\u00ec ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0m ch\u1ee9 kh\u00f4ng ch\u1ec9 nh\u1eefng g\u00ec h\u1ecd n\u00f3i h\u1ecd l\u00e0m.<\/p>\n Ch\u1eb3ng h\u1ea1n, n\u1ebfu b\u1ea1n \u0111ang nghi\u00ean c\u1ee9u m\u1ed9t lo\u1ea1i \u0111\u1ed3 u\u1ed1ng m\u1edbi. B\u1ea1n s\u1ebd mu\u1ed1n xem m\u1ecdi ng\u01b0\u1eddi h\u00e0nh \u0111\u1ed9ng nh\u01b0 th\u1ebf n\u00e0o trong x\u00e3 h\u1ed9i. N\u1ebfu li\u00ean quan \u0111\u1ebfn th\u1ef1c ph\u1ea9m, b\u1ea1n c\u00f3 th\u1ec3 quan s\u00e1t c\u00e1ch m\u1ecdi ng\u01b0\u1eddi mua s\u1eafm, c\u00e1ch h\u1ecd n\u1ea5u \u0103n \u1edf nh\u00e0. H\u01a1n n\u1eefa, b\u1ea1n c\u00f3 th\u1ec3 quan s\u00e1t tr\u1ebb em \u1edf tr\u01b0\u1eddng, ki\u1ec3m tra h\u00e0nh vi c\u1ee7a ch\u00fang trong c\u0103n tin ho\u1eb7c tr\u00ean \u0111\u01b0\u1eddng v\u1ec1 nh\u00e0. B\u00ean c\u1ea1nh \u0111\u00f3, ngay c\u1ea3 nh\u1eefng ho\u1ea1t \u0111\u1ed9ng t\u01b0\u1edfng ch\u1eebng b\u00ecnh th\u01b0\u1eddng, nh\u01b0ng c\u0169ng r\u1ea5t c\u1ea7n thi\u1ebft \u0111\u1ec3 hi\u1ec3u c\u00e1ch m\u1ecdi ng\u01b0\u1eddi s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n.<\/p>\n S\u1ee9c m\u1ea1nh c\u1ee7a s\u1ef1 quan s\u00e1t \u0111\u1ec3 hi\u1ec3u ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/h3>\n