I-ejensi yocwaningo lwemakethe i-GfK isivele ikhona 3 iminyaka engumlingani unomphela we-Institute of Brilliant Failures. Sikhulume no-Edwin Bas, inhloko yoMnyango Wezempilo, mayelana nefilosofi yesikhungo maqondana nocwaningo lwemakethe kanye nokubaluleka kocwaningo lwemakethe lokudala umthelela ngezinto ezintsha.. I-GfK Health isanda kutholwa inkampani yocwaningo lwemakethe i-Ipsos.
Ugqozi lwe-GfK Health (hhayi Ipsos) ukwenza ukunakekelwa kwezempilo kube sobala kakhulu futhi kulawuleke ngocwaningo lwemakethe, ngenhloso yokunakekelwa okungcono nokufinyeleleka kalula. Lokhu bakwenza ngokwenza ucwaningo lwemakethe phakathi kwamaqembu ahlukene okuhlosiwe njengeziguli, abahlinzeki bezempilo kanye nabashwalense bezempilo. I-Ipsos yenza ucwaningo lwemakethe egameni lezibhedlela, phakathi kokunye, ezemithi, izinkampani zobuchwepheshe bezokwelapha, imishwalense yezempilo, izinhlangano zeziguli kanye nohulumeni.
Ngokuka-Edwin Bas, ungabona ukunakekelwa kwezempilo njengebhokisi lesihlabathi elakhiwe nguhulumeni endaweni yokudlala enkulu, lapho ochwepheshe bezokunakekelwa kwempilo banganikeza khona okuthile. Imakethe yamahhala, kodwa ngaphakathi kwezinhlaka ezichazwe ngokuqinile. Lokhu kuholele ohlelweni oluyinkimbinkimbi lwamandla ezimakethe alawulwayo, lapho amaqembu kumele aqhubeke nokufuna ukulingana phakathi kokukwazi ukukhokhela nekhwalithi. Lokho kudinga ukuguquguquka nokuqamba okusha okuqhubekayo ukuze uqhubeke nokuhlangabezana nemingcele. Lokhu kuqanjwa kabusha ngokwencazelo kuhilela ukuzama kanye nephutha futhi kuphakamisa imibuzo emisha yebhizinisi. I-Ipsos izibophezele ekuphenduleni lezi ngokubuza ababambiqhaza, ukuze isiguli ekugcineni sithole ukunakekelwa kwekhwalithi ephezulu nokuthengekayo. Ukuqamba kanye nekhwalithi kuphakathi.
“Kuyaphawuleka ukuthi izinkampani zivame ukuqala ngephrojekthi ethile noma zilethe 'indlela entsha' emakethe ngaphandle kokwenza ucwaningo olunzulu ngaphambili.. Lokhu kudla isikhathi nemali. Kodwa uma kungekho ukulungiselela okuhle, amaphrojekthi avame ukuphela ngokwehluleka kanye nomthelela ohlosiwe, ukunakekelwa okungcono, azifezeki kahle. Njengabaxhasi be-Institute for Brilliant Failures, sifuna, ingathanda ukwazisa ngokubaluleka kocwaningo olunzulu lwemakethe ukuze kuvinjelwe ukuhlupheka okungadingekile.”
Isikhungo socwaningo i-GfK nayo kwadingeka ibhekane nokwehluleka okuhle ngaleso sikhathi, amaphrojekthi lapho ukukhushulwa okuhlosiwe kungaphumelelanga. Amaphrojekthi anjalo abonakala ngokuhlanganyela phakathi nezikhathi zokufunda okwabelwana ngazo zangaphakathi. Isibonelo sephrojekthi ehlulekile ukuqapha kwesibhedlela 2012. Isizathu sokwakhiwa kwaleli qapha kwaba isibalo esingapheli sohlu lwezikhundla zezibhedlela ezikhethwayo ezinokwehluka okuphawulekayo kwenani lezibhedlela. 1. I-Hospital monitor iyimephu kazwelonke ekhombisa izintandokazi zamaDashi (iziguli kanye nodokotela abajwayelekile) ezibhedlela ezithile, ihlukaniswe ngezinto ezifana nokukhethekile/umnyango, ukufinyeleleka, isifunda njll. Umbono waleli thuluzi ukuthi lizofaka isandla ekunakekeleni izinga ngoba izibhedlela zingakwazi ukuthuthukisa ukunakekelwa kwazo ngendlela ehlosiwe uma kuqhathaniswa nezibhedlela ezincintisanayo endaweni.. Kuyamangaza ukuthi iziguli zazikhethele isibhedlela ikakhulukazi ezindabeni ezingokoqobo ezifana nokufinyeleleka, izinketho zokupaka njll. base kanye noGPs bavuliwe (okomuntu siqu) othintana nabo esibhedlela esithintekayo.
Ngokuphambene ngokuphelele nakho konke obekulindelwe, umqaphi wokuqaliswa wehlulekile. “Besicabanga ukuthi sinombukiso ezandleni zethu, kodwa izibhedlela azizange ziwuthenge lo mshini. Kufanele ngabe ngabe sikuhlole kangcono esikulindele kubo bonke ababambiqhaza ezibhedlela.”
Isithiyo esikhulu kwaba ukuthola umuntu ofanele. “Awungeni nje ebhodini labaqondisi bezibhedlela bese sithunyelwa emaphoyiseni.”
Kuwo wonke umdlandla, bekunakwe okuncane kakhulu endabeni yokuthengisa. Ekugcineni wadonsa ipulaki. Namuhla, ukubaluleka okukhulu kunanyathiselwe ekuhlolweni kweziguli, okuthiwa yi-PROMS: Imiphumela yokunakekelwa ebikwe isiguli ekhombisa umbono wesiguli kanye nokwazisa ngemiphumela yokwelashwa kwaso kanye ne-PREMS: 'Izinto ezibikwe ngesiguli', ekala ukuthi isiguli sikuthola kanjani ukunakekelwa kwezempilo, njengokuxhumana nomhlinzeki wokunakekela. Lokhu akuzange kwenzeke ngesikhathi kwethulwa umshini wokuqapha esibhedlela.
Isifundo esibalulekile kule phrojekthi kwaba ukubaluleka kokuhlola kahle udaba lwebhizinisi phakathi kwalo lonke iqembu okuhlosiwe. Ngakho-ke ungavele uhlole kumsebenzisi ohlosiwe, kodwa nakukhasimende elihlosiwe. Uma ubheka ku-methodology ye-Institute for Brilliant Failures, i-archetype 'Indawo engenalutho etafuleni' iyasebenza lapha.; labo okwakudingeka banqume ngokuthenga abahlanganyeli kuphrojekthi kusengaphambili. Ngaphezu kwalokho, 'I-diver of Acapulco' iyasebenza, i-archetype mayelana nesikhathi; emisha yayingaphambi kwesikhathi sayo.
Okuhlangenwe nakho okunjalo kuyisizathu sokusekela umsebenzi wesikhungo. "Njengomxhasi we-Institute for Brilliant Failures, singathanda ukwazisa ngokubaluleka kocwaningo olunzulu lwemakethe ukuvimbela ukuhlupheka okungadingekile." Ucwaningo lunganikeza ukuqonda kokuthi ababambiqhaza abahlukene bacabanga ngakho, yiluphi ulwazi olukhona noma yini engekho, yiziphi izithakazelo ezidlala indima futhi okubaluleke kakhulu ukuthi yiziphi izidingo zeqembu eliqondiwe(phakathi) uku. Kuphinde kube nomthelela ekwazini nasekulindeleni indawo eyinkimbinkimbi osebenza kuyo. Ngale ndlela singasebenza enhlanganweni efundayo. Kubalulekile futhi ukwabelana ngemiphumela ngokwesakhiwo.”