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Aplicação da metodologia das 16 personalidades Myers-Briggs para o estudo do público-alvo e criação de personas
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| 1.96 MB | Adobe PDF |
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Abstract(s)
A metodologia de testes de personalidade MBTI - Myers-Briggs, atualmente, muito utilizada na área de Recursos Humanos, mais especificamente, na gestão de equipas e nos processos de recrutamento, permite o estudo e compreensão de padrões de comportamentos, através da codificação de 16 personalidades. Esta metodologia compreende como é que cada tipo de personalidade se comporta e processa a informação nos vários contextos, tanto profissional como pessoal, que, em possível consequência, afetará a forma como as suas decisões de consumo são tomadas. Tendo esta definição em vista, o presente estudo pretende avaliar em que medida a exploração e aplicação desta metodologia na área criativa, mais concretamente na fase de planeamento de campanhas publicitárias e estudo do público-alvo — após uma análise qualitativa e quantitativa do mesmo — , poderá ser útil na sua categorização e organização de dados recolhidos, e vantajosa na construção de personas, de forma a otimizar a aplicação de estratégias de comunicação e potencializar os seus resultados, através da otimização da semiologia utilizada no design e publicidade adequadas a cada personalidade. Este estudo, em caso de sucesso, pretende superar os desafios atuais da crescente fragmentação de media e comunicação, permitindo às empresas desenvolverem campanhas one-to-one, cada vez mais personalizadas. Como forma de concretização, pretende-se realizar a análise de artigos sobre a metodologia, compilação de estudos realizados durante mais de 80 anos sobre a matéria, assim como realização de entrevistas semiestruturadas a profissionais da área da publicidade, de forma a confirmar a veracidade da hipótese em estudo, no cumprimento do objetivo da presente pesquisa.
The MBTI - Myers-Briggs personality testing methodology, currently widely used in Human Resources area, more specifically, in team management and recruitment processes, allows the study and understanding of behavioral patterns, through the coding of 16 personalities. This methodology understands how each personality type behaves and processes information in various contexts, both professional and personal, which, as a possible consequence, will affect the way in which their consumption decisions are made. With this definition in mind, the present study aims to evaluate the extent to which the exploration and application of this methodology in the creative area, more specifically in the planning phase of advertising campaigns and study of the target audience – after a qualitative and quantitative analysis of the same —, it could be useful in categorizing and organizing collected data, and advantageous in building personas, in order to optimize the application of communication strategies and enhance their results, through the optimization of the semiology used in design and advertising suited to each personality. This study, if successful, aims to overcome the current challenges of the growing fragmentation of media and communication, allowing companies to develop one-to-one, increasingly personalized campaigns. As a way of achieving this, the aim is to analyze articles on the methodology, compile studies carried out over more than 80 years on the subject, as well as conduct semi-structured interviews with professionals in the field of advertising, in order to confirm the validity of the hypothesis under study, in line with the objective of the present research.
The MBTI - Myers-Briggs personality testing methodology, currently widely used in Human Resources area, more specifically, in team management and recruitment processes, allows the study and understanding of behavioral patterns, through the coding of 16 personalities. This methodology understands how each personality type behaves and processes information in various contexts, both professional and personal, which, as a possible consequence, will affect the way in which their consumption decisions are made. With this definition in mind, the present study aims to evaluate the extent to which the exploration and application of this methodology in the creative area, more specifically in the planning phase of advertising campaigns and study of the target audience – after a qualitative and quantitative analysis of the same —, it could be useful in categorizing and organizing collected data, and advantageous in building personas, in order to optimize the application of communication strategies and enhance their results, through the optimization of the semiology used in design and advertising suited to each personality. This study, if successful, aims to overcome the current challenges of the growing fragmentation of media and communication, allowing companies to develop one-to-one, increasingly personalized campaigns. As a way of achieving this, the aim is to analyze articles on the methodology, compile studies carried out over more than 80 years on the subject, as well as conduct semi-structured interviews with professionals in the field of advertising, in order to confirm the validity of the hypothesis under study, in line with the objective of the present research.
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Keywords
Planeamento Público-alvo Personas MBTI