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Publication
Espaço multissensorial infantil: um projeto em cocriação
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.27 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A envolvente do marketing infantil é extremamente complexa e a comunicação com crianças muito restritiva. Conhecer como as crianças escolhem as suas marcas e produtos, de forma saudável, com base em experiências positivas, é fundamental para a sustentabilidade das marcas e canais de distribuição. Este projeto tem como objetivo criar um espaço multissensorial para crianças numa superfície comercial, onde possam escolher conscientemente os seus produtos, com base em informação e experiências adequadas à sua idade. Para desenvolver o projeto foi utilizado o modelo de cocriação de Payne, Storbacka e Frow (2008). Os dados foram recolhidos junto de especialistas, pais e crianças, através de entrevistas e reuniões de grupo. Após a análise de conteúdo, foi possível materializar o projeto e propor uma maquete do espaço e verificar a sua viabilidade.
Kids & teens marketing context is extremely complex and communication with this target very restrictive. Understand how children choose their brands and products, on a healthy way and based in positive experiences, is key for brands and distribution channels sustainability. This project aims to create a multi-sensory space for children, in a shopping center, where they may choose consciously their brands and products, based on information and experiences appropriate to their age. To develop the project was applied Payne, Storbacka and Frow (2008) co-creation model. Data was collected from experts, parents and children, through interviews and focus group. By applying a content analysis was possible to materialize the project, propose a multi sensorial space and verify its viability.
Kids & teens marketing context is extremely complex and communication with this target very restrictive. Understand how children choose their brands and products, on a healthy way and based in positive experiences, is key for brands and distribution channels sustainability. This project aims to create a multi-sensory space for children, in a shopping center, where they may choose consciously their brands and products, based on information and experiences appropriate to their age. To develop the project was applied Payne, Storbacka and Frow (2008) co-creation model. Data was collected from experts, parents and children, through interviews and focus group. By applying a content analysis was possible to materialize the project, propose a multi sensorial space and verify its viability.
Description
Keywords
Marketing infantil Marketing multissensorial Co-criação