Loading...
Publication
O impacto das metodologias criativas e de cocriação nos resultados de desempenho em agências de publicidade em Lisboa
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.69 MB | Adobe PDF | |||
| 187.19 KB | Adobe PDF |
Advisor(s)
Abstract(s)
Este estudo tem como objetivo investigar a utilização e
implementação da metodologia criativa do Design Thinking,
bem como outras metodologias e processos cocriativos, em
agências de publicidade na área da Grande Lisboa. Num
mundo em constante inovação, onde o mercado consumidor
passa por mudanças rápidas e a tecnologia desempenha um
papel cada vez mais presente na vida das pessoas, os
consumidores estão cada vez mais informados e seletivos em
relação às ofertas das empresas. Diante dessa realidade, as
empresas procuram ferramentas e metodologias criativas e
cocriativas, envolvendo, por vezes, o próprio consumidor, para
atender melhor às suas necessidades em constante evolução.
Os designers não estão apenas a criar para o
consumidor/utilizador final, mas também podem criar com e
para ele.
Este estudo concentra-se inicialmente em analisar a literatura
em três áreas fundamentais: 1) Publicidade: 1.1) Agências de
Publicidade; 2) Metodologias Criativas; 3) Processos de
cocriação. Essa revisão permite-nos compreender o verdadeiro
impacto dessas metodologias no campo da comunicação e
publicidade. Após a revisão teórica, realizámos uma pesquisa
quantitativa exploratória por meio de questionários online
para compreender o uso de metodologias criativas,
identificando as mais utilizadas, funcionais/relevantes, etc., em
ambientes de agência. Posteriormente, foram conduzidas
entrevistas com profissionais relevantes nas agências, a fim de
documentar e aprofundar o conhecimento prático,
desempenho e o retorno sobre o investimento obtidos por
meio da aplicação dessas metodologias. Em suma, este estudo
destaca a importância da implementação de metodologias
criativas e processos de cocriação nas agências de publicidade
na área da Grande Lisboa. Ele fornece informações valiosas
sobre o seu uso, benefícios e implicações práticas para o
desempenho das agências. Futuramente, esta pesquisa pode
servir como uma base para uma exploração e avanço
adicionais no campo das metodologias criativas e seu impacto
na eficácia da publicidade.
This study aims to investigate the usage and implementation of the creative methodology of Design Thinking, as well as other co-creative methodologies and processes, in advertising agencies in the Greater Lisbon area. In a world of constant innovation, where the consumer market undergoes rapid changes and technology plays an increasingly prominent role in people's lives, consumers are becoming more informed and selective in their choices of company offerings. Faced with this reality, companies seek creative and co-creative tools and methodologies, sometimes involving the consumers themselves, to better meet their ever-evolving needs. Designers are not only creating for the end consumer/user but can also create with and for them. This study initially focuses on analyzing the literature in three fundamental areas: 1) Advertising: 1.1) Advertising Agencies; 2) Creative Methodologies; 3) Co-creation Processes. This review allows us to understand the true impact of these methodologies in the field of communication and advertising. Following the theoretical review, we conducted an exploratory quantitative survey through online questionnaires to understand the usage of creative methodologies, identifying the most commonly used, functional/relevant ones, etc., in agency environments. Subsequently, interviews were conducted with relevant professionals in the agencies to document and deepen practical knowledge, performance, and return on investment achieved through the application of these methodologies. Overall, this study underscores the importance of incorporating creative methodologies and co creative processes in advertising agencies in the Greater Lisbon area. It provides valuable insights into their usage, benefits, and the practical implications for agency performance. Moving forward, this research can serve as a foundation for further exploration and advancement in the field of creative methodologies and their impact on advertising effectiveness.
This study aims to investigate the usage and implementation of the creative methodology of Design Thinking, as well as other co-creative methodologies and processes, in advertising agencies in the Greater Lisbon area. In a world of constant innovation, where the consumer market undergoes rapid changes and technology plays an increasingly prominent role in people's lives, consumers are becoming more informed and selective in their choices of company offerings. Faced with this reality, companies seek creative and co-creative tools and methodologies, sometimes involving the consumers themselves, to better meet their ever-evolving needs. Designers are not only creating for the end consumer/user but can also create with and for them. This study initially focuses on analyzing the literature in three fundamental areas: 1) Advertising: 1.1) Advertising Agencies; 2) Creative Methodologies; 3) Co-creation Processes. This review allows us to understand the true impact of these methodologies in the field of communication and advertising. Following the theoretical review, we conducted an exploratory quantitative survey through online questionnaires to understand the usage of creative methodologies, identifying the most commonly used, functional/relevant ones, etc., in agency environments. Subsequently, interviews were conducted with relevant professionals in the agencies to document and deepen practical knowledge, performance, and return on investment achieved through the application of these methodologies. Overall, this study underscores the importance of incorporating creative methodologies and co creative processes in advertising agencies in the Greater Lisbon area. It provides valuable insights into their usage, benefits, and the practical implications for agency performance. Moving forward, this research can serve as a foundation for further exploration and advancement in the field of creative methodologies and their impact on advertising effectiveness.
Description
Keywords
Metodologias criativas Cocriação Publicidade Agências de Publicidade