Michele Galdino Câmara Signoretti Business Affective Persona

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Michele Galdino Câmara Signoretti Business Affective Persona Universidade de Departamento de Economia, Gestão, Aveiro Engenharia Industrial e Turismo 2019 MICHELE GALDINO BUSINESS AFFECTIVE PERSONA - BAP: CÂMARA UM MODELO DE CRIAÇÃO DE SIGNORETTI PERSONAS EMPRESARIAIS EMPÁTICAS Universidade de Departamento de Economia, Gestão Aveiro Engenharia Industrial e Turismo 201 9 MICHELE GALDINO BUSINESS AFFECTIVE PERSONA - BAP: CÂMARA UM MODELO DE CRIAÇÃO DE SIGNORETTI PERSONAS EMPRESARIAIS EMPÁTICAS BUSINESS AFFECTIVE PERSONA – BAP: A MODEL FOR CREATING EMPHATIC BUSINESS PERSONAS Tese apresentada à Universidade de Aveiro para cumprimento dos requisitos necessários à obtenção do grau de Doutor em Turismo, realizada sob a orientação científica do Doutor Carlos Manuel Martins da Costa, Professor Catedrático do Departamento de Economia, Gestão, Engenharia Industrial e Turismo da Universidade de Aveiro, e da Doutora Fernanda Ariane Silva Carrera, Professora da Escola de Comunicação da Universidade Federal do Rio de Janeiro. Esta tese tem o apoio da Coordenação de Aperfeiçoamento de Pessoal de Nível Superior – CAPES “Não há próxima grande coisa, apenas o próximo passo em uma história que se desenrola de como as pessoas usam a tecnologia para serem mais elas mesmas”. Erika Hall Conversational Design (2018). O júri / The jury Presidente / President Prof. Doutor Nuno Miguel Gonçalves Borges de Carvalho Professor Catedrático da Universidade de Aveiro Vogais / Committee Prof. Doutor Carlos de Oliveira Fernandes Professor Coordenador, Instituto Politécnico de Viana do Castelo Profª. Doutora Anabela Gomes Correia Professora Coordenadora, Instituto Politécnico de Setúbal Prof. Doutor Rui Vinhas da Silva Professor Associado com Agregação, Iscte - Instituto Universitário de Lisboa Profª. Doutora Zélia Maria de Jesus Breda Professora Auxiliar, Universidade de Aveiro Prof. Doutor Carlos Manuel Martins da Costa Professor Catedrático, Universidade de Aveiro (Orientador/Supervisor) Agradecimentos Aos meus Paizinhos do céu, por sempre dialogarem comigo. Acknowledgement Escondidos estiveram nas pessoas empáticas que não me deixaram parar. Assim como o WiFi, usam o WiFé para se comunicar. Nesse ambiente pós-digital de agora, são meus maiores modelos de Persona Onipresente, Transmidiática, Afetiva e Empática, capazes de transformar qualquer coisa ou ser humano. Obrigada por me fazerem confiar no meu Self! À minha família, alicerce de toda educação, amor, fé, afetividade e empatia que poderia sonhar em ter. Mãe, Paty, Cleber, Elias, Davi e Pai, obrigada por apoiarem o meu desafio, a distância física, a saudade e todas as dores e alegrias desses quatro anos. Ao meu esposo Alberto, aquele que sugeriu o tema, a quem amo e admiro! Apoiou-me em tudo e acreditou que eu conseguiria desenvolvê-lo mesmo sem eu acreditar. Obrigada por me inspirar e me desafiar a ser melhor, sempre. Ao professor Carlos, por toda presença e experiência como orientador. Por apoiar esta investigação com entusiasmo e constantes palavras de incentivo, ensinando-me o verdadeiro sentido de um processo de investigação. À professora Fernanda Carrera, uma importante referência para a temática desta tese e que aceitou de pronto me coorientar e me apoiar. Trouxe com ela, além do conhecimento, o tom necessário de humor e leveza para impulsionar o trabalho. À professora Josefina Delgado, meu apoio inicial ainda na elaboração do projeto de tese. À professora Sandra Soares, pelas referências em psicologia. Aos professores do Degeit que ajudaram direta e/ou indiretamente neste trabalho, nomeadamente a professora Zélia Breda e Filipa Brandão. À equipe de pesquisa, Margarida, Medéia e Dina, que me acolheram com paciência e generosidade. Ao professor Antonio Pedro Costa, por sua sempre atenção nas orientações de uso do software webQDA. À Manuela Cruz e a toda equipe do restaurante Saladas +. Como escrevi no relatório entregue a eles, foi a melhor família que a Persona Empresarial poderia ter. Aos amigos jovens profissionais da Era Pós-Digital, que me ajudaram na produção do vídeo, fotos, site, grupos focais e marketing de conteúdo. Aos imigrantes em Aveiro, que também incluem meus amigos/irmãos portugueses. E tantas outras pessoas empáticas que passaram por mim nesses quatro anos, que me deram força para concluir. À Coordenação de Aperfeiçoamento de Pessoal de Nível Superior – CAPES, pelo apoio financeiro para a realização desta tese. A todos que não me deixaram parar, meu muito obrigada! Palavras-chave Persona, Comunicação Pós-digital, Negócios Afetivos Empatia. Resumo No mundo dos negócios, as constantes mudanças de comportamento da sociedade do século XXI desafiam a capacidade das organizações em geral de entender e dominar hábitos de consumo. Muitas empresas estão deixando de existir por falta de adaptação ao digital, empatia e afetividade nos relacionamentos. As pessoas buscam “voz humana” na comunicação com as empresas. Ponderando esse cenário, o modelo BAP busca espelhar o novo tipo de narrativa da era digital, que descarta o unidirecional e estático e que toca o consumidor com o movimento de todos os fenômenos afetivos de forma empática. A ideia por trás dessas proposições é, usando um modelo afetivo, fazer com que, em um determinado contexto, o comportamento do “negócio” possa ser percebido pelo consumidor como sendo um comportamento presumivelmente humano. Trata-se de um processo de desenvolvimento simples, iterativo e interativo, que tem como alicerces princípios do método Persona, Design Thinking e Storytelling. Para tanto, foi realizado um estudo empírico em uma pequena e média empresa da cidade de Aveiro, região centro de Portugal. O modelo foi aplicado com o objetivo de criar uma persona empresarial, que interaja nos seus canais de comunicação através de uma narrativa de base comum (conexão) e simultaneamente vigilante na coerência entre o discurso e a prática. A partir da aplicação do modelo BAP foi possível analisar a viabilidade e as possíveis melhoras tanto do processo como das interações entre gestão, colaboradores e consumidores. A investigação seguiu uma metodologia de abordagem qualitativa, em que se pretendeu descrever e analisar/avaliar um modelo de criação de personas empresariais empáticas, bem como seus produtos finais. A investigação é fundamentalmente descritiva e exploratória. O modelo BAP foi proposto, essencialmente, com base na revisão narrativa da literatura e nos resultados que emergiram das Partes 2 e 3 da tese. Do ponto de vista exploratório, foi avaliado, por um lado, o potencial técnico e didático do modelo BAP, aplicado em uma empresa, e, por outro lado, a análise dos pontos fortes e fracos do processo utilizado. Como técnicas de recolha de dados, recorreu-se a uma entrevista, dois grupos focais, um inquérito online e a observação direta participante. Quanto às técnicas de análise de dados, optou-se pela análise de conteúdo e pela análise estatística descritiva. Keywords Persona, Post-Digital Communication, Business Affective, Empathy. Abstract In the organizational world, the constant changes in the behaviour of XXI century society challenge the ability of organizations to understand and master consumer habits. As a result, many companies are ceasing to exist due to the lack of digital adaptation, empathy and affection in relationships, mainly because people search for a ‘human voice’ in their communication with companies. Within this framework, a model was developed aiming at creating a business Persona, who interacts in the enterprise communication channels through a common base narrative (connection) and which is simultaneously vigilant in what concerns the coherence between the company's discourse and practice. Thus, the BAP (Business Affective Persona) emerged as a reflection of the new narrative in the digital era which discards the unidirectional and static, touching the consumer through affection and empathy. The reason behind this idea is to use the affective model as a way for customers to associate the business behaviour with the human characteristics. Which can be a simple, iterative and interactive development process when underpinned in the principles of Persona, Design Thinking and Storytelling methods. The research is based on a qualitative approach which aimed to describe, analyse and evaluate the application of the model in creating empathic business Personas, and its derivate products. To support the research, an empirical study at a small and medium enterprise of the city of Aveiro, in the central region of Portugal, was carried out. The data collection was based on interviews, two focus groups, an online survey and direct participant observation. The BAP model emerged from the literature review and the results from parts 2 and 3 of the theses, while the totality of data was analysed through content analysis and descriptive statistical analysis. From the exploratory point of view, on one hand, the BAP model was evaluated in what concerned its technical didactic potential and its application to an SME. While on the other hand, the strengths and weaknesses of the process could be observed, too. From the application of the BAP model, it was possible to analyse the feasibility and improvements in the operations and interactions existent in a SME, mainly in what concern the management of the triad, managers, staff and customers. ÍNDICE LISTA DE TABELAS I LISTA DE FIGURAS III LISTA DE GRÁFICOS VI LISTA DE ABREVIATURAS VII CAPÍTULO 1 – APRESENTAÇÃO DA INVESTIGAÇÃO 1 1.1 TEMA E RELEVÂNCIA 1 1.2 QUESTÕES DE INVESTIGAÇÃO 5 1.3 OBJETIVOS (GERAL E ESPECÍFICO) 6 1.4 HIPÓTESES 6 1.5 VISÃO GERAL DA METODOLOGIA
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