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A Experiência Sensorial no Digital: Um estudo sobre os desafios sensoriais na jornada do consumidor de cosmética
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Resumo(s)
Este estudo investiga de que forma os estímulos sensoriais influenciam a jornada do consumidor de cosmética, particularmente no contexto da transição entre os canais físico e digital. Partindo dos contributos do marketing sensorial e da literatura sobre a jornada do consumidor, a investigação procura compreender como as limitações sensoriais do ambiente online afetam o processo de decisão e de que modo os consumidores compensam a ausência de contacto físico com o produto. Recorrendo a uma metodologia qualitativa, que combina entrevistas semiestruturadas com análise netnográfica de websites e comentários de consumidores, o estudo evidencia que os sentidos, especialmente o olfato, o tato e a visão, desempenham um papel determinante na perceção de qualidade, prazer e confiança. O cheiro e a textura emergem como fatores críticos que orientam a experimentação e validam a decisão de compra, reforçando a importância do ponto de venda físico. Os resultados demonstram que o digital é valorizado pela conveniência e pelo acesso à informação, mas é percecionado como insuficiente para substituir a experiência sensorial presencial. Deste modo, a jornada de compra revela-se híbrida e interdependente, articulando pesquisa online e validação em loja. O estudo contribui para a compreensão da experiência de consumo contemporânea como um processo phygital e multissensorial, no qual os canais físico e digital se complementam e em que a integração entre emoção, tecnologia e sensorialidade se torna essencial para compreender o comportamento do consumidor.
This study explores how sensory stimuli influence the consumer journey in the cosmetics sector, particularly within the transition between physical and digital channels. Building on the foundations of sensory marketing and consumer journey theory, the research examines how the sensory limitations of online environments affect decision-making and how consumers compensate for the lack of physical contact with products. Using a qualitative approach that combines semi-structured interviews with a netnographic analysis of websites and consumer comments, the study reveals that the senses—especially smell, touch, and vision—play a decisive role in shaping perceptions of quality, pleasure, and trust. Scent and texture emerge as critical factors guiding experimentation and purchase validation, reinforcing the relevance of physical stores in the overall decision process. The findings show that while digital channels are valued for their convenience, accessibility, and information richness, they remain insufficient to replace the sensory depth of in-store experiences. Consequently, the consumer journey unfolds as a hybrid and interdependent process, where online research and physical validation coexist. The study contributes to a deeper understanding of contemporary consumption as a phygital and multisensory experience in which physical and digital touchpoints complement each other, and where the integration of emotion, technology, and sensorially becomes central to understanding consumer behaviour.
This study explores how sensory stimuli influence the consumer journey in the cosmetics sector, particularly within the transition between physical and digital channels. Building on the foundations of sensory marketing and consumer journey theory, the research examines how the sensory limitations of online environments affect decision-making and how consumers compensate for the lack of physical contact with products. Using a qualitative approach that combines semi-structured interviews with a netnographic analysis of websites and consumer comments, the study reveals that the senses—especially smell, touch, and vision—play a decisive role in shaping perceptions of quality, pleasure, and trust. Scent and texture emerge as critical factors guiding experimentation and purchase validation, reinforcing the relevance of physical stores in the overall decision process. The findings show that while digital channels are valued for their convenience, accessibility, and information richness, they remain insufficient to replace the sensory depth of in-store experiences. Consequently, the consumer journey unfolds as a hybrid and interdependent process, where online research and physical validation coexist. The study contributes to a deeper understanding of contemporary consumption as a phygital and multisensory experience in which physical and digital touchpoints complement each other, and where the integration of emotion, technology, and sensorially becomes central to understanding consumer behaviour.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Data Science for Marketing
Palavras-chave
Marketing sensorial Jornada do consumidor Cosmética Experiência phygital Omnicanalidade Experiência multissensorial Sensory marketing Consumer journey Cosmetics Phygital experience Omnichannel Multisensory experience