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As preferências publicitárias em função da personalidade: Um caso de estudo sobre smartphones
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Orientador(es)
Resumo(s)
A importância dos dados psicográficos – como a personalidade, os valores e as crenças – para melhor
conhecer os clientes é conhecida e correntemente utilizada, ainda que indiretamente, em diversas
áreas de negócio. Não obstante, verifica-se ainda alguma apreensão em recorrer a este tipo de
informação, quer pela dificuldade de obtenção da mesma, por ter uma abordagem complexa, ou por
se considerarem dados subjetivos e muito dependentes do contexto em que são recolhidos.
A literatura oferece, no entanto, algumas soluções cada vez mais expeditas para se obter este tipo de
dados e comprova existir uma relação entre os conteúdos pelos quais alguém se interessa e a sua
personalidade.
Esta dissertação pretende não só explicar essas relações, de modo a facilitar a caraterização
psicográfica de uma população-alvo, mas principalmente avaliar a possibilidade de se verificarem, para
cada segmento dessa população, diferentes reações aos vários estímulos publicitários utilizados no
relacionamento com o cliente.
Com base na literatura e através do desenvolvimento e aplicação de um questionário, foi possível
conhecer as estratégias de influência mais adequadas a cada segmento de clientes. Para tal, foi ainda
criado um modelo preditivo que permite prever qual a campanha publicitária com que cada cliente
mais se deverá identificar.
Com esta abordagem, comprovou-se o valor da personalidade para um melhor conhecimento da
população-alvo. Verificou-se que, com recurso a modelos preditivos, é possível identificar os clientes
mais suscetíveis de estar interessados em receber publicidade, bem como personalizar as mensagens
publicitárias utilizadas com cada cliente, tornando-as assim mais relevantes.
The importance of psychographic data – such as personality, values and beliefs – to better understand customers is well recognized and already used in some areas of business. However, there’s still a generalized apprehension about resorting to this type of information, either because of the difficulty in obtaining it, for its complex approach, or for considering it subjective and very dependent on the context in which is collected. However, the literature offers some increasingly simpler solutions for obtaining this type of data and proves that there is a relationship between our content preferences (books, music, movies, hobbies) and our personality. This master thesis aims not only to explain the relations between content and personality, in order to facilitate the psychographic characterization of a target population, but most importantly to evaluate the possibility of an existing relation between people’s personality and their reaction to different advertising stimuli. Based on the literature and through the development and the application of a questionnaire, it was thus possible to know the most appropriate influence strategies for each customer segment. To this end, it was also created a predictive model that allows us to know which advertising campaign each customer most identifies with. With this approach, the value of personality to better understand the target population has been proven. It was found that, using predictive models, it was possible to identify the customers most likely to be interested in receiving advertising, as well as to customize the advertising messages used with each customer, thus making them more relevant.
The importance of psychographic data – such as personality, values and beliefs – to better understand customers is well recognized and already used in some areas of business. However, there’s still a generalized apprehension about resorting to this type of information, either because of the difficulty in obtaining it, for its complex approach, or for considering it subjective and very dependent on the context in which is collected. However, the literature offers some increasingly simpler solutions for obtaining this type of data and proves that there is a relationship between our content preferences (books, music, movies, hobbies) and our personality. This master thesis aims not only to explain the relations between content and personality, in order to facilitate the psychographic characterization of a target population, but most importantly to evaluate the possibility of an existing relation between people’s personality and their reaction to different advertising stimuli. Based on the literature and through the development and the application of a questionnaire, it was thus possible to know the most appropriate influence strategies for each customer segment. To this end, it was also created a predictive model that allows us to know which advertising campaign each customer most identifies with. With this approach, the value of personality to better understand the target population has been proven. It was found that, using predictive models, it was possible to identify the customers most likely to be interested in receiving advertising, as well as to customize the advertising messages used with each customer, thus making them more relevant.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research e CRM
Palavras-chave
Personalidade HEXACO Princípios de Influência Modelo Preditivo CRM Personality Principles of Persuasion Predictive Model