{"id":92560,"date":"2020-04-13T05:00:52","date_gmt":"2020-04-13T12:00:52","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=92560"},"modified":"2020-04-13T05:00:52","modified_gmt":"2020-04-13T12:00:52","slug":"investigacao-motivacional","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/pt-br\/investigacao-motivacional\/","title":{"rendered":"O que \u00e9 a investiga\u00e7\u00e3o motivacional?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">A investiga\u00e7\u00e3o motivacional \u00e9 um tipo de pesquisa de mercado realizada com o objetivo de explicar quais s\u00e3o as raz\u00f5es pelas quais os consumidores se comportam de uma certa maneira.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Essa metodologia tenta descobrir e entender o que os consumidores n\u00e3o entendem sobre si mesmos. Ele tamb\u00e9m permite que voc\u00ea saiba o que influencia seu comportamento e o que voc\u00ea n\u00e3o pode reconhecer, como seu ambiente cultural e social.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A investiga\u00e7\u00e3o motivacional tenta analisar todos esses fatores para conhecer o mercado e as necessidades do cliente, e sua rela\u00e7\u00e3o com um produto ou servi\u00e7o espec\u00edfico, e que, dessa forma, pode influenci\u00e1-los.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Caracter\u00edsticas da investiga\u00e7\u00e3o motivacional\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Algumas das caracter\u00edsticas da investiga\u00e7\u00e3o motivacional s\u00e3o as seguintes:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">\u00c9 baseado no fato de que os clientes nem sempre est\u00e3o cientes do motivo de suas a\u00e7\u00f5es.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">\u00c9 uma investiga\u00e7\u00e3o que permite coletar dados qualitativos.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Tenta descobrir os sentimentos, atitudes e emo\u00e7\u00f5es ocultas das pessoas em rela\u00e7\u00e3o ao uso de um produto ou servi\u00e7o.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Foi projetada para descobrir o que motiva os consumidores.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A pesquisa de mercado concentra-se no que os consumidores fazem e a investiga\u00e7\u00e3o motivacional sobre por que eles fazem isso.<\/span><\/span><\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.questionpro.com\/blog\/pt-br\/pesquisa-emocional\/\" target=\"_blank\" rel=\"bookmark noopener noreferrer\">Conhe\u00e7a o impacto e os benef\u00edcios da pesquisa emocional<\/a><\/p>\n<h2><span style=\"font-weight: 400;\">T\u00e9cnicas de investiga\u00e7\u00e3o motivacional<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">As principais t\u00e9cnicas de investiga\u00e7\u00e3o motivacional s\u00e3o as seguintes:<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Observa\u00e7\u00e3o<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Este m\u00e9todo permite ao pesquisador derivar hip\u00f3teses que nos permitem entender o comportamento humano.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A observa\u00e7\u00e3o \u00e9 uma t\u00e9cnica f\u00e1cil, especialmente quando os consumidores est\u00e3o em situa\u00e7\u00f5es de compra. No entanto, os pesquisadores devem ser discretos no processo.<\/span><\/p>\n<p><a href=\"https:\/\/www.questionpro.com\/blog\/pt-br\/gestao-da-experiencia-do-cliente\/\" target=\"_blank\" rel=\"bookmark noopener noreferrer\">Gest\u00e3o da experi\u00eancia do cliente: como implement\u00e1-lo na sua empresa?<\/a><\/p>\n<h3><span style=\"font-weight: 400;\">Focus group<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Este m\u00e9todo permite ao pesquisador derivar hip\u00f3teses que nos permitem entender o comportamento humano.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A observa\u00e7\u00e3o \u00e9 uma t\u00e9cnica f\u00e1cil, especialmente quando os consumidores est\u00e3o em situa\u00e7\u00f5es de compra. No entanto, os pesquisadores devem ser discretos no processo.<\/span><\/p>\n<p><a href=\"https:\/\/www.questionpro.com\/blog\/pt-br\/focus-group\/\" target=\"_blank\" rel=\"bookmark noopener noreferrer\">Focus group<\/a><\/p>\n<h3><span style=\"font-weight: 400;\">Entrevista detalhada<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Essa \u00e9 a t\u00e9cnica mais importante para a investiga\u00e7\u00e3o motivacional. Uma entrevista pessoal, longa e individual.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Grande parte do poder da entrevista em profundidade depende do conhecimento do pesquisador, pois \u00e9 necess\u00e1rio que ele crie um relacionamento emp\u00e1tico com os participantes e gere um sentimento de confian\u00e7a e compreens\u00e3o m\u00fatuas.<\/span><\/p>\n<p>Leia tamb\u00e9m: <a href=\"https:\/\/www.questionpro.com\/blog\/pt-br\/tecnicas-de-coleta-de-dados\/\" target=\"_blank\" rel=\"bookmark noopener noreferrer\">A entrevista, uma das t\u00e9cnicas de coleta de dados<\/a><\/p>\n<h2><span style=\"font-weight: 400;\">Vantagens\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Entre as vantagens mais importantes da investiga\u00e7\u00e3o motivacional est\u00e3o as seguintes:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Permite que as empresas saibam por que os clientes podem ou n\u00e3o comprar um produto ou um servi\u00e7o.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Permite identificar seu p\u00fablico e criar estrat\u00e9gias de marketing personalizadas.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Concede desenvolver a marca, criar estrat\u00e9gias que atraem a aten\u00e7\u00e3o do p\u00fablico e atinjam a fidelidade do cliente.<\/span><\/li>\n<\/ul>\n<p>Veja: <a href=\"https:\/\/www.questionpro.com\/blog\/pt-br\/niveis-de-satisfacao-do-cliente\/\" target=\"_blank\" rel=\"bookmark noopener noreferrer\">Quais s\u00e3o os n\u00edveis de satisfa\u00e7\u00e3o do cliente?<\/a><\/p>\n<h2><span style=\"font-weight: 400;\">Import\u00e2ncia da investiga\u00e7\u00e3o motivacional<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A investiga\u00e7\u00e3o motivacional \u00e9 muito importante para as empresas, principalmente pela marca e pela cria\u00e7\u00e3o de suas estrat\u00e9gias de marketing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Com esse m\u00e9todo, \u00e9 poss\u00edvel conhecer em detalhes o comportamento dos clientes, embora isso seja complexo. Dessa forma, ser\u00e3o compreendidos, at\u00e9 influenciados.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gra\u00e7as \u00e0 investiga\u00e7\u00e3o motivacional, os pesquisadores n\u00e3o precisam adivinhar o que faz seus clientes felizes, mas desenvolver uma abordagem mais cient\u00edfica e bem-sucedida.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Se voc\u00ea deseja conduzir uma investiga\u00e7\u00e3o motivacional e conhecer bem seus clientes, use a QuestionPro. Realize pesquisas quantitativas e qualitativas on-line e off-line com facilidade! Agende uma demonstra\u00e7\u00e3o agora e conhe\u00e7a todas as nossas fun\u00e7\u00f5es.<\/span><\/p>\n<p>Tamb\u00e9m recomendamos: <a href=\"https:\/\/www.questionpro.com\/blog\/pt-br\/tecnicas-qualitativas\/\" target=\"_blank\" rel=\"bookmark noopener noreferrer\">T\u00e9cnicas qualitativas de pesquisa de mercado \u2013 conhe\u00e7a agora!<\/a><\/p>\n<p><span style=\"font-weight: 400;\">Para agilizar seu processo de trabalho e para que tenha recursos que enriquecem seu projeto de pesquisa, utilize uma plataforma online de pesquisa, te convido a conhecer a<\/span><a href=\"https:\/\/www.questionpro.com\/pt-br\/\"><span style=\"font-weight: 400;\"> Questionpro<\/span><\/a><span style=\"font-weight: 400;\">, uma solu\u00e7\u00e3o completa em pesquisa e intelig\u00eancia de mercado.\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/EPKW5TZxSIk\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">Siga-nos nas redes sociais e receba sempre dicas e novidades:<\/span><a href=\"https:\/\/www.facebook.com\/QuestionPro.Pesquisas.Online\/\"><span style=\"font-weight: 400;\"> Facebook<\/span><\/a><span style=\"font-weight: 400;\">,<\/span><a href=\"https:\/\/twitter.com\/QuestionProBr\"><span style=\"font-weight: 400;\"> Twitter<\/span><\/a><span style=\"font-weight: 400;\">,<\/span><a href=\"https:\/\/www.linkedin.com\/company\/questionpro-br\/\"><span style=\"font-weight: 400;\"> Linkedin<\/span><\/a><span style=\"font-weight: 400;\">,<\/span><a href=\"https:\/\/www.instagram.com\/questionprobr\"> <span style=\"font-weight: 400;\">Instagram<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A investiga\u00e7\u00e3o motivacional \u00e9 um tipo de pesquisa de mercado realizada com o objetivo de explicar quais s\u00e3o as raz\u00f5es [&hellip;]<\/p>\n","protected":false},"author":77,"featured_media":92563,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[243,223],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Investiga\u00e7\u00e3o motivacional: conhe\u00e7a as principais caracter\u00edsticas<\/title>\n<meta name=\"description\" content=\"Descubra o que \u00e9 a investiga\u00e7\u00e3o motivacional e as diferentes t\u00e9cnicas existentes para saber o que influencia a tomada de decis\u00e3o de seus clientes.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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