{"id":1066790,"date":"2026-04-22T09:26:27","date_gmt":"2026-04-22T16:26:27","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=1066790"},"modified":"2026-04-22T10:57:10","modified_gmt":"2026-04-22T17:57:10","slug":"questionpro-adquire-fathom","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/pt\/questionpro-adquire-fathom\/","title":{"rendered":"QuestionPro adquire Fathom: O futuro da investiga\u00e7\u00e3o \u00e9 agora &#8220;ag\u00eantico&#8221;"},"content":{"rendered":"\n<p><strong>AUSTIN, Texas, 21 de abril de 2026<\/strong> \u2014 Num movimento estrat\u00e9gico que redefine o panorama do <strong>Market Research<\/strong> e da <strong>Experience Management (XM)<\/strong>, a <strong>QuestionPro<\/strong>, gigante global em software de inqu\u00e9ritos, anunciou hoje a aquisi\u00e7\u00e3o da <strong>Fathom<\/strong>, a plataforma de vanguarda em an\u00e1lise de texto e intelig\u00eancia artificial qualitativa.<\/p>\n\n\n\n<p>Esta uni\u00e3o n\u00e3o \u00e9 apenas uma compra de tecnologia; \u00e9 a resposta definitiva ao maior desafio da investiga\u00e7\u00e3o moderna: <strong>como extrair valor real das respostas abertas em larga escala<\/strong>.<\/p>\n\n\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>O fim do &#8220;buraco negro&#8221; dos dados n\u00e3o estruturados<\/strong><\/h3>\n\n\n\n<p>At\u00e9 hoje, as empresas enfrentavam um dilema: recolher milhares de coment\u00e1rios de texto (dados n\u00e3o estruturados), mas carecer de tempo ou pessoal para os analisar manualmente. O resultado era, habitualmente, um resumo superficial gerado por uma IA gen\u00e9rica que perdia as nuances cr\u00edticas.<\/p>\n\n\n\n<p>Com a integra\u00e7\u00e3o da Fathom, a QuestionPro elimina esta barreira. A plataforma permite agora combinar a <strong>velocidade da IA com a precis\u00e3o da supervis\u00e3o humana<\/strong>, permitindo que os investigadores mantenham o controlo total sobre os <em>codeframes<\/em> enquanto a IA realiza o trabalho pesado.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Fathomer: A chegada da Investiga\u00e7\u00e3o Ag\u00eantica<\/strong><\/h3>\n\n\n\n<p>A joia da coroa nesta aquisi\u00e7\u00e3o \u00e9 o <strong>Fathomer<\/strong>, um sistema de investiga\u00e7\u00e3o ag\u00eantico integrado na plataforma Enterprise da QuestionPro. Ao contr\u00e1rio das ferramentas de an\u00e1lise de texto tradicionais, um sistema ag\u00eantico n\u00e3o se limita a &#8220;processar&#8221; dados, atuando como um copiloto inteligente capaz de:<\/p>\n\n\n\n<ul>\n<li><strong>Codifica\u00e7\u00e3o Tem\u00e1tica Aut\u00f3noma:<\/strong> Identifica padr\u00f5es e temas emergentes sem necessidade de pr\u00e9-configura\u00e7\u00e3o manual.<\/li>\n\n\n\n<li><strong>Codeframes Din\u00e2micos:<\/strong> Gera estruturas de c\u00f3digos personalizadas que evoluem \u00e0 medida que entram novas respostas.<\/li>\n\n\n\n<li><strong>Interroga\u00e7\u00e3o Flex\u00edvel:<\/strong> Permite aos investigadores &#8220;conversar&#8221; com os seus dados n\u00e3o estruturados, fazendo perguntas complexas como: <em>&#8220;Por que raz\u00e3o os clientes da Gera\u00e7\u00e3o Z na Europa est\u00e3o insatisfeitos com o processo de pagamento?&#8221;<\/em><\/li>\n\n\n\n<li><strong>An\u00e1lise Multilingue Nativa:<\/strong> Processa e categoriza sentimentos em dezenas de idiomas, eliminando as barreiras das investiga\u00e7\u00f5es globais.<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>O que significa isto para as organiza\u00e7\u00f5es?<\/strong><\/h3>\n\n\n\n<p>O impacto desta aquisi\u00e7\u00e3o ser\u00e1 sentido em m\u00faltiplos departamentos:<\/p>\n\n\n\n<ol start=\"1\">\n<li><strong>Experi\u00eancia do Cliente (CX):<\/strong> As equipas de CX poder\u00e3o detetar &#8220;sinais fracos&#8221; nos coment\u00e1rios dos clientes antes que se tornem tend\u00eancias de abandono (<em>churn<\/em>), permitindo uma resposta operacional imediata.<\/li>\n\n\n\n<li><strong>Recursos Humanos e Experi\u00eancia do Empregado (EX):<\/strong> Os inqu\u00e9ritos de clima organizacional geram frequentemente milhares de coment\u00e1rios honestos que ficam por ler. A QuestionPro e a Fathom permitir\u00e3o aos l\u00edderes de RH entender o sentimento real por tr\u00e1s do compromisso dos colaboradores de forma instant\u00e2nea.<\/li>\n\n\n\n<li><strong>Investiga\u00e7\u00e3o de Mercado Qualitativa:<\/strong> Os investigadores podem agora realizar estudos qualitativos com amostras quantitativas. O que antes exigia <em>focus groups<\/em> dispendiosos pode agora ser analisado atrav\u00e9s de perguntas abertas em inqu\u00e9ritos massivos com a mesma profundidade anal\u00edtica.<\/li>\n<\/ol>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Uma transi\u00e7\u00e3o fluida e segura<\/strong><\/h3>\n\n\n\n<p>Para os atuais clientes da Fathom, a not\u00edcia \u00e9 positiva. <strong>Tovah Paglaro<\/strong>, COO e Cofundadora da Fathom, destacou que a uni\u00e3o permitir\u00e1 escalar as suas capacidades:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p><em>&#8220;Ao unir a investiga\u00e7\u00e3o qualitativa \u00e0 escala com a recolha de dados sob o mesmo teto, estamos a acelerar a forma como as organiza\u00e7\u00f5es transformam o feedback n\u00e3o estruturado em a\u00e7\u00f5es concretas.&#8221;<\/em><\/p>\n<\/blockquote>\n\n\n\n<p>A QuestionPro confirmou que <strong>n\u00e3o haver\u00e1 interrup\u00e7\u00f5es no servi\u00e7o<\/strong> para os utilizadores da Fathom. Pelo contr\u00e1rio, estes beneficiar\u00e3o da infraestrutura global da QuestionPro, que inclui:<\/p>\n\n\n\n<ul>\n<li>Suporte t\u00e9cnico 24\/7 em m\u00faltiplos idiomas.<\/li>\n\n\n\n<li>Seguran\u00e7a de n\u00edvel empresarial (conformidade com GDPR, SOC2 e HIPAA).<\/li>\n\n\n\n<li>Uma suite de ferramentas integradas, desde pain\u00e9is de comunidades a an\u00e1lise de experi\u00eancia do cliente.<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Olhando para o futuro<\/strong><\/h3>\n\n\n\n<p>A aquisi\u00e7\u00e3o da Fathom posiciona a QuestionPro n\u00e3o apenas como um fornecedor de software, mas como um parceiro estrat\u00e9gico de intelig\u00eancia. Num mundo onde <strong>80% dos dados empresariais n\u00e3o s\u00e3o estruturados<\/strong>, a capacidade de entender o &#8220;porqu\u00ea&#8221; por tr\u00e1s dos n\u00fameros \u00e9 a vantagem competitiva definitiva.<\/p>\n\n\n\n<p>Com este movimento, a QuestionPro reafirma o seu compromisso de liderar a ind\u00fastria da investiga\u00e7\u00e3o atrav\u00e9s de uma IA \u00e9tica, transparente e, sobretudo, profundamente humana.<\/p>\n\n\n\n<p><strong>\u00c9 cliente da QuestionPro ou da Fathom?<\/strong> Se deseja saber como esta aquisi\u00e7\u00e3o o ir\u00e1 beneficiar, entre em contacto com o seu gestor de conta; teremos todo o gosto em esclarecer qualquer d\u00favida ou quest\u00e3o.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-layout-1 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-midnight-gradient-background has-background wp-element-button\" href=\"mailto:luis.vieria@questionpro.com\" style=\"border-radius:35px\">luis.vieria@questionpro.com<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>AUSTIN, Texas, 21 de abril de 2026 \u2014 Num movimento estrat\u00e9gico que redefine o panorama do Market Research e da [&hellip;]<\/p>\n","protected":false},"author":38,"featured_media":1066711,"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":[2155,2523],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>QuestionPro adquire Fathom: O futuro da investiga\u00e7\u00e3o \u00e9 agora &quot;ag\u00eantico&quot; | 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