O poder das Decisões Inconscientes

0:02Você está ouvindo mais um episódio do canal 30 minutos de neuromarketing? Queremos que você mergulhe com a gente no mundo da neurociência aplicada a negócios. Nossos podcasts são sempre conduzidos por nossos especialistas em neuromarketing, Cibele Marques de Souza e João pentania. Vamos começar? Olá, eu e o João pentã. Estamos aqui com a Michele nidela para o episódio o poder das decisões inconscientes, como sempre acontece os episódios que a gente grava com convidados internacionais no final. A gente sempre faz uma resenha em português, então observe na legenda a minotagem certinha para você pular o conteúdo em inglês se você quiser, tá, Mitchell? Thank You forcepting of revitation i like to introduz yourself briefing and then and ensrole the fosse question that is what dos behaved euro Science actorly look like in your day today work?

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15:21Aquilo que a gente sempre fala, né? Laboratório, coisa na cabeça. A atuação dela está mais voltada para entender pessoas e como elas vivenciam produtos no mundo real. Ela diz que ela ajuda empresas a desenhar pesquisas mais eficientes. Que capture, e não apenas o que os consumidores dizem como suas experiências se desenrolam ao longo do tempo, antes, durante e depois do uso dos produtos que eles consomem. Isso inclui fatores sociais, psicológicos, fisiológicos e contextuais. Se o foco está em ajudar a empresas a fazer melhores perguntas e obter insights mais profundos e baseados em evidências.

15:55E aí eu comentei com ela que existe uma ênfase muito grande é em estudos de comportamento, na questão do sistema um, né? Na teoria do do Daniel Kannemann é e principalmente no sistema um e nas decisões não conscientes. Existe uma ênfase muito grande, né, quando a gente estuda comportamento em basear só nessas decisões não conscientes. E aí eu perguntei Pra Ela aqui, o que que não foi compreendido é o que que foi bem compreendido e onde que, né? Isso falhou?

16:23Né? E ela reconhece que houve avanços importantes ao considerar os processos não conscientes. Mas ela alerta que o conceito ele foi simplificado em excesso, né? Como diversos conceitos, né? São simplificados aí pela internet afora. Ela comenta que o erro foi tratar o sistema um como uma explicação única do comportamento, ignorando muitas vezes o papel do sistema 2. Segundo ela, os seres os seres humanos estão constantemente alternando entre processos conscientes e inconscientes.

16:54E as decisões elas não podem ser explicadas olhando apenas um deles. O risco está em transformar um conceito científico didático em um argumento de marketing, criando a falsa impressão de que o comportamento humano é mais simples de decodificar do que realmente é. Ela reforça que decisões importantes, como compras de alto valor. Envolvem deliberação consciente e que a realidade do comportamento humano é muito mais complexa do que essa divisão didática e simplificada, sugere. E aí eu comentei com ela que as empresas já investem muito em consumer in sites, que isso é uma coisa de marketing que sempre veio e acabou trade vindo muito depois disso, né? E aí perguntei Pra Ela, o que que falta nessas abordagens? Então, ela explica que os métodos tradicionais são eficazes para capturar o que as pessoas conseguem relatar. Mas deixam lacunas importantes nessas respostas. Ela diz que existe um gap entre o que as pessoas dizem e o que sentem e o que realmente fazem.

17:53E ela destaca que pesquisas declarativas não estão erradas, mas elas não são completas. Elas capturam a narrativa que o consumidor ou shopper constrói e mas não reflete toda a experiência vivida. Então aí tá o grande desafio. Dessas pesquisas, que é medir a experiência real do consumidor ou do shopping, incluindo mudanças emocionais ao longo do tempo, respostas fisiológicas e comportamentos efetivos. Segundo ela, o mercado já evolui muito na medição de opiniões, mas ainda está desenvolvendo muito e está muito aquém na compreensão completa da experiência do shopping.

18:31Bom, existe 11 crítica a muitas metodologias que tratam o gostar de algo como uma verdade, né? E a neurociência? Ela já provou que existe uma diferença, inclusive a nível neurológico entre gostar e querer algo, né? EE, realmente é não só querer, mas também efetivamente comprar algo, né? Inclusive, existe uma crítica muito grande em relação ao NPS por causa disso. E aí eu pedi Pra Ela um exemplo em que gostar não previu. O comportamento e aí ela afirmou que isso acontece com muita frequência, especialmente em categorias como alimentos.

19:06Muitas vezes o consumidor diz que gosta de um produto até comprá lo uma vez, mas não voltam a comprar. E aí ela destaca que o problema não está apenas na primeira compra, mas principalmente na recompra, que é o mais importante do ponto de vista mercadológico, né? O fato de gostar ou declarar intenção de compra não garante um comportamento consistente ao longo do tempo. Um exemplo ilustrativo é o caso de decisões de compra de alto valor. Uma pessoa pode gostar, por exemplo, de um carro esportivo caro, mas acaba comprando um modelo mais econômico e funcional, pois atende melhor as suas necessidades reais. Isso mostra que o comportamento de compra envolve múltiplos fatores e não pode ser explicado apenas pelo gostar. E aí pra finalizar, eu comentei com ela que com o avanço de ferramentas como Oya, a biometria e o Airbus, o mundo mudou bastante, né?

19:57E eu perguntei Pra Ela o que que entusiasma a ela e o que a preocupa? E ela destaca que o principal avanço está na capacidade de analisar grandes volumes de dados, especialmente dados qualitativos, que permite transformar informações ricas em análises mais escaláveis. AEA também possibilita modelar sistemas complexos, como o funcionamento do cérebro, ampliando o poder de análise. Por outro lado, ela alerta para o risco de super valorização dessas tecnologias, que há uma tendência de confiar excessivamente em ferramentas novas apenas por serem tecnológicas, o que pode levar a uma simplificação indevida.

20:34Então, ela cita como exemplo o os wharables, que podem só visar dados e perder nuances importantes. E que o uso de e a que muitas vezes reduz a complexidade dos dados a médias ou padrões simplificados. Segundo ela, é essencial reconhecer as limitações dessas ferramentas e evitar a perda da Riqueza e diversidade de informações, mantendo um olhar crítico e cuidadoso da interpretação desses dados que a gente obtém. Curtiu? Compartilhe o link do episódio com os seus amigos nas redes sociais.

21:07Visite nosso site, www.neuromarketing.com.br neuromarketing com t mudo e saiba como a ciência comportamental e o neuromarketing podem otimizar sua comunicação, orçamento e maximizar as vendas da sua empresa.