Pesquisa de marketing e user experience: Banco Next

Detalhes bibliográficos
Autor(a) principal: Kowalsetskyj, Caroline Petrovskyj
Data de Publicação: 2018
Tipo de documento: Trabalho de conclusão de curso
Idioma: por
Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
Texto Completo: https://repositorio.pucsp.br/jspui/handle/handle/33661
Resumo: The objective of this thesis is to study the main research methods used in Marketing and User Experience Design. An analysis will be made comparing the different processes used in marketing and User Experience (UX) research, as well as their utilities. The methodology of research used in this thesis will be exploratory, where the primary and secondary data collected through bibliographies, documental data and a case study was used to gain familiarity with the topic. Through the use of qualitative data research, an interview with the the startup called banco NEXT, owned by the bank of Bradesco will be stated in order to show how User Experience (UX) research tools can be used, as well as marketing research, to develop a product or service. The final objective is to state the benefits a company can obtain through joining Marketing and User Experience professionals through the research processes of understand the market and user in order to obtain a deeper and more complete view of the targeted public and market
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spelling Palandi Júnior, JoséKowalsetskyj, Caroline Petrovskyj2023-07-05T19:22:00Z2023-07-05T19:22:00Z2018-03-02Kowalsetskyj, Caroline Petrovskyj. Pesquisa de marketing e user experience: Banco Next. 2018. Monografia de Especialização (Especialização em MBA em Marketing) - Faculdade de Economia, Administração, Contábeis e Atuariais da Pontifícia Universidade Católica de São Paulo, São Paulo, 2018.https://repositorio.pucsp.br/jspui/handle/handle/33661The objective of this thesis is to study the main research methods used in Marketing and User Experience Design. An analysis will be made comparing the different processes used in marketing and User Experience (UX) research, as well as their utilities. The methodology of research used in this thesis will be exploratory, where the primary and secondary data collected through bibliographies, documental data and a case study was used to gain familiarity with the topic. Through the use of qualitative data research, an interview with the the startup called banco NEXT, owned by the bank of Bradesco will be stated in order to show how User Experience (UX) research tools can be used, as well as marketing research, to develop a product or service. The final objective is to state the benefits a company can obtain through joining Marketing and User Experience professionals through the research processes of understand the market and user in order to obtain a deeper and more complete view of the targeted public and marketO objetivo deste trabalho é estudar os principais métodos de pesquisa utilizados na área de Marketing e de User Experience. A natureza da pesquisa caracteriza-se como exploratória, onde buscou-se familiarizar com o tema pela abordagem de pesquisa qualitativa, através de dados primárias e secundários. Utilizou-se dados bibliográficos, documentais e um estudo de caso, por meio de uma entrevista com a empresa R/GA contratada para desenvolver os trabalhos de User Experience (UX) e estratégias de negócios, do banco NEXT. Com tudo isso, pretende-se mostrar os benefícios que uma empresa pode obter em unir profissionais de marketing e user experience durante o processo de pesquisa de usuário e de marketing, para obter uma visão mais aprofundada e completa do seu público alvo e mercadoporPontifícia Universidade Católica de São PauloEspecialização em MBA em MarketingPUC-SPBrasilFaculdade de Economia, Administração, Contábeis e AtuariaisCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOUXUser experienceExperiência do usuárioPesquisa de user experienceMarketingPesquisa de marketingBanco NEXTUXDUser experienceUser experience researchMarketingMarketing ResearchBanco NEXTPesquisa de marketing e user experience: Banco Nextinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/bachelorThesisinfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da PUC_SPinstname:Pontifícia Universidade Católica de São Paulo (PUC-SP)instacron:PUC_SPORIGINALCAROLINE PETROVSKYJ KOWALSETSKYJ.pdfapplication/pdf12615349https://repositorio.pucsp.br/xmlui/bitstream/handle/33661/1/CAROLINE%20PETROVSKYJ%20KOWALSETSKYJ.pdfd099944ca7d5c3355bc5d5022e6973c8MD51TEXTCAROLINE PETROVSKYJ KOWALSETSKYJ.pdf.txtCAROLINE PETROVSKYJ KOWALSETSKYJ.pdf.txtExtracted texttext/plain107529https://repositorio.pucsp.br/xmlui/bitstream/handle/33661/2/CAROLINE%20PETROVSKYJ%20KOWALSETSKYJ.pdf.txta833c960c56901967fae58dfe17e8582MD52THUMBNAILCAROLINE PETROVSKYJ KOWALSETSKYJ.pdf.jpgCAROLINE PETROVSKYJ KOWALSETSKYJ.pdf.jpgGenerated Thumbnailimage/jpeg1240https://repositorio.pucsp.br/xmlui/bitstream/handle/33661/3/CAROLINE%20PETROVSKYJ%20KOWALSETSKYJ.pdf.jpg96b3cf679fa24888c3e063a6842c7b7eMD53handle/336612023-07-06 01:11:04.416oai:repositorio.pucsp.br:handle/33661Biblioteca Digital de Teses e Dissertaçõeshttps://sapientia.pucsp.br/https://sapientia.pucsp.br/oai/requestbngkatende@pucsp.br||rapassi@pucsp.bropendoar:2023-07-06T04:11:04Biblioteca Digital de Teses e Dissertações da PUC_SP - Pontifícia Universidade Católica de São Paulo (PUC-SP)false
dc.title.pt_BR.fl_str_mv Pesquisa de marketing e user experience: Banco Next
title Pesquisa de marketing e user experience: Banco Next
spellingShingle Pesquisa de marketing e user experience: Banco Next
Kowalsetskyj, Caroline Petrovskyj
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
UX
User experience
Experiência do usuário
Pesquisa de user experience
Marketing
Pesquisa de marketing
Banco NEXT
UXD
User experience
User experience research
Marketing
Marketing Research
Banco NEXT
title_short Pesquisa de marketing e user experience: Banco Next
title_full Pesquisa de marketing e user experience: Banco Next
title_fullStr Pesquisa de marketing e user experience: Banco Next
title_full_unstemmed Pesquisa de marketing e user experience: Banco Next
title_sort Pesquisa de marketing e user experience: Banco Next
author Kowalsetskyj, Caroline Petrovskyj
author_facet Kowalsetskyj, Caroline Petrovskyj
author_role author
dc.contributor.advisor1.fl_str_mv Palandi Júnior, José
dc.contributor.author.fl_str_mv Kowalsetskyj, Caroline Petrovskyj
contributor_str_mv Palandi Júnior, José
dc.subject.cnpq.fl_str_mv CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
topic CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
UX
User experience
Experiência do usuário
Pesquisa de user experience
Marketing
Pesquisa de marketing
Banco NEXT
UXD
User experience
User experience research
Marketing
Marketing Research
Banco NEXT
dc.subject.por.fl_str_mv UX
User experience
Experiência do usuário
Pesquisa de user experience
Marketing
Pesquisa de marketing
Banco NEXT
dc.subject.eng.fl_str_mv UXD
User experience
User experience research
Marketing
Marketing Research
Banco NEXT
description The objective of this thesis is to study the main research methods used in Marketing and User Experience Design. An analysis will be made comparing the different processes used in marketing and User Experience (UX) research, as well as their utilities. The methodology of research used in this thesis will be exploratory, where the primary and secondary data collected through bibliographies, documental data and a case study was used to gain familiarity with the topic. Through the use of qualitative data research, an interview with the the startup called banco NEXT, owned by the bank of Bradesco will be stated in order to show how User Experience (UX) research tools can be used, as well as marketing research, to develop a product or service. The final objective is to state the benefits a company can obtain through joining Marketing and User Experience professionals through the research processes of understand the market and user in order to obtain a deeper and more complete view of the targeted public and market
publishDate 2018
dc.date.issued.fl_str_mv 2018-03-02
dc.date.accessioned.fl_str_mv 2023-07-05T19:22:00Z
dc.date.available.fl_str_mv 2023-07-05T19:22:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/bachelorThesis
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dc.identifier.citation.fl_str_mv Kowalsetskyj, Caroline Petrovskyj. Pesquisa de marketing e user experience: Banco Next. 2018. Monografia de Especialização (Especialização em MBA em Marketing) - Faculdade de Economia, Administração, Contábeis e Atuariais da Pontifícia Universidade Católica de São Paulo, São Paulo, 2018.
dc.identifier.uri.fl_str_mv https://repositorio.pucsp.br/jspui/handle/handle/33661
identifier_str_mv Kowalsetskyj, Caroline Petrovskyj. Pesquisa de marketing e user experience: Banco Next. 2018. Monografia de Especialização (Especialização em MBA em Marketing) - Faculdade de Economia, Administração, Contábeis e Atuariais da Pontifícia Universidade Católica de São Paulo, São Paulo, 2018.
url https://repositorio.pucsp.br/jspui/handle/handle/33661
dc.language.iso.fl_str_mv por
language por
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.publisher.none.fl_str_mv Pontifícia Universidade Católica de São Paulo
dc.publisher.program.fl_str_mv Especialização em MBA em Marketing
dc.publisher.initials.fl_str_mv PUC-SP
dc.publisher.country.fl_str_mv Brasil
dc.publisher.department.fl_str_mv Faculdade de Economia, Administração, Contábeis e Atuariais
publisher.none.fl_str_mv Pontifícia Universidade Católica de São Paulo
dc.source.none.fl_str_mv reponame:Biblioteca Digital de Teses e Dissertações da PUC_SP
instname:Pontifícia Universidade Católica de São Paulo (PUC-SP)
instacron:PUC_SP
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