{"id":16069,"date":"2018-05-27T09:27:39","date_gmt":"2018-05-27T09:27:39","guid":{"rendered":"https:\/\/blogs.funiber.org\/pt\/?p=16069"},"modified":"2018-05-25T10:18:45","modified_gmt":"2018-05-25T10:18:45","slug":"funiber-neuromarketing-esportivo","status":"publish","type":"post","link":"https:\/\/www.funiber.blog\/pt\/esportes\/2018\/05\/27\/funiber-neuromarketing-esportivo","title":{"rendered":"Neuromarketing no setor esportivo"},"content":{"rendered":"<h2>Novas tecnologias s\u00e3o lan\u00e7adas para medir as emo\u00e7\u00f5es dos f\u00e3s durante os jogos, e com os resultados, analisar as melhores estrat\u00e9gias de marketing no setor esportivo<\/h2>\n<p>Como os torcedores vivem os jogos de seu time? Com emo\u00e7\u00e3o, provavelmente dir\u00e1. E esta emo\u00e7\u00e3o pode ser agora analisada atrav\u00e9s do chamado neuromarketing, uma nova forma de conhecer a efici\u00eancia das campanhas publicit\u00e1rias.<!--more--><\/p>\n<p>A <a href=\"https:\/\/www.estudarnafuniber.com\/funi-concursos\/2018\/05\/21\/inscricoes-abertas-para-o-funimundial-2018\" target=\"_blank\" rel=\"noopener\">Copa do Mundo da R\u00fassia 2018<\/a> ser\u00e1 um campo de experimenta\u00e7\u00e3o para algumas ferramentas deste novo tipo de marketing. A <a href=\"http:\/\/www.forebrain.com.br\/pt\/index.php\" target=\"_blank\" rel=\"noopener\">Forebrain<\/a>, empresa brasileira de pesquisas em neuromarketing, em conjunto com a <a href=\"https:\/\/www.ipsos.com\/pt-br\" target=\"_blank\" rel=\"noopener\">Ipsos<\/a>, empresa de pesquisa e intelig\u00eancia de mercados, criaram um radar de marcas para analisar as ativa\u00e7\u00f5es das marcas durante o torneio.<\/p>\n<p>Na Espanha, recentemente a <a href=\"http:\/\/neurologyca.com\/\" target=\"_blank\" rel=\"noopener\">Neurologyca<\/a>, empresa espanhola enfocada em pesquisas na \u00e1rea de neuromarketing, lan\u00e7ou a Neurofan, tecnologia que poder\u00e1 dar dados sobre o impacto das marcas no \u00e2mbito mais emocional do torcedor. A ferramenta elabora um estudo sobre os focos de aten\u00e7\u00e3o, a intensidade da emo\u00e7\u00e3o, o tipo de sentimento provocado, entre outros aspectos. Com estes dados, ser\u00e1 poss\u00edvel quantificar certos resultados das estrat\u00e9gias de patroc\u00ednio esportivo.<\/p>\n<p>Estas novas tecnologias usam instrumentos pr\u00f3prios do campo da neuroci\u00eancia como s\u00e3o por exemplo o reconhecimento facial de pequenas express\u00f5es vinculadas \u00e0s emo\u00e7\u00f5es comparados com o ritmo card\u00edaco e o controle da chamada resposta galv\u00e2nica da pele (uma medida de estimula\u00e7\u00e3o que oferece informa\u00e7\u00f5es sobre as emo\u00e7\u00f5es, muito usado em detector de mentiras).<\/p>\n<p>Juan Gra\u00f1a, fundador da empresa espanhola, explica que a ferramenta Neurofan pode medir se a marca est\u00e1 no lugar mais adequado para a estrat\u00e9gia de marketing, e saber \u201cse suscita as emo\u00e7\u00f5es que buscavam os patrocinadores desta marca com base cient\u00edfica e informa\u00e7\u00e3o emp\u00edrica, algo que n\u00e3o \u00e9 poss\u00edvel com as ferramentas que at\u00e9 agora estavam dispon\u00edveis no mercado\u201d, afirmou.<\/p>\n<p><strong>Neuromarketing<\/strong><\/p>\n<p>Considerada uma nova ci\u00eancia, o neuromarketing \u00e9 capaz de pesquisar o comportamento do consumidor e prever os pr\u00f3ximos passos e desejos. Re\u00fane o campo do marketing com pesquisas da neuroci\u00eancia para entender a l\u00f3gica do consumo.<\/p>\n<p>Est\u00e1 formada por tr\u00eas campos que s\u00e3o a pesquisa, geralmente realizada por centros especializados e neurocientistas; servi\u00e7os de marketing como a pesquisa de mercado e a an\u00e1lise de m\u00eddias; e a aplica\u00e7\u00e3o destes conhecimentos atrav\u00e9s de consultorias e treinamentos.<\/p>\n<p>A <a href=\"http:\/\/www.funiber.org.br\/\" target=\"_blank\" rel=\"noopener\">FUNIBER<\/a> patrocina o <a href=\"https:\/\/www.funiber.org.br\/mestrado-em-atividade-fisica-treinamento-e-gestao-esportiva\" target=\"_blank\" rel=\"noopener\">Mestrado em Atividade F\u00edsica: Treinamento e Gest\u00e3o Esportiva<\/a>, que possibilita uma capacita\u00e7\u00e3o com novos conhecimentos e t\u00e9cnicas para empresas que atuam no setor esportivo.<\/p>\n<p>Fontes:<\/p>\n<p id=\"titulo-5b057007ca4741ea648b4593\" class=\"js-headline\"><a href=\"http:\/\/www.expansion.com\/directivos\/deporte-negocio\/2018\/05\/24\/5b057007ca4741ea648b4593.html\" target=\"_blank\" rel=\"noopener\">La ciencia ya mide las emociones de los fans<\/a><\/p>\n<p class=\"subtitulo\"><a href=\"http:\/\/www.meioemensagem.com.br\/home\/ultimas-noticias\/2018\/04\/02\/forebrain-e-ipsos-criam-radar-da-copa.html\" target=\"_blank\" rel=\"noopener\">Forebrain e Ipsos criam radar da Copa<\/a><\/p>\n<p>Foto: Creative Commons por<a href=\"https:\/\/pixabay.com\/es\/f%C3%BAtbol-estadio-barcelona-p%C3%BAblico-1551799\/\" target=\"_blank\" rel=\"noopener\"> Pixabay<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Novas tecnologias s\u00e3o lan\u00e7adas para medir as emo\u00e7\u00f5es dos f\u00e3s durante os jogos, e com os resultados, analisar as melhores estrat\u00e9gias de marketing no setor esportivo Como os torcedores vivem os jogos de seu time? Com emo\u00e7\u00e3o, provavelmente dir\u00e1. E esta emo\u00e7\u00e3o pode ser agora analisada atrav\u00e9s do chamado neuromarketing, uma nova forma de conhecer [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":16070,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_newsletter_tier_id":0,"footnotes":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}}},"categories":[4,6],"tags":[1242,1930,404,855,285,408,2591,172,836,119,248,911,388,3176,180,834,87,1664,671,1830,3858,641,255,26,51,3859],"jetpack_publicize_connections":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Neuromarketing no setor esportivo<\/title>\n<meta name=\"description\" content=\"Novas tecnologias s\u00e3o lan\u00e7adas para medir as emo\u00e7\u00f5es dos f\u00e3s durante os jogos, e com os resultados, analisar as melhores estrat\u00e9gias de marketing no setor esportivo\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogs.funiber.org\/pt\/esportes\/2018\/05\/27\/funiber-neuromarketing-esportivo\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Neuromarketing no setor esportivo\" \/>\n<meta property=\"og:description\" content=\"Novas tecnologias s\u00e3o lan\u00e7adas para medir as emo\u00e7\u00f5es dos f\u00e3s durante os jogos, e com os resultados, analisar as melhores estrat\u00e9gias de marketing no setor esportivo\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blogs.funiber.org\/pt\/esportes\/2018\/05\/27\/funiber-neuromarketing-esportivo\" \/>\n<meta property=\"og:site_name\" content=\"FuniBlogs - 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