Publication: Selección eficaz de insights en estrategias de comunicación a partir del estudio unificado de reacciones conscientes y no conscientes
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2019-08-02
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Universidad Complutense de Madrid
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Abstract
En esta investigación se muestra la aplicación experimental en el campo de la comunicación de una metodología mixta capaz de localizar y cuantificar las palancas de cambio, o drivers emocionales, de los receptores a partir del estudio unificado de sus reacciones conscientes y no conscientes. Los datos obtenidos permiten establecer un criterio objetivo para la elección de insights en el diseño de estrategias comunicativas, así como profundizar en el conocimiento de los consumidores, dos aspectos clave para lograr mayor eficacia. La actual saturación de estímulos, la necesidad de definir el perfil de los consumidores y la complejidad en el análisis de procesos no conscientes hace necesaria en la praxis comunicativa la implementación de mecanismos de estudio más allá de los enfoques sistémicos. Partiendo de estudios previos basados en neurociencia, se aplicará una metodología de investigación mixta de integración de procesos capaz de analizar de forma holística procesos conscientes y no conscientes de los receptores, lo que supone un acercamiento a una medición más profunda, circunstancia que hasta ahora se intuía pero que con dificultad se podía alcanzar a medir científicamente. Este estudio constituye un avance interdisciplinar al representar un progreso en la aplicación de métodos mixtos en el análisis comunicacional, al ampliar el conocimiento de los consumidores y al evidenciar la utilidad de respaldar la investigación de mercados con datos científicos para consolidar el marketing science como nueva praxis de mercado.
This research shows the experimental application within the field of communication of a mixed methodology able to locate and quantify the levers of change, or emotional drivers, of the recipients from the unified study of their conscious and non-conscious reactions. The data obtained allow establishing an objective criterion for the choice of insights in the design of communication strategies, as well as deepening understanding of the consumers; two key aspects to achieve greater effectiveness. The current saturation of stimuli, the need to define the consumer profile and complexity in the analysis of non-conscious processes becomes necessary , in communication praxis, to implement mechanisms of study beyond the systemic approaches. Building on previous studies based on neuroscience, a mixed research methodology of process integration capable of analysing in a holistic way conscious and non-conscious processes of the recipients will be applied. It implies an approach to a deeper measurement, a fact that was sensed until now but hardly measured scientifically. This study provides an interdisciplinary advance by representing a progress in the application of mixed methods in communication analysis, as it broadens consumers' knowledge and demonstrates the utility of supporting market research with scientific data to consolidate marketing science as a new praxis of the market.
This research shows the experimental application within the field of communication of a mixed methodology able to locate and quantify the levers of change, or emotional drivers, of the recipients from the unified study of their conscious and non-conscious reactions. The data obtained allow establishing an objective criterion for the choice of insights in the design of communication strategies, as well as deepening understanding of the consumers; two key aspects to achieve greater effectiveness. The current saturation of stimuli, the need to define the consumer profile and complexity in the analysis of non-conscious processes becomes necessary , in communication praxis, to implement mechanisms of study beyond the systemic approaches. Building on previous studies based on neuroscience, a mixed research methodology of process integration capable of analysing in a holistic way conscious and non-conscious processes of the recipients will be applied. It implies an approach to a deeper measurement, a fact that was sensed until now but hardly measured scientifically. This study provides an interdisciplinary advance by representing a progress in the application of mixed methods in communication analysis, as it broadens consumers' knowledge and demonstrates the utility of supporting market research with scientific data to consolidate marketing science as a new praxis of the market.
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Tesis de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 19/01/2018