{"id":630,"date":"2023-09-23T15:31:06","date_gmt":"2023-09-23T18:31:06","guid":{"rendered":"https:\/\/deckcultura.com\/hub-de-conteudo\/?p=630"},"modified":"2024-07-19T18:42:35","modified_gmt":"2024-07-19T21:42:35","slug":"pesquisa-de-publico-comentarios-online","status":"publish","type":"post","link":"https:\/\/deckcultura.com\/hub-de-conteudo\/casos\/pesquisa-de-publico-comentarios-online\/","title":{"rendered":"Pesquisas de p\u00fablico data-driven no Museu do Futebol: Coment\u00e1rios on-line"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"630\" class=\"elementor elementor-630\">\n\t\t\t\t\t\t\t\t\t<section class=\"has_ma_el_bg_slider elementor-section elementor-top-section elementor-element elementor-element-5b670dac elementor-section-boxed elementor-section-height-default elementor-section-height-default jltma-glass-effect-no\" data-id=\"5b670dac\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container 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3.2-26.4-1.3-2.5-5-3.9-10.5-6.6z\"><\/path><\/svg>\t\t\t\t\t<\/a>\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t<span class=\"elementor-grid-item\">\n\t\t\t\t\t<a class=\"elementor-icon elementor-social-icon elementor-social-icon-linkedin elementor-repeater-item-d7371df\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-screen-only\">Linkedin<\/span>\n\t\t\t\t\t\t<svg class=\"e-font-icon-svg e-fab-linkedin\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 32H31.9C14.3 32 0 46.5 0 64.3v383.4C0 465.5 14.3 480 31.9 480H416c17.6 0 32-14.5 32-32.3V64.3c0-17.8-14.4-32.3-32-32.3zM135.4 416H69V202.2h66.5V416zm-33.2-243c-21.3 0-38.5-17.3-38.5-38.5S80.9 96 102.2 96c21.2 0 38.5 17.3 38.5 38.5 0 21.3-17.2 38.5-38.5 38.5zm282.1 243h-66.4V312c0-24.8-.5-56.7-34.5-56.7-34.6 0-39.9 27-39.9 54.9V416h-66.4V202.2h63.7v29.2h.9c8.9-16.8 30.6-34.5 62.9-34.5 67.2 0 79.7 44.3 79.7 101.9V416z\"><\/path><\/svg>\t\t\t\t\t<\/a>\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t<span 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0-184.8zM398.8 388c-7.8 19.6-22.9 34.7-42.6 42.6-29.5 11.7-99.5 9-132.1 9s-102.7 2.6-132.1-9c-19.6-7.8-34.7-22.9-42.6-42.6-11.7-29.5-9-99.5-9-132.1s-2.6-102.7 9-132.1c7.8-19.6 22.9-34.7 42.6-42.6 29.5-11.7 99.5-9 132.1-9s102.7-2.6 132.1 9c19.6 7.8 34.7 22.9 42.6 42.6 11.7 29.5 9 99.5 9 132.1s2.7 102.7-9 132.1z\"><\/path><\/svg>\t\t\t\t\t<\/a>\n\t\t\t\t<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-35cbde6 e-flex e-con-boxed e-con\" data-id=\"35cbde6\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3f15e95 jltma-glass-effect-no elementor-widget elementor-widget-text-editor\" data-id=\"3f15e95\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Cliente<\/b><span style=\"font-weight: 400;\">: <a href=\"https:\/\/museudofutebol.org.br\/\" target=\"_blank\" rel=\"noopener nofollow\">Museu do Futebol<\/a> (SP)\/ <a href=\"https:\/\/www.idbr.org.br\/\" target=\"_blank\" rel=\"noopener nofollow\">IDBrasil Cultura, Educa\u00e7\u00e3o e Esporte<\/a><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Ano<\/b><span style=\"font-weight: 400;\">: 2022<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Projeto<\/b><span style=\"font-weight: 400;\">: Pesquisa Bianual de P\u00fablicos\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Desafio<\/b><span style=\"font-weight: 400;\">: obter informa\u00e7\u00f5es qualitativas sobre a satisfa\u00e7\u00e3o e expectativas dos visitantes do museu\u00a0<\/span><\/li>\n<li><strong>Parceiro: <\/strong><a href=\"https:\/\/amplifique.me\/\" target=\"_blank\" rel=\"noopener nofollow\">Amplifique-me<\/a><\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<p><b>Os coment\u00e1rios em plataformas on-line s\u00e3o importantes fontes de informa\u00e7\u00e3o sobre a satisfa\u00e7\u00e3o, percep\u00e7\u00e3o e expectativas dos visitantes de uma organiza\u00e7\u00e3o ou espa\u00e7o cultural. <\/b><span style=\"font-weight: 400;\">Na era digital, esta \u00e9 uma fonte que n\u00e3o pode ser ignorada. Por este motivo, na Pesquisa Bianual de P\u00fablicos do Museu do Futebol, inclu\u00edmos as avalia\u00e7\u00f5es dos visitantes em plataformas digitais (Google e TripAdvisor) como fonte de dados.\u00a0\u00a0<\/span><\/p>\n<p><b>Ao longo dos anos, milhares de visitantes do museu registraram de forma espont\u00e2nea sua avalia\u00e7\u00e3o e fizeram coment\u00e1rios sobre o museu nas plataformas digitais.<\/b><span style=\"font-weight: 400;\"> De mar\u00e7o de 2009 a agosto de 2022 foram contabilizadas 22.776 avalia\u00e7\u00f5es, sendo 15.610 delas com coment\u00e1rios, que ainda n\u00e3o haviam sido analisados de forma unificada pela equipe do Museu.<\/span><\/p>\n<p><b>Utilizando a plataforma <\/b><a href=\"https:\/\/amplifique.me\/\" rel=\"nofollow noopener\" target=\"_blank\"><b>Amplifique.me<\/b><\/a><b>, analisamos as avalia\u00e7\u00f5es e coment\u00e1rios deixados espontaneamente no TripAdvisor e Google My Business, obtendo an\u00e1lises in\u00e9ditas sobre a satisfa\u00e7\u00e3o com a visita presencial, al\u00e9m de coment\u00e1rios sobre a experi\u00eancia e sugest\u00f5es para o Museu.\u00a0<\/b><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fd7f44e jltma-glass-effect-no elementor-widget elementor-widget-image\" data-id=\"fd7f44e\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" width=\"800\" height=\"206\" src=\"https:\/\/i0.wp.com\/deckcultura.com\/hub-de-conteudo\/wp-content\/uploads\/2023\/09\/Painel-amplifique.me-MF.jpg?fit=800%2C206&amp;ssl=1\" class=\"attachment-large size-large wp-image-635\" alt=\"\" srcset=\"https:\/\/i0.wp.com\/deckcultura.com\/hub-de-conteudo\/wp-content\/uploads\/2023\/09\/Painel-amplifique.me-MF.jpg?w=1280&amp;ssl=1 1280w, https:\/\/i0.wp.com\/deckcultura.com\/hub-de-conteudo\/wp-content\/uploads\/2023\/09\/Painel-amplifique.me-MF.jpg?resize=300%2C77&amp;ssl=1 300w, https:\/\/i0.wp.com\/deckcultura.com\/hub-de-conteudo\/wp-content\/uploads\/2023\/09\/Painel-amplifique.me-MF.jpg?resize=1024%2C264&amp;ssl=1 1024w, https:\/\/i0.wp.com\/deckcultura.com\/hub-de-conteudo\/wp-content\/uploads\/2023\/09\/Painel-amplifique.me-MF.jpg?resize=768%2C198&amp;ssl=1 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Detalhe do dashboard extra\u00eddo do software Amplifique.me, compilando avalia\u00e7\u00f5es em diferentes plataformas<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-85ec6b1 jltma-glass-effect-no elementor-widget elementor-widget-text-editor\" data-id=\"85ec6b1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">A an\u00e1lise trouxe mais evid\u00eancias sobre a qualidade do servi\u00e7o do Museu: 94% dos mais de 22 mil visitantes que avaliaram o Museu do Futebol classificaram a experi\u00eancia da visita como boa ou excelente (4 a 5 estrelas).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Al\u00e9m das avalia\u00e7\u00f5es em notas\/estrelas, os coment\u00e1rios ampliam a compreens\u00e3o de quais fatores afetam a satisfa\u00e7\u00e3o dos p\u00fablicos e de quais s\u00e3o suas expectativas. <\/span><b>Utilizando uma metodologia pr\u00f3pria &#8211; baseadas em conjuntos de <\/b><b><i>tags <\/i><\/b><b>(palavras e radicais) &#8211; segmentamos os mais de 15 mil coment\u00e1rios dos visitantes por t\u00f3picos espec\u00edficos, obtendo assim uma nota m\u00e9dia indicativa da satisfa\u00e7\u00e3o relacionada a cinco aspectos do museu: conte\u00fado, servi\u00e7o, acessibilidade, infraestrutura e atendimento.\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Para al\u00e9m da melhoria cont\u00ednua dos servi\u00e7os do museu, as lideran\u00e7as tinham ainda uma solicita\u00e7\u00e3o espec\u00edfica: gostariam de ter mais <\/span><b>dados qualitativos sobre as expectativas dos visitantes<\/b><span style=\"font-weight: 400;\"> para ajudar no planejamento da renova\u00e7\u00e3o da exposi\u00e7\u00e3o de longa dura\u00e7\u00e3o do museu, a ser realizada no ano seguinte. <\/span><b>Para atender essa demanda, identificamos e classificamos os coment\u00e1rios espec\u00edficos dos visitantes sobre suas experi\u00eancias em rela\u00e7\u00e3o \u00e0 visita, sobre o que gostariam de ver ou sentiam falta na visita ao Museu do Futebol.\u00a0\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">A integra\u00e7\u00e3o de dados qualitativos oriundos de avalia\u00e7\u00f5es on-line \u00e9 fundamental para o desenvolvimento cont\u00ednuo de institui\u00e7\u00f5es culturais. A an\u00e1lise desses coment\u00e1rios revelou-se uma estrat\u00e9gia valiosa, que permitiu ao Museu do Futebol e ao IDBrasil n\u00e3o apenas identificar \u00e1reas de sucesso e pontos de melhoria, mas tamb\u00e9m entender melhor as experi\u00eancias, expectativas e n\u00edveis de satisfa\u00e7\u00e3o dos visitantes.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7708eb8 e-flex e-con-boxed e-con\" data-id=\"7708eb8\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Entenda porque os coment\u00e1rios no Google Maps e TripAdvisor s\u00e3o \u00fateis para conhecer melhor os seus p\u00fablicos.<\/p>\n","protected":false},"author":1,"featured_media":633,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"om_disable_all_campaigns":false,"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[1],"tags":[28,25,26,67,20,27,22],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/deckcultura.com\/hub-de-conteudo\/wp-content\/uploads\/2023\/09\/Shubham-Dhage-scaled.jpg?fit=2560%2C1440&ssl=1","_links":{"self":[{"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/posts\/630"}],"collection":[{"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/comments?post=630"}],"version-history":[{"count":15,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/posts\/630\/revisions"}],"predecessor-version":[{"id":853,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/posts\/630\/revisions\/853"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/media\/633"}],"wp:attachment":[{"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/media?parent=630"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/categories?post=630"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/tags?post=630"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}