3.2 Scénario 2 : une démarche objet
3.2.1 Etape 1 : Modélisation des activités en CIDOC-CRM
Uma primeira limitação do estudo prende-se com as entrevistas em profundidade no Estudo I. A realização de sete entrevistas a gestores e profissionais de marketing, o que, segundo a literatura relativa a esta metodologia de recolha de dados é um número razoável. No entanto, o facto de se inquirir apenas um gestor por área de atividade pode culminar numa errada generalização dos dados. Deste modo, a inquirição de mais gestores das mesmas áreas de atividade pode acrescentar valor à pesquisa e enriquecer as conclusões. No entanto, por limitações temporais não foi possível a realização de mais entrevistas.
Outra limitação do estudo aplica-se ao número de grupos de discussão realizados. Uma vez que os grupos de foco foram compostos por elementos com idades compreendidas entre 18-30 anos, ou seja, a geração Y e Z que cresceu com os jogos, pode de alguma forma conduzir à generalização dos dados. Do mesmo modo, a realização de mais focus groups segmentados por idade e género pode enriquecer as conclusões.
Desta forma, em ambos os casos são utilizadas amostras por conveniência, o que limita a robustez dos resultados. Assim, a utilização deste tipo de amostra, nomeadamente no estudo II limita a extrapolação dos dados para o universo.
Uma outra limitação a referir é o facto da amostra de marcas e categorias de produtos utilizados como estímulos no estudo II ser restrito, o que pode ter de algum modo limitado a identificação por parte de alguns respondentes às marcas selecionadas. Deste modo, sugerimos a consideração de uma maior diversidade de marcas para pesquisas futuras.
No que respeita às propostas para investigações futuras seria interessante perceber na realidade as razões que justificam o afastamento dos players/clientes dos sistemas e construir um modelo de “Gamification Recovery”, com o intuito de os recuperar. Além disso, seria do mesmo modo interessante implementar uma abordagem gamificada e utilizar o método experimental para avaliar o seu impacto real perante os utilizadores dessa abordagem através do teste de relações causais.
De realçar, que seria relevante para o mercado empresarial perceber as diferenças entre o impacto da gamificação e as implicações práticas desta, caso seja implementada por startups ou por empresas já estabelecidas no mercado, avaliando igualmente qual a forma como estas devem atuar e gerir os seus clientes neste sistema.
Para pesquisar futuras é sugerido a averiguação das seguintes relações causais: (1) impacto da recompensa real e da recompensa virtual no desempenho dos utilizadores; (2) desempenho do utilizador na experiência de gamificação e as vendas providenciadas pelos clientes; (3) desafios propostos e variância das vendas.
Finalmente seria interessante a introdução de novas variáveis explicativas do modelo como a força do relacionamento com as marcas, bem como a aplicação das escalas validadas no estudo II.
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Apêndice I - Guião das Entrevistas Semiestruturadas
Entrevista em Profundidade
1. Na sua opinião, qual é a importância da gamificação? 2. O que leva os clientes a aderirem a esta abordagem?
a. O que as motiva?
3. No seu entender, esta abordagem é eficaz no que refere ao envolvimento e estabelecimento de relacionamentos da empresa/marca com os clientes?
a. Quais os potenciais benefícios a extrair a partir desta dimensão?
4. Acha que a influência dos grupos é um fator motivador para a adesão à gamificação? a. Acredita que pode originar um efeito WOW?
5. No seu entender, a gamificação pode promover relacionamentos com os pares? a. As redes sociais podem ser utilizadas como fatores coadjuvantes nesta lógica? 6. Considera que a gamificação ganhará terreno como ferramenta de marketing, de uma
forma geral, com o intuito alcançar o mass market no mercado nacional?
7. Acredita que esta abordagem poderá ser utilizada como uma fonte de ideias (e.g. Crowdsourcing)?
8. No seu entender, a gamificação pode ser considerada como uma ferramenta que poderá ter impacto nas vendas?
9. Em que setores de atividade considera que esta abordagem é mais indicada? 10. A gamificação é, no seu entender, mais apropriada no mundo real, virtual ou deve