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A utilização do Neuromarketing nos conceitos criativos publicitários: o estado da arte a partir da perceção de profissionais de criação e estratégia publicitária em Portugal
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Esta dissertação teve como objetivo compreender de que forma os profissionais da criação e do planeamento estratégico publicitário, em Portugal, percecionam e integram as técnicas de neuromarketing nos seus processos criativos. A investigação seguiu uma abordagem qualitativa de natureza exploratória, tendo por base a análise de quinze respostas recolhidas através de um inquérito escrito com perguntas abertas de caráter semiestruturado, dirigido a profissionais da criação e do planeamento estratégico publicitário com experiência efetiva no setor e funções ligadas à definição estratégica e criativa das campanhas. Os dados foram analisados através de análise temática e análise de sentimentos, permitindo identificar padrões de perceção, práticas de aplicação, desafios enfrentados e oportunidades reconhecidas na utilização do neuromarketing na definição de conceitos criativos. Os resultados revelam que os profissionais reconhecem o valor estratégico do neuromarketing, sobretudo na sua capacidade para reforçar a criatividade, fundamentar decisões e aprofundar o conhecimento do consumidor. Foram referidas aplicações pontuais como eye-tracking, testes A/B emocionais, estímulos sensoriais e testes de associação implícita. No entanto, os participantes destacam diversas barreiras à sua implementação regular, nomeadamente os custos associados, a exigência de conhecimentos técnicos especializados e preocupações éticas com privacidade e manipulação subconsciente. Os sentimentos mais frequentes — entusiasmo, prudência e frustração — refletem a coexistência de expetativas positivas e constrangimentos práticos. A investigação aponta para a necessidade de ações de capacitação direcionadas aos profissionais da área, bem como para um maior envolvimento institucional (por parte de agências, associações e ensino superior) e para o incentivo a colaborações interdisciplinares, de modo a integrar o neuromarketing, com ética e eficácia, nos processos criativos da publicidade em Portugal.
This dissertation aimed to understand how professionals in creative and strategic advertising roles in Portugal perceive and integrate neuromarketing techniques into their creative processes. The research followed a qualitative, exploratory approach, based on the analysis of fifteen responses collected through a written semi-structured survey composed of open-ended questions. The survey was directed at advertising professionals with verified experience in the field and responsibilities related to the strategic and creative definition of campaigns. The data were analysed using thematic analysis and sentiment analysis, enabling the identification of perception patterns, application practices, challenges faced, and opportunities recognised in the use of neuromarketing in the development of creative concepts. The results reveal that professionals acknowledge the strategic value of neuromarketing, particularly in its ability to enhance creativity, support decision-making, and deepen consumer insight. Specific applications mentioned include eye-tracking, emotionally driven A/B testing, sensory stimuli, and implicit association tests. However, participants also highlighted several barriers to its regular implementation, such as associated costs, the need for specialised technical knowledge, and ethical concerns regarding privacy and subconscious influence. The most frequent feelings—enthusiasm, caution, and frustration—reflect a coexistence of positive expectations and practical constraints. The study points to the need for targeted training initiatives for professionals in the field, along with increased institutional involvement (from agencies, associations, and higher education institutions) and the promotion of interdisciplinary collaborations, in order to integrate neuromarketing ethically and effectively into Portugal’s creative advertising processes.
This dissertation aimed to understand how professionals in creative and strategic advertising roles in Portugal perceive and integrate neuromarketing techniques into their creative processes. The research followed a qualitative, exploratory approach, based on the analysis of fifteen responses collected through a written semi-structured survey composed of open-ended questions. The survey was directed at advertising professionals with verified experience in the field and responsibilities related to the strategic and creative definition of campaigns. The data were analysed using thematic analysis and sentiment analysis, enabling the identification of perception patterns, application practices, challenges faced, and opportunities recognised in the use of neuromarketing in the development of creative concepts. The results reveal that professionals acknowledge the strategic value of neuromarketing, particularly in its ability to enhance creativity, support decision-making, and deepen consumer insight. Specific applications mentioned include eye-tracking, emotionally driven A/B testing, sensory stimuli, and implicit association tests. However, participants also highlighted several barriers to its regular implementation, such as associated costs, the need for specialised technical knowledge, and ethical concerns regarding privacy and subconscious influence. The most frequent feelings—enthusiasm, caution, and frustration—reflect a coexistence of positive expectations and practical constraints. The study points to the need for targeted training initiatives for professionals in the field, along with increased institutional involvement (from agencies, associations, and higher education institutions) and the promotion of interdisciplinary collaborations, in order to integrate neuromarketing ethically and effectively into Portugal’s creative advertising processes.
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Consumidor Marketing Comunicação publicitária Neuromarketing Consumer Advertising Communication