{"id":67966,"date":"2019-03-19T02:12:25","date_gmt":"2019-03-19T09:12:25","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=67966"},"modified":"2019-03-19T02:12:25","modified_gmt":"2019-03-19T09:12:25","slug":"segmentacao-comportamental","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/pt-br\/segmentacao-comportamental\/","title":{"rendered":"Segmenta\u00e7\u00e3o comportamental: para que serve essa estrat\u00e9gia?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Segmenta\u00e7\u00e3o comportamental se trata da organiza\u00e7\u00e3o e divis\u00e3o dos clientes de acordo com\u00a0<\/span><span style=\"font-weight: 400;\">seus comportamentos individuais. Os pesquisadores de mercado, tendo como base as respostas referentes ao produto, s\u00e3o os respons\u00e1veis \u200b\u200bpor observar estes aspectos na hora da compra. Deste modo, se trata basicamente do conhecimento, o n\u00edvel de lealdade, as intera\u00e7\u00f5es com a marca, uso, etc.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Os principais objetivos da segmenta\u00e7\u00e3o comportamental s\u00e3o:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Identifique estes aspectos comportamentais tendo como refer\u00eancia o comportamento individual dos clientes.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Determine a maneira como seu produto ou servi\u00e7o atende \u00e0s necessidades de cada um dos clientes.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Adaptar o produto ou servi\u00e7o para atender \u00e0s necessidades dos consumidores.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Crie campanhas de marketing personalizadas para um segmento espec\u00edfico e aumente a probabilidade de compra.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Permita que as organiza\u00e7\u00f5es conhe\u00e7am as marcas que os consumidores adquirem com mais frequ\u00eancia e se diferencie da concorr\u00eancia.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Com este artigo, voc\u00ea conhecer\u00e1 as principais ferramentas para uma pesquisa de mercado:\u00a0<\/span><a href=\"https:\/\/www.questionpro.com\/blog\/pt-br\/pesquisa-de-mercado\/\" target=\"_blank\" rel=\"bookmark noopener noreferrer\">Cinco ferramentas m\u00f3veis para uma pesquisa de mercado<\/a><\/p>\n<h2><span style=\"font-weight: 400;\">Caracter\u00edsticas da segmenta\u00e7\u00e3o comportamenta<\/span><span style=\"font-weight: 400;\">l<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Entre as principais caracter\u00edsticas da segmenta\u00e7\u00e3o comportamental est\u00e3o:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">As empresas usam esse m\u00e9todo para focar seus esfor\u00e7os no p\u00fablico correto, isso vai depender do comportamento de compra que o cliente possui.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Isso permite identificar comportamentos semelhantes entre os consumidores e concentrar os esfor\u00e7os em um grupo espec\u00edfico.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Torna poss\u00edvel tomar decis\u00f5es referentes ao uso dos diferentes recursos, como o tempo e o or\u00e7amento, para ter um impacto maior sobre os consumidores.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Baseia-se no hist\u00f3rico de atitude que os consumidores apresentam para identificar e influenciar as decis\u00f5es de compra que podem surgir no futuro.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Adapta\u00e7\u00f5es \u00e0 personalidade de cada grupo de consumidores para atingir os objetivos estabelecidos.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Permite criar estrat\u00e9gias de mercado para conquistar clientes fi\u00e9is \u00e0 marca.<\/span><\/li>\n<\/ul>\n<p>Leia mais em:\u00a0<a href=\"https:\/\/www.questionpro.com\/blog\/pt-br\/consumidor-e-seu-comportamento\/\" target=\"_blank\" rel=\"bookmark noopener noreferrer\">Consumidor e seu comportamento \u2013 qual \u00e9 a utilidade de entend\u00ea-lo?<\/a><\/p>\n<h2><span style=\"font-weight: 400;\">Tipos de segmenta\u00e7\u00e3o comportamental<\/span><\/h2>\n<p><span style=\"font-weight: 400;\"> A segmenta\u00e7\u00e3o comportamental \u00e9 respons\u00e1vel por agrupar os consumidores da seguinte forma:<\/span><\/p>\n<p><b>Segmenta\u00e7\u00e3o comportamental por ocasi\u00e3o:<\/b><span style=\"font-weight: 400;\"> refere-se a quando um produto \u00e9 comprado para uma ocasi\u00e3o espec\u00edfica, pode ser algo cotidiano ou que nunca mais vai acontecer.<\/span><\/p>\n<p><b>Orientada ao uso:<\/b><span style=\"font-weight: 400;\"> \u00e9 quando se toma por refer\u00eancia o n\u00famero de vezes que o consumidor usa o produto. Pode ser um uso intenso, moderado ou menor.<\/span><\/p>\n<p><b>Lealdade orientada<\/b><span style=\"font-weight: 400;\">: este tipo de segmenta\u00e7\u00e3o comportamental \u00e9 focada nas taxas de reten\u00e7\u00e3o de clientes. Quando a marca tem um alto n\u00edvel de fidelidade, voc\u00ea n\u00e3o precisa se preocupar em adquirir novos clientes.<\/span><\/p>\n<p><b>Orientada para os benef\u00edcios buscados<\/b><span style=\"font-weight: 400;\">: Existem certos benef\u00edcios que os consumidores procuram quando compram um produto. Estes possuem diferentes variedades e pre\u00e7os que vai atender de acordo com as necessidades. No entanto, existem clientes exigentes que desejam que o produto lhes proporcione o 100% de benef\u00edcio.<\/span><\/p>\n<p>Voc\u00ea pode utilizar aplicativos para suas pesquisas, saiba mais em:\u00a0<a href=\"https:\/\/www.questionpro.com\/blog\/pt-br\/aplicativo-de-pesquisa-e-seus-usos\/\" target=\"_blank\" rel=\"bookmark noopener noreferrer\">Aplicativo de pesquisa e seus usos<\/a><\/p>\n<p><span style=\"font-weight: 400;\">Vantagens e desvantagens da segmenta\u00e7\u00e3o comportamental:<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Vantagens<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Entre as principais vantagens da segmenta\u00e7\u00e3o comportamental est\u00e3o:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Permite que as organiza\u00e7\u00f5es encontrem clientes com h\u00e1bitos e comportamentos de compra em comum, facilitando o alcance da marca.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Possibilita que as organiza\u00e7\u00f5es entendam as necessidades dos consumidores.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">As organiza\u00e7\u00f5es podem criar \u00a0programas de lealdade com os clientes mais.<\/span><\/li>\n<\/ul>\n<p>Saiba como em:\u00a0<a href=\"https:\/\/www.questionpro.com\/blog\/pt-br\/banco-de-dados\/\" target=\"_blank\" rel=\"bookmark noopener noreferrer\">Banco de dados para uma pesquisa: identifique seus clientes fi\u00e9is<\/a><\/p>\n<h2><span style=\"font-weight: 400;\">Desvantagens<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A segmenta\u00e7\u00e3o comportamental tem algumas desvantagens, como:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">O comportamento dos consumidores muda constantemente e nem sempre pode ser previsto corretamente.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Apenas oferece um quadro de refer\u00eancia baseado na personalidade e comportamento dos clientes.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Por usar dados qualitativos, esta estrat\u00e9gia vai depender de suposi\u00e7\u00f5es para fazer previs\u00f5es, or\u00e7amentos, despesas, etc.<\/span><\/li>\n<\/ul>\n<p>Saiba mais sobre o m\u00e9todo qualitativo em:\u00a0<a href=\"https:\/\/www.questionpro.com\/blog\/pt-br\/coleta-de-dados-qualitativos\/\" target=\"_blank\" rel=\"bookmark noopener noreferrer\">M\u00e9todos de coleta de dados qualitativos<\/a><\/p>\n<h2><span style=\"font-weight: 400;\">Import\u00e2ncia da segmenta\u00e7\u00e3o comportamental<\/span><\/h2>\n<p><span style=\"font-weight: 400;\"> A segmenta\u00e7\u00e3o comportamental \u00e9 realizada com o objetivo de juntar os clientes que apresentam os mesmos comportamentos. Portanto, direciona todos as estrat\u00e9gias de marketing para um \u00fanico grupo.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sendo assim, com a utiliza\u00e7\u00e3o deste m\u00e9todo, as empresas s\u00e3o capazes de promover e comercializar seus produtos de forma eficaz, atingindo as necessidades dos clientes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">O principal objetivo da segmenta\u00e7\u00e3o comportamental \u00e9 entender as necessidades e os desejos dos clientes, oferecendo um servi\u00e7o \u00fanico baseado em seus comportamentos ao comprar um produto ou servi\u00e7o. Al\u00e9m disso, permite que as empresas comercializem produtos personalizados especificamente para consumidores em potencial.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para agilizar seu processo de trabalho e para que tenha recursos que enriquecem seu projeto de pesquisa, utilize uma plataforma online de pesquisa, te convido \u00e0 conhecer a<\/span><a href=\"https:\/\/www.questionpro.com\/pt-br\/\"> <span style=\"font-weight: 400;\">Questionpro<\/span><\/a><span style=\"font-weight: 400;\">, uma solu\u00e7\u00e3o completa em pesquisa e intelig\u00eancia de mercado.<\/span><\/p>\n<p><iframe title=\"Conhe\u00e7a a QuestionPro\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/EPKW5TZxSIk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">Siga-nos nas redes sociais e receba sempre dicas e novidades:<\/span><a href=\"https:\/\/www.facebook.com\/QuestionPro.Pesquisas.Online\/\"><span style=\"font-weight: 400;\"> Facebook<\/span><\/a><span style=\"font-weight: 400;\">,<\/span><a href=\"https:\/\/twitter.com\/QuestionProBr\"><span style=\"font-weight: 400;\"> Twitter<\/span><\/a><span style=\"font-weight: 400;\">,<\/span><a href=\"https:\/\/www.linkedin.com\/company\/questionpro-br\/\"><span style=\"font-weight: 400;\"> Linkedin<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.instagram.com\/questionprobr\"><span style=\"font-weight: 400;\">Instagram<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Segmenta\u00e7\u00e3o comportamental se trata da organiza\u00e7\u00e3o e divis\u00e3o dos clientes de acordo com\u00a0seus comportamentos individuais. Os pesquisadores de mercado, tendo [&hellip;]<\/p>\n","protected":false},"author":77,"featured_media":67977,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[6],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Segmenta\u00e7\u00e3o comportamental: para que serve essa estrat\u00e9gia?<\/title>\n<meta name=\"description\" content=\"A segmenta\u00e7\u00e3o comportamental ajuda o marketing a direcionar e aproximar as pessoas da sua marca. 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