Innovation represents a factor of competitiveness and survival for organizations. For innovation to enable the development of new or improved products and services, knowledge of society´s needs becomes relevant. In this sense, this work sought to identify aspects of approximation and distinction between user studies and marketing research as a propositional factor in the innovation process. Work classified as exploratory, through bibliographic research, it was possible to identify existing symmetries and asymmetries between user studies and marketing research. It is concluded that both instruments, that is, both user studies and marketing research, have particularities and that they converge to obtain information about the customer and / or user that may enhance the innovation process@en
Array ( [dateOfAvailability] => Array ( [pt] => Array ( [0] => Array ( [2020-11-25] => 149773 ) ) ) [hasAuthor] => Array ( [nn] => Array ( [0] => Array ( [Marcos Aurelio Gomes] => 11803 ) ) ) [hasFileStorage] => Array ( [nn] => Array ( [0] => Array ( [_repository/554/2021/01/oai_ojs_periodicos_ufca_edu_br_article_448#00035.pdf] => 155944 ) ) ) [hasPageEnd] => Array ( [pt] => Array ( [0] => Array ( [24] => 1550 ) ) ) [hasPageStart] => Array ( [pt] => Array ( [0] => Array ( [14] => 1345 ) ) ) [hasSectionOf] => Array ( [pt] => Array ( [0] => Array ( [Artigo] => 3 ) ) ) [hasSubject] => Array ( [en] => Array ( [0] => Array ( [User study] => 173871 ) [1] => Array ( [Marketing research] => 60936 ) [2] => Array ( [Innovation] => 178704 ) ) [pt] => Array ( [0] => Array ( [Estudo de usuários] => 192226 ) [1] => Array ( [Pesquisa de marketing] => 60940 ) [2] => Array ( [Inovação] => 262113 ) ) ) [wasPublicationInDate] => Array ( [nn] => Array ( [0] => Array ( [2020-11-25] => 234474 ) ) ) [hasLanguageExpression] => Array ( [nn] => Array ( [0] => Array ( [pt] => 232736 ) ) ) [hasLicense] => Array ( [nn] => Array ( [0] => Array ( [Copyright (c)] => 232755 ) [1] => Array ( [BY-NC-ND/4.0] => 248592 ) ) ) [isPartOfSource] => Array ( [pt] => Array ( [0] => Array ( [Revista folha de rosto] => 554 ) ) ) [hasIssueOf] => Array ( [pt] => Array ( [0] => Array ( [ISSUE:JNL:00035-2020-6-3] => 152726 ) ) ) [hasAbstract] => Array ( [en] => Array ( [0] => Array ( [Innovation represents a factor of competitiveness and survival for organizations. For innovation to enable the development of new or improved products and services, knowledge of society´s needs becomes relevant. In this sense, this work sought to identify aspects of approximation and distinction between user studies and marketing research as a propositional factor in the innovation process. Work classified as exploratory, through bibliographic research, it was possible to identify existing symmetries and asymmetries between user studies and marketing research. It is concluded that both instruments, that is, both user studies and marketing research, have particularities and that they converge to obtain information about the customer and / or user that may enhance the innovation process] => 0 ) ) [pt] => Array ( [0] => Array ( [A inovação representa um fator de competitividade e sobrevivência para as organizações. Para que a inovação possibilite o desenvolvimento de novos ou melhorados produtos e serviços, torna-se relevante o conhecimento das necessidades da sociedade. Neste sentido, buscou-se por meio deste trabalho identificar aspectos de aproximação e distinção entre os estudos de usuários e as pesquisas de marketing como fator propositivo ao processo de inovação. Trabalho classificado como exploratório, por intermédio da pesquisa bibliográfica foi possível identificar simetrias e assimetrias existentes entre os estudos de usuários e as pesquisas de marketing. Conclui-se que ambos os instrumentos, isto é, tanto estudos de usuários como as pesquisas de marketing, possuem particularidades e que os mesmos convergem para se obter informações sobre o cliente e/ou usuário que poderão potencializar o processo de inovação] => 0 ) ) ) [hasID] => Array ( [nn] => Array ( [0] => Array ( [oai:ojs.periodicos.ufca.edu.br:article/448] => 0 ) ) ) [hasRegisterId] => Array ( [pt] => Array ( [0] => Array ( [//periodicos.ufca.edu.br/ojs/index.php/folhaderosto/article/view/448] => 0 ) [1] => Array ( [10.46902/2020n3p14-24] => 0 ) ) ) [hasSource] => Array ( [pt] => Array ( [0] => Array ( [Folha de Rosto; v. 6 n. 3 (2020): set./dez.; 14-24] => 0 ) [1] => Array ( [2447-0120] => 0 ) ) ) [hasTitle] => Array ( [en] => Array ( [0] => Array ( [User Study and Marketing Research] => 0 ) ) [pt] => Array ( [0] => Array ( [Estudo de Usuário e Pesquisa de Marketing] => 0 ) ) ) [hasUrl] => Array ( [pt] => Array ( [0] => Array ( [//periodicos.ufca.edu.br/ojs/index.php/folhaderosto/article/view/448/498] => 0 ) ) ) [prefLabel] => Array ( [pt] => Array ( [0] => Array ( [Oai:ojs.periodicos.ufca.edu.br:article/448#00035] => 0 ) ) ) )
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