{"id":40194,"date":"2022-04-27T02:42:26","date_gmt":"2022-04-27T02:42:26","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=40194"},"modified":"2026-04-20T20:26:52","modified_gmt":"2026-04-21T00:26:52","slug":"pesquisa-de-mercado-de-analise-cognitiva","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/pt\/solucoes\/solucoes-de-pesquisa-quantitativa-qualitativa\/pesquisa-de-mercado-de-analise-cognitiva\/","title":{"rendered":"Pesquisa de mercado de an\u00e1lise cognitiva"},"content":{"rendered":"<h1 class=\"gb-headline gb-headline-bce0584c gb-headline-text\">Pesquisa de mercado de an\u00e1lise cognitiva<\/h1>\n\n\n\n<figure class=\"gb-block-image gb-block-image-96623f38\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-96623f38\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-36.jpg\" alt=\"Pesquisa e Estrat\u00e9gia de Mercado Internacional da SIS\" title=\"Deep learning machine learning (36)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-36.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-36-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-36-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-36-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-36-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><\/h2>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-dots\"\/>\n\n\n\n<p>Cognitive analysis is one of the smart systems humans now have at their disposal. It combines with other processes to examine huge data sets. Then, it gives structure to the unstructured data. The system can also scan its database for answers to inquiries. Because of its human-like insight, we call it cognitive analysis.<\/p>\n\n\n\n<p>This type of analysis can involve many things. For example, it can involve someone trying to decipher the context or meaning of a phrase. It can also involve finding unique objects in an image despite having lots of data. It very often uses AI tools and machine learning, which allows the software to grow over time. Simple analytics cannot always uncover patterns and links, but cognitive analysis can.<\/p>\n\n\n\n<div class=\"wp-block-columns has-global-color-9-color has-text-color has-background has-link-color wp-elements-56a255532114292d6f65c7afa39911d0 is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\" style=\"background-color:#f7f9fa6e\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:18%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:71.28%\">\n<div class=\"wp-block-rank-math-toc-block aligncenter has-global-color-9-color has-text-color has-link-color wp-elements-13a1c31ed35c731805c035216c548606\" style=\"font-size:16px\" id=\"rank-math-toc\"><h2><br><strong>T<\/strong>able of Contents<\/h2><nav><ul><li class=\"\"><a href=\"#why-is-cognitive-analysis-important\">Por que a an\u00e1lise cognitiva \u00e9 importante?<\/a><\/li><li class=\"\"><a href=\"#why-retailers-misread-purchase-decisions-at-the-shelf\">Why Retailers Misread Purchase Decisions at the Shelf<\/a><\/li><li class=\"\"><a href=\"#key-job-titles\">Principais cargos<\/a><\/li><li class=\"\"><a href=\"#why-do-businesses-need-cognitive-analysis\">Por que as empresas precisam de an\u00e1lise cognitiva?<\/a><\/li><li class=\"\"><a href=\"#key-success-factors\">Principais fatores de sucesso<\/a><\/li><li class=\"\"><a href=\"#market-research-on-cognitive-analysis\">Pesquisa de mercado sobre an\u00e1lise cognitiva<\/a><\/li><li class=\"\"><a href=\"#the-research-investment-that-compounds\">The Research Investment That Compounds<\/a><\/li><li class=\"\"><a href=\"#our-facility-location-in-new-york\">Localiza\u00e7\u00e3o de nossas instala\u00e7\u00f5es em Nova York<\/a><\/li><li class=\"\"><a href=\"#about-sis-international\">Sobre SIS Internacional<\/a><\/li><\/ul><\/nav><\/div>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"why-is-cognitive-analysis-important\">Por que a an\u00e1lise cognitiva \u00e9 importante?<\/h2>\n\n\n\n<p>Precisamos de tecnologia para que a sociedade progrida. Precisamos da melhor combina\u00e7\u00e3o de conhecimentos humanos e de m\u00e1quinas para resolver as crises da sociedade. Como resultado, usamos an\u00e1lise cognitiva. Podemos us\u00e1-lo em muitas \u00e1reas, por exemplo-<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Seguran\u00e7a P\u00fablica:<\/h3>\n\n\n\n<p>When we use tech to raise awareness, we gain more and better insights. As a result, new fields of study emerge, such as fighting outbreaks, handling crises, and battling crime.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Servi\u00e7os sociais:<\/h3>\n\n\n\n<p>When we use tech, we can gain insights from the datasets. This aids in making care plans, and cognitive analysis enables social workers to protect at-risk groups.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ambiente:<\/h3>\n\n\n\n<p>We need to protect the world from further human damage. Cognitive analysis can help with climate change, food shortages, and <a href=\"https:\/\/www.sisinternational.com\/pt\/pericia\/industrias\/pesquisa-de-mercado-sobre-escassez-de-agua\/\" title=\"Pesquisa de mercado sobre escassez de \u00e1gua\" data-wpil-monitor-id=\"10229\">water and energy scarcity<\/a>. As a result, the government can better detect pollution sources.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"why-retailers-misread-purchase-decisions-at-the-shelf\">Why Retailers Misread Purchase Decisions at the Shelf<\/h2>\n\n\n\n<p>Most purchase decisions happen before conscious thought begins.<\/p>\n\n\n\n<p>Retail executives spend heavily on shopper journey analytics, promotional lift measurement, and assortment rationalization. Yet the dominant research methods treat shoppers as rational agents weighing price, features, and brand preference in sequence. The actual cognitive mechanics of in-store decision making tell a different story. Shoppers resolve most category choices through rapid heuristic processing, not deliberation. The gap between how retailers study decisions and how decisions actually form is where margin disappears.<\/p>\n\n\n\n<p>Shopper cognitive analysis applies cognitive science methods to retail research. It examines how shoppers encode, process, and act on stimuli at the shelf, the endcap, and the screen. The discipline borrows from clinical cognitive interviewing, dual-process theory, and psychophysiological measurement to reveal what traditional survey data cannot: the nonconscious architecture of choice.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"key-job-titles\">Principais cargos<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Analista de informa\u00e7\u00f5es<\/h3>\n\n\n\n<p>A data analyst can process large amounts of data, most of which relates to sales and client relations. This job requires strong logical thinking skills and a laser-like <a href=\"https:\/\/www.sisinternational.com\/pt\/cobertura\/europa\/pesquisa-de-mercado-em-liverpool-reino-unido\/\" title=\"Pesquisa de Mercado em Liverpool | Grupos focais e coleta de dados no Reino Unido\" data-wpil-monitor-id=\"10231\">focus to process data<\/a> properly for review.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Designer de produto<\/h3>\n\n\n\n<p>A product designer works for a firm to create, build, and <a href=\"https:\/\/www.sisinternational.com\/pt\/solucoes\/solucoes-de-branding-e-pesquisa-de-clientes\/pesquisa-de-mercado-para-testes-de-produtos\/\" title=\"Pesquisa de mercado para testes de produtos\" data-wpil-monitor-id=\"10224\">test new products<\/a>. Studying cognitive science can assist a product designer. It helps them to understand how people engage with their products. It also allows firms to create more eye-catching goods.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"why-do-businesses-need-cognitive-analysis\">Por que as empresas precisam de an\u00e1lise cognitiva?<\/h2>\n\n\n\n<figure class=\"gb-block-image gb-block-image-d5ad1c9b\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-d5ad1c9b\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-20.jpg\" alt=\"Pesquisa e Estrat\u00e9gia de Mercado Internacional da SIS\" title=\"Deep learning machine learning (20)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-20.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-20-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-20-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-20-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-20-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Os usu\u00e1rios podem obter insights sobre o crescimento do neg\u00f3cio por meio de esfor\u00e7os cognitivos. Devido ao crescimento do neg\u00f3cio, isso ajuda na intera\u00e7\u00e3o com o cliente. A an\u00e1lise cognitiva aumenta ainda mais a efici\u00eancia e muito rapidamente. Os m\u00e9ritos s\u00e3o os seguintes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Maior produtividade e efici\u00eancia.<\/li>\n\n\n\n<li>Melhores escolhas e planejamento.<\/li>\n\n\n\n<li>A seguran\u00e7a e a conformidade ir\u00e3o melhorar.<\/li>\n\n\n\n<li>Poupan\u00e7a de custos.<\/li>\n\n\n\n<li>Melhorar o ambiente de aprendizagem.<\/li>\n\n\n\n<li>O crescimento do neg\u00f3cio.<\/li>\n\n\n\n<li>Crescimento no ecossistema.<\/li>\n\n\n\n<li><a href=\"https:\/\/www.sisinternational.com\/pt\/publicacoes\/pesquisa-de-mercado-de-negocios-escalaveis-7-maneiras-de-construir-um-negocio-escalavel\/\" title=\"Pesquisa de mercado de neg\u00f3cios escal\u00e1veis: 7 maneiras de construir um neg\u00f3cio escal\u00e1vel\" data-wpil-monitor-id=\"10225\">Business growth into new markets<\/a>.<\/li>\n\n\n\n<li>A taxa na qual a empresa desenvolve novos produtos e servi\u00e7os.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Cognitive Interviewing Exposes What Surveys Cannot<\/h2>\n\n\n\n<p>Standard exit interviews and post-purchase surveys suffer from a well-documented flaw: respondents confabulate. When asked why they chose a product, shoppers generate plausible narratives that align with self-image rather than actual cognitive process. &#8220;It was on sale&#8221; or &#8220;I always buy this brand&#8221; are socially acceptable rationalizations, not causal accounts.<\/p>\n\n\n\n<p>Cognitive interviewing, a protocol developed for the U.S. Census Bureau to improve questionnaire validity, reverses this dynamic. The method uses mental reinstatement (asking the respondent to reconstruct the full sensory context of the decision moment), open-ended narration, and probing for peripheral detail. Applied to retail, it surfaces the actual cue hierarchy: which stimulus triggered approach behavior, which created hesitation, which resolved the final selection.<\/p>\n\n\n\n<p>SIS International&#8217;s cognitive interviewing work across North American and European retail environments found a consistent pattern: shoppers who reported &#8220;brand loyalty&#8221; as their primary driver in conventional surveys frequently described, under cognitive interview protocols, a sequence where package color and shelf position preceded brand recognition. The stated driver and the actual driver diverged in a majority of cases. This finding reshapes how category teams should interpret shopper panel data and reallocate trade spend.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Neuromarketing Measurement Has Matured Past the Hype Cycle<\/h2>\n\n\n\n<p>The consensus view among many retail executives is that neuromarketing remains experimental, better suited to academic papers than quarterly planning. That view is roughly five years out of date.<\/p>\n\n\n\n<p>Portable EEG headsets, galvanic skin response sensors, and implicit association testing have moved from laboratory curiosities to field-deployable tools. Companies like Nielsen Consumer Neuroscience (now part of NIQ) and iMotions have standardized protocols for in-store and simulated shelf environments. The cost per respondent has dropped below traditional central location test benchmarks in several categories.<\/p>\n\n\n\n<p>The real advancement is not the hardware. It is the analytical layer. Frontal asymmetry indices now reliably distinguish approach motivation from avoidance motivation at the product level. Electrodermal activity patterns correlate with memory encoding strength, predicting which packaging exposures will survive the forgetting curve between store visits. When paired with shopper journey analytics from in-store tracking systems, these physiological signals create a decision-level map that no survey instrument can replicate.<\/p>\n\n\n\n<p>For assortment rationalization, this matters enormously. Removing a slow-moving SKU that generates strong implicit approach motivation in adjacent-product shoppers can depress category sales without any obvious cause in POS data. The SKU functioned as a cognitive anchor, not a revenue line.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"key-success-factors\">Principais fatores de sucesso<\/h2>\n\n\n\n<p>Businesses are now trying to go to the next level by focusing on cognitive analysis. They seek to seize chances by tracing new systems. They meet customer wants by studying complex data for valuable insights. Some of the <a href=\"https:\/\/www.sisinternational.com\/pt\/principais-fatores-de-sucesso-na-pesquisa-de-mercado-automotivo\/\" title=\"Principais fatores de sucesso na pesquisa de mercado automotivo\" data-wpil-monitor-id=\"10223\">key success factors<\/a> are as follows:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Detecting and <a href=\"https:\/\/www.sisinternational.com\/pt\/solucoes\/inovacao\/como-escalar-um-negocio\/\" title=\"Como escalar um neg\u00f3cio | Alcan\u00e7ando o crescimento exponencial\" data-wpil-monitor-id=\"10233\">scaling core business<\/a> systems.<\/li>\n\n\n\n<li>Aproveitando ao m\u00e1ximo a an\u00e1lise de dados.<\/li>\n\n\n\n<li>Certificando-se de que sua empresa pode lidar com mudan\u00e7as.<\/li>\n\n\n\n<li>Garantir que os fluxos de trabalho centrados na IA tenham um elemento humano.<\/li>\n\n\n\n<li>Ser \u00e1gil e ter meios para se ajustar.<\/li>\n\n\n\n<li>Extraindo o que h\u00e1 de melhor nas pessoas.<\/li>\n\n\n\n<li>Confian\u00e7a e seguran\u00e7a.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"market-research-on-cognitive-analysis\">Pesquisa de mercado sobre an\u00e1lise cognitiva<\/h2>\n\n\n\n<p>As empresas est\u00e3o usando esse tipo de an\u00e1lise para obter acesso a fontes de dados ocultas. Eles j\u00e1 o usam para fotos, e-mails, arquivos de texto e postagens sociais. Os profissionais de sa\u00fade utilizam-no para combinar os pacientes com os melhores cuidados ou tratamentos precoces. Embora ainda esteja em seus est\u00e1gios iniciais, tem o poder de fornecer respostas em tempo real a grandes quantidades de dados. \u00c9 tamb\u00e9m uma mudan\u00e7a de mentalidade em rela\u00e7\u00e3o \u00e0 an\u00e1lise local.<\/p>\n\n\n\n<p>Qualitativo <a href=\"https:\/\/www.sisinternational.com\/pt\/dia-mundial-do-autismo\/\" title=\"Estudos de pesquisa de mercado sobre autismo\" data-wpil-monitor-id=\"10227\">research aids in studying<\/a> buyer habits. It also shows the reasons for product buybacks. Quantitative research gives us facts and figures on your clients\u2019 buying patterns. We also do live interviews and surveys. <a href=\"https:\/\/www.linkedin.com\/company\/sisinternationalresearch\" target=\"_blank\" rel=\"noopener\">We host focus groups<\/a>, a market research tool that works very well. This method is perfect for gathering data in depth. Focus groups make clear the customers\u2019 actual points of view and ideas. Also, we do strategy research, which helps you save money and ensures your firm\u2019s growth.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"the-research-investment-that-compounds\">The Research Investment That Compounds<\/h2>\n\n\n\n<p>Shopper cognitive analysis is not a single study. It is an intelligence capability that sharpens every downstream decision: planogram design, package architecture, promotional strategy, assortment composition, and private label positioning. Each round of cognitive research refines the organization&#8217;s model of how its specific shoppers, in its specific categories, actually form decisions.<\/p>\n\n\n\n<p>Retailers and manufacturers that build this capability create an asymmetric advantage. Their competitors continue optimizing against stated preferences. They optimize against the cognitive mechanics that stated preferences obscure. The difference compounds over quarterly planning cycles into measurable share gains at the shelf.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"our-facility-location-in-new-york\">Localiza\u00e7\u00e3o de nossas instala\u00e7\u00f5es em Nova York<\/h2>\n\n\n\n<p>\n\n\n\n<iframe loading=\"lazy\" src=\"https:\/\/www.google.com\/maps\/embed?pb=!1m18!1m12!1m3!1d3022.976188376966!2d-73.99130312499956!3d40.740549471389315!2m3!1f0!2f0!3f0!3m2!1i1024!2i768!4f13.1!3m3!1m2!1s0x89c259a15798c731%3A0xd695d09bdd495f25!2s11%20E%2022nd%20St%20FL%202%2C%20New%20York%2C%20NY%2010010%2C%20USA!5e0!3m2!1sen!2spe!4v1726171763526!5m2!1sen!2spe\" width=\"600\" height=\"450\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe>\n\n\n\n<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">11 E 22nd Street, 2\u00ba andar, Nova York, NY 10010 T: +1(212) 505-6805<\/h3>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"about-sis-international\"><strong>Sobre SIS Internacional<\/strong><\/h2>\n\n\n\n<p><a href=\"https:\/\/www.sisinternational.com\/pt\/\"><span style=\"font-weight: 400;\">SIS Internacional<\/span><\/a><span style=\"font-weight: 400;\"> offers Quantitative, Qualitative, and Strategy Research. We provide data, tools, strategies, reports, and insights for decision-making. We also conduct interviews, surveys, focus groups, and other <a href=\"https:\/\/www.sisinternational.com\/pt\/quantitative-market-research-methods-and-techniques\/\" title=\"Quantitative Market Research Methods and Techniques\" data-wpil-monitor-id=\"10221\">Market Research methods<\/a> and approaches.<\/span><a href=\"https:\/\/www.sisinternational.com\/pt\/sobre-a-sis-international-research\/contact-sis-international-market-research\/\"><span style=\"font-weight: 400;\"> Entre em contato conosco<\/span><\/a><span style=\"font-weight: 400;\"> para o seu pr\u00f3ximo projeto de pesquisa de mercado.<\/span><\/p>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>A pesquisa de mercado de an\u00e1lise cognitiva examina conjuntos de dados e estruturas de dados n\u00e3o estruturados. Ele verifica o banco de dados usando an\u00e1lise cognitiva.<\/p>","protected":false},"author":1,"featured_media":64414,"parent":14660,"menu_order":27,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-40194","page","type-page","status-publish","has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/40194","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/comments?post=40194"}],"version-history":[{"count":7,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/40194\/revisions"}],"predecessor-version":[{"id":85664,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/40194\/revisions\/85664"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/14660"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media\/64414"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media?parent=40194"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}