{"id":12013,"date":"2009-02-11T20:27:44","date_gmt":"2009-02-11T20:27:44","guid":{"rendered":"https:\/\/www.sisinternational.com\/consumer-analytics-eharmony-hypothetical-case-study\/"},"modified":"2025-09-16T20:01:49","modified_gmt":"2025-09-17T00:01:49","slug":"estudo-de-caso-hipotetico-de-analise-de-consumo-eharmony","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/pt\/estudo-de-caso-hipotetico-de-analise-de-consumo-eharmony\/","title":{"rendered":"An\u00e1lise do consumidor: estudo de caso hipot\u00e9tico da eHarmony"},"content":{"rendered":"
\"Pesquisa<\/figure>\n\n\n\n

<\/span><\/span><\/p>\n\n\n\n

eHarmony.com oferece um servi\u00e7o de namoro online que conecta homens e mulheres na esperan\u00e7a de criar relacionamentos amorosos. Possui f\u00f3rmulas patenteadas para combinar melhor com os amigos e tem como alvo principalmente aqueles na faixa et\u00e1ria de 21 a 55 anos ou mais. Atualmente, os comerciais de televis\u00e3o da eHarmony expressam a felicidade que as pessoas sentem ao conhecerem seus parceiros cientificamente compat\u00edveis. Nesse sentido, o servi\u00e7o \u00e9 essencialmente retratado como uma escolha opcional para algumas pessoas encontrarem a felicidade. Este \u00e9 um estudo de caso hipot\u00e9tico sobre o uso de an\u00e1lises de pesquisa para avaliar o comportamento do consumidor e encontrar \u201co que o cliente deseja\u201d.<\/strong><\/p>\n\n\n\n

O estudo de caso a seguir \u00e9 um estudo de caso aprofundado neste blog apenas para o interesse de nossos leitores. Anota\u00e7\u00f5es importantes:<\/p>\n\n\n\n

    \n
  1. Este relat\u00f3rio de treinamento N\u00c3O reflete a composi\u00e7\u00e3o t\u00edpica de um relat\u00f3rio da SIS International. Nunca foi e nunca ser\u00e1 submetido a nenhum cliente nem utilizado para fins comerciais. Nenhuma representa\u00e7\u00e3o \u00e9 feita quanto \u00e0 sua qualidade, factualidade ou atualidade.<\/span><\/li>\n\n\n\n
  2. SIS never discloses client names<\/a> or contents of reports, and has adhered to strict ethics since its founding 25 years ago.<\/span><\/li>\n\n\n\n
  3. O artigo n\u00e3o cont\u00e9m conselhos para a tomada de decis\u00f5es. Voc\u00ea concorda com todos os termos da pol\u00edtica de privacidade e termos de uso do SIS detalhados neste site.<\/span><\/li>\n<\/ol>\n\n\n\n


    Meio de Publicidade \u2013 Televis\u00e3o<\/span><\/strong><\/p>\n\n\n\n

    To attract more of the younger segment of singles aged 21 \u2013 35, eHarmony.com could consider employing an attitude-changing campaign in which television ads stress scarcity and difficulty in finding one\u2019s fairy tale mate. This campaign may change attitudes among 21 \u2013 35 year-olds that online social dating<\/a> is not for those who \u201cgive up\u201d on traditional dating, but those who want to stop wasting their time looking in the wrong places.<\/p>\n\n\n\n

    O an\u00fancio teria que transmitir sentimentos positivos e otimistas quando o ator usa o eHarmony para levar seu namoro a s\u00e9rio, mas tamb\u00e9m transmitiria escassez e um apelo \u00e0 a\u00e7\u00e3o. Esta forma \u201caspiracional\u201d de publicidade poderia possivelmente fazer com que os \u201creceptores\u201d avaliassem as suas pr\u00f3prias experi\u00eancias de namoro e tocassem aqueles que est\u00e3o sentados em casa sem um par para o fim de semana.<\/p>\n\n\n\n

    These advertisements would target both males and females to achieve a balanced number of sign-ups. Specifically, eHarmony\u2019s campaign could target MTV, Lifetime, VH1, ESPN, and also after key network shows like ABC\u2019s Lost, which is geared towards this age segment. Because several of these channels are gender-specific, there could be two versions of the commercial, with either a female source or male source.<\/p>\n\n\n\n

    A televis\u00e3o \u00e9 um meio forte para mudar as atitudes deste segmento jovem porque tem como alvo aqueles indiv\u00edduos que est\u00e3o sentados em casa no sof\u00e1. Existe a possibilidade de que, por estarem em casa assistindo televis\u00e3o, possam se sentir solit\u00e1rios. Quando \u201cpreparados\u201d com este comercial e um apelo \u00e0 a\u00e7\u00e3o, eles podem ser persuadidos a aderir a este servi\u00e7o para aliviar a sua ansiedade, solid\u00e3o ou sentimentos de que est\u00e3o a perder tempo. Em segundo lugar, os jovens s\u00e3o os maiores observadores da televis\u00e3o; isso \u00e9 confirmado em geral pela grande quantidade de an\u00fancios voltados para essa faixa et\u00e1ria.<\/p>\n\n\n\n

    Third, television would allow eHarmony to achieve its particular marketing objectives. eHarmony brands itself to consumers as the premier and most scientific online dating service. Its sleek and upbeat television ads convey a professional message unlike other seedy online advertising for online dating. This helps to differentiate<\/a> it from other brands and adds value to its brand, which helps to attract the right candidates for its service. Other unconventional forms of advertising like M-commerce could even be detrimental towards this strategically \u201cexclusive\u201d brand given the newness of the medium and consumers\u2019 perceptions about this service category.<\/p>\n\n\n\n

    Em quarto lugar, a publicidade televisiva em canais-alvo poderia permitir que os actores representassem a mensagem exacta atrav\u00e9s da linguagem corporal, em vez de a transmitirem meramente atrav\u00e9s de textos ou imagens em revistas ou publicidade online. A este respeito, a mensagem de escassez de parceiros, o consenso entre os atores no an\u00fancio e as rea\u00e7\u00f5es emocionais e comportamentais positivas ao amor encontradas no eHarmony podem ser retratadas visual e indiretamente para os telespectadores.<\/p>\n\n\n\n

    Fonte potencial de an\u00fancio<\/span><\/strong><\/p>\n\n\n\n

    Duas caracter\u00edsticas poderiam ser consideradas na escolha da fonte do an\u00fancio. Primeiro, o comunicador teria que ser confi\u00e1vel. Com isso, a eHarmony teria um membro mais jovem do mesmo segmento et\u00e1rio, o que construiria credibilidade em virtude da sua idade. O ator estar\u00e1 figurativamente falando a linguagem dos receptores.<\/p>\n\n\n\n

    Also, the commercials would maintain at the end of them the comments of the founder, who himself has a Phd degree. This would also contain authoritative persuasive effects and positive associations, which might help to limit knowledge bias. To prevent reporting bias, eHarmony could contract out with two actors so that they do not endorse other products, which could compromise the message.<\/p>\n\n\n\n

    Secondly, in the two versions of the ad with either a male or female source, the communicator may also be physically attractive. This is because, according to the Halo effect, the receiver will relate the service with feelings towards the attractive source<\/a>. Importantly, this attractiveness is highly relevant to the service given that online dating is largely about physical and emotional attraction. Hence, this attractive source would help quickly build trust in the service given the relevance of attraction to the service offering. This source would also help receivers to envisage the quality of subscribers and what kind of mate people can find on eHarmony. Ultimately, this attractive source in each ad could help in ensuring receivers process the message and change their potentially reluctant attitudes on online dating.

    Modelo de probabilidade de elabora\u00e7\u00e3o<\/strong><\/span><\/p>\n\n\n\n

    One message that could work with the central route is a source giving a message to receivers about the scarcity of one\u2019s mate and how receivers are wasting their time with traditional dating practices. Essentially, the message warns about wasting time with traditional dating and watching television alone, missing out on life. The receiver would then proceed with high involvement processes eliciting cognitive responses that either agree or disagree with the message. Thus, a receiver might think about a recent bad dating experience and agree. The receiver who agrees with the message will likely comply with the ad\u2019s message, resulting in belief and attitude change followed by a behavior change. They might try the free personality prerequisite test<\/a> and begin their subscriptions to the service. On the other hand, a receiver might strongly disagree with the message given their own positive experiences in the past, and they may provide cogent reasoning as to why the message is wrong.<\/p>\n\n\n\n

    In contrast, a message following the peripheral route concerns the attractiveness of the source or the visual depiction of finding an attractive mate quickly. In this respect, the message would require low-involvement processing, and receivers would grasp that they could find an attractive mate on this site through a professional matchmaking method. This would cause belief change about online dating services<\/a> and, in particular, eHarmony.com. This could cause a change in behavior by getting the receiver to sign up and cause others to sign up through word-of-mouth buzz. Once this happens the receiver may change his or her opinion on this type of service and specifically build positive perceptions about eHarmony.com.<\/p>\n\n\n\n

     <\/p>\n\n\n\n

    <\/p>","protected":false},"excerpt":{"rendered":"

    eHarmony.com oferece um servi\u00e7o de namoro online que conecta homens e mulheres na esperan\u00e7a de criar relacionamentos amorosos.<\/p>","protected":false},"author":1,"featured_media":64778,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[290],"tags":[],"class_list":["post-12013","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consumer","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/posts\/12013","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/types\/post"}],"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=12013"}],"version-history":[{"count":4,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/posts\/12013\/revisions"}],"predecessor-version":[{"id":81326,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/posts\/12013\/revisions\/81326"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media\/64778"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media?parent=12013"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/categories?post=12013"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/tags?post=12013"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}