{"id":12078,"date":"2019-10-29T17:02:20","date_gmt":"2019-10-29T17:02:20","guid":{"rendered":"https:\/\/www.sisinternational.com\/harnessing-perceptions-in-b2b-markets\/"},"modified":"2026-01-27T15:24:09","modified_gmt":"2026-01-27T20:24:09","slug":"aproveitando-percepcoes-em-mercados-b2b","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/pt\/aproveitando-percepcoes-em-mercados-b2b\/","title":{"rendered":"Pesquisa de mercado de partes interessadas B2B"},"content":{"rendered":"<figure class=\"gb-block-image gb-block-image-e0022755\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-e0022755\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3.jpg\" alt=\"Pesquisa e Estrat\u00e9gia de Mercado Internacional da SIS\" title=\"B2Bjpg (3)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n<h2>Os mercados business-to-business muitas vezes ignoram a import\u00e2ncia da opini\u00e3o e da percep\u00e7\u00e3o entre as partes interessadas B2B.<\/h2>\n<p>Understanding perception is crucial as it impacts investment decisions, the willingness of supply chain stakeholders to work together and countless daily activities dependent on having consistent perceptions.\u00a0 In today&#8217;s B2B markets, perceptions are enhanced, developed, and sustained through the following channels.<\/p>\n<ul>\n<li><strong>Sites de com\u00e9rcio e not\u00edcias B2B<\/strong><\/li>\n<li><strong>Viagens e confer\u00eancias<\/strong><\/li>\n<li><strong>Blogs e f\u00f3runs B2B<\/strong><\/li>\n<li><strong>Redes sociais B2B<\/strong><\/li>\n<li><strong>M\u00eddia viral<\/strong><\/li>\n<li><strong>Conformidade<\/strong><\/li>\n<li><strong>Cultura<\/strong><\/li>\n<li><strong>Influenciadores, principais l\u00edderes de opini\u00e3o e l\u00edderes referenciais<\/strong><\/li>\n<\/ul>\n<h2>Referential leaders are stakeholders with significant relevance on an individual\u2019s evaluations, aspirations, or behavior.<\/h2>\n<p>Nos mercados B2B, estes podem consistir em l\u00edderes de opini\u00e3o importantes, superiores no trabalho, autores da ind\u00fastria e outros. Eles t\u00eam formas potentes de persuas\u00e3o e \u201cpoder\u201d, incluindo<\/p>\n<ul>\n<li><strong>Poder da informa\u00e7\u00e3o:<\/strong> A person who has access to elusive information can influence<\/li>\n<li><strong>Poder especializado:<\/strong> An expert\u2019s recommendation can influence<\/li>\n<li><strong>Poder de recompensa:<\/strong> A person\u2019s ability to reward (such as a promotion or social approval) can influence<\/li>\n<li><strong>Poder de refer\u00eancia:<\/strong> A mere recommendation can influence<\/li>\n<\/ul>\n<p>O grau de influ\u00eancia dos l\u00edderes referenciais varia de acordo com os impactos desses l\u00edderes nas partes interessadas que influenciam as percep\u00e7\u00f5es sobre uma marca. Ao determinar o impacto dos influenciadores, a SIS International normalmente explora o seguinte:<\/p>\n<ul>\n<li><strong>Alcance de mercado<\/strong> \u2013 o n\u00famero de pessoas com as quais um indiv\u00edduo tem a capacidade de se conectar.<\/li>\n<li><strong>Qualidade do Impacto<\/strong> \u2013 a estima que as opini\u00f5es e pontos de vista de um indiv\u00edduo s\u00e3o tidos.<\/li>\n<li><strong>Frequ\u00eancia de Impacto<\/strong> \u2013 o n\u00famero de oportunidades que um indiv\u00edduo tem para influenciar as decis\u00f5es de compra.<\/li>\n<li><strong>Proximidade da Decis\u00e3o<\/strong> \u2013 qu\u00e3o pr\u00f3ximo um indiv\u00edduo est\u00e1 do tomador de decis\u00e3o.<\/li>\n<li><strong>Credibilidade da fonte<\/strong> \u2013 quanta d\u00favida permanece na mente.<\/li>\n<\/ul>\n<h2>Diferen\u00e7as culturais<\/h2>\n<p>When dealing with perception, it is often helpful for companies to understand not only what the perceptions are, but also what they are based on. \u00a0Building on this idea, it is further helpful to understand how perceptions are diffused within a group of stakeholders. Depending on the culture, perceptions are derived from the following forms of knowledge:<\/p>\n<ul>\n<li>Influ\u00eancia de fonte respeitada<\/li>\n<li>Experi\u00eancia pessoal<\/li>\n<li>Intui\u00e7\u00e3o<\/li>\n<li>Evid\u00eancia emp\u00edrica<\/li>\n<\/ul>\n<p>While for example, Germans and US Americans tend to culturally regard empirical knowledge as the most important form of insight, Brazilians may attribute more credibility to a \u201creferential leader\u201d such as a respected person.\u00a0\u00a0Applying this insight to a <a href=\"https:\/\/www.sisinternational.com\/pt\/estudos-de-caso\/\" title=\"Estudos de caso\"  data-wpil-monitor-id=\"8105\">market research study<\/a>, it could mean crafting a flexible research design that can elicit core insights on how perceptions are diffused within each country.\u00a0 For example, in Mexico, a <a href=\"https:\/\/www.sisinternational.com\/pt\/pericia\/industrias\/solucoes-de-pesquisa-de-mercado-de-saude\/\" title=\"Empresa de pesquisa de mercado no setor de sa\u00fade\"  data-wpil-monitor-id=\"8106\">market research firm<\/a> can focus on how stakeholders build perceptions, be it through intuition, personal experience, influencers, or empirical information.\u00a0\u00a0<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=\"8107\">Research firms can incorporate into their data<\/a> gathering approach how the 4 forms of knowledge contribute to the diffusion of perceptions.<\/p>\n<h2>Em \u00faltima an\u00e1lise, espera-se que os principais l\u00edderes de opini\u00e3o que podem moldar as percep\u00e7\u00f5es compartilhem as seguintes qualidades:<\/h2>\n<ul>\n<li>Envolvido<\/li>\n<li>Conectado<\/li>\n<li>Influente<\/li>\n<li>Confiado por outros<\/li>\n<li>Criadores de tend\u00eancias<\/li>\n<\/ul>\n<p>By understanding and harnessing these notions, <a href=\"https:\/\/www.sisinternational.com\/pt\/complexidades-de-marketing-b2b\/\" title=\"O que \u00e9 marketing B2B?\"  data-wpil-monitor-id=\"7344\">marketers can better interact with their B2B<\/a> stakeholders.<\/p>\n<p>\u00a0<\/p>","protected":false},"excerpt":{"rendered":"<p>Business-to-Business Markets often miss the importance of opinion and perception among B2B stakeholders. Understanding perception is crucial as it impacts investment decisions, the willingness of supply chain stakeholders to work together and countless daily activities dependent on having consistent perceptions.\u00a0 In today&#8217;s B2B markets, perceptions are enhanced, developed, and sustained through the following channels. B2B &#8230; <a title=\"Pesquisa de mercado de partes interessadas B2B\" class=\"read-more\" href=\"https:\/\/www.sisinternational.com\/pt\/aproveitando-percepcoes-em-mercados-b2b\/\" aria-label=\"Leia mais sobre pesquisa de mercado de partes interessadas B2B\">Leia mais<\/a><\/p>","protected":false},"author":1,"featured_media":62381,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[296],"tags":[],"class_list":["post-12078","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding-thought-leadership","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\/12078","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=12078"}],"version-history":[{"count":5,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/posts\/12078\/revisions"}],"predecessor-version":[{"id":81364,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/posts\/12078\/revisions\/81364"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media\/62381"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media?parent=12078"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/categories?post=12078"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/tags?post=12078"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}