{"id":31711,"date":"2019-02-14T02:36:53","date_gmt":"2019-02-14T02:36:53","guid":{"rendered":"https:\/\/kyvo.global\/br\/?p=31711"},"modified":"2021-05-03T12:23:04","modified_gmt":"2021-05-03T12:23:04","slug":"antropologia-a-servico-da-inovacao","status":"publish","type":"post","link":"https:\/\/kyvo.global\/br\/insights\/antropologia-a-servico-da-inovacao","title":{"rendered":"Antropologia a servi\u00e7o da inova\u00e7\u00e3o"},"content":{"rendered":"<p class=\"selectionShareable\">Por Carol Zatorre (*)<\/p>\n<p class=\"selectionShareable\">Geralmente, quando falo de trabalho, provoco duas surpresas nos meus interlocutores. A primeira acontece ao contar qual \u00e9 a minha forma\u00e7\u00e3o, a antropologia, carreira pouco comum no mercado corporativo. E a segunda ao explicar que atuo diretamente com inova\u00e7\u00e3o, mais especificamente com empresas que buscam a transforma\u00e7\u00e3o digital de seus neg\u00f3cios. Se fosse para resumir, diria que \u00e9 a antropologia a servi\u00e7o da inova\u00e7\u00e3o.<\/p>\n<p class=\"selectionShareable\">A raz\u00e3o principal para essa uni\u00e3o \u00e9 pensar num neg\u00f3cio sustent\u00e1vel, no sentido de proposta de valor, centrada nas necessidades dos indiv\u00edduos . Ou melhor, a alteridade. Segundo a antrop\u00f3loga Mariza Peirano,\u00a0<em>\u201ca alteridade \u00e9 um aspecto fundante da antropologia, sem o qual a disciplina n\u00e3o reconhece a si pr\u00f3pria\u201d.\u00a0<\/em>E esta \u00e9 a forma de a antropologia atuar: construindo e interpretando conte\u00fado com aqueles que usam, de artefatos a servi\u00e7os<\/p>\n<p class=\"selectionShareable\">Ou seja, \u00e9 no entendimento da diferen\u00e7a entre o meu universo cultural e o do outro, que se produz. Sem estabelecer hierarquias e\/ou grada\u00e7\u00f5es, mas reconhecendo, entendendo e explicando o universo cultural do grupo pesquisado. Ao observar o cotidiano alheio, devo buscar explicar o que vejo pela \u00f3tica de quem est\u00e1 sendo pesquisado.<\/p>\n<p class=\"selectionShareable\">Quando comecei a trabalhar com designers, ouvia sobre \u201cter empatia com o usu\u00e1rio\u201d, popularizado pela D.School com o famoso bord\u00e3o \u201cEMPATHY HAPPENS\u201d. E \u00e9 a\u00ed, que ao meu ver, antropologia, design e inova\u00e7\u00e3o se unem para construir\/propor\/compreender a necessidade desse processo de transforma\u00e7\u00e3o digital. Ou seja, o conhecimento antropol\u00f3gico \u00e9 do interesse do mercado, mas, por si s\u00f3, \u00e9 herm\u00e9tico. No entanto, \u00e9 o <a href=\"https:\/\/kyvo.global\/br\/insights\/cultura-design-o-que-e-e-por-que-virou-questao-chave-para-empresas\">processo do design que consegue entregar a aplicabilidade desse conhecimento para o mercado trazendo inova\u00e7\u00f5es<\/a>. Lembrando que a transforma\u00e7\u00e3o digital n\u00e3o pode ser apenas pr\u00e1tica, \u00e9 preciso que seja assimilada e incorporada no mindset de toda a empresa.<\/p>\n<p class=\"selectionShareable\">Recentemente, em um projeto pioneiro de inova\u00e7\u00e3o para a administra\u00e7\u00e3o p\u00fablica contratado pelo Instituto de Pesquisa e Planejamento da cidade de S\u00e3o Jos\u00e9 dos Campos, me dediquei a compreender as raz\u00f5es pelas quais iniciativas de transforma\u00e7\u00e3o digital para servi\u00e7os p\u00fablicos do munic\u00edpio geravam pouco engajamento da popula\u00e7\u00e3o. Era uma inc\u00f3gnita, por exemplo, o fato de um cidad\u00e3o se dispor a pegar uma fila de horas para protocolar um pedido de poda de \u00e1rvore sendo que o servi\u00e7o estava dispon\u00edvel no portal da cidade. Falta de comunica\u00e7\u00e3o? Sim, mas a quest\u00e3o se mostrou mais complexa conforme fomos pesquisando as dores e necessidades da popula\u00e7\u00e3o.<\/p>\n<p class=\"selectionShareable\">Ainda que S\u00e3o Jos\u00e9 dos Campos seja uma das cidades mais pr\u00f3speras do pa\u00eds, abrigando refer\u00eancias de inova\u00e7\u00e3o como a Embraer e o Instituto de Tecnologia da Aeron\u00e1utica, a rela\u00e7\u00e3o do cidad\u00e3o com a administra\u00e7\u00e3o p\u00fablica se mostrava muito pouco amig\u00e1vel. Contribu\u00edam para isso a m\u00e9dia de idade da popula\u00e7\u00e3o, mais velha do que em outros munic\u00edpios com as mesmas caracter\u00edsticas, e a total falta de usabilidade contextual das interfaces dos sites e formul\u00e1rios da prefeitura. Ou seja, mesmo que estivessem dispostos a interagir digitalmente com a administra\u00e7\u00e3o p\u00fablica, as barreiras eram enormes.<\/p>\n<p class=\"selectionShareable\">Mas essas conclus\u00f5es s\u00f3 ficaram evidentes pelo fato de termos olhado n\u00e3o apenas para a plataforma, e sim para a popula\u00e7\u00e3o e suas caracter\u00edsticas sociais. Foi assim que o gap entre o usu\u00e1rio e a face digital da prefeitura ficou exposto.<\/p>\n<p class=\"selectionShareable\">Em um contexto de acelera\u00e7\u00e3o dos processos de transforma\u00e7\u00e3o digital em todas as \u00e1reas, a percep\u00e7\u00e3o do consumidor e usu\u00e1rio, ou melhor, do indiv\u00edduo, \u00e9 crucial para qualquer plano de novo produto ou servi\u00e7o. \u00c9 preciso ressaltar que a inova\u00e7\u00e3o n\u00e3o se d\u00e1 apenas com tecnologia, ela \u00e9 cada vez mais humanizada. <a href=\"https:\/\/kyvo.global\/br\/insights\/chatbot-inteligencia-artificial-para-o-seu-negocio\">At\u00e9 os rob\u00f4s v\u00eam passando por esse processo de humaniza\u00e7\u00e3o<\/a>. E a\u00ed fica evidente a conex\u00e3o entre antropologia e inova\u00e7\u00e3o, um tema que muito em breve deixar\u00e1 de ser distante para as pessoas.<\/p>\n<p class=\"selectionShareable\"><em>(*) Carol Zatorre \u00e9 head de pesquisa da Kyvo Design-Driven Innovation<\/em><\/p>\n<p>Artigo publicado no <a href=\"http:\/\/www.proxxima.com.br\/home\/proxxima\/how-to\/2019\/02\/13\/antropologia-a-servico-da-inovacao.html\">Proxxima<\/a>.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00c9 no entendimento da diferen\u00e7a entre o meu universo cultural e o do outro, que se produz. Sem estabelecer hierarquias e\/ou grada\u00e7\u00f5es, mas reconhecendo, entendendo e explicando o universo cultural do grupo pesquisado. Antropologia e inova\u00e7\u00e3o.<\/p>\n","protected":false},"author":22,"featured_media":31712,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[111],"tags":[145,25,26,81,48,95,90],"class_list":["post-31711","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights","tag-antropologia","tag-inovacao","tag-kyvo","tag-open-innovation","tag-startup","tag-transformacao-digital","tag-wearekyvo","cat-111-id"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Antropologia a servi\u00e7o da inova\u00e7\u00e3o - Kyvo Design-Driven Innovation Brasil<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/kyvo.global\/br\/insights\/antropologia-a-servico-da-inovacao\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Antropologia a servi\u00e7o da inova\u00e7\u00e3o - Kyvo Design-Driven Innovation Brasil\" \/>\n<meta property=\"og:description\" content=\"\u00c9 no entendimento da diferen\u00e7a entre o meu universo cultural e o do outro, que se produz. Sem estabelecer hierarquias e\/ou grada\u00e7\u00f5es, mas reconhecendo, entendendo e explicando o universo cultural do grupo pesquisado. 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