Um novo estudo revela que a 'meditação poética' pode melhorar a análise de dados qualitativos, oferecendo aos pesquisadores uma experiência sensorial aprimorada e uma capacidade de abordar a análise de dados de direções inesperadas.
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Domínio público
Um novo estudo revela que a 'meditação poética' pode melhorar a análise de dados qualitativos, oferecendo aos pesquisadores uma experiência sensorial aprimorada e uma capacidade de abordar a análise de dados de direções inesperadas.
Os autores do estudo explicam que a meditação permite que os pesquisadores treinem seu corpo para a coleta de dados – melhorando sua capacidade de capturar percepções inesperadas e lidar com a incerteza e a transformação à medida que incorporam novas interpretações em suas pesquisas.
As habilidades permitem que os pesquisadores entendam novas práticas culturais. Meditações poéticas podem preparar os pesquisadores para ver o mundo com outros olhos.
Publicando suas descobertas no Journal of Marketing Management , pesquisadores da Universidade de Birmingham e Kedge Business School, Bordeaux, França, delineiam um novo processo radical para ajudar os pesquisadores a aprimorar seu trabalho.
Pilar Rojas-Gaviria, da Universidade de Birmingham, comentou: "A maravilha científica nos leva a fazer perguntas sobre o propósito do consumo, a forma como os mercados são criados e estendidos e como a vida e a experiência humana estão ligadas a ambos".
"Os acadêmicos sempre desenvolveram teses para resolver questões e explicar eventos, mas a prática da atenção plena pode tornar nossos corpos um instrumento de pesquisa - coletando dados de diferentes fontes ambientais. A poesia oferece aos pesquisadores qualitativos uma ferramenta útil para reconfigurar seus arredores e lançar uma nova luz sobre os dados com quem trabalham."
A meditação poética permite que os pesquisadores revelem características inesperadas ou anteriormente despercebidas dos ambientes de mercado e consumo – em vez de simplesmente reproduzir categorias e teorias existentes.
Ao gravar e apresentar meditações poéticas por meio de mídia de áudio, os pesquisadores demonstram o potencial da poesia para estimular novas ideias que podem influenciar como os acadêmicos abordam a coleta ou análise de dados.
Os pesquisadores demonstram a técnica com duas meditações poéticas com foco nas cores verde e vermelho. Essas apresentações de áudio colocam o ouvinte em um estado relaxado, antes de levá-lo a uma jornada intelectual pela poesia e filosofia, terminando com um período de meditação.
Robin Canniford, da Kedge Business School, comentou: "Acreditamos que esta técnica pode inspirar os pesquisadores a incluir gravações de som e apresentações de dados em suas publicações, criando uma abordagem diferente para comunicar e compreender suas descobertas".
"Criar uma meditação poética pode ser o primeiro passo na jornada de um pesquisador que descobre novas sensações, interpretações e questões - alcançando respostas não convencionais e impactantes em nossa pesquisa, mesmo quando as respostas parecem estar distantes no futuro."
A poesia em marketing já provou ser um método de pesquisa eficaz para desafiar o pensamento convencional em áreas como branding. Ajudou os profissionais de marketing a entender os mercados e os consumidores, envolvendo-se em conversas que capturam como as pessoas consomem produtos e serviços.
Mais informações: Pilar Rojas-Gaviria et al, Meditação poética: (re)apresentando o mistério do campo, Journal of Marketing Management (2022). DOI:
10.1080/0267257X.2022.2112611