{"id":11218,"date":"2022-11-24T11:55:00","date_gmt":"2022-11-24T14:55:00","guid":{"rendered":"https:\/\/www.mjvinnovation.com\/blog\/como-utilizar-os-cartoes-de-insight\/"},"modified":"2025-05-20T00:20:18","modified_gmt":"2025-05-20T03:20:18","slug":"como-utilizar-os-cartoes-de-insight","status":"publish","type":"post","link":"https:\/\/www.mjvinnovation.com\/pt-br\/blog\/como-utilizar-os-cartoes-de-insight\/","title":{"rendered":"Como utilizar os Cart\u00f5es de Insight do Design Thinking?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">In\u00fameros s\u00e3o os m\u00e9todos do <\/span><a href=\"https:\/\/www.mjvinnovation.com\/pt-br\/design-thinking\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Design Thinking<\/span><\/a><span style=\"font-weight: 400;\"> para resolver problemas de forma mais simples e otimizada. Em poucas palavras, \u00e9 o que muitos chamam de racioc\u00ednio \u201cfora da caixa\u201d. Entre tantas possibilidades, voc\u00ea j\u00e1 ouviu falar sobre os<\/span><b> Cart\u00f5es de Insight<\/b><span style=\"font-weight: 400;\">?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sabia que eles j\u00e1 foram uma t\u00e9cnica usada na Copa do Mundo de 2014?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Na \u00e9poca, as pesquisas do Projeto Copamobi, uma iniciativa para gerar inova\u00e7\u00f5es para os servi\u00e7os do evento, criaram v\u00e1rios Cart\u00f5es de Insight. Tudo o que foi coletado foi traduzido em oportunidades de neg\u00f3cio.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para entender como isso foi poss\u00edvel, respondemos todas as d\u00favidas sobre Cart\u00f5es de Insight neste artigo.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">O que s\u00e3o Cart\u00f5es de Insight?\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Os <\/span><b>Cart\u00f5es de Insight s\u00e3o a t\u00e9cnica de documentar os dados coletados das Pesquisas Explorat\u00f3ria, <\/b><a href=\"https:\/\/www.mjvinnovation.com\/pt-br\/blog\/desk-research\/\" target=\"_blank\" rel=\"noopener\"><b>Desk<\/b><\/a><b> e em Profundidade<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">O objetivo \u00e9 que a equipe do projeto tenha mais facilidade e agilidade para consultar e manusear todas as informa\u00e7\u00f5es.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por isso, <\/span><b>todos os registros s\u00e3o feitos em cart\u00f5es<\/b><span style=\"font-weight: 400;\">. J\u00e1 a palavra \u201cinsight\u201d \u00e9 usada para trazer toda sua carga de significado.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Do ingl\u00eas, ela \u00e9 formada pelo prefixo in (dentro) e sight (vista), ou seja, \u201cvista interior\u201d ou \u201colhar de dentro\u201d, em uma tradu\u00e7\u00e3o livre. De forma resumida, \u00e9 a capacidade de ter um entendimento de alguma coisa ou algo, de forma intuitiva.\u00a0\u00a0<\/span><\/p>\n<p><strong>Confira o v\u00eddeo da MJV sobre cart\u00f5es de insight:<\/strong><\/p>\n<p><span style=\"font-weight: 400;\"><iframe class=\"hs-responsive-embed-iframe lazyload\" style=\"display: block; margin-left: auto; margin-right: auto;\" data-src=\"\/\/www.youtube.com\/embed\/sip6TtDU7FM\" width=\"560\" height=\"314\" allowfullscreen=\"allowfullscreen\" data-service=\"youtube\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" data-load-mode=\"1\"><\/iframe>\u00a0\u00a0\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Quais s\u00e3o os elementos de um Cart\u00e3o de Insight?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Os Cart\u00f5es de Insight, geralmente, cont\u00e9m um <\/span><b>t\u00edtulo que resume o achado e o texto original coletado na pesquisa<\/b><span style=\"font-weight: 400;\">. Vale destacar que <\/span><b>a fonte sempre \u00e9 citada<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Al\u00e9m disso, eles podem ter outras codifica\u00e7\u00f5es para facilitar as an\u00e1lises, como o local de coleta, momento do ciclo de vida do produto ou servi\u00e7o ao qual se refere.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Por que usar?\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Os Cart\u00f5es de Insight s\u00e3o \u00fateis para <\/span><b>an\u00e1lise e s\u00edntese das informa\u00e7\u00f5es coletadas<\/b><span style=\"font-weight: 400;\">. Afinal, eles s\u00e3o organizados de uma forma que facilita obter padr\u00f5es e criar desafios que auxiliam na compreens\u00e3o dos problemas.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">A seguir, veja os benef\u00edcios pr\u00e1ticos de usar essa ferramenta no processo de Design Thinking.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">1. Inspira a gera\u00e7\u00e3o de ideias<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A maioria das ideias n\u00e3o surgem de forma inesperada, por\u00e9m precisam de um conjunto de informa\u00e7\u00f5es e observa\u00e7\u00f5es.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Quanto mais voc\u00ea organiza as situa\u00e7\u00f5es de um trabalho, mais f\u00e1cil ser\u00e1 ampliar a criatividade.<\/span><b>\u00a0<\/b><\/p>\n<h3><span style=\"font-weight: 400;\">2. Lista novas \u00e1reas de oportunidade<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u00c0 medida que as ideias surgem, tamb\u00e9m \u00e9 poss\u00edvel ir al\u00e9m do \u00f3bvio.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Isso significa que voc\u00ea encontra mais formas eficientes e pr\u00e1ticas para implementar as t\u00e3o desejadas melhorias e inova\u00e7\u00f5es de qualquer projeto.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">3. Permite identificar padr\u00f5es<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Al\u00e9m da vantagem de achar coisas novas e interessantes, outra possibilidade s\u00e3o as conex\u00f5es e inter-rela\u00e7\u00f5es estabelecidas entre os dados coletados.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por isso, \u00e9 comum que um tema espec\u00edfico seja, posteriormente, desmembrado em v\u00e1rias categorias de an\u00e1lise.<\/span><b>\u00a0<\/b><\/p>\n<h3><span style=\"font-weight: 400;\">4. Facilita o trabalho colaborativo<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Com os cart\u00f5es em m\u00e3os, os integrantes da equipe podem exp\u00f4-los numa parede ou num quadro.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dessa forma, fica mais f\u00e1cil estimular a contribui\u00e7\u00e3o de todos. O bom \u00e9 que isso pode ser feito e refeito quantas vezes forem necess\u00e1rias, at\u00e9 que haja uma concord\u00e2ncia na an\u00e1lise.<\/span><b>\u00a0<\/b><\/p>\n<h3><span style=\"font-weight: 400;\">5. Evita a distor\u00e7\u00e3o dos fatos<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Todo trabalho pode ter distor\u00e7\u00f5es n\u00e3o propositais, tamb\u00e9m conhecidas como vieses cognitivas.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Quando os cart\u00f5es s\u00e3o usados, a chance disso acontecer diminui, j\u00e1 que existem mais mecanismos para exercitar a aten\u00e7\u00e3o e autocr\u00edtica.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Como usar os Cart\u00f5es de Insight?\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Os Cart\u00f5es de Insight podem ser usados em diversas <\/span><a href=\"https:\/\/www.mjvinnovation.com\/pt-br\/blog\/fases-design-thinking\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">fases do processo de Design Thinking<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por exemplo, s\u00e3o bem-vindos <\/span><b>para criar um mapa do resumo da imers\u00e3o<\/b><span style=\"font-weight: 400;\">. Ou ainda s\u00e3o aproveitados nas sess\u00f5es de idea\u00e7\u00e3o colaborativa <\/span><b>para identificar rela\u00e7\u00f5es entre os dados e inspirar a gera\u00e7\u00e3o de outras ideias<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Abaixo, explicamos detalhadamente as possibilidades.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.mjvinnovation.com\/pt-br\/blog\/diagrama-de-afinidades\/\" target=\"_blank\" rel=\"noopener\"><b>Diagrama de Afinidades<\/b><\/a><b>: <\/b><span style=\"font-weight: 400;\">organiza e agrupa os cart\u00f5es com base em afinidade, similaridade, depend\u00eancia ou proximidade. O objetivo \u00e9 identificar padr\u00f5es e inter\u2010rela\u00e7\u00f5es entre os dados, assim como em sess\u00f5es de idea\u00e7\u00e3o colaborativa, que inspiram a gera\u00e7\u00e3o de ideias.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.mjvinnovation.com\/pt-br\/blog\/desk-research\/\" target=\"_blank\" rel=\"noopener\"><b>Pesquisa Desk<\/b><\/a><b>: <\/b><span style=\"font-weight: 400;\">sempre que se identifica uma quest\u00e3o relevante para o projeto ela \u00e9 capturada em um cart\u00e3o, onde se registra o achado principal, a fonte e uma explica\u00e7\u00e3o do assunto.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Pesquisa de Campo:<\/b><span style=\"font-weight: 400;\"> geralmente, os cart\u00f5es s\u00e3o criados quando o pesquisador volta para \u201ccasa\u201d e repassa o que viu e ouviu registrando as quest\u00f5es que saltaram aos olhos.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Reuni\u00f5es de debriefing:<\/b><span style=\"font-weight: 400;\"> as experi\u00eancias dos diversos pesquisadores s\u00e3o confrontadas e os padr\u00f5es e oportunidades capturados.<\/span><\/li>\n<\/ul>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/www.mjvinnovation.com\/wp-content\/uploads\/2019\/11\/BP_cartoes_insight_MIOLO-3.gif\" alt=\"\" class=\"wp-image-32069\" width=\"261\" height=\"261\"\/><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\">Conhe\u00e7a um caso de um uso dos Cart\u00f5es de Insight<\/h2>\n\n\n\n<p>Agora que voc\u00ea j\u00e1 entendeu os benef\u00edcios dos Cart\u00f5es de Insight, vamos voltar ao exemplo da Copa do Mundo de 2014, citado na introdu\u00e7\u00e3o deste texto.&nbsp;<\/p>\n\n\n\n<p>Voc\u00ea tem ideia de quantos insights foram poss\u00edveis com a cria\u00e7\u00e3o desses cart\u00f5es?<\/p>\n\n\n\n<p>Foram tantos que foi necess\u00e1rio classific\u00e1-los por temas: tecnologia, acesso \u00e0 informa\u00e7\u00e3o, esportes, comportamento e experi\u00eancia tur\u00edstica.&nbsp;<\/p>\n\n\n\n<p>Veja dois exemplos reais de insights do Projeto Copamobi:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Muitos turistas t\u00eam prazer em se sentirem imersos na cultura visitada, mas sentem dificuldade em buscar atividades e locais, ficando restritos aos pontos tur\u00edsticos.<\/li><\/ul>\n\n\n\n<p><strong>Tema<\/strong>: Experi\u00eancia Tur\u00edstica.<\/p>\n\n\n\n<p><strong>Fonte<\/strong>: Entrevistas em profundidade.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Turistas t\u00eam diferentes n\u00edveis de dom\u00ednio de tecnologia e nem sempre disp\u00f5em de aparelhos topo de linha ou sabem como us\u00e1-los.&nbsp;<\/li><\/ul>\n\n\n\n<p><strong>Tema<\/strong>: Acesso \u00e0 informa\u00e7\u00e3o.<\/p>\n\n\n\n<p><strong>Fonte<\/strong>: Pesquisa explorat\u00f3ria.<\/p>\n\n\n\n<p>Na pr\u00e1tica, os Cart\u00f5es de Insight gerados ampliaram os horizontes para al\u00e9m do evento. E a ideia \u00e9 essa mesmo!&nbsp;<\/p>\n\n\n\n<p>Quando voc\u00ea utiliza essa ferramenta \u00e9 normal que, al\u00e9m dos padr\u00f5es identificados nas pesquisas, novas \u00e1reas de oportunidade sejam exploradas nas fases seguintes de qualquer projeto.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Use os Cart\u00f5es de Insight e gere novas solu\u00e7\u00f5es para seus projetos<\/h2>\n\n\n\n<p>Como voc\u00ea deve ter percebido, depois das etapas de levantamento de dados da fase de Imers\u00e3o do Design Thinking, voc\u00ea tem muito mais possibilidades de gerar novas inspira\u00e7\u00f5es produtivas e proveitosas com os Cart\u00f5es de Insight.<\/p>\n\n\n\n<p>Agora que voc\u00ea acabou de entender todos os benef\u00edcios de mais uma ferramenta de inova\u00e7\u00e3o para seus projetos, aproveite e leia tamb\u00e9m o <a href=\"https:\/\/content.mjvinnovation.com\/pt-br\/ebook\/roi-de-design-thinking?_ga=2.4240691.147928214.1669122258-1544575517.1654716959\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>e-book gratuito sobre ROI de Design Thinking<\/strong><\/a>. Clique no banner e acesse!<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/content.mjvinnovation.com\/pt-br\/ebook\/roi-de-design-thinking\" target=\"_blank\" rel=\"noreferrer noopener\"><img decoding=\"async\" width=\"790\" height=\"211\" data-src=\"https:\/\/www.mjvinnovation.com\/wp-content\/uploads\/2016\/03\/mjv_user_journey_guide_2021_email_CTA-copy.png\" alt=\"\" class=\"wp-image-32008 lazyload\" data-srcset=\"https:\/\/www.mjvinnovation.com\/wp-content\/uploads\/2016\/03\/mjv_user_journey_guide_2021_email_CTA-copy.png 790w, https:\/\/www.mjvinnovation.com\/wp-content\/uploads\/2016\/03\/mjv_user_journey_guide_2021_email_CTA-copy-720x192.png 720w, https:\/\/www.mjvinnovation.com\/wp-content\/uploads\/2016\/03\/mjv_user_journey_guide_2021_email_CTA-copy-285x76.png 285w, https:\/\/www.mjvinnovation.com\/wp-content\/uploads\/2016\/03\/mjv_user_journey_guide_2021_email_CTA-copy-768x205.png 768w\" data-sizes=\"(max-width: 790px) 100vw, 790px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 790px; --smush-placeholder-aspect-ratio: 790\/211;\" \/><\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"Ap\u00f3s a Imers\u00e3o do\u00a0Design Thinking, \u00e9 o momento de realizas as pesquisas. Para aproveitar melhor as informa\u00e7\u00f5es, utilizam-se Cart\u00f5es de Insights. Saiba como!","protected":false},"author":6,"featured_media":32074,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[143],"tags":[],"class_list":["post-11218","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inovacao"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Como utilizar os Cart\u00f5es de Insight do Design Thinking? - MJV<\/title>\n<meta name=\"description\" content=\"Os cart\u00f5es de insight s\u00e3o ferramentas do Design Thinking indispens\u00e1veis para que voc\u00ea consiga tirar ideias do papel. 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