{"id":14173,"date":"2020-07-30T14:30:38","date_gmt":"2020-07-30T14:30:38","guid":{"rendered":"https:\/\/www.f5tci.com\/?p=14173"},"modified":"2021-05-10T14:08:11","modified_gmt":"2021-05-10T14:08:11","slug":"storytelling-com-dados","status":"publish","type":"post","link":"https:\/\/f5tci.com\/en\/2020-07-30_storytelling-com-dados\/","title":{"rendered":"Storytelling com dados – A arte de contar boas hist\u00f3rias"},"content":{"rendered":"

Todos gostamos de uma boa hist\u00f3ria. As hist\u00f3rias s\u00e3o t\u00e3o antigas como a humanidade e s\u00e3o uma estrat\u00e9gia eficaz para captar a aten\u00e7\u00e3o e tornar uma mensagem memor\u00e1vel. Arist\u00f3teles defendia que uma mensagem persuasiva devia conjugar tr\u00eas componentes: Ethos, a credibilidade e experi\u00eancia adquirida ao longo da vida, Logos, os dados e factos que suportam a hist\u00f3ria, e Pathos, a linguagem descritiva e visual e o apelo emocional. Estes pilares revelam-se cruciais em diversos contextos, inclusive em ambiente empresarial, onde \u00e9 cada vez mais importante transmitir informa\u00e7\u00e3o de forma eficaz e criar um v\u00ednculo com as pessoas.<\/p>\r\n

 <\/p>\r\n\r\n\r\n\r\n\r\n\r\n

\"\"<\/p>\r\n

O storytelling <\/em>tem um papel determinante no neg\u00f3cio, nomeadamente no processo de tomada de decis\u00e3o baseada em dados e comunica\u00e7\u00e3o \u00e0 equipa. Uma narrativa eficaz auxilia a compreens\u00e3o, particularmente por espectadores que se sentem menos confort\u00e1veis em interpretar n\u00fameros e gr\u00e1ficos.<\/p>\r\n\r\n\r\n\r\n

Neste contexto particular destacam-se 3 requisitos importantes para uma estrat\u00e9gia eficaz de storytelling <\/em>com dados<\/span>:<\/p>\r\n\r\n\r\n\r\n

    \r\n
  1. Conhecer bem os dados<\/span>
    Para assegurar que a hist\u00f3ria contada \u00e9 correta e completa, \u00e9 importante saber de onde prov\u00e9m os dados e como foram recolhidos.<\/li>\r\n
  2. Conhecer a pergunta ou requisito do neg\u00f3cio<\/span>
    Para al\u00e9m de conhecer os dados, \u00e9 importante saber que quest\u00f5es colocar, de forma a transformar as quest\u00f5es do neg\u00f3cio em quest\u00f5es anal\u00edticas. Fazer a pergunta certa permite receber a informa\u00e7\u00e3o certa e, a partir da\u00ed, desencadear a\u00e7\u00f5es sustentadas.<\/li>\r\n
  3. Conhecer o p\u00fablico-alvo<\/span>
    Conhecer a audi\u00eancia, considerando os diferentes n\u00edveis de literacia em dados. A mensagem deve ser exposta em n\u00fameros e palavras: mensagem-chave expressa em texto, seguida de um gr\u00e1fico que a sustente. Este gr\u00e1fico deve ele pr\u00f3prio ser sugestivo da mensagem, n\u00e3o apenas com t\u00edtulo e r\u00f3tulos, mas com formas autom\u00e1ticas de realce que destaquem a import\u00e2ncia dos dados.<\/li>\r\n<\/ol>\r\n\r\n\r\n\r\n

    A resposta a estes requisitos e a aprendizagem cont\u00ednua fazem parte da forma\u00e7\u00e3o de um bom narrador. Este ser\u00e1 capaz n\u00e3o s\u00f3 de transmitir eficazmente a informa\u00e7\u00e3o, mas tamb\u00e9m de potenciar um ambiente de coes\u00e3o e coopera\u00e7\u00e3o na equipa.<\/p>\r\n\r\n\r\n\r\n

    \r\n
    \"\"<\/figure>\r\n\"\"<\/div>\r\n\r\n\r\n\r\n

    A import\u00e2ncia de criar hist\u00f3rias e visualiza\u00e7\u00f5es de forma eficaz conduz o utilizador a avaliar as capacidades de storytelling <\/em>de uma solu\u00e7\u00e3o de an\u00e1lise de dados <\/a>com uma perspetiva diferente.<\/p>\r\n\r\n\r\n\r\n

    Quais as caracter\u00edsticas a procurar?<\/span>
    \u2022 Mobilidade<\/span>: capacidade de criar hist\u00f3rias em qualquer dispositivo;
    \u2022 Democratiza\u00e7\u00e3o<\/span>: capacidade para cria\u00e7\u00e3o de hist\u00f3rias por qualquer tipo de utilizador;
    \u2022 Flexibilidade<\/span>: capacidade de concentrar conte\u00fado de diferentes dashboards <\/em>e combin\u00e1-los da forma mais adequada \u00e0 narrativa;
    \u2022 Criatividade<\/span>: liberdade para introduzir, mover, redimensionar e sobrepor objetos, bem como incluir objetos de texto, imagens e formas autom\u00e1ticas de realce de valor.
    \u2022 Explora\u00e7\u00e3o<\/span>: capacidade de aceder rapidamente aos dados para explorar detalhes e responder \u00e0s perguntas colocadas pela audi\u00eancia.<\/p>\r\n\r\n\r\n\r\n

    Muitas descobertas ousadas e determinantes ser\u00e3o esquecidas se n\u00e3o forem partilhadas. A capacidade de encontrar informa\u00e7\u00e3o e a capacidade de partilha e narrativa persuasiva s\u00e3o distintas, mas igualmente relevantes quando o prop\u00f3sito \u00e9 obter valor a partir dos dados e desencadear a\u00e7\u00f5es transformadoras.<\/p>\r\n\r\n\r\n\r\n

    In\u00eas Pinho | Sales Consultant<\/em><\/p>","protected":false},"excerpt":{"rendered":"

    Todos gostamos de uma boa hist\u00f3ria. As hist\u00f3rias s\u00e3o t\u00e3o antigas como a humanidade e s\u00e3o uma estrat\u00e9gia eficaz para captar a aten\u00e7\u00e3o e tornar uma mensagem memor\u00e1vel. Arist\u00f3teles defendia que uma mensagem persuasiva devia conjugar tr\u00eas componentes: Ethos, a credibilidade e experi\u00eancia adquirida ao longo da vida, Logos, os dados e factos que suportam […]<\/p>","protected":false},"author":1,"featured_media":17298,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[184,186],"tags":[],"class_list":["post-14173","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-intelligence","category-noticias"],"yoast_head":"\nStorytelling com dados - A arte de contar boas hist\u00f3rias - F5tci<\/title>\n<meta name=\"description\" content=\"J\u00e1 pensou em contar hist\u00f3rias aos colaboradores que n\u00e3o t\u00eam tanta literacia em dados? 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