Banca de QUALIFICAÇÃO: TATHIANY DEYSE FERNANDES ROCHA

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : TATHIANY DEYSE FERNANDES ROCHA
DATE: 09/05/2022
TIME: 09:00
LOCAL: https://meet.google.com/inm-zfjb-oru
TITLE:

Method 5C: Storytelling and Design Thinking for Value Creation of Startups in the Ideation Phase

KEY WORDS:

Innovation. Entrepreneurship. Socioemotional Intelligence. Design Thinking. Storytelling.

PAGES: 88
BIG AREA: Ciências Humanas
AREA: Educação
SUBÁREA: Ensino-Aprendizagem
SPECIALTY: Métodos e Técnicas de Ensino
SUMMARY:

Startup entrepreneurs experience different challenges towards the development of innovative businesses. One of the first issues happens in the problem identification and validation phase, which requires a deep understanding of what happens to the people involved. This phase, considered crucial for the progress of enterprises, comprises access to information regarding the objectives of individuals and their personal issues. Pointed out as one of the reasons that most leads to the closing of new businesses, the lack of customer interest in the solution offered suggests a misunderstanding of the pains and desires of the market. Therefore, in addition to the technical skills necessary to carry out the entrepreneurial activity, certain behavioral skills are also essential. In this scenario, knowledge of the emotional process involved in validating the problem gains a prominent place in the creation of innovative solutions. However, the curricular history of basic and higher education in Brazil, based predominantly on traditional teaching and learning methods, has not been contributing satisfactorily to the development of interpersonal skills necessary for the professional profile that is needed today. To contribute to changing this reality, active methodologies emerge as an alternative that can be adopted in the construction of more comprehensive skills and, consequently, in the training of more qualified professionals. Represented by the human-centered character, construction of emotional meanings, creation of connections and contextualization, Design Thinking and Storytelling are examples of approaches capable of boosting important social skills for the activity of discovery and value creation of enterprises. Therefore, the objective of the present research is to develop a pedagogical proposal combining Storytelling and Design Thinking to create value for startups in the ideation phase from the development of socio-emotional skills. Using the workshop format, the 5C method will be proposed, an organized process based on these two active methodologies that explores the interactions between thought, emotion and behavior proposed by Aaron Beck's Cognitive Model. Defined as an action research, the investigation with a qualitative approach uses as a sample entrepreneurs from startups in the incubation process due to their predisposition for qualification linked to the professional interest of the researcher. As results, it is expected that the method presented will provide advances in the ability of entrepreneurs to understand the subjective elements present in contexts of problems and, thus, contribute to the delivery and communication of solutions considered relevant to the market, in the construction of the relationship with future customers. and, consequently, in reaching innovative impact businesses.

BANKING MEMBERS:
Presidente - 2978747 - CHARLES ANDRYE GALVAO MADEIRA
Interna - 2245086 - ISABEL DILLMANN NUNES
Interno - 1153006 - LUIZ AFFONSO HENDERSON GUEDES DE OLIVEIRA
Externa ao Programa - 2885481 - IRIS LINHARES PIMENTA GURGEL