Palabras clave
Resumen
La necesidad en la actualidad de análisis precisos y personalizados a los intereses de los clientes ha puesto los perfilados psicográficos en el centro de atención. Los perfilados de los inversores permiten diseñar planes de inversión acordes a las diferentes características psicológicas del inversor. Esta investigación tiene como objetivo tanto, en un primer lugar, tratar los tipos más relevantes de perfilados existentes como, en un segundo lugar, resaltar la importancia de la recogida de los datos del perfilado y analizar las deficiencias que hoy en día tiene este proceso. El proceso de recogida de datos es esencial para la interpretación y posterior categorización de los clientes en los perfilados psicográficos del modelo. La presente es una investigación aplicada, explicativa y mayormente cualitativa que añade la identificación de los posibles errores en los resultados de perfilados obtenidos, provocados por la aplicación de test estandarizados de respuesta múltiple. Los test de respuesta múltiple pueden incitar comportamientos de satisficing que, en último término, provoquen un mal perfilado psicográfico. La introducción de la gamificación y de técnicas de análisis de la calidad de datos modernas (con índices que midan la consistencia y preguntas de control que permitan descartar respuestas no satisfactorias) en el proceso permitirían mitigar los comportamientos de satisficing y, por tanto, una recogida de datos más certera que derivaría en un mejor perfilado y una mayor satisfacción.
Citas
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