O analista de negócios comunicador criativo: um modelo de competências para um perfil estratégico na concepção de projetos digitais

Abstract

Emotional skills, also soft skills, have been highlighted in recent years in the scope of professional careers and human resources. What used to be seen as secondary skills of professionals, nowadays, emerge as true know-how for the success of the ventures. Today, the thinking is indisputable in associations: a great project may not prosper due to a simple lack of human engagement. As a resource for connecting these gaps, this work offers the characterization of a profile, through a competency model, of the professional business analyst. The perspective is to establish an approach with a bias in the skills of communicability, creativity, interpersonal relationships and market knowledge, as means of stimuli in the construction of better creative results in the project design processes. The development of this dissertation adopts as methodology the concept of Mixed methods success by Creswell and Clark Plan. The research, of an exploratory nature, takes place in two stages: the first, it uses a qualitative approach, using a literature review to support the composition of the competency model. Then, a quantitative approach, through a survey, to listen to the market and the perspectives of project leaders about the creative challenges in their teams, putting the model of constituted competences into validation. As a result, the interpretation by Mixed Methods showed a high rate of convergence between the results of the two approaches, considering, therefore, as conclusive, that the creative communicator profile of the business analyst is an important strategic resource for the development of project development.