Banca de DEFESA: CELIA REGINA LIMA BUARQUE DE SOUZA

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : CELIA REGINA LIMA BUARQUE DE SOUZA
DATE: 15/12/2025
TIME: 09:00
LOCAL: Miniauditório da Escola de Ciências e Tecnologia
TITLE:

INDIQ.AI – INTELLIGENT LOYALTY

WITH GAMIFICATION AND AI IN FOOD SERVICE MSES

Data Collection and Utilization to Increase Retention and Marketing ROI – Martech

KEY WORDS:

Entrepreneurial Science; Artificial Intelligence; Gamification; Customer Loyalty; Micro and Small Enterprises (MSEs); Martech.

PAGES: 77
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUMMARY:

The present study lies within the field of entrepreneurial science, focusing on the design and validation of a technological solution aimed at intelligent customer loyalty for micro and small enterprises (MSEs) in the food service sector. The problem identified stems from the low level of digital maturity and the difficulty these businesses face in transforming data into strategic intelligence, which undermines their marketing return on investment (ROI) and customer retention. Based on this diagnosis, the objective was to develop and validate a digital platform that, through gamification and artificial intelligence (AI), would enhance engagement, loyalty, and ROI among MSEs, expanding their participation in the digital market. The methodology was structured around two complementary fronts: technological development (TD) and innovation management (IM). In the first, Design Thinking, Lean Startup, and Agile approaches were applied to design and test a minimum viable product (MVP) in a real environment, reaching technology readiness level (TRL) 6. The prototype was developed in a low-code environment (FlutterFlow, Supabase, and Dart), integrating gamification and AI elements into a simplified and responsive user flow. In the second front, the research adopted a multiple case study with empirical data from 196 MSEs, using tools such as the Innovation Radar, Business Model Canvas, and TAM–SAM–SOM analysis to validate the problem hypothesis, identify opportunities, and model the business in a SaaS format. The results confirmed both the technological and market feasibility of the solution, which was named Indiq.AI. During the 2024 GO!RN event, the platform recorded over 730 registrations and one million interactions, achieving an NPS of 4.9/5 and a positive correlation between satisfaction and recommendation (r = 0.67). The business model demonstrated strong scalability potential, with a projected break-even point at 50 clients and a payback period of 16 months. Recognition in innovation funding programs such as Catalisa ICT and Startup Nordeste further consolidated the research impact within the innovation ecosystem and reinforced its alignment with the digital transformation needs of MSEs. It is concluded that the study achieved its purpose by transforming a sectoral challenge into a practical and scalable solution. Indiq.AI emerges as a deep tech venture focused on democratizing the use of data and AI in the food retail sector, contributing to greater competitiveness, sustainability, and innovation culture among small businesses.

COMMITTEE MEMBERS:
Interno - 2459504 - AQUILES MEDEIROS FILGUEIRA BURLAMAQUI
Interno - 1282620 - HENRIQUE ROCHA DE MEDEIROS
Interna - 1753896 - ZULMARA VIRGINIA DE CARVALHO
Externo ao Programa - 1544724 - GLAUCIO BEZERRA BRANDAO - UFRNExterno à Instituição - PAULO RICARDO COSME BEZERRA