É apresentado como problema atual na área de Publicidade e Propaganda a exibição de conteúdo personalizado para nichos específicos. A propaganda acaba se concentrando nos produtos de maior sucesso, tendo como foco alguns públicos-alvo previamente determinados. Assim, o estudo pretende avaliar um novo canal para exibição de propaganda em nível individual, através das perspectivas da Cauda Longa e da Realidade Aumentada (R.A.). O ponto principal desse trabalho é, portanto, mostrar a quantidade de nichos existentes e sugerir uma personalização da propaganda a um nível praticamente individual, como uma ligação direta entre produto e consumidor, usando como suporte tecnológico a R.A. A partir da análise de trabalhos de Romero Tori, Paul Milgram, Ronald Azuma, Cláudio Kirner, Robson Siscouto, Lúcia Santaella, entre outros autores, foi feita uma avaliação dos principais pontos de interesse da tecnologia de Realidade Aumentada para profissionais da área do Design. Discorrendo não só sobre suas características como também identificando problemas e questionamentos atuais, tanto para esses profissionais como para o consumidor final. A tese se enquadra na linha de pesquisa de Design e Tecnologia ao passo que os profissionais desta área de conhecimento são responsáveis diretos por pensar as formas de interação de modo que sejam mais orgânicas e intuitivas para os usuários. Existe muito trabalho a ser realizado, no tocante à Ergonomia e Usabilidade, nas soluções que usam a Realidade Aumentada, principalmente na forma como se dá a sobreposição da informação digital ao ambiente real capturado pela câmera e sua manipulação pelo indivíduo. / Show custom content for specific market segments is a current problem in the Advertising industry. The advertisement ends up prioritizing the most successful products, with the focus on some predetermined audiences. With that in mind, this study evaluates a new channel for advertising on an individual level, through the perspectives of the Long Tail and Augmented Reality (AR). For that reason, the main point of this work is demonstrate the amount of existing niches and suggest customized ads to an individual level, as a direct link between product and consumer, using as technological support AR. From the analysis of the authors Romero Tori, Paul Milgram, Ronald Azuma, Claudio Kirner, Robson Siscouto, Lucia Santaella, among others, an assessment was made about the main points of interest in AR to the field of professional designers. Reflecting not only about their characteristics as well as identifying current problems and questions , both for these professionals and to the final consumer. The work fits the Design and Technology area because their professionals are directly responsible for thinking ways of interaction in order to be more intuitive for users. There is much more work to be done with regards to Ergonomics and Usability in the solutions that use Augmented Reality, especially in the way the digital information overlays the environment captured by the camera and its manipulation by the individual.

É apresentado como problema atual na área de Publicidade e Propaganda a exibição de conteúdo personalizado para nichos específicos. A propaganda acaba se concentrando nos produtos de maior sucesso, tendo como foco alguns públicos-alvo previamente determinados. Assim, o estudo pretende avaliar um novo canal para exibição de propaganda em nível individual, através das perspectivas da Cauda Longa e da Realidade Aumentada (R.A.). O ponto principal desse trabalho é, portanto, mostrar a quantidade de nichos existentes e sugerir uma personalização da propaganda a um nível praticamente individual, como uma ligação direta entre produto e consumidor, usando como suporte tecnológico a R.A. A partir da análise de trabalhos de Romero Tori, Paul Milgram, Ronald Azuma, Cláudio Kirner, Robson Siscouto, Lúcia Santaella, entre outros autores, foi feita uma avaliação dos principais pontos de interesse da tecnologia de Realidade Aumentada para profissionais da área do Design. Discorrendo não só sobre suas características como também identificando problemas e questionamentos atuais, tanto para esses profissionais como para o consumidor final. A tese se enquadra na linha de pesquisa de Design e Tecnologia ao passo que os profissionais desta área de conhecimento são responsáveis diretos por pensar as formas de interação de modo que sejam mais orgânicas e intuitivas para os usuários. Existe muito trabalho a ser realizado, no tocante à Ergonomia e Usabilidade, nas soluções que usam a Realidade Aumentada, principalmente na forma como se dá a sobreposição da informação digital ao ambiente real capturado pela câmera e sua manipulação pelo indivíduo. / Show custom content for specific market segments is a current problem in the Advertising industry. The advertisement ends up prioritizing the most successful products, with the focus on some predetermined audiences. With that in mind, this study evaluates a new channel for advertising on an individual level, through the perspectives of the Long Tail and Augmented Reality (AR). For that reason, the main point of this work is demonstrate the amount of existing niches and suggest customized ads to an individual level, as a direct link between product and consumer, using as technological support AR. From the analysis of the authors Romero Tori, Paul Milgram, Ronald Azuma, Claudio Kirner, Robson Siscouto, Lucia Santaella, among others, an assessment was made about the main points of interest in AR to the field of professional designers. Reflecting not only about their characteristics as well as identifying current problems and questions , both for these professionals and to the final consumer. The work fits the Design and Technology area because their professionals are directly responsible for thinking ways of interaction in order to be more intuitive for users. There is much more work to be done with regards to Ergonomics and Usability in the solutions that use Augmented Reality, especially in the way the digital information overlays the environment captured by the camera and its manipulation by the individual.

History: Digitalization brings great benefits to companies regardless of market. One of the markets that is undergoing change is the retail sector where e-commerce services are the new environment. This environment benefits from the innovative solutions that the consumer uses, such as smartphones. These and other connected devices are constantly generating user data that companies can then take advantage of. This, in turn, has sparked discussions about the individual's integrity in relation to companies' use of this data. Purpose: The purpose of the study is to investigate how retail companies in Sweden use personal data for marketing purposes and how important it is for the consumer to maintain their online integrity and how personalized advertising is perceived by the consumer. Theory: The theories and concepts that are explored are personal data, big data, data-driven marketing, CRM, the marketing mix as well as integrity and security. Every theory is described thoroughly and summarized to create an understanding as to why these are selected.  Methodology: Methodical choices have been made in the form of targeting the Swedish clothing industry and Swedish consumers. A qualitative approach was used. Two semi-structured interviews were conducted with representatives from a company and a trade organization selected through a benchmarked selection of candidates. Semi-structured interviews were also carried out with eight consumers close or related to the researchers. Results: The results show an uncertainty of customers when it comes to what companies are allowed to do and how they actually use their personal data. Some also find it unsettling to receive personalized advertisements. Others appreciate advertisement based on their preferences. The company representatives saw an overarching possibility to create better personalized experiences for the customer thanks to the data generated.  Conclusions: Based on the study's results, it can be concluded that companies in the clothing industry in Sweden use data from the consumer for marketing purposes to both retain customers and create new customer relationships. The personal data collected has proven to be very important for companies from a competitive perspective. The study suggests that the consumer values his or her integrity highly but does not act accordingly and is largely unaware of any restrictions on his or her online privacy. The general attitude the consumer has towards personalized advertising is that it is unpleasant. However, the study also shows that it can be appreciated, given that the content is interesting for the consumer. Should opportunities for financial compensation from the companies to access individual personal data, the consumer would not choose to take advantage of this. / Bakgrund: Digitaliseringen för med sig stora fördelar för företag oavsett marknad. En av dessa marknader som är i förändring är detaljhandeln där e-handelstjänster är den nya miljön. Denna miljö gynnas av de innovativa lösningar som konsumenten nyttjar, exempelvis smartphones. Dessa och andra uppkopplade enheter genererar ständigt data om användaren som företagen sedan kan dra nytta av. Det här har i sin tur väckt diskussioner kring individens integritet i förhållande till företagens användande av denna data. Syfte: Syftet med studien är att undersöka hur företag inom detaljhandeln i Sverige använder sig av personlig data i marknadsföringssyfte samt hur viktigt det är för konsumenten att bibehålla sin integritet online och hur personanpassad reklam upplevs av konsumenten. Teori: De teorier och begrepp som behandlas i studien är datadriven marknadsföring, CRM, marknadsföringsmixen samt integritet och säkerhet. Varje teori beskrivs ingående och sammanfattas i en teoretisk referensram i slutet av kapitlet för att skapa en förståelse till varför just dessa är valda.  Metod: Metodmässiga val har gjort i form av att rikta in sig på svenska klädesbranschen och svenska konsumenter. En kvalitativ ansats har använts i studien och två semistrukturerade intervjuer har genomförts med representanter från ett företag samt en branschorganisation som valts genom ett målstyrt urval. Semistrukturerade intervjuer har även utförts med åtta konsumenter genom ett bekvämlighetsurval. Empiri: Övergripande ansåg representanterna för företaget samt branschorganisationen att data gör det möjligt att skapa bättre upplevelser för kunden då man kan individanpassa erbjudanden. Studiens resultat visar även på en viss osäkerhet hos konsumenterna gällande vad företagen får göra och faktiskt gör med deras personliga data. Vissa respondenter tycker att det är obehagligt att få personifierad reklam, andra respondenter uppskattar reklam baserad på deras preferenser.  Slutsats: Utifrån studiens resultat kan man konstatera att företag inom klädbranschen i Sverige använder data från konsumenten i marknadsföringssyfte för att både behålla kunder samt skapa nya kundrelationer. Den personliga datan som samlas in har visat sig vara väldigt betydelsefull för företagen utifrån ett konkurrensmässigt perspektiv. Studien tyder på att konsumenten värderar sin integritet högt men agerar dock inte därefter och är i stor utsträckning inte medveten om inskränkningar i sin integritet online. Den genomgående inställningen konsumenten har till personanpassad reklam är att det är obehagligt. Dock visar studien även på att den kan uppskattas om respondenten finner innehållet intressant. Skulle möjligheten till ekonomisk ersättning från företagen för att ta del av individens personliga data skulle konsumenten inte välja att ta del av detta.