{"id":4242,"date":"2023-08-09T10:24:18","date_gmt":"2023-08-09T10:24:18","guid":{"rendered":"https:\/\/hamilton.global\/?p=4242"},"modified":"2025-10-31T12:51:11","modified_gmt":"2025-10-31T12:51:11","slug":"case-study-users-and-attitudes-global","status":"publish","type":"post","link":"https:\/\/hamilton.global\/fr\/case-study-users-and-attitudes-global\/","title":{"rendered":"Analyse de la valeur de la marque sur un march\u00e9 concurrentiel \u2013 Br\u00e9sil, Allemagne et \u00c9tats-Unis"},"content":{"rendered":"<p>L\u2019une des principales plateformes de banque d\u2019images en ligne cherchait \u00e0 mieux comprendre les profils des utilisateurs en ce qui concerne leurs connaissances, leurs pratiques, leurs habitudes, leurs pr\u00e9f\u00e9rences et les attributs les plus valoris\u00e9s, tant dans leur ensemble que par rapport \u00e0 leur propre marque.<\/p>\n<p>Une analyse compl\u00e8te de l&#039;image, de la valeur, de l&#039;identit\u00e9 et du positionnement (\u00e0 la fois rationnel et \u00e9motionnel) de la marque par rapport \u00e0 ses principaux concurrents \u00e9tait n\u00e9cessaire.<\/p>\n<p>Un autre aspect essentiel \u00e0 comprendre \u00e9tait de comprendre comment les consommateurs les atteignent et vice versa.<\/p>\n<h2>M\u00e9thodologie d&#039;\u00e9tude<\/h2>\n<p>Une \u00e9tude Usages et Attitudes a \u00e9t\u00e9 men\u00e9e dans les 3 pays d\u2019int\u00e9r\u00eat (Allemagne, Br\u00e9sil et \u00c9tats-Unis). Deux profils de recherche int\u00e9ressants ont \u00e9t\u00e9 identifi\u00e9s et les principaux facteurs de d\u00e9cision d&#039;utilisation ont \u00e9t\u00e9 reconnus, en tenant compte \u00e0 la fois de la satisfaction de la marque et de celle des concurrents.<\/p>\n<ul>\n<li>Recherche qualitative : Focus groupes avec le public cible de la marque pour \u00e9valuer son identit\u00e9 visuelle.<\/li>\n<li>Quantification Ad-hoc : Entretiens en ligne avec le public cible de la marque pour d\u00e9terminer ses indicateurs cl\u00e9s de performance (KPI) et ceux de la concurrence.<\/li>\n<\/ul>\n<h2>Aper\u00e7us de l&#039;\u00e9tude des utilisateurs et des attitudes<\/h2>\n<p>Qu&#039;avons-nous d\u00e9couvert ?<\/p>\n<ul>\n<li>Top 5 des attributs de personnalit\u00e9<\/li>\n<li>5 principales raisons d&#039;utiliser la marque<\/li>\n<li>Relation entre solution et marque<\/li>\n<li>Perception de la marque<\/li>\n<\/ul>\n<p>La marque a intelligemment construit son propre territoire distinctif, s&#039;\u00e9loignant du positionnement de certaines marques leaders du secteur.<\/p>\n<p>Nous avons r\u00e9ussi \u00e0 d\u00e9finir des attributs cl\u00e9s pour rendre la marque plus attractive, \u00e9tant donn\u00e9 qu&#039;elle est per\u00e7ue comme disposant de ressources bien identifi\u00e9es dans le pays ou la r\u00e9gion.<\/p>\n<p>Au cours de l&#039;analyse, nous avons constat\u00e9 que les utilisateurs ont tendance \u00e0 utiliser plusieurs marques, nous ne pouvons donc pas nous concentrer sur une solution universelle. Par cons\u00e9quent, nous avons pr\u00e9sent\u00e9 une matrice qui relie les deux concepts.<\/p>\n<p>En conclusion, nous avons identifi\u00e9 les \u00e9l\u00e9ments \u00e0 int\u00e9grer au positionnement pour donner \u00e0 la marque une perception inspirante et en faire une marque utile.<\/p>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>L&#039;une des principales plateformes de banques d&#039;images en ligne souhaitait mieux comprendre les profils des utilisateurs concernant leurs connaissances, leurs pratiques, leurs habitudes, leurs pr\u00e9f\u00e9rences et les attributs les plus valoris\u00e9s, tant en g\u00e9n\u00e9ral qu&#039;en lien avec sa propre marque. Une analyse compl\u00e8te de l&#039;image, de la valeur, de l&#039;identit\u00e9 et du positionnement (rationnel et \u00e9motionnel) de la marque \u00e9tait n\u00e9cessaire [\u2026]<\/p>","protected":false},"author":4,"featured_media":4381,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[130,192],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Case Study - Uses and Attitudes in Brazil, Germany, and the USA<\/title>\n<meta name=\"description\" content=\"Case study on a Uses and Attitudes study with qualitative and ad-hoc research in Europe and the United States.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hamilton.global\/fr\/case-study-users-and-attitudes-global\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Case Study - Uses and Attitudes in Brazil, Germany, and the USA\" \/>\n<meta property=\"og:description\" content=\"Case study on a Uses and Attitudes study with qualitative and ad-hoc research in Europe and the United States.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/hamilton.global\/fr\/case-study-users-and-attitudes-global\/\" \/>\n<meta property=\"og:site_name\" content=\"Hamilton\" \/>\n<meta property=\"article:published_time\" content=\"2023-08-09T10:24:18+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-10-31T12:51:11+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/hamilton.global\/wp-content\/uploads\/2023\/08\/Case-Study.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"700\" \/>\n\t<meta property=\"og:image:height\" content=\"300\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Hamilton Global\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Hamilton Global\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/hamilton.global\/case-study-users-and-attitudes-global\/\",\"url\":\"https:\/\/hamilton.global\/case-study-users-and-attitudes-global\/\",\"name\":\"Case Study - Uses and Attitudes in Brazil, Germany, and the USA\",\"isPartOf\":{\"@id\":\"https:\/\/hamilton.global\/#website\"},\"datePublished\":\"2023-08-09T10:24:18+00:00\",\"dateModified\":\"2025-10-31T12:51:11+00:00\",\"author\":{\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/04c59c885965fbbc2b055ddaf624fdec\"},\"description\":\"Case study on a Uses and Attitudes study with qualitative and ad-hoc research in Europe and the United States.\",\"breadcrumb\":{\"@id\":\"https:\/\/hamilton.global\/case-study-users-and-attitudes-global\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/hamilton.global\/case-study-users-and-attitudes-global\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/hamilton.global\/case-study-users-and-attitudes-global\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/hamilton.global\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Analysis of Brand Value in a Competitive Market &#8211; 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