{"id":5492,"date":"2025-12-30T11:45:30","date_gmt":"2025-12-30T11:45:30","guid":{"rendered":"https:\/\/hamilton.global\/?p=5492"},"modified":"2025-12-30T11:45:30","modified_gmt":"2025-12-30T11:45:30","slug":"global-research-software-2025-esomarreport","status":"publish","type":"post","link":"https:\/\/hamilton.global\/fr\/global-research-software-2025-esomarreport\/","title":{"rendered":"Principaux enseignements du rapport \u00ab Logiciels de recherche mondiaux 2025 \u00bb d\u2019ESOMAR"},"content":{"rendered":"<p>Le secteur mondial des \u00e9tudes de march\u00e9 a d\u00e9pass\u00e9 <strong>$153 milliards en 2024<\/strong> et vise \u00e0 surpasser le <strong>$160 milliards<\/strong> cette ann\u00e9e (<strong>2025<\/strong>La ventilation par secteur montre\u00a0:<\/p>\n<p><img decoding=\"async\" class=\"wp-image-5497 aligncenter\" src=\"https:\/\/hamilton.global\/wp-content\/uploads\/2025\/12\/market-share.png\" alt=\"\" width=\"432\" height=\"238\" \/><\/p>\n<ul>\n<li><strong>Analyse des donn\u00e9es num\u00e9riques<\/strong> est le <strong>segment vedette<\/strong> au sein de Research Software ($45.550M) et le seul qui maintient une croissance \u00e0 deux chiffres (\u2248+15%)<\/li>\n<li>Ils suivent <strong>\u00c9coute sociale et communaut\u00e9s<\/strong> ($9,950M; +4,8%)<\/li>\n<li><strong>Plateformes de recherche en libre-service<\/strong> ($3,890M; +7,6%)<\/li>\n<li><strong>Gestion des commentaires d&#039;entreprise<\/strong> ($2.770M; +2.5%).<\/li>\n<\/ul>\n<h4><strong>Aper\u00e7u r\u00e9gional du segment \u00e0 la croissance la plus rapide<\/strong><\/h4>\n<h4><strong>(2020 \u2013 2025)<\/strong><\/h4>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"alignnone  wp-image-5498\" src=\"https:\/\/hamilton.global\/wp-content\/uploads\/2025\/12\/US.png\" alt=\"\" width=\"543\" height=\"405\" srcset=\"https:\/\/hamilton.global\/wp-content\/uploads\/2025\/12\/US.png 543w, https:\/\/hamilton.global\/wp-content\/uploads\/2025\/12\/US-480x358.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 543px, 100vw\" \/>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <img decoding=\"async\" class=\"alignnone  wp-image-5496\" src=\"https:\/\/hamilton.global\/wp-content\/uploads\/2025\/12\/Europe.png\" alt=\"\" width=\"552\" height=\"409\" srcset=\"https:\/\/hamilton.global\/wp-content\/uploads\/2025\/12\/Europe.png 552w, https:\/\/hamilton.global\/wp-content\/uploads\/2025\/12\/Europe-480x356.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 552px, 100vw\" \/><\/p>\n<p><img decoding=\"async\" class=\"alignnone  wp-image-5495\" src=\"https:\/\/hamilton.global\/wp-content\/uploads\/2025\/12\/AP.png\" alt=\"\" width=\"536\" height=\"408\" srcset=\"https:\/\/hamilton.global\/wp-content\/uploads\/2025\/12\/AP.png 536w, https:\/\/hamilton.global\/wp-content\/uploads\/2025\/12\/AP-480x365.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 536px, 100vw\" \/>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <img decoding=\"async\" class=\"alignnone  wp-image-5494\" src=\"https:\/\/hamilton.global\/wp-content\/uploads\/2025\/12\/America.png\" alt=\"\" width=\"550\" height=\"410\" srcset=\"https:\/\/hamilton.global\/wp-content\/uploads\/2025\/12\/America.png 550w, https:\/\/hamilton.global\/wp-content\/uploads\/2025\/12\/America-480x358.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 550px, 100vw\" \/><\/p>\n<p><img decoding=\"async\" class=\"alignnone  wp-image-5493\" src=\"https:\/\/hamilton.global\/wp-content\/uploads\/2025\/12\/Africa-and-ME.png\" alt=\"\" width=\"545\" height=\"408\" srcset=\"https:\/\/hamilton.global\/wp-content\/uploads\/2025\/12\/Africa-and-ME.png 545w, https:\/\/hamilton.global\/wp-content\/uploads\/2025\/12\/Africa-and-ME-480x359.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 545px, 100vw\" \/><\/p>\n<p>&nbsp;<\/p>\n<h4><strong>Recherche en temps r\u00e9el et agile<\/strong><\/h4>\n<p>La recherche dans <strong>en temps r\u00e9el et agile<\/strong> s&#039;est produit<strong> De la nouveaut\u00e9 \u00e0 la norme<\/strong>Automatisation, IA et communaut\u00e9s <em>toujours allum\u00e9<\/em> Elles permettent de r\u00e9agir au march\u00e9 en quelques jours et de mettre en \u0153uvre des d\u00e9cisions en continu. Mais tout n&#039;a pas besoin d&#039;\u00eatre acc\u00e9l\u00e9r\u00e9\u00a0: <strong>\u00e9tudes ponctuelles et approfondies<\/strong> (\u00e9tudes longitudinales, qualitatives exploratoires, \u00e9tudes approfondies sur les usages et les attitudes, positionnement de marque, tarification complexe) demeurent <strong>essentiel pour comprendre pourquoi<\/strong>Identifier les facteurs cl\u00e9s et r\u00e9duire les risques strat\u00e9giques. L&#039;approche gagnante ne remplace pas, elle combine\u00a0: un signal rapide pour it\u00e9rer (temps r\u00e9el et agile) + une compr\u00e9hension approfondie pour orienter la direction (ad hoc\/approfondie).<\/p>\n<p>&nbsp;<\/p>\n<h1 style=\"text-align: center;\">R\u00e9sultat : rapidit\u00e9 et efficacit\u00e9, d\u00e9cisions \u00e9clair\u00e9es aujourd&#039;hui sans compromettre les fondements structurels qui soutiendront la croissance de demain.<\/h1>\n<p>&nbsp;<\/p>\n<h4><strong>Donn\u00e9es synth\u00e9tiques\u00a0: risques, avantages et responsabilit\u00e9s<\/strong><\/h4>\n<p>Les donn\u00e9es synth\u00e9tiques sont pr\u00e9sent\u00e9es comme une couche compl\u00e9mentaire\u00a0: utiles pour le prototypage de questionnaires, la mod\u00e9lisation de sc\u00e9narios, l\u2019imputation\/le nettoyage et l\u2019enrichissement d\u2019\u00e9chantillons complexes, toujours valid\u00e9es par rapport \u00e0 des donn\u00e9es r\u00e9elles et accompagn\u00e9es d\u2019une documentation transparente de la m\u00e9thode. Le rapport distingue la synth\u00e8se tabulaire (mod\u00e8les g\u00e9n\u00e9ratifs sur donn\u00e9es structur\u00e9es) des r\u00e9ponses g\u00e9n\u00e9r\u00e9es par des mod\u00e8les lin\u00e9aires (encore trop immatures pour remplacer le travail de terrain). Trois limitations pratiques\u00a0:<\/p>\n<ul>\n<li>Elles ne remplacent pas le travail de terrain<\/li>\n<li>exiger un minimum de donn\u00e9es r\u00e9elles<\/li>\n<li>Leur succ\u00e8s d\u00e9pend de la qualit\u00e9 de la mod\u00e9lisation et de l&#039;expertise de l&#039;\u00e9quipe.<\/li>\n<\/ul>\n<p>En pratique\u00a0: explorer plus rapidement, mais avec une gouvernance et une clart\u00e9 des hypoth\u00e8ses.<\/p>\n<p><strong>En r\u00e9sum\u00e9<\/strong>Le secteur \u00e9volue vers des \u00e9cosyst\u00e8mes logiciels et une prise de d\u00e9cision plus agile, mais les \u00e9tudes ponctuelles et approfondies restent essentielles pour comprendre le pourquoi et r\u00e9duire les risques strat\u00e9giques.<\/p>\n<p>Dans <strong>Hamilton Intelligence mondiale <\/strong>Nous nous engageons \u00e0 aider les entreprises \u00e0 transformer leurs donn\u00e9es en d\u00e9cisions gr\u00e2ce \u00e0 des conceptions sur mesure (\u00e9tudes d&#039;usage et d&#039;attitude, positionnement, tarification, segmentation, validation de concept) et des livrables clairs et exploitables.<\/p>\n<a href='https:\/\/hamilton.global\/fr\/contactanos\/' class='small-button smallblue' target=\"_blank\">PLUS D&#039;INFORMATIONS<\/a>\n<p><em>D\u00e9cembre 2025\u00a0<\/em><\/p>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Le march\u00e9 mondial des \u00e9tudes de march\u00e9 a d\u00e9pass\u00e9 les 153 milliards de dollars en 2024 et devrait franchir la barre des 160 milliards cette ann\u00e9e (2025). La r\u00e9partition par secteur r\u00e9v\u00e8le que l&#039;analyse des donn\u00e9es num\u00e9riques est le segment phare des logiciels de recherche (45,55 milliards de dollars) et le seul \u00e0 afficher une croissance \u00e0 deux chiffres (environ 151,3 milliards de dollars). Il est suivi par l&#039;\u00e9coute sociale et les communaut\u00e9s (9,95 milliards de dollars ; [\u2026]<\/p>","protected":false},"author":4,"featured_media":5504,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[130,212,216,214],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Claves del informe \u201cGlobal Research Software 2025\u201d de ESOMAR<\/title>\n<meta name=\"description\" content=\"Puntos destacados de \u201cGlobal Research Software 2025\u201d (ESOMAR)\" \/>\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\/global-research-software-2025-esomarreport\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Claves del informe \u201cGlobal Research Software 2025\u201d de ESOMAR\" \/>\n<meta property=\"og:description\" content=\"Puntos destacados de \u201cGlobal Research Software 2025\u201d (ESOMAR)\" \/>\n<meta property=\"og:url\" content=\"https:\/\/hamilton.global\/fr\/global-research-software-2025-esomarreport\/\" \/>\n<meta property=\"og:site_name\" content=\"Hamilton\" \/>\n<meta property=\"article:published_time\" content=\"2025-12-30T11:45:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/hamilton.global\/wp-content\/uploads\/2025\/12\/IMAGEN_700-300.png\" \/>\n\t<meta property=\"og:image:width\" content=\"654\" \/>\n\t<meta property=\"og:image:height\" content=\"300\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\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=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/hamilton.global\/global-research-software-2025-esomarreport\/\",\"url\":\"https:\/\/hamilton.global\/global-research-software-2025-esomarreport\/\",\"name\":\"Claves del informe \u201cGlobal Research Software 2025\u201d de ESOMAR\",\"isPartOf\":{\"@id\":\"https:\/\/hamilton.global\/#website\"},\"datePublished\":\"2025-12-30T11:45:30+00:00\",\"dateModified\":\"2025-12-30T11:45:30+00:00\",\"author\":{\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/04c59c885965fbbc2b055ddaf624fdec\"},\"description\":\"Puntos destacados de \u201cGlobal Research Software 2025\u201d (ESOMAR)\",\"breadcrumb\":{\"@id\":\"https:\/\/hamilton.global\/global-research-software-2025-esomarreport\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/hamilton.global\/global-research-software-2025-esomarreport\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/hamilton.global\/global-research-software-2025-esomarreport\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/hamilton.global\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Claves del informe \u201cGlobal Research Software 2025\u201d de ESOMAR\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/hamilton.global\/#website\",\"url\":\"https:\/\/hamilton.global\/\",\"name\":\"Hamilton Global\",\"description\":\"Market Intelligence Consulting Company\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/hamilton.global\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/04c59c885965fbbc2b055ddaf624fdec\",\"name\":\"Hamilton Global\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/d6442301325aa2784b202079b4bf57e8?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/d6442301325aa2784b202079b4bf57e8?s=96&d=mm&r=g\",\"caption\":\"Hamilton Global\"},\"url\":\"https:\/\/hamilton.global\/fr\/author\/hamilton\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Claves del informe \u201cGlobal Research Software 2025\u201d de ESOMAR","description":"Puntos destacados de \u201cGlobal Research Software 2025\u201d (ESOMAR)","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/hamilton.global\/fr\/global-research-software-2025-esomarreport\/","og_locale":"fr_FR","og_type":"article","og_title":"Claves del informe \u201cGlobal Research Software 2025\u201d de ESOMAR","og_description":"Puntos destacados de \u201cGlobal Research Software 2025\u201d (ESOMAR)","og_url":"https:\/\/hamilton.global\/fr\/global-research-software-2025-esomarreport\/","og_site_name":"Hamilton","article_published_time":"2025-12-30T11:45:30+00:00","og_image":[{"width":654,"height":300,"url":"https:\/\/hamilton.global\/wp-content\/uploads\/2025\/12\/IMAGEN_700-300.png","type":"image\/png"}],"author":"Hamilton Global","twitter_card":"summary_large_image","twitter_misc":{"\u00c9crit par":"Hamilton Global","Dur\u00e9e de lecture estim\u00e9e":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/hamilton.global\/global-research-software-2025-esomarreport\/","url":"https:\/\/hamilton.global\/global-research-software-2025-esomarreport\/","name":"Claves del informe \u201cGlobal Research Software 2025\u201d de ESOMAR","isPartOf":{"@id":"https:\/\/hamilton.global\/#website"},"datePublished":"2025-12-30T11:45:30+00:00","dateModified":"2025-12-30T11:45:30+00:00","author":{"@id":"https:\/\/hamilton.global\/#\/schema\/person\/04c59c885965fbbc2b055ddaf624fdec"},"description":"Puntos destacados de \u201cGlobal Research Software 2025\u201d (ESOMAR)","breadcrumb":{"@id":"https:\/\/hamilton.global\/global-research-software-2025-esomarreport\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/hamilton.global\/global-research-software-2025-esomarreport\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/hamilton.global\/global-research-software-2025-esomarreport\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/hamilton.global\/"},{"@type":"ListItem","position":2,"name":"Claves del informe \u201cGlobal Research Software 2025\u201d de ESOMAR"}]},{"@type":"WebSite","@id":"https:\/\/hamilton.global\/#website","url":"https:\/\/hamilton.global\/","name":"Hamilton Global","description":"Market Intelligence Consulting Company","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/hamilton.global\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"fr-FR"},{"@type":"Person","@id":"https:\/\/hamilton.global\/#\/schema\/person\/04c59c885965fbbc2b055ddaf624fdec","name":"Hamilton Global","image":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/hamilton.global\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/d6442301325aa2784b202079b4bf57e8?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/d6442301325aa2784b202079b4bf57e8?s=96&d=mm&r=g","caption":"Hamilton Global"},"url":"https:\/\/hamilton.global\/fr\/author\/hamilton\/"}]}},"_links":{"self":[{"href":"https:\/\/hamilton.global\/fr\/wp-json\/wp\/v2\/posts\/5492"}],"collection":[{"href":"https:\/\/hamilton.global\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hamilton.global\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hamilton.global\/fr\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/hamilton.global\/fr\/wp-json\/wp\/v2\/comments?post=5492"}],"version-history":[{"count":5,"href":"https:\/\/hamilton.global\/fr\/wp-json\/wp\/v2\/posts\/5492\/revisions"}],"predecessor-version":[{"id":5503,"href":"https:\/\/hamilton.global\/fr\/wp-json\/wp\/v2\/posts\/5492\/revisions\/5503"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hamilton.global\/fr\/wp-json\/wp\/v2\/media\/5504"}],"wp:attachment":[{"href":"https:\/\/hamilton.global\/fr\/wp-json\/wp\/v2\/media?parent=5492"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hamilton.global\/fr\/wp-json\/wp\/v2\/categories?post=5492"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hamilton.global\/fr\/wp-json\/wp\/v2\/tags?post=5492"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}