{"id":935,"date":"2014-01-23T12:18:00","date_gmt":"2014-01-23T12:18:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2014\/01\/23\/neurosegments-segmenting-the-consumer-mind\/"},"modified":"2014-01-23T12:18:00","modified_gmt":"2014-01-23T12:18:00","slug":"neurosegments-segmenting-the-consumer-mind","status":"publish","type":"post","link":"https:\/\/hamilton.global\/fr\/neurosegments-segmenting-the-consumer-mind\/","title":{"rendered":"Neurosegments, segmentant l&#039;esprit du consommateur."},"content":{"rendered":"<div style=\"text-align: justify;\">\n<div><span lang=\"EN-US\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/span><\/div>\n<div><span lang=\"EN-US\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><b>Neurosciences<\/b> vous avez prouv\u00e9 que tout consommateur d\u00e9cide d&#039;abord d&#039;acheter par l&#039;\u00e9motion et justifie ensuite sa d\u00e9cision par la raison. Cette s\u00e9quence, aussi simple que puissante, ouvre une voie dans la compr\u00e9hension de la consommation ainsi que de l&#039;achat et de ses motivations, en d\u00e9finitive, elle ouvre une voie dans la compr\u00e9hension du consommateur dans son essence. <o:p><\/o:p><\/span><\/span><\/div>\n<div><span lang=\"EN-US\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/span><\/div>\n<div><span style=\"font-family: Arial, Helvetica, sans-serif;\"><span lang=\"EN-US\">L&#039;essentiel appartient \u00e0 la base de la d\u00e9couverte des principaux leviers de motivation de consommation d&#039;une marque sp\u00e9cifique. Qu\u2019est-ce qui le rend attractif ? Qu&#039;est-ce qui nous en s\u00e9duit ? Quelle ligne directrice \u00e9motionnelle souligne-t-elle ? Qu&#039;est-ce qui d\u00e9clenche l&#039;achat ?<\/span><o:p><\/o:p><\/span><\/div>\n<div><span style=\"font-family: Arial, Helvetica, sans-serif;\"><span lang=\"EN-US\"><br \/><\/span><\/span><\/div>\n<div><span lang=\"EN-US\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">Une marque doit construire son discours relationnel \u00e0 travers la connaissance de ces leviers de motivation et pour cela elle doit d\u00e9finir, comme objectif principal, le poids de chacun dans la d\u00e9cision d&#039;achat finale.<o:p><\/o:p><\/span><\/span><\/div>\n<div><span lang=\"EN-US\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/span><\/div>\n<div><span lang=\"EN-US\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">Aussi simple et aussi complexe que de segmenter la pens\u00e9e du consommateur en r\u00e8gles de d\u00e9cision \u00e0 travers les \u00e9motions. <o:p><\/o:p><\/span><\/span><\/div>\n<div><span lang=\"EN-US\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/span><\/div>\n<p><span style=\"font-family: Arial, Helvetica, sans-serif;\"><span lang=\"EN-US\" style=\"line-height: 115%;\">Imaginez une famille urbaine qui souhaite changer de voiture en raison de l&#039;arriv\u00e9e de jumeaux \u00e0 la maison. Pour cela, ils envisagent d\u2019acheter une berline premium europ\u00e9enne avec plus de capacit\u00e9 dans le coffre. Ils ne veulent pas d&#039;un tout-terrain parce qu&#039;il n&#039;est pas pratique de se d\u00e9placer en ville. Quelle marque choisir ? Audi, BMW ou Mercedes ? Quel mod\u00e8le, S\u00e9rie 3, S\u00e9rie 5, A4, A6, une Classe C ou une Classe E ? Quel type de carrosserie, normale ou Touring\/Avant ? Avec ou sans traction totale ? <\/span><span style=\"line-height: 115%;\">Comme Xdrive, Quattro ou 4Matic. <\/span><span lang=\"EN-US\" style=\"line-height: 115%;\">Au final, dix \u00e9l\u00e9ments apparaissent pour trancher gr\u00e2ce \u00e0 la d\u00e9tection de diff\u00e9rents \u00ab insights \u00bb \u00e9motionnels qui justifient la d\u00e9cision motiv\u00e9e.<\/span>.<\/span><\/div>\n<div style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<div style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">Comment d\u00e9tecter ces leviers de motivation ? Par la connaissance de la r\u00e9alit\u00e9 du consommateur en 3 \u00e9tapes :<\/span><\/div>\n<div style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<div style=\"text-align: justify;\">\n<div><\/p>\n<ul>\n<li><span style=\"font-family: Arial, Helvetica, sans-serif;\"><u>\u00c9tape 1:<\/u> \u00c0 travers le <\/span><b style=\"font-family: Arial, Helvetica, sans-serif;\">analyse ethnographique<\/b><span style=\"font-family: Arial, Helvetica, sans-serif;\"> on peut d\u00e9tecter le lien r\u00e9el entre la marque et le produit \u00e0 travers l&#039;exp\u00e9rience quotidienne avec celui-ci, dans son contexte r\u00e9el, en d\u00e9finissant le niveau d&#039;interaction avec le march\u00e9 de l&#039;autopropulsion dans ce cas, en analysant les valeurs, les attitudes, les habitudes et les besoins. Quelle r\u00e9alit\u00e9 cohabite avec la voiture ? Quels besoins sont d\u00e9tect\u00e9s ? Qu\u2019est-ce qui est projet\u00e9 pour l\u2019avenir ?<\/span><\/li>\n<\/ul>\n<\/div>\n<\/div>\n<div style=\"text-align: justify;\">\n<div>\n<ul>\n<li><span style=\"font-family: Arial, Helvetica, sans-serif;\"><span lang=\"EN-US\"><u>\u00c9tape 2<\/u>: \u00c0 travers le <b>Neuromarketing<\/b>, en analysant l&#039;impact qu&#039;a l&#039;ensemble de la concurrence analys\u00e9 entre les consommateurs et les acheteurs potentiels. Quel genre d&#039;\u00e9motions suscite l&#039;image r\u00e9elle du jeu de comp\u00e9tition\u00a0? Qu\u2019est-ce qui attire \u00e7a ? Qu\u2019est-ce qui g\u00e9n\u00e8re le rejet ?<\/span><span lang=\"EN-US\"> &nbsp;<\/span><\/span><span lang=\"EN-US\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">Quel r\u00f4le joue la marque dans la construction de l\u2019\u00e9motion ?&nbsp;<\/span><\/span><span style=\"font-family: Arial, Helvetica, sans-serif; line-height: 115%;\">Pour cela, nous pouvons utiliser des techniques comme <\/span><b style=\"font-family: Arial, Helvetica, sans-serif; line-height: 115%;\">EEG <\/b><span style=\"font-family: Arial, Helvetica, sans-serif; line-height: 115%;\">(\u00c9lectroenc\u00e9phalographie) qui nous offrira les principales mesures des r\u00e9ponses c\u00e9r\u00e9brales au stimulus pr\u00e9sent\u00e9, dans ce cas, les diff\u00e9rents mod\u00e8les de voitures pr\u00e9s\u00e9lectionn\u00e9es.&nbsp;<\/span><span style=\"font-family: Arial, Helvetica, sans-serif; line-height: 115%;\">Utilisez des lunettes Eyetracking (coordonn\u00e9es avec l&#039;EEG) pour d\u00e9tecter les \u00e9l\u00e9ments sur lesquels les consommateurs regardent la voiture et pouvoir obtenir des cartes thermiques des aspects les plus pertinents pour le consommateur.&nbsp;<\/span><span style=\"font-family: Arial, Helvetica, sans-serif; line-height: 115%;\">Compl\u00e9ter avec des outils de \u00ab<\/span><b style=\"font-family: Arial, Helvetica, sans-serif; line-height: 115%;\">codage facial<\/b><span style=\"font-family: Arial, Helvetica, sans-serif; line-height: 115%;\">\u00bb nous montrant l&#039;\u00e9motion principale exprim\u00e9e \u00e0 propos du stimulus pr\u00e9sent\u00e9, qui nous permet de d\u00e9tecter les \u00e9motions de base (bonheur, col\u00e8re, tristesse, surprise, peur, d\u00e9go\u00fbt, m\u00e9pris).<\/span><\/li>\n<\/ul>\n<\/div>\n<\/div>\n<div style=\"text-align: justify;\"><\/p>\n<ul>\n<li><span style=\"font-family: Arial, Helvetica, sans-serif; line-height: 115%;\"><u>\u00c9tape 3<\/u>: <\/span><b style=\"font-family: Arial, Helvetica, sans-serif; line-height: 115%;\">Grappe<\/b><span style=\"font-family: Arial, Helvetica, sans-serif; line-height: 115%;\"> les diff\u00e9rents leviers de motivation trouv\u00e9s gr\u00e2ce \u00e0 des techniques avanc\u00e9es de segmentation qui permettent de d\u00e9finir des mod\u00e8les de comportements li\u00e9s \u00e0 l&#039;ensemble de la comp\u00e9tition. Si nous sommes capables de segmenter par motivations (\u00e0 ne pas confondre avec le style de vie ou le comportement psychographique), nous disposons d&#039;un outil strat\u00e9gique puissant pour activer les \u00e9l\u00e9ments d&#039;empathie avec nos acheteurs potentiels. Nous nous attaquons \u00e0 la racine premi\u00e8re de la d\u00e9cision et pouvons influencer les aspects de la communication, les aspects relationnels et les aspects du produit.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-family: Arial, Helvetica, sans-serif;\"><span lang=\"EN-US\" style=\"line-height: 115%;\"><br \/><\/span><\/span><span style=\"font-family: Arial, Helvetica, sans-serif;\"><span lang=\"EN-US\" style=\"line-height: 115%;\">En obtenant la derni\u00e8re base de d\u00e9cision, nous obtenons la r\u00e9alit\u00e9 comportementale de nos acheteurs potentiels.<\/span><\/span><br \/><span style=\"font-family: Arial, Helvetica, sans-serif;\"><span lang=\"EN-US\" style=\"line-height: 115%;\"><br \/><\/span><\/span><span style=\"font-family: Arial, Helvetica, sans-serif;\"><span lang=\"EN-US\" style=\"line-height: 115%;\">Il est passionnant de voir l\u2019avenir ouvert \u00e0 l\u2019analyse du comportement des consommateurs.<\/span><\/span><\/div>\n<div style=\"text-align: justify;\"><\/div>\n<div style=\"text-align: justify;\">\n<div><\/div>\n<\/div>\n<div style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<div style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<div style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<div style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<div style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">Jordi Crespo<\/span><\/div>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Les neurosciences ont d\u00e9montr\u00e9 que tout consommateur d\u00e9cide d&#039;abord d&#039;acheter sous l&#039;effet de l&#039;\u00e9motion, puis justifie sa d\u00e9cision par des arguments. Cette s\u00e9quence, aussi simple que puissante, ouvre la voie \u00e0 la compr\u00e9hension de la consommation, de l&#039;achat et de ses motivations. En d\u00e9finitive, elle ouvre la voie \u00e0 la compr\u00e9hension du consommateur [\u2026]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Neurosegments, segmenting the consumer mind. -<\/title>\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\/neurosegments-segmenting-the-consumer-mind\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Neurosegments, segmenting the consumer mind. -\" \/>\n<meta property=\"og:description\" content=\"Neuroscience has proved that any consumer first decides the purchase through the emotion and after, justifies the decision through the reason. 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