{"id":52109,"date":"2020-04-03T09:35:02","date_gmt":"2020-04-03T07:35:02","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=52109"},"modified":"2024-08-29T14:35:17","modified_gmt":"2024-08-29T12:35:17","slug":"enquetes-clients","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2020\/04\/03\/enquetes-clients\/","title":{"rendered":"Enqu\u00eates clients : m\u00e9thodes, conseils et recommandations"},"content":{"rendered":"<p><em>Etudions ici le cas g\u00e9n\u00e9ral des enqu\u00eates qualitatives et l&rsquo;exemple particulier des enqu\u00eates clients. Dans ce <a href=\"https:\/\/visionarymarketing.com\/fr\/2020\/03\/marre-coronavirus\/\">Webinaire du 02 avril 2020<\/a>, dont nous avons extrait la premi\u00e8re demi-heure, Laurent Chiozzotto et Yann Gourvennec expliquent comment utiliser ce temps de confinement pour interviewer ses clients et revoir son offre \u00e0 l&rsquo;aune de leur point de vue. Ils livrent ici leurs conseils, leurs recommandations et leurs m\u00e9thodologies avec des liens vers la litt\u00e9rature idoine, y compris sur Visionary Marketing &#8211; Marketing &amp; Innovation.<\/em><\/p>\n<p><iframe loading=\"lazy\" title=\"[Fr]\u00a0Vendre plus en interviewant ses clients : m\u00e9thodes, conseils et recommandations\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/s5bBOC_icx4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h2>M\u00e9thodes, conseils et recommandations<\/h2>\n<p>Dans cette pr\u00e9sentation, nous distillons nos conseils relatifs \u00e0 la cr\u00e9ation des \u00e9tudes qualitatives. Notamment dans le cadre des enqu\u00eates clients.<\/p>\n<p>Voici quelques points principaux issus de ma partie, d\u00e9di\u00e9e \u00e0 la m\u00e9thodologie d&rsquo;enqu\u00eates clients \u00a0:<\/p>\n<ol>\n<li>Dans le cadre d&rsquo;une \u00e9tude qualitative, on parle de guide d&rsquo;entretien et ce guide d&rsquo;entretien r\u00e9pond \u00e0 quelques r\u00e8gles. Dans cette pr\u00e9sentation je vous montre deux manuels qui me semblent particuli\u00e8rement utiles dans l&rsquo;\u00e9tablissement des guides d&rsquo;entretien, et sur lesquels je reviendrai un peu plus tard dans un autre article.<\/li>\n<li>Il est n\u00e9cessaire avant toute chose, d&rsquo;\u00e9tablir son guide d&rsquo;entretien et d&rsquo;en \u00a0fixer le but<\/li>\n<li>Les avantages des \u00e9tudes qualitatives sont nombreux : la profondeur, la compr\u00e9hension des motivations profondes et les enseignements qui peuvent \u00eatre tir\u00e9s de ces enqu\u00eates clients sous forme d&rsquo;hypoth\u00e8ses (il faudrait \u00e9viter de prendre ces <a href=\"https:\/\/www.definitions-marketing.com\/definition\/insight-consommateur\/\" target=\"_blank\" rel=\"noopener noreferrer\">insights<\/a> pour argent comptant)<\/li>\n<li>\u00c0 l&rsquo;oppos\u00e9, les enqu\u00eates qualitatives comportent \u00e9galement des risques de biais d&rsquo;interpr\u00e9tation (ce qui est normal puisqu&rsquo;en qualitatif on est dans le pur subjectif, ce qui n&rsquo;est pas forc\u00e9ment mauvais mais il faut savoir s&rsquo;en m\u00e9fier). Le quali demande aussi une comp\u00e9tence d&rsquo;intervieweur car tout le monde n&rsquo;est pas capable d&rsquo;\u00e9couter de mani\u00e8re active, mais aussi du temps. Il faut \u00e9galement int\u00e9grer la non valeur statistique de l&rsquo;\u00e9chantillon.<\/li>\n<li>Enfin, la compr\u00e9hension de la courbe d&rsquo;exp\u00e9rience que nous avons d\u00e9j\u00e0 d\u00e9crit dans un autre article que je vous invite \u00e0 lire en d\u00e9tail<\/li>\n<li>Dans le cadre des enqu\u00eates clients, les enqu\u00eates qualitatives doivent \u00eatre adapt\u00e9. Dans cette vid\u00e9o, je donnerai \u00e9galement des exemples et des techniques. Elles vous permettront d&rsquo;\u00e9viter de perdre son temps dans les interviews et \u00eatre plus efficace.<\/li>\n<\/ol>\n<h3>Pr\u00e9sentation du webinaire sur les enqu\u00eates clients<\/h3>\n\n\t\t<div class=\"wppdfemb-frame-container-1\" style=\"-webkit-overflow-scrolling:auto;\">\n\t\t\t<iframe class=\"pdfembed-iframe nonfullscreen wppdf-emb-iframe-1\"\n\t\t\t\tsrc=\"https:\/\/visionarymarketing.com\/fr\/?pdfemb-data=eyJ1cmwiOiJodHRwczpcL1wvdmlzaW9uYXJ5bWFya2V0aW5nLmNvbVwvd3AtY29udGVudFwvdXBsb2Fkc1wvMjAyMFwvMDRcL0VucXVcdTAwZWF0ZXMtY2xpZW50cy0yNzAzMjAyMC5wZGYiLCJ0aXRsZSI6IkVucXVcdTAwZWF0ZXMgY2xpZW50cyBcdTIwMTMgMjcwMzIwMjAiLCJpbmRleCI6MSwicGRmSUQiOjUyMTE4fQ\"\n\t\t\t\ttitle=\"Enqu\u00eates clients \u2013 27032020\"\t\t\t\tdata-pdf-id=\"52118\"\n\t\t\t\tdata-pdf-index=\"1\"\n\t\t\t\tstyle=\"border:none;width:100%;max-width:100%;height:100vh;\"\n\t\t\t\tscrolling=\"yes\">\n\t\t\t<\/iframe>\n\t\t<\/div>\n\n\t\t\n<p><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2020\/04\/Enqu\u00eates-clients-27032020.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Lien de t\u00e9l\u00e9chargement si la pr\u00e9sentation<\/a> ci-dessus ne s&rsquo;affiche pas<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Etudions ici le cas g\u00e9n\u00e9ral des enqu\u00eates qualitatives et l&rsquo;exemple particulier des enqu\u00eates clients. Dans ce Webinaire du 02 avril 2020, dont nous avons extrait la premi\u00e8re demi-heure, Laurent Chiozzotto et Yann Gourvennec expliquent comment utiliser ce temps de confinement pour interviewer ses clients et revoir son offre \u00e0 l&rsquo;aune de leur point de vue. &hellip;<\/p>\n","protected":false},"author":41,"featured_media":52114,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4057],"tags":[],"class_list":["post-52109","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vente"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Enqu\u00eates clients : m\u00e9thodes, conseils et recommandations<\/title>\n<meta name=\"description\" content=\"Etudions ici les enqu\u00eates qualitatives et l&#039;exemple particulier des enqu\u00eates clients. 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