{"id":76159,"date":"2023-05-17T08:44:12","date_gmt":"2023-05-17T06:44:12","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=76159"},"modified":"2023-08-09T12:09:59","modified_gmt":"2023-08-09T10:09:59","slug":"donnees-de-marche","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2023\/05\/17\/donnees-de-marche\/","title":{"rendered":"Faut-il plus de donn\u00e9es sur un march\u00e9 pour mieux vendre ?"},"content":{"rendered":"

Penchons-nous aujourd\u2019hui sur une id\u00e9e re\u00e7ue du marketing, plus on a de donn\u00e9es de march\u00e9, plus il est facile de faire son travail de marketeur. Et donc de vendre. Paul Millier, un des meilleurs experts mondiaux du marketing B2B, a \u00e9tudi\u00e9 cela dans un billet explicatif sur son blog et d\u00e9montre exactement l\u2019inverse.\u00a0<\/em><\/p>\n

Faut-il plus de donn\u00e9es sur un march\u00e9 pour mieux vendre\u2009?<\/h2>\n
\"Donn\u00e9es
Donn\u00e9es de march\u00e9\u00a0: faut-il toujours tout conna\u00eetre d\u2019un march\u00e9 pour mieux marketer et mieux vendre\u2009? Paul Millier r\u00e9pond par la n\u00e9gative \u2014 image r\u00e9alis\u00e9e avec Midjourney.<\/figcaption><\/figure>\n

En mati\u00e8re d\u2019innovation\u00a0B2B<\/strong>, je suis un peu partial. Car j\u2019ai eu un professeur \u00e0 EM Lyon dont j\u2019admire particuli\u00e8rement le travail\u00a0: Paul Millier<\/a>.<\/strong><\/p>\n

Paul est auteur de divers ouvrages fondamentaux comme \u00ab\u2009Marketing the unknown\u2009\u00bb et \u00ab\u2009l\u2019anti-bible du Marketing et du Management<\/a>\u2009\u00bb.<\/p>\n

Un blog de l\u2019innovation \u00e0 lire et relire<\/h3>\n

Paul avait lanc\u00e9 il y a quelques ann\u00e9es, dans le cadre du mast\u00e8re de management de la Technologie et de l\u2019innovation d\u2019EM Lyon, un blog sur l\u2019innovation<\/a>.<\/p>\n

Je croyais ce blog disparu, je m\u2019aper\u00e7ois avec bonheur qu\u2019il est toujours l\u00e0.<\/p>\n

Voici l\u2019occasion r\u00eav\u00e9e pour revenir sur un des poncifs de l\u2019innovation et du marketing. \u00c0 savoir la croyance selon laquelle, plus on a de donn\u00e9es de march\u00e9, mieux on le conna\u00eet et mieux on vend. Ou mieux on fait son travail de marketeur, selon son centre d\u2019int\u00e9r\u00eat.<\/p>\n

Dans un pr\u00e9c\u00e9dent article, nous discutions de la difficult\u00e9 \u00e0 faire accoucher les clients de leurs besoins<\/a>. En mati\u00e8re d\u2019analyse des march\u00e9s \u00e9mergents, une autre difficult\u00e9 est \u00e0 surmonter. Elle est plus d\u2019ordre comportemental que m\u00e9thodologique \u00e0 proprement parler.<\/p>\n

Donn\u00e9es de march\u00e9\u00a0: la logique et le principe de r\u00e9alit\u00e9<\/h3>\n
\"Donn\u00e9es
Faut-il plus de donn\u00e9es sur un march\u00e9 pour mieux vendre\u2009? Paul Millier r\u00e9pond par la n\u00e9gative \u2014 photo du monde des grandes \u00e9coles.<\/a><\/figcaption><\/figure>\n

En effet, la logique et le bon sens font dire au rationnel qui sommeille en nous que plus on recueille d\u2019informations sur un sujet, mieux on le conna\u00eet. Et moins il y a de risque de se tromper.<\/p>\n

Cependant, il peut y avoir un inconv\u00e9nient majeur \u00e0 recueillir un maximum d\u2019informations<\/strong>. Un probl\u00e8me li\u00e9 \u00e0 la quantit\u00e9 de donn\u00e9es trait\u00e9es<\/strong>.<\/p>\n

En effet, des recherches ont prouv\u00e9 que lorsqu\u2019on collecte plus d\u2019informations pour se faire une opinion, ou d\u00e9cider quelque chose, ce n\u2019est pas la pertinence du jugement ou de la d\u00e9cision qui augmentent. Ce qui cro\u00eet est le degr\u00e9 de confiance qu\u2019on acquiert \u00e0 l\u2019\u00e9gard du jugement que l\u2019on porte<\/strong>.<\/p>\n

Prenons un extrait du billet de Paul Millier<\/p>\n

Extrait du billet de Paul Millier Troisi\u00e8me principe paradoxal<\/h3>\n

Recueillir un maximum d\u2019information sur le march\u00e9 avant de l\u2019attaquer<\/h4>\n

\u00ab\u2009En conclusion, m\u00eame si les managers ont tendance \u00e0 survaloriser le processus de d\u00e9cision consciente, il n\u2019y a pas besoin de faire des \u00e9tudes de march\u00e9 longues, lourdes et ch\u00e8res.<\/p>\n

Quand le march\u00e9 \u00e9merge tout juste, l\u2019intuition fond\u00e9e sur des observations du terrain, sur de premi\u00e8res exp\u00e9rimentations rapides et sur le retour d\u2019\u00e9ventuels futurs partenaires, donne souvent des r\u00e9sultats suffisamment bons pour d\u00e9marrer.<\/p>\n

En tous les cas, \u00e0 ce stade il est inutile et co\u00fbteux de faire de l\u2019analyse de donn\u00e9es sur des \u00e9chantillons \u201crepr\u00e9sentatifs\u201d de 999\u00a0personnes.<\/p>\n

Une \u00e9tude (A.\u00a0GRIFFIN, J. HAUSER The voice of the customer. MIT Marketing Center, working paper n\u00b0 91-2, January 1991.) nous prouve d\u2019ailleurs que 6 \u00e0 12\u00a0clients interview\u00e9s donnent \u00e0 peu pr\u00e8s 60\u00a0% \u00e0 80\u00a0% de toute l\u2019information que nous donnerait un grand nombre de clients interrog\u00e9s.<\/p>\n

\"donn\u00e9es
Un petit nombre d\u2019interviews suffit \u00e0 se faire une premi\u00e8re bonne id\u00e9e. Inutile de recueillir des tonnes de donn\u00e9es de march\u00e9.<\/figcaption><\/figure>\n

Terminons sur la vanit\u00e9 des approches quantitatives reposant sur des \u00e9chantillons. Nous pourrions peut-\u00eatre garder en t\u00eate qu\u2019un \u00e9chantillon doit \u00eatre repr\u00e9sentatif de la population \u00e0 \u00e9tudier.<\/p>\n

Or comment constituer un \u00e9chantillon repr\u00e9sentatif d\u2019un march\u00e9 qui n\u2019existe pas encore\u2009?\u2009<\/strong>\u00bb<\/p>\n

Cf.\u00a0www.blog-innovation.com \u00ab\u2009Troisi\u00e8me principe paradoxal\u00a0: Recueillir un maximum d\u2019information sur le march\u00e9 avant de l\u2019attaquer\u2009\u00bb par Paul Millier<\/a><\/p>\n

De la courbe d\u2019exp\u00e9rience pour recueillir des donn\u00e9es de march\u00e9<\/h3>\n

L\u2019explication de Paul Millier est limpide m\u00eame si elle est contre-intuitive. Le marketeur de base ne jurera en effet que par, je cite, \u00ab\u2009l\u2019\u00e9chantillon repr\u00e9sentatif de 1\u2009000\u00a0personnes\u2009\u00bb. M\u00eame s\u2019il ne conna\u00eet rien de son march\u00e9 et est donc incapable de d\u00e9crire ce qu\u2019est un \u00ab\u2009\u00e9chantillon repr\u00e9sentatif\u2009\u00bb d\u2019une population inconnue.<\/p>\n

Le but dans ce cas n\u2019est pas de mieux conna\u00eetre le march\u00e9, mais de se rassurer soi-m\u00eame par des artifices pr\u00e9tendument scientifiques (un taux de marge d\u2019erreur). On peut y voir aussi un d\u00e9sir de se couvrir en cas d\u2019\u00e9chec (\u00ab\u2009Pourtant, nous avions tout mesur\u00e9, chef\u2009!\u2009\u00bb).<\/p>\n

Des donn\u00e9es pr\u00e9cises et inexactes<\/h4>\n

Combien de fois ai-je vu des clients se gargariser de donn\u00e9es pr\u00e9cises recueillies sur un \u00e9chantillon pr\u00e9tendument repr\u00e9sentatif alors qu\u2019une simple \u00e9tude qualitative aurait largement suffi\u2009? Mieux encore, cette derni\u00e8re aurait apport\u00e9 des donn\u00e9es de march\u00e9 bien plus utile.<\/p>\n

Je passe sur ces \u00e9tudes qualitatives qui se font sur un \u00e9chantillon de 300\u00a0personnes, car \u00ab\u2009on n\u2019est jamais trop s\u00fbr du r\u00e9sultat\u2009\u00bb. Ne riez pas, c\u2019est du v\u00e9cu.<\/p>\n

La courbe d\u2019exp\u00e9rience \u00e0 10-12<\/h4>\n

Et pour cela, il faut conna\u00eetre la courbe d\u2019exp\u00e9rience. Elle n\u2019est pas \u00e0 300, et encore moins \u00e0 1\u2009000, mais entre 10 et 12. Bien entendu, plus on r\u00e9p\u00e8te des \u00e9vidences comme celles-l\u00e0, plus vous trouverez des clients pour faire l\u2019inverse.<\/p>\n

Et c\u2019est tant mieux, c\u2019est comme cela que les cabinets d\u2019\u00e9tudes s\u2019enrichissent.<\/p>\n

\"Donn\u00e9es
Donn\u00e9es de march\u00e9\u00a0: la courbe d\u2019exp\u00e9rience en \u00e9tude Quali<\/figcaption><\/figure>\n

Pour comprendre les courbes d\u2019exp\u00e9rience en interview qualitative, vous pouvez vous r\u00e9f\u00e9rer \u00e0 ce billet<\/a>.<\/p>\n

https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2023-05-17-donnees-de-marche-mixdown.mp3<\/a><\/audio><\/div><\/div>

Podcast: Play in new window<\/a> | Download<\/a> (Duration: 6:00 — 5.1MB)<\/p>

Subscribe: Apple Podcasts<\/a> | Spotify<\/a> | Android<\/a> | RSS<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Penchons-nous aujourd\u2019hui sur une id\u00e9e re\u00e7ue du marketing, plus on a de donn\u00e9es de march\u00e9, plus il est facile de faire son travail de marketeur. Et donc de vendre. Paul Millier, un des meilleurs experts mondiaux du marketing B2B, a \u00e9tudi\u00e9 cela dans un billet explicatif sur son blog et d\u00e9montre exactement l\u2019inverse.\u00a0 Faut-il plus …<\/p>\n","protected":false},"author":2,"featured_media":76161,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[744],"tags":[],"class_list":["post-76159","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-b2b"],"yoast_head":"\nDonn\u00e9es de march\u00e9 : Faut-il plus de donn\u00e9es pour mieux vendre ?<\/title>\n<meta name=\"description\" content=\"Penchons-nous aujourd'hui sur une id\u00e9e re\u00e7ue du marketing : plus on a de donn\u00e9es de march\u00e9, plus on vend ...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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He is a speaker and author of many books. In 2014 he went from intrapreneur to entrepreneur, when he created his digital marketing agency. Yann Gourvennec a cr\u00e9\u00e9 visionarymarketing.com en 1996. Il est conf\u00e9rencier et auteur de plusieurs livres. 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