{"id":44769,"date":"2018-01-04T21:11:12","date_gmt":"2018-01-04T20:11:12","guid":{"rendered":"https:\/\/www.iligo.fr\/?page_id=44769"},"modified":"2026-07-27T16:05:22","modified_gmt":"2026-07-27T14:05:22","slug":"communication-research","status":"publish","type":"page","link":"https:\/\/www.iligo.fr\/en\/nos-solutions\/communication-research\/","title":{"rendered":"Communication Research"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><div class=\"vc_row wpb_row vc_row-fluid edgtf-section edgtf-content-aligment-left\" style=\"\"><div class=\"clearfix edgtf-full-section-inner\"><div class=\"wpb_column vc_column_container vc_col-sm-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<h2 style=\"text-align: center;\">Communication Research<\/h2>\n\n\t\t<\/div>\n\t<\/div>\n<div class=\"edgtf-separator-holder clearfix  edgtf-separator-center edgtf-separator-normal\">\n\t<div class=\"edgtf-separator\" style=\"margin-top: 25px\"><\/div>\n<\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<h4>ADSCORE<span class=\"exposant\">\u2122<\/span><\/h4>\n\n\t\t<\/div>\n\t<\/div>\n<div class=\"edgtf-separator-holder clearfix  edgtf-separator-left edgtf-separator-normal\">\n\t<div class=\"edgtf-separator\" style=\"border-color: #fc541f;width: 50px;border-width: 2px;margin-top: 10px;margin-bottom: 10px\"><\/div>\n<\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p><strong>La mesure de l\u2019efficacit\u00e9 publicitaire plurim\u00e9dia.<\/strong><\/p>\n<p>AdScore est une solution barom\u00e9trique visant \u00e0 \u00e9valuer l\u2019efficacit\u00e9 des campagnes publicitaires et permettant de mesurer les effets crois\u00e9s de campagnes plurim\u00e9dias. Cette m\u00e9thodologie sp\u00e9cifique permet de r\u00e9aliser un diagnostic pr\u00e9cis de l\u2019efficacit\u00e9 des campagnes en mesurant :<\/p>\n<ul>\n<li>Le souvenir publicitaire<\/li>\n<li>L\u2019agr\u00e9ment de la cr\u00e9ation<\/li>\n<li>L\u2019intention d\u2019activation<\/li>\n<li>Mais aussi des crit\u00e8res sp\u00e9cifiques relatifs \u00e0 l\u2019image de la marque<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Une mesure barom\u00e9trique qui a permis, au fil du temps, de constituer une base de donn\u00e9es d\u2019efficacit\u00e9.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<div class=\"edgtf-separator-holder clearfix  edgtf-separator-center edgtf-separator-normal\">\n\t<div class=\"edgtf-separator\" style=\"margin-top: 25px\"><\/div>\n<\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<h4><a href=\"https:\/\/www.iligo.fr\/en\/iligo-lance-digiscore-le-premier-barometre-de-mesure-de-lefficacite-de-laffichage-numerique\/\">DIGISCORE<span class=\"exposant\">\u2122<\/span><\/a><\/h4>\n\n\t\t<\/div>\n\t<\/div>\n<div class=\"edgtf-separator-holder clearfix  edgtf-separator-left edgtf-separator-normal\">\n\t<div class=\"edgtf-separator\" style=\"border-color: #fc541f;width: 50px;border-width: 2px;margin-top: 10px;margin-bottom: 10px\"><\/div>\n<\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<h4><\/h4>\n<p><strong>La premi\u00e8re mesure de l\u2019efficacit\u00e9 de l\u2019affichage num\u00e9rique.<\/strong><\/p>\n<p>Comme les autres m\u00e9dias, l\u2019affichage publicitaire se digitalise pour devenir dynamique et connect\u00e9. Cette digitalisation modifie les codes traditionnels entrainant de nouvelles probl\u00e9matiques en termes de mesure de l\u2019efficacit\u00e9 publicitaire. Comment les individus per\u00e7oivent-ils cette \u00e9volution du m\u00e9dia ? Quelles sont les \u00ab best practices \u00bb \u00e0 mettre en oeuvre en mati\u00e8re de cr\u00e9ation ? C\u2019est pour r\u00e9pondre \u00e0 ces questions qu\u2019iligo a d\u00e9velopp\u00e9 Digiscore, une m\u00e9thodologie sp\u00e9cifique servant \u00e0 mesurer l\u2019impact des campagnes d\u2019affichage num\u00e9rique et visant \u00e0 cr\u00e9er une base de donn\u00e9es de r\u00e9f\u00e9rence de l\u2019efficacit\u00e9 des campagnes.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<div class=\"edgtf-separator-holder clearfix  edgtf-separator-center edgtf-separator-normal\">\n\t<div class=\"edgtf-separator\" style=\"margin-top: 50px\"><\/div>\n<\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<h4>MARKETING TOUCH SCORE<span class=\"exposant\">\u2122<\/span><\/h4>\n\n\t\t<\/div>\n\t<\/div>\n<div class=\"edgtf-separator-holder clearfix  edgtf-separator-left edgtf-separator-normal\">\n\t<div class=\"edgtf-separator\" style=\"border-color: #fc541f;width: 50px;border-width: 2px;margin-top: 10px;margin-bottom: 10px\"><\/div>\n<\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p><strong>La mesure de l\u2019impact et de l\u2019influence des diff\u00e9rents points de contact entre les marques et les consommateurs.<\/strong><\/p>\n<p>Afin de d\u00e9terminer les meilleures occasions de contact entre les marques et les consommateurs d\u2019un secteur, iligo a d\u00e9velopp\u00e9 un protocole exclusif : Marketing Touch Score<\/p>\n<p>&nbsp;<\/p>\n<p>Marketing Touch Score vise \u00e0 mesurer l\u2019exp\u00e9rience entre les individus et les marques en analysant l\u2019efficacit\u00e9 de l\u2019ensemble des actions marketing, qu\u2019elles soient indiff\u00e9remment above ou below the line, m\u00e9dia ou hors m\u00e9dia\u2026. Dans le but d\u2019optimiser le ROI des strat\u00e9gies de marketing et de communication.<\/p>\n<p>&nbsp;<\/p>\n<p>Les \u00e9tudes MTS permettent de :<\/p>\n<ul>\n<li>D\u00e9terminer les leviers marketing les plus utiles \u00e0 une cat\u00e9gorie de produits<\/li>\n<li>Identifier l\u2019ensemble des points de contact utiles<\/li>\n<li>Les hi\u00e9rarchiser en termes d\u2019impact et de fonction<\/li>\n<li>Identifier les leviers marketing pour une marque<\/li>\n<li>Diagnostiquer l\u2019usage actuel de ces points de contact<\/li>\n<li>Les comparer par rapport \u00e0 l\u2019utilisation de ces m\u00eames points de contact par les principaux concurrents d\u2019une marque sur cette cat\u00e9gorie<\/li>\n<\/ul>\n\n\t\t<\/div>\n\t<\/div>\n<div class=\"edgtf-separator-holder clearfix  edgtf-separator-center edgtf-separator-normal\">\n\t<div class=\"edgtf-separator\" style=\"margin-top: 25px\"><\/div>\n<\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<h4><a href=\"https:\/\/www.iligo.fr\/en\/methodologie-iligo-le-consumer-journey-score\/\">CONSUMER JOURNEY SCORE<span class=\"exposant\">\u2122<\/span><\/a><\/h4>\n\n\t\t<\/div>\n\t<\/div>\n<div class=\"edgtf-separator-holder clearfix  edgtf-separator-left edgtf-separator-normal\">\n\t<div class=\"edgtf-separator\" style=\"border-color: #fc541f;width: 50px;border-width: 2px;margin-top: 10px;margin-bottom: 10px\"><\/div>\n<\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p><strong>La mesure et l\u2019influence des leviers marketing \u00e0 chaque \u00e9tape du parcours consommateur<\/strong>.<\/p>\n<p>Face \u00e0 la prolif\u00e9ration des m\u00e9dias et des produits, le parcours d\u2019achat des individus s\u2019est consid\u00e9rablement complexifi\u00e9. Le processus d\u2019achat ne se pr\u00e9sente plus sous la forme d\u2019un entonnoir mais sous une forme circulaire : c\u2019est le postulat du Consumer Journey. Cette approche prend en compte les diff\u00e9rentes \u00e9tapes du processus d\u2019achat, du moment o\u00f9 le consommateur s\u2019interroge sur un produit jusqu\u2019\u00e0 l\u2019apr\u00e8s achat, quand il a la possibilit\u00e9 de recommander une marque ou d\u2019influencer les d\u00e9cisions de ses pairs.<\/p>\n<p>&nbsp;<\/p>\n<p>L\u2019approche in\u00e9dite d\u00e9velopp\u00e9e par iligo vise \u00e0 restituer cette logique dynamique du Consumer Journey et \u00e0 mesurer, \u00e0 chacune de ses \u00e9tapes signifiantes, l\u2019impact des diff\u00e9rents points de contact.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<div class=\"edgtf-separator-holder clearfix  edgtf-separator-center edgtf-separator-normal\">\n\t<div class=\"edgtf-separator\" style=\"margin-top: 25px\"><\/div>\n<\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<h4><a href=\"https:\/\/www.iligo.fr\/en\/emotion-score\/\">EMOTION SCORE<span class=\"exposant\">\u2122<\/span><\/a><\/h4>\n\n\t\t<\/div>\n\t<\/div>\n<div class=\"edgtf-separator-holder clearfix  edgtf-separator-left edgtf-separator-normal\">\n\t<div class=\"edgtf-separator\" style=\"border-color: #fc541f;width: 50px;border-width: 2px;margin-top: 10px;margin-bottom: 10px\"><\/div>\n<\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p><strong>La mesure des \u00e9motions comme indicateur de performance dans l\u2019efficacit\u00e9.<\/strong><\/p>\n<p>La solution Emotion Score vise \u00e0 collecter, mesurer et comparer en temps r\u00e9el, les diff\u00e9rentes \u00e9motions suscit\u00e9es par un m\u00e9dia. L\u2019int\u00e9r\u00eat de ce protocole, est en plus, de croiser ces datas, \u00e0 des r\u00e9sultats sciemment d\u00e9clar\u00e9s par les r\u00e9pondants post-exposition. Cette solution vise donc \u00e0 allier mesure passive et mesure d\u00e9clarative, dans le but de pouvoir mieux analyser et comprendre l\u2019efficacit\u00e9 d\u2019un contenu m\u00e9dia, en utilisant la technologie pour remettre l\u2019humain au c\u0153ur de la r\u00e9flexion, et de la cr\u00e9ation.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<div class=\"edgtf-separator-holder clearfix  edgtf-separator-center edgtf-separator-normal\">\n\t<div class=\"edgtf-separator\" style=\"margin-top: 25px\"><\/div>\n<\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<h4>MODELING<\/h4>\n\n\t\t<\/div>\n\t<\/div>\n<div class=\"edgtf-separator-holder clearfix  edgtf-separator-left edgtf-separator-normal\">\n\t<div class=\"edgtf-separator\" style=\"border-color: #fc541f;width: 50px;border-width: 2px;margin-top: 10px;margin-bottom: 10px\"><\/div>\n<\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p><strong>La mesure du ROI de chacun des leviers marketing.<\/strong><\/p>\n<p>Il s\u2019agit de construire une base de donn\u00e9es m\u00ealant les historiques de la variable \u00e0 expliquer (les ventes le plus souvent) aux historiques de toutes les variables potentiellement explicatives (m\u00e9t\u00e9o, publicit\u00e9, CRM, promotions, nombre de points de vente, etc.).<\/p>\n<p>&nbsp;<\/p>\n<p>Par des analyses statistiques complexes, il est possible d\u2019isoler les contributions (ou non de chacun des leviers).<\/p>\n<p>&nbsp;<\/p>\n<p>Olivier Goulet, fondateur d\u2019iligo, a b\u00e2ti en France \u00e0 la fin des ann\u00e9es 1990 l\u2019offre du groupe Omnicom en mati\u00e8re de mod\u00e9lisation (OMD Metrics, devenu Brand Science), puis il a d\u00e9velopp\u00e9 au milieu des ann\u00e9es 2000 celle du groupe WPP (Ohal).<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<div class=\"edgtf-separator-holder clearfix  edgtf-separator-center edgtf-separator-normal\">\n\t<div class=\"edgtf-separator\" style=\"margin-top: 25px\"><\/div>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div><div class=\"vc_row wpb_row vc_row-fluid edgtf-section vc_custom_1445507530119 edgtf-content-aligment-left edgtf-grid-section\" style=\"\"><div class=\"clearfix edgtf-section-inner\"><div class=\"edgtf-section-inner-margin clearfix\"><div class=\"wpb_column vc_column_container vc_col-sm-4\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\">\n\t<div  class=\"wpb_single_image wpb_content_element vc_align_center wpb_content_element\">\n\t\t\n\t\t<figure class=\"wpb_wrapper vc_figure\">\n\t\t\t<a href=\"https:\/\/www.iligo.fr\/en\/consumer-research\/\" target=\"_self\" class=\"vc_single_image-wrapper vc_box_circle  vc_box_border_grey\"><img decoding=\"async\" class=\"vc_single_image-img\" src=\"https:\/\/www.iligo.fr\/wp-content\/uploads\/2017\/11\/COMMUNICATION-1-100x100.jpg\" width=\"100\" height=\"100\" alt=\"COMMUNICATION 1\" title=\"COMMUNICATION 1\" loading=\"lazy\" \/><\/a>\n\t\t<\/figure>\n\t<\/div>\n<div class=\"vc_empty_space\"   style=\"height: 32px\"><span class=\"vc_empty_space_inner\"><\/span><\/div>\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<h3 style=\"text-align: center;\"><a href=\"https:\/\/www.iligo.fr\/en\/consumer-research\/\">CONSUME<\/a><br \/>\n<a href=\"https:\/\/www.iligo.fr\/en\/consumer-research\/\">RESEARCH<\/a><\/h3>\n\n\t\t<\/div>\n\t<\/div>\n<div class=\"edgtf-separator-holder clearfix  edgtf-separator-center edgtf-separator-normal\">\n\t<div class=\"edgtf-separator\" style=\"border-color: rgba(255,255,255,0.01);margin-top: 26px;margin-bottom: 0px\"><\/div>\n<\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p style=\"text-align: center;\">Understanding consumer habits and attitudes<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><div class=\"wpb_column vc_column_container vc_col-sm-4\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\">\n\t<div  class=\"wpb_single_image wpb_content_element vc_align_center wpb_content_element\">\n\t\t\n\t\t<figure class=\"wpb_wrapper vc_figure\">\n\t\t\t<a href=\"https:\/\/www.iligo.fr\/en\/communication-research\/\" target=\"_self\" class=\"vc_single_image-wrapper vc_box_circle  vc_box_border_grey\"><img decoding=\"async\" class=\"vc_single_image-img\" src=\"https:\/\/www.iligo.fr\/wp-content\/uploads\/2017\/11\/INNOVATION-100x100.jpg\" width=\"100\" height=\"100\" alt=\"INNOVATION\" title=\"INNOVATION\" loading=\"lazy\" \/><\/a>\n\t\t<\/figure>\n\t<\/div>\n<div class=\"vc_empty_space\"   style=\"height: 32px\"><span class=\"vc_empty_space_inner\"><\/span><\/div>\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<h3 style=\"text-align: center;\"><a href=\"https:\/\/www.iligo.fr\/en\/communication-research\/\">COMMUNICATION<\/a><br \/>\n<a href=\"https:\/\/www.iligo.fr\/en\/communication-research\/\">RESEARCH<\/a><\/h3>\n\n\t\t<\/div>\n\t<\/div>\n<div class=\"edgtf-separator-holder clearfix  edgtf-separator-center edgtf-separator-normal\">\n\t<div class=\"edgtf-separator\" style=\"border-color: rgba(255,255,255,0.01);margin-top: 26px;margin-bottom: 0px\"><\/div>\n<\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p style=\"text-align: center;\">Measuring marketing levers<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><div class=\"wpb_column vc_column_container vc_col-sm-4\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\">\n\t<div  class=\"wpb_single_image wpb_content_element vc_align_center wpb_content_element\">\n\t\t\n\t\t<figure class=\"wpb_wrapper vc_figure\">\n\t\t\t<a href=\"https:\/\/www.iligo.fr\/en\/nos-solutions\/innovation-research\/\" target=\"_self\" class=\"vc_single_image-wrapper vc_box_circle  vc_box_border_grey\"><img decoding=\"async\" class=\"vc_single_image-img\" src=\"https:\/\/www.iligo.fr\/wp-content\/uploads\/2018\/01\/INNOVATION-100x100.jpg\" width=\"100\" height=\"100\" alt=\"INNOVATION\" title=\"INNOVATION\" loading=\"lazy\" \/><\/a>\n\t\t<\/figure>\n\t<\/div>\n<div class=\"vc_empty_space\"   style=\"height: 32px\"><span class=\"vc_empty_space_inner\"><\/span><\/div>\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<h3 style=\"text-align: center;\"><a href=\"https:\/\/www.iligo.fr\/en\/nos-solutions\/innovation-research\/\">INNOVATION<\/a><br \/>\n<a href=\"https:\/\/www.iligo.fr\/en\/nos-solutions\/innovation-research\/\">RESEARCH<\/a><\/h3>\n\n\t\t<\/div>\n\t<\/div>\n<div class=\"edgtf-separator-holder clearfix  edgtf-separator-center edgtf-separator-normal\">\n\t<div class=\"edgtf-separator\" style=\"border-color: rgba(255,255,255,0.01);margin-top: 26px;margin-bottom: 0px\"><\/div>\n<\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p style=\"text-align: center;\">Measuring the potential of product and service innovations<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><div class=\"vc_row wpb_row vc_row-fluid edgtf-section edgtf-content-aligment-left\" style=\"\"><div class=\"clearfix edgtf-full-section-inner\"><div class=\"wpb_column vc_column_container vc_col-sm-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"edgtf-separator-holder clearfix  edgtf-separator-center edgtf-separator-normal\">\n\t<div class=\"edgtf-separator\" style=\"margin-top: 50px\"><\/div>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"Communication Research ADSCORE&#x2122; La mesure de l\u2019efficacit\u00e9 publicitaire plurim\u00e9dia. AdScore est une solution barom\u00e9trique visant \u00e0 \u00e9valuer l\u2019efficacit\u00e9 des campagnes publicitaires et permettant de mesurer les effets crois\u00e9s de campagnes plurim\u00e9dias. Cette m\u00e9thodologie sp\u00e9cifique permet [...]","protected":false},"author":1,"featured_media":0,"parent":235,"menu_order":2,"comment_status":"closed","ping_status":"open","template":"","meta":{"footnotes":""},"class_list":["post-44769","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Communication Research | iligo - Research Agency<\/title>\n<meta name=\"description\" content=\"Des solutions pour mieux mesurer l\u2019impact et l\u2019influence des leviers marketing, allant de la mesure des points de contacts au digital, en passant par les \u00e9motions. 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