{"id":46210,"date":"2018-09-27T10:54:37","date_gmt":"2018-09-27T08:54:37","guid":{"rendered":"https:\/\/www.iligo.fr\/?p=46210"},"modified":"2025-01-16T16:40:25","modified_gmt":"2025-01-16T15:40:25","slug":"drivher","status":"publish","type":"post","link":"https:\/\/www.iligo.fr\/en\/drivher\/","title":{"rendered":"Driv&#039;Her, the analysis of women&#039;s car communication"},"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<p><strong>Comment parler aux femmes de voiture ? C&rsquo;est ce que propose l&rsquo;\u00e9tude Driv&rsquo;Her par iligo et pour Mondadori MediaConnect, en analysant la perception de la communication automobile par les femmes. R\u00e9sultat, pour plaire aux femmes, les publicit\u00e9s doivent s&rsquo;affranchir des clich\u00e9s&#8230;<\/strong><\/p>\n\n\t\t<\/div>\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<p>Apr\u00e8s avoir fait sa rentr\u00e9e avec <a href=\"https:\/\/www.iligo.fr\/en\/emotions-en-experience\/\" target=\"_blank\" rel=\"noopener\">The Great Emotions<\/a>, une \u00e9tude iligo sur la mesure des \u00e9motions en exp\u00e9rience conso, et \u00e0 quelques jours de l&rsquo;ouverture du <a href=\"https:\/\/www.mondial-paris.com\/fr\/visiteur\/auto\" target=\"_blank\" rel=\"noopener\">Mondial de l&rsquo;Auto<\/a>, <strong>Mondadori MediaConnect<\/strong> refait appel \u00e0 <strong>iligo<\/strong> pour son \u00e9tude <strong>Driv&rsquo;Her<\/strong>, comment parler aux femmes de voiture ?<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Quelles sont les campagnes qui les s\u00e9duisent le plus ? Quelles sont les cl\u00e9s de discours et de contexte pour capter la cible f\u00e9minine ?<\/strong> Des questions auxquelles <strong>Driv&rsquo;Her<\/strong> r\u00e9pond, par l&rsquo;analyse des attitudes et comportements de femmes intentionnistes ou acheteuses r\u00e9centes de voitures neuves, et des recueils qualitatifs de la perception des cr\u00e9ations publicitaires du secteur auto.<\/p>\n<p>&nbsp;<\/p>\n<p>Une \u00e9tude men\u00e9e sur 6 territoires d&rsquo;expression identifi\u00e9s, 24 campagnes test\u00e9es sur les principaux constructeurs du march\u00e9, qui montre entre autres, que <strong>89% des femmes interrog\u00e9s pensent que les publicit\u00e9s du secteur automobile doivent sortir des clich\u00e9s \u00ab\u00a0m\u00e8re au foyer\u00a0\u00bb, \u00ab\u00a0passag\u00e8re\u00a0\u00bb ou \u00ab\u00a0sexy\u00a0\u00bb<\/strong>.<\/p>\n<p>&nbsp;<\/p>\n<p>Retrouvez plus de r\u00e9sultats de l&rsquo;\u00e9tude <a href=\"https:\/\/www.offremedia.com\/mondadori-mediaconnect-analyse-la-perception-de-la-communication-automobile-par-les-femmes\" target=\"_blank\" rel=\"noopener\">Driv'her<\/a><\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Comment parler aux femmes de voiture ?  Les publicit\u00e9s doivent s&rsquo;affranchir des clich\u00e9s&#8230;<\/p>","protected":false},"author":2,"featured_media":46209,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[201,316],"tags":[297,430,2395,487,2393,2397],"class_list":["post-46210","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","category-etudes","tag-automobile","tag-communication","tag-drivher","tag-femmes","tag-mondadori-mediaconnect","tag-mondial-de-lauto"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Driv&#039;Her, l&#039;analyse de la communication auto par les femmes | iligo - Research Agency<\/title>\n<meta name=\"description\" content=\"Comment parler aux femmes de voiture ? Les publicit\u00e9s doivent s&#039;affranchir des clich\u00e9s... 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