{"id":55853,"date":"2021-11-24T12:18:09","date_gmt":"2021-11-24T11:18:09","guid":{"rendered":"https:\/\/www.iligo.fr\/?p=55853"},"modified":"2026-10-21T11:55:45","modified_gmt":"2026-10-21T09:55:45","slug":"comment-evaluer-le-nouveau-design-dune-gamme-de-produits-temoignage-dun-client","status":"publish","type":"post","link":"https:\/\/www.iligo.fr\/en\/comment-evaluer-le-nouveau-design-dune-gamme-de-produits-temoignage-dun-client\/","title":{"rendered":"How to evaluate the new design of a product range? A customer's testimonial"},"content":{"rendered":"<h4><strong>Contexte &amp; objectif<\/strong><\/h4>\n<p><a href=\"https:\/\/www.borgesinternationalgroup.com\/en\/\" target=\"_blank\" rel=\"noopener\">Borges<\/a>&nbsp;souhaite modifier les packagings d\u2019une de ses gammes principales dans le cadre d\u2019une refonte de son image de marque.<br \/>\nL\u2019entreprise, sp\u00e9cialiste des olives, a donc consult\u00e9 MarketingScan sur la possibilit\u00e9 d\u2019interroger en situation naturelle d\u2019achat, des shoppers afin :<\/p>\n<ul>\n<li><strong>D\u2019identifier l\u2019impact des changements de pack pour les shoppers<\/strong><\/li>\n<li><strong>De valider les nouvelles options de packs<\/strong><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Pour r\u00e9pondre \u00e0 ces questions, <a href=\"https:\/\/www.marketingscan.fr\/\">MarketingScan<\/a> et&nbsp;iligo&nbsp;ont propos\u00e9 la m\u00e9thodologie&nbsp;<a href=\"https:\/\/www.marketingscan.fr\/test-produit\/test-de-packaging\/\" target=\"_blank\" rel=\"noopener\">Pack Impact<\/a> (<a href=\"https:\/\/www.iligo.fr\/en\/shopper-impact\/\">description compl\u00e9mentaire de la solution ici<\/a>) pour accompagner Borges dans ces changements de pack :<\/p>\n<ul>\n<li><strong>En identifiant les leviers et les freins possibles aupr\u00e8s des shoppers de la cat\u00e9gorie<\/strong><\/li>\n<li><strong>Via une enqu\u00eate r\u00e9alis\u00e9e en situation r\u00e9elle au moment de l\u2019achat en magasin<\/strong><\/li>\n<li><strong>Des r\u00e9ponses en termes d\u2019\u00e9mergence, agr\u00e9ment, de b\u00e9n\u00e9fices et d\u2019incitation \u00e0 l\u2019achat<\/strong><\/li>\n<\/ul>\n<h4><\/h4>\n<p>&nbsp;<\/p>\n<h4><strong>M\u00e9thodologie<\/strong><\/h4>\n<p>Le partenariat iligo-MarketingScan permet d\u2019interroger et d\u2019observer les comportements des shoppers directement en magasin, en situation naturelle d\u2019acte d\u2019achat. Pour ce test, MarketingScan a mis en place les nouveaux packs \u00e0 \u00e9valuer dans plusieurs magasins faisant partie de son dispositif.<\/p>\n<p>&nbsp;<\/p>\n<p>Concr\u00e8tement, deux groupes sont expos\u00e9s en magasin au packaging : un groupe t\u00e9moin au packaging actuel, un groupe test au nouveau packaging sous forme de prototype dans un v\u00e9ritable rayon.<\/p>\n<p>&nbsp;<\/p>\n<p>Apr\u00e8s exposition, les deux groupes r\u00e9pondent \u00e0 un questionnaire administr\u00e9 in situ et qui vise \u00e0 mesurer une s\u00e9rie de m\u00e9triques cl\u00e9s : reconnaissance de la marque, attractivit\u00e9 visuelle, compr\u00e9hension, agr\u00e9ment, diff\u00e9renciation, b\u00e9n\u00e9fices associ\u00e9s, incitation \u00e0 l\u2019achat, persuasion\u2026<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>T\u00e9moignage de l\u2019\u00e9quipe marketing Borges<\/strong><\/h4>\n<blockquote><p>\u00ab\u00a0Merci pour votre tr\u00e8s bel accompagnement du d\u00e9but \u00e0 la fin du projet, <strong>r\u00e9activit\u00e9 et flexibilit\u00e9 malgr\u00e9 des timings tr\u00e8s serr\u00e9s<\/strong> notamment lors de la r\u00e9alisation du questionnaire pour s\u2019adapter au mieux \u00e0 nos probl\u00e9matiques de march\u00e9 et de marque.Nous avons tout particuli\u00e8rement \u00e9t\u00e9 s\u00e9duits par :&nbsp;<strong style=\"font-size: 16px;\">la situation r\u00e9elle, un v\u00e9ritable plus, la possibilit\u00e9 d\u2019\u00e9changer directement avec les \u00e9quipes terrain<\/strong><span style=\"font-size: 16px;\">&nbsp;sur la mise en place du test (merchandising), la r\u00e9alisation des maquettes et enfin&nbsp;<\/span><strong style=\"font-size: 16px;\">la restitution de tr\u00e8s haute qualit\u00e9<\/strong><span style=\"font-size: 16px;\"> par quelqu\u2019un qui participe aux interviews.\u00a0\u00bb<\/span><\/p><\/blockquote>","protected":false},"excerpt":{"rendered":"<p>The iligo-MarketingScan partnership makes it possible to question and observe shopper behavior directly in stores, in a natural purchasing situation.<\/p>","protected":false},"author":2,"featured_media":55854,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[201,316,400],"tags":[362,366],"class_list":["post-55853","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","category-etudes","category-iligo","tag-pack-impact","tag-test-de-packaging"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment \u00e9valuer le nouveau design d&#039;une gamme de produits ? 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