{"id":58505,"date":"2022-05-18T19:47:47","date_gmt":"2022-05-18T17:47:47","guid":{"rendered":"https:\/\/www.iligo.fr\/?p=58505"},"modified":"2026-10-21T11:55:30","modified_gmt":"2026-10-21T09:55:30","slug":"tribune-tei-lhumain-lindividu-au-centre-de-notre-innovation","status":"publish","type":"post","link":"https:\/\/www.iligo.fr\/en\/tribune-tei-lhumain-lindividu-au-centre-de-notre-innovation\/","title":{"rendered":"Tribune TEI : l&rsquo;humain, l&rsquo;individu, au centre de notre innovation"},"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>L\u2019instabilit\u00e9 dans laquelle \u00e9voluent individus et marques depuis quelques ann\u00e9es a confort\u00e9 iligo sur le n\u00e9cessaire recentrage de son innovation sur la compr\u00e9hension des nouveaux besoins, nouvelles attentes des individus et sur leurs perceptions des produits\/solutions\/communications qui se d\u00e9veloppent.<\/p>\n<p>&nbsp;<\/p>\n<p>Que cette compr\u00e9hension soit issue de mesures passives (Emotions, eye-tracking, facial coding, capteurs connect\u00e9s\u2026), d\u00e9claratives (communaut\u00e9s en ligne, tests UX\/concepts\u2026) ou de data analysis, elle montre une \u00e9volution d\u2019une partie de la consommation de marque vers une consommation d\u2019entreprise, mettant l\u2019humain, ses valeurs et ses choix au centre des r\u00e9flexions.<\/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><\/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\">\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p><strong>Quelles concr\u00e9tisations dans les cas pr\u00e9sent\u00e9s aux Troph\u00e9es Etudes et Innovation\u00a0?<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p><strong>LA DATA ANALYSIS AU <em>NIVEAU INIDIVIDUEL<\/em> ET NON AGREG\u00c9 POUR COMPRENDRE L\u2019EFFICACITE BRANDING : <\/strong>En analysant avec 3 approches \u00e9conom\u00e9triques compl\u00e9mentaires plus de 8 millions de donn\u00e9es individuelles, iligo a red\u00e9fini les leviers d\u2019efficacit\u00e9 Branding sur la base de mesures effectu\u00e9es depuis la crise de 2020. Le caract\u00e8re in\u00e9dit de cette approche r\u00e9alis\u00e9e pour <strong>TF1 publicit\u00e9<\/strong> est de m\u00e9langer donn\u00e9es m\u00e9dias, donn\u00e9es li\u00e9es \u00e0 la cr\u00e9ation, donn\u00e9es de campagne et donn\u00e9es d\u2019efficacit\u00e9 Branding et Selling au niveau individuel. En ressortent des leviers d\u2019efficacit\u00e9 et une r\u00e9flexion autour de la probable fin de l\u2019opposition entre Branding et Selling pour les individus.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>LE POUVOIR EMOTIONNEL DE L\u2019AUDIO MESUR\u00c9 <em>POUR CHAQUE INDIVIDU<\/em> VIA LES NEUROSCIENCES\u00a0: <\/strong>Le d\u00e9veloppement des contenus audio (podcasts, webradios\u2026) a pouss\u00e9<a href=\"https:\/\/www.iligo.fr\/en\/iligo-met-en-place-une-mesure-passive-des-emotions-generees-par-les-spots-audios-pour-nrj-global\/\"> iligo et <strong>NRJ<\/strong><\/a> \u00e0 investiguer les liens entre leviers cr\u00e9atifs et \u00e9motions ressenties afin de comprendre comment chaque auditeur ressentait les cr\u00e9ations audio et si ses \u00e9motions \u00e9taient source d\u2019efficacit\u00e9. La m\u00e9thodologie hybride et innovante, alliant mesures rationnelle et \u00e9motionnelle, quantitatives et qualitatives (conditions r\u00e9elles simul\u00e9es avec mesure des \u00e9motions via bracelet \u00e9lectrodermal) permet d\u2019identifier les leviers cr\u00e9atifs driveurs d\u2019\u00e9motion. R\u00e9sultats\u00a0: une \u00e9motion en audio plus port\u00e9e par des messages mixant rationnel et \u00e9motionnel et 5 grands leviers cr\u00e9atifs identifi\u00e9s pour permettre \u00e0 chacun de profiter au maximum de son exp\u00e9rience audio.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>LA MESURE DE L\u2019EFFICACIT\u00c9 DES \u00c9CRANS GREEN ET <em>LEUR APPORT A LA SOCIETE ET AUX INDIVIDUS<\/em>\u00a0: <\/strong>Dans la lign\u00e9e de sa m\u00e9thode \u00ab Drive to Responsibility \u00bb mesurant sur toute la cha\u00eene la transmission de valeurs RSE aux individus, \u00e0 la soci\u00e9t\u00e9 et aux marques, iligo continue d\u2019accompagner <strong>France TV publicit\u00e9<\/strong> dans sa volont\u00e9 de cr\u00e9er des \u00e9crans d\u00e9di\u00e9s aux produits respectueux de l\u2019environnement.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>Une tribune \u00e0 retrouver dans Offre M\u00e9dia <a href=\"https:\/\/www.offremedia.com\/lhumain-lindividu-au-centre-de-notre-innovation-olivier-goulet-et-celine-pasquier-iligo\">ici<\/a><\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>L\u2019instabilit\u00e9 dans laquelle \u00e9voluent individus et marques depuis quelques ann\u00e9es a confort\u00e9 iligo sur le n\u00e9cessaire recentrage de son innovation sur la compr\u00e9hension des nouveaux besoins<\/p>","protected":false},"author":6,"featured_media":58509,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[201,316,663,400],"tags":[2745],"class_list":["post-58505","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","category-etudes","category-events","category-iligo","tag-tei"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - 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