{"id":65509,"date":"2023-05-26T09:20:56","date_gmt":"2023-05-26T07:20:56","guid":{"rendered":"https:\/\/www.iligo.fr\/?p=65509"},"modified":"2026-10-21T11:54:20","modified_gmt":"2026-10-21T09:54:20","slug":"tribune-innover-cest-souvrir-a-dautres-champs","status":"publish","type":"post","link":"https:\/\/www.iligo.fr\/en\/tribune-innover-cest-souvrir-a-dautres-champs\/","title":{"rendered":"Tribune : Innover, c\u2019est s\u2019ouvrir \u00e0 d\u2019autres champs"},"content":{"rendered":"<p>Depuis sa cr\u00e9ation (2010), l\u2019agence d\u2019\u00e9tudes iligo est reconnue pour son innovation. Qu\u2018elle soit technologique (partenariat avec une agence de webdesign, Eye-tracking, facial coding, capteurs connect\u00e9s, assistants vocaux, IA\u2026) ou inspir\u00e9e d\u2019autres domaines, l\u2019innovation est toujours consid\u00e9r\u00e9e comme un moyen d\u2019optimiser l\u2019exp\u00e9rience consommateur. Le but restant le m\u00eame\u00a0: recueillir la perception consommateur au plus proche de la r\u00e9alit\u00e9 d\u2019achat ou d\u2019exposition.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>Mixer technologie, techniques d\u2019enqu\u00eates traditionnelles (quantitatives, qualitatives\u2026) et protocoles de diverses inspirations nous permet de r\u00e9pondre aux challenges des marques.<\/p>\n<p>&nbsp;<\/p>\n<p>Les 3 cas pr\u00e9sent\u00e9s aux troph\u00e9es illustrent la diversit\u00e9 de champs d\u2019inspiration dans le processus d\u2019innovation\u00a0d\u2019iligo pour des probl\u00e9matiques de mesure de l\u2019attention ou de positionnement de marque\u00a0:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Inspir\u00e9 du cin\u00e9ma, le retravail en post-production de vid\u00e9o image par image<\/strong><\/li>\n<\/ul>\n<p>iligo a film\u00e9 et retravaill\u00e9 image par image un parcours dans les transports en commun pour comprendre comment les usagers vivent leurs d\u00e9placements et ce qu\u2019ils gardent en m\u00e9moire selon diff\u00e9rentes expositions media <em>(Etude\u00a0: Vid\u00e9o avec incrustations virtuelles dynamiques au service de l\u2019optimisation des parcours avec Mediatransports)<\/em><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Inspir\u00e9 du design et de l\u2019UX, la reproduction de sites internet m\u00e9dia en contextualisant diff\u00e9remment l\u2019exp\u00e9rience utilisateur<\/strong><\/li>\n<\/ul>\n<p>Mesure de l\u2019attention port\u00e9e lors de la lecture dans un environnement de Context planning, bas\u00e9 sur les th\u00e9matiques m\u00e9dia consult\u00e9es, ou d\u2019Audience planning, bas\u00e9 sur les crit\u00e8res sociod\u00e9mographiques <em>(Etude\u00a0: Context planning vs Audience planning avec Media Figaro)<\/em><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Inspir\u00e9 de la recherche psychosociologique sur les valeurs<\/strong><\/li>\n<\/ul>\n<p>Pour aider les marques \u00e0 r\u00e9pondre aux nouvelles attentes consommateurs (engagement environnemental, soci\u00e9tal, citoyen ou \u00e9conomique\u2026), iligo s\u2019appuie sur les travaux autour des valeurs de Schwartz &amp; Rokeach, chercheurs en psychologie sociale pour construire un accompagnement ax\u00e9 sur la recherche de sens : audit en amont de la communication sur les valeurs des individus\/marques\/m\u00e9dias, mediaplanning bas\u00e9 sur les valeurs, mesure post-communication sur les valeurs associ\u00e9es ou non \u00e0 la marque <em>(Protocole Value &amp; Values + Drive to Values avec Values.media)<\/em><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>L\u2019innovation, chez iligo, ne s\u2019arr\u00eate pas aux technologies\u00a0employ\u00e9es : c\u2019est avant tout une d\u00e9marche de curiosit\u00e9 et d\u2019ouverture sur d\u2019autres champs.<\/p>\n<p>&nbsp;<\/p>\n<p>Olivier Goulet, Fondateur d\u2019iligo &amp; C\u00e9line Pasquier, COO<\/p>","protected":false},"excerpt":{"rendered":"<p>Les 3 cas pr\u00e9sent\u00e9s aux troph\u00e9es illustrent la diversit\u00e9 de champs d\u2019inspiration dans le processus d\u2019innovation\u00a0d\u2019iligo<\/p>","protected":false},"author":6,"featured_media":65510,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[201,663,400],"tags":[292,2745],"class_list":["post-65509","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","category-events","category-iligo","tag-innovation","tag-tei"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - 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