{"id":82502,"date":"2025-12-17T14:50:54","date_gmt":"2025-12-17T13:50:54","guid":{"rendered":"https:\/\/www.iligo.fr\/?p=82502"},"modified":"2026-02-18T10:20:11","modified_gmt":"2026-02-18T09:20:11","slug":"tribune-comprendre-lattention-pour-mieux-declencher-laction","status":"publish","type":"post","link":"https:\/\/www.iligo.fr\/en\/tribune-comprendre-lattention-pour-mieux-declencher-laction\/","title":{"rendered":"Tribune &#8211; Comprendre l\u2019attention"},"content":{"rendered":"<p>Dans un environnement satur\u00e9 de messages, capter l\u2019attention est devenu un enjeu strat\u00e9gique majeur pour les marques. Mais observer ce que les consommateurs regardent ne suffit pas : encore faut-il comprendre ce qu\u2019ils per\u00e7oivent, retiennent et en retirent.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Dans une tribune publi\u00e9e par The Media Leader, C\u00e9line Pasquier, Directrice associ\u00e9e chez iligo,<\/strong> revient sur l\u2019apport d\u00e9cisif de l\u2019Eye Tracking hybrid\u00e9 \u00e0 des mesures d\u00e9claratives. En croisant donn\u00e9es d\u2019attention visuelle et verbalisation des individus, il devient possible de relier attention, compr\u00e9hension et d\u00e9cision d\u2019agir, v\u00e9ritable indicateur de performance des exp\u00e9riences de marque.<\/p>\n<p>&nbsp;<\/p>\n<p>Qu\u2019il s\u2019agisse de communication, de retail, de parcours digitaux ou d\u2019espaces physiques, cette approche met en lumi\u00e8re des comportements souvent inconscients : messages cl\u00e9s non per\u00e7us, parcours mal compris, call-to-action vus trop tard\u2026<\/p>\n<p>Autant d\u2019enseignements pr\u00e9cieux pour optimiser l\u2019impact d\u00e8s les trois premi\u00e8res secondes, d\u00e9terminantes pour exister aux yeux des consommateurs.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Pour lire la tribune compl\u00e8te sur The Media Leader<\/strong> :<a href=\"https:\/\/fr.themedialeader.com\/pourquoi-les-mesures-eye-tracking-doivent-etre-couplees-avec-des-mesures-declaratives-dans-les-etudes-marketing-2\/\"> https:\/\/fr.themedialeader.com\/pourquoi-les-mesures-eye-tracking-doivent-etre-couplees-avec-des-mesures-declaratives-dans-les-etudes-marketing-2\/<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Dans un environnement satur\u00e9 de messages, capter l\u2019attention est devenu un enjeu strat\u00e9gique majeur pour les marques. Mais observer ce que les consommateurs regardent ne suffit pas : encore faut-il comprendre ce qu\u2019ils per\u00e7oivent, retiennent [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":82508,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[201,316,663],"tags":[],"class_list":["post-82502","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","category-etudes","category-events"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>iligo - Research Agency | Tribune - Comprendre l\u2019attention<\/title>\n<meta name=\"description\" content=\"Dans un environnement satur\u00e9 de messages, capter l\u2019attention est devenu un enjeu strat\u00e9gique majeur pour les marques. 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