{"id":24760,"date":"2014-05-12T05:46:00","date_gmt":"2014-05-12T05:46:00","guid":{"rendered":"http:\/\/marketingisdead.blogspirit.com\/archive\/2014\/05\/12\/caricatures-3004788.html"},"modified":"2014-05-12T05:46:00","modified_gmt":"2014-05-12T05:46:00","slug":"caricatures","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/caricatures\/","title":{"rendered":"Caricatures"},"content":{"rendered":"

L\u2019affiche de la CGT souligne parfaitement l\u2019incompr\u00e9hension entre (certains) employeurs (enfin, disons le fiston \u00e0 Yvon) et leurs salari\u00e9s : elle montre aussi qu\u2019en posant de mauvaises questions on ne peut pas vraiment obtenir de bonnes r\u00e9ponses.<\/span><\/p>\n

\"IMAG0575.jpg\"<\/span><\/p>\n

On pourrait esp\u00e9rer que les instituts d\u2019\u00e9tudes de march\u00e9, eux, posent toujours les bonnes questions : manque de chance, il en est certains pour mettre syst\u00e9matiquement les interview\u00e9s dans une position o\u00f9 il leur est impossible de r\u00e9pondre.<\/span><\/p>\n

Heureusement, le cas est rare ; h\u00e9las, il frappe le plus souvent \u2026 les sondages publi\u00e9s, ce qui d\u00e9cr\u00e9dibilise l\u2019ensemble de la profession. Certainement les journalistes ont-ils besoin de r\u00e9sultats remarquables, voire sensationnels, abrupts : mais ne serait-ce pas \u00e0 leurs conseils de leur proposer les bonnes questions, les bonnes formulations ?<\/span><\/p>\n

En t\u00e9moigne ce sondage de Viavoice publi\u00e9 dans Lib\u00e9ration du 5 Mai dernier : \u00ab Selon vous, l\u2019Union europ\u00e9enne est surtout sur le plan \u00e9conomique, un atout \u00e9conomique ou une contrainte \u00e9conomique pour la France ? \u00bb<\/em><\/span><\/p>\n

\"Viavoice.jpg\"<\/span><\/p>\n

Question stupide car l\u2019alternative biaise la question : pour moi, et je ne pense pas \u00eatre un cas totalement isol\u00e9, l\u2019Union europ\u00e9enne est \u00e0 la fois un atout et<\/strong> une contrainte \u00e9conomiques !<\/span><\/p>\n

En obligeant les r\u00e9pondants \u00e0 se positionner, on les oblige \u00e0 changer de posture, et passer de la r\u00e9flexion \u00e9conomique \u00e0 la position politique partisane : les 58% de r\u00e9ponses n\u00e9gatives ne refl\u00e8tent pas une r\u00e9elle r\u00e9flexion sur l\u2019Europe, juste un \u00ab j\u2019aime \/ je n\u2019aime pas \u00bb.<\/span><\/p>\n

Car la vraie mesure serait de savoir \u00e9galement<\/span> combien de Fran\u00e7ais consid\u00e8rent que l\u2019UE constitue un atout tout en \u00e9tant<\/span> une contrainte, puis de creuser : comment par exemple transformer les contraintes en atout, ou les lever pour dynamiser les atouts, etc.<\/span><\/p>\n

Mais il est clair que la caricature fait mieux vendre que l\u2019analyse !<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

L\u2019affiche de la CGT souligne parfaitement l\u2019incompr\u00e9hension entre (certains) employeurs (enfin, disons le fiston \u00e0 Yvon) et leurs salari\u00e9s : elle montre aussi qu\u2019en posant de mauvaises questions on ne peut pas vraiment obtenir de bonnes r\u00e9ponses. On pourrait esp\u00e9rer que les instituts d\u2019\u00e9tudes de march\u00e9,…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[148],"tags":[],"yoast_head":"\nCaricatures - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/consumerinsight.eu\/marketingisdead\/caricatures\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Caricatures - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"L\u2019affiche de la CGT souligne parfaitement l\u2019incompr\u00e9hension entre (certains) employeurs (enfin, disons le fiston \u00e0 Yvon) et leurs salari\u00e9s : elle montre aussi qu\u2019en posant de mauvaises questions on ne peut pas vraiment obtenir de bonnes r\u00e9ponses. 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Et les grands perdants sont \u2026 les marques\u00a0! Face \u00e0 une telle situation, bon nombre de consommateurs font d\u00e9velopper des r\u00e9actions d\u2019adaptation, voire de survie\u00a0: comment pr\u00e9server \u2013 ou\u2026","rel":"","context":"Dans "Demain l\u2019assurance"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2020\/01\/LB.jpg?fit=435%2C372&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25013,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/wizzas-lassurance-entre-enfin-dan-s\/","url_meta":{"origin":24760,"position":1},"title":"Avec Wizzas, l’assurance entre enfin dans consommation collaborative","date":"25 avril 2016","format":false,"excerpt":"La consommation collaborative arriverait-elle enfin dans l\u2019assurance en France ? Rencontre avec Thierry Delcupe, le fondateur de Wizzas. 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