{"id":25165,"date":"2016-10-12T08:52:25","date_gmt":"2016-10-12T08:52:25","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25165"},"modified":"2016-10-12T08:52:25","modified_gmt":"2016-10-12T08:52:25","slug":"innovation-entre-raison-intuition","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/innovation-entre-raison-intuition\/","title":{"rendered":"Innovation, entre raison et intuition."},"content":{"rendered":"<p>Le <em>Design <\/em><em>thinking<\/em> est tr\u00e8s \u00ab\u00a0tendance\u00a0\u00bb aujourd\u2019hui, d\u00e9marche d\u2019innovation que Wikip\u00e9dia pr\u00e9sente comme une \u00ab\u00a0synth\u00e8se entre la pens\u00e9e analytique et la pens\u00e9e intuitive\u00a0\u00bb &#8211; m\u00eame si elle date d\u2019une bonne trentaine d\u2019ann\u00e9es.<\/p>\n<p>D\u2019autres techniques ont connu leur heure de gloire auparavant \u2013 et donnent toujours de tr\u00e8s bons r\u00e9sultats \u2013 comme le <em>Creative Problem Solving<\/em>, tr\u00e8s utilis\u00e9 \u00e9galement par les instituts en mati\u00e8re d\u2019innovation\u00a0; chaque \u00e9tape du processus se compose d\u2019une phase de divergence, suivie d\u2019une phase de convergence\u00a0: on g\u00e9n\u00e8re des id\u00e9es sans freins, puis on trie.<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/10\/08-Taichung-54-Stock-20.jpg\"><img data-attachment-id=\"25166\" data-permalink=\"https:\/\/consumerinsight.eu\/marketingisdead\/innovation-entre-raison-intuition\/08-taichung-54-stock-20\/\" data-orig-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/10\/08-Taichung-54-Stock-20.jpg?fit=448%2C299&amp;ssl=1\" data-orig-size=\"448,299\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;3.3&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;DMC-FZ1000&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;1470280729&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;18.17&quot;,&quot;iso&quot;:&quot;1600&quot;,&quot;shutter_speed&quot;:&quot;0.016666666666667&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;1&quot;}\" data-image-title=\"08-taichung-54-stock-20\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/10\/08-Taichung-54-Stock-20.jpg?fit=300%2C200&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/10\/08-Taichung-54-Stock-20.jpg?fit=448%2C299&amp;ssl=1\" loading=\"lazy\" class=\"size-medium wp-image-25166 alignleft\" src=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/10\/08-Taichung-54-Stock-20.jpg?resize=300%2C200\" alt=\"08-taichung-54-stock-20\" width=\"300\" height=\"200\" srcset=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/10\/08-Taichung-54-Stock-20.jpg?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/10\/08-Taichung-54-Stock-20.jpg?w=448&amp;ssl=1 448w\" sizes=\"(max-width: 300px) 100vw, 300px\" data-recalc-dims=\"1\" \/><\/a>Les deux approches pr\u00e9sentent l\u2019int\u00e9r\u00eat de faire fonctionner nos deux cerveaux, gauche et droit\u00a0; ou plus simplement de s\u2019appuyer \u2013 m\u00eame si elles ne s\u2019y r\u00e9f\u00e8rent pas \u2013 sur les th\u00e8ses d\u00e9fendues par Damasio dans l\u2019<em>Erreur de Descartes<\/em>\u00a0: raison et \u00e9motions cohabitent \u00e9troitement au sein du lobe frontal.<\/p>\n<p>Toute d\u00e9marche d\u2019innovation doit lier intuition et r\u00e9alit\u00e9, d\u2019o\u00f9 de nombreux allers et retours entre les divers acteurs participant au processus \u2013 et plus particuli\u00e8rement le marketing (= la voie du consommateur) et les ing\u00e9nieurs.<\/p>\n<p>Chez Thomson Multim\u00e9dia, nous confrontions syst\u00e9matiquement leurs id\u00e9es aux attentes des utilisateurs potentiels\u00a0; puis les souhaits de ces derniers aux briques technologiques existantes\u00a0: double confrontation des intuitions aux r\u00e9alit\u00e9s, partant de l\u2019offre dans un cas, et de la demande dans l\u2019autre.<\/p>\n<p>Bien s\u00fbr, un tel process boucle sans cesse, jusqu\u2019\u00e0 l\u2019alchimie prenne.<\/p>\n<p>Chaque entreprise adaptera la d\u00e9marche \u00e0 son \u00e9cosyst\u00e8me, tant interne qu\u2019externe\u00a0; deux principes fondamentaux demeurent\u00a0:<\/p>\n<ul>\n<li>Pas d\u2019innovation r\u00e9ussie fond\u00e9e sur la seule intuition ou la seule raison\u00a0;<\/li>\n<li>Toute dialectique intuition versus raison nait de la confrontation entre individus\u00a0: l\u2019innovation ne constitue pas un process solitaire.<\/li>\n<\/ul>\n<p>C\u2019est pourquoi on ne saurait laisser la totale maitrise de l\u2019innovation aux seuls ing\u00e9nieurs \u2026 ou aux seuls marketers.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le Design thinking est tr\u00e8s \u00ab\u00a0tendance\u00a0\u00bb aujourd\u2019hui, d\u00e9marche d\u2019innovation que Wikip\u00e9dia pr\u00e9sente comme une \u00ab\u00a0synth\u00e8se entre la pens\u00e9e analytique et la pens\u00e9e intuitive\u00a0\u00bb &#8211; m\u00eame si elle date d\u2019une bonne trentaine d\u2019ann\u00e9es. D\u2019autres techniques ont connu leur heure de gloire auparavant \u2013 et donnent toujours&#8230;<\/p>\n","protected":false},"author":2,"featured_media":25166,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[143],"tags":[198,197,177,200,199],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Innovation, entre raison et intuition. - 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\/innovation-entre-raison-intuition\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Innovation, entre raison et intuition. - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Le Design thinking est tr\u00e8s \u00ab\u00a0tendance\u00a0\u00bb aujourd\u2019hui, d\u00e9marche d\u2019innovation que Wikip\u00e9dia pr\u00e9sente comme une \u00ab\u00a0synth\u00e8se entre la pens\u00e9e analytique et la pens\u00e9e intuitive\u00a0\u00bb &#8211; m\u00eame si elle date d\u2019une bonne trentaine d\u2019ann\u00e9es. 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Pour innover aujourd\u2019hui, il n\u2019est plus possible de partir d\u2019un cahier des charges dict\u00e9 par un service marketing\u2026","rel":"","context":"Dans &quot;Livres&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/11\/Ponthou.jpg?fit=287%2C286&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25128,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/avez-dit-principe-dinnovation\/","url_meta":{"origin":25165,"position":1},"title":"Vous avez dit : principe d\u2019innovation ?","date":"20 septembre 2016","format":"gallery","excerpt":"Dans son dernier bulletin, l\u2019ilec traite de l\u2019innovation, et plus particuli\u00e8rement de l\u2019article du projet de loi \u00ab Sapin II \u00bb portant sur le principe d\u2019innovation. 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Plut\u00f4t en g\u00e9n\u00e9ral, par la capacit\u00e9 \u00e0 r\u00e9sister \u00e0 la course \u00e0 l\u2019innovation \u00e0 tout\u2026","rel":"","context":"Dans &quot;Entretiens&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/10\/01-Colombo-47-Sri-Ponnambala-Vanesvara.jpg?fit=1024%2C683&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25401,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/on-a-marche-lune\/","url_meta":{"origin":25165,"position":4},"title":"On a march\u00e9 sur la lune","date":"23 mai 2017","format":"gallery","excerpt":"Le secteur de l\u2019assurance n\u2019est certainement pas un des plus dynamiques en termes d\u2019innovation\u00a0; raison de plus de saluer l\u2019arriv\u00e9e de Moonshot-Internet, que viennent de lancer Alexandre Rispal et Emilien Matte. MarketingIsDead\u00a0: Alexandre et Emilien, vous venez de lancer Moonshot-Internet, une compagnie d\u2019assurance d\u2019un nouveau genre \u2026 Alexandre et Emilien\u00a0:\u2026","rel":"","context":"Dans &quot;Interviews 2.0&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/05\/Moonshot.jpg?fit=640%2C448&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26823,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/et-si-le-marketing-se-reinventait-par-valerie-brisac\/","url_meta":{"origin":25165,"position":5},"title":"Et si le marketing se r\u00e9inventait, par Val\u00e9rie Brisac","date":"10 septembre 2024","format":"gallery","excerpt":"Val\u00e9rie Brisac, Directrice g\u00e9n\u00e9rale de la Communaut\u00e9 des Entreprises \u00e0 Mission, interviendra le 17 Octobre 2024 lors de la matin\u00e9e du Comit\u00e9 Scientifique de l\u2019Adetem\u00a0: Le dernier d\u00e9fi du marketing : r\u00e9former l\u2019entreprise\u00a0! 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