{"id":25214,"date":"2016-11-11T10:22:59","date_gmt":"2016-11-11T10:22:59","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25214"},"modified":"2016-11-11T10:22:59","modified_gmt":"2016-11-11T10:22:59","slug":"florence-hussenot-100-pages-ca-suffit","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/florence-hussenot-100-pages-ca-suffit\/","title":{"rendered":"Florence Hussenot\u00a0: 100 pages, \u00e7a suffit !"},"content":{"rendered":"<p>Mon amie <strong>Florence Hussenot<\/strong>, Fondatrice et dirigeante d\u2019<a href=\"http:\/\/adwise-research.com\/fr\/\">Adwise<\/a>, a r\u00e9pondu \u00e0 quelques questions sur le march\u00e9 des \u00e9tudes dans <a href=\"http:\/\/consumerinsight.eu\/marketingisdead\/marketing-100-pages-ca-suffit\/\">Marketing\u00a0: 100 pages, \u00e7a suffit\u00a0!\u00a0<\/a><\/p>\n<p><strong>MarketingIsDead :<\/strong><em> Comment voyez-vous l\u2019\u00e9volution du m\u00e9tier des \u00e9tudes\u00a0?<\/em><\/p>\n<p><strong>Florence Hussenot\u00a0:<\/strong> La capacit\u00e9 \u00e0 se transformer dans un monde ultra r\u00e9actif, changeant, o\u00f9 le client final est roi, est la cl\u00e9 de la r\u00e9ussite de l&rsquo;entreprise. Kodak n&rsquo;a pas su se transformer, IBM l&rsquo;a fait. Or dans le m\u00eame temps, les \u00ab\u00a0activateurs\u00a0\u00bb du changement \u2013 i.e. les partenaires strat\u00e9giques comme les instituts d\u2019\u00e9tudes \u2013 sont boud\u00e9s par les directions g\u00e9n\u00e9rales qui leur pr\u00e9f\u00e8rent des consultants g\u00e9n\u00e9ralistes.<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/11\/Florence-3.jpg\"><img data-attachment-id=\"25215\" data-permalink=\"https:\/\/consumerinsight.eu\/marketingisdead\/florence-hussenot-100-pages-ca-suffit\/florence-3\/\" data-orig-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/11\/Florence-3.jpg?fit=800%2C533&amp;ssl=1\" data-orig-size=\"800,533\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"florence-3\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/11\/Florence-3.jpg?fit=300%2C200&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/11\/Florence-3.jpg?fit=800%2C533&amp;ssl=1\" loading=\"lazy\" class=\"size-medium wp-image-25215 alignleft\" src=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/11\/Florence-3.jpg?resize=300%2C200\" alt=\"florence-3\" width=\"300\" height=\"200\" srcset=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/11\/Florence-3.jpg?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/11\/Florence-3.jpg?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/11\/Florence-3.jpg?resize=600%2C400&amp;ssl=1 600w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/11\/Florence-3.jpg?w=800&amp;ssl=1 800w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/11\/Florence-3.jpg?resize=700%2C466&amp;ssl=1 700w\" sizes=\"(max-width: 300px) 100vw, 300px\" data-recalc-dims=\"1\" \/><\/a>Pourtant, la r\u00e9ussite de cette transformation s\u2019appuie, en partie, sur des partenaires \u00e9tudes, d\u00e9tenteurs de la connaissance consommateur, capables d\u2019accompagner leur leadership innovant. Le m\u00e9tier des \u00e9tudes doit donc reconqu\u00e9rir le c\u0153ur et la raison des Directions G\u00e9n\u00e9rales.<\/p>\n<p><strong>MarketingIsDead :<\/strong><em> Comment concr\u00e8tement accompagner les annonceurs\u00a0? <\/em><\/p>\n<p><strong>Florence Hussenot<\/strong> Il me para\u00eet cl\u00e9 aujourd\u2019hui de mettre en \u0153uvre 3 savoir-faire\u00a0:<\/p>\n<ul>\n<li>En premier lieu, il faut des protocoles d\u2019\u00e9tudes qui permettent d\u2019avoir des r\u00e9ponses claires et rapides. Assister \u00e0 des groupes n\u2019est utile que si les r\u00e9ponses apport\u00e9es sont \u00e9videntes. Et pour cela, il est n\u00e9cessaire de choisir un mode d\u2019animation qui conduise sans ambigu\u00eft\u00e9 \u00e0 des r\u00e9ponses objectives.<\/li>\n<li>En lien avec ce point, il faut r\u00e9ussir de plus en plus \u00e0 d\u00e9passer le registre du discours pour mettre les consommateurs en situation r\u00e9elle. Nous recommandons de plus en plus l\u2019usage de techniques li\u00e9es \u00e0 la psychologie b\u00e9havioriste, qui permet de confronter plut\u00f4t que d&rsquo;\u00e9couter le consommateur, d\u2019observer plut\u00f4t que \u00ab\u00a0gober\u00a0\u00bb ce qu\u2019il nous raconte. Les possibilit\u00e9s sont multiples\u00a0; et il est n\u00e9cessaire de coupler approches digitales et observations.<\/li>\n<li>Enfin, les \u00e9tudes de demain doivent \u00ab\u00a0savoir restituer\u00a0\u00bb, et apporter des paillettes dans le monde du Verbe. Certes ce n\u2019est que de la forme, mais la n\u00e9cessit\u00e9 de convaincre en interne reste un enjeu important pour des directions d\u2019\u00e9tudes. Savoir parler avec des images, des logiciels de visualisation sexy tout en allant droit au but, permettre de partager l\u2019information au plus haut niveau. Ce n\u2019est pas parce que l\u2019on parle de logiques de consommateurs qu\u2019il faut \u00eatre verbeux et ennuyeux en termes de forme. La culture de la consommation est non seulement trop importante pour l\u2019entreprise pour \u00eatre rel\u00e9gu\u00e9e, mais elle doit aussi \u00eatre largement partag\u00e9e chez nos clients pour r\u00e9ussir \u00e0 d\u00e9livrer des r\u00e9sultats. La force d\u2019un collectif interne mobilis\u00e9 autour d\u2019une probl\u00e9matique est une condition n\u00e9cessaire au changement.\u00a0 Et c\u2019est aussi le r\u00f4le des \u00e9tudes.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Mon amie Florence Hussenot, Fondatrice et dirigeante d\u2019Adwise, a r\u00e9pondu \u00e0 quelques questions sur le march\u00e9 des \u00e9tudes dans Marketing\u00a0: 100 pages, \u00e7a suffit\u00a0!\u00a0 MarketingIsDead : Comment voyez-vous l\u2019\u00e9volution du m\u00e9tier des \u00e9tudes\u00a0? Florence Hussenot\u00a0: La capacit\u00e9 \u00e0 se transformer dans un monde ultra r\u00e9actif,&#8230;<\/p>\n","protected":false},"author":2,"featured_media":25215,"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":[151],"tags":[196,215,216,161],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Florence Hussenot\u00a0: 100 pages, \u00e7a suffit ! - 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\/florence-hussenot-100-pages-ca-suffit\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Florence Hussenot\u00a0: 100 pages, \u00e7a suffit ! - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Mon amie Florence Hussenot, Fondatrice et dirigeante d\u2019Adwise, a r\u00e9pondu \u00e0 quelques questions sur le march\u00e9 des \u00e9tudes dans Marketing\u00a0: 100 pages, \u00e7a suffit\u00a0!\u00a0 MarketingIsDead : Comment voyez-vous l\u2019\u00e9volution du m\u00e9tier des \u00e9tudes\u00a0? 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Oui,\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\/Pierre-Volle.jpg?fit=842%2C562&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25160,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/marketing-100-pages-ca-suffit\/","url_meta":{"origin":25214,"position":2},"title":"Marketing : 100 pages, \u00e7a suffit !","date":"6 octobre 2016","format":"gallery","excerpt":"Avant la triple r\u00e9volution du Web et l\u2019empowerment des consommateurs, puis du Web 2.0 et des m\u00e9dias sociaux, et enfin de la consommation collaborative et de l\u2019\u00e9conomie circulaire, les \u00ab\u00a0bibles\u00a0\u00bb des th\u00e9oriciens du marketing atteignaient les 700 \u00e0 800 pages\u00a0: imaginez leur pagination s\u2019ils tenaient d\u00e9sormais compte des modifications soci\u00e9tales\u2026","rel":"","context":"Dans &quot;Livres&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/10\/marketing-100-pages-ca-suffit-.jpg?fit=726%2C750&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25301,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/herve-pepin-100-pages-ca-suffit\/","url_meta":{"origin":25214,"position":3},"title":"Herv\u00e9 P\u00e9pin\u00a0: 100 pages, \u00e7a suffit !","date":"3 janvier 2017","format":"gallery","excerpt":"Mon ami Herv\u00e9 P\u00e9pin, Directeur associ\u00e9 & Digital strat\u00e9giste de Nexize, recense les 7 piliers de la r\u00e9ussite du marketing collaboratif\u00a0dans Marketing : 100 pages, \u00e7a suffit ! 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Cooper en 1998, les Personas sont maintenant de plus en plus utilis\u00e9s dans les domaines du marketing et du\u2026","rel":"","context":"Dans &quot;Livres&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/12\/Sophie-Callies.jpg?fit=653%2C435&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25223,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/alain-beauvieux-100-pages-ca-suffit\/","url_meta":{"origin":25214,"position":5},"title":"Alain Beauvieux\u00a0: 100 pages, \u00e7a suffit !","date":"21 novembre 2016","format":"gallery","excerpt":"Mon ami Alain Beauvieux, Fondateur et ancien CEO d\u2019AMI Software, exprime son avis d\u2019expert sur le march\u00e9 de la Business Intelligence dans Marketing : 100 pages, \u00e7a suffit ! Donn\u00e9es externes\u00a0: le nouvel enjeu des entreprises\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 1.0, 2.0, 3.0\u00a0: \u00e0 d\u00e9faut d\u2019\u00eatre s\u00e9mantique, le Web a consid\u00e9rablement modifi\u00e9 l\u2019acc\u00e8s \u00e0\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\/ami-software-alain-beauvieux.jpg?fit=413%2C363&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25214"}],"collection":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/comments?post=25214"}],"version-history":[{"count":2,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25214\/revisions"}],"predecessor-version":[{"id":25217,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25214\/revisions\/25217"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media\/25215"}],"wp:attachment":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=25214"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=25214"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=25214"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}