{"id":12643,"date":"2023-12-21T12:10:44","date_gmt":"2023-12-21T12:10:44","guid":{"rendered":"https:\/\/phd.bessis.fr\/?page_id=12643"},"modified":"2024-01-03T08:32:07","modified_gmt":"2024-01-03T08:32:07","slug":"les-4-grandes-familles-detudes","status":"publish","type":"page","link":"https:\/\/phd.bessis.fr\/index.php\/les-4-grandes-familles-detudes\/","title":{"rendered":"Les 4 grandes familles d&rsquo;\u00e9tudes"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"12643\" class=\"elementor elementor-12643\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a31cab3 e-flex e-con-boxed e-con e-parent\" data-id=\"a31cab3\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-0557ebb e-con-full e-flex e-con e-child\" data-id=\"0557ebb\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;full&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e2b42f7 elementor-widget elementor-widget-qi_addons_for_elementor_animated_text\" data-id=\"e2b42f7\" data-element_type=\"widget\" data-widget_type=\"qi_addons_for_elementor_animated_text.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"qodef-shortcode qodef-m  qodef-qi-animated-text qodef--animated-by-word qodef--alignment-center qodef-qi--has-appear qodef--appear-from-top\" >\n\t\t<h2 class=\"qodef-m-title\">\n\t\t<span class=\"qodef-e-word\">1<\/span> <span class=\"qodef-e-word\">-<\/span> <span class=\"qodef-e-word\">TESTER<\/span> <span class=\"qodef-e-word\">UNE<\/span> <span class=\"qodef-e-word\">OFFRE,<\/span> <span class=\"qodef-e-word\">INNOVER<\/span>\t<\/h2>\n<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0d2a234 elementor-widget-divider--view-line_icon elementor-view-default elementor-widget-divider--element-align-center elementor-widget elementor-widget-divider\" data-id=\"0d2a234\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.19.0 - 07-02-2024 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#0c0d0e;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 var(--divider-element-spacing);flex-shrink:0}.elementor-widget-divider .elementor-icon{font-size:var(--divider-icon-size)}.elementor-widget-divider .elementor-divider-separator{display:flex;margin:0;direction:ltr}.elementor-widget-divider--view-line_icon .elementor-divider-separator,.elementor-widget-divider--view-line_text .elementor-divider-separator{align-items:center}.elementor-widget-divider--view-line_icon .elementor-divider-separator:after,.elementor-widget-divider--view-line_icon .elementor-divider-separator:before,.elementor-widget-divider--view-line_text .elementor-divider-separator:after,.elementor-widget-divider--view-line_text .elementor-divider-separator:before{display:block;content:\"\";border-block-end:0;flex-grow:1;border-block-start:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--element-align-left .elementor-divider .elementor-divider-separator>.elementor-divider__svg:first-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-left .elementor-divider-separator:before{content:none}.elementor-widget-divider--element-align-left .elementor-divider__element{margin-left:0}.elementor-widget-divider--element-align-right .elementor-divider .elementor-divider-separator>.elementor-divider__svg:last-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-right .elementor-divider-separator:after{content:none}.elementor-widget-divider--element-align-right .elementor-divider__element{margin-right:0}.elementor-widget-divider--element-align-start .elementor-divider .elementor-divider-separator>.elementor-divider__svg:first-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-start .elementor-divider-separator:before{content:none}.elementor-widget-divider--element-align-start .elementor-divider__element{margin-inline-start:0}.elementor-widget-divider--element-align-end .elementor-divider .elementor-divider-separator>.elementor-divider__svg:last-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-end .elementor-divider-separator:after{content:none}.elementor-widget-divider--element-align-end .elementor-divider__element{margin-inline-end:0}.elementor-widget-divider:not(.elementor-widget-divider--view-line_text):not(.elementor-widget-divider--view-line_icon) .elementor-divider-separator{border-block-start:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--separator-type-pattern{--divider-border-style:none}.elementor-widget-divider--separator-type-pattern.elementor-widget-divider--view-line .elementor-divider-separator,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:after,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon elementor-divider__element\">\n\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-dot-circle\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119.033 8 8 119.033 8 256s111.033 248 248 248 248-111.033 248-248S392.967 8 256 8zm80 248c0 44.112-35.888 80-80 80s-80-35.888-80-80 35.888-80 80-80 80 35.888 80 80z\"><\/path><\/svg><\/div>\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9ffd782 elementor-widget elementor-widget-text-editor\" data-id=\"9ffd782\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.19.0 - 07-02-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>L\u2019innovation a toujours constitu\u00e9 le champ privil\u00e9gi\u00e9 des \u00e9tudes qualitatives et de nos interventions.\u00a0On dit parfois qu\u2019en marketing, le plus difficile c\u2019est l\u2019innovation, cela me semble juste.\u00a0Au c\u0153ur des \u00e9tudes li\u00e9es \u00e0 l\u2019innovation, l\u2019incontournable\u00a0<strong>test de concept<\/strong> vous aide \u00e0 explorer, adapter, renforcer et exalter vos innovations.<\/p><p>D\u00e9couvrez notre outil d\u00e9di\u00e9 : <strong>l&rsquo;atelier concept.<\/strong><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-956c520 elementor-widget elementor-widget-text-editor\" data-id=\"956c520\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>La palette des \u00e9udes li\u00e9es \u00e0 l\u2019innovation est large. Elle va de la g\u00e9n\u00e9ration de concepts, cf nos workshops cr\u00e9atifs d\u00e9crits plus bas, au test de tout \u00e9l\u00e9ment du mix ou de la communication en passant par l\u2019\u00e9tude de positionnement\u2026<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9156586 elementor-widget elementor-widget-image\" data-id=\"9156586\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.19.0 - 07-02-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/phd.bessis.fr\/wp-content\/uploads\/elementor\/thumbs\/bessis_etude_qualitative_france_televisions-qk6nnvoiqxgys16muajai9as7vpqedpqklmxi1t2vk.jpg\" title=\"bessis_etude_qualitative_france_televisions\" alt=\"bessis_etude_qualitative_france_televisions\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c0e8167 elementor-widget elementor-widget-qi_addons_for_elementor_button\" data-id=\"c0e8167\" data-element_type=\"widget\" data-widget_type=\"qi_addons_for_elementor_button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<a class=\"qodef-shortcode qodef-m  qodef-qi-button qodef-html--link qodef-layout--textual    qodef-icon--right qodef-hover--icon-move-horizontal-short   qodef-text-underline qodef-underline--left \" href=\"\" target=\"_self\">\n\t<span class=\"qodef-m-text\">Qu&#039;est-ce que l&#039;atelier concept ?<\/span>\n\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-cad0fad e-con-full e-flex e-con e-child\" data-id=\"cad0fad\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;full&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e187c00 elementor-widget elementor-widget-qi_addons_for_elementor_animated_text\" data-id=\"e187c00\" data-element_type=\"widget\" data-widget_type=\"qi_addons_for_elementor_animated_text.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"qodef-shortcode qodef-m  qodef-qi-animated-text qodef--animated-by-word qodef--alignment-center qodef-qi--has-appear qodef--appear-from-top\" >\n\t\t<h2 class=\"qodef-m-title\">\n\t\t<span class=\"qodef-e-word\">2<\/span> <span class=\"qodef-e-word\">-<\/span> <span class=\"qodef-e-word\">CHOISIR<\/span> <span class=\"qodef-e-word\">SON<\/span> <span class=\"qodef-e-word\">NOM<\/span>\t<\/h2>\n<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b272e70 elementor-widget-divider--view-line_icon elementor-view-default elementor-widget-divider--element-align-center elementor-widget elementor-widget-divider\" data-id=\"b272e70\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon elementor-divider__element\">\n\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-dot-circle\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119.033 8 8 119.033 8 256s111.033 248 248 248 248-111.033 248-248S392.967 8 256 8zm80 248c0 44.112-35.888 80-80 80s-80-35.888-80-80 35.888-80 80-80 80 35.888 80 80z\"><\/path><\/svg><\/div>\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-46caaac elementor-widget elementor-widget-text-editor\" data-id=\"46caaac\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Evaluer une palette de noms possibles pour un nouveau produit ou pour une entreprise.<\/p><p><strong>LE DIVAN DES NOMS : UNE EXPERTISE UNIQUE EN \u00c9VALUATION DE NOMS :\u00a0<\/strong><\/p><p>Bessis dispose d\u2019une exp\u00e9rience et de r\u00e9f\u00e9rences uniques en \u00e9valuation de noms que ceux-ci soient destin\u00e9s \u00e0 la France ou \u00e0 l\u2019international.\u00a0La plupart des approches d\u2019\u00e9valuation de noms excluent les noms cr\u00e9atifs au profit de noms descriptifs souvent banalis\u00e9s, faibles en impact et en potentiel \u00e9motionnel.\u00a0Notre approche met le nom au coeur du lancement et\u00a0donne r\u00e9ellement sa chance \u00e0 tout type de nom, descriptif ou cr\u00e9atif.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-00378f7 elementor-widget elementor-widget-image\" data-id=\"00378f7\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"400\" height=\"199\" src=\"https:\/\/phd.bessis.fr\/wp-content\/uploads\/2023\/12\/bandeau-divan.jpg\" class=\"attachment-full size-full wp-image-13073\" alt=\"\" srcset=\"https:\/\/phd.bessis.fr\/wp-content\/uploads\/2023\/12\/bandeau-divan.jpg 400w, https:\/\/phd.bessis.fr\/wp-content\/uploads\/2023\/12\/bandeau-divan-300x149.jpg 300w\" sizes=\"(max-width: 400px) 100vw, 400px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bf72417 elementor-widget elementor-widget-qi_addons_for_elementor_button\" data-id=\"bf72417\" data-element_type=\"widget\" data-widget_type=\"qi_addons_for_elementor_button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<a class=\"qodef-shortcode qodef-m  qodef-qi-button qodef-html--link qodef-layout--textual    qodef-icon--right qodef-hover--icon-move-horizontal-short   qodef-text-underline qodef-underline--left \" href=\"\" target=\"_self\">\n\t<span class=\"qodef-m-text\">Qu&#039;est-ce que le divan des noms ?<\/span>\n\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-d022f78 e-flex e-con-boxed e-con e-parent\" data-id=\"d022f78\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-ae55e8c e-con-full e-flex e-con e-child\" data-id=\"ae55e8c\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;full&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1559de1 elementor-widget elementor-widget-qi_addons_for_elementor_animated_text\" data-id=\"1559de1\" data-element_type=\"widget\" data-widget_type=\"qi_addons_for_elementor_animated_text.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"qodef-shortcode qodef-m  qodef-qi-animated-text qodef--animated-by-word qodef--alignment-center qodef-qi--has-appear qodef--appear-from-top\" >\n\t\t<h2 class=\"qodef-m-title\">\n\t\t<span class=\"qodef-e-word\">3<\/span> <span class=\"qodef-e-word\">-<\/span> <span class=\"qodef-e-word\">CHOISIR<\/span> <span class=\"qodef-e-word\">SON<\/span> <span class=\"qodef-e-word\">WORDING<\/span>\t<\/h2>\n<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e9229b1 elementor-widget-divider--view-line_icon elementor-view-default elementor-widget-divider--element-align-center elementor-widget elementor-widget-divider\" data-id=\"e9229b1\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon elementor-divider__element\">\n\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-dot-circle\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119.033 8 8 119.033 8 256s111.033 248 248 248 248-111.033 248-248S392.967 8 256 8zm80 248c0 44.112-35.888 80-80 80s-80-35.888-80-80 35.888-80 80-80 80 35.888 80 80z\"><\/path><\/svg><\/div>\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-850c1b4 elementor-widget elementor-widget-text-editor\" data-id=\"850c1b4\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Choisir la bonne <strong>baseline, le bon wording<\/strong> pour l\u2019offre en explorant une palette de possibles avec les clients potentiels.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e75efd1 elementor-widget elementor-widget-text-editor\" data-id=\"e75efd1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Vos besoins :<\/strong><\/p><ul><li>Identifier les vrais atouts diff\u00e9renciants (vad) d\u2019une offre<\/li><li>Choisir son ton<\/li><li>Faire \u00e9voluer un positionnement, une image<\/li><li>Choisir la baseline la plus attirante pour un produit ou une entreprise<\/li><li>Choisir le wording d\u2019une offre nouvelle ou existante<\/li><li>Enrichir le vocabulaire d\u2019une entreprise<\/li><li>R\u00e9diger le discours-produit, le storytelling.<\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ae9e162 elementor-widget elementor-widget-image\" data-id=\"ae9e162\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/phd.bessis.fr\/wp-content\/uploads\/elementor\/thumbs\/bessis-1966-creation_de_l_institut_pierre_bessis-qk6nnvoiqxgys16muajai9as7vpqedpqklmxi1t2vk.jpg\" title=\"bessis-1966-creation_de_l_institut_pierre_bessis\" alt=\"bessis-1966-creation_de_l_institut_pierre_bessis\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2badc95 elementor-widget elementor-widget-qi_addons_for_elementor_button\" data-id=\"2badc95\" data-element_type=\"widget\" data-widget_type=\"qi_addons_for_elementor_button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<a class=\"qodef-shortcode qodef-m  qodef-qi-button qodef-html--link qodef-layout--textual    qodef-icon--right qodef-hover--icon-move-horizontal-short   qodef-text-underline qodef-underline--left \" href=\"http:\/\/word\" target=\"_self\">\n\t<span class=\"qodef-m-text\">Le wording by Bessis <\/span>\n\t\t<span class=\"qodef-m-icon \">\n\t\t<span class=\"qodef-m-icon-inner\">\n\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-arrow-right\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M190.5 66.9l22.2-22.2c9.4-9.4 24.6-9.4 33.9 0L441 239c9.4 9.4 9.4 24.6 0 33.9L246.6 467.3c-9.4 9.4-24.6 9.4-33.9 0l-22.2-22.2c-9.5-9.5-9.3-25 .4-34.3L311.4 296H24c-13.3 0-24-10.7-24-24v-32c0-13.3 10.7-24 24-24h287.4L190.9 101.2c-9.8-9.3-10-24.8-.4-34.3z\"><\/path><\/svg>\t\t\t\t\t<\/span>\n\t<\/span>\n<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a784638 e-con-full e-flex e-con e-child\" data-id=\"a784638\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;full&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2a9b3dc elementor-widget elementor-widget-qi_addons_for_elementor_animated_text\" data-id=\"2a9b3dc\" data-element_type=\"widget\" data-widget_type=\"qi_addons_for_elementor_animated_text.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"qodef-shortcode qodef-m  qodef-qi-animated-text qodef--animated-by-word qodef--alignment-center qodef-qi--has-appear qodef--appear-from-top\" >\n\t\t<h2 class=\"qodef-m-title\">\n\t\t<span class=\"qodef-e-word\">4<\/span> <span class=\"qodef-e-word\">-<\/span> <span class=\"qodef-e-word\">ORIENTER<\/span> <span class=\"qodef-e-word\">UNE<\/span> <span class=\"qodef-e-word\">STRAT\u00c9GIE<\/span>\t<\/h2>\n<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f30a5d4 elementor-widget-divider--view-line_icon elementor-view-default elementor-widget-divider--element-align-center elementor-widget elementor-widget-divider\" data-id=\"f30a5d4\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon elementor-divider__element\">\n\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-dot-circle\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119.033 8 8 119.033 8 256s111.033 248 248 248 248-111.033 248-248S392.967 8 256 8zm80 248c0 44.112-35.888 80-80 80s-80-35.888-80-80 35.888-80 80-80 80 35.888 80 80z\"><\/path><\/svg><\/div>\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-628e76c elementor-widget elementor-widget-text-editor\" data-id=\"628e76c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p class=\"aos-init aos-animate fade-up\" data-aos=\"fade-up\">Dans cette famille, des \u00e9tudes de fond, strat\u00e9giques ou prospectives, qui se rapportent \u00e0 des\u00a0<strong>univers larges de produits ou de besoins<\/strong>\u00a0qu\u2019il s\u2019agit d\u2019investiguer sur le plan des v\u00e9cus, usages, attentes\u2026\u00a0Dans les ann\u00e9es 2000, une marque menait ce type d\u2019\u00e9tude tous les 7 ans environ, aujourd\u2019hui certains march\u00e9s changent si rapidement qu\u2019il faut reconduire l\u2019\u00e9tude tous les 3 ans.<\/p><p data-aos=\"fade-up\"><strong>Exemples d&rsquo;\u00e9tudes :<\/strong><\/p><ul><li>Exploration d\u2019un univers large de produits ou de besoins<\/li><li>Test de nouveaux sc\u00e9narios d\u2019offres<\/li><li>Fonds de marque<\/li><li>Screening de la satisfaction et des attentes clients<\/li><li>Orientation d\u2019une campagne de communication<\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7d960da elementor-widget elementor-widget-image\" data-id=\"7d960da\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/phd.bessis.fr\/wp-content\/uploads\/elementor\/thumbs\/bessis-naming-irresistible-2-2-qk6nnvoiqxgys16muajai9as7vpqedpqklmxi1t2vk.jpg\" title=\"bessis-naming-irresistible-2-2\" alt=\"bessis-naming-irresistible-2-2\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-10f2f2e elementor-widget elementor-widget-qi_addons_for_elementor_button\" data-id=\"10f2f2e\" data-element_type=\"widget\" data-widget_type=\"qi_addons_for_elementor_button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<a class=\"qodef-shortcode qodef-m  qodef-qi-button qodef-html--link qodef-layout--textual    qodef-icon--right qodef-hover--icon-move-horizontal-short   qodef-text-underline qodef-underline--left \" href=\"http:\/\/word\" target=\"_self\">\n\t<span class=\"qodef-m-text\">La strat\u00e9gie by Bessis <\/span>\n\t\t<span class=\"qodef-m-icon \">\n\t\t<span class=\"qodef-m-icon-inner\">\n\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-arrow-right\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M190.5 66.9l22.2-22.2c9.4-9.4 24.6-9.4 33.9 0L441 239c9.4 9.4 9.4 24.6 0 33.9L246.6 467.3c-9.4 9.4-24.6 9.4-33.9 0l-22.2-22.2c-9.5-9.5-9.3-25 .4-34.3L311.4 296H24c-13.3 0-24-10.7-24-24v-32c0-13.3 10.7-24 24-24h287.4L190.9 101.2c-9.8-9.3-10-24.8-.4-34.3z\"><\/path><\/svg>\t\t\t\t\t<\/span>\n\t<\/span>\n<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-c22206a e-flex e-con-boxed e-con e-parent\" data-id=\"c22206a\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f7a139b elementor-widget elementor-widget-qi_addons_for_elementor_section_title\" data-id=\"f7a139b\" data-element_type=\"widget\" data-widget_type=\"qi_addons_for_elementor_section_title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"qodef-shortcode qodef-m  qodef-qi-section-title  qodef-decoration--italic  qodef-link--underline-draw qodef-subtitle-icon--left\">\n\t\t\t\t<h5 class=\"qodef-m-subtitle\">\n\t\tLA PLATEFORME INNOVATION DE BESSIS\t\t\t<\/h5>\n\t\t\t<h2 class=\"qodef-m-title\">\n\t\tAREANOVA\t<\/h2>\n\t\t\t<div class=\"qodef-m-text\"><p><strong>Le 1er package-innovation qui int\u00e8gre le trio\u00a0: concept -nom-wording<\/strong><\/p><\/div>\n\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ba6512c elementor-invisible elementor-widget elementor-widget-thorsten_core_icon_list_item\" data-id=\"ba6512c\" data-element_type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeInLeft&quot;}\" data-widget_type=\"thorsten_core_icon_list_item.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"qodef-icon-list-item qodef-icon--icon-pack\" >\n\t<p class=\"qodef-e-title\" style=\"color: #FFFFFF\">\n\t\t\t\t\t<span class=\"qodef-e-title-inner\">\n\t\t\t\t<span class=\"qodef-shortcode qodef-m  qodef-icon-holder  qodef-layout--normal\"  >\t\t\t<span class=\"qodef-icon-dripicons dripicons-arrow-right qodef-icon qodef-e\" style=\"color: #FFFFFF;font-size: 25px\" ><\/span>\t<\/span>\t\t\t\t<span class=\"qodef-e-title-text\">Parce que ces 3 dimensions sont li\u00e9es.<\/span>\n\t\t\t<\/span>\n\t\t\t<\/p>\n<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6ddcafc elementor-invisible elementor-widget elementor-widget-thorsten_core_icon_list_item\" data-id=\"6ddcafc\" data-element_type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeInLeft&quot;}\" data-widget_type=\"thorsten_core_icon_list_item.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"qodef-icon-list-item qodef-icon--icon-pack\" >\n\t<p class=\"qodef-e-title\" style=\"color: #FFFFFF\">\n\t\t\t\t\t<span class=\"qodef-e-title-inner\">\n\t\t\t\t<span class=\"qodef-shortcode qodef-m  qodef-icon-holder  qodef-layout--normal\"  >\t\t\t<span class=\"qodef-icon-dripicons dripicons-arrow-right qodef-icon qodef-e\" style=\"color: #FFFFFF;font-size: 25px\" ><\/span>\t<\/span>\t\t\t\t<span class=\"qodef-e-title-text\">Parce qu\u2019un bon concept r\u00e9clame un bon nom et un bon wording que Bessis peut cr\u00e9er et valider pour vous.<\/span>\n\t\t\t<\/span>\n\t\t\t<\/p>\n<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-61d1f5e elementor-invisible elementor-widget elementor-widget-thorsten_core_icon_list_item\" data-id=\"61d1f5e\" data-element_type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeInLeft&quot;}\" data-widget_type=\"thorsten_core_icon_list_item.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"qodef-icon-list-item qodef-icon--icon-pack\" >\n\t<p class=\"qodef-e-title\" style=\"color: #FFFFFF\">\n\t\t\t\t\t<span class=\"qodef-e-title-inner\">\n\t\t\t\t<span class=\"qodef-shortcode qodef-m  qodef-icon-holder  qodef-layout--normal\"  >\t\t\t<span class=\"qodef-icon-dripicons dripicons-arrow-right qodef-icon qodef-e\" style=\"color: #FFFFFF;font-size: 25px\" ><\/span>\t<\/span>\t\t\t\t<span class=\"qodef-e-title-text\">Parce que brieffer vos agences de design et de communication en leur donnant d\u2019embl\u00e9e ces 3 \u00e9l\u00e9ments est un facteur-cl\u00e9 de succ\u00e8s pour votre lancement.<\/span>\n\t\t\t<\/span>\n\t\t\t<\/p>\n<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-f6cde44 e-flex e-con-boxed e-con e-parent\" data-id=\"f6cde44\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-4cdaf73 e-con-full e-flex e-con e-child\" data-id=\"4cdaf73\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;full&quot;}\">\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-dd9c74c e-con-full e-flex e-con e-child\" data-id=\"dd9c74c\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;full&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8b0fa8d elementor-widget elementor-widget-qi_addons_for_elementor_button\" data-id=\"8b0fa8d\" data-element_type=\"widget\" data-widget_type=\"qi_addons_for_elementor_button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<a class=\"qodef-shortcode qodef-m  qodef-qi-button qodef-html--link qodef-layout--textual    qodef-icon--right qodef-hover--icon-move-horizontal-short   qodef-text-underline qodef-underline--left \" href=\"\" target=\"_self\">\n\t<span class=\"qodef-m-text\">D\u00e9couvrez nos quatre grands types d&#039;\u00e9tudes<\/span>\n\t\t<span class=\"qodef-m-icon \">\n\t\t<span class=\"qodef-m-icon-inner\">\n\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-arrow-right\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M190.5 66.9l22.2-22.2c9.4-9.4 24.6-9.4 33.9 0L441 239c9.4 9.4 9.4 24.6 0 33.9L246.6 467.3c-9.4 9.4-24.6 9.4-33.9 0l-22.2-22.2c-9.5-9.5-9.3-25 .4-34.3L311.4 296H24c-13.3 0-24-10.7-24-24v-32c0-13.3 10.7-24 24-24h287.4L190.9 101.2c-9.8-9.3-10-24.8-.4-34.3z\"><\/path><\/svg>\t\t\t\t\t<\/span>\n\t<\/span>\n<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-c0ee40a e-con-full e-flex e-con e-child\" data-id=\"c0ee40a\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;full&quot;}\">\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>1 &#8211; TESTER UNE OFFRE, INNOVER L\u2019innovation a toujours constitu\u00e9 le champ privil\u00e9gi\u00e9 des \u00e9tudes qualitatives et de nos interventions.\u00a0On dit parfois qu\u2019en marketing, le plus difficile c\u2019est l\u2019innovation, cela me semble juste.\u00a0Au c\u0153ur des \u00e9tudes li\u00e9es \u00e0 l\u2019innovation, l\u2019incontournable\u00a0test de concept vous aide \u00e0 explorer, adapter, renforcer et exalter vos innovations. D\u00e9couvrez notre outil [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"_links":{"self":[{"href":"https:\/\/phd.bessis.fr\/index.php\/wp-json\/wp\/v2\/pages\/12643"}],"collection":[{"href":"https:\/\/phd.bessis.fr\/index.php\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/phd.bessis.fr\/index.php\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/phd.bessis.fr\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/phd.bessis.fr\/index.php\/wp-json\/wp\/v2\/comments?post=12643"}],"version-history":[{"count":0,"href":"https:\/\/phd.bessis.fr\/index.php\/wp-json\/wp\/v2\/pages\/12643\/revisions"}],"wp:attachment":[{"href":"https:\/\/phd.bessis.fr\/index.php\/wp-json\/wp\/v2\/media?parent=12643"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}