{"id":1151,"date":"2016-02-23T16:28:00","date_gmt":"2016-02-23T20:28:00","guid":{"rendered":"https:\/\/www.adhoc-recherche.com\/?p=1151"},"modified":"2022-05-24T16:28:21","modified_gmt":"2022-05-24T20:28:21","slug":"lempathie-comme-point-de-depart-de-linnovation","status":"publish","type":"post","link":"https:\/\/www.adhoc-recherche.com\/en\/lempathie-comme-point-de-depart-de-linnovation\/","title":{"rendered":"L’EMPATHIE COMME POINT DE D\u00c9PART DE L’INNOVATION"},"content":{"rendered":"

Qu\u2019ont en commun les mod\u00e8les d\u2019affaires d\u2019iTunes<\/em>,\u00a0Nespresso<\/em>\u00a0and\u00a0Netflix<\/em>, pour ne citer que ceux-l\u00e0? Ce sont des innovations majeures, adopt\u00e9es par des millions de consommateurs \u00e0 travers le monde, qui ont radicalement transform\u00e9 des industries. Ces succ\u00e8s plan\u00e9taires ont su capitaliser sur une compr\u00e9hension profonde du consommateur sur les trois aspects\u00a0suivants :<\/p>\n\n\n\n

  1. Ses besoins <\/strong>: ils ont bien compris les t\u00e2ches (\u00ab jobs \u00bb) que le consommateur tente d\u2019accomplir dans sa vie de tous les jours, les besoins qu\u2019il cherche \u00e0 satisfaire, autant au plan fonctionnel que social et \u00e9motionnel. Par exemple, \u00e0 une \u00e9poque o\u00f9 les mod\u00e8les dominants de distribution musicale \u00e9taient le CD et le t\u00e9l\u00e9chargement ill\u00e9gal, iTunes<\/em> a su r\u00e9pondre au besoin, largement r\u00e9pandu chez les consommateurs, de pouvoir se procurer de la musique \u00e0 la pi\u00e8ce (plut\u00f4t que par album), rapidement, l\u00e9galement, de fa\u00e7on s\u00e9curitaire et \u00e0 un prix abordable.<\/li>
  2. Ses douleurs<\/strong>: ils ont bien cern\u00e9 ce qui agace le consommateur (ex. : irritants, probl\u00e8mes, obstacles, souffrances, risques, craintes, etc.). Ils ont aussi bien jaug\u00e9 le degr\u00e9 d\u2019intensit\u00e9 de ces douleurs, les circonstances lors desquelles elles sont ressenties, ainsi que leurs cons\u00e9quences n\u00e9gatives. Par exemple, Nespresso<\/em> a compris que les consommateurs \u00e9taient lass\u00e9s de boire des caf\u00e9s dont la qualit\u00e9 est inconstante, d\u2019\u00eatre confin\u00e9s \u00e0 un nombre limit\u00e9 de sortes de caf\u00e9, de perdre du temps \u00e0 nettoyer leur machine, de se d\u00e9placer pour acheter leur caf\u00e9, etc.  <\/li>
  3. Ses gains<\/strong> : ils ont bien capt\u00e9 les b\u00e9n\u00e9fices concrets recherch\u00e9s par le consommateur, ses aspirations, attentes, espoirs et d\u00e9sirs. Typiquement, ces gains sont exprim\u00e9s comme des id\u00e9alisations (ex. : \u00ab ne serait-il pas formidable si<\/em> ma montre pouvait faire plus que me donner l\u2019heure?…<\/em>\u00bb). Par exemple, Netflix<\/em> a su r\u00e9pondre aux aspirations des consommateurs : pouvoir acc\u00e9der, partout et en tout temps, de mani\u00e8re simple et \u00e0 un prix abordable, \u00e0 une offre t\u00e9l\u00e9visuelle extr\u00eamement \u00e9tendue, incorporant des exclusivit\u00e9s.<\/li><\/ol>\n\n\n\n

    \"\"C\u2019est justement sur ces trois aspects qu\u2019est fond\u00e9e l\u2019approche pr\u00e9sent\u00e9e dans l\u2019excellent ouvrage Value Proposition Design: How to Create Products and Services Customers Want<\/em>. Ce livre va m\u00eame plus loin, puisqu\u2019il propose \u00e9galement une d\u00e9marche structur\u00e9e de cr\u00e9ation de mod\u00e8les d\u2019affaires.<\/p>\n\n\n\n

    Mais comment s\u2019y prend-on pour parvenir \u00e0 une telle compr\u00e9hension du consommateur? En l\u2019observant attentivement, via de multiples moyens : observation, immersion, ethnographie (num\u00e9rique ou en personne), journal de bord, babillards \u00e9lectroniques, entrevues individuelles en profondeur, etc.<\/p>\n\n\n\n

    En somme, pour innover il faut d\u2019abord se placer dans les souliers du consommateur. Mieux comprendre ses besoins, ses douleurs et les gains auxquels il aspire. Il reste ensuite \u00e0 injecter une bonne dose de g\u00e9nie pour inventer le mod\u00e8le d\u2019affaires qui comblera les opportunit\u00e9s identifi\u00e9es.<\/p>","protected":false},"excerpt":{"rendered":"

    Qu\u2019ont en commun les mod\u00e8les d\u2019affaires d\u2019iTunes,\u00a0Nespresso\u00a0et\u00a0Netflix, pour ne citer que ceux-l\u00e0? Ce sont des innovations majeures, adopt\u00e9es par des millions de consommateurs \u00e0 travers le monde, qui ont radicalement transform\u00e9 des industries. Ces succ\u00e8s plan\u00e9taires ont su capitaliser sur une compr\u00e9hension profonde du consommateur sur les trois aspects\u00a0suivants : Ses besoins : ils ont bien […]<\/p>\n","protected":false},"author":5,"featured_media":1153,"comment_status":"open","ping_status":"open","sticky":false,"template":"templates\/template-blog.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[22,19,17],"tags":[],"class_list":["post-1151","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entrevues-individuelles","category-groupes-de-discussion","category-mrocs"],"acf":[],"yoast_head":"\nL'EMPATHIE COMME POINT DE D\u00c9PART DE L'INNOVATION - Ad Hoc Recherche<\/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:\/\/www.adhoc-recherche.com\/en\/lempathie-comme-point-de-depart-de-linnovation\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L'EMPATHIE COMME POINT DE D\u00c9PART DE L'INNOVATION - Ad Hoc Recherche\" \/>\n<meta property=\"og:description\" content=\"Qu\u2019ont en commun les mod\u00e8les d\u2019affaires d\u2019iTunes,\u00a0Nespresso\u00a0et\u00a0Netflix, pour ne citer que ceux-l\u00e0? Ce sont des innovations majeures, adopt\u00e9es par des millions de consommateurs \u00e0 travers le monde, qui ont radicalement transform\u00e9 des industries. Ces succ\u00e8s plan\u00e9taires ont su capitaliser sur une compr\u00e9hension profonde du consommateur sur les trois aspects\u00a0suivants : Ses besoins : ils ont bien […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.adhoc-recherche.com\/en\/lempathie-comme-point-de-depart-de-linnovation\/\" \/>\n<meta property=\"og:site_name\" content=\"Ad Hoc Recherche\" \/>\n<meta property=\"article:published_time\" content=\"2016-02-23T20:28:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-05-24T20:28:21+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.adhoc-recherche.com\/wp-content\/uploads\/2022\/05\/6536591751d4ba7454589ab4554d52981456231404_blogpost_thumb_blog.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"267\" \/>\n\t<meta property=\"og:image:height\" content=\"189\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Michel Berne\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Michel Berne\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/lempathie-comme-point-de-depart-de-linnovation\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/lempathie-comme-point-de-depart-de-linnovation\\\/\"},\"author\":{\"name\":\"Michel Berne\",\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/#\\\/schema\\\/person\\\/9cdb249d6f3a9abafb28dc0c0bb25230\"},\"headline\":\"L’EMPATHIE COMME POINT DE D\u00c9PART DE L’INNOVATION\",\"datePublished\":\"2016-02-23T20:28:00+00:00\",\"dateModified\":\"2022-05-24T20:28:21+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/lempathie-comme-point-de-depart-de-linnovation\\\/\"},\"wordCount\":514,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/lempathie-comme-point-de-depart-de-linnovation\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/wp-content\\\/uploads\\\/2022\\\/05\\\/6536591751d4ba7454589ab4554d52981456231404_blogpost_thumb_blog.jpg\",\"articleSection\":[\"Entrevues individuelles\",\"Groupes de discussion\",\"MROCS (Communaut\u00e9 de recherche en ligne)\"],\"inLanguage\":\"en-CA\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/lempathie-comme-point-de-depart-de-linnovation\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/lempathie-comme-point-de-depart-de-linnovation\\\/\",\"url\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/lempathie-comme-point-de-depart-de-linnovation\\\/\",\"name\":\"L'EMPATHIE COMME POINT DE D\u00c9PART DE L'INNOVATION - 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