{"id":1194,"date":"2013-11-18T16:54:00","date_gmt":"2013-11-18T20:54:00","guid":{"rendered":"https:\/\/www.adhoc-recherche.com\/?p=1194"},"modified":"2022-05-24T16:56:33","modified_gmt":"2022-05-24T20:56:33","slug":"la-mort-de-la-recherche-marketing-des-rumeurs-grandement-exagerees","status":"publish","type":"post","link":"https:\/\/www.adhoc-recherche.com\/en\/la-mort-de-la-recherche-marketing-des-rumeurs-grandement-exagerees\/","title":{"rendered":"LA MORT DE LA RECHERCHE MARKETING? DES RUMEURS GRANDEMENT EXAG\u00c9R\u00c9ES"},"content":{"rendered":"<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"267\" height=\"189\" src=\"https:\/\/www.adhoc-recherche.com\/wp-content\/uploads\/2022\/05\/433a565d07d210bc8c47d5d56f4f7fe61384803251_blogpost_thumb_blog.jpg\" alt=\"\" class=\"wp-image-1195\" srcset=\"https:\/\/www.adhoc-recherche.com\/wp-content\/uploads\/2022\/05\/433a565d07d210bc8c47d5d56f4f7fe61384803251_blogpost_thumb_blog.jpg 267w, https:\/\/www.adhoc-recherche.com\/wp-content\/uploads\/2022\/05\/433a565d07d210bc8c47d5d56f4f7fe61384803251_blogpost_thumb_blog-18x12.jpg 18w\" sizes=\"auto, (max-width: 267px) 100vw, 267px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Au cours des derni\u00e8res ann\u00e9es, j&rsquo;ai trop souvent entendu des observateurs de notre industrie (conf\u00e9rences, articles, blogues, etc.) annoncer, rien de moins, que la mort imminente de la recherche marketing. \u00c7a m&rsquo;agace profond\u00e9ment&nbsp;: autant par le proc\u00e9d\u00e9 sensationnaliste que par la faiblesse de l&rsquo;argumentaire.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Il est vrai que la recherche est confront\u00e9e \u00e0 des d\u00e9fis importants&nbsp;: moindre disponibilit\u00e9 des r\u00e9pondants, exigences accrues de rapidit\u00e9, pressions budg\u00e9taires, etc. Il est aussi vrai que l&rsquo;\u00e9mergence des m\u00e9dias sociaux, le Big Data, les innovations technologiques, entrainent une remise en question des approches.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Mais ceux qui annoncent sa mort sous-estiment largement les capacit\u00e9s d&rsquo;adaptation de notre industrie. En fait, pour paraphraser Mark Twain, les rumeurs de la mort de la recherche marketing ont \u00e9t\u00e9 grandement exag\u00e9r\u00e9es.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Selon Esomar, le march\u00e9 mondial de la recherche marketing s&rsquo;\u00e9tablit \u00e0 pr\u00e8s de 40 milliards de dollars, en hausse de 3 %. L&rsquo;industrie continue donc de cro\u00eetre.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Loin de mourir, elle se transforme&nbsp;et s&rsquo;adapte : coffre \u00e0 outils plus large, innovations m\u00e9thodologiques, multiplication des m\u00e9thodes, ramification des moyens, emphase sur la synth\u00e8se, le jugement et la perspective, etc.<\/p>\n\n\n\n<figure class=\"wp-block-table is-style-regular\" style=\"font-size:13px\"><table class=\"has-fixed-layout\"><thead><tr><th class=\"has-text-align-center\" data-align=\"center\">De&#8230;<\/th><th class=\"has-text-align-center\" data-align=\"center\">\u00c0&#8230;<\/th><\/tr><\/thead><tbody><tr><td class=\"has-text-align-center\" data-align=\"center\">Collecteur&nbsp;de donn\u00e9es<\/td><td class=\"has-text-align-center\" data-align=\"center\">Int\u00e9grateur de donn\u00e9es<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Analyste&nbsp;de donn\u00e9es<\/td><td class=\"has-text-align-center\" data-align=\"center\">Pourvoyeur&nbsp;d&rsquo;\u00ab&nbsp;insights&nbsp;\u00bb<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Chercheur<\/td><td class=\"has-text-align-center\" data-align=\"center\">Consultant&nbsp;\/ strat\u00e8ge<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Outils&nbsp;limit\u00e9s<\/td><td class=\"has-text-align-center\" data-align=\"center\">Outils&nbsp;illimit\u00e9s<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Mono-m\u00e9thode<\/td><td class=\"has-text-align-center\" data-align=\"center\">Multi-m\u00e9thodes<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Vite<\/td><td class=\"has-text-align-center\" data-align=\"center\">Plus vite<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">Valeur<\/td><td class=\"has-text-align-center\" data-align=\"center\">Valeur&nbsp;ajout\u00e9e<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Le monde change. Mais dans ce tourbillon, le besoin fondamental de comprendre le consommateur demeure inchang\u00e9. C&rsquo;est justement l\u00e0 que se trouve la raison d&rsquo;\u00eatre de la recherche marketing. Ses moyens changeront certainement. Mais pas sa raison d&rsquo;\u00eatre.<\/p>","protected":false},"excerpt":{"rendered":"<p>Au cours des derni\u00e8res ann\u00e9es, j&rsquo;ai trop souvent entendu des observateurs de notre industrie (conf\u00e9rences, articles, blogues, etc.) annoncer, rien de moins, que la mort imminente de la recherche marketing. \u00c7a m&rsquo;agace profond\u00e9ment : autant par le proc\u00e9d\u00e9 sensationnaliste que par la faiblesse de l&rsquo;argumentaire. Il est vrai que la recherche est confront\u00e9e \u00e0 des d\u00e9fis importants : moindre disponibilit\u00e9 des r\u00e9pondants, exigences accrues de rapidit\u00e9, pressions budg\u00e9taires, etc. Il est aussi vrai que l&rsquo;\u00e9mergence des m\u00e9dias sociaux, le Big Data, les innovations technologiques, entrainent une remise en question des approches. Mais ceux qui annoncent sa mort sous-estiment largement les capacit\u00e9s d&rsquo;adaptation de notre industrie.<\/p>","protected":false},"author":5,"featured_media":1195,"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":[31],"tags":[],"class_list":["post-1194","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-recherche-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>LA MORT DE LA RECHERCHE MARKETING? 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Mais ceux qui annoncent sa mort sous-estiment largement les capacit\u00e9s d&#039;adaptation de notre industrie.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.adhoc-recherche.com\/en\/la-mort-de-la-recherche-marketing-des-rumeurs-grandement-exagerees\/\" \/>\n<meta property=\"og:site_name\" content=\"Ad Hoc Recherche\" \/>\n<meta property=\"article:published_time\" content=\"2013-11-18T20:54:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-05-24T20:56:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.adhoc-recherche.com\/wp-content\/uploads\/2022\/05\/433a565d07d210bc8c47d5d56f4f7fe61384803251_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=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/la-mort-de-la-recherche-marketing-des-rumeurs-grandement-exagerees\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/la-mort-de-la-recherche-marketing-des-rumeurs-grandement-exagerees\\\/\"},\"author\":{\"name\":\"Michel Berne\",\"@id\":\"https:\\\/\\\/www.adhoc-recherche.com\\\/en\\\/#\\\/schema\\\/person\\\/9cdb249d6f3a9abafb28dc0c0bb25230\"},\"headline\":\"LA MORT DE LA RECHERCHE MARKETING? 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