{"id":1169,"date":"2015-01-20T16:40:00","date_gmt":"2015-01-20T20:40:00","guid":{"rendered":"https:\/\/www.adhoc-recherche.com\/?p=1169"},"modified":"2022-05-24T16:40:14","modified_gmt":"2022-05-24T20:40:14","slug":"lembarras-du-choix","status":"publish","type":"post","link":"https:\/\/www.adhoc-recherche.com\/fr\/lembarras-du-choix\/","title":{"rendered":"L&rsquo;EMBARRAS DU CHOIX!"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Plus que jamais, les choix offerts aux consommateurs sont innombrables. Combien de types de pains ou de yogourts parmi lesquels pouvons-nous choisir? Combien de mod\u00e8les de t\u00e9l\u00e9phones cellulaires? Combien de formules de pr\u00eats hypoth\u00e9caires? M\u00eame le lait, produit basique s\u2019il en est un, n\u2019\u00e9chappe pas \u00e0 cette multiplication.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Aujourd\u2019hui, le consommateur a donc l\u2019embarras du choix. Or, le choix est une bonne chose, mais pas l\u2019embarras qui l\u2019accompagne. C\u2019est ce que Barry Schwartz appelle le paradoxe du choix (voir son excellent Ted Talk :&nbsp;<a href=\"http:\/\/www.ted.com\/talks\/barry_schwartz_on_the_paradox_of_choice\">http:\/\/www.ted.com\/talks\/barry_schwartz_on_the_paradox_of_choice<\/a>). Car l\u2019acte de choisir paralyse plus qu\u2019il lib\u00e8re : il complexifie le processus, exige du temps et de l\u2019analyse et r\u00e9clame parfois de la connaissance. Et plus il y a de choix, plus le risque de ne pas faire le bon est grand\u2026<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Confront\u00e9 \u00e0 ces choix, le consommateur fait essentiellement trois choses :<\/p>\n\n\n\n<ul class=\"wp-block-list\" style=\"font-size:13px\"><li><strong>Il se campe dans sa routine<\/strong>&nbsp;: une fois son analyse faite, il ne remet plus en question son choix, sauf lorsqu\u2019apparaissent des nouveaut\u00e9s majeures.<\/li><li><strong>Il sous-traite<\/strong>&nbsp;: fuyant le travail d\u2019analyse et de comparaison des options, le consommateur se fie aux recommandations des tiers (amis, sites Web, ressources expertes, etc.).<\/li><li><strong>Il prend des chances<\/strong>&nbsp;: surtout lorsque le risque n\u2019est pas grand (courte dur\u00e9e d\u2019utilisation, prix modeste, cons\u00e9quences limit\u00e9es d\u2019un mauvais choix, etc.).<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Quels enseignements en tirer pour les entreprises qui introduisent de nouveaux produits?<img decoding=\"async\" src=\"https:\/\/www.adhoc-recherche.com\/app\/thirdparty\/phpthumb\/phpThumb.php?src=%2Fapp%2Fuploads%2Fimages%2Fblog%2F1022-les-enjeux-de-la-formulation-avril-2013-reduite.jpg&amp;q=100&amp;w=615&amp;hash=136d756de43f1eea91693afeaec8ab66\" alt=\"\"><\/p>\n\n\n\n<ul class=\"wp-block-list\" style=\"font-size:13px\"><li><strong>N\u2019oubliez jamais que vous n\u2019\u00eates pas seul en tablette<\/strong>&nbsp;: votre produit doit sauter aux yeux, apporter quelque chose de nouveau et sa proposition doit \u00eatre claire.<\/li><li><strong>Simplifiez le choix du consommateur<\/strong>&nbsp;: aidez-le \u00e0 d\u00e9coder facilement ce que vous proposez, faites des liens visuels \u00e9vidents avec vos publicit\u00e9s, utilisez un langage clair.<\/li><li><strong>\u00c9vitez le pi\u00e8ge de la niche<\/strong>&nbsp;: \u00e0 force de multiplier les choix, on divise le march\u00e9 en fines tranches, souvent trop minces pour assurer la survie d\u2019un produit.<\/li><li><strong>Influencez les influenceurs<\/strong>&nbsp;: sachant que le consommateur sous-traite parfois ses choix, assurez-vous d\u2019inclure les influenceurs dans votre plan de communication (ex. : di\u00e9t\u00e9tiste, chroniqueurs, blogueurs, etc.).<\/li><li><strong>Diminuez le risque per\u00e7u<\/strong>&nbsp;: aidez le consommateur \u00e0 \u00ab prendre une chance \u00bb avec votre nouveau produit (ex. : par le biais d\u2019\u00e9chantillons gratuits, d\u00e9gustations, coupons-rabais, offres d\u2019essai, etc.).<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Plus que jamais, les choix offerts aux consommateurs sont innombrables. Combien de types de pains ou de yogourts parmi lesquels pouvons-nous choisir? Combien de mod\u00e8les de t\u00e9l\u00e9phones cellulaires? Combien de formules de pr\u00eats hypoth\u00e9caires? M\u00eame le lait, produit basique s\u2019il en est un, n\u2019\u00e9chappe pas \u00e0 cette multiplication.<\/p>\n<p>Aujourd\u2019hui, le consommateur a donc l\u2019embarras du choix. Or, le choix est une bonne chose, mais pas l\u2019embarras qui l\u2019accompagne. C\u2019est ce que Barry Schwartz appelle le paradoxe du choix (voir son excellent Ted Talk : http:\/\/www.ted.com\/talks\/barry_schwartz_on_the_paradox_of_choice). Car l\u2019acte de choisir paralyse plus qu\u2019il lib\u00e8re : il complexifie le processus, exige du temps et de l\u2019analyse et r\u00e9clame parfois de la connaissance. Et plus il y a de choix, plus le risque de ne pas faire le bon est grand\u2026<\/p>\n","protected":false},"author":5,"featured_media":1170,"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":[10,26],"tags":[],"class_list":["post-1169","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-comportements-et-attitudes","category-evaluations-de-nouveaux-produits-et-services"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>L&#039;EMBARRAS DU CHOIX! - 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\/fr\/lembarras-du-choix\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L&#039;EMBARRAS DU CHOIX! - Ad Hoc Recherche\" \/>\n<meta property=\"og:description\" content=\"Plus que jamais, les choix offerts aux consommateurs sont innombrables. 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