{"id":31644,"date":"2019-05-05T01:09:52","date_gmt":"2019-05-05T01:09:52","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=31644"},"modified":"2026-01-25T18:36:22","modified_gmt":"2026-01-25T23:36:22","slug":"economie-du-comportement-dans-les-etudes-de-marche","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/fr\/solutions\/innovation\/economie-du-comportement-dans-les-etudes-de-marche\/","title":{"rendered":"\u00c9conomie comportementale dans les \u00e9tudes de march\u00e9"},"content":{"rendered":"<h1 class=\"wp-block-heading\">\u00c9conomie comportementale dans les \u00e9tudes de march\u00e9<\/h1>\n\n\n\n<figure class=\"gb-block-image gb-block-image-5dec899d\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-5dec899d\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Statistics-3.jpg\" alt=\"\u00c9tudes de march\u00e9 et strat\u00e9gie internationales SIS\" title=\"Statistics 3\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Statistics-3.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Statistics-3-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Statistics-3-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Statistics-3-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Statistics-3-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">L&#039;\u00e9conomie comportementale examine comment la psychologie affecte les d\u00e9cisions financi\u00e8res des individus. <\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">The field also examines cognitive, emotional, cultural, and social factors. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Behavioral Economics has a wealth of academic research and theories.&nbsp; New theories, approaches and technologies make this is a fast-paced field that can provide incisive business insights for competitive advantage.&nbsp; Behavior Economics accepts that humans don\u2019t always act rationally.<\/span><\/p>\n\n\n\n<p>SIS conducts Behavioral Economics research with consumers to understand the use and psychology behind product use, brand affinity, and loyalty.\u00a0 We research products, packaging, product placement, and pricing economics.\u00a0We conduct Qualitative, Quantitative, and Strategy Research for companies around the world.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">L\u2019importance de l\u2019\u00e9conomie comportementale<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">The importance of behavioral <a href=\"https:\/\/www.sisinternational.com\/fr\/economie-estonienne\/\" title=\"\u00c9tude de march\u00e9 \u00e9conomique en Estonie\"  data-wpil-monitor-id=\"2930\">economics for marketers<\/a> is immeasurable. It allows for a better understanding of the human mind. It also helps marketers to understand the consumer decision-making process. They can develop value propositions that fit the consumer\u2019s needs. Behavior <a href=\"https:\/\/www.sisinternational.com\/fr\/perspectives-economiques-du-qatar\/\" title=\"Perspectives \u00e9conomiques et \u00e9tudes de march\u00e9 du Qatar\"  data-wpil-monitor-id=\"3559\">economics gives marketers<\/a> the \u2018\u2019big picture\u2019\u2019 answers to some questions, such as:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Dans quelle mesure la prise de d\u00e9cision du consommateur est-elle rapide ou r\u00e9fl\u00e9chie\u00a0?<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Quelle quantit\u00e9 d\u2019informations le consommateur peut-il recueillir ?<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Quelle est l\u2019importance du contexte pour affecter la perception de la marque et influencer le comportement\u00a0?<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Dans quelle mesure la prise de d\u00e9cision du consommateur est-elle \u00e9motionnelle et rationnelle\u00a0?<\/span><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400;\">L\u2019\u00e9conomie comportementale montre pourquoi de petites choses peuvent faire une \u00e9norme diff\u00e9rence. Il explique pourquoi une action sp\u00e9cifique r\u00e9ussit ou \u00e9choue.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Comment fonctionne l\u2019\u00e9conomie comportementale<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">Ces derniers temps, nous avons vu comment la science du comportement est pass\u00e9e du monde universitaire au monde r\u00e9el. Les sciences du comportement font une diff\u00e9rence significative dans notre vie quotidienne. Cela nous aide \u00e0 faire de meilleurs choix en mati\u00e8re de finances et de soins de sant\u00e9. Cela nous guide pour faire un travail plus efficace. Cela influence \u00e9galement la fa\u00e7on dont nous achetons sur High Street et en ligne, nous poussant \u00e0 \u00eatre plus g\u00e9n\u00e9reux. &nbsp;<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Am\u00e9liorer les produits et services<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\"><strong>Marketers can use <a href=\"https:\/\/www.sisinternational.com\/fr\/competence\/les-industries\/etude-de-marche-sur-la-science-decisionnelle\/\" title=\"\u00c9tude de march\u00e9 sur la science d\u00e9cisionnelle\"  data-wpil-monitor-id=\"4993\">Behavioral Economics<\/a> to make better decisions and boost profitability.<\/strong> They can integrate insights from behavioral science with subjects such as user-centered design. They also look at behavior focused qualitative research grounded in anthropology and psychology. They can understand packaging and product placement better.&nbsp; This research helps them to develop a more detailed picture of behavior. They can then test different behavioral hypotheses through controlled experiments and trials.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Augmenter les profits et les performances<\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\"><strong>Les sp\u00e9cialistes du marketing peuvent utiliser l\u2019\u00e9conomie comportementale pour \u00eatre plus sensibles au contexte.<\/strong> Les sp\u00e9cialistes du comportement et les praticiens r\u00e9fl\u00e9chissent \u00e9galement beaucoup plus aux d\u00e9tails cruciaux qui peuvent \u00eatre n\u00e9glig\u00e9s ou subtils. Par exemple, ils cherchent quand et o\u00f9 donner un coup de coude aux gens. Ils \u00e9tudient quels contextes fonctionnent le mieux avec diff\u00e9rentes solutions. Certains param\u00e8tres peuvent convenir \u00e0 des solutions bas\u00e9es sur les valeurs par d\u00e9faut et sont automatiques. D\u2019autres situations pourraient n\u00e9cessiter des solutions plus r\u00e9fl\u00e9chies. Ces situations engagent l\u2019individu dans une d\u00e9cision complexe et facilitent sa compr\u00e9hension.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Avantages des optimisations de l\u2019\u00e9conomie comportementale&nbsp;<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">Voici comment vous pouvez appliquer l\u2019\u00e9conomie comportementale pour promouvoir les affaires\u00a0:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">R\u00e9duisez l\u2019incertitude concernant leur produit ou service.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Limitez le nombre d\u2019options pour le client.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Utilisez la preuve sociale pour g\u00e9n\u00e9rer de meilleures informations commerciales.<\/span><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">\u00c9conomie comportementale et recherche qualitative<\/span><\/h2>\n\n\n\n<figure class=\"gb-block-image gb-block-image-159ab97b\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-159ab97b\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Quantitative-research-24.jpg\" alt=\"\u00c9tudes de march\u00e9 et strat\u00e9gie internationales SIS\" title=\"Quantitative research (24)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Quantitative-research-24.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Quantitative-research-24-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Quantitative-research-24-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Quantitative-research-24-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Quantitative-research-24-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Les \u00e9tudes de march\u00e9 qualitatives traitent des attitudes des consommateurs actuels et potentiels. Il explore \u00e9galement les sentiments, les pens\u00e9es et les opinions des acheteurs. Il d\u00e9termine les raisons qui motivent leur comportement. De nombreux chefs d\u2019entreprise craignent que l\u2019\u00e9conomie comportementale ne soit incompatible avec la recherche qualitative. Cependant, les principes BE peuvent am\u00e9liorer la recherche qualitative. Les projets d\u2019\u00e9conomie comportementale permettent aux chercheurs de d\u00e9couvrir les v\u00e9ritables pens\u00e9es et sentiments des participants. Ainsi, les entreprises peuvent cr\u00e9er des communications marketing plus efficaces.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Approches d\u2019\u00e9tudes de march\u00e9 quantitatives<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">Quantitative market researchers ask current and potential consumers different questions on topics such as pricing, behavior, and preferences. They do so in a systematic manner using polls, surveys, or questionnaires. They can analyze the responses to decide how to improve products and services. Marketers can conduct Quantitative Market Research using primary or secondary techniques.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">M\u00e9thodes de recherche primaires<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">La plupart des sp\u00e9cialistes du marketing utilisent des m\u00e9thodes primaires pour mener des \u00e9tudes de march\u00e9 quantitatives. Les m\u00e9thodes courantes que nous utilisons sont\u00a0:<\/span><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Enqu\u00eates<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Entretiens individuels<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Entretiens du personnel assist\u00e9s par ordinateur<\/span><\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Techniques de recherche sur le march\u00e9 secondaire<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">Marketers sometimes use secondary methods to conduct Quantitative Market Research. These techniques can confirm a hypothesis. They also help marketers to conclude empirical and primary data.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Big Data et science des donn\u00e9es<\/h2>\n\n\n\n<p>Nous fournissons \u00e9galement des solutions de support d&#039;analyse de donn\u00e9es et de science des donn\u00e9es qui peuvent analyser de grands ensembles de donn\u00e9es et d\u00e9couvrir de nouvelles informations comportementales.<\/p>","protected":false},"excerpt":{"rendered":"<p>D\u00e9couvrez comment les \u00e9tudes de march\u00e9 en \u00e9conomie comportementale peuvent booster vos performances.<\/p>","protected":false},"author":1,"featured_media":62857,"parent":14459,"menu_order":6,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-31644","page","type-page","status-publish","has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/31644","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/comments?post=31644"}],"version-history":[{"count":5,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/31644\/revisions"}],"predecessor-version":[{"id":78902,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/31644\/revisions\/78902"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/14459"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media\/62857"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media?parent=31644"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}