{"id":40194,"date":"2022-04-27T02:42:26","date_gmt":"2022-04-27T02:42:26","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=40194"},"modified":"2026-04-20T20:26:52","modified_gmt":"2026-04-21T00:26:52","slug":"etude-de-marche-sur-lanalyse-cognitive","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/fr\/solutions\/solutions-de-recherche-qualitative-et-quantitative\/etude-de-marche-sur-lanalyse-cognitive\/","title":{"rendered":"\u00c9tude de march\u00e9 sur l\u2019analyse cognitive"},"content":{"rendered":"<h1 class=\"gb-headline gb-headline-bce0584c gb-headline-text\">\u00c9tude de march\u00e9 sur l\u2019analyse cognitive<\/h1>\n\n\n\n<figure class=\"gb-block-image gb-block-image-96623f38\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-96623f38\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-36.jpg\" alt=\"\u00c9tudes de march\u00e9 et strat\u00e9gie internationales SIS\" title=\"Deep learning machine learning (36)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-36.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-36-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-36-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-36-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-36-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><\/h2>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-dots\"\/>\n\n\n\n<p>Cognitive analysis is one of the smart systems humans now have at their disposal. It combines with other processes to examine huge data sets. Then, it gives structure to the unstructured data. The system can also scan its database for answers to inquiries. Because of its human-like insight, we call it cognitive analysis.<\/p>\n\n\n\n<p>This type of analysis can involve many things. For example, it can involve someone trying to decipher the context or meaning of a phrase. It can also involve finding unique objects in an image despite having lots of data. It very often uses AI tools and machine learning, which allows the software to grow over time. Simple analytics cannot always uncover patterns and links, but cognitive analysis can.<\/p>\n\n\n\n<div class=\"wp-block-columns has-global-color-9-color has-text-color has-background has-link-color wp-elements-56a255532114292d6f65c7afa39911d0 is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\" style=\"background-color:#f7f9fa6e\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:18%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:71.28%\">\n<div class=\"wp-block-rank-math-toc-block aligncenter has-global-color-9-color has-text-color has-link-color wp-elements-13a1c31ed35c731805c035216c548606\" style=\"font-size:16px\" id=\"rank-math-toc\"><h2><br><strong>T<\/strong>able of Contents<\/h2><nav><ul><li class=\"\"><a href=\"#why-is-cognitive-analysis-important\">Pourquoi l\u2019analyse cognitive est-elle importante ?<\/a><\/li><li class=\"\"><a href=\"#why-retailers-misread-purchase-decisions-at-the-shelf\">Why Retailers Misread Purchase Decisions at the Shelf<\/a><\/li><li class=\"\"><a href=\"#key-job-titles\">Titres de poste cl\u00e9s<\/a><\/li><li class=\"\"><a href=\"#why-do-businesses-need-cognitive-analysis\">Pourquoi les entreprises ont-elles besoin d\u2019une analyse cognitive ?<\/a><\/li><li class=\"\"><a href=\"#key-success-factors\">Facteurs cl\u00e9s de succ\u00e8s<\/a><\/li><li class=\"\"><a href=\"#market-research-on-cognitive-analysis\">\u00c9tude de march\u00e9 sur l\u2019analyse cognitive<\/a><\/li><li class=\"\"><a href=\"#the-research-investment-that-compounds\">The Research Investment That Compounds<\/a><\/li><li class=\"\"><a href=\"#our-facility-location-in-new-york\">Notre emplacement \u00e0 New York<\/a><\/li><li class=\"\"><a href=\"#about-sis-international\">\u00c0 propos de SIS International<\/a><\/li><\/ul><\/nav><\/div>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"why-is-cognitive-analysis-important\">Pourquoi l\u2019analyse cognitive est-elle importante ?<\/h2>\n\n\n\n<p>Nous avons besoin de technologie pour que la soci\u00e9t\u00e9 progresse. Nous avons besoin de la meilleure combinaison de connaissances humaines et machines pour r\u00e9soudre les crises de la soci\u00e9t\u00e9. En cons\u00e9quence, nous utilisons l\u2019analyse cognitive. Nous pouvons l&#039;utiliser dans de nombreux domaines, par exemple-<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">La s\u00e9curit\u00e9 publique:<\/h3>\n\n\n\n<p>When we use tech to raise awareness, we gain more and better insights. As a result, new fields of study emerge, such as fighting outbreaks, handling crises, and battling crime.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Services sociaux:<\/h3>\n\n\n\n<p>When we use tech, we can gain insights from the datasets. This aids in making care plans, and cognitive analysis enables social workers to protect at-risk groups.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Environnement:<\/h3>\n\n\n\n<p>We need to protect the world from further human damage. Cognitive analysis can help with climate change, food shortages, and <a href=\"https:\/\/www.sisinternational.com\/fr\/competence\/les-industries\/etude-de-marche-sur-la-penurie-deau\/\" title=\"\u00c9tude de march\u00e9 sur la p\u00e9nurie d\u2019eau\" data-wpil-monitor-id=\"10229\">water and energy scarcity<\/a>. As a result, the government can better detect pollution sources.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"why-retailers-misread-purchase-decisions-at-the-shelf\">Why Retailers Misread Purchase Decisions at the Shelf<\/h2>\n\n\n\n<p>Most purchase decisions happen before conscious thought begins.<\/p>\n\n\n\n<p>Retail executives spend heavily on shopper journey analytics, promotional lift measurement, and assortment rationalization. Yet the dominant research methods treat shoppers as rational agents weighing price, features, and brand preference in sequence. The actual cognitive mechanics of in-store decision making tell a different story. Shoppers resolve most category choices through rapid heuristic processing, not deliberation. The gap between how retailers study decisions and how decisions actually form is where margin disappears.<\/p>\n\n\n\n<p>Shopper cognitive analysis applies cognitive science methods to retail research. It examines how shoppers encode, process, and act on stimuli at the shelf, the endcap, and the screen. The discipline borrows from clinical cognitive interviewing, dual-process theory, and psychophysiological measurement to reveal what traditional survey data cannot: the nonconscious architecture of choice.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"key-job-titles\">Titres de poste cl\u00e9s<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Analyste de donn\u00e9es<\/h3>\n\n\n\n<p>A data analyst can process large amounts of data, most of which relates to sales and client relations. This job requires strong logical thinking skills and a laser-like <a href=\"https:\/\/www.sisinternational.com\/fr\/couverture\/leurope-%ef%83%97\/etude-de-marche-liverpool-royaume-uni\/\" title=\"\u00c9tude de march\u00e9 \u00e0 Liverpool | Groupes de discussion et collecte de donn\u00e9es au Royaume-Uni\" data-wpil-monitor-id=\"10231\">focus to process data<\/a> properly for review.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Concepteur de produits<\/h3>\n\n\n\n<p>A product designer works for a firm to create, build, and <a href=\"https:\/\/www.sisinternational.com\/fr\/solutions\/solutions-de-branding-et-de-recherche-client\/etude-de-marche-sur-les-tests-de-produits\/\" title=\"\u00c9tude de march\u00e9 sur les tests de produits\" data-wpil-monitor-id=\"10224\">test new products<\/a>. Studying cognitive science can assist a product designer. It helps them to understand how people engage with their products. It also allows firms to create more eye-catching goods.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"why-do-businesses-need-cognitive-analysis\">Pourquoi les entreprises ont-elles besoin d\u2019une analyse cognitive ?<\/h2>\n\n\n\n<figure class=\"gb-block-image gb-block-image-d5ad1c9b\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-d5ad1c9b\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-20.jpg\" alt=\"\u00c9tudes de march\u00e9 et strat\u00e9gie internationales SIS\" title=\"Deep learning machine learning (20)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-20.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-20-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-20-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-20-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Deep-learning-machine-learning-20-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Les utilisateurs peuvent avoir un aper\u00e7u de la croissance de l&#039;entreprise gr\u00e2ce \u00e0 des efforts cognitifs. En raison de la croissance de l\u2019entreprise, cela facilite l\u2019interaction avec les clients. L\u2019analyse cognitive renforce encore l\u2019efficacit\u00e9, et tr\u00e8s rapidement. Les m\u00e9rites sont les suivants :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Productivit\u00e9 et efficacit\u00e9 am\u00e9lior\u00e9es.<\/li>\n\n\n\n<li>De meilleurs choix et une meilleure planification.<\/li>\n\n\n\n<li>La s\u00e9curit\u00e9 et la conformit\u00e9 s\u2019am\u00e9lioreront.<\/li>\n\n\n\n<li>\u00c9conomies de co\u00fbts.<\/li>\n\n\n\n<li>Am\u00e9liorer l\u2019environnement d\u2019apprentissage.<\/li>\n\n\n\n<li>Croissance des entreprises.<\/li>\n\n\n\n<li>Croissance de l&#039;\u00e9cosyst\u00e8me.<\/li>\n\n\n\n<li><a href=\"https:\/\/www.sisinternational.com\/fr\/publications\/etude-de-marche-sur-les-entreprises-evolutives-7-facons-de-creer-une-entreprise-evolutive\/\" title=\"\u00c9tude de march\u00e9 sur les entreprises \u00e9volutives\u00a0: 7 fa\u00e7ons de cr\u00e9er une entreprise \u00e9volutive\" data-wpil-monitor-id=\"10225\">Business growth into new markets<\/a>.<\/li>\n\n\n\n<li>La vitesse \u00e0 laquelle l&#039;entreprise d\u00e9veloppe de nouveaux produits et services.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Cognitive Interviewing Exposes What Surveys Cannot<\/h2>\n\n\n\n<p>Standard exit interviews and post-purchase surveys suffer from a well-documented flaw: respondents confabulate. When asked why they chose a product, shoppers generate plausible narratives that align with self-image rather than actual cognitive process. &#8220;It was on sale&#8221; or &#8220;I always buy this brand&#8221; are socially acceptable rationalizations, not causal accounts.<\/p>\n\n\n\n<p>Cognitive interviewing, a protocol developed for the U.S. Census Bureau to improve questionnaire validity, reverses this dynamic. The method uses mental reinstatement (asking the respondent to reconstruct the full sensory context of the decision moment), open-ended narration, and probing for peripheral detail. Applied to retail, it surfaces the actual cue hierarchy: which stimulus triggered approach behavior, which created hesitation, which resolved the final selection.<\/p>\n\n\n\n<p>SIS International&#8217;s cognitive interviewing work across North American and European retail environments found a consistent pattern: shoppers who reported &#8220;brand loyalty&#8221; as their primary driver in conventional surveys frequently described, under cognitive interview protocols, a sequence where package color and shelf position preceded brand recognition. The stated driver and the actual driver diverged in a majority of cases. This finding reshapes how category teams should interpret shopper panel data and reallocate trade spend.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Neuromarketing Measurement Has Matured Past the Hype Cycle<\/h2>\n\n\n\n<p>The consensus view among many retail executives is that neuromarketing remains experimental, better suited to academic papers than quarterly planning. That view is roughly five years out of date.<\/p>\n\n\n\n<p>Portable EEG headsets, galvanic skin response sensors, and implicit association testing have moved from laboratory curiosities to field-deployable tools. Companies like Nielsen Consumer Neuroscience (now part of NIQ) and iMotions have standardized protocols for in-store and simulated shelf environments. The cost per respondent has dropped below traditional central location test benchmarks in several categories.<\/p>\n\n\n\n<p>The real advancement is not the hardware. It is the analytical layer. Frontal asymmetry indices now reliably distinguish approach motivation from avoidance motivation at the product level. Electrodermal activity patterns correlate with memory encoding strength, predicting which packaging exposures will survive the forgetting curve between store visits. When paired with shopper journey analytics from in-store tracking systems, these physiological signals create a decision-level map that no survey instrument can replicate.<\/p>\n\n\n\n<p>For assortment rationalization, this matters enormously. Removing a slow-moving SKU that generates strong implicit approach motivation in adjacent-product shoppers can depress category sales without any obvious cause in POS data. The SKU functioned as a cognitive anchor, not a revenue line.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"key-success-factors\">Facteurs cl\u00e9s de succ\u00e8s<\/h2>\n\n\n\n<p>Businesses are now trying to go to the next level by focusing on cognitive analysis. They seek to seize chances by tracing new systems. They meet customer wants by studying complex data for valuable insights. Some of the <a href=\"https:\/\/www.sisinternational.com\/fr\/facteurs-cles-de-succes-dans-les-etudes-de-marche-automobile\/\" title=\"Facteurs cl\u00e9s de succ\u00e8s dans les \u00e9tudes de march\u00e9 automobile\" data-wpil-monitor-id=\"10223\">key success factors<\/a> are as follows:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Detecting and <a href=\"https:\/\/www.sisinternational.com\/fr\/solutions\/innovation\/comment-faire-evoluer-une-entreprise\/\" title=\"Comment faire \u00e9voluer une entreprise | Atteindre une croissance exponentielle\" data-wpil-monitor-id=\"10233\">scaling core business<\/a> systems.<\/li>\n\n\n\n<li>Tirer le meilleur parti de l\u2019analyse des donn\u00e9es.<\/li>\n\n\n\n<li>Assurez-vous que votre entreprise peut faire face au changement.<\/li>\n\n\n\n<li>Veiller \u00e0 ce que les flux de travail centr\u00e9s sur l\u2019IA comportent un \u00e9l\u00e9ment humain.<\/li>\n\n\n\n<li>\u00catre agile et avoir les moyens de s&#039;adapter.<\/li>\n\n\n\n<li>Faire ressortir le meilleur des gens.<\/li>\n\n\n\n<li>Confiance et s\u00e9curit\u00e9.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"market-research-on-cognitive-analysis\">\u00c9tude de march\u00e9 sur l\u2019analyse cognitive<\/h2>\n\n\n\n<p>Les entreprises utilisent ce type d&#039;analyse pour acc\u00e9der \u00e0 des sources de donn\u00e9es cach\u00e9es. Ils l&#039;utilisent d\u00e9j\u00e0 pour les photos, les e-mails, les fichiers texte et les publications sur les r\u00e9seaux sociaux. Les agents de sant\u00e9 l\u2019utilisent pour proposer aux patients les meilleurs soins ou traitements pr\u00e9coces. M\u00eame s\u2019il n\u2019en est qu\u2019\u00e0 ses d\u00e9buts, il a le pouvoir de donner des r\u00e9ponses en temps r\u00e9el \u00e0 de grandes quantit\u00e9s de donn\u00e9es. C&#039;est aussi un changement de mentalit\u00e9 par rapport \u00e0 l&#039;analyse locale.<\/p>\n\n\n\n<p>Qualitatif <a href=\"https:\/\/www.sisinternational.com\/fr\/journee-mondiale-de-lautisme\/\" title=\"\u00c9tudes de recherche sur le march\u00e9 de l\u2019autisme\" data-wpil-monitor-id=\"10227\">research aids in studying<\/a> buyer habits. It also shows the reasons for product buybacks. Quantitative research gives us facts and figures on your clients\u2019 buying patterns. We also do live interviews and surveys. <a href=\"https:\/\/www.linkedin.com\/company\/sisinternationalresearch\" target=\"_blank\" rel=\"noopener\">We host focus groups<\/a>, a market research tool that works very well. This method is perfect for gathering data in depth. Focus groups make clear the customers\u2019 actual points of view and ideas. Also, we do strategy research, which helps you save money and ensures your firm\u2019s growth.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"the-research-investment-that-compounds\">The Research Investment That Compounds<\/h2>\n\n\n\n<p>Shopper cognitive analysis is not a single study. It is an intelligence capability that sharpens every downstream decision: planogram design, package architecture, promotional strategy, assortment composition, and private label positioning. Each round of cognitive research refines the organization&#8217;s model of how its specific shoppers, in its specific categories, actually form decisions.<\/p>\n\n\n\n<p>Retailers and manufacturers that build this capability create an asymmetric advantage. Their competitors continue optimizing against stated preferences. They optimize against the cognitive mechanics that stated preferences obscure. The difference compounds over quarterly planning cycles into measurable share gains at the shelf.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"our-facility-location-in-new-york\">Notre emplacement \u00e0 New York<\/h2>\n\n\n\n<p>\n\n\n\n<iframe loading=\"lazy\" src=\"https:\/\/www.google.com\/maps\/embed?pb=!1m18!1m12!1m3!1d3022.976188376966!2d-73.99130312499956!3d40.740549471389315!2m3!1f0!2f0!3f0!3m2!1i1024!2i768!4f13.1!3m3!1m2!1s0x89c259a15798c731%3A0xd695d09bdd495f25!2s11%20E%2022nd%20St%20FL%202%2C%20New%20York%2C%20NY%2010010%2C%20USA!5e0!3m2!1sen!2spe!4v1726171763526!5m2!1sen!2spe\" width=\"600\" height=\"450\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe>\n\n\n\n<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">11 E 22nd Street, \u00e9tage 2, New York, NY 10010 T\u00e9l. : +1(212) 505-6805<\/h3>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"about-sis-international\"><strong>\u00c0 propos de SIS International<\/strong><\/h2>\n\n\n\n<p><a href=\"https:\/\/www.sisinternational.com\/fr\/\"><span style=\"font-weight: 400;\">SIS International<\/span><\/a><span style=\"font-weight: 400;\"> offers Quantitative, Qualitative, and Strategy Research. We provide data, tools, strategies, reports, and insights for decision-making. We also conduct interviews, surveys, focus groups, and other <a href=\"https:\/\/www.sisinternational.com\/fr\/quantitative-market-research-methods-and-techniques\/\" title=\"Quantitative Market Research Methods and Techniques\" data-wpil-monitor-id=\"10221\">Market Research methods<\/a> and approaches.<\/span><a href=\"https:\/\/www.sisinternational.com\/fr\/a-propos-de-la-recherche-internationale-sis\/contact-sis-international-market-research\/\"><span style=\"font-weight: 400;\"> Contactez nous<\/span><\/a><span style=\"font-weight: 400;\"> pour votre prochain projet d&#039;\u00e9tude de march\u00e9.<\/span><\/p>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>Les \u00e9tudes de march\u00e9 sur l\u2019analyse cognitive examinent les ensembles de donn\u00e9es et les structures de donn\u00e9es non structur\u00e9es. Il analyse la base de donn\u00e9es \u00e0 l&#039;aide d&#039;une analyse cognitive.<\/p>","protected":false},"author":1,"featured_media":64414,"parent":14660,"menu_order":27,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-40194","page","type-page","status-publish","has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/40194","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=40194"}],"version-history":[{"count":7,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/40194\/revisions"}],"predecessor-version":[{"id":85664,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/40194\/revisions\/85664"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/14660"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media\/64414"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media?parent=40194"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}