{"id":41464,"date":"2023-02-12T01:45:44","date_gmt":"2023-02-12T01:45:44","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=41464"},"modified":"2025-10-20T22:59:09","modified_gmt":"2025-10-21T02:59:09","slug":"recherche-de-personnalite-extreme","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/fr\/competence\/recherche-de-personnalite-extreme\/","title":{"rendered":"Recherche sur les personnalit\u00e9s extr\u00eames"},"content":{"rendered":"<h1 class=\"wp-block-heading\">Recherche sur les personnalit\u00e9s extr\u00eames<\/h1>\n\n\n\n<figure class=\"gb-block-image gb-block-image-05813592\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-05813592\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/CEO-woman-business-woman-8.jpg\" alt=\"\u00c9tudes de march\u00e9 et strat\u00e9gie internationales SIS\" title=\"CEO woman business woman (8)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/CEO-woman-business-woman-8.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/CEO-woman-business-woman-8-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/CEO-woman-business-woman-8-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/CEO-woman-business-woman-8-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/CEO-woman-business-woman-8-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Les personas sont un outil qui consiste \u00e0 cr\u00e9er des personnages fictifs. Les chercheurs les cr\u00e9ent sur la base de traits communs \u00e0 des personnes qui s\u2019aiment. Ils constituent donc un arch\u00e9type.<\/p>\n\n\n\n<p>Les personnages extr\u00eames sont des arch\u00e9types de personnes poss\u00e9dant des traits uniques. Un autre point cl\u00e9 est qu\u2019ils repr\u00e9sentent des groupes sp\u00e9ciaux ou rares. Nous pouvons identifier trois groupes de personnalit\u00e9s extr\u00eames\u00a0:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>La multi-minorit\u00e9 : Ce persona est un personnage qui appartient \u00e0 plusieurs groupes. Chacun de ces groupes constitue une minorit\u00e9 dans la soci\u00e9t\u00e9. La plus classique est une femme noire, \u00e9galement lesbienne et handicap\u00e9e.<\/li>\n\n\n\n<li>The Hard Lifer\u00a0: Ce personnage a un pass\u00e9 violent et lourd qui a un impact sur les besoins et les comportements. Un exemple est un p\u00e8re veuf. Ce p\u00e8re est \u00e9galement un survivant du cancer, travaillant de nuit au salaire minimum.<\/li>\n\n\n\n<li>Le personnage toxique : Ce personnage affiche des comportements nuisibles. Ils projettent ces comportements sur les produits qu\u2019ils utilisent. Les trois types les plus connus sont :<\/li>\n<\/ol>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Le haineux\u00a0: ce personnage exprime sa col\u00e8re \u00e0 propos d&#039;un produit. Une sous-classe peut \u00eatre le troll qui s&#039;amuse \u00e0 emb\u00eater les autres utilisateurs.<\/li>\n\n\n\n<li>Le Pervers : Ces utilisateurs d\u00e9tournent des produits pour exprimer leur convoitise. Un exemple est celui des hommes qui utilisent LinkedIn comme plateforme de flirt.<\/li>\n\n\n\n<li>The Idiot: This persona doesn\u2019t understand anything about what they are doing. <a href=\"https:\/\/www.sisinternational.com\/fr\/solutions\/solutions-de-branding-et-de-recherche-client\/tests-dutilisabilite-recherche-ux-utilisateur\/\" title=\"\u00c9tudes de march\u00e9 des utilisateurs et tests d&#039;utilisabilit\u00e9\"  data-wpil-monitor-id=\"8502\">Marketers must consider this user<\/a> to ensure the system is safe and there is no way to endanger them.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Pourquoi la recherche Extreme Persona est-elle importante ?<\/h2>\n\n\n\n<p>Personas breathe <a href=\"https:\/\/www.sisinternational.com\/fr\/competence\/les-industries\/etude-de-marche-des-sciences-de-la-vie\/\" title=\"\u00c9tude de march\u00e9 sur les sciences de la vie\"  data-wpil-monitor-id=\"8507\">life<\/a> into the cold facts of your research. Combine the people for whom you seek to design into a coherent whole. Create persona profiles of typical or extreme users. It will help you understand patterns in your research. Another benefit of creating personas is that it will help you ask the right questions. It will also enable you to answer them in line with the users you\u2019re designing for.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pourquoi les entreprises ont besoin d&#039;une recherche extr\u00eame sur les personnalit\u00e9s<\/h2>\n\n\n\n<figure class=\"gb-block-image gb-block-image-d0a40522\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-d0a40522\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/CEO-woman-business-woman-10.jpg\" alt=\"\u00c9tudes de march\u00e9 et strat\u00e9gie internationales SIS\" title=\"CEO woman business woman (10)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/CEO-woman-business-woman-10.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/CEO-woman-business-woman-10-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/CEO-woman-business-woman-10-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/CEO-woman-business-woman-10-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/CEO-woman-business-woman-10-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Personas can be helpful when well crafted to represent specific user cases. Furthermore, referring to them can allow a business to innovate in a direction that will enable it to thrive. Are you looking to <a href=\"https:\/\/www.sisinternational.com\/fr\/solutions\/test-de-gout\/services-de-test-de-produits-a-new-york\/\" title=\"Services de test de produits \u00e0 New York\"  data-wpil-monitor-id=\"8501\">test a new product or service<\/a>? First, see how it connects with the extreme personas before trying to market it. Once you adjust the results to consider external factors, you can use them to spot markets like yours.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Facteurs cl\u00e9s de succ\u00e8s<\/h3>\n\n\n\n<p>It\u2019s not cheap to create personas that <a href=\"https:\/\/www.sisinternational.com\/fr\/b2b\/\" title=\"Cost-Effective and Actionable Insights to Drive Your Next Strategic Move\"  data-wpil-monitor-id=\"8506\">drive real insights<\/a> and empathy, nor is it easy. While the list of success factors is a long one, these five are an excellent place to start:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.sisinternational.com\/fr\/comment-mener-une-recherche-documentaire-efficace\/\" title=\"Comment mener une recherche documentaire efficace\"  data-wpil-monitor-id=\"8504\">Conduct in-depth research<\/a>. Tony Zambito conducted the State of Buyer Personas 2015 survey several years ago. In his comments, he noted that only 15 percent of respondents used <a href=\"https:\/\/www.sisinternational.com\/fr\/solutions\/solutions-de-recherche-qualitative-et-quantitative\/recherche-qualitative-recrutement\/\" title=\"Recrutement en recherche qualitative\"  data-wpil-monitor-id=\"8503\">Qualitative in-depth research<\/a> to build their personas. Without meaningful, rich, research-driven insights, your extreme personas risk being one-dimensional. As a matter of fact, they can even be misleading.<\/li>\n\n\n\n<li>Repr\u00e9sentez de vraies personnes. Distiller vos personnages extr\u00eames dans les descriptions de \u00ab vraies \u00bb personnes. Pr\u00e9sentez-les de mani\u00e8re vivante et en contact avec votre public.<\/li>\n\n\n\n<li>Informez et validez vos personnalit\u00e9s extr\u00eames avec des donn\u00e9es transactionnelles ou de segmentation. Les entretiens et les groupes de discussion g\u00e9n\u00e8rent la plupart des contenus personnels. Mais la possibilit\u00e9 d\u2019ajouter des donn\u00e9es de segmentation ou transactionnelles est cruciale. Cela peut aider \u00e0 mieux informer ou valider vos personnalit\u00e9s extr\u00eames.<\/li>\n\n\n\n<li>Assurez-vous d\u2019utiliser vos personnages extr\u00eames. Vous devez int\u00e9grer vos personnalit\u00e9s extr\u00eames dans le processus aux \u00e9tapes critiques. Utilisez-les ensuite pour informer, v\u00e9rifier et valider la prise de d\u00e9cision.<\/li>\n\n\n\n<li>Tirez parti de vos personnalit\u00e9s extr\u00eames. Vous pouvez tirer parti d\u2019une personnalit\u00e9 extr\u00eame unique et bien con\u00e7ue au sein de votre entreprise. Utilisez ce personnage pour plusieurs initiatives de cartographie de parcours.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">\u00c0 propos de la recherche sur les personnalit\u00e9s extr\u00eames<\/h2>\n\n\n\n<figure class=\"gb-block-image gb-block-image-7b3c49bb\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-7b3c49bb\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/CEO-woman-business-woman-9.jpg\" alt=\"\u00c9tudes de march\u00e9 et strat\u00e9gie internationales SIS\" title=\"CEO woman business woman (9)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/CEO-woman-business-woman-9.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/CEO-woman-business-woman-9-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/CEO-woman-business-woman-9-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/CEO-woman-business-woman-9-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/CEO-woman-business-woman-9-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Extreme <a href=\"https:\/\/www.sisinternational.com\/fr\/solutions\/solutions-de-recherche-qualitative-et-quantitative\/etude-de-marche-sur-la-personnalite-de-lacheteur\/\" title=\"Solutions et m\u00e9thodes d\u2019\u00e9tude de march\u00e9 sur la personnalit\u00e9 de l\u2019acheteur\"  data-wpil-monitor-id=\"8500\">personas greatly benefit UX Market Research<\/a>, but marketers must be careful. They should only design a <a href=\"https:\/\/www.sisinternational.com\/fr\/solutions\/test-de-gout\/product-testing-services\/\" title=\"Product Testing Services\"  data-wpil-monitor-id=\"8505\">product or service<\/a> that covers some user archetypes. Looking at extreme personas during the research is crucial. It will give you an external view of the project. Moreover, this view will take you out of the box and expand your creative character. Yet, it would be best if you never lost focus on what you\u2019re creating, for what, and for whom.<\/p>","protected":false},"excerpt":{"rendered":"<p>Les personnages extr\u00eames sont des arch\u00e9types de personnes poss\u00e9dant des traits uniques. Un autre point cl\u00e9 est qu\u2019ils repr\u00e9sentent des groupes sp\u00e9ciaux ou rares.<\/p>","protected":false},"author":1,"featured_media":64922,"parent":14514,"menu_order":170,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-41464","page","type-page","status-publish","has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/41464","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=41464"}],"version-history":[{"count":4,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/41464\/revisions"}],"predecessor-version":[{"id":81427,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/41464\/revisions\/81427"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/14514"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media\/64922"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media?parent=41464"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}