{"id":12078,"date":"2019-10-29T17:02:20","date_gmt":"2019-10-29T17:02:20","guid":{"rendered":"https:\/\/www.sisinternational.com\/harnessing-perceptions-in-b2b-markets\/"},"modified":"2026-01-27T15:24:09","modified_gmt":"2026-01-27T20:24:09","slug":"harnessing-perceptions-in-b2b-markets","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/fr\/harnessing-perceptions-in-b2b-markets\/","title":{"rendered":"\u00c9tude de march\u00e9 des parties prenantes B2B"},"content":{"rendered":"<figure class=\"gb-block-image gb-block-image-e0022755\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-e0022755\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3.jpg\" alt=\"SIS International Market Research &amp; Strategy\" title=\"B2Bjpg (3)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/B2Bjpg-3-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n<h2>Les march\u00e9s B2B n\u00e9gligent souvent l\u2019importance de l\u2019opinion et de la perception des parties prenantes B2B.<\/h2>\n<p>Understanding perception is crucial as it impacts investment decisions, the willingness of supply chain stakeholders to work together and countless daily activities dependent on having consistent perceptions.\u00a0 In today&#8217;s B2B markets, perceptions are enhanced, developed, and sustained through the following channels.<\/p>\n<ul>\n<li><strong>Sites de commerce et d&#039;actualit\u00e9s B2B<\/strong><\/li>\n<li><strong>Voyages &amp; conf\u00e9rences<\/strong><\/li>\n<li><strong>Blogs et forums B2B<\/strong><\/li>\n<li><strong>R\u00e9seaux sociaux B2B<\/strong><\/li>\n<li><strong>M\u00e9dias viraux<\/strong><\/li>\n<li><strong>Conformit\u00e9<\/strong><\/li>\n<li><strong>Culture<\/strong><\/li>\n<li><strong>Influenceurs, leaders d&#039;opinion cl\u00e9s et leaders de r\u00e9f\u00e9rence<\/strong><\/li>\n<\/ul>\n<h2>Referential leaders are stakeholders with significant relevance on an individual\u2019s evaluations, aspirations, or behavior.<\/h2>\n<p>Sur les march\u00e9s B2B, il peut s&#039;agir de leaders d&#039;opinion cl\u00e9s, de sup\u00e9rieurs hi\u00e9rarchiques, d&#039;auteurs du secteur et autres. Ils disposent de puissantes formes de persuasion et de \u00ab pouvoir \u00bb, notamment<\/p>\n<ul>\n<li><strong>Pouvoir informationnel\u00a0:<\/strong> A person who has access to elusive information can influence<\/li>\n<li><strong>Pouvoir d&#039;expert\u00a0:<\/strong> An expert\u2019s recommendation can influence<\/li>\n<li><strong>Pouvoir de r\u00e9compense\u00a0:<\/strong> A person\u2019s ability to reward (such as a promotion or social approval) can influence<\/li>\n<li><strong>Pouvoir de r\u00e9f\u00e9rence:<\/strong> A mere recommendation can influence<\/li>\n<\/ul>\n<p>Le degr\u00e9 d&#039;influence des leaders r\u00e9f\u00e9rentiels varie en fonction de leur impact sur les parties prenantes qui influencent les perceptions d&#039;une marque. Pour d\u00e9terminer l&#039;impact des influenceurs, SIS International explore g\u00e9n\u00e9ralement les \u00e9l\u00e9ments suivants\u00a0:<\/p>\n<ul>\n<li><strong>Port\u00e9e du march\u00e9<\/strong> \u2013 le nombre de personnes avec lesquelles un individu a la capacit\u00e9 de se connecter.<\/li>\n<li><strong>Qualit\u00e9 de l&#039;impact<\/strong> \u2013 l&#039;estime dans laquelle sont d\u00e9tenus les points de vue et les opinions d&#039;un individu.<\/li>\n<li><strong>Fr\u00e9quence de l&#039;impact<\/strong> \u2013 le nombre d\u2019opportunit\u00e9s dont dispose un individu pour influencer les d\u00e9cisions d\u2019achat.<\/li>\n<li><strong>Proximit\u00e9 de la d\u00e9cision<\/strong> \u2013 la proximit\u00e9 d&#039;un individu avec le d\u00e9cideur.<\/li>\n<li><strong>Cr\u00e9dibilit\u00e9 de la source<\/strong> \u2013 combien de doute reste dans l\u2019esprit.<\/li>\n<\/ul>\n<h2>Les diff\u00e9rences culturelles<\/h2>\n<p>When dealing with perception, it is often helpful for companies to understand not only what the perceptions are, but also what they are based on. \u00a0Building on this idea, it is further helpful to understand how perceptions are diffused within a group of stakeholders. Depending on the culture, perceptions are derived from the following forms of knowledge:<\/p>\n<ul>\n<li>Influence d&#039;une source respect\u00e9e<\/li>\n<li>Exp\u00e9rience personnelle<\/li>\n<li>Intuition<\/li>\n<li>Preuves empiriques<\/li>\n<\/ul>\n<p>While for example, Germans and US Americans tend to culturally regard empirical knowledge as the most important form of insight, Brazilians may attribute more credibility to a \u201creferential leader\u201d such as a respected person.\u00a0\u00a0Applying this insight to a <a href=\"https:\/\/www.sisinternational.com\/fr\/case-studies\/\" title=\"\u00c9tudes de cas\"  data-wpil-monitor-id=\"8105\">market research study<\/a>, it could mean crafting a flexible research design that can elicit core insights on how perceptions are diffused within each country.\u00a0 For example, in Mexico, a <a href=\"https:\/\/www.sisinternational.com\/fr\/expertise\/industries\/healthcare-market-research-solutions\/\" title=\"Soci\u00e9t\u00e9 d&#039;\u00e9tudes de march\u00e9 dans le domaine de la sant\u00e9\"  data-wpil-monitor-id=\"8106\">market research firm<\/a> can focus on how stakeholders build perceptions, be it through intuition, personal experience, influencers, or empirical information.\u00a0\u00a0<a href=\"https:\/\/www.sisinternational.com\/fr\/coverage\/europe\/market-research-liverpool-uk\/\" title=\"\u00c9tude de march\u00e9 \u00e0 Liverpool | Groupes de discussion et collecte de donn\u00e9es au Royaume-Uni\"  data-wpil-monitor-id=\"8107\">Research firms can incorporate into their data<\/a> gathering approach how the 4 forms of knowledge contribute to the diffusion of perceptions.<\/p>\n<h2>En fin de compte, les principaux leaders d\u2019opinion capables de fa\u00e7onner les perceptions devraient partager les qualit\u00e9s suivantes\u00a0:<\/h2>\n<ul>\n<li>Impliqu\u00e9<\/li>\n<li>Connect\u00e9<\/li>\n<li>Influent<\/li>\n<li>Approuv\u00e9 par les autres<\/li>\n<li>Cr\u00e9ateurs de tendances<\/li>\n<\/ul>\n<p>By understanding and harnessing these notions, <a href=\"https:\/\/www.sisinternational.com\/fr\/b2b-marketing-complexities\/\" title=\"Qu\u2019est-ce que le marketing B2B ?\"  data-wpil-monitor-id=\"7344\">marketers can better interact with their B2B<\/a> stakeholders.<\/p>\n<p>\u00a0<\/p>","protected":false},"excerpt":{"rendered":"<p>Business-to-Business Markets often miss the importance of opinion and perception among B2B stakeholders. Understanding perception is crucial as it impacts investment decisions, the willingness of supply chain stakeholders to work together and countless daily activities dependent on having consistent perceptions.\u00a0 In today&#8217;s B2B markets, perceptions are enhanced, developed, and sustained through the following channels. B2B &#8230; <a title=\"\u00c9tude de march\u00e9 des parties prenantes B2B\" class=\"read-more\" href=\"https:\/\/www.sisinternational.com\/fr\/harnessing-perceptions-in-b2b-markets\/\" aria-label=\"En savoir plus sur B2B Stakeholder Market Research\">Lire plus<\/a><\/p>","protected":false},"author":1,"featured_media":62381,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[296],"tags":[],"class_list":["post-12078","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding-thought-leadership","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts\/12078","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"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=12078"}],"version-history":[{"count":5,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts\/12078\/revisions"}],"predecessor-version":[{"id":81364,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts\/12078\/revisions\/81364"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media\/62381"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media?parent=12078"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/categories?post=12078"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/tags?post=12078"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}