{"id":13033,"date":"2015-01-22T01:25:12","date_gmt":"2015-01-22T01:25:12","guid":{"rendered":"https:\/\/www.sisinternational.com\/?p=13033"},"modified":"2026-01-25T19:37:09","modified_gmt":"2026-01-26T00:37:09","slug":"marque-de-pneus-surveiller-nous-allemagne-bresil","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/fr\/marque-de-pneus-surveiller-nous-allemagne-bresil\/","title":{"rendered":"Recherche sur la marque des pneus aux \u00c9tats-Unis, en Allemagne et au Br\u00e9sil"},"content":{"rendered":"
\"\u00c9tudes<\/figure>\n\n\n\n
\n\n\n

Contexte<\/h2>\n

D\u00e9but 2014, SIS International Research a r\u00e9alis\u00e9 une \u00e9tude en ligne multi-pays Tire Brand Monitor, ax\u00e9e sur les march\u00e9s am\u00e9ricain, allemand et br\u00e9silien.<\/p>\n

Le client \u00e9tait une entreprise allemande qui travaillait pour un fabricant de pneus chinois. L'objectif \u00e9tait de r\u00e9aliser une surveillance de base de la marque sur ses principaux march\u00e9s cibles, \u00e0 savoir les \u00c9tats-Unis, l'Allemagne et le Br\u00e9sil.<\/p>\n

The objective of this quantitative study was to gather and analyze data relating to perceptions and expectations of the client\u2019s brand and its competitors, from end-customers who were interested in automotive topics and had a basic level of knowledge about different tire brands in those markets<\/a>.<\/p>\n

Les th\u00e8mes cl\u00e9s de cette \u00e9tude quantitative comprenaient\u00a0:<\/h3>\n

Notori\u00e9t\u00e9 de marque spontan\u00e9e
\nNotori\u00e9t\u00e9 de marque facilit\u00e9e
\nUtilisation des m\u00e9dias et sources d\u2019information
\nCrit\u00e8res d'achat et de qualit\u00e9
\nFamiliarit\u00e9 avec la marque
\nImage de marque dans un environnement concurrentiel
\nConnaissances particuli\u00e8res sur les pneus \u00ab\u00a0verts\u00a0\u00bb (= pneus \u00e0 faible r\u00e9sistance au roulement), l'\u00e9tiquetage des pneus, etc.
\nAlign marketing strategies for growth<\/a> and advantage<\/p>\n

Solution<\/h2>\n

After reviewing the specifications of the project and after analyzing the project objectives in more detail, the client decided, based on SIS recommendations, to conduct this project by making use of computer assisted web interviews<\/a> (CAWI) online.<\/p>\n

Le groupe cible a \u00e9t\u00e9 d\u00e9fini comme \u00e9tant la population cible compos\u00e9e d'Am\u00e9ricains\/Allemands\/Br\u00e9siliens urbains qui poss\u00e9daient et entretenaient une voiture et qui avaient pris au moins une d\u00e9cision de remplacement de pneus une fois au cours des 24 derniers mois. La taille de l'\u00e9chantillon a \u00e9t\u00e9 fix\u00e9e \u00e0 500 interviews per market<\/a><\/b> avec une dur\u00e9e d'entretien entre 15 et 20 minutes<\/b>.<\/p>\n

Apr\u00e8s avoir finalis\u00e9 toutes les sp\u00e9cifications du projet et les traductions n\u00e9cessaires des documents dans les langues locales, l'\u00e9quipe SIS a programm\u00e9 le questionnaire.<\/p>\n

As the study needed to be conducted in three different countries, continuous consultation and especially a regularly monitoring were inevitable pillars of the SIS project<\/a> management. As this project was conducted across three different time zones, SIS had to pay<\/a> explicit attention to every detail, market characteristics and differences that might occur and influence the final results.<\/p>\n

The entire project was supervised by the German office out of Berlin. The German team was responsible for the direct communication with the client as well as the overall logistical implementation of the project. As Recherche internationale SIS<\/a> has conducted many similar projects in the past, SIS was able to solve all upcoming challenges during the run of the project so that in the very end another global quantitative project was successfully completed.<\/p>\n

\u00c0 propos du SIS<\/h3>\n

SIS International Research is a leading global March\u00e9<\/a> Research, Market Intelligence and Strategy firm with over 30 years of experiences in conducting national, international and global projects.<\/p>","protected":false},"excerpt":{"rendered":"

Apprenez-en davantage gr\u00e2ce \u00e0 notre \u00e9tude de cas sur un projet de recherche sur l\u2019image de marque que nous avons men\u00e9 dans le monde entier.<\/p>","protected":false},"author":1,"featured_media":62999,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36],"tags":[],"class_list":["post-13033","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","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\/13033","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=13033"}],"version-history":[{"count":9,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts\/13033\/revisions"}],"predecessor-version":[{"id":81597,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/posts\/13033\/revisions\/81597"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media\/62999"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media?parent=13033"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/categories?post=13033"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/tags?post=13033"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}