{"id":1081,"date":"2011-12-02T12:46:36","date_gmt":"2011-12-02T12:46:36","guid":{"rendered":"https:\/\/www.retaildetail.be\/m-tail\/les-neerlandophones-et-les-francophones-reagissent-differemment-aux-offres-digitales\/"},"modified":"2011-12-02T12:46:36","modified_gmt":"2011-12-02T12:46:36","slug":"les-neerlandophones-et-les-francophones-reagissent-differemment-aux-offres-digitales","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/m-tail\/les-neerlandophones-et-les-francophones-reagissent-differemment-aux-offres-digitales\/","title":{"rendered":"&#039;Les n\u00e9erlandophones et les francophones r\u00e9agissent diff\u00e9remment aux offres digitales&#039;"},"content":{"rendered":"<h2>\n<\/h2>\n<p>\u00a0<\/p>\n<h2>Mesurer l\u2019activit\u00e9 c\u00e9r\u00e9brale<\/h2>\n<p>La m\u00e9thodologie de ce type d\u2019\u00e9tude comportementale a \u00e9t\u00e9 d\u00e9velopp\u00e9e par Netway. L\u2019entreprise belge se base sur le constat que 95% du comportement des internautes rel\u00e8ve de l\u2019inconscient. Toutefois m\u00eame si ce comportement est inconscient, il n\u2019en demeure pas moins mesurable. En effet notre cerveau r\u00e9agit \u00e0 des sentiments int\u00e9rieurs, \u00e0 l\u2019instinct et aux \u00e9motions(comme par exemple le plaisir ou l\u2019angoisse) et ces r\u00e9actions sont perceptibles et mesurables via les techniques de l\u2019IRM. <\/p>\n<p>\u00a0<\/p>\n<p><a href=\"Mesurer%20l%E2%80%99activit%C3%A9%20c%C3%A9r%C3%A9brale%20La%20m%C3%A9thodologie%20de%20ce%20type%20d%E2%80%99%C3%A9tude%20comportementale%20a%20%C3%A9t%C3%A9%20d%C3%A9velopp%C3%A9e%20par%20Netway.%20L%E2%80%99entreprise%20belge%20se%20base%20sur%20le%20constat%20que%2095%%20du%20comportement%20des%20internautes%20rel%C3%A8ve%20de%20l%E2%80%99inconscient.%20Toutefois%20m%C3%AAme%20si%20ce%20comportement%20est%20inconscient,%20il%20n%E2%80%99en%20demeure%20pas%20moins%20mesurable.%20En%20effet%20notre%20cerveau%20r%C3%A9agit%20%C3%A0%20des%20sentiments%20int%C3%A9rieurs,%20%C3%A0%20l%E2%80%99instinct%20et%20aux%20%C3%A9motions(comme%20par%20exemple%20le%20plaisir%20ou%20l%E2%80%99angoisse)%20et%20ces%20r%C3%A9actions%20sont%20perceptibles%20et%20mesurables%20via%20les%20techniques%20de%20l%E2%80%99IRM.%20Dans%20le%20cadre%20de%20sa%20mission%20pour%20%20Thomas%20Cook,%20Netway%20a%20donc%20soumis%20un%20panel%20de%20consommateurs,%20dont%20%204%20n%C3%A9erlandophones%20et%204%20francophones,%20%C3%A2g%C3%A9s%20de%2035%20%C3%A0%2055%20ans,%20au%20test%20IRM.%20%20Les%20n%C3%A9erlandophones%20veulent%20%C2%AB%20voir%20%C2%BB%20le%20produit%20%20Les%20membres%20du%20panel%20ont%20visionn%C3%A9%20diff%C3%A9rentes%20%20newsletters%20%C3%A9lectroniques%20du%20tour%20op%C3%A9rateur%20et%20le%20scan%20des%20activit%C3%A9s%20c%C3%A9r%C3%A9brales%20a%20d%C3%A9montr%C3%A9%20que%20les%20n%C3%A9erlandophones%20r%C3%A9agissaient%20principalement%20aux%20stimuli%20visuels,%20alors%20que%20les%20francophones%20eux%20r%C3%A9agissaient%20plut%C3%B4t%20aux%20stimuli%20cognitifs.%20%C2%AB%20Nous%20pouvons%20en%20d%C3%A9duire%20de%20fa%C3%A7on%20assez%20certaine%20que%20les%20n%C3%A9erlandophones%20sont%20plus%20pragmatiques.%20%20Ils%20scannent%20la%20page%20pour%20d%C3%A9terminer%20si%20l%E2%80%99offre%20les%20int%C3%A9resse%20ou%20non,%20mais%20n%E2%80%99extrapolent%20pas%20cette%20information.%20Ils%20ne%20croient%20que%20ce%20qu%E2%80%99ils%20voient.%20Les%20francophones%20par%20contre%20sont%20stimul%C3%A9s%20par%20les%20%C3%A9l%C3%A9ments%20textuels%20et%20non%20visuels%20%C2%BB,%20analyse%20%20Alain%20Dewispelaere,%20directeur%20de%20Netway,%20traduisant%20ainsi%20les%20r%C3%A9sultats%20de%20l%E2%80%99%C3%A9tude%20pour%20les%20profanes.%20Ces%20constations%20sont%20confirm%C3%A9es%20par%20un%20test,%20o%C3%B9%20200.000%20n%C3%A9erlandophones%20et%20francophones%20visionnent%20un%20%E2%80%98template%E2%80%99%20sans%20photos%20des%20h%C3%B4tels.%20Le%20nombre%20de%20r%C3%A9actions%20positives%20%C3%A9tait%20deux%20fois%20plus%20%C3%A9lev%C3%A9%20chez%20les%20francophones%20que%20chez%20les%20n%C3%A9erlandophones,%20qui%20apparemment%20d%C3%A9crochent%20imm%C3%A9diatement%20s%E2%80%99ils%20ne%20peuvent%20visualiser%20le%20produit%20ou%20le%20service.%20%20Un%20quart%20de%20clics%20en%20plus%20Sur%20base%20de%20ces%20r%C3%A9sultats,%20Netway%20a%20r%C3%A9dig%C3%A9%20une%20toute%20nouvelle%20version%20de%20la%20newsletter.%20%20Avec%20succ%C3%A8s,%20car%20%C2%AB%20selon%20les%20premi%C3%A8res%20%C3%A9valuations%20le%20nombre%20de%20clics%20aurait%20augment%C3%A9%20de%2025%%20en%20moyenne,%20compar%C3%A9%20%C3%A0%20l%E2%80%99ancienne%20newsletter%20%C2%BB,%20pr%C3%A9cise%20Hans%20Smellingckx,%20digital%20marketing%20manager%20chez%20Thomas%20Cook%20Belgium.\" title=\"\" target=\"_blank\" rel=\"noopener\">Dans le cadre de sa mission pour\u00a0 Thomas Cook<\/a><span>, Netway<\/span> a donc soumis un panel de consommateurs, dont\u00a0 4 n\u00e9erlandophones et 4 francophones, \u00e2g\u00e9s de 35 \u00e0 55 ans, au test IRM.<\/p>\n<p>\u00a0<\/p>\n<h2>Les n\u00e9erlandophones veulent \u00ab voir \u00bb le produit <\/h2>\n<p>Les membres du panel ont visionn\u00e9 diff\u00e9rentes\u00a0 newsletters \u00e9lectroniques du tour op\u00e9rateur et le scan des activit\u00e9s c\u00e9r\u00e9brales a d\u00e9montr\u00e9 que les n\u00e9erlandophones r\u00e9agissaient principalement aux stimuli visuels, alors que les francophones eux r\u00e9agissaient plut\u00f4t aux stimuli cognitifs. \u00ab Nous pouvons en d\u00e9duire de fa\u00e7on assez certaine que les n\u00e9erlandophones sont plus pragmatiques.\u00a0 Ils scannent la page pour d\u00e9terminer si l\u2019offre les int\u00e9resse ou non, mais n\u2019extrapolent pas cette information. Ils ne croient que ce qu\u2019ils voient. Les francophones par contre sont stimul\u00e9s par les \u00e9l\u00e9ments textuels et non visuels \u00bb, analyse\u00a0 Alain Dewispelaere, directeur de Netway, traduisant ainsi les r\u00e9sultats de l\u2019\u00e9tude pour les profanes.<\/p>\n<p>\nCes constations sont confirm\u00e9es par un test, o\u00f9 200.000 n\u00e9erlandophones et francophones visionnent un \u2018template\u2019 sans photos des h\u00f4tels. Le nombre de r\u00e9actions positives \u00e9tait deux fois plus \u00e9lev\u00e9 chez les francophones que chez les n\u00e9erlandophones, qui apparemment d\u00e9crochent imm\u00e9diatement s\u2019ils ne peuvent visualiser le produit ou le service.<\/p>\n<p>\u00a0<\/p>\n<h2>Un quart de clics en plus<\/h2>\n<p>Sur base de ces r\u00e9sultats, Netway a r\u00e9dig\u00e9 une toute nouvelle version de la newsletter.\u00a0 Avec succ\u00e8s, car \u00ab selon les premi\u00e8res \u00e9valuations le nombre de clics aurait augment\u00e9 de 25% en moyenne, compar\u00e9 \u00e0 l\u2019ancienne newsletter \u00bb, pr\u00e9cise Hans Smellingckx, digital marketing manager chez Thomas Cook Belgium.<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p><em>Traduit par Marie-No\u00eblle Masure<\/em><\/p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00a0 Mesurer l\u2019activit\u00e9 c\u00e9r\u00e9brale La m\u00e9thodologie de ce type d\u2019\u00e9tude comportementale a \u00e9t\u00e9 d\u00e9velopp\u00e9e par Netway. L\u2019entreprise belge se base sur le constat que 95% du comportement des internautes rel\u00e8ve de l\u2019inconscient. Toutefois m\u00eame si ce comportement est inconscient, il n\u2019en demeure pas moins mesurable. En effet notre cerveau r\u00e9agit \u00e0 des sentiments int\u00e9rieurs, \u00e0 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":84,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[34],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-1081","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-m-tail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>&#039;Les n\u00e9erlandophones et les francophones r\u00e9agissent diff\u00e9remment aux offres digitales&#039; - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/m-tail\/les-neerlandophones-et-les-francophones-reagissent-differemment-aux-offres-digitales\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"&#039;Les n\u00e9erlandophones et les francophones r\u00e9agissent diff\u00e9remment aux offres digitales&#039; - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"\u00a0 Mesurer l\u2019activit\u00e9 c\u00e9r\u00e9brale La m\u00e9thodologie de ce type d\u2019\u00e9tude comportementale a \u00e9t\u00e9 d\u00e9velopp\u00e9e par Netway. 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