{"id":91027,"date":"2024-01-15T15:19:45","date_gmt":"2024-01-15T14:19:45","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=91027"},"modified":"2024-01-15T15:19:47","modified_gmt":"2024-01-15T14:19:47","slug":"lacquisition-par-yougov-ouvre-un-nouveau-monde-pour-consumer-panel-services-gfk","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/lacquisition-par-yougov-ouvre-un-nouveau-monde-pour-consumer-panel-services-gfk\/","title":{"rendered":"L’acquisition par YouGov \u00ab\u00a0ouvre un nouveau monde\u00a0\u00bb pour Consumer Panel Services GfK"},"content":{"rendered":"\n

La semaine derni\u00e8re, l’institut d’\u00e9tudes de march\u00e9 britannique YouGov a finalis\u00e9 l’acquisition de Consumer Panel Services GfK. Pour l’instant, peu de choses changeront pour les clients, mais \u00e0 terme, le service sera consid\u00e9rablement \u00e9largi, affirment Stefan Heremans et Davy Van Raemdonck.<\/p>\n\n\n\n

Une perspective plus large<\/h2>\n\n\n\n

La vente du panel de consommateurs est une cons\u00e9quence de la fusion entre GfK et Nielsen IQ annonc\u00e9e en 2022 : selon la Commission europ\u00e9enne, les activit\u00e9s de panel de GfK et de Nielsen IQ se chevauchent trop<\/a>.  \u00ab Le march\u00e9 s’est montr\u00e9 tr\u00e8s int\u00e9ress\u00e9, car il s’agit d’une unit\u00e9 forte \u00bb, explique Stefan Heremans, directeur g\u00e9n\u00e9ral de CPS GfK. \u00ab Apr\u00e8s les premiers entretiens avec YouGov, nous avons \u00e9t\u00e9 convaincus : l’ADN est le m\u00eame. Il s’agit d’une entreprise \u00e0 forte croissance, nous allons investir ensemble \u00bb.<\/p>\n\n\n\n

YouGov est un acteur plus \u00ab jeune \u00bb dans le domaine des \u00e9tudes de march\u00e9, \u00e2g\u00e9 d’environ 20 ans. La soci\u00e9t\u00e9 est particuli\u00e8rement forte dans le domaine des \u00e9tudes d’opinion et a connu une forte croissance ces derni\u00e8res ann\u00e9es : elle est aujourd’hui pr\u00e9sente dans 55 pays. YouGov est \u00e9galement d\u00e9j\u00e0 pr\u00e9sent en Belgique avec un panel, g\u00e9r\u00e9 \u00e0 distance – il n’y a pas d’\u00e9quipe locale.<\/p>\n\n\n\n

A court terme, peu de choses changeront pour les clients, assure Heremans : \u00ab Le service restera le m\u00eame, avec les m\u00eames \u00e9quipes. Nous conserverons \u00e9galement le nom de CPS GfK pour le moment. Mais il est possible que nous commencions \u00e0 \u00e9largir le service : alors que nous nous sommes toujours concentr\u00e9s sur ce que les gens ach\u00e8tent et pourquoi ils l’ach\u00e8tent, YouGov ajoute la fa\u00e7on dont les gens pensent, ce qu’ils recherchent. Ils consid\u00e8rent le m\u00eame consommateur d’un point de vue plus large \u00bb.<\/p>\n\n\n\n

Parcours du client cartographi\u00e9<\/h2>\n\n\n\n

\u00ab Gr\u00e2ce \u00e0 la combinaison avec YouGov, nous avons la possibilit\u00e9 d’obtenir une vue \u00e0 360\u00b0 de l’acheteur \u00bb, explique Davy Van Raemdonck, directeur du panel de consommateurs. \u00ab Aujourd’hui, nous savons d\u00e9j\u00e0 qui ach\u00e8te quoi, o\u00f9 et quand, et pourquoi. Nous pouvons enrichir ces donn\u00e9es gr\u00e2ce aux opinions recueillies par YouGov. L’entreprise est \u00e9galement tr\u00e8s performante en mati\u00e8re de cartographie de la consommation des m\u00e9dias. Nous serons donc en mesure d’\u00e9tablir un lien entre le comportement d’achat et les habitudes m\u00e9diatiques. Nous aurons ainsi une vue d’ensemble de tous les points de contact du parcours du client \u00bb.<\/p>\n\n\n\n

Le panel en ligne de YouGov compl\u00e8te et renforce donc le panel de consommateurs qui cartographie le comportement d’achat de 6 000 m\u00e9nages. \u00ab Un nouveau monde s’ouvre. \u00bb<\/p>\n\n\n\n

CPS GfK est aujourd’hui pr\u00e9sent dans 18 pays : la Suisse et la Norv\u00e8ge viennent de s’y ajouter. En Belgique, le panel vient d’achever la transition vers l’application MyScan. Les membres du panel n’utilisent plus l’appareil de scannage traditionnel : chacun des 6.000 m\u00e9nages saisit d\u00e9sormais ses achats via l’application mobile, qui offre la possibilit\u00e9 de poser des questions suppl\u00e9mentaires.<\/p>\n","protected":false},"excerpt":{"rendered":"

La semaine derni\u00e8re, l’institut d’\u00e9tudes de march\u00e9 britannique YouGov a finalis\u00e9 l’acquisition de Consumer Panel Services GfK. 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