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Le Full Data

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À l’ère du Big Data, un nombre grandissant d’entreprises et d’agences web se dotent d’anthropologues. Il semble qu’un arrimage probant des efforts de recherche conduits sur le web et sur le terrain reste toujours à faire. Ici comme dans l’imaginaire collectif, la frontière entre virtuel et réel persiste. Éliminer cette frontière pour aborder le virtuel et le réel comme de simples facettes de la réalité humaine permet de penser et de créer le numérique avec, pour point focal, l’humain plutôt que l’utilisateur.

Comment créer des produits numériques arrimés à la réalité du consommateur?
Comment combiner les données issues du numériques à celles issues du terrain?
Comment profiter de cette approche novatrice?

Une présentation de Catherine Bourbeau, anthropologue numérique, TELUS Québec et Marie-Nathalie Poirier, stratège numérique, TELUS Québec

Published in: Marketing
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Le Full Data

  1. 1. 1-May-14 L e F u l l D a t a Le Full Data L’avenir du numérique? Catherine Bourbeau | anthropologue numérique, TELUS Québec | @catbourbeau Marie-Nathalie Poirier | stratège numérique, TELUS Québec | @mnpoirier
  2. 2. 1-May-14 L e F u l l D a t a
  3. 3. Les gens ont changé. 1-May-14 L e F u l l D a t a
  4. 4. Les entreprises n’ont plus le choix que de répondre à cette nouvelle réalité. 1-May-14 L e F u l l D a t a
  5. 5. “Il faut connaître le consommateur!” 1-May-14 L e F u l l D a t a
  6. 6. Coin droit : Doc Brown, le data scientist 1-May-14 L e F u l l D a t a
  7. 7. Le Big Data 1-May-14 L e F u l l D a t a
  8. 8. Big data is like teenage sex: everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it... -Dan Ariely 1-May-14 L e F u l l D a t a
  9. 9. Coin gauche : Marty, l’intuitif 1-May-14 L e F u l l D a t a
  10. 10. L’ethnographie 1-May-14 L e F u l l D a t a
  11. 11. Ethnography is like teenage sex: everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it... 1-May-14 L e F u l l D a t a
  12. 12. Bref, nous avons quelques enjeux au niveau de l’application des méthodes… 1-May-14 L e F u l l D a t a
  13. 13. Et des disciplines qui se tournent le dos! 1-May-14 L e F u l l D a t a
  14. 14. Au-delà de tout cela : un problème dans la façon dont on perçoit l’individu. 1-May-14 L e F u l l D a t a
  15. 15. Consommateur 1-May-14 L e F u l l D a t a
  16. 16. Consommateur > Usager 1-May-14 L e F u l l D a t a
  17. 17. Consommateur > Usager > Humain 1-May-14 L e F u l l D a t a
  18. 18. IRL, c’est partout! 1-May-14 L e F u l l D a t a
  19. 19. 1 réalité = 1 stratégie de recherche 1-May-14 L e F u l l D a t a
  20. 20. Notre solution : Le Full Data 1-May-14 L e F u l l D a t a
  21. 21. Big Picture 1-May-14 L e F u l l D a t a
  22. 22. Big Picture < Full Picture 1-May-14 L e F u l l D a t a
  23. 23. Approche couplant des méthodes de recherche quantitatives et qualitatives et visant à atteindre un plus haut niveau de validité sans pour autant sacrifier l’agilité au passage. 1-May-14 L e F u l l D a t a DÉFINITION DU FULL DATA
  24. 24. Full Data ≠ Tout le data 1-May-14 L e F u l l D a t a
  25. 25. “Bref, l’approche Full Data c’est aussi l’art de couper les coins rond… Intelligemment.” 1-May-14 L e F u l l D a t a
  26. 26. Aborder les types de données dans un même état d’esprit, en faisant place à l’instinct et en usant de créativité, de souplesse et de rigueur. 1-May-14 L e F u l l D a t a FULL DATA : COMMENT?
  27. 27. Doit avoir plus de créativité dans les sources de données à utiliser et plus de souplesse dans l’analyse mais plus de rigueur pour vérifier l’intégrité des sources. 1-May-14 L e F u l l D a t a LE QUANTITATIF
  28. 28. Doit faire preuve de plus de rigueur dans la planification et la conduite de la recherche et de plus de souplesse et de créativité dans l’adaptation de ses méthodes au contexte d’affaires. 1-May-14 L e F u l l D a t a LE QUALITATIF
  29. 29. Arrimer les activités de recherche pour qu’elles se nourrissent l’une l’autre et se répondent. 1-May-14 L e F u l l D a t a LE NERF DE LA GUERRE
  30. 30. 1-May-14 L e F u l l D a t a 1948 2 Mariages 2 Enfants Succès en affaires Riche Aime les chiens Passe les vacances d’hiver dans les Alpes 1948 2 Mariages 2 Enfants Succès en affaires Riche Aime les chiens Passe les vacances d’hiver dans les Alpes ?
  31. 31. 1-May-14 L e F u l l D a t a Prince Charles Prince des Ténèbres 1948 2 Mariages 2 Enfants Succès en affaires Riche Aime les chiens Passe les vacances d’hiver dans les Alpes 1948 2 Mariages 2 Enfants Succès en affaires Riche Aime les chiens Passe les vacances d’hiver dans les Alpes
  32. 32. Full Data : en pratique 1-May-14 L e F u l l D a t a
  33. 33. Une équipe pluridisciplinaire 1-May-14 L e F u l l D a t a
  34. 34. Le temps, le budget, la nature du projet. 1-May-14 L e F u l l D a t a 3 VARIABLES
  35. 35. 1-May-14 L e F u l l D a t a 3 TYPES DE SOURCES Froid Tiède Chaud Cybermétrie Sondage Observation Intentions de recherche Écoute sociale Shadowing Données média Tests UX Entrevues Données de vente POS Tri de carte Idéation Données d’industrie Analyse contextuelle Product testing
  36. 36. 1-May-14 L e F u l l D a t a 4 SPHÈRES D’ÉTUDE COMPÉTITION CONSOMMATEURS ENTREPRISE MARQUE
  37. 37. Le but : atteindre la validité plus rapidement, à moindre coût 1-May-14 L e F u l l D a t a
  38. 38. Le but ultime: un full ROI! 1-May-14 L e F u l l D a t a
  39. 39. 1-May-14 L e F u l l D a t a EN RÉSUMÉ 1.  Mise en place d’une équipe pluridisciplinaire 2.  Paramétrage de la recherche selon la nature du projet, le temps et le budget 3.  Sélection des sources de données qualitatives et quantitatives 4.  Étude de l’entreprise, de la marque, de la compétition et des consommateurs
  40. 40. 1-May-14 L e F u l l D a t a Le Full Data Le présent du numérique @catbourbeau @mnpoirier

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