{"id":811444,"date":"2010-09-06T14:40:28","date_gmt":"2010-09-06T14:40:28","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/quest-ce-que-la-segmentation-inverse-et-pourquoi-est-elle-en-passe-de-devenir-un-outil-danalyse-de-marche-populaire\/"},"modified":"2023-09-04T13:09:22","modified_gmt":"2023-09-04T13:09:22","slug":"quest-ce-que-la-segmentation-inverse-et-pourquoi-est-elle-en-passe-de-devenir-un-outil-danalyse-de-marche-populaire","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/fr\/quest-ce-que-la-segmentation-inverse-et-pourquoi-est-elle-en-passe-de-devenir-un-outil-danalyse-de-marche-populaire\/","title":{"rendered":"Qu&rsquo;est-ce que la segmentation inverse ?"},"content":{"rendered":"<p>Il existe un article remarquable de <em><br \/>\n  <strong>Nico Peruzzi <\/strong><br \/>\n<\/em>sur la segmentation inverse, nous esp\u00e9rons qu&rsquo;il vous sera utile.<\/p>\n<p><!--more-->Je dois admettre que je n&rsquo;avais jamais entendu le terme \u00ab\u00a0segmentation inverse\u00a0\u00bb et je suis un fou de la segmentation.  &nbsp;Se pourrait-il que j&rsquo;aie manqu\u00e9 une \u00e9volution \u00e9norme en mati\u00e8re de <a href=\"https:\/\/www.questionpro.com\/blog\/what-is-market-segmentation\/\">segmentation<\/a> et d&rsquo;<a href=\"https:\/\/www.questionpro.com\/blog\/what-is-research\/\">\u00e9tude de<\/a> <a href=\"https:\/\/www.questionpro.com\/blog\/what-is-market-segmentation\/\">march\u00e9<\/a>?  &nbsp;Non.  &nbsp;Il y a de fortes chances que vous l&rsquo;ayez d\u00e9j\u00e0 pratiqu\u00e9 et que vous vous soyez d\u00e9j\u00e0 d\u00e9battu avec lui, mais que vous ne sachiez pas que c&rsquo;est ainsi qu&rsquo;on l&rsquo;appelle aujourd&rsquo;hui.<\/p>\n<h2><strong>D\u00e9finition du processus de segmentation inverse<\/strong><\/h2>\n<p>Commen\u00e7ons par les bases : segmenter, c&rsquo;est regrouper. &nbsp;Les responsables marketing et les propri\u00e9taires de petites entreprises savent et comprennent intuitivement que des groupes plus petits et plus cibl\u00e9s sont plus d\u00e9sirables&nbsp;&nbsp; parce que nous pouvons d\u00e9velopper un message qui les attire et qui les incite \u00e0 nous choisir.<\/p>\n<p>Il existe g\u00e9n\u00e9ralement deux <a href=\"https:\/\/www.questionpro.com\/blog\/types-of-market-segmentation\/\">types de segmentation du march\u00e9<\/a>:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.questionpro.com\/blog\/demographic-segmentation\/\">Segmentation d\u00e9mographique<\/a> (segments plus concrets et observables tels que le sexe, le revenu, l&rsquo;\u00e2ge, etc.)<\/li>\n<li><a href=\"https:\/\/www.questionpro.com\/blog\/psychographic-segmentation\/\">Segmentation psychographique<\/a> (attributs \u00e9motionnels, aspirationnels, attitudinaux tels que l&rsquo;ind\u00e9pendance, l&rsquo;organisation, le sens pratique ou la prudence).<\/li>\n<\/ul>\n<p>La segmentation est souvent critiqu\u00e9e en ce sens que nous recueillons g\u00e9n\u00e9ralement des informations d\u00e9mographiques ou psychographiques, mais pas vraiment les deux \u00e0 la fois.  &nbsp;C&rsquo;est l\u00e0 qu&rsquo;intervient la \u00ab\u00a0segmentation inverse\u00a0\u00bb.<\/p>\n<h3><strong>Quel est l&rsquo;\u00e9l\u00e9ment d\u00e9clencheur de la segmentation inverse ? Comment savoir si vous devez le faire ?<\/strong><\/h3>\n<p>Supposons que vous disposiez d\u00e9j\u00e0 d&rsquo;un segment de client\u00e8le compos\u00e9 de femmes de l&rsquo;Ohio \u00e2g\u00e9es de 25 \u00e0 35 ans ayant suivi des \u00e9tudes sup\u00e9rieures et qui ach\u00e8tent votre produit. Et maintenant, vous vous demandez combien d&rsquo;entre eux sont des procrastinateurs ou combien d&rsquo;entre eux font du parachutisme ?  &nbsp;En effet, si plus de 50 % des personnes interrog\u00e9es sont des procrastinateurs, vous pouvez d\u00e9velopper une offre qui leur est destin\u00e9e. Cela ressemble \u00e0 un travail de <strong>segmentation inverse<\/strong>.<\/p>\n<p>Richard Hamer de Deft Research pr\u00e9sente les choses autrement dans son article intitul\u00e9 \u00ab\u00a0What the Heck is Reverse Segmentation Research ?\u00a0\u00bb (Qu&rsquo;est-ce que la recherche par segmentation inverse ?). Il a expliqu\u00e9 qu&rsquo;il suffisait de prendre les donn\u00e9es d\u00e9mographiques que l&rsquo;on poss\u00e8de d\u00e9j\u00e0 dans une base de donn\u00e9es clients existante et de faire des recherches suppl\u00e9mentaires pour attribuer de nouvelles donn\u00e9es (peut-\u00eatre psychographiques).<\/p>\n<p><strong>Utiliser les variables personnalis\u00e9es de <a class=\"zem_slink\" title=\"QuestionPro\" href=\"https:\/\/www.questionpro.com\" rel=\"homepage\">QuestionPro<\/a> et de <a class=\"zem_slink\" title=\"Analyse de l'enqu\u00eate\" href=\"https:\/\/www.surveyanalytics.com\" rel=\"homepage\">Survey Analytics<\/a> pour effectuer une segmentation inverse<\/strong><\/p>\n<p>Apr\u00e8s avoir lu cela, la premi\u00e8re chose qui m&rsquo;est venue \u00e0 l&rsquo;esprit, ce sont les centaines d&rsquo;<a href=\"https:\/\/www.questionpro.com\/blog\/surveys\/\">enqu\u00eates<\/a> que j&rsquo;ai r\u00e9alis\u00e9es \u00e0 l&rsquo;aide des outils de variables personnalis\u00e9es de QuestionPro. &nbsp;C&rsquo;est l\u00e0 que j&rsquo;ai mis les donn\u00e9es que je connaissais d\u00e9j\u00e0 sur mes clients. Par exemple, je voulais savoir si les clients qui effectuaient des transactions fr\u00e9quentes et multiples avaient des niveaux de satisfaction diff\u00e9rents de ceux qui \u00e9taient moins experts et effectuaient peu de transactions.<\/p>\n<p>Nous avons pris notre base de donn\u00e9es existante et cr\u00e9\u00e9 4 segments bas\u00e9s sur le nombre de transactions effectu\u00e9es par ces clients.  &nbsp;Nous avons ensuite r\u00e9alis\u00e9 l&rsquo;enqu\u00eate et rattach\u00e9 leurs r\u00e9sultats de satisfaction \u00e0 ces segments. Ensuite, nous avons effectu\u00e9 des analyses pour voir s&rsquo;il y avait une diff\u00e9rence.<\/p>\n<p>Il s&rsquo;av\u00e8re que la segmentation inverse est peut-\u00eatre un nouveau terme, mais nous disposons depuis toujours des outils n\u00e9cessaires pour la mettre en \u0153uvre.<\/p>\n<p>Quelle est votre exp\u00e9rience de la \u00ab\u00a0segmentation invers\u00e9e\u00a0\u00bb ?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Il existe un article remarquable de Nico Peruzzi sur la segmentation inverse, nous esp\u00e9rons qu&rsquo;il vous sera utile.<\/p>\n","protected":false},"author":128,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[1443],"tags":[1750,1752,1751,1749,1753,1517,1755,1521,1754],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Qu&#039;est-ce que la segmentation inverse ? | QuestionPro<\/title>\n<meta name=\"description\" content=\"Il existe un article remarquable de Nico Peruzzi sur la segmentation inverse, nous esp\u00e9rons qu&#039;il vous sera utile. Je dois admettre que je n&#039;avais jamais\" \/>\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.questionpro.com\/blog\/fr\/quest-ce-que-la-segmentation-inverse-et-pourquoi-est-elle-en-passe-de-devenir-un-outil-danalyse-de-marche-populaire\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Qu&#039;est-ce que la segmentation inverse ? | QuestionPro\" \/>\n<meta property=\"og:description\" content=\"Il existe un article remarquable de Nico Peruzzi sur la segmentation inverse, nous esp\u00e9rons qu&#039;il vous sera utile. 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