{"id":1204,"date":"2018-04-13T16:58:40","date_gmt":"2018-04-13T15:58:40","guid":{"rendered":"https:\/\/thelabinthebag.com\/fr\/?p=1204"},"modified":"2018-04-13T17:02:52","modified_gmt":"2018-04-13T16:02:52","slug":"on-parle-de-nos-espaces-immersifs","status":"publish","type":"post","link":"https:\/\/thelabinthebag.com\/fr\/on-parle-de-nos-espaces-immersifs\/","title":{"rendered":"Parution dans le magazine Marketing"},"content":{"rendered":"

On parle de nos espaces immersifs dans le magazine Marketing<\/h2>\n
\n

Notre innovation fait beaucoup d’effets !<\/h3>\n<\/blockquote>\n

La r\u00e9alit\u00e9 virtuelle, en se g\u00e9n\u00e9ralisant, augure un renouvellement des outils employ\u00e9s par les instituts d’\u00e9tude, en recr\u00e9ant un contexte de consommation capable de solliciter suffisamment les sens du r\u00e9pondant pour s’approcher de la r\u00e9alit\u00e9. Mais elle n\u00e9cessite de mettre un casque, un frein en soi pour certains experts des \u00e9tudes qui craignent un effet \u00ab\u00a0wahou\u00a0\u00bb, \u00e0 m\u00eame de rendre les r\u00e9pondants trop enthousiastes. Elle exige aussi de concevoir un environnement physique en rapport avec l’\u00e9tude, pour favoriser l’immersion : pouvoir toucher le produit mais aussi le pr\u00e9sentoir. Des contraintes que veut lever The Lab in the bag, start-up lanc\u00e9e avec le soutien de l’institut d’\u00e9tude Rep\u00e8res et sp\u00e9cialiste des cabines immersives nomades.<\/p>\n

Pour les produits de consommation courante, les tests \u00e0 domicile sont toujours plus efficace aux tests en laboratoire car ils reproduisent les conditions r\u00e9elles d’utilisation. Mais comment faire pour ceux qui se consomment principalement \u00e0 la plage ou en bo\u00eete de nuit ?<\/em>\u00a0questionne Fran\u00e7ois ABIVEN, son Directeur G\u00e9n\u00e9ral.<\/p><\/blockquote>\n

Pour lui et\u00a0pour Jacques-Henry PINHAS, dg The Lab in the Bag, la r\u00e9ponse prend la forme d’une cabine circulaire accueillant un seul individu ou un focus groupe entier, ce qui est difficilement r\u00e9alisable en r\u00e9alit\u00e9 virtuelle.<\/p>\n

Nous diffusons le son, la chaleur et l’odeur d’iode caract\u00e9ristique d’une plage, jusqu’\u00e0 reproduire l’effet de bruine que l’on ressent \u00e0 proximit\u00e9 des vagues,<\/em> d\u00e9taille Jacques-Henry PINHAS.<\/p><\/blockquote>\n

Sans oublier bien s\u00fbr l’\u00e9cran courbe qui diffuse des images de la plage \u00e0 90\u00b0, 180\u00b0 ou 360\u00b0. Le tout est synchronis\u00e9 gr\u00e2ce \u00e0 une technologie brevet\u00e9e, dont le sc\u00e9nario est modifiable quasiment en temps r\u00e9el, tandis qu’une batterie de capteurs (eye-tracking, reconnaissance faciale, cam\u00e9ra thermique) enrichit les r\u00e9ponses que donnent les consommateurs.<\/p>\n

Nous avons remarqu\u00e9 que l’immersion est si pouss\u00e9e, qu’elle annule par exemple l’effet de l’heure, qui va faire que les r\u00e9sultats aux tests d’une bi\u00e8re seront globalement moins bons en d\u00e9but de matin\u00e9e que le soir,<\/em> conclut Fran\u00e7ois ABIVEN.<\/p><\/blockquote>\n

\"immersive-space-multi-sensory-modular-nomadic\"<\/a><\/p>\n

 <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

On parle de nos espaces immersifs dans le magazine Marketing Notre innovation fait beaucoup d’effets ! La r\u00e9alit\u00e9 virtuelle, en se g\u00e9n\u00e9ralisant, augure un renouvellement des outils employ\u00e9s par les instituts d’\u00e9tude, en recr\u00e9ant un contexte de consommation capable de solliciter suffisamment les sens du r\u00e9pondant pour s’approcher de la r\u00e9alit\u00e9. Mais elle n\u00e9cessite de […]<\/p>\n","protected":false},"author":5,"featured_media":1205,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1204","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites"],"yoast_head":"\nNos espaces immersifs font beaucoup d'effets !<\/title>\n<meta name=\"description\" content=\"On parle de nos espaces immersifs multi-sensoriels et modulaires dans le magazine Marketing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thelabinthebag.com\/fr\/on-parle-de-nos-espaces-immersifs\/\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"fabiven\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" 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