{"id":975,"date":"2017-03-24T17:52:52","date_gmt":"2017-03-24T16:52:52","guid":{"rendered":"https:\/\/thelabinthebag.com\/fr\/?p=975"},"modified":"2017-04-05T11:13:41","modified_gmt":"2017-04-05T10:13:41","slug":"etude-agroparistech","status":"publish","type":"post","link":"https:\/\/thelabinthebag.com\/fr\/etude-agroparistech\/","title":{"rendered":"\u00c9tude AgroParisTech"},"content":{"rendered":"<h2>UNE SALLE IMMERSIVE POLY-SENSORIELLE POUR MESURER LES EFFETS DU CONTEXTE<\/h2>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/thelabinthebag.com\/fr\/wp-content\/uploads\/sites\/3\/2017\/03\/Bo\u00eete-de-nuit.jpg\" data-rel=\"lightbox-image-0\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-1015\" src=\"https:\/\/thelabinthebag.com\/fr\/wp-content\/uploads\/sites\/3\/2017\/03\/Bo\u00eete-de-nuit.jpg\" alt=\"Immersive Room-enceinte-polysensoriel-polysensoriel-multi-sensoriel-multisensoriel-vent-fum\u00e9e-brumisation-chaleur-froid-temp\u00e9rature-son-test produit-consommateur-marketing-communication-evenementiel-design\" width=\"600\" height=\"388\" srcset=\"https:\/\/thelabinthebag.com\/fr\/wp-content\/uploads\/sites\/3\/2017\/03\/Bo\u00eete-de-nuit.jpg 2500w, https:\/\/thelabinthebag.com\/fr\/wp-content\/uploads\/sites\/3\/2017\/03\/Bo\u00eete-de-nuit-300x194.jpg 300w, https:\/\/thelabinthebag.com\/fr\/wp-content\/uploads\/sites\/3\/2017\/03\/Bo\u00eete-de-nuit-1024x662.jpg 1024w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<p style=\"text-align: left\"><em><strong>L&rsquo;appr\u00e9ciation d&rsquo;un produit est fortement conditionn\u00e9e par son contexte d&rsquo;utilisation.<\/strong><\/em><\/p>\n<p>C&rsquo;est particuli\u00e8rement vrai pour les produits alimentaires, avec une perception qui pourra \u00eatre impact\u00e9e par le lieu et l&rsquo;heure de d\u00e9gustation, les autres aliments consomm\u00e9s simultan\u00e9ment, l&rsquo;\u00e9tat de sati\u00e9t\u00e9 du consommateur, le contexte social&#8230;autant de variables difficiles \u00e0 ma\u00eetriser.<\/p>\n<p>Ceci nous am\u00e8ne a recommander de r\u00e9aliser les tests de produits aupr\u00e8s de consommateurs dans les conditions les plus proches de la r\u00e9alit\u00e9 de consommation, ce qui est finalement assez ais\u00e9 pour les produits utilis\u00e9s \u00e0 domicile : il suffit de confier le produit \u00e0 des r\u00e9pondants et de les laisser l&rsquo;utiliser\u00a0selon leurs pratiques usuelles. Un \u00e9chantillon d&rsquo;au moins une centaine\u00a0de participants assurera\u00a0une diversit\u00e9 des usages proche de la r\u00e9alit\u00e9. Les ann\u00e9es d&rsquo;expertise de Rep\u00e8res en tests de produits nous ont permis de v\u00e9rifier la robustesse de ces m\u00e9thodes.<\/p>\n<p>En revanche, comment \u00e9valuer de mani\u00e8re fiable la perception d&rsquo;un produit consomm\u00e9 hors foyer, par exemple en caf\u00e9, en bo\u00eete de nuit, \u00e0 la plage&#8230; ?\u00a0Comment s&rsquo;assurer que les r\u00e9sultats en situation r\u00e9elle seront bien li\u00e9s \u00e0 la performance produit et non \u00e0 un effet du contexte (ambiance, climat &#8230;) ?<\/p>\n<p>Le d\u00e9partement <a href=\"https:\/\/thelabinthebag.com\/fr\/\">The Lab in the Bag<\/a>\u00a0de Rep\u00e8res s&rsquo;est empar\u00e9 de ces questions depuis 2 ans et vient de lancer une nouvelle version de son concept de <a href=\"https:\/\/thelabinthebag.com\/fr\/immersive-room\/\">salle immersive poly-sensorielle nomade<\/a>, qui permet de faire vivre une exp\u00e9rience produit en individuel ou en petit groupe,\u00a0en contr\u00f4lant les dimensions visuelles, auditives, olfactives et haptiques (chaleur, vent, brumisation&#8230;).<\/p>\n<p>Une premi\u00e8re\u00a0\u00e9tude avec ce dispositif vient d&rsquo;\u00eatre men\u00e9e en partenariat <a href=\"http:\/\/www.agroparistech.fr\/\">AgroParisTech<\/a>&#8211;<a href=\"http:\/\/reperes.eu\/\">Rep\u00e8res<\/a>, visant \u00e0 mesurer les effets du contexte sur l&rsquo;appr\u00e9ciation de bi\u00e8res sans alcool. Deux contextes immersifs, plage et discoth\u00e8que, ont \u00e9t\u00e9 compar\u00e9s \u00e0 une mesure en cabine sensorielle neutre.<\/p>\n<p>Les r\u00e9sultats sont tr\u00e8s instructifs avec en particulier la mise en \u00e9vidence d&rsquo;un fort effet de contexte pour un des 4 produits test\u00e9s. Il appara\u00eet \u00e9galement essentiel de bien valider son positionnement marketing dans le bon sc\u00e9nario : le produit gagnant sur la dimension \u00a0\u00ab\u00a0pour faire la f\u00eate\u00a0\u00bb \u00a0n&rsquo;est pas le m\u00eame lorsque les produits sont d\u00e9gust\u00e9s en environnement neutre ou en ambiance discoth\u00e8que !<\/p>\n<p>Enfin, point plus technique mais qui a son importance, nous avons v\u00e9rifi\u00e9 que l&rsquo;immersion \u00e9tait performante jusqu&rsquo;\u00e0 neutraliser l&rsquo;effet de l&rsquo;heure de test sur l&rsquo;appr\u00e9ciation produit ; tandis qu&rsquo;en environnement neutre, les participants\u00a0aux sessions du\u00a0matin \u00e9taient globalement moins\u00a0positifs.<\/p>\n<p>&nbsp;<\/p>\n<h4 style=\"margin-bottom: 5px;text-align: center\"><strong><a title=\"Etude Rep\u00e8res Agroparistech en salle immersive (mars 2017)\" href=\"\/\/www.slideshare.net\/f.abiven\/etude-repres-agroparistech-en-salle-immersive-mars-2017\" target=\"_blank\">Cliquez ici pour lire la synth\u00e8se de l&rsquo;\u00e9tude Rep\u00e8res AgroParisTech en salle immersive (mars 2017)<\/a><\/strong><\/h4>\n<p>&nbsp;<\/p>\n<blockquote>\n<h3 style=\"text-align: center\">Contactez-nous pour mener vos \u00e9tudes en environnement immersif !<\/h3>\n<\/blockquote>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>UNE SALLE IMMERSIVE POLY-SENSORIELLE POUR MESURER LES EFFETS DU CONTEXTE &nbsp; L&rsquo;appr\u00e9ciation d&rsquo;un produit est fortement conditionn\u00e9e par son contexte d&rsquo;utilisation. C&rsquo;est particuli\u00e8rement vrai pour les produits alimentaires, avec une perception qui pourra \u00eatre impact\u00e9e par le lieu et l&rsquo;heure de d\u00e9gustation, les autres aliments consomm\u00e9s simultan\u00e9ment, l&rsquo;\u00e9tat de sati\u00e9t\u00e9 du consommateur, le contexte social&#8230;autant [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":1019,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-975","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00c9tude AgroParisTech - THE LAB in The Bag FR<\/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:\/\/thelabinthebag.com\/fr\/etude-agroparistech\/\" \/>\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\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/thelabinthebag.com\\\/fr\\\/etude-agroparistech\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/thelabinthebag.com\\\/fr\\\/etude-agroparistech\\\/\"},\"author\":{\"name\":\"fabiven\",\"@id\":\"https:\\\/\\\/thelabinthebag.com\\\/fr\\\/#\\\/schema\\\/person\\\/3eed0d43927eccbaced4dd9e14c914d7\"},\"headline\":\"\u00c9tude AgroParisTech\",\"datePublished\":\"2017-03-24T16:52:52+00:00\",\"dateModified\":\"2017-04-05T10:13:41+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/thelabinthebag.com\\\/fr\\\/etude-agroparistech\\\/\"},\"wordCount\":474,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/thelabinthebag.com\\\/fr\\\/etude-agroparistech\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/thelabinthebag.com\\\/fr\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2017\\\/03\\\/Bo\u00eete-de-nuit1.jpg\",\"articleSection\":[\"Actualit\u00e9s\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/thelabinthebag.com\\\/fr\\\/etude-agroparistech\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/thelabinthebag.com\\\/fr\\\/etude-agroparistech\\\/\",\"url\":\"https:\\\/\\\/thelabinthebag.com\\\/fr\\\/etude-agroparistech\\\/\",\"name\":\"\u00c9tude AgroParisTech - 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