{"id":5683,"date":"2025-11-06T16:45:39","date_gmt":"2025-11-06T21:45:39","guid":{"rendered":"https:\/\/www.calian.com\/resources\/case-studies\/marketing-research\/"},"modified":"2025-11-25T11:08:09","modified_gmt":"2025-11-25T16:08:09","slug":"marketing-research","status":"publish","type":"case-study","link":"https:\/\/www.calian.com\/resources\/fr\/etudes-de-cas\/marketing-research\/","title":{"rendered":"Recherche en marketing"},"content":{"rendered":"\n<div class=\"tbk-hydrate-component\" data-cid=\"a75405d2-b552-46dc-b5db-c27a5b63ccb7\" data-component=\"Spacer\"><div class=\"calian-spacer calian-spacer--large wp-block-calian-com-components-calian-spacer\"><\/div><\/div>\n\n<div class=\"tbk-hydrate-component\" data-cid=\"e1ed1782-819b-4767-97bc-65f54277c13d\" data-component=\"LocationIntroContent\"><div class=\"calian-location-intro-content wp-block-calian-com-components-calian-location-intro-content\"><div class=\"calian-location-intro-content__container container-fluid\"><div class=\"row\"><div class=\"calian-location-intro-content__top col-12\"><h2 class=\"calian-location-intro-content__heading\">Calian et NielsenIQ : Pionniers de la RV et de la RA dans le commerce de d\u00e9tail<\/h2><p class=\"calian-location-intro-content__intro-text\">Calian a collabor\u00e9 avec NielsenIQ pour recueillir des donn\u00e9es sur le comportement et les pr\u00e9f\u00e9rences des clients en utilisant la r\u00e9alit\u00e9 augment\u00e9e (RA) et la r\u00e9alit\u00e9 virtuelle (RV). Ces solutions ont fourni des donn\u00e9es sur la mani\u00e8re dont les clients s&#8217;int\u00e9ressent aux produits en magasin, afin d&#8217;\u00e9clairer les strat\u00e9gies de marketing.<\/p><\/div><\/div><div class=\"row\"><\/div><\/div><\/div><\/div>\n\n<div class=\"tbk-hydrate-component\" data-cid=\"73b4b4da-7f1e-469e-8b9d-ee57c7674797\" data-component=\"VideoShowcase\"><div class=\"video-showcase px-3 py-5 py-lg-8 overlay-themed no-content wp-block-calian-com-components-calian-video-showcase\"><div class=\"video-showcase__container align-items-center mw-1240px d-flex gap-5 flex-column justify-content-center\"><div class=\"video-showcase__video-wrapper mx-auto w-100\"><div class=\"video-showcase__video mx-auto rounded-5\"><button class=\"btn-play\">Lire la vid\u00e9o<\/button><\/div><\/div><\/div><\/div><\/div>\n\n<div class=\"tbk-hydrate-component\" data-cid=\"a75405d2-b552-46dc-b5db-c27a5b63ccb7\" data-component=\"Spacer\"><div class=\"calian-spacer calian-spacer--large wp-block-calian-com-components-calian-spacer\"><\/div><\/div>\n\n<div class=\"tbk-hydrate-component\" data-cid=\"5d668553-3547-4ef8-bf4f-88e0e619fb7b\" data-component=\"AlternatingTextAndImages\"><div class=\"calian-alternating-text-and-images overflow-hidden wp-block-calian-com-components-calian-alternating-text-and-images\"><div class=\"calian-alternating-text-and-images__container container-fluid\"><div class=\"\"><div class=\"row gx-md-6 justify-content-lg-start justify-content-lg-start mb-3 mb-md-9\"><div class=\"col-12 col-md mb-3\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/sites.calian.com\/app\/uploads\/sites\/5\/2023\/11\/img-1-1024x482.jpg\" alt=\"\" width=\"1024\" height=\"482\" class=\"rounded-5 img-fluid w-100 h-250px h-md-373px object-fit-cover\"\/><\/div><div class=\"col-12 col-md\"><h3>SmartStore VR<\/h3><div class=\"calian-alternating-text-and-images__text mb-3\">Nous avons mis au point une simulation en RV en 3D et \u00e0 360 degr\u00e9s de plusieurs sc\u00e9narios d&#8217;environnement de magasin pour mesurer les pr\u00e9f\u00e9rences des acheteurs. SmartStore aide les d\u00e9taillants et les fabricants \u00e0 mesurer, \u00e9valuer et optimiser une s\u00e9rie de concepts de vente au d\u00e9tail en fonction de la mani\u00e8re dont les acheteurs r\u00e9agissent aux produits en magasin. La solution capture le suivi des yeux et la dilatation de la pupille pour mesurer la r\u00e9action humaine. Ces donn\u00e9es permettent de mesurer l&#8217;efficacit\u00e9 de la marchandise sur le lieu de vente en fonction de ce que les acheteurs \u00ab voient, pensent et font \u00bb, afin d&#8217;\u00e9clairer les choix en mati\u00e8re de marketing et de placement des produits. <\/div><div class=\"calian-alternating-text-and-images__ctas mb-3 d-flex flex-wrap gap-3\"><\/div><\/div><\/div><div class=\"row gx-md-6 flex-row-reverse justify-content-lg-between justify-content-lg-start mb-3 mb-md-9\"><div class=\"col-12 col-md mb-3\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/sites.calian.com\/app\/uploads\/sites\/5\/2023\/11\/img-2-1024x501.jpg\" alt=\"\" width=\"1024\" height=\"501\" class=\"rounded-5 img-fluid w-100 h-250px h-md-373px object-fit-cover\"\/><\/div><div class=\"col-12 col-md\"><h3>SmartShopper-AR<\/h3><div class=\"calian-alternating-text-and-images__text mb-3\">Nous avons d\u00e9velopp\u00e9 une application mobile de r\u00e9alit\u00e9 augment\u00e9e qui balaie, suit et augmente les actifs virtuels dans un environnement commercial. SmartShopper-AR permet aux responsables du marketing en magasin de visualiser leurs futures activit\u00e9s et d&#8217;\u00e9valuer les r\u00e9actions des acheteurs \u00e0 un affichage saisonnier, \u00e0 du mat\u00e9riel de point de vente ou \u00e0 l&#8217;emplacement d&#8217;un produit. Smartshopper-AR fournit des donn\u00e9es de mani\u00e8re rapide et rentable, sans cr\u00e9er de maquettes physiques ni perturber l&#8217;activit\u00e9 des acheteurs en magasin.<\/div><div class=\"calian-alternating-text-and-images__ctas mb-3 d-flex flex-wrap gap-3\"><\/div><\/div><\/div><div class=\"row gx-md-6 justify-content-lg-start justify-content-lg-start\"><div class=\"col-12 col-md mb-3\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/sites.calian.com\/app\/uploads\/sites\/5\/2023\/11\/img-3-1024x545.jpg\" alt=\"\" width=\"1024\" height=\"545\" class=\"rounded-5 img-fluid w-100 h-250px h-md-373px object-fit-cover\"\/><\/div><div class=\"col-12 col-md\"><h3>Automatisation des mod\u00e8les 3D<\/h3><div class=\"calian-alternating-text-and-images__text mb-3\">Pour construire des mod\u00e8les 3D, nous avons d\u00e9velopp\u00e9 un programme qui balaie des objets du monde r\u00e9el et les cr\u00e9e num\u00e9riquement sous forme de mod\u00e8les 3D FBX enti\u00e8rement fonctionnels. La cr\u00e9ation de nouveaux mod\u00e8les 3D pour les applications de RV et de RA prend moins d&#8217;une minute. Le gain de temps est consid\u00e9rable par rapport aux jours ou aux semaines n\u00e9cessaires \u00e0 la cr\u00e9ation d&#8217;une mod\u00e9lisation 3D traditionnelle d&#8217;objets individuels.<\/div><div class=\"calian-alternating-text-and-images__ctas mb-3 d-flex flex-wrap gap-3\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n\n<div class=\"tbk-hydrate-component\" data-cid=\"a75405d2-b552-46dc-b5db-c27a5b63ccb7\" data-component=\"Spacer\"><div class=\"calian-spacer calian-spacer--large wp-block-calian-com-components-calian-spacer\"><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Neilsen fournit des donn\u00e9es pr\u00e9cieuses sur le comportement et les pr\u00e9f\u00e9rences des consommateurs, ce qui permet d&#8217;orienter les campagnes de marketing. En utilisant une solution de r\u00e9alit\u00e9 virtuelle (RV), Calian a aid\u00e9 \u00e0 obtenir de nouvelles informations sur les pr\u00e9f\u00e9rences des clients.<\/p>\n","protected":false},"featured_media":5682,"template":"","business_unit":[125],"solution":[145],"industry":[161],"type_classification":[],"class_list":["post-5683","case-study","type-case-study","status-publish","has-post-thumbnail","hentry","business_unit-apprentissage","solution-apprentissage-et-formation","industry-gouvernement-et-service-public"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Recherche en marketing - Ressources<\/title>\n<meta name=\"description\" content=\"Calian a utilis\u00e9 la r\u00e9alit\u00e9 virtuelle pour aider Nielsen \u00e0 d\u00e9couvrir de nouvelles donn\u00e9es sur le comportement et les pr\u00e9f\u00e9rences des consommateurs.\" \/>\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.calian.com\/resources\/fr\/etudes-de-cas\/marketing-research\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Recherche en marketing - 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