{"id":2446,"date":"2025-05-02T00:38:00","date_gmt":"2025-05-02T00:38:00","guid":{"rendered":"https:\/\/impactmemoire.com\/?p=2446"},"modified":"2025-05-14T08:58:33","modified_gmt":"2025-05-14T08:58:33","slug":"im-flash-pre-testez-vos-idees-2","status":"publish","type":"post","link":"https:\/\/impactmemoire.com\/en\/im-flash-pre-testez-vos-idees-2\/","title":{"rendered":"LE PR\u00c9-TEST PUBLICITAIRE, UNE GARANTIE D\u2019EFFICACIT\u00c9"},"content":{"rendered":"<p>Post-tester au lieu de pr\u00e9-tester\u2026 c\u2019est un peu comme v\u00e9rifier son parachute une fois que l\u2019on a saut\u00e9&nbsp;!<\/p>\n\n\n\n<p>Pourtant, beaucoup prennent le risque de d\u00e9couvrir trop tard que leur campagne ne fonctionne pas, \u00e0 un stade o\u00f9 les budgets ont d\u00e9j\u00e0 \u00e9t\u00e9 engag\u00e9s, le temps investi et o\u00f9 il devient beaucoup plus difficile d\u2019optimiser les projets.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"le-pre-test-pour-securiser-votre-performance-publicitaire\"><strong><strong>Le pr\u00e9-test pour s\u00e9curiser votre performance publicitaire<\/strong><\/strong><\/h2>\n\n\n\n<p>Tester son projet <strong>en amont dans le processus cr\u00e9atif<\/strong>, c\u2019est <strong>48%<\/strong>* de performance publicitaire en plus.<\/p>\n\n\n\n<p>Mais c\u2019est \u00e9galement un stade o\u00f9 le test publicitaire fait face \u00e0 des enjeux de biais&nbsp;: ceux li\u00e9s \u00e0 un mat\u00e9riel non d\u00e9finitif.<\/p>\n\n\n\n<p>Le consommateur interview\u00e9 n\u2019\u00e9tant pas habitu\u00e9 \u00e0 ce type de mat\u00e9riel, il risque de&nbsp;:<\/p>\n\n\n\n<ul>\n<li>Ne pas parvenir \u00e0 se projeter correctement \u00e0 travers un simple storyboard ou script. <\/li>\n\n\n\n<li>Injecter un jugement subjectif bas\u00e9 sur le mat\u00e9riel (le crayonn\u00e9 du storyboard, mauvaise interpr\u00e9tation des intentions cr\u00e9atives&#8230;) et non sur l\u2019id\u00e9e cr\u00e9a.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>S\u2019il est essentiel de pr\u00e9-tester t\u00f4t dans le processus cr\u00e9atif mais que cela signifie faire face \u00e0 des risques de biais, comment faire&nbsp;?<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"la-solution-par-les-sciences\"><strong><strong>La solution par les sciences<\/strong><\/strong><\/h2>\n\n\n\n<p>Il est possible d\u2019\u00e9viter ces enjeux li\u00e9s \u00e0 un mat\u00e9riel non d\u00e9finitif en utilisant une m\u00e9thodologie qui remplace le consommateur par les sciences, permettant ainsi de tester en amont sans probl\u00e8me de biais.<\/p>\n\n\n\n<p>C\u2019est ce que propose <strong>Impact M\u00e9moire<\/strong>&nbsp;: des solutions de pr\u00e9-test bas\u00e9es sur les sciences pour s\u00e9curiser la performance de votre projet et de son ROI.<\/p>\n\n\n\n<p>Sp\u00e9cialistes en tests de communication, nous accompagnons les annonceurs et leurs agences \u00e0 travers&nbsp;une m\u00e9thodologie unique, bas\u00e9e sur les <strong>sciences cognitives<\/strong>, qui r\u00e9pond \u00e0 trois principes&nbsp;: objectivit\u00e9 scientifique, agilit\u00e9 et op\u00e9rationnalit\u00e9.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/impactmemoire.com\/wp-content\/uploads\/2025\/05\/Sans-interview-consommateur-notre-approche-se-base-sur-les-connaissances-acquises-en-Science-Cognitives.-Grace-a-nos-experts-en-neurosciences-a-notre-grille-danalyse-et-son-algorithme-exclusif-1024x576.jpg\" alt=\"\" class=\"wp-image-2450\" style=\"width:798px;height:auto\" srcset=\"https:\/\/impactmemoire.com\/wp-content\/uploads\/2025\/05\/Sans-interview-consommateur-notre-approche-se-base-sur-les-connaissances-acquises-en-Science-Cognitives.-Grace-a-nos-experts-en-neurosciences-a-notre-grille-danalyse-et-son-algorithme-exclusif-1024x576.jpg 1024w, https:\/\/impactmemoire.com\/wp-content\/uploads\/2025\/05\/Sans-interview-consommateur-notre-approche-se-base-sur-les-connaissances-acquises-en-Science-Cognitives.-Grace-a-nos-experts-en-neurosciences-a-notre-grille-danalyse-et-son-algorithme-exclusif-300x169.jpg 300w, https:\/\/impactmemoire.com\/wp-content\/uploads\/2025\/05\/Sans-interview-consommateur-notre-approche-se-base-sur-les-connaissances-acquises-en-Science-Cognitives.-Grace-a-nos-experts-en-neurosciences-a-notre-grille-danalyse-et-son-algorithme-exclusif-768x432.jpg 768w, https:\/\/impactmemoire.com\/wp-content\/uploads\/2025\/05\/Sans-interview-consommateur-notre-approche-se-base-sur-les-connaissances-acquises-en-Science-Cognitives.-Grace-a-nos-experts-en-neurosciences-a-notre-grille-danalyse-et-son-algorithme-exclusif-1536x864.jpg 1536w, https:\/\/impactmemoire.com\/wp-content\/uploads\/2025\/05\/Sans-interview-consommateur-notre-approche-se-base-sur-les-connaissances-acquises-en-Science-Cognitives.-Grace-a-nos-experts-en-neurosciences-a-notre-grille-danalyse-et-son-algorithme-exclusif-18x10.jpg 18w, https:\/\/impactmemoire.com\/wp-content\/uploads\/2025\/05\/Sans-interview-consommateur-notre-approche-se-base-sur-les-connaissances-acquises-en-Science-Cognitives.-Grace-a-nos-experts-en-neurosciences-a-notre-grille-danalyse-et-son-algorithme-exclusif.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"des-kpis-eprouves-pour-votre-efficacite\"><strong>Des KPIs \u00e9prouv\u00e9s pour votre efficacit\u00e9<\/strong><\/h2>\n\n\n\n<p>Les connaissances acquises en <strong>sciences cognitives<\/strong> nous permettent de mettre en lumi\u00e8re les 5 conditions essentielles pour faire de votre id\u00e9e une campagne m\u00e9morable, p\u00e9renne et utile \u00e0 votre Marque.<\/p>\n\n\n\n<p>Impact M\u00e9moire \u00e9value et traduit en KPIs ces <strong>5 conditions <\/strong>(attention, perception, \u00e9motions, int\u00e9r\u00eat, attribution) pour s\u2019assurer que votre projet active les bons leviers afin d\u2019\u00eatre ancr\u00e9 durablement dans l\u2019esprit de votre consommateur.<\/p>\n\n\n\n<p>D\u00e9couvrez plus en d\u00e9tail les <strong><u><a href=\"https:\/\/impactmemoire.com\/en\/5_conditions_efficacite_pub\/\" target=\"_blank\" rel=\"noreferrer noopener\">5 conditions cl\u00e9s<\/a><\/u><\/strong> de l\u2019efficacit\u00e9 publicitaire. <\/p>\n\n\n\n<p>Un projet en cours\u00a0dont vous souhaitez discuter\u00a0? <strong><u><a href=\"https:\/\/impactmemoire.com\/en\/contact\/#formulaire\" data-type=\"page\" data-id=\"294\" target=\"_blank\" rel=\"noreferrer noopener\">Contact us<\/a><\/u><\/strong><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>&#8212;&#8212;&#8212;&#8212;&#8212;-<\/p>\n\n\n\n<p><em>* IPSOS, Webinar 2021 \u00ab&nbsp;Accelerate Early Stage Communication Development&nbsp;\u00bb<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Le pr\u00e9-test : la solution pour s\u00e9curiser votre performance publicitaire<\/p>","protected":false},"author":1,"featured_media":2173,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ghostkit_customizer_options":"","ghostkit_custom_css":"","ghostkit_custom_js_head":"","ghostkit_custom_js_foot":"","ghostkit_typography":"","footnotes":""},"categories":[10,7],"tags":[],"class_list":["post-2446","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualite","category-article"],"_links":{"self":[{"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/posts\/2446","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/comments?post=2446"}],"version-history":[{"count":2,"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/posts\/2446\/revisions"}],"predecessor-version":[{"id":2452,"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/posts\/2446\/revisions\/2452"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/media\/2173"}],"wp:attachment":[{"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/media?parent=2446"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/categories?post=2446"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/impactmemoire.com\/en\/wp-json\/wp\/v2\/tags?post=2446"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}