{"id":5980,"date":"2021-10-18T15:50:47","date_gmt":"2021-10-18T15:50:47","guid":{"rendered":"https:\/\/pospotential.com\/?p=5980"},"modified":"2024-05-15T15:14:37","modified_gmt":"2024-05-15T15:14:37","slug":"l-arbre-de-decision-qui-cache-la-foret","status":"publish","type":"post","link":"https:\/\/pospotential.com\/fr\/blog\/l-arbre-de-decision-qui-cache-la-foret\/","title":{"rendered":"l\u2019arbre de d\u00e9cision qui cache la for\u00eat&#8230;"},"content":{"rendered":"<\/div><\/div><\/div><!-- close content main div --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k4cn8vd6-fc4befb639c45d711eef16046109654f\">\n.avia-section.av-k4cn8vd6-fc4befb639c45d711eef16046109654f{\nbackground-repeat:no-repeat;\nbackground-image:url(https:\/\/pospotential.com\/wp-content\/uploads\/arbol.jpg);\nbackground-position:50% 50%;\nbackground-attachment:scroll;\n}\n<\/style>\n<div id='av_section_1'  class='avia-section av-k4cn8vd6-fc4befb639c45d711eef16046109654f main_color avia-section-default avia-no-border-styling  encabezado-single-blog avia-full-stretch avia-bg-style-scroll av-minimum-height av-minimum-height-66 av-height-percent  container_wrap fullsize'  data-section-bg-repeat='stretch' data-av_minimum_height_pc='66' data-av_min_height_opt='percent'><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-5980'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column_table av-7usef-2195258c4daf499cd559ed31cfc36249 sc-av_four_fifth av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-7usef-2195258c4daf499cd559ed31cfc36249\">\n.flex_column.av-7usef-2195258c4daf499cd559ed31cfc36249{\nborder-radius:0px 0px 0px 0px;\npadding:50px 50px 50px 50px;\nbackground-color:#ffffff;\n}\n<\/style>\n<div  class='flex_column av-7usef-2195258c4daf499cd559ed31cfc36249 av_four_fifth  bloque-encabezado-single-blog first no_margin flex_column_table_cell av-equal-height-column av-align-middle  '     ><section  class='av_textblock_section av-k4cnb9i3-a18f01074c03cb0102241ec4b627d62e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h1 class=\"headers\">L\u2019arbre de d\u00e9cision qui cache la for\u00eat&#8230;<\/h1>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-k4cnu2w4-59ff2f184c280ce20693fe4dcbe8d4c9 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock bloque-encabezado-single-blog'  itemprop=\"text\" >Gilles Dallest\n<\/div><\/section><\/p><\/div><\/div><!--close column table wrapper. Autoclose: 1 --><div class='flex_column_table av-313a3d-fa25b25832b4b5b597152b8432b62683 sc-av_one_fifth av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-313a3d-fa25b25832b4b5b597152b8432b62683\">\n.flex_column.av-313a3d-fa25b25832b4b5b597152b8432b62683{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\nbackground-color:#ffffff;\n}\n<\/style>\n<div  class='flex_column av-313a3d-fa25b25832b4b5b597152b8432b62683 av_one_fifth  bloque-encabezado-single-blog no_margin flex_column_table_cell av-equal-height-column av-align-middle av-zero-column-padding  '     ><section  class='av_textblock_section av-k4cnu2w4-59ff2f184c280ce20693fe4dcbe8d4c9 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock bloque-encabezado-single-blog'  itemprop=\"text\" ><\/div><\/section><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n\n<div class='flex_column_table av-pbh47-22418633c640e1e10f7114eba54519d0 sc-av_one_half av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-pbh47-22418633c640e1e10f7114eba54519d0\">\n.flex_column.av-pbh47-22418633c640e1e10f7114eba54519d0{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-pbh47-22418633c640e1e10f7114eba54519d0 av_one_half first flex_column_table_cell av-equal-height-column av-align-top av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-knyix3ie-2daf6e521ee8d27198a70f394330e320\">\n.avia-image-container.av-knyix3ie-2daf6e521ee8d27198a70f394330e320 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-knyix3ie-2daf6e521ee8d27198a70f394330e320 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-knyix3ie-2daf6e521ee8d27198a70f394330e320 av-styling- avia-align-center'   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-6316 avia-img-lazy-loading-not-6316 avia_image ' src=\"https:\/\/pospotential.com\/wp-content\/uploads\/arboldedecision.png\" alt='supply chain' title='arboldedecision'  height=\"1200\" width=\"1000\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/pospotential.com\/wp-content\/uploads\/arboldedecision.png 1000w, https:\/\/pospotential.com\/wp-content\/uploads\/arboldedecision-250x300.png 250w, https:\/\/pospotential.com\/wp-content\/uploads\/arboldedecision-858x1030.png 858w, https:\/\/pospotential.com\/wp-content\/uploads\/arboldedecision-768x922.png 768w, https:\/\/pospotential.com\/wp-content\/uploads\/arboldedecision-588x705.png 588w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/div><\/div><\/div><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n<div class='flex_column_table av-m8rrz-8f2cf69465bdf8ab8a45c8d6dd62af29 sc-av_one_half av-equal-height-column-flextable'><div class='av-flex-placeholder'><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-m8rrz-8f2cf69465bdf8ab8a45c8d6dd62af29\">\n.flex_column.av-m8rrz-8f2cf69465bdf8ab8a45c8d6dd62af29{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-m8rrz-8f2cf69465bdf8ab8a45c8d6dd62af29 av_one_half flex_column_table_cell av-equal-height-column av-align-top av-animated-generic fade-in av-zero-column-padding  '     ><section  class='av_textblock_section av-k4b8xxgm-6a72df0092618b9e77adcdb6a3784cec '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Selon <strong><a href=\"https:\/\/fr.wikipedia.org\/wiki\/Arbre_de_d%C3%A9cision\">Wikip\u00e9dia<\/a><\/strong> un arbre de d\u00e9cision est, de mani\u00e8re g\u00e9n\u00e9rale, \u00ab un mod\u00e8le de pr\u00e9diction utilis\u00e9 dans divers domaines allant de l\u2019intelligence artificielle \u00e0 l\u2019\u00e9conomie. En fonction d\u2019un ensemble de donn\u00e9es, on \u00e9labore des diagrammes de constructions logiques pour repr\u00e9senter et cat\u00e9goriser une s\u00e9rie de conditions se produisant en s\u00e9quence pour la r\u00e9solution d\u2019un probl\u00e8me.\u00a0\u00bb<\/p>\n<p>Dans le monde de la grande consommation, le terme \u00ab\u00a0arbre de d\u00e9cision\u00a0\u00bb est appliqu\u00e9 au cheminement qui conduit le <strong><a title=\"Qui est le shopper ?\" href=\"https:\/\/pospotential.com\/fr\/glossaire-bi-et-grande-consommation\/shopper\/\">shopper<\/a><\/strong> depuis la planification de l\u2019achat jusqu\u2019\u00e0 la s\u00e9lection d\u2019une r\u00e9f\u00e9rence sp\u00e9cifique.\u00a0 On peut diff\u00e9rencier trois (principaux) types d\u2019achats:<\/p>\n<ul>\n<li>Achat planifi\u00e9 : \u00ab J\u2019ach\u00e8terai du Coca-Cola Z\u00e9ro en canettes \u00bb<\/li>\n<li>Achat planifi\u00e9, mais d\u00e9cision finale en rayon : \u00ab J\u2019ach\u00e8terai des boissons gazeuses ou un Cola ou du Coca-Cola et d\u00e9ciderai pr\u00e9cis\u00e9ment quoi en rayon \u00bb<\/li>\n<li>Achat impulsif : \u00ab Je n\u2019avais pas pr\u00e9vu d\u2019acheter de boissons gazeuses, mais la disponibilit\u00e9 et\/ou l\u2019offre g\u00e9n\u00e8rent une impulsion qui me pousse \u00e0 acheter 6 canettes de Coca-Cola \u00bb.<\/li>\n<\/ul>\n<p>Plusieurs \u00e9tudes s\u2019accordent sur le fait que 70% des achats ne sont PAS pr\u00e9vus en termes de d\u00e9cision finale de la marque et de la vari\u00e9t\u00e9. Il est donc tr\u00e8s important de comprendre comment le client prend sa d\u00e9cision pour faciliter l\u2019achat, d\u2019o\u00f9 l\u2019int\u00e9r\u00eat de sa mod\u00e9lisation sous forme d\u2019arbre de d\u00e9cision.<\/p>\n<\/div><\/section><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k584ornz-67bb848f28e8aeb703de2c06e66e510d\">\n.avia-section.av-k584ornz-67bb848f28e8aeb703de2c06e66e510d{\nbackground-color:var(--verde1);\nbackground-image:unset;\n}\n<\/style>\n<div id='av_section_2'  class='avia-section av-k584ornz-67bb848f28e8aeb703de2c06e66e510d main_color avia-section-default avia-no-border-styling avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-5980'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k5859jlf-2733466d6488858df1a8c7fd94f5f768\">\n.flex_column.av-k5859jlf-2733466d6488858df1a8c7fd94f5f768{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-k5859jlf-2733466d6488858df1a8c7fd94f5f768 av_one_full first flex_column_div av-animated-generic fade-in av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62\">\n#top .av_textblock_section.av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62 .avia_textblock{\ncolor:#ffffff;\n}\n<\/style>\n<section  class='av_textblock_section av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock av_inherit_color'  itemprop=\"text\" ><p>Historiquement le positionnement hi\u00e9rarchique des diff\u00e9rentes cat\u00e9gories a souvent \u00e9t\u00e9 bas\u00e9 sur leurs caract\u00e9ristiques industrielles, d\u2019achat ou leurs contraintes d\u2019exposition sans tenir compte du comportement et n\u00e9cessit\u00e9s du <strong><a title=\"Qui est le shopper ?\" href=\"https:\/\/pospotential.com\/fr\/glossaire-bi-et-grande-consommation\/shopper\/\">shopper<\/a><\/strong>. Pour lui, par exemple, il n\u2019y a pas de cat\u00e9gories de surgel\u00e9s ou r\u00e9frig\u00e9r\u00e9s, mais des pizzas ou du poisson qui peuvent \u00eatre achet\u00e9s congel\u00e9s ou frais. De la m\u00eame mani\u00e8re, \u00ab\u00a0charcuterie en tranches\u00a0\u00bb n\u2019est pas une cat\u00e9gorie : le jambon peut \u00eatre achet\u00e9 entier, \u00e0 la coupe ou emball\u00e9 et pr\u00e9-tranch\u00e9, mais ce que le client recherche, c\u2019est avant tout du jambon et pas du saucisson.<\/p>\n<p>Si certaines cat\u00e9gories telles que le papier de cuisine ou l\u2019eau sont relativement simples, dans des cat\u00e9gories complexes, telles que la beaut\u00e9 ou les soins capillaires, il est important de comprendre quelles est la cl\u00e9 d\u2019entr\u00e9e de l\u2019acheteur dans la cat\u00e9gorie pour faciliter\u00a0:<\/p>\n<ul>\n<li>L\u2019acte d\u2019achat planifi\u00e9 (\u00ab\u00a0Je trouve facilement la r\u00e9f\u00e9rence du shampooing pantene pour les cheveux secs que j\u2019utilise habituellement\u00a0\u00bb)<\/li>\n<li>La compr\u00e9hension de la cat\u00e9gorie et le choix de la r\u00e9f\u00e9rence ad\u00e9quate pour les shoppers qui prennent leur d\u00e9cision devant un lin\u00e9aire compos\u00e9 parfois de plusieurs centaines de r\u00e9f\u00e9rences r\u00e9parties en dizaines de sous familles.<\/li>\n<\/ul>\n<p>Une cat\u00e9gorisation \u00e9labor\u00e9e \u00e0 partir de \u00ab\u00a0shopper insights\u00a0\u00bb et de donn\u00e9es de <strong><a title=\"Qu\u2019est-ce que le sell out?\" href=\"https:\/\/pospotential.com\/fr\/glossaire-bi-et-grande-consommation\/sell-out\/\">sell-out<\/a><\/strong> par magasin a un impact fondamental non seulement sur l\u2019organisation du lin\u00e9aire (ou planogramme) et la d\u00e9finition d\u2019un assortiment efficace, mais aussi dans la d\u00e9finition m\u00eame des cat\u00e9gories et de l\u2019organisation du magasin.<\/p>\n<p>Cr\u00e9er un univers d\u00e9di\u00e9 aux b\u00e9b\u00e9s rassemblant tout ce qui peut \u00eatre n\u00e9cessaire aux nouveaux parents ou implanter des r\u00e9f\u00e9rences de certaines cat\u00e9gories dans les rayons de produits de consommation compl\u00e9mentaires (\u00ab cross merchandising \u00bb des boissons alcoolis\u00e9es et des snacks, par exemple) sont des applications courantes aujourd\u2019hui de ce type d\u2019apprentissages.<\/p>\n<\/div><\/section><\/div>\n\n<div class='flex_column_table av-gy5w7-32f1b83814000428a8cf33a2b0437bd1 sc-av_one_half av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-gy5w7-32f1b83814000428a8cf33a2b0437bd1\">\n.flex_column.av-gy5w7-32f1b83814000428a8cf33a2b0437bd1{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-gy5w7-32f1b83814000428a8cf33a2b0437bd1 av_one_half first flex_column_table_cell av-equal-height-column av-align-top av-animated-generic fade-in av-zero-column-padding  '     ><section  class='av_textblock_section av-k4b8xxgm-6a72df0092618b9e77adcdb6a3784cec '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Comment d\u00e9finir un arbre de d\u00e9cision ? Pour la partie qualitative le plus efficace est d\u2019\u00e9couter le shopper pour comprendre son processus de prise de d\u00e9cision. On utilise pour cela des \u00e9tudes ad hoc bas\u00e9es sur des groupes de discussion ou des questionnaires mais les plus int\u00e9ressantes sont s\u00fbrement les m\u00e9thodologies bas\u00e9es sur l\u2019observation en magasin (r\u00e9elle ou virtuelle) suivie de questions pos\u00e9es au shopper.<\/p>\n<p>L\u2019analyse des donn\u00e9es de <strong><a title=\"Qu\u2019est-ce que le sell out?\" href=\"https:\/\/pospotential.com\/fr\/glossaire-bi-et-grande-consommation\/sell-out\/\">sell-out<\/a><\/strong> au niveau ticket de caisse permet \u00e9galement de d\u00e9finir des mixit\u00e9s d\u2019achats de produits en fonction des <strong><a title=\"Qu\u2019est-ce qu\u2019un shopping trip ?\" href=\"https:\/\/pospotential.com\/fr\/glossaire-bi-et-grande-consommation\/shopping-trip\/\">shopping trips<\/a><\/strong> et du profil des <strong><a title=\"Qui est le shopper ?\" href=\"https:\/\/pospotential.com\/fr\/glossaire-bi-et-grande-consommation\/shopper\/\">shoppers<\/a><\/strong> qui sont particuli\u00e8rement int\u00e9ressantes pour affiner l\u2019\u00e9laboration de l\u2019arbre de d\u00e9cision<\/p>\n<p>Si elles sont co\u00fbteuses car complexes, ces techniques permettent de collecter des informations en direct\u00a0: mesure du temps pass\u00e9 en rayon, des manipulations de produits ou encore \u00ab eye tracking \u00bb du lin\u00e9aire avec des lunettes sp\u00e9ciales, mais aussi explication des raisons objectives (ou pas) du processus d\u2019achat directement de la bouche du <strong><a title=\"Qui est le shopper ?\" href=\"https:\/\/pospotential.com\/fr\/glossaire-bi-et-grande-consommation\/shopper\/\">shopper<\/a><\/strong>.<\/p>\n<p>Pour le fabricant ou le distributeur, rechercher et comprendre l\u2019arbre de d\u00e9cision d\u2019achat du <strong><a title=\"Qui est le shopper ?\" href=\"https:\/\/pospotential.com\/fr\/glossaire-bi-et-grande-consommation\/shopper\/\">shopper<\/a><\/strong>, c\u2019est accepter de s\u2019\u00e9carter d\u2019une cat\u00e9gorisation industrielle ou commerciale s\u00fbrement plus facile \u00e0 g\u00e9rer en termes de mise en \u0153uvre. Cependant, l\u2019int\u00e9gration de cet \u00e9l\u00e9ment cl\u00e9 du <strong><a title=\"Qu\u2019est-ce-que le shopper marketing ?\" href=\"https:\/\/pospotential.com\/fr\/glossaire-bi-et-grande-consommation\/shopper-marketing\/\">shopper marketing<\/a><\/strong> et du <strong><a title=\"Qu\u2019est-ce que le category management ?\" href=\"https:\/\/pospotential.com\/fr\/glossaire-bi-et-grande-consommation\/category-management\/\">category management<\/a><\/strong> ouvre mille possibilit\u00e9s d\u2019am\u00e9lioration de l\u2019exp\u00e9rience <strong><a title=\"Qui est le shopper ?\" href=\"https:\/\/pospotential.com\/fr\/glossaire-bi-et-grande-consommation\/shopper\/\">shopper<\/a><\/strong> avec des cons\u00e9quences tr\u00e8s positives sur les ventes et de fid\u00e9lisation.<\/p>\n<p>Derri\u00e8re l\u2019arbre de d\u00e9cision se cache une for\u00eat de potentiels !<\/p>\n<\/div><\/section><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n<div class='flex_column_table av-eayez-444c1aa35aeb3593dc2006b71df0ace9 sc-av_one_half av-equal-height-column-flextable'><div class='av-flex-placeholder'><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-eayez-444c1aa35aeb3593dc2006b71df0ace9\">\n.flex_column.av-eayez-444c1aa35aeb3593dc2006b71df0ace9{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-eayez-444c1aa35aeb3593dc2006b71df0ace9 av_one_half flex_column_table_cell av-equal-height-column av-align-top av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-8l70b-05f54fed6129ec7c718c7843c26e3f8a\">\n.avia-image-container.av-8l70b-05f54fed6129ec7c718c7843c26e3f8a img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-8l70b-05f54fed6129ec7c718c7843c26e3f8a .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-8l70b-05f54fed6129ec7c718c7843c26e3f8a av-styling- avia-align-center'   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-6320 avia-img-lazy-loading-not-6320 avia_image ' src=\"https:\/\/pospotential.com\/wp-content\/uploads\/arboldedecision.jpg\" alt='supply chain' title='arboldedecision'  height=\"800\" width=\"600\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/pospotential.com\/wp-content\/uploads\/arboldedecision.jpg 600w, https:\/\/pospotential.com\/wp-content\/uploads\/arboldedecision-225x300.jpg 225w, https:\/\/pospotential.com\/wp-content\/uploads\/arboldedecision-529x705.jpg 529w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/div><\/div><\/div><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k584ornz-67bb848f28e8aeb703de2c06e66e510d\">\n.avia-section.av-k584ornz-67bb848f28e8aeb703de2c06e66e510d{\nbackground-color:var(--verde1);\nbackground-image:unset;\n}\n<\/style>\n<div id='av_section_3'  class='avia-section av-k584ornz-67bb848f28e8aeb703de2c06e66e510d main_color avia-section-default avia-no-border-styling avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-5980'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k5859jlf-2733466d6488858df1a8c7fd94f5f768\">\n.flex_column.av-k5859jlf-2733466d6488858df1a8c7fd94f5f768{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-k5859jlf-2733466d6488858df1a8c7fd94f5f768 av_one_full first flex_column_div av-animated-generic fade-in av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62\">\n#top .av_textblock_section.av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62 .avia_textblock{\ncolor:#ffffff;\n}\n<\/style>\n<section  class='av_textblock_section av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock av_inherit_color'  itemprop=\"text\" ><h2>Si vous \u00eates arriv\u00e9\u00b7e jusqu\u2019ici, vous \u00eates \u00e0 deux doigts de pouvoir vendre plus et mieux ! Qu\u2019avez vous pens\u00e9 de ce post ?<\/h2>\n<\/div><\/section><br \/>\n<br \/>\n<section  class='av_textblock_section av-kfs1117z-684ba4c095934365c834b5bac4cdc811 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"font-size: 10px;\">ThinkBI SLU traite les donn\u00e9es personnelles afin de r\u00e9pondre \u00e0 votre demande ou demande avec votre consentement. Pour en savoir plus sur la fa\u00e7on dont nous g\u00e9rons vos donn\u00e9es personnelles et pour exercer vos droits, veuillez vous r\u00e9f\u00e9rer \u00e0 notre politique de confidentialit\u00e9.<\/p>\n<\/div><\/section><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2dm5pl-01f9296144a2434c14799bffad9c3731\">\n.flex_column.av-2dm5pl-01f9296144a2434c14799bffad9c3731{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-2dm5pl-01f9296144a2434c14799bffad9c3731 av_one_full first flex_column_div av-zero-column-padding  '     ><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Comment d\u00e9finir un arbre de d\u00e9cision ? Pour la partie qualitative le plus efficace est d\u2019\u00e9couter le shopper pour comprendre son processus de prise de d\u00e9cision. On utilise pour cela des \u00e9tudes ad hoc bas\u00e9es sur des groupes de discussion ou des questionnaires mais les plus int\u00e9ressantes sont s\u00fbrement les m\u00e9thodologies bas\u00e9es sur l\u2019observation en magasin (r\u00e9elle ou virtuelle) suivie de questions pos\u00e9es au shopper.<\/p>\n","protected":false},"author":7,"featured_media":6325,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-5980","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/pospotential.com\/fr\/wp-json\/wp\/v2\/posts\/5980","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pospotential.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/pospotential.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/pospotential.com\/fr\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/pospotential.com\/fr\/wp-json\/wp\/v2\/comments?post=5980"}],"version-history":[{"count":5,"href":"https:\/\/pospotential.com\/fr\/wp-json\/wp\/v2\/posts\/5980\/revisions"}],"predecessor-version":[{"id":8375,"href":"https:\/\/pospotential.com\/fr\/wp-json\/wp\/v2\/posts\/5980\/revisions\/8375"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/pospotential.com\/fr\/wp-json\/wp\/v2\/media\/6325"}],"wp:attachment":[{"href":"https:\/\/pospotential.com\/fr\/wp-json\/wp\/v2\/media?parent=5980"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/pospotential.com\/fr\/wp-json\/wp\/v2\/categories?post=5980"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/pospotential.com\/fr\/wp-json\/wp\/v2\/tags?post=5980"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}