{"id":2011,"date":"2023-03-26T14:20:00","date_gmt":"2023-03-26T12:20:00","guid":{"rendered":"https:\/\/productwhys.org\/?p=2011"},"modified":"2023-04-26T14:46:46","modified_gmt":"2023-04-26T12:46:46","slug":"quest-ce-que-la-valeur-percue","status":"publish","type":"post","link":"https:\/\/productwhys.org\/index.php\/2023\/03\/26\/quest-ce-que-la-valeur-percue\/","title":{"rendered":"Qu&rsquo;est-ce que la valeur per\u00e7ue ?"},"content":{"rendered":"\n<p>La <em>valeur per\u00e7ue\u00a0par la population cible<\/em> correspond au gain qu\u2019elle pense, consciemment ou non, pouvoir tirer du bien ou service innovant qui incarne la proposition de valeur. La valeur per\u00e7ue par la population cible n\u2019est pas forc\u00e9ment en coh\u00e9rence avec les co\u00fbts de mise en \u0153uvre du bien ou service innovant, et d\u00e9pend beaucoup du contexte.<\/p>\n\n\n\n<p>N\u2019oublions pas que nous parlons d\u2019innovation. La grande contrainte de l\u2019innovation est d\u2019offrir une visibilit\u00e9 de l\u2019effort et du b\u00e9n\u00e9fice plus ou moins claire selon sa maturit\u00e9. Les \u00e9tudes, maquettes, preuves de concept&nbsp;et prototypes sont justement r\u00e9alis\u00e9s pour accro\u00eetre la repr\u00e9sentativit\u00e9 des efforts de changement et efforts cibles, et pour r\u00e9duire les risques. Plus le risque est grand, plus ces deux efforts seront vus comme importants, au point de couper court \u00e0 toute discussion sur l\u2019innovation consid\u00e9r\u00e9e. Aussi, le gain peut \u00eatre per\u00e7u diff\u00e9remment par la m\u00eame population cible selon diff\u00e9rents crit\u00e8res comme un packaging, des r\u00e9f\u00e9rences historiques, ou l\u2019\u00e9motion procur\u00e9e gr\u00e2ce \u00e0 une histoire d\u2019accompagnement (concept du <em>story telling<\/em>). Selon qu\u2019un individu soit seul ou accompagn\u00e9, qu\u2019il soit d\u2019une humeur festive ou studieuse, il risque \u00e9galement de percevoir le gain offert par le bien ou service innovant diff\u00e9remment. Le gain n\u2019est donc pas un crit\u00e8re suffisant pour accepter une innovation.<\/p>\n\n\n\n<p>Selon le public vis\u00e9, le bien ou service innovant propos\u00e9, et la maturit\u00e9 de la d\u00e9monstration, la part de subjectivit\u00e9 sera donc plus ou moins importante. Dans son c\u00e9l\u00e8bre ouvrage <em>Influence et Manipulation<\/em>, Robert Cialdini, psychologue social am\u00e9ricain et Professeur \u00e9m\u00e9rite en psychologie et marketing \u00e0 l\u2019universit\u00e9 d\u2019Arizona, explique comment un esprit rationnel peut \u00eatre perturb\u00e9 par son environnement et les \u00e9v\u00e9nements qui pr\u00e9c\u00e8dent son jugement. \u00a0Pour cela, il a relev\u00e9 six leviers d\u2019influence (<em>6 influence principles<\/em>) auxquels chaque \u00eatre humain est sensible lors d\u2019une \u00ab\u00a0prise de d\u00e9cision\u00a0\u00bb\u00a0: la r\u00e9ciprocit\u00e9 (<em>reciprocity<\/em>), l\u2019engagement et la coh\u00e9rence (<em>commitment and consistency<\/em>), la preuve sociale (<em>social proof<\/em>), la sympathie (<em>liking<\/em>), l\u2019autorit\u00e9 (<em>authority<\/em>) et la raret\u00e9 (<em>scarcity<\/em>). Bien apr\u00e8s la publication de la premi\u00e8re \u00e9dition de son livre, Robert Cialdini a mis en avant un autre levier d\u2019influence qu\u2019il a nomm\u00e9 unit\u00e9 (<em>unity principle<\/em>).<\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide has-media-on-the-right is-stacked-on-mobile is-vertically-aligned-center has-background\" style=\"background-color:#f1f5c7\"><div class=\"wp-block-media-text__content\">\n<div class=\"wp-block-group\" style=\"padding-top:2em;padding-right:2em;padding-bottom:2em;padding-left:2em\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p style=\"font-size:36px;line-height:1.2\"><strong><strong>Qu&rsquo;est-ce que la valeur d&rsquo;\u00e9change ?<\/strong><\/strong><\/p>\n\n\n\n<p class=\"has-extra-small-font-size\">La valeur d&rsquo;\u00e9change est l&rsquo;effort effectif r\u00e9alis\u00e9 par la cible qui souhaite b\u00e9n\u00e9ficier du produit.<\/p>\n\n\n\n<div class=\"wp-block-buttons alignfull is-horizontal is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-499968f5 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/productwhys.org\/index.php\/2023\/03\/26\/quest-ce-que-la-valeur-dechange\/\">Voir l&rsquo;article<\/a><\/div>\n<\/div>\n<\/div><\/div>\n<\/div><figure class=\"wp-block-media-text__media\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"696\" src=\"https:\/\/i0.wp.com\/productwhys.org\/wp-content\/uploads\/2023\/04\/shyrobotics_realistic_job_interview_with_two_people_smiling_fac_83fed824-7567-47e4-b520-735b74290c47.png?resize=696%2C696\" alt=\"\" class=\"wp-image-2019 size-full\" srcset=\"https:\/\/i0.wp.com\/productwhys.org\/wp-content\/uploads\/2023\/04\/shyrobotics_realistic_job_interview_with_two_people_smiling_fac_83fed824-7567-47e4-b520-735b74290c47.png?w=1024&amp;ssl=1 1024w, https:\/\/i0.wp.com\/productwhys.org\/wp-content\/uploads\/2023\/04\/shyrobotics_realistic_job_interview_with_two_people_smiling_fac_83fed824-7567-47e4-b520-735b74290c47.png?resize=300%2C300&amp;ssl=1 300w, https:\/\/i0.wp.com\/productwhys.org\/wp-content\/uploads\/2023\/04\/shyrobotics_realistic_job_interview_with_two_people_smiling_fac_83fed824-7567-47e4-b520-735b74290c47.png?resize=150%2C150&amp;ssl=1 150w, https:\/\/i0.wp.com\/productwhys.org\/wp-content\/uploads\/2023\/04\/shyrobotics_realistic_job_interview_with_two_people_smiling_fac_83fed824-7567-47e4-b520-735b74290c47.png?resize=768%2C768&amp;ssl=1 768w, https:\/\/i0.wp.com\/productwhys.org\/wp-content\/uploads\/2023\/04\/shyrobotics_realistic_job_interview_with_two_people_smiling_fac_83fed824-7567-47e4-b520-735b74290c47.png?resize=696%2C696&amp;ssl=1 696w, https:\/\/i0.wp.com\/productwhys.org\/wp-content\/uploads\/2023\/04\/shyrobotics_realistic_job_interview_with_two_people_smiling_fac_83fed824-7567-47e4-b520-735b74290c47.png?resize=420%2C420&amp;ssl=1 420w\" sizes=\"auto, (max-width: 696px) 100vw, 696px\" \/><\/figure><\/div>\n","protected":false},"excerpt":{"rendered":"<p>La valeur per\u00e7ue\u00a0par la population cible correspond au gain qu\u2019elle pense, consciemment ou non, pouvoir tirer du bien ou service innovant qui incarne la proposition de valeur. La valeur per\u00e7ue par la population cible n\u2019est pas forc\u00e9ment en coh\u00e9rence avec les co\u00fbts de mise en \u0153uvre du bien ou service innovant, et d\u00e9pend beaucoup du [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2026,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[65],"tags":[],"ppma_author":[215],"class_list":{"0":"post-2011","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-product-management"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Qu&#039;est-ce que la valeur per\u00e7ue ? - Product Whys - Association loi 1901<\/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:\/\/productwhys.org\/index.php\/2023\/03\/26\/quest-ce-que-la-valeur-percue\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Qu&#039;est-ce que la valeur per\u00e7ue ? - Product Whys - Association loi 1901\" \/>\n<meta property=\"og:description\" content=\"La valeur per\u00e7ue\u00a0par la population cible correspond au gain qu\u2019elle pense, consciemment ou non, pouvoir tirer du bien ou service innovant qui incarne la proposition de valeur. La valeur per\u00e7ue par la population cible n\u2019est pas forc\u00e9ment en coh\u00e9rence avec les co\u00fbts de mise en \u0153uvre du bien ou service innovant, et d\u00e9pend beaucoup du [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/productwhys.org\/index.php\/2023\/03\/26\/quest-ce-que-la-valeur-percue\/\" \/>\n<meta property=\"og:site_name\" content=\"Product Whys - Association loi 1901\" \/>\n<meta property=\"article:published_time\" content=\"2023-03-26T12:20:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-04-26T12:46:46+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/productwhys.org\/wp-content\/uploads\/2023\/03\/shyrobotics_a_product_manager_with_a_crazy_idea_5a6f08a1-f6e2-45db-bea5-02f86a850623.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"1024\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"David Leblanc\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"David Leblanc\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/productwhys.org\\\/index.php\\\/2023\\\/03\\\/26\\\/quest-ce-que-la-valeur-percue\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/productwhys.org\\\/index.php\\\/2023\\\/03\\\/26\\\/quest-ce-que-la-valeur-percue\\\/\"},\"author\":{\"name\":\"David Leblanc\",\"@id\":\"https:\\\/\\\/productwhys.org\\\/#\\\/schema\\\/person\\\/5ece54fc3022154e9368a1e5c18bb7e8\"},\"headline\":\"Qu&rsquo;est-ce que la valeur per\u00e7ue ?\",\"datePublished\":\"2023-03-26T12:20:00+00:00\",\"dateModified\":\"2023-04-26T12:46:46+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/productwhys.org\\\/index.php\\\/2023\\\/03\\\/26\\\/quest-ce-que-la-valeur-percue\\\/\"},\"wordCount\":443,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/productwhys.org\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/productwhys.org\\\/index.php\\\/2023\\\/03\\\/26\\\/quest-ce-que-la-valeur-percue\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/i0.wp.com\\\/productwhys.org\\\/wp-content\\\/uploads\\\/2023\\\/03\\\/shyrobotics_a_product_manager_with_a_crazy_idea_5a6f08a1-f6e2-45db-bea5-02f86a850623.png?fit=1024%2C1024&ssl=1\",\"articleSection\":[\"Product Management\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/productwhys.org\\\/index.php\\\/2023\\\/03\\\/26\\\/quest-ce-que-la-valeur-percue\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/productwhys.org\\\/index.php\\\/2023\\\/03\\\/26\\\/quest-ce-que-la-valeur-percue\\\/\",\"url\":\"https:\\\/\\\/productwhys.org\\\/index.php\\\/2023\\\/03\\\/26\\\/quest-ce-que-la-valeur-percue\\\/\",\"name\":\"Qu'est-ce que la valeur per\u00e7ue ? 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