{"id":19809,"date":"2024-08-02T16:19:29","date_gmt":"2024-08-02T14:19:29","guid":{"rendered":"https:\/\/sagaciresearch.com\/?p=19809"},"modified":"2025-02-10T15:03:25","modified_gmt":"2025-02-10T14:03:25","slug":"test-de-concept-afrique-boissons-gazeuses","status":"publish","type":"post","link":"https:\/\/sagaciresearch.com\/fr\/test-de-concept-afrique-boissons-gazeuses\/","title":{"rendered":"Test de concept en Afrique : \u00c9tude de cas sur des boissons gazeuses en Afrique de l&rsquo;Ouest"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/sagaciresearch.com\/fr\/test-de-concept-afrique-boissons-gazeuses\/#Contexte\" >Contexte<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/sagaciresearch.com\/fr\/test-de-concept-afrique-boissons-gazeuses\/#Objectifs_de_letude\" >Objectifs de l&rsquo;\u00e9tude<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/sagaciresearch.com\/fr\/test-de-concept-afrique-boissons-gazeuses\/#Notre_solution_Le_test_de_concept_en_ligne\" >Notre solution : Le test de concept en ligne<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/sagaciresearch.com\/fr\/test-de-concept-afrique-boissons-gazeuses\/#Resultats_et_insights\" >R\u00e9sultats et insights<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Gr\u00e2ce \u00e0 cette \u00e9tude de cas d\u00e9taill\u00e9e, d\u00e9couvrez comment les fabricants de produits de grande consommation peuvent tirer parti d&rsquo;un test de concept en Afrique.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Contexte\"><\/span><strong>Contexte<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Un fabricant international de boissons souhaitait s&rsquo;implanter en Afrique de l&rsquo;Ouest. L&rsquo;id\u00e9e \u00e9tait de lancer un produit \u00e0 succ\u00e8s en Europe et au Moyen-Orient: une boisson non alcoolis\u00e9e concentr\u00e9e. Afin d&rsquo;\u00e9valuer le potentiel du march\u00e9 et d&rsquo;optimiser la commercialisation l&rsquo;entreprise a fait appel \u00e0 notre \u00e9quipe de recherche quantitative. L&rsquo;entreprise souhaitait en effet optimiser notamment l&#8217;emballage et le prix.  Ainsi, nous avons r\u00e9alis\u00e9 un test de concept aupr\u00e8s de consommateurs de boissons non alcoolis\u00e9es dans six pays d&rsquo;Afrique de l&rsquo;Ouest.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Objectifs_de_letude\"><\/span><strong>Objectifs de l&rsquo;\u00e9tude<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Les objectifs de ce test de concept en Afrique de l&rsquo;Ouest \u00e9taient les suivants :<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Intention d&rsquo;achat <\/strong>: Combien de consommateurs sur chacun de ces march\u00e9s seraient dispos\u00e9s \u00e0 acheter le produit ?<\/li>\n\n\n\n<li><strong>Caract\u00e9ristiques du produit<\/strong> : Les ingr\u00e9dients et les caract\u00e9ristiques du produit pr\u00e9sent\u00e9s sur l&rsquo;\u00e9tiquette correspondent-ils aux besoins des consommateurs sur ces march\u00e9s ?<\/li>\n\n\n\n<li><strong>Frein \u00e0 l&rsquo;utilisation<\/strong> : La n\u00e9cessit\u00e9 de diluer le concentr\u00e9 avec de l&rsquo;eau affecterait-elle l&rsquo;intention d&rsquo;achat ?<\/li>\n\n\n\n<li><strong>Description du produit<\/strong> : Le terme utilis\u00e9 pour d\u00e9crire le produit sur l&rsquo;\u00e9tiquette est-il clairement compris par les consommateurs des march\u00e9s concern\u00e9s ?<\/li>\n\n\n\n<li><strong>Pr\u00e9f\u00e9rence en mati\u00e8re d&#8217;emballage<\/strong> : Laquelle des deux options d&#8217;emballage test\u00e9es pour le produit serait la plus performante dans chaque march\u00e9 ?<\/li>\n\n\n\n<li><strong>Sensibilit\u00e9 au prix <\/strong>: Combien les consommateurs seraient-ils pr\u00eats \u00e0 payer pour le produit dans chacun de ces march\u00e9s ?<\/li>\n<\/ol>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"880\" height=\"672\" src=\"https:\/\/sagaciresearch.com\/wp-content\/uploads\/2024\/08\/Concept-Testing-in-Africa-packaging-test-1.png\" alt=\"Tests de concept en Afrique\" class=\"wp-image-19794\" style=\"aspect-ratio:1.3095238095238095;width:678px;height:auto\" srcset=\"https:\/\/sagaciresearch.com\/wp-content\/uploads\/2024\/08\/Concept-Testing-in-Africa-packaging-test-1.png 880w, https:\/\/sagaciresearch.com\/wp-content\/uploads\/2024\/08\/Concept-Testing-in-Africa-packaging-test-1-300x229.png 300w, https:\/\/sagaciresearch.com\/wp-content\/uploads\/2024\/08\/Concept-Testing-in-Africa-packaging-test-1-768x586.png 768w\" sizes=\"auto, (max-width: 880px) 100vw, 880px\" \/><figcaption class=\"wp-element-caption\">Test de concept sur une boisson \u00e0 diluer en Afrique de l&rsquo;Ouest<\/figcaption><\/figure><\/div>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Notre_solution_Le_test_de_concept_en_ligne\"><\/span><strong><strong>Notre solution : Le test de concept en ligne<\/strong><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Nous avons r\u00e9alis\u00e9 un test de concept en ligne de 10 minutes aupr\u00e8s d&rsquo;environ 200 personnes dans six march\u00e9s cibles. Nous avons en effet choisi cette approche pour son efficacit\u00e9 et sa rentabilit\u00e9. Cela nous a permis de tester simultan\u00e9ment dans tous les pays. L&rsquo;utilisation de notre <a href=\"https:\/\/sagaciresearch.com\/fr\/products\/online-panels\/\" target=\"_blank\" rel=\"noreferrer noopener\">panel en ligne en Afrique<\/a>, <a href=\"https:\/\/sagapoll.com\/?lang=fr\" target=\"_blank\" rel=\"noreferrer noopener\">SagaPoll<\/a>, a garanti la qualit\u00e9 et la coh\u00e9rence de la collecte des donn\u00e9es. Cette m\u00e9thode a permis d&rsquo;obtenir une large couverture nationale et un \u00e9chantillon repr\u00e9sentatif de toutes les segments d\u00e9mographiques.   <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Resultats_et_insights\"><\/span><strong>R\u00e9sultats et insights<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>L&rsquo;\u00e9tude a r\u00e9v\u00e9l\u00e9 les \u00e9l\u00e9ments cl\u00e9s suivants :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Optimisation de l&#8217;emballage :<\/strong> Nous avons identifi\u00e9 les ajustements n\u00e9cessaires \u00e0 l&rsquo;optimisation de l&#8217;emballage afin de maximiser le potentiel du march\u00e9 avant le lancement.\n<ul class=\"wp-block-list\">\n<li><strong>Terminologie de l&rsquo;\u00e9tiquette :<\/strong> Les consommateurs de Guin\u00e9e, du Liberia et de Sierra Leone ont trouv\u00e9 que les termes d\u00e9crivant le produit pr\u00eataient \u00e0 confusion, ce qui a eu un impact sur l&rsquo;intention d&rsquo;achat.<\/li>\n\n\n\n<li><strong>Des affirmations efficaces :<\/strong> Nous avons identifi\u00e9 des affirmations cl\u00e9s susceptibles de renforcer l&rsquo;intention d&rsquo;achat sur tous les march\u00e9s.<\/li>\n\n\n\n<li><strong>Pr\u00e9f\u00e9rences en mati\u00e8re d&#8217;emballage :<\/strong> Notre \u00e9tude a montr\u00e9 des variations significatives dans les options d&#8217;emballage pr\u00e9f\u00e9r\u00e9es entre les diff\u00e9rents march\u00e9s, soulignant la n\u00e9cessit\u00e9 d&rsquo;une personnalisation locale.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>D\u00e9fi en mati\u00e8re de consommation \/ pr\u00e9paration : <\/strong>La n\u00e9cessit\u00e9 de diluer la boisson a constitu\u00e9 un obstacle, de sorte qu&rsquo;il serait pr\u00e9f\u00e9rable de proposer une option pr\u00eate \u00e0 boire dans certains pays.<\/li>\n\n\n\n<li><strong>Strat\u00e9gie de prix :<\/strong> Des fourchettes de prix optimales ont \u00e9t\u00e9 d\u00e9termin\u00e9es pour chaque march\u00e9.<\/li>\n<\/ul>\n\n\n\n<p>En conclusion, le test de concept, d&#8217;emballage et d&rsquo;affirmation est essentiel au d\u00e9veloppement et \u00e0 la strat\u00e9gie de lancement des produits de grande consommation. Ils aident \u00e0 s&rsquo;aligner sur les pr\u00e9f\u00e9rences des consommateurs dans les diff\u00e9rents march\u00e9s africains. <\/p>\n\n\n\n<p>Ainsi, contactez notre \u00e9quipe d&rsquo;\u00e9tudes quantitatives pour d\u00e9couvrir comment nous pouvons vous aider \u00e0 r\u00e9aliser votre prochain test de concepts de produits en Afrique. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-16018d1d wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/sagaciresearch.com\/contact\/?show=contact&amp;source=Contact%20Concept%20Testing%20Aug24\" style=\"border-radius:11px\" target=\"_blank\" rel=\"noreferrer noopener\">Nous contacter<\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Notre <a href=\"https:\/\/sagaciresearch.com\/novel-approaches-to-product-testing-methodologies\/\" target=\"_blank\" rel=\"noreferrer noopener\">webinaire sur les m\u00e9thodologies de test des produits<\/a> pourrait \u00e9galement vous int\u00e9resser. Vous pouvez visionner le replay du webinaire directement <a href=\"https:\/\/sagaciresearch.com\/contact\/?show=webinarvideo&amp;source=Webinar%20ProductTesting%20June%202023%20article%20&amp;subject=I%20want%20to%20have%20access%20to%20the%20Webinar%20video\" target=\"_blank\" rel=\"noreferrer noopener\">ici<\/a>.<\/p>\n\n\n\n<p><span id=\"docs-internal-guid-ceb6ab7c-7fff-8f60-df6d-798a4d90a986\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Gr\u00e2ce \u00e0 cette \u00e9tude de cas d\u00e9taill\u00e9e, d\u00e9couvrez comment les fabricants de produits de grande consommation peuvent tirer parti d&rsquo;un test de concept en Afrique. Contexte Un fabricant international de boissons souhaitait s&rsquo;implanter en Afrique de l&rsquo;Ouest. L&rsquo;id\u00e9e \u00e9tait de lancer un produit \u00e0 succ\u00e8s en Europe et au Moyen-Orient: une boisson non alcoolis\u00e9e concentr\u00e9e.<\/p>\n","protected":false},"author":14,"featured_media":19791,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[690,725,652,1047],"tags":[1052,1049,1051,1050],"class_list":["post-19809","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-biens-de-consommation","category-boissons-non-alcoolisees","category-panels-en-ligne","category-tests-de-produits","tag-afrique-de-louest","tag-tests-demballage","tag-tests-de-concept","tag-tests-de-prix"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Test de concept en Afrique : \u00c9tude de cas sur des boissons gazeuses en Afrique de l&#039;Ouest - Sagaci Research<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez notre \u00e9tude de cas sur un test de concept en Afrique. 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