{"id":10281,"date":"2022-05-17T10:13:12","date_gmt":"2022-05-17T08:13:12","guid":{"rendered":"https:\/\/preprod.doriane-dev.com\/?p=10281"},"modified":"2022-06-30T10:24:16","modified_gmt":"2022-06-30T08:24:16","slug":"produit-utilisateur-comment-trouver-le-match-parfait-et-definir-le-bon-positionnement","status":"publish","type":"post","link":"https:\/\/preprod.doriane-dev.com\/en\/2022\/05\/17\/produit-utilisateur-comment-trouver-le-match-parfait-et-definir-le-bon-positionnement\/","title":{"rendered":"Produit &#8211; Utilisateur : comment trouver le match parfait et d\u00e9finir le bon positionnement ?"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"10281\" class=\"elementor elementor-10281\">\n\t\t\t\t\t\t<section class=\"ob-is-breaking-bad elementor-section elementor-top-section elementor-element elementor-element-73149bf8 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"73149bf8\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;_ob_bbad_use_it&quot;:&quot;yes&quot;,&quot;_ob_bbad_sssic_use&quot;:&quot;no&quot;,&quot;_ob_glider_is_slider&quot;:&quot;no&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-wide\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-fee1e55\" data-id=\"fee1e55\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;_ob_bbad_is_stalker&quot;:&quot;no&quot;,&quot;_ob_teleporter_use&quot;:false,&quot;_ob_column_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_column_has_pseudo&quot;:&quot;no&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-480a6cc ob-has-background-overlay elementor-widget elementor-widget-spacer\" data-id=\"480a6cc\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_spacerat_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9379e0 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"9379e0\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Produit - Utilisateur : comment trouver le match parfait et d\u00e9finir le bon positionnement ?<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"ob-is-breaking-bad ob-bb-inner elementor-section elementor-inner-section elementor-element elementor-element-9ddec83 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9ddec83\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;_ob_bbad_use_it&quot;:&quot;yes&quot;,&quot;_ob_bbad_sssic_use&quot;:&quot;no&quot;,&quot;_ob_glider_is_slider&quot;:&quot;no&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-f2d3472\" data-id=\"f2d3472\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;_ob_bbad_is_stalker&quot;:&quot;no&quot;,&quot;_ob_teleporter_use&quot;:false,&quot;_ob_column_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_column_has_pseudo&quot;:&quot;no&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0ab3806 ob-has-background-overlay elementor-widget elementor-widget-image\" data-id=\"0ab3806\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_photomorph_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"640\" height=\"427\" src=\"https:\/\/preprod.doriane-dev.com\/wp-content\/uploads\/2022\/05\/Produit-Utilisateur-comment-trouver-le-match-parfait-et-definir-le-bon-positionnement-1024x683.jpg\" class=\"attachment-large size-large wp-image-10312\" alt=\"\" srcset=\"https:\/\/preprod.doriane-dev.com\/wp-content\/uploads\/2022\/05\/Produit-Utilisateur-comment-trouver-le-match-parfait-et-definir-le-bon-positionnement-1024x683.jpg 1024w, https:\/\/preprod.doriane-dev.com\/wp-content\/uploads\/2022\/05\/Produit-Utilisateur-comment-trouver-le-match-parfait-et-definir-le-bon-positionnement-300x200.jpg 300w, https:\/\/preprod.doriane-dev.com\/wp-content\/uploads\/2022\/05\/Produit-Utilisateur-comment-trouver-le-match-parfait-et-definir-le-bon-positionnement-768x512.jpg 768w, https:\/\/preprod.doriane-dev.com\/wp-content\/uploads\/2022\/05\/Produit-Utilisateur-comment-trouver-le-match-parfait-et-definir-le-bon-positionnement-18x12.jpg 18w, https:\/\/preprod.doriane-dev.com\/wp-content\/uploads\/2022\/05\/Produit-Utilisateur-comment-trouver-le-match-parfait-et-definir-le-bon-positionnement.jpg 1500w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-f09ecb3\" data-id=\"f09ecb3\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;_ob_bbad_is_stalker&quot;:&quot;no&quot;,&quot;_ob_teleporter_use&quot;:false,&quot;_ob_column_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_column_has_pseudo&quot;:&quot;no&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c5686a8 elementor-widget-divider--view-line ob-has-background-overlay elementor-widget elementor-widget-divider\" data-id=\"c5686a8\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6a0201f elementor-widget-divider--view-line ob-has-background-overlay elementor-widget elementor-widget-divider\" data-id=\"6a0201f\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4f7c61e ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"4f7c61e\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Author: <\/strong>Estelle Gollety<\/p><p>Charg\u00e9e d&rsquo;\u00e9tudes d&rsquo;usage &#8211; Ixiade\u00a0<\/p><p><span style=\"font-weight: bold;\">Creation and launch of an innovation project <\/span><\/p><p><span style=\"font-weight: bold;\">Reading time: <\/span>5 min<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"ob-is-breaking-bad elementor-section elementor-top-section elementor-element elementor-element-72222ad elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"72222ad\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;_ob_bbad_use_it&quot;:&quot;yes&quot;,&quot;_ob_bbad_sssic_use&quot;:&quot;no&quot;,&quot;_ob_glider_is_slider&quot;:&quot;no&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1d0e6a1\" data-id=\"1d0e6a1\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;_ob_bbad_is_stalker&quot;:&quot;no&quot;,&quot;_ob_teleporter_use&quot;:false,&quot;_ob_column_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_column_has_pseudo&quot;:&quot;no&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-30349b9d ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"30349b9d\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Innover est une d\u00e9marche incontournable dans un <strong>objectif de comp\u00e9titivit\u00e9 et de croissance<\/strong>. Pour autant, c\u2019est une d\u00e9marche qui peut s\u2019av\u00e9rer risqu\u00e9e : 75% des innovations ne passent pas le cap de la premi\u00e8re ann\u00e9e de commercialisation. L\u2019une des principales raisons ? Une mauvaise d\u00e9finition du positionnement du produit ou service innovant. Alors <b>comment d\u00e9finir le bon positionnement et trouver le <\/b><strong>match parfait Produit \u2013 Utilisateur<\/strong> ? \u00c9l\u00e9ments de r\u00e9ponse dans cet article.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-303e120 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"303e120\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">L'importance d'un bon positionnement pour votre innovation<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-290403a ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"290403a\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Deux des principales causes d\u2019\u00e9chec d\u2019une innovation selon notre<a style=\"color: #2e8fce;\" href=\"https:\/\/www.editionsdinnovation.com\/livre-blanc\/\" target=\"_blank\" rel=\"noopener\">\u00a0<strong>\u00ab\u00a0Petit trait\u00e9 pour d\u00e9jouer les 10 grands pi\u00e8ges de l&rsquo;innovation\u00a0\u00bb<\/strong><\/a> sont li\u00e9es \u00e0 une mauvaise d\u00e9finition du produit et \u00e0 un niveau de connaissance insuffisant de l\u2019utilisateur et de ses usages. Une bonne d\u00e9finition du positionnement de l&rsquo;innovation permet de se pr\u00e9munir contre ces risques et de rendre <strong>l\u2019offre attractive, cr\u00e9dible et diff\u00e9renciatrice<\/strong>.<\/p><p>En effet, le positionnement en innovation doit \u00eatre formul\u00e9 autour des <strong>\"\u00a0<em>pains\u00a0\u00bb <\/em><\/strong>(c&rsquo;est-\u00e0-dire des pr\u00e9occupations, des probl\u00e9matiques)<em>, <\/em>and the <strong>\"\u00a0<em>gains\u00a0\u00bb <\/em><\/strong>(c&rsquo;est-\u00e0-dire des b\u00e9n\u00e9fices, de la valeur ajout\u00e9e) des utilisateurs et y apporter des r\u00e9ponses au travers de <em>\u00ab\u00a0pain relievers\u00a0\u00bb<\/em> and to <em>\u00ab\u00a0gain creator\u00a0\u00bb<\/em>. Cette premi\u00e8re \u00e9tape est un premier pas pour <a style=\"color: #2e8fce;\" href=\"https:\/\/preprod.doriane-dev.com\/en\/\" target=\"_blank\" rel=\"noopener\"><strong>maximiser les chances de succ\u00e8s<\/strong> <\/a>de son projet d&rsquo;innovation.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d3acff1 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"d3acff1\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">\u00c9tablir un bon positionnement : en pratique, comment faire ?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b58f2a8 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"b58f2a8\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">1. La d\u00e9finition des enjeux et des incertitudes <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7e47e8e ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"7e47e8e\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>En plus des enjeux du projet (pour l\u2019entreprise et pour le march\u00e9), il est essentiel, d\u00e8s le d\u00e9but de la d\u00e9marche d\u2019innovation, de contextualiser l\u2019innovation et de d\u00e9finir l\u2019<strong>univers de r\u00e9f\u00e9rence<\/strong> dans lequel s&rsquo;inscrit le produit ou service innovant. Par exemple, va-t-on situer une nouvelle offre d\u2019appareillages connect\u00e9s dans l\u2019univers de la distribution \u00e9lectrique ou dans l\u2019univers de l\u2019habitat connect\u00e9 ? Selon l\u2019univers de r\u00e9f\u00e9rence choisi, les cibles, le concept, et les b\u00e9n\u00e9fices seront per\u00e7us diff\u00e9remment. L\u2019\u00e9laboration de l\u2019offre d\u00e9pendra donc du choix de cet univers de r\u00e9f\u00e9rence.<\/p><p>En parall\u00e8le, les<b> incertitudes du projet <\/b>d\u2019innovation doivent \u00e9galement \u00eatre identifi\u00e9es (li\u00e9es au projet ou au march\u00e9 \u00e0 adresser). Celles-ci permettent de formaliser les questions qu\u2019une \u00e9quipe projet se pose et de v\u00e9rifier qu\u2019elles seront bien adress\u00e9es par les diff\u00e9rentes \u00e9tapes du projet mais aussi de la formalisation du positionnement.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c107ee6 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"c107ee6\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">2. La description fine des personae (des profils utilisateurs)<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-70e325e ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"70e325e\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Une fois le contexte d\u00e9fini, l\u2019objectif est de d\u00e9finir les <strong>profils des personae<\/strong> : ces utilisateurs fictifs, repr\u00e9sentatifs d\u2019un groupe cible, dot\u00e9s de caract\u00e9ristiques socio-d\u00e9mographiques pr\u00e9cises et pr\u00e9sentant des motivations et freins qui leur sont propres.<\/p><p>Diff\u00e9rentes m\u00e9thodes peuvent aider \u00e0 cette caract\u00e9risation. L\u2019une d\u2019entre elles est <em>\u00ab\u00a0l\u2019Empathy Mapping\u00a0\u00bb<\/em>. Cette m\u00e9thode vise \u00e0 d\u00e9crire de mani\u00e8re pr\u00e9cise les personae, leur identit\u00e9, leur personnalit\u00e9, leurs aspirations, leurs attentes ainsi que leurs freins, en r\u00e9pondant \u00e0 diff\u00e9rentes questions telles que : Quel est le r\u00f4le du persona ? Dans quel environnement est-il ? Quelles sont ses peurs, frustrations et angoisses ? Quels sont ses d\u00e9sirs, ses espoirs et ses r\u00eaves ? etc. L&rsquo;objectif est de sortir de cette phase avec des <strong>fiches personae, des \u00ab\u00a0cartes d&rsquo;identit\u00e9\u00a0\u00bb des utilisateurs cibles<\/strong> du produit ou service innovant.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ec7a86e ob-has-background-overlay elementor-widget elementor-widget-image\" data-id=\"ec7a86e\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_photomorph_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"640\" height=\"373\" src=\"https:\/\/preprod.doriane-dev.com\/wp-content\/uploads\/2022\/05\/Empathy-mapping-768x447.jpg\" class=\"attachment-medium_large size-medium_large wp-image-11743\" alt=\"Carte empathique_UX\" srcset=\"https:\/\/preprod.doriane-dev.com\/wp-content\/uploads\/2022\/05\/Empathy-mapping-768x447.jpg 768w, https:\/\/preprod.doriane-dev.com\/wp-content\/uploads\/2022\/05\/Empathy-mapping-300x175.jpg 300w, https:\/\/preprod.doriane-dev.com\/wp-content\/uploads\/2022\/05\/Empathy-mapping-1024x596.jpg 1024w, https:\/\/preprod.doriane-dev.com\/wp-content\/uploads\/2022\/05\/Empathy-mapping-1536x894.jpg 1536w, https:\/\/preprod.doriane-dev.com\/wp-content\/uploads\/2022\/05\/Empathy-mapping-2048x1192.jpg 2048w, https:\/\/preprod.doriane-dev.com\/wp-content\/uploads\/2022\/05\/Empathy-mapping-18x10.jpg 18w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fb79993 ob-has-background-overlay elementor-widget elementor-widget-spacer\" data-id=\"fb79993\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_spacerat_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3408e16 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"3408e16\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">3. L\u2019\u00e9laboration du concept d\u2019offre par persona <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-228fe6a ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"228fe6a\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Apr\u00e8s avoir d\u00e9fini les personae, il convient de <strong>formuler un concept d\u2019offre communicant<\/strong> and <strong>la proposition de valeur associ\u00e9e<\/strong> pour chaque persona pr\u00e9alablement d\u00e9fini. Pour cela, il est essentiel, dans un premier temps, de d\u00e9crire le concept puis de d\u00e9terminer en quoi celui-ci r\u00e9pond aux aspirations, attentes de la cible, et en quoi il r\u00e9sout ses probl\u00e8mes. C&rsquo;est la formalisation de la proposition de valeur qui permet d&rsquo;anticiper le bon match entre ce que permet l&rsquo;offre et ce que l&rsquo;utilisateur en attend.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-faa2d8c ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"faa2d8c\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">4. La d\u00e9finition des composants du positionnement <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-923aa52 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"923aa52\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Une fois le concept d\u2019offre d\u00e9fini pour chacune des cibles, l\u2019objectif est ensuite de d\u00e9terminer les <strong>facteurs d\u2019attractivit\u00e9 de l\u2019offre<\/strong> qui se d\u00e9clinent autour de valeurs fonctionnelles (performance, \u00e9conomie\/prix, &#8230;) et de communication (significations, esth\u00e9tisme\/h\u00e9donisme, &#8230;). Ceux-ci contribuent \u00e0 l&rsquo;\u00e9laboration du <strong>triangle d\u2019or du positionnement<\/strong> qui s&rsquo;articule autour de :<\/p><ul><li><strong>L\u2019attractivit\u00e9 de la solution<\/strong>, c\u2019est-\u00e0-dire la r\u00e9ponse aux attentes des utilisateurs cibles<\/li><li><strong> La cr\u00e9dibilit\u00e9 de la solution<\/strong>, c\u2019est-\u00e0-dire la coh\u00e9rence avec les atouts du produit\/service (les \u00e9l\u00e9ments qui viennent cr\u00e9dibiliser et l\u00e9gitimer la proposition de valeur)<\/li><li><strong> La diff\u00e9rence de la solution<\/strong>, c\u2019est-\u00e0-dire les \u00e9l\u00e9ments de distinction des solutions concurrentes.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6c4ad08 ob-has-background-overlay elementor-widget elementor-widget-image\" data-id=\"6c4ad08\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_photomorph_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/preprod.doriane-dev.com\/en\/crea-value-definition-positionnement\/\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"640\" height=\"640\" src=\"https:\/\/preprod.doriane-dev.com\/wp-content\/uploads\/2022\/05\/triangle-dor-du-positionnement.png\" class=\"attachment-large size-large wp-image-10290\" alt=\"\" srcset=\"https:\/\/preprod.doriane-dev.com\/wp-content\/uploads\/2022\/05\/triangle-dor-du-positionnement.png 733w, https:\/\/preprod.doriane-dev.com\/wp-content\/uploads\/2022\/05\/triangle-dor-du-positionnement-300x300.png 300w, https:\/\/preprod.doriane-dev.com\/wp-content\/uploads\/2022\/05\/triangle-dor-du-positionnement-150x150.png 150w, https:\/\/preprod.doriane-dev.com\/wp-content\/uploads\/2022\/05\/triangle-dor-du-positionnement-12x12.png 12w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-904f51d ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"904f51d\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">5. La formulation du positionnement <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c6153cf ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"c6153cf\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Enfin, la derni\u00e8re \u00e9tape est celle de la <a style=\"color: #2e8fce;\" href=\"https:\/\/preprod.doriane-dev.com\/en\/crea-value-definition-positionnement\/\" target=\"_blank\" rel=\"noopener\"><strong>formulation du positionnement<\/strong><\/a> au travers de<strong> l\u2019UVP (\u00ab\u00a0Unique Value Proposition<\/strong>\u00ab\u00a0), sur la base des \u00e9l\u00e9ments du concept \u00e9labor\u00e9, de la cible vis\u00e9e et des facteurs d\u2019attractivit\u00e9 identifi\u00e9s. Le positionnement est ainsi l\u2019expression du concept et des b\u00e9n\u00e9fices qui y sont associ\u00e9s, dans un cadre de r\u00e9f\u00e9rence donn\u00e9. Il y a donc autant de formulations de positionnement que de cibles vis\u00e9es et de secteurs adress\u00e9s. G\u00e9n\u00e9ralement, il est exprim\u00e9 sous la forme d&rsquo;une phrase reprenant la r\u00e9ponse apport\u00e9e par le concept aux aspirations, probl\u00e9matiques et attentes des utilisateurs.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cbcafa0 ob-harakiri-inherit ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"cbcafa0\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Comme \u00e9voqu\u00e9 en introduction, un grand nombre d\u2019innovations n\u2019a pas le succ\u00e8s escompt\u00e9 et n&rsquo;atteint pas ses objectifs commerciaux une fois sur le march\u00e9 du fait que les cibles et les futurs utilisateurs ne per\u00e7oivent pas les b\u00e9n\u00e9fices qu\u2019ils peuvent en retirer. Une bonne d\u00e9finition du positionnement, articul\u00e9e autour d&rsquo;une vision centr\u00e9e utilisateur, est l\u2019une des cl\u00e9s pour augmenter les chances d&rsquo;adoption d\u2019un concept innovant. En pratique, l\u2019offre <a style=\"color: #2e8fce;\" href=\"https:\/\/preprod.doriane-dev.com\/en\/crea-value-definition-positionnement\/\" target=\"_blank\" rel=\"noopener\">\"\u00a0<strong>Cr\u00e9a Value by Reach your Market\u00a0\u00bb <\/strong><\/a>vous accompagne et vous aide \u00e0 qualifier les profils de vos cibles, \u00e0 d\u00e9terminer les facteurs d\u2019attractivit\u00e9 de votre solution et \u00e0 d\u00e9velopper des axes de communications porteurs, en d\u00e9finissant les enjeux du projet et les <strong>propositions de valeur et positionnements associ\u00e9s<\/strong>. Une fois, cette \u00e9tape incontournable r\u00e9alis\u00e9e, vous disposerez alors de toutes les armes n\u00e9cessaires pour <a style=\"color: #2e8fce;\" href=\"https:\/\/preprod.doriane-dev.com\/en\/clip-concept-scenarisation-innovation\/\" target=\"_blank\" rel=\"noopener\"><strong>communiquer efficacement sur votre projet d&rsquo;innovation<\/strong><\/a> que ce soit pour convaincre des d\u00e9cideurs, des partenaires, pour aller \u00e0 la rencontre de vos clients ou prospects ou encore pour <a style=\"color: #2e8fce;\" href=\"https:\/\/preprod.doriane-dev.com\/en\/user-tests-etudes-dusage\/\" target=\"_blank\" rel=\"noopener\"><strong>\u00e9valuer le v\u00e9ritable potentiel de votre innovation<\/strong><\/a> aupr\u00e8s de vos utilisateurs cibles.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"ob-is-breaking-bad elementor-section elementor-top-section elementor-element elementor-element-39b8ccef elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"39b8ccef\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;_ob_bbad_use_it&quot;:&quot;yes&quot;,&quot;_ob_bbad_sssic_use&quot;:&quot;no&quot;,&quot;_ob_glider_is_slider&quot;:&quot;no&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2c8bcff0\" data-id=\"2c8bcff0\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;_ob_bbad_is_stalker&quot;:&quot;no&quot;,&quot;_ob_teleporter_use&quot;:false,&quot;_ob_column_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_column_has_pseudo&quot;:&quot;no&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d40df4e ob-has-background-overlay elementor-widget elementor-widget-spacer\" data-id=\"d40df4e\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_spacerat_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"ob-is-breaking-bad elementor-section elementor-top-section elementor-element elementor-element-7e60a9da elementor-section-content-middle elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7e60a9da\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;_ob_bbad_use_it&quot;:&quot;yes&quot;,&quot;_ob_bbad_sssic_use&quot;:&quot;no&quot;,&quot;_ob_glider_is_slider&quot;:&quot;no&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-2874948f\" data-id=\"2874948f\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;_ob_bbad_is_stalker&quot;:&quot;no&quot;,&quot;_ob_teleporter_use&quot;:false,&quot;_ob_column_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_column_has_pseudo&quot;:&quot;no&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-355cbd0b animated-fast ob-harakiri-inherit elementor-invisible ob-has-background-overlay elementor-widget elementor-widget-heading\" data-id=\"355cbd0b\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeInDown&quot;,&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_harakiri_text_clip&quot;:&quot;none&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">D\u00e9couvrez l'accompagnement Cr\u00e9a Value d\u00e9di\u00e9 \u00e0 la d\u00e9finition du bon positionnement pour votre innovation<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-419ba934 animated-fast ob-harakiri-inherit elementor-invisible ob-has-background-overlay elementor-widget elementor-widget-text-editor\" data-id=\"419ba934\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeInDown&quot;,&quot;_ob_use_harakiri&quot;:&quot;yes&quot;,&quot;_ob_harakiri_writing_mode&quot;:&quot;inherit&quot;,&quot;_ob_postman_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"elementor-heading-title elementor-size-default\">Adoptez une <strong>approche centr\u00e9e utilisateur<\/strong> d\u00e8s les premi\u00e8res \u00e9tapes de votre projet d&rsquo;innovation et mettez toutes les chances de votre c\u00f4t\u00e9 pour r\u00e9ussir\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-6e2443e4\" data-id=\"6e2443e4\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;_ob_bbad_is_stalker&quot;:&quot;no&quot;,&quot;_ob_teleporter_use&quot;:false,&quot;_ob_column_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_column_has_pseudo&quot;:&quot;no&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-629a3ced elementor-widget__width-auto ob-has-background-overlay elementor-widget elementor-widget-html\" data-id=\"629a3ced\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"container\">\r\n  <a href=\"https:\/\/preprod.doriane-dev.com\/en\/crea-value-definition-positionnement\/\">\r\n      <button class=\"btn-redirection-rym\">\r\n        Read more\r\n      <\/button>\r\n  <\/a>\r\n  <div class=\"shine\"><\/div>\r\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1b1fb269 elementor-hidden-desktop elementor-hidden-tablet ob-has-background-overlay elementor-widget elementor-widget-spacer\" data-id=\"1b1fb269\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_ob_spacerat_use&quot;:&quot;no&quot;,&quot;_ob_perspektive_use&quot;:&quot;no&quot;,&quot;_ob_poopart_use&quot;:&quot;yes&quot;,&quot;_ob_shadough_use&quot;:&quot;no&quot;,&quot;_ob_allow_hoveranimator&quot;:&quot;no&quot;,&quot;_ob_widget_stalker_use&quot;:&quot;no&quot;}\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>D\u00e9couvrez l&rsquo;importance d&rsquo;un bon positionnement pour votre innovation et comment \u00e9tablir celui-ci dans l&rsquo;article qui suit.<\/p>","protected":false},"author":2,"featured_media":12455,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[51],"tags":[16],"class_list":["post-10281","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-article"],"jetpack_featured_media_url":"https:\/\/preprod.doriane-dev.com\/wp-content\/uploads\/2022\/06\/Positionnement.jpg","_links":{"self":[{"href":"https:\/\/preprod.doriane-dev.com\/en\/wp-json\/wp\/v2\/posts\/10281","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/preprod.doriane-dev.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/preprod.doriane-dev.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/preprod.doriane-dev.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/preprod.doriane-dev.com\/en\/wp-json\/wp\/v2\/comments?post=10281"}],"version-history":[{"count":88,"href":"https:\/\/preprod.doriane-dev.com\/en\/wp-json\/wp\/v2\/posts\/10281\/revisions"}],"predecessor-version":[{"id":12371,"href":"https:\/\/preprod.doriane-dev.com\/en\/wp-json\/wp\/v2\/posts\/10281\/revisions\/12371"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/preprod.doriane-dev.com\/en\/wp-json\/wp\/v2\/media\/12455"}],"wp:attachment":[{"href":"https:\/\/preprod.doriane-dev.com\/en\/wp-json\/wp\/v2\/media?parent=10281"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/preprod.doriane-dev.com\/en\/wp-json\/wp\/v2\/categories?post=10281"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/preprod.doriane-dev.com\/en\/wp-json\/wp\/v2\/tags?post=10281"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}