{"id":8725,"date":"2022-03-18T16:28:47","date_gmt":"2022-03-18T15:28:47","guid":{"rendered":"https:\/\/preprod.doriane-dev.com\/?p=8725"},"modified":"2022-06-14T17:38:02","modified_gmt":"2022-06-14T15:38:02","slug":"sonder-les-utilisateurs-pour-booster-le-developpement-dune-genouillere-innovante","status":"publish","type":"post","link":"https:\/\/preprod.doriane-dev.com\/en\/2022\/03\/18\/sonder-les-utilisateurs-pour-booster-le-developpement-dune-genouillere-innovante\/","title":{"rendered":"Sonder les utilisateurs pour booster le d\u00e9veloppement d’une genouill\u00e8re innovante"},"content":{"rendered":"
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Soliciting users to boost the development of an innovative knee pad <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\"What we appreciated was the fact that there was a scientific basis behind the study as well as the fact that we were able to analyze emotions relative to the speech of potential customers. We saw this as a really huge opportunity and these are interesting methods rarely seen in marketing.\"<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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C\u00e9dric KAMDEM, R&D Director EXONEO<\/a><\/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

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RyM support in 3 words: Precise \u2022 Beneficial \u2022 Relational<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Precision for the data part, analysis and quality results. Beneficial because it was useful for the project's continuation from a design and communication point of view. And finally relational because from the beginning to the end we were well followed.<\/p>\n

Origins of the project: <\/strong>To recontextualize, Exoneo is a startup created in 2017 with the desire to develop medical and prosthetic devices<\/strong> for middle and low income countries. Exoneo then set itself the challenge of revolutionizing the response to handicaps, particulary for people with amputations: this became a reality with the arrival of our first product, which is an articulated foot prosthesis launched in March 2020. As specialists in biomechanics, we decided to go further by offering orthotics, more commonly known as knee and ankle protectors. The first part of the body that interested us was the knee. We made some observations about the knee pad on the market as well as their mechanisms and then we worked on the development of our own model, innovative because it implied a new way of thinking about movement and a differen mechanics on the product which allows to relieve the knee whatever the activity: walking, running ... We were at a stage of development in which we had a finished product, but where we had to find our market.<\/p>\n

Probl\u00e9matique :<\/strong> For our second product, the innovative knee pad, the market was much larger. We all have people around us, or perhaps ouselves, who have knee pain... To simplify, this is a market with 14 billion potential knees to help<\/b> ! So we needed to position ourselves and find a promising segment. 'How do you find this segment?' We aksed ourselves this question for a long time, because since we are involved in a \"general public\" product, we couldn't just launch it and hope that it would work, we had to prepare it. Nous avions besoin d\u2019\u00e9l\u00e9ments pour savoir comment adresser le march\u00e9<\/a><\/b>. It's always important to know how to address the end customers and that was a skills we were really looking for. We found these skills in the Reach your Market study<\/a><\/b>, so we decided to do the marketing study with RyM, also it's an innovation that really out from what exists.<\/span><\/p>\n

B\u00e9n\u00e9fices retir\u00e9s : <\/strong>Avec la solution Reach your Market, ce qui est bien, c\u2019est que les donn\u00e9es sont quantifi\u00e9es et qu’il y a une base scientifique<\/a> derri\u00e8re. De plus, sur le fait de pouvoir analyser les \u00e9motions par rapport au discours des potentiels clients, nous y avons vu une opportunit\u00e9 vraiment \u00e9norme et ce sont des m\u00e9thodes qui sont rarement vues dans le domaine du marketing. Cela nous a fortement int\u00e9ress\u00e9s, car comme nous travaillons dans le secteur du handicap, nous avons une forte emprise sur les \u00e9motions des personnes ainsi que sur l\u2019aspect psychologique. Donc pouvoir b\u00e9n\u00e9ficier d\u2019\u00e9l\u00e9ments de r\u00e9ponse sur les \u00e9motions des potentiels acheteurs, c\u2019\u00e9tait tr\u00e8s pertinent, <\/span>it allowed us to focus our communication and our marketing<\/strong>. De plus, l\u2019\u00e9tude a permis de sonder les potentiels clients<\/a> afin qu\u2019ils puissent voir \u00e0 ce stade le prototype et qu\u2019ils puissent s\u2019exprimer sur leur int\u00e9r\u00eat, et sur leur compr\u00e9hension de l\u2019utilit\u00e9 du produit et de son caract\u00e8re innovant en termes de facilitation de la vie quotidienne.<\/span><\/p>\n

Because we had already launched a product, we believed we could apply the same methods and processes except that this product is completely different from the first. The Reach your Market study was a necessary step to gain perspective on what our product was and how people perceived it<\/strong>. Toute innovation a une phase d\u2019adoption<\/a> et \u00e7a, nous l\u2019avions un peu n\u00e9glig\u00e9, donc les r\u00e9sultats de l\u2019\u00e9tude Reach your Market ont permis de revoir certains des \u00e9l\u00e9ments de langage et d\u2019appr\u00e9hender les freins que nos cibles pouvaient avoir juste en voyant notre produit, sans pour autant l\u2019avoir test\u00e9 ou utilis\u00e9. Et finalement, l\u2019\u00e9tude RyM nous a aussi donn\u00e9 des cl\u00e9s pour travailler sur plusieurs aspects \u00e0 la fois sur le produit en lui-m\u00eame ainsi que sur notre communication. <\/p>\n

Les suites de l\u2019\u00e9tude RyM  : <\/strong>Aujourd\u2019hui, nous sommes en train de retravailler sur le produit en lui-m\u00eame, car les r\u00e9sultats de l\u2019\u00e9tude ont montr\u00e9 qu\u2019il y avait des marges de progression<\/a> au niveau du design, pour vraiment faire accepter le produit<\/a> par les utilisateurs. En parall\u00e8le, nous sommes en train d\u2019\u00e9tablir une strat\u00e9gie de communication adapt\u00e9e et nous menons \u00e9galement une r\u00e9flexion sur notre ciblage : est-ce que nous allons adresser le march\u00e9 BtoB, BtoC ou les deux, car ce sont des \u00e9l\u00e9ments qui sont ressortis dans les r\u00e9sultats. \u00c0 l\u2019origine, nous avions la volont\u00e9 d\u2019adresser plut\u00f4t le march\u00e9 BtoC et the study has perhaps opened up a new BtoB segment<\/strong> for us.<\/p>\n

Advice for other innovative project owners: <\/strong>The only advice I could give is that, no matter what the innovation is, il faut trouver son march\u00e9<\/a> suffisamment t\u00f4t<\/strong>, because it is useless to develop a product, to innovate and to go too far in the development to realize that the market is not adapted or not ready. This is also one of the reasons why we have conducted a study.<\/span><\/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

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You can also maximize your innovation's chances of success by assessing its market potential!<\/h2>\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
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