{"id":28379,"date":"2026-04-29T17:03:19","date_gmt":"2026-04-29T21:03:19","guid":{"rendered":"https:\/\/leger360.com\/?p=28379"},"modified":"2026-04-29T17:11:13","modified_gmt":"2026-04-29T21:11:13","slug":"conseils-experts-recherche-qualitative-ia","status":"publish","type":"post","link":"https:\/\/leger360.com\/fr\/conseils-experts-recherche-qualitative-ia\/","title":{"rendered":"Vers une nouvelle g\u00e9n\u00e9ration de recherche qualitative avec l\u2019IA"},"content":{"rendered":"<p>[et_pb_section fb_built=\u00a0\u00bb1&Prime; _builder_version=\u00a0\u00bb4.27.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.27.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_margin=\u00a0\u00bb-45px||||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb0px||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.27.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.27.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p><span data-contrast=\"auto\">La recherche qualitative a toujours offert\u00a0cette force unique\u00a0:\u00a0aller chercher ce que les chiffres ne disent pas, les nuances, ce qui se cache derri\u00e8re une r\u00e9ponse.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Mais elle s\u2019est aussi toujours heurt\u00e9e \u00e0 une limite bien connue : le temps.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Alors, qu\u2019est-ce qui se passe quand cette barri\u00e8re tombe\u00a0?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Chez L\u00e9ger,\u00a0nous\u00a0introduisons\u00a0une nouvelle mani\u00e8re de\u00a0mener\u00a0des entrevues qualitatives : avec l\u2019intelligence artificielle comme alli\u00e9e.<\/span><\/p>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbAller plus loin, sans sacrifier la profondeur\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh2&Prime; custom_padding=\u00a0\u00bb10px||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p><span data-contrast=\"auto\">L\u2019id\u00e9e est de pr\u00e9server ce qui fait la force du qualitatif, soit de vraies conversations humaines, tout en d\u00e9ployant le tout \u00e0 une \u00e9chelle nettement plus large.<\/span><\/p>\n<p><span data-contrast=\"auto\">Avec les\u00a0<\/span><b><span data-contrast=\"auto\">entrevues mod\u00e9r\u00e9es par l\u2019intelligence artificielle (AIMI)<\/span><\/b><b><span data-contrast=\"auto\">,<\/span><\/b><span data-contrast=\"auto\">\u00a0il devient possible de mener des \u00e9changes structur\u00e9s avec des centaines de participants simultan\u00e9ment. Aliment\u00e9es par des mod\u00e8les d\u2019IA conversationnelle et encadr\u00e9es par des guides con\u00e7us par\u00a0nos\u00a0experts, ces entrevues conservent leur rigueur, tout en gagnant en port\u00e9e.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p>[\/et_pb_text][et_pb_image src=\u00a0\u00bbhttps:\/\/leger360.com\/wp-content\/uploads\/2026\/04\/mock-up-glaut-package-fr-package-scaled.png\u00a0\u00bb alt=\u00a0\u00bbMaquette de la plateforme AIMI\u00a0\u00bb title_text=\u00a0\u00bbAIMAI Platform Mockup\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb10px||||false|false\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb sticky_enabled=\u00a0\u00bb0&Prime;][\/et_pb_image][et_pb_heading title=\u00a0\u00bbUne rapidit\u00e9 qui change tout\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh2&Prime; custom_padding=\u00a0\u00bb10px||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p><span data-contrast=\"auto\">La diff\u00e9rence se joue d\u2019abord sur la vitesse.<\/span><\/p>\n<p><span data-contrast=\"auto\">L\u00e0 o\u00f9 les approches traditionnelles demandent des semaines pour recruter, interviewer et analyser, cette m\u00e9thode livre des insights\u00a0<\/span><b><span data-contrast=\"auto\">en aussi peu que 72 heures<\/span><\/b><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Un changement de cadence qui transforme concr\u00e8tement la prise de d\u00e9cision.\u00a0Cette acc\u00e9l\u00e9ration ouvre de nouvelles possibilit\u00e9s :<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<ul>\n<li><span data-contrast=\"auto\">Tester des concepts presque en temps r\u00e9el<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Valider des hypoth\u00e8ses en cours de route<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Alimenter des d\u00e9cisions strat\u00e9giques au moment o\u00f9 elles comptent<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Quand la vitesse augmente, l\u2019impact suit.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbUne exp\u00e9rience naturelle pour les participants\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh2&Prime; custom_padding=\u00a0\u00bb10px||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p><span data-contrast=\"auto\">La flexibilit\u00e9 change tout.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Les participants contribuent quand ils le veulent, comme ils le veulent, \u00e0 l\u2019\u00e9crit ou \u00e0 l\u2019oral.\u00a0Les r\u00e9ponses sont\u00a0encore\u00a0plus spontan\u00e9es,\u00a0moins filtr\u00e9es par le contexte formel d&rsquo;une entrevue classique.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p>[\/et_pb_text][et_pb_image src=\u00a0\u00bbhttps:\/\/leger360.com\/wp-content\/uploads\/2026\/04\/ChatGPT-Image-29-avr.-2026-10-h-38-min-43-s.png\u00a0\u00bb alt=\u00a0\u00bbUne personne r\u00e9pondant \u00e0 des questions dans le cadre d&rsquo;une enqu\u00eate de march\u00e9 pendant son trajet domicile-travail\u00a0\u00bb title_text=\u00a0\u00bbAnswering Questions While Commuting\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb10px||||false|false\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime; border_radii=\u00a0\u00bbon|10px|10px|10px|10px\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb sticky_enabled=\u00a0\u00bb0&Prime;][\/et_pb_image][et_pb_heading title=\u00a0\u00bbL\u2019IA comme levier, l\u2019humain comme pilier\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh2&Prime; custom_padding=\u00a0\u00bb10px||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p><span data-contrast=\"auto\">La technologie \u00e9volue rapidement, mais\u00a0m\u00eame\u00a0avec l\u2019IA\u00a0au\u00a0coeur\u00a0du processus,\u00a0nos experts s\u2019adaptent en temps r\u00e9el pour approfondir et enrichir la port\u00e9e des insights.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Leur expertise\u00a0reste\u00a0essentielle\u00a0et\u00a0guide chaque \u00e9tape\u00a0cl\u00e9 :\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<ul>\n<li><span data-contrast=\"auto\">Conception des guides d\u2019entrevue<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Orientation de l\u2019exploration<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Interpr\u00e9tation des r\u00e9sultats<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">L\u2019IA amplifie.\u00a0Nos\u00a0experts cadrent, analysent, d\u00e9codent.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">C\u2019est cette combinaison qui fait la diff\u00e9rence.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Des insights rapides, oui, mais surtout\u00a0toujours aussi\u00a0rigoureux, fiables et cr\u00e9dibles.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbUne nouvelle \u00e8re pour la recherche qualitative gr\u00e2ce \u00e0 l&rsquo;IA\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh2&Prime; custom_padding=\u00a0\u00bb10px||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p><span data-contrast=\"auto\">Les r\u00e8gles du jeu changent.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">La profondeur d\u2019analyse n\u2019est plus limit\u00e9e par la taille de l\u2019\u00e9chantillon.\u00a0Il est possible d\u2019aller \u00e0 la fois en largeur et en profondeur, en menant jusqu\u2019\u00e0 des centaines d\u2019entrevues en parall\u00e8le.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">La recherche qualitative devient :<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<ul>\n<li><span data-contrast=\"auto\">Plus rapide<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Plus\u00a0ample<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Plus\u00a0facile \u00e0 exploiter<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:259}\">\u00a0<\/span><\/li>\n<\/ul>\n<p>[\/et_pb_text][et_pb_divider _builder_version=\u00a0\u00bb4.27.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_divider][et_pb_text _builder_version=\u00a0\u00bb4.27.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p><span data-contrast=\"none\" xml:lang=\"FR-CA\" lang=\"FR-CA\" class=\"TextRun SCXW154896816 BCX8\"><span class=\"NormalTextRun SCXW154896816 BCX8\">\u00ab<span>\u00a0<\/span><\/span><\/span><span data-contrast=\"none\" xml:lang=\"FR-CA\" lang=\"FR-CA\" class=\"TextRun SCXW154896816 BCX8\"><span class=\"NormalTextRun SCXW154896816 BCX8\">L\u2019int\u00e9gration d\u2019une solution AIMI est essentielle pour permettre \u00e0 nos clients d\u2019acc\u00e9der beaucoup plus rapidement aux r\u00e9sultats et de mieux soutenir leurs d\u00e9cisions au quotidien.<\/p>\n<p>Cette approche allie la richesse des entretiens \u00e0 l\u2019ampleur de centaines de conversations, afin de livrer des insights plus rapides et fiables, tout en offrant aux participants la flexibilit\u00e9 de r\u00e9pondre au moment qui leur convient le mieux<span>\u00a0<\/span><\/span><\/span><span data-contrast=\"none\" xml:lang=\"FR-CA\" lang=\"FR-CA\" class=\"TextRun SCXW154896816 BCX8\"><span class=\"NormalTextRun SCXW154896816 BCX8\">\u00bb<\/span><\/span><span data-contrast=\"none\" xml:lang=\"FR-CA\" lang=\"FR-CA\" class=\"TextRun SCXW154896816 BCX8\"><span class=\"NormalTextRun SCXW154896816 BCX8\">,<\/span><\/span><span data-contrast=\"none\" xml:lang=\"FR-CA\" lang=\"FR-CA\" class=\"TextRun SCXW154896816 BCX8\"><span class=\"NormalTextRun SCXW154896816 BCX8\"><span>\u00a0<\/span>affirme<span>\u00a0<\/span><\/span><\/span><span data-contrast=\"none\" xml:lang=\"FR-CA\" lang=\"FR-CA\" class=\"TextRun SCXW154896816 BCX8\"><span class=\"NormalTextRun SCXW154896816 BCX8\"><strong>Sarah Mottet, vice-pr\u00e9sidente, transformation et IA<\/strong>.<\/span><\/span><span data-contrast=\"none\" xml:lang=\"FR-CA\" lang=\"FR-CA\" class=\"TextRun SCXW154896816 BCX8\"><span class=\"NormalTextRun SCXW154896816 BCX8\">\u00a0<\/span><\/span><span data-contrast=\"auto\" xml:lang=\"FR-CA\" lang=\"FR-CA\" class=\"TextRun SCXW154896816 BCX8\"><span class=\"NormalTextRun SCXW154896816 BCX8\">\u00a0<\/span><\/span><span class=\"EOP Selected SCXW154896816 BCX8\" data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p>[\/et_pb_text][et_pb_divider _builder_version=\u00a0\u00bb4.27.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_divider][et_pb_text _builder_version=\u00a0\u00bb4.27.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb||10px||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p><span data-contrast=\"auto\">Chez L\u00e9ger, nous int\u00e9grons l\u2019intelligence artificielle de fa\u00e7on r\u00e9fl\u00e9chie pour acc\u00e9l\u00e9rer l\u2019acc\u00e8s \u00e0 des insights de qualit\u00e9, tout en gardant l\u2019expertise humaine au c\u0153ur de l\u2019interpr\u00e9tation et des d\u00e9cisions.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Envie d\u2019en voir le potentiel pour vos projets ?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Contactez-nous pour en savoir plus sur nos entrevues qualitatives men\u00e9es avec l\u2019IA.<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p>[\/et_pb_text][et_pb_button button_text=\u00a0\u00bbContactez-nous\u00a0\u00bb module_class=\u00a0\u00bbhs-cta-trigger-button hs-cta-trigger-button-153049436245&Prime; _builder_version=\u00a0\u00bb4.27.6&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La recherche qualitative a toujours offert\u00a0cette force unique\u00a0:\u00a0aller chercher ce que les chiffres ne disent pas, les nuances, ce qui se cache derri\u00e8re une r\u00e9ponse.\u00a0\u00a0 Mais elle s\u2019est aussi toujours heurt\u00e9e \u00e0 une limite bien connue : le temps.\u00a0 Alors, qu\u2019est-ce qui se passe quand cette barri\u00e8re tombe\u00a0?\u00a0 Chez L\u00e9ger,\u00a0nous\u00a0introduisons\u00a0une nouvelle mani\u00e8re de\u00a0mener\u00a0des entrevues qualitatives : avec l\u2019intelligence artificielle comme alli\u00e9e.L\u2019id\u00e9e est de pr\u00e9server ce qui fait la force du qualitatif, soit de vraies conversations humaines, tout en d\u00e9ployant le tout \u00e0 une \u00e9chelle nettement plus large. Avec les\u00a0entrevues mod\u00e9r\u00e9es par l\u2019intelligence artificielle (AIMI),\u00a0il devient possible de mener des \u00e9changes structur\u00e9s avec des centaines de participants simultan\u00e9ment. Aliment\u00e9es par des mod\u00e8les d\u2019IA conversationnelle et encadr\u00e9es par des guides con\u00e7us par\u00a0nos\u00a0experts, ces entrevues conservent leur rigueur, tout en gagnant en port\u00e9e.\u00a0La diff\u00e9rence se joue d\u2019abord sur la vitesse. L\u00e0 o\u00f9 les approches traditionnelles demandent des semaines pour recruter, interviewer et analyser, cette m\u00e9thode livre des insights\u00a0en aussi peu que 72 heures.\u00a0 Un changement de cadence qui transforme concr\u00e8tement la prise de d\u00e9cision.\u00a0Cette acc\u00e9l\u00e9ration ouvre de nouvelles possibilit\u00e9s :\u00a0 Tester des concepts presque en temps r\u00e9el\u00a0 Valider des hypoth\u00e8ses en cours de route\u00a0 Alimenter des d\u00e9cisions strat\u00e9giques au moment o\u00f9 elles comptent\u00a0 [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":28402,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","inline_featured_image":false,"footnotes":""},"categories":[876],"tags":[1027,1026,1024,1028,1023,1022,1025],"post_language_cat":[],"class_list":["post-28379","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-expertise-de-marche","tag-aimi-entrevues","tag-analyse-qualitative-automatisee-2","tag-entrevues-ia-2","tag-innovation-recherche-marketing","tag-insights-qualitatifs-2","tag-intelligence-artificielle-recherche-qualitative-2","tag-recherche-marketing-ia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Recherche 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