{"id":28538,"date":"2026-05-05T14:46:26","date_gmt":"2026-05-05T18:46:26","guid":{"rendered":"https:\/\/leger360.com\/?p=28538"},"modified":"2026-05-05T14:52:32","modified_gmt":"2026-05-05T18:52:32","slug":"conseils-experts-sondeur-sonde-arlen-dawlatian","status":"publish","type":"post","link":"https:\/\/leger360.com\/fr\/conseils-experts-sondeur-sonde-arlen-dawlatian\/","title":{"rendered":"Sondeur sond\u00e9 : Arlen\u00a0Dawlatian\u00a0"},"content":{"rendered":"

[et_pb_section fb_built=\u00a0\u00bb1″ theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][et_pb_column _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb type=\u00a0\u00bb4_4″ theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb hover_enabled=\u00a0\u00bb0″ sticky_enabled=\u00a0\u00bb0″]<\/p>\n

Et si, pour une fois, nous inversions les r\u00f4les?<\/span>\u00a0<\/span><\/p>\n

Chez L\u00e9ger, nous avons l\u2019habitude de poser les questions, d\u2019analyser les r\u00e9ponses et de r\u00e9v\u00e9ler les insights qui \u00e9clairent les d\u00e9cisions. Avec\u00a0<\/span>Le sondeur sond\u00e9<\/span><\/b>, nous changeons de perspective : nous donnons la parole \u00e0 celles et ceux qui, habituellement, sont derri\u00e8re les sondages.<\/span>\u00a0<\/span><\/p>\n

Arlen\u00a0Dawlatian\u00a0s\u2019est joint \u00e0 L\u00e9ger en 2014 au sein de l\u2019\u00e9quipe des op\u00e9rations, o\u00f9 il a contribu\u00e9 \u00e0 moderniser et \u00e0 positionner cette fonction \u00e0 l\u2019avant-garde du secteur. \u00c0 titre de vice-pr\u00e9sident, Solutions et services d\u2019implantation, il dirige les activit\u00e9s CX de L\u00e9ger, incluant la conception, la mise en \u0153uvre et la gestion des solutions d\u2019exp\u00e9rience client.<\/span><\/p>\n

[\/et_pb_text][et_pb_heading title=\u00a0\u00bbAlors que l\u2019intelligence artificielle continue d\u2019\u00e9voluer, quel avenir se dessine pour la recherche marketing et les sondages ?\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb title_level=\u00a0\u00bbh2″ hover_enabled=\u00a0\u00bb0″ sticky_enabled=\u00a0\u00bb0″ custom_padding=\u00a0\u00bb15px||||false|false\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb hover_enabled=\u00a0\u00bb0″ sticky_enabled=\u00a0\u00bb0″]<\/p>\n

L\u2019intelligence artificielle red\u00e9finit en profondeur les pratiques de la recherche marketing. \u00c0 ce stade, son utilisation ne constitue plus un facteur de diff\u00e9renciation, mais un standard op\u00e9rationnel<\/strong>.<\/span>\u00a0<\/span><\/p>\n

L\u2019IA uniformise la vitesse d\u2019ex\u00e9cution, les co\u00fbts et l\u2019acc\u00e8s aux capacit\u00e9s analytiques.\u00a0Dans ce contexte, l\u2019avantage concurrentiel se d\u00e9place vers la mani\u00e8re dont ces technologies sont mises en \u0153uvre et int\u00e9gr\u00e9es dans les processus d\u2019analyse.<\/span>\u00a0<\/span><\/p>\n

Chez L\u00e9ger, l\u2019un des principaux apports de l\u2019IA r\u00e9side dans sa capacit\u00e9 \u00e0 exploiter des environnements de donn\u00e9es complexes, en particulier les donn\u00e9es non structur\u00e9es.<\/strong> \u00c0 travers des programmes d\u2019\u00e9coute omnicanale, nous collectons des verbatims clients et des signaux comportementaux \u00e0 chaque point de contact du parcours. Historiquement, ces donn\u00e9es \u00e9taient sous-exploit\u00e9es en raison des contraintes li\u00e9es \u00e0 leur traitement \u00e0 grande \u00e9chelle.<\/span>\u00a0<\/span><\/p>\n

L\u2019int\u00e9gration de mod\u00e8les d\u2019IA permet d\u00e9sormais de structurer ces donn\u00e9es, d\u2019en extraire des insights \u00e0 haute granularit\u00e9 et d\u2019identifier des patterns \u00e9mergents de mani\u00e8re syst\u00e9matique. Elle facilite \u00e9galement la d\u00e9tection de signaux faibles, souvent d\u00e9terminants<\/strong> dans la compr\u00e9hension des dynamiques d\u2019exp\u00e9rience client.<\/span>\u00a0<\/span><\/p>\n

Dans une perspective CX, cette capacit\u00e9 est essentielle. Il ne s\u2019agit plus uniquement d\u2019analyser ce que les clients expriment<\/a>, mais de mod\u00e9liser les causes sous-jacentes des frictions, d\u2019identifier les points de rupture dans les parcours et de prioriser les interventions de mani\u00e8re op\u00e9rationnelle.<\/span>\u00a0<\/span><\/p>\n

Toutefois, l\u2019expertise humaine demeure un \u00e9l\u00e9ment central du dispositif analytique<\/strong>. La d\u00e9finition des cadres d\u2019analyse, la contextualisation des donn\u00e9es et la traduction des insights en leviers d\u2019action requi\u00e8rent une interpr\u00e9tation experte. L\u2019IA agit comme un acc\u00e9l\u00e9rateur, mais c\u2019est l\u2019articulation entre mod\u00e8les algorithmiques et jugement humain qui garantit la pertinence et la robustesse des recommandations.<\/span>\u00a0<\/span><\/p>\n

\u00c0 moyen terme, les acteurs qui se d\u00e9marqueront seront ceux capables d\u2019int\u00e9grer l\u2019IA de mani\u00e8re coh\u00e9rente dans l\u2019ensemble de la cha\u00eene de valeur des\u00a0insights,\u00a0de la collecte \u00e0 l\u2019activation,\u00a0en combinant performance technologique et rigueur m\u00e9thodologique.<\/span><\/p>\n

[\/et_pb_text][et_pb_heading title=\u00a0\u00bbDe quoi \u00eates-vous le plus fier?\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb title_level=\u00a0\u00bbh2″ hover_enabled=\u00a0\u00bb0″ sticky_enabled=\u00a0\u00bb0″ custom_padding=\u00a0\u00bb15px||||false|false\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb hover_enabled=\u00a0\u00bb0″ sticky_enabled=\u00a0\u00bb0″]<\/p>\n

C\u2019est une question complexe, car elle ne se r\u00e9sume pas \u00e0 un seul \u00e9l\u00e9ment.\u00a0Cela dit, deux aspects se d\u00e9marquent\u00a0clairement.<\/span>\u00a0<\/span><\/p>\n

Le premier concerne les talents.\u00a0La dimension humaine a toujours \u00e9t\u00e9 au c\u0153ur de L\u00e9ger<\/strong>. Nous avons d\u00e9but\u00e9 comme une entreprise familiale et sommes devenus la plus grande firme de recherche marketing d\u00e9tenue par des int\u00e9r\u00eats canadiens, mais cet ADN n\u2019a jamais\u00a0chang\u00e9.\u00a0Nous accordons une importance strat\u00e9gique \u00e0 l\u2019attraction et au d\u00e9veloppement de talents, ainsi qu\u2019\u00e0 la cr\u00e9ation d\u2019un environnement propice \u00e0 la performance et \u00e0 l\u2019engagement. Cette continuit\u00e9 constitue un pilier fondamental de notre succ\u00e8s.<\/span>\u00a0<\/span><\/p>\n

Le second touche \u00e0 notre approche de transformation du secteur, notamment dans le contexte de l\u2019intelligence artificielle<\/strong>. L\u00e0 o\u00f9 plusieurs acteurs privil\u00e9gient principalement des gains d\u2019efficacit\u00e9, L\u00e9ger adopte une d\u00e9marche centr\u00e9e sur le d\u00e9veloppement des capacit\u00e9s. Nous encourageons activement l\u2019appropriation de l\u2019IA par nos \u00e9quipes, en favorisant l\u2019exp\u00e9rimentation et l\u2019int\u00e9gration de ces outils dans les pratiques quotidiennes, afin d\u2019en maximiser la valeur.<\/span>\u00a0<\/span><\/p>\n

Ces deux dimensions sont intrins\u00e8quement li\u00e9es. Investir dans les talents et leur donner acc\u00e8s aux bons leviers technologiques<\/strong> permet d\u2019assurer une croissance durable, sans compromettre nos fondements. Cette approche soutient le d\u00e9veloppement d\u2019une organisation \u00e0 la fois performante, agile et r\u00e9solument tourn\u00e9e vers l\u2019avenir.<\/span><\/p>\n

[\/et_pb_text][et_pb_heading title=\u00a0\u00bbComment L\u00e9ger soutient ses clients dans l\u2019activation des insights ?\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb title_level=\u00a0\u00bbh2″ hover_enabled=\u00a0\u00bb0″ sticky_enabled=\u00a0\u00bb0″ custom_padding=\u00a0\u00bb15px||||false|false\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb hover_enabled=\u00a0\u00bb0″ sticky_enabled=\u00a0\u00bb0″]<\/p>\n

Chez L\u00e9ger, les insights sont con\u00e7us pour g\u00e9n\u00e9rer de l\u2019action. Leur valeur ne r\u00e9side pas dans leur production, mais dans leur int\u00e9gration aux processus d\u00e9cisionnels.<\/span>\u00a0<\/span><\/p>\n

L\u2019approche repose sur une mise en contexte rigoureuse des analyses, en lien avec les r\u00e9alit\u00e9s op\u00e9rationnelles et les m\u00e9canismes de d\u00e9cision des organisations<\/strong>.<\/span>\u00a0<\/span><\/p>\n

En exp\u00e9rience client, l\u2019objectif est de relier l\u2019\u00e9coute \u00e0 l\u2019ex\u00e9cution, en combinant feedback client et donn\u00e9es op\u00e9rationnelles pour identifier clairement les points de friction et leurs causes.<\/span>\u00a0<\/span><\/p>\n

L\u2019activation est centrale : alignement des priorit\u00e9s, traduction en actions concr\u00e8tes et int\u00e9gration dans les processus existants, avec un focus constant sur des r\u00e9sultats mesurables.<\/span>\u00a0<\/span><\/p>\n

En combinant compr\u00e9hension, structuration et ex\u00e9cution, L\u00e9ger permet de transformer les insights en impact durable.<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

Et si, pour une fois, nous inversions les r\u00f4les?\u00a0 Chez L\u00e9ger, nous avons l\u2019habitude de poser les questions, d\u2019analyser les r\u00e9ponses et de r\u00e9v\u00e9ler les insights qui \u00e9clairent les d\u00e9cisions. Avec\u00a0Le sondeur sond\u00e9, nous changeons de perspective : nous donnons la parole \u00e0 celles et ceux qui, habituellement, sont derri\u00e8re les sondages.\u00a0 Arlen\u00a0Dawlatian\u00a0s\u2019est joint \u00e0 L\u00e9ger en 2014 au sein de l\u2019\u00e9quipe des op\u00e9rations, o\u00f9 il a contribu\u00e9 \u00e0 moderniser et \u00e0 positionner cette fonction \u00e0 l\u2019avant-garde du secteur. \u00c0 titre de vice-pr\u00e9sident, Solutions et services d\u2019implantation, il dirige les activit\u00e9s CX de L\u00e9ger, incluant la conception, la mise en \u0153uvre et la gestion des solutions d\u2019exp\u00e9rience client.L\u2019intelligence artificielle red\u00e9finit en profondeur les pratiques de la recherche marketing. \u00c0 ce stade, son utilisation ne constitue plus un facteur de diff\u00e9renciation, mais un standard op\u00e9rationnel.\u00a0 L\u2019IA uniformise la vitesse d\u2019ex\u00e9cution, les co\u00fbts et l\u2019acc\u00e8s aux capacit\u00e9s analytiques.\u00a0Dans ce contexte, l\u2019avantage concurrentiel se d\u00e9place vers la mani\u00e8re dont ces technologies sont mises en \u0153uvre et int\u00e9gr\u00e9es dans les processus d\u2019analyse.\u00a0 Chez L\u00e9ger, l\u2019un des principaux apports de l\u2019IA r\u00e9side dans sa capacit\u00e9 \u00e0 exploiter des environnements de donn\u00e9es complexes, en particulier les donn\u00e9es non structur\u00e9es. \u00c0 travers des programmes d\u2019\u00e9coute omnicanale, nous […]<\/p>\n","protected":false},"author":34,"featured_media":28536,"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":[],"post_language_cat":[39],"class_list":["post-28538","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-expertise-de-marche","post_language_cat-fr-market-intelligence"],"acf":[],"yoast_head":"\nDemander \u00e0 un sondeur\u2503Arlen Dawlatian<\/title>\n<meta name=\"description\" content=\"Chez L\u00e9ger, nous posons les questions qui \u00e9clairent les d\u00e9cisions. 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