JP6207944B2 - Preference evaluation method, preference evaluation apparatus, and preference evaluation program - Google Patents

Description

  The present application relates to a preference evaluation method, a preference evaluation device, and a preference evaluation program.

  There is known a method of evaluating a user's interest and degree of interest with respect to an object such as cosmetics by conducting a questionnaire or interview with the user and using the result. Reasons for the user to select cosmetics are, for example, due to functional values such as effects, efficacy, safety, etc. of cosmetics, and due to sensibility values such as cosmetic usability, packaging, brands, etc. ing.

  Also, a method for measuring a change in an individual's brain activity in order to evaluate an individual's cognitive / emotional response to a media message is known (see, for example, Patent Document 1).

JP 2008-183448 A

  However, in the above-described questionnaires and interviews, users often answer over questions while considering the reason. For this reason, it is difficult for the survey results to reflect, for example, preferences such as interests, interests, and preferences that the user intuitively and unconsciously feels about the target. Moreover, the conventional method as shown in Patent Document 1 described above evaluates a response to a media message, and evaluates the user's preference for the specific target described above, the user's characteristics based on the user's preference, and the like. Can not do it.

  In one aspect, the present invention is directed to appropriately assessing user preference.

  The preference evaluation method in one aspect includes a measurement procedure for measuring a user's skin resistance response value at predetermined intervals, and a plurality of evaluation targets to be presented to the user, and then a predetermined evaluation target included in the plurality of evaluation targets. A presentation procedure to be presented; an analysis procedure for analyzing the skin resistance response value in a period in which the predetermined evaluation object is presented by the presentation procedure among the skin resistance response values obtained by the measurement procedure; and the analysis procedure And an evaluation procedure for evaluating the preference for the predetermined evaluation object based on the skin analysis reaction value obtained by the above.

  Appropriately evaluate user preferences.

It is a figure which shows an example of a function structure of the preference evaluation apparatus in this embodiment. It is a figure which shows an example of the hardware constitutions which can implement | achieve preference evaluation processing. It is a flowchart which shows the flow of a preference evaluation process. It is a figure which shows the example which presented the sample of evaluation object at random. It is a figure for demonstrating SCR obtained corresponding to FIG. It is a figure which shows the example of sample presentation which asks a user for selection action. It is a figure for demonstrating SCR obtained corresponding to FIG. It is a figure for demonstrating the whole flow of the preference evaluation process in this embodiment. It is a figure for demonstrating the procedure which acquires the waveform of a skin resistance reaction value. It is a figure which shows an example of a preference evaluation result. It is a figure which shows the other example of a preference evaluation result.

  Hereinafter, embodiments of the present invention will be described in detail.

<Preference device: functional configuration example>
FIG. 1 shows an example of the functional configuration of the preference evaluation device in the present embodiment. As shown in FIG. 1, the preference evaluation apparatus 10 includes an input unit 11, an output unit 12, a storage unit 13, a measurement unit 14, a presentation unit 15, an analysis unit 16, an evaluation unit 17, and a control. And means 18.

  The input unit 11 accepts inputs such as start / end of various instructions regarding the preference evaluation process, settings, and the like. The input unit 11 is a pointing device such as a keyboard or a mouse if it is a general-purpose computer such as a PC (Personal Computer). The input means 11 may be a voice input device such as a microphone that can input the above-described voice, for example.

  The output unit 12 outputs the content input by the input unit 11 and the content executed based on the input content. For example, the output unit 12 displays the sample (product etc.) to be evaluated presented by the presentation unit 15 on the screen. The output unit 12 is, for example, a display or a speaker. The output unit 12 may have a printing device such as a printer.

  The input unit 11 and the output unit 12 described above may have an input / output integrated configuration such as a touch panel, for example, when the preference evaluation device 10 is a smartphone, a tablet terminal, or the like.

  The storage unit 13 stores various information necessary in the present embodiment. Specifically, various programs for executing the preference evaluation process in the present embodiment, various setting information, and the like are stored. The storage unit 13 stores, for example, the skin resistance response value of the user, the waveform of the averaged skin resistance response value, the evaluation result of the preference for each sample, and the like.

  Here, the storage means 13 is a collection of various kinds of information as described above. For example, even if the storage means 13 has a function as a database structured systematically so that it can be searched and extracted using keywords or the like. good. Further, the information stored in the storage unit 13 may be acquired from an external device via a communication network, for example.

  The measurement unit 14 continuously measures, for example, a skin conductance response (SCR) value at predetermined time intervals among electrodermal activity (EDA) which is an example of a user's biological reaction. To do. The measuring means 14 records an analog signal measured by a high-precision EDA measuring device DA-3 manufactured by Vega System, for example, as an EDA measuring instrument, for example, at a sampling frequency of 100 Hz or the like via an A / D converter.

  The presenting means 15 presents a sample to be evaluated on the screen. The presenting means 15 presents a plurality of samples (two samples, etc.) simultaneously, presents a screen showing a blank state in which no samples are presented as a non-presentation period, and then presents a predetermined sample among the plurality of samples. The presenting means 15 then presents a screen for evaluating a predetermined sample. In addition, the presentation period of each screen until the presentation means 15 evaluates a predetermined sample is mentioned later.

  The analysis unit 16 analyzes the skin resistance response value during the period in which a predetermined sample is presented by the presentation unit 15 among the user's skin resistance response values obtained by the measurement unit 14. For example, when the analysis unit 16 extracts the skin resistance response values during the period in which the predetermined sample is presented, the analysis unit 16 generates a waveform (SCR average waveform) obtained by averaging the skin resistance response values in the plurality of periods in which the predetermined sample is presented. Ask.

  Moreover, the analysis means 16 analyzes the EDA reaction intensity (SCR response value for each sample to be evaluated) quantified based on the average amplitude value (μS) for a predetermined period in the SCR average waveform. The analysis means 16 can also obtain a waveform (SCR total average waveform) obtained by averaging the above-described skin resistance response values obtained from a plurality of users for a predetermined sample.

  The evaluation unit 17 evaluates the user's preference with respect to a predetermined sample based on the user's skin resistance response value obtained by the analysis unit 16. Moreover, the evaluation means 17 may evaluate a user's palatability based on the EDA reaction intensity etc. which are quantified by a user's skin resistance reaction value. Furthermore, the evaluation means 17 can also evaluate a user's preference with respect to the sample used as evaluation object, or can evaluate a user's property and characteristic based on the SCR total average waveform obtained from a plurality of users. .

  The control means 18 controls the entire components of the preference evaluation device 10. The control means 18 controls at least one of, for example, measurement and analysis of a user's skin resistance reaction value, preference evaluation processing, and the like.

<Preference evaluation device: hardware configuration>
Here, an execution program (preference evaluation program) that causes a computer to execute each function of the above-described preference evaluation device 10 is generated and installed in, for example, a general-purpose PC or server. Thereby, it is possible to realize the preference evaluation process and the like in the present embodiment.

  FIG. 2 is a diagram illustrating an example of a hardware configuration capable of realizing the preference evaluation process. 2 includes an input device 21, an output device 22, a drive device 23, an auxiliary storage device 24, a memory device 25, a CPU (Central Processing Unit) 26 that performs various controls, and a network connection device. 27, and these are connected to each other by a system bus B.

  The input device 21 has a pointing device such as a keyboard and mouse operated by a user and the like, and has a voice input device such as a microphone and inputs various operation signals such as execution of a program from the user. In addition, the input device 21 can have an input unit for acquiring a user's skin resistance reaction value, for example.

  The output device 22 has a display for displaying various windows, data, and the like necessary for operating the computer main body that performs processing according to the present embodiment, and displays the execution progress, results, and the like by a control program of the CPU 26.

  Here, the execution program installed in the computer main body in the present embodiment is provided by, for example, a portable recording medium 28 such as a USB (Universal Serial Bus) memory or a CD-ROM. The recording medium 28 can be set in the drive device 23, and an execution program included in the recording medium 28 is installed from the recording medium 28 to the auxiliary storage device 24 via the drive device 23.

  The auxiliary storage device 24 is a storage unit such as a hard disk, and stores the execution program in the present embodiment, a control program provided in the computer, and the like, and can perform input / output as necessary.

  The memory device 25 stores an execution program read from the auxiliary storage device 24 by the CPU 26. The memory device 25 is a ROM (Read Only Memory), a RAM (Random Access Memory), or the like. The auxiliary storage device 24 and the memory device 25 described above may be integrated as a single storage device.

  The CPU 26 controls processing of the entire computer, such as various operations and input / output of data with each hardware component, based on a control program such as an OS (Operating System) and an execution program stored in the memory device 25. Thus, the preference evaluation process in the present embodiment is realized. Various information necessary during the execution of the program may be acquired from the auxiliary storage device 24 and the execution result or the like may be stored.

  The network connection device 27 acquires an execution program from another device connected to the communication network by connecting to a communication network such as the Internet or a LAN (Local Area Network). Further, the network connection device 27 can provide the execution result obtained by executing the program or the execution program itself in the present embodiment to another device or the like.

  With the hardware configuration described above, it is possible to execute the preference evaluation process in the present embodiment. In addition, by installing an execution program, it is possible to easily realize the preference evaluation process in the present embodiment on a general-purpose PC or the like.

<Flow of taste evaluation processing>
FIG. 3 is a flowchart showing the flow of the preference evaluation process. As shown in FIG. 3, the preference evaluation apparatus 10 measures the value (unit: μS) of the skin resistance reaction (SCR) obtained from the electrodes attached to the index finger and the middle finger of the user's left hand, for example, by the measuring means 14. The means 14 continuously measures at predetermined time intervals (S10).

  Here, the preference evaluation apparatus 10 presents, for example, two preset samples at the same time by the presentation unit 15 and presents a screen indicating a blank state, and then presents a sample to be evaluated among the two samples. (S11). In the process of S11, after presenting the sample to be evaluated, a screen for evaluating the sample to be evaluated may be presented.

  Next, the preference evaluation apparatus 10 analyzes the skin resistance response value obtained by the process of S10 in the period in which the sample to be evaluated of the two samples is presented by the process of S11 by the analysis unit 16 (S12). . In addition, the process of S10-S12 is repeatedly implemented, the obtained skin resistance reaction value is averaged, an SCR average waveform is calculated | required, and it is 4-6 seconds from the time of showing the sample of evaluation object among SCR average waveforms, for example. The average amplitude value before and after may be obtained as the EDA reaction intensity.

  Next, the preference evaluation apparatus 10 evaluates the preference for the sample to be evaluated based on the EDA reaction intensity quantified by the skin resistance response value obtained by the processing of S12 by the evaluation means 17 ( S13), the process is terminated.

  In this embodiment, the user's potential preference based on the unconscious reaction (interest, interest, disgust, etc.) rooted in the user's memory for a specific target (sample, etc.), for example, by the above-described configuration, processing procedure, etc. It becomes possible to evaluate sex.

<Evaluation protocol>
Here, a protocol (evaluation protocol) for evaluating preference in the present embodiment will be described. FIG. 4 is a diagram illustrating an example in which samples to be evaluated are presented at random. FIG. 5 is a diagram for explaining the skin resistance response (SCR) obtained corresponding to FIG.

  For example, in the example of FIG. 4, a screen showing a sample and a screen in a blank state where no sample is presented are alternately presented at predetermined time intervals. Specifically, as shown in FIG. 4, a screen showing a sample is presented for about 8 seconds, for example, and then a blank screen without a sample is presented for about 1 to 3 seconds, and then another sample is displayed. For example, a screen showing about 8 seconds is presented.

  FIG. 5A is a diagram showing the relationship between the average amplitude of the skin resistance response (SCR) obtained in correspondence with FIG. 4 and the palatability by subjective evaluation. In FIG. 5A, the horizontal axis represents the average of sample selection times (0 to 8 times) by 18 users (high preference by subjective evaluation), and the vertical axis represents the skin resistance response (SCR) ( Average amplitude of 0.05 μS · 1 scale) is shown. Note that the sample selection in FIG. 5A is obtained from the result of conducting a questionnaire using a questionnaire sheet for the user, for example.

  As shown in FIG. 5A, the average amplitude value of the skin resistance response (SCR) for each sample and the average value of the number of sample selections are, for example, product moment correlation coefficient r =. 01; n. s, and no correlation is shown between the value of the average amplitude of the skin resistance response (SCR) and the high degree of palatability by subjective evaluation.

  FIG. 5B is a diagram showing a skin resistance response (SCR) obtained corresponding to FIG. In FIG. 5B, the horizontal axis indicates the time (sec) from the time when the sample is presented, and the vertical axis indicates the skin resistance response (SCR). Here, the time-series fluctuation pattern of the SCR shown in FIG. 5B shows a pattern in which a large amplitude is obtained around 2 seconds from the time when the sample is presented, for example.

<Example of asking the user for selection behavior>
Next, a sample presentation example in which the user is asked for a selection action will be described in contrast to the above-described example in which samples are presented randomly. FIG. 6 is a diagram illustrating an example of sample presentation that asks the user for a selection action. FIG. 7 is a diagram for explaining the skin resistance response (SCR) obtained corresponding to FIG.

  In the example of FIG. 6, a screen showing two samples at the same time is presented, a screen in a blank state in which no sample is presented is presented, and then a screen showing a sample to be evaluated out of the two samples is presented. Yes. Further, after that, a screen (that is, a screen for evaluating a sample) that allows the user to select whether or not a sample to be evaluated is desired is presented.

  Specifically, as shown in the example of FIG. 6, the screen showing the two samples presents the two samples at the same time (for example, 8) in order to make the user recognize the sample, such as “Which do you want?” After that, a blank screen that is a non-presentation period is presented (for example, about 4 to 8 seconds).

  Next, a question such as “Would you like this one?” Is presented on the screen showing the sample to be evaluated out of the two samples (for example, about 8 seconds), and then “Present” on the screen that prompts the user to select a sample. Press the button if you want more of what has been done "prompts you to select (for example, about 3 seconds).

  FIG. 7A is a diagram showing the relationship between the average amplitude of the skin resistance response (SCR) obtained corresponding to FIG. 6 and the palatability by subjective evaluation. In FIG. 7A, the horizontal axis represents the average number of sample selections (from 0 to 6) by eleven users (high preference based on subjective evaluation), and the vertical axis represents skin resistance response (SCR). The average amplitude of (0.05 μS · 1 scale) is shown.

  As shown in FIG. 7A, the average amplitude value of the skin resistance response (SCR) for each sample and the average value of the number of sample selections are, for example, product moment correlation coefficient r = +. 996; p <. 05, indicating a high correlation between the value of the average amplitude of the skin resistance response (SCR) and the height of palatability based on subjective evaluation. In addition, a significant effect was obtained from the results of analysis of variance.

  FIG. 7B is a diagram showing a skin resistance response (SCR) obtained corresponding to FIG. In FIG. 7B, the horizontal axis indicates the time (sec) from the time when the sample is presented, and the vertical axis indicates the skin resistance response (SCR).

  Here, the SCR time-series fluctuation pattern shown in FIG. 7B has a large amplitude, for example, around 4 to 6 seconds from the time when the sample is presented. This SCR time-series fluctuation pattern is similar to a pattern obtained by false detection applied at, for example, the Institute of Scientific Police Research. From the results of FIG. 7 described above, it can be said that the EDA reaction intensity obtained by the evaluation protocol shown in FIG. 6 reflects the response to the user's preference with respect to the evaluation protocol shown in FIG.

  That is, the EDA reaction reflecting the user's preference reflects, for example, the information processing process of “behavior preparation” accompanying the information processing process of “perception / recognition” of the user. Therefore, for example, as shown in the evaluation protocol shown in FIG. 4, the information processing process of “behavior preparation” is not triggered in a situation where only a sample is shown and a gain due to behavior cannot be expected. The appropriate EDA reaction reflecting the is not extracted.

  On the other hand, as shown in the evaluation protocol shown in FIG. 6, for example, after presenting two samples, the sample to be evaluated is presented, and a sample presentation method for obtaining a selection action is used. It becomes possible to obtain an EDA reaction reflecting palatability.

  In addition, if the user actually makes “behavior”, there is an opinion that “behavior result” may be recorded, and measurement of “biological reaction” is not necessary as described above. However, for example, even when an information processing process that is a user's latent, unconscious, and emotional behavior preparation reaction is triggered, the user's rational judgment may suppress the behavior (for example, I want to eat but be patient). Also, even if emotional behavior preparation reaction does not occur emotionally, there is a case where it acts intelligently (for example, it does not care but for a promise).

  Therefore, it is difficult to evaluate pure, intuitive, unconscious, and emotional palatability that is not affected by reason by simply observing the user's “behavior” itself. For example, experimentally triggering the information processing process of the action preparation reaction and measuring the biological signal that reflects the intuitive and unconscious information processing process is to observe the actual action itself. Absent. The measurement of the biological signal is to capture the strength of the reaction of the first emotional information processing process that is going to cause an action as an evaluation index of pure preference before being interfered by reason.

<Overall flow of taste evaluation processing>
Therefore, in this embodiment, the preference evaluation process is executed by using the evaluation protocol shown in FIG. FIG. 8 is a diagram for explaining the overall flow of the preference evaluation process in the present embodiment.

  As shown in FIG. 8A, the preference evaluation process in the present embodiment is configured by a first half 30 that performs evaluation / measurement, a break 31, and a second half 32 that performs evaluation / measurement.

  Prior to the first half 30 for performing the evaluation / measurement, a time (for example, about 1 to 2 minutes) for confirming a plurality of samples to be evaluated is provided to the user in advance. Here, for example, the process of confirming the image of the sample is not a process of memorizing and comparing the contents of the sample in scrutiny, but for the purpose of obtaining the amount of information in the time required to actually see the sample at the store, for example. To do.

  In the first half 30 and the second half 32 where the evaluation / measurement is performed, for example, the evaluation / measurement is repeatedly performed on a preset sample. A break 31 is provided between the first half 30 and the second half 32 where evaluation and measurement are performed. For example, as the break 31 becomes longer, for example, the response may be lowered as the overall arousal level is lowered. Therefore, the first half 30 and the second half 32 for performing the evaluation and measurement are shortened as much as possible. The midway break 31 is set to about 2 minutes, for example, but is not limited thereto.

  In the example of FIG. 8B, in the first half 30 where evaluation / measurement is performed, for example, evaluation / measurement for four samples is performed 13 times in total, and 12 times except for the first time are analyzed. The reason that the first time is excluded from analysis is that the user is often not prepared in situations where the user is not used to it, and there is a high possibility that a peculiar reaction such as an excessively large reaction will occur. In the second half 32, evaluation and measurement are performed in the same manner as in the first half 30.

  Specifically, as shown in FIG. 8C, for example, a screen 40 showing a blank state is presented (for example, about 5 seconds). For example, when four samples are to be evaluated, first, two relative evaluations are performed. A screen 41 showing a sample is presented (for example, about 2 to 8 seconds). The time for displaying the screen 41 may be a sufficient time for recognizing the two samples and comparing the two samples and determining that it is preferable (desired to obtain) for the user himself / herself.

  Next, a blank screen 42 is presented (for example, about 4 to 8 seconds: an average of about 6 seconds), and a screen 43 showing a sample to be evaluated among the two samples is presented (for example, about 8 seconds). Here, the time when the blank screen 42 is presented has a sufficiently small influence on the biological reaction (SCR value) due to stimulation of the screen 41 showing two samples, and the timing when the next screen is presented is accurate. It is a good time to not understand.

  That is, if the user knows the timing at which the next screen 43 is presented, the influence of noise, such as force on the body and breathing, will increase at that timing. Moreover, since the amplitude value of SCR increases after the stimulus presentation start, the time for which the screen 43 is presented is preferably a sufficient time that the response intensity can be specified.

  The time for which the screen 43 is presented is, for example, about 8 seconds. However, the screen 43 may not be continuously presented during that time. For example, the screen 43 may be blanked after being presented for about 4 seconds. In such a case, the amplitude value of the SCR obtained in a total of about 8 seconds between the time when the screen 43 is presented (for example, about 4 seconds) and the blank state (for example, about 4 seconds) is analyzed. That is, the section presented on the screen 43 and the section for analyzing the amplitude value of the SCR do not necessarily match. The SCR amplitude value will be described later.

  Next, a screen (screen for evaluating the sample) 44 for determining whether or not the sample to be evaluated presented on the screen 43 is desired is presented (for example, about 3 seconds), and a blank screen 45 is presented (for example, 3). Seconds). Here, the time for which the screen 44 is presented is determined to be the sample that the sample to be evaluated presented on the screen 43 out of the two samples presented on the screen 41 is desired. Good.

  On the screen 44, the user is requested to press the evaluation report button. The timing of pressing the button may be the timing when the SCR value for the sample to be evaluated has been recorded. Moreover, it is good to press with the right hand instead of the left hand which mounts the electrode which measures SCR. The reason for asking the user to press this evaluation report button is to “provide a biological reaction that accompanies the information processing process that prepares the action”, and to “maintain the awakening level” and provide a stable response. Necessary for measuring and recording.

  In addition, the time for which the screen 45 is presented is that the exercise by pressing the evaluation report button or the like for determining whether or not the sample to be evaluated is desired on the screen 44 remains as noise when the new screen 41 is presented. It is good to have enough time to not.

  As described above, in the first half 30, two samples to be subjected to relative evaluation are presented, for example, six times (a total of 12 times when two other samples are combined), and it is determined whether one sample is desired three times each. Let Similarly, in the latter half 32, two samples are presented six times (a total of 12 times when two other samples are combined), and it is determined whether one sample is desired three times. Accordingly, it is possible to obtain six biological reactions (SCRs) for one sample together with the first half 30 and the second half 32.

<Procedure for obtaining waveform of skin resistance response value>
FIG. 9 is a diagram for explaining a procedure for acquiring a waveform of a skin resistance response value. FIG. 9A shows the flow of one evaluation / measurement shown in FIG. 8C. FIG. 9B shows the value of SCR (μS) obtained from the user during the evaluation / measurement shown in FIG. FIG. 9C shows the presentation timing of a screen showing a sample to be evaluated, and FIG. 9D shows a button press reaction for evaluation reporting by the user. FIG. 9E shows SCR (μS) for six times for the sample to be evaluated, and FIG. 9F shows an SCR average waveform obtained from FIG. 9E.

  The analysis means 16 extracts the SCR value during the period (for example, about 8 seconds) in which the screen 43 indicating the sample to be evaluated shown in FIG. 9A is presented from the SCR values shown in FIG. 9B. To do. As shown in FIG. 9 (E), the analysis means 16 extracts the SCR values for six times in the first half 30 and the second half 32 during the period when the screen 43 shown in FIG. 9 (A) is presented.

  The analyzing means 16 obtains the SCR average waveform shown in FIG. 9 (F) from the extracted SCR values for six times, and from the obtained SCR average waveform, the analysis means 16 calculates the SCR average waveform from the presentation timing of the screen 43 shown in FIG. 9 (A). An average amplitude value (μS) in 2 seconds to 6 seconds is obtained and analyzed as EDA reaction intensity.

  As described above, by obtaining the EDA reaction intensity shown by the dotted line in FIG. 9F for each user, for example, it becomes possible to evaluate the user's preference for each sample.

  Further, the SCR value shown in FIG. 9B is extracted from the measured values of the entire users who have been evaluated and measured, and the averaging shown in FIG. 9E is performed, so that the SCR total average waveform for each sample is obtained. Can be obtained. From this, by obtaining the EDA reaction intensity shown in FIG. 9F, it becomes possible to obtain a preference comparison result for each sample of the entire user.

<Example of preference evaluation results>
FIG. 10 is a diagram illustrating an example of a preference evaluation result. FIG. 10A shows, for example, waveforms of the skin resistance response (SCR) for four samples. FIG. 10B shows a waveform of the skin resistance response (SCR) at different measurement times for one sample.

  In the example of FIG. 10A, for example, by comparing the EDA reaction intensity of each sample, it becomes possible to evaluate the preference for each sample. That is, in the example of FIG. 10A, the EDA reaction intensity 50 has the highest amplitude, for example, around 4 seconds to 6 seconds, compared to the EDA reaction intensity 51 to 53.

  Therefore, for example, it is possible to evaluate the preference such as being most interested in a sample having an EDA reaction intensity of 50. In addition, by comparing the above-described amplitudes in the EDA reaction intensities 50 to 53, it is possible to rank the interests and the degree of interest for each sample.

  In the example of FIG. 10 (B), for example, by comparing the EDA reaction intensity 60 obtained at the beginning of use of the sample with the EDA reaction intensity 61 obtained after 4 weeks using the sample, It becomes possible to evaluate the palatability as a consciousness of use. For example, in the example of FIG. 10B, the EDA reaction intensity 61 has a higher amplitude, for example, around 4 seconds to 6 seconds than the EDA reaction intensity 60. Therefore, it can be evaluated that the sample is satisfied even after 4 weeks.

<Other examples of preference evaluation results>
FIG. 11 is a diagram illustrating another example of the preference evaluation result. FIG. 11A shows the waveform of the skin resistance response (SCR) for 35 Japanese people, and FIG. 11B shows the waveform of the skin resistance response (SCR) for 35 Chinese people. Show. In the example of FIG. 11, an example in which a sample different from the four samples used in FIG.

  In the example of FIG. 11A, the EDA reaction intensity 70 has the highest amplitude, for example, around 4 seconds to 6 seconds, compared to the EDA reaction intensity 71 to 73, for example. Therefore, for example, it is possible to evaluate the preference such as being most interested in the sample from which the EDA reaction intensity 70 is obtained.

  On the other hand, in the example of FIG. 11B, the EDA reaction intensity 71 has the highest amplitude, for example, around 4 seconds to 6 seconds, compared with the EDA reaction intensity 70 and the EDA reaction intensity 72 to 73, for example. . Therefore, for example, it is possible to evaluate the preference such as being most interested in the sample from which the EDA reaction intensity 71 is obtained.

  The results shown in FIG. 11 indicate that a difference in preference tendency is reflected between users with different cultural backgrounds for the same evaluation object. Therefore, for example, by evaluating the difference in palatability in a predetermined user layer with respect to a predetermined evaluation target, it is possible to evaluate, for example, the user's properties and characteristics.

  As described above, the preference evaluation result obtains an evaluation for a specific sample (for example, a product evaluation performed in the product development process), and evaluates which user group feels the preference (for example, a target performed in a consumer survey). It is also possible to evaluate).

  As described above, by using the EDA reaction, it is possible to evaluate whether or not the object is highly important for the user (interest, interest, gain occurs, that is, a positive object if positive). Become. In the above example, an EDA reaction is used as an example of a biological reaction. However, for example, by performing measurements such as an electrocardiogram and respiration at the same time, there is a risk that a significant reaction cannot be obtained from the user due to the user's constitution or the like. It is also possible to reduce. It is also possible to perform more accurate evaluation by combining measurement of heart rate, respiration, electroencephalogram, cerebral blood flow, and skin temperature.

  In addition, the above-described evaluation method is a method of extracting “intuitive and unconscious information processing process” in the preference determination for the user's target, but when the user selects a product or the like, The product selection / purchase is determined through a conscious information processing process. Therefore, for example, in the marketing survey, it is possible to comprehensively analyze the information processing process described above by combining with a questionnaire survey result or the like.

  As described above, according to the present embodiment, an intuitive and unconscious palatability rooted in memory for a user's target is obtained using an EDA reaction that reflects a memory of values such as a gain for the user. Appropriate evaluation can be performed, and the user's properties and characteristics can be evaluated.

  The embodiment has been described in detail above, but is not limited to the specific embodiment, and various modifications and changes can be made within the scope described in the claims. Moreover, it is also possible to combine a part or all of each Example mentioned above.

DESCRIPTION OF SYMBOLS 10 Preference evaluation apparatus 11 Input means 12 Output means 13 Storage means 14 Measurement means 15 Presentation means 16 Analysis means 17 Evaluation means 18 Control means 21 Input device 22 Output device 23 Drive device 24 Auxiliary storage device 25 Memory device 26 CPU
27 Network connection device 28 Recording medium

Claims (15)

A measurement procedure for measuring a user's skin resistance response value at predetermined intervals;
After presenting a plurality of evaluation objects to the user, a presentation procedure for presenting predetermined evaluation objects included in the plurality of evaluation objects;
Among the skin resistance response values obtained by the measurement procedure, an analysis procedure for analyzing the skin resistance response value in a period in which the predetermined evaluation object is presented by the presentation procedure;
An evaluation procedure for evaluating a preference for the predetermined evaluation object based on the skin analysis reaction value obtained by the analysis procedure. The presentation procedure is as follows:
The preference evaluation method according to claim 1, wherein a non-presentation period is provided between a period in which the plurality of evaluation objects are presented and a period in which the predetermined evaluation object is presented. The presentation procedure is as follows:
The preference evaluation method according to claim 1, wherein after the predetermined evaluation target is presented, a screen for allowing the user to select whether to select the predetermined evaluation target is presented. The presentation procedure is as follows:
The preference evaluation according to any one of claims 1 to 3, wherein the predetermined evaluation object is presented during a period in which a reaction intensity with respect to the predetermined evaluation object can be specified from the skin resistance reaction value. Method. The analysis procedure is:
5. The preference evaluation method according to claim 1, wherein a waveform obtained by averaging the skin resistance response values in a plurality of the periods in which the predetermined evaluation target is presented is analyzed. The evaluation procedure is:
6. The preference ranking for each of the evaluation objects is performed by comparing the skin resistance response values in a period in which each of the evaluation objects is presented among the plurality of evaluation objects. Preference evaluation method. The evaluation procedure is:
The preference evaluation method according to any one of claims 1 to 6, wherein a difference in preference among the plurality of users with respect to the predetermined evaluation target is evaluated. Measuring means for measuring a user's skin resistance response value at predetermined intervals;
Presenting means for presenting predetermined evaluation objects included in the plurality of evaluation objects after presenting a plurality of evaluation objects to the user;
Among the skin resistance response values obtained by the measurement means, an analysis means for analyzing the skin resistance response value in a period in which the predetermined evaluation object is presented by the presenting means;
An appetite evaluation apparatus comprising: an evaluation unit that evaluates palatability for the predetermined evaluation object based on the skin analysis reaction value obtained by the analysis unit. The presenting means is
The preference evaluation apparatus according to claim 8, wherein a non-presentation period is provided between a period for presenting the plurality of evaluation objects and a period for presenting the predetermined evaluation object. The presenting means is
The preference evaluation apparatus according to claim 8 or 9, wherein after the predetermined evaluation target is presented, a screen for allowing the user to select whether or not to select the predetermined evaluation target is presented. The presenting means is
11. The preference evaluation according to claim 8, wherein the predetermined evaluation object is presented during a period in which a reaction intensity with respect to the predetermined evaluation object can be specified from the skin resistance reaction value. apparatus. The analysis means includes
The preference evaluation apparatus according to any one of claims 8 to 11, wherein a waveform obtained by averaging the skin resistance response values in the plurality of periods in which the predetermined evaluation target is presented is analyzed. The evaluation means includes
The preference ranking for each of the evaluation objects is performed by comparing the skin resistance reaction values in a period in which the evaluation objects are presented among the plurality of evaluation objects. Preference evaluation device. The evaluation means includes
The preference evaluation apparatus according to any one of claims 8 to 13, wherein a preference difference among the plurality of users with respect to the predetermined evaluation target is evaluated. Computer
The preference evaluation program for functioning as each means which the preference evaluation apparatus as described in any one of Claims 8 thru | or 14 has.

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