JP6230048B2 - SEGMENTATION DEVICE, SEGMENTATION PROGRAM, AND SEGMENTATION METHOD - Google Patents

Description

  The present invention relates to an apparatus for performing consumer segmentation based on purchasing behavior such as innovator theory.

  In order to use it for marketing, etc., consumers are classified using innovator theory etc. and used to promote new products. Here, the innovator theory is a theory about market penetration of new products and services proposed by Everett M. Rogers, a sociologist at Stanford University.

  In the innovator theory, consumers are classified into five groups: innovators (innovators), early adapters (early adopters), early majority (followers), late majority (late followers), and lagards (late persons). Is done.

  Innovators are a group of people who are adventurous and willing to adopt new products as they come out. Innovators place importance on the novelty of products and tend to ignore the usefulness of products.

  Early adapters are groups of people who share values with society, but are sensitive to fashion and gather information and make their own decisions. It has a great influence on other consumers and is called an opinion leader, and holds the key to product diffusion. The usefulness provided by new products is not necessarily accepted by everyone, so whether to penetrate the market depends largely on the judgment and reaction of early adapters.

  Early Majority is a group of people who are relatively cautious about adopting a new style. Although cautious, adopt new ones faster than the overall average. It is an intermediary layer that is strongly influenced by early adapters and allows new products to penetrate the market.

  Late Majority is a group of people who are skeptical about adopting a new style. They tend to make the same choices once they have confirmed that the majority of them have adopted it.

  Lagard is the most conservative group of people. They are not interested in trends and trends, and will not adopt them until innovation has become a tradition. Some of them continue to be rejected until the end.

  In the innovator theory, as shown in FIG. 20, these five groups are composed of 5% innovator, 13.5% early adapter, 34.0% early majority, 34.0% late majority, and 16.0% Lagard. It is supposed to be.

  Patent Document 1 discloses a system in which a teacher user is classified into one of the above groups based on a questionnaire response to the teacher user, and a user who performs an action similar to the teacher user is classified into the group. Yes.

JP2009-289068

  In the system of Patent Literature 1, a questionnaire is performed only for some teacher users of the target user, and segmentation is performed for other users depending on whether or not the behavior is similar to that of the teacher user. For this reason, users other than the teacher user have a problem that segmentation is indirect and not accurate.

  Moreover, the specific processing content is not shown how segmentation is performed based on the questionnaire response to the teacher user.

  An object of the present invention is to provide an apparatus that can solve the above problems and perform segmentation more appropriately.

(1) (2) A segmentation device according to the present invention includes an answer acquisition means for acquiring an answer of each target person for a question including at least a segmentation question for determining a purchase attitude of a product or service, and a segmentation question A recording unit that records response-corresponding score information indicating the score corresponding to the content of the response to the response, and according to the response acquired by the acquisition means, the score is calculated with reference to the response-corresponding score information, and each target person A total score calculation means for calculating the total score for each, and when each target person is arranged in the order of the highest or lowest total score, each target person is assigned at least two based on the occupation ratio of the number of target persons belonging to each score. Segmentation means for segmenting into groups.

  Therefore, the target person can be appropriately segmented.

(3) (4) The segmentation device according to the present invention is transmitted from the terminal device, a question transmission means for transmitting a question including at least a segmentation question for determining the purchase attitude of goods and services to the terminal device. An answer acquisition means for acquiring each person's answer to the question, a recording unit for recording answer corresponding score information indicating a score corresponding to the answer content for the segmentation question, and an answer acquired by the acquisition means In response, when calculating the score with reference to the answer-corresponding score information, the total score calculating means for calculating the total score for each target person, and when each target person is arranged in the order of the total score or less, A segmentation technique that segments each subject into at least two groups based on the share of the number of subjects belonging to each score. When, and a segmentation transmission means for transmitting the segmentation result by the segmentation unit to the terminal device.

  Therefore, the target person can be appropriately segmented.

(5) In the segmentation device according to the present invention, the segmentation means is 2.5% as an innovator, 13.5% as an early adapter, 34.0% as an early majority, and as a late majority, in descending order of total score. Segmentation is performed using 34.0% as a target value and 16.0% as a Lagard target value, and the absolute value of the actual occupation ratio corresponding to the target value of the innovator and the target value of the early adapter The grouping is performed so that the total error absolute value of the error absolute value of the actual occupation ratio becomes small.

  Therefore, segmentation can be performed more accurately for innovators or early adapters.

(6) In the segmentation device according to the present invention, the segmentation means is 2.5% as an innovator, 13.5% as an early adapter, 34.0% as an early majority, and as a late majority, in descending order of total score. Segmentation is performed with 34.0% and Lagard as the target value of 16.0%, the absolute value of the actual occupation ratio corresponding to the target value of 2.5% of the innovator, and the target value of the early adapter Total error absolute value of the error absolute value of the actual occupation ratio corresponding to 13.5%, error absolute value of the actual occupation ratio corresponding to the total target value 50% of the innovator / early adapter / early majority, Lagard Absolute error of the actual occupation ratio corresponding to the target value of 16.0% Is characterized by performing the grouping so decreases.

  Therefore, the segmentation can be performed for the innovator or the early adopter in consideration of the overall tendency as a normal distribution, so that the segmentation can be performed more accurately.

(7) In the segmentation device according to the present invention, the question includes a question for grasping characteristics, and the segmentation means totals answers to the question for grasping characteristics for each group. It is said.

  Therefore, characteristics can be grasped based on segmentation.

(8) A segmentation method according to the present invention is a method for performing segmentation by a computer, wherein the computer presents a question including at least a segmentation question for determining a purchase attitude of a product or service to a subject. The computer accepts each subject's answer to the question, and the computer records the answer-corresponding score information in which the score corresponding to the answer content to the segmentation question is recorded. The total score is calculated for each target person according to the obtained answer, and when the computer arranges each target person in the order of the highest or lowest total score, the occupation ratio of the number of target persons belonging to each score Segment each subject into at least two groups based on Computer has a feature to present the results of the segmentation.

  Therefore, the target person can be appropriately segmented.

  In the present invention, “answer acquisition means” refers to means for acquiring an answer to a question, means for receiving answer data from a mouse or a keyboard, and answer data from a CD-ROM drive in which a CD-ROM is inserted. It is a concept including a means for receiving, a means for receiving answer data via the Internet, and the like. In the embodiment, step S52 corresponds to this.

  In the embodiment, “total score calculation means” corresponds to steps S61 and S62.

  “Segmentation means” corresponds to steps S63 to S77 in the embodiment.

  The “program” is a concept that includes not only a program that can be directly executed by the CPU, but also a source format program, a compressed program, an encrypted program, and the like.

It is a functional block diagram of the segmentation apparatus by one Embodiment of this invention. This is the hardware configuration of the entire system. This is a hardware configuration of the server device 12. 3 is a flowchart of a segmentation program 30. It is an example of question data. It is an example of question data. It is a data example of the question for characteristic grasp. It is a question screen displayed on the terminal device. It is an example of answer content data. 3 is a flowchart of a segmentation program 30. 3 is a flowchart of a segmentation program 30. 3 is a flowchart of a segmentation program 30. 3 is a flowchart of a segmentation program 30. It is an example of an answer corresponding | compatible score table. It is data which shows the number of subjects by total score. It is a figure which shows the process for grouping an innovator. It is a figure which shows the process for grouping an early adapter. It is a figure which shows the cuttings 1-4 as a segmentation candidate. It is a figure which shows the error information of each cutting. It is a figure which shows grouping of the buyer based on innovator theory.

1. Overall Configuration of Segmentation Device FIG. 1 is a functional block diagram of a segmentation device according to an embodiment of the present invention. The answer acquisition unit 2 acquires an answer to the questionnaire question for the target person. In this embodiment, the question includes a segmentation question and a characteristic grasp question.

  In the recording unit 4, answer-corresponding score information 6 indicating the score corresponding to the answer content for the segmentation question is recorded. The total score calculation means 8 obtains a score for the answer to the question with reference to the answer-corresponding score information 6 and calculates the total score for each target person who asked the question.

The segmentation means 10 categorizes each target person into an innovator, early adapter, early majority, late majority, and lagert based on the occupancy ratio of each target number when the target persons are arranged in the order of the highest total score. To do. In addition, for each group of subjects, the answers to the questions for grasping the characteristics are tabulated.

2. Hardware Configuration FIG. 2 shows a hardware configuration of a segmentation system according to an embodiment of the present invention. The server device 12 is configured to be accessible from a plurality of terminal devices T1, T2,... Tn via the Internet. The target person accesses the server device 12 from each of the terminal devices T1, T2,. The server device 12 receives the answer to the question and executes a segmentation process. In this embodiment, the segmentation device is constructed as the server device 12.

  FIG. 3 shows a hardware configuration of the server device 12. A memory 18, a hard disk 20, a DVD-ROM drive 22, and a communication circuit 24 are connected to the CPU 16. The communication circuit 24 is for connecting to the Internet 14. The hard disk 20 stores an operating system (for example, WINDOWS (trademark)) 28, a segmentation program 30, question data 32, an answer correspondence score table 34, and the like.

  The segmentation program 30 performs its function in cooperation with the operating system 28. The operating system 28 and the segmentation program 30 are the ones recorded on the DVD-ROM 26 and installed on the hard disk 20 via the DVD-ROM drive 22.

  The question data 32 is a question for the subject. In this embodiment, the questions include a segmentation question and a characterization question. The answer-corresponding score table 34 describes scores corresponding to the answer contents for the segmentation question.

It is assumed that the terminal devices T1, T2,... Tn are PCs possessed by each subject, connectable to the Internet, and have a browser program installed.

3. FIG. 4 shows a flowchart of the browser program of the terminal device T1 and the segmentation program of the server device 12. FIG. 4 shows only the response data collection process.

  First, the subject operates the terminal device T1, and accesses the server device 12 with a predetermined user ID and password (step S1). The server device 12 performs authentication using a user ID and a password. If the user is a registered user, the server device 12 reads the question data 32 from the hard disk 20 and transmits it (step S51). An example of the question data 32 is shown in FIGS. 5 and 6 are segmentation questions. In this embodiment, nine questions are prepared as segmentation questions. FIG. 7 is a question for grasping characteristics other than segmentation.

  The terminal device T1 displays the sent question data on a display (not shown). FIG. 8 shows the questions displayed on the display. The target person operates the mouse (not shown) of the terminal device T1, and selects and answers one of the radio buttons R1, R2, R3, R4 next to the corresponding answer sentence. After answering all the questions in this way, a send button (not shown) is clicked. Thereby, the terminal device T1 transmits the response data (step S2).

  The server device 12 receives this answer data (step S52). Further, the server device 12 records the received answer data together with the user ID on the hard disk 20 (step S53).

  The above processing is also performed in the terminal devices T2. As a result, as shown in FIG. 9, answer content data from each target person is recorded in the hard disk 20 of the server device 12.

  FIGS. 10 to 13 are flowcharts of the segmentation program 30 that segments the target person based on the answer data. The CPU 16 reads the response content data from the hard disk 20. Next, referring to the answer correspondence score table 34 recorded in the hard disk 20, a score is assigned to each answer (step S61).

  FIG. 14 shows an example of the answer correspondence score table 34. The score is described corresponding to each limb of the segmentation question (see FIGS. 5 and 6). For example, if the target person answered Q1 (in terms of money and time spent for fun) and selected limb 2 (the person who spends more time and money in life), the score is 1 point. Will be given. The CPU 16 assigns points to each answer of each subject person. In this embodiment, the stronger the innovator element, the higher the score, and the stronger the guardian element, the lower the score (minus).

  As can be seen from FIG. 14, in this embodiment, the maximum score is not the same for all questions. This is because the weight as information for segmenting the target person is different for each question. As is clear from the scores of Q5 and Q6, the highest point and the lowest point are not symmetrical with respect to 0. This is because the baseline as information for segmenting the target person is different for each question.

  Next, CPU16 calculates the total score of the answer with respect to the question for segmentation for every object person (step S62). Further, this is sorted in descending order (step S63). Subsequently, the CPU 16 calculates the number of people for each score (step S64). As a result, a table as shown in FIG. 15 is generated. In the example shown in FIG. 15, the case where the number of target persons is 6000 is shown. For example, it can be seen that there are 5 subjects with a total score of 25, 0 subjects with 24 points, 1 subject with 23 points, and so on. Although not shown in the figure, the CPU 16 records a user ID corresponding to each total score.

  Next, the CPU 16 divides each target person into groups based on this number distribution. That is, the target person from the top to the score that achieves an occupancy rate of 2.5% is the innovator, and the subject who reaches the score that occupies 13.5% is the early adapter. Grouping is performed by repeating this to Lagard.

  Here, since the total score is a discrete value, it often does not match the ideal occupation ratio (target occupation ratio) of each segment. That is, a plurality of grouping candidates may be found, and a criterion for selecting them is required. In this embodiment, the selection criteria are provided not only from the viewpoint of reducing the error but also from the viewpoint of contributing to marketing.

The CPU 16 accumulates the number of people from the highest score (here, 25 points), and designates the target person up to the score immediately before the cumulative occupancy rate exceeds the innovator's target occupancy rate (2.5%) as an innovator ( Step S65). For example, in the case of FIG. 15, the cumulative occupation rate from the highest score is calculated as shown in FIG. Since the cumulative occupancy rate from 25 to 13 points is 2.2% and the cumulative occupancy rate from 25 to 12 points is 2.9%, the subjects from 25 points to 13 points are innovators here. Next, the CPU 16 accumulates the number of people from the top score except for the target person grouped as the innovator, and the occupancy rate of the accumulated number is closest to the target occupancy rate of the early adapter (13.5%) The target person up to a certain score is set as the early adapter (step S66). For example, in the case of FIG. 15, the cumulative occupation rate from 12 points is calculated as shown in FIG. The cumulative occupancy rate from 12 points to 6 points is 13.4%, and the cumulative occupancy rate from 12 points to 5 points is 18.6%. And

  Next, the CPU 16 accumulates the number of people from the top score, excluding the target persons grouped as the innovator and early adapter, and the occupation rate of the cumulative number of people reaches the target occupation rate (34.0%) of the early majority. The target person up to the closest score is set as the early majority (step S67). As a result, subjects from 5 to 2 are grouped as early majority.

  Further, the CPU 16 accumulates the number of people from the top score, excluding the target persons grouped as the above innovator, early adapter, and early majority, and the occupancy rate of the cumulative number is the target occupancy rate of the late majority (34.0%). The target up to the score just before) is the late majority. Then, the remaining target persons are set as Laguard (step S68). As a result, subjects from 1 point to -1 point are grouped as late majority, and the remaining subjects are grouped as laguard. Here, the above segmentation candidates are referred to as cutting 1.

  Further, the CPU 16 accumulates the number of people from the top score, excluding the target persons grouped as the innovator, early adapter, and early majority, and the occupancy rate of the cumulative number of people is the target occupancy rate of the late majority (34.0%). ) The majority of the subjects up to the score immediately after exceeding) shall be the late majority. Then, the remaining target persons are set as Laguard (step S69). As a result, subjects from 1 point to -2 points are grouped as late majority and the remaining subjects are grouped as laguard. Here, the above segmentation candidates are referred to as cutting 2.

  Cuttings 1 and 2 that are segmentation candidates generated as described above are schematically shown in FIG.

  In the above, in step S65, the target person until the score immediately before the cumulative occupancy rate of the total number of people exceeds the innovator's target occupancy rate (2.5%) is defined as an innovator, and grouping is performed in steps S66 to S69. On the other hand, in step S70, the number of people is accumulated from the highest score (25 points in this case), and up to the score immediately after the occupancy rate of the accumulated number of people exceeds the innovator's target occupancy rate (2.5%). The person is an innovator. Thereafter, the same processing as steps S66 to S69 is executed. That is, in steps S71, S72, S73, and S74, the same processes as in steps S66, S67, S68, and S69 are performed, respectively.

  As described above, as shown in FIG. 18, cuttings 3 and 4 that are segmentation candidates are generated.

  Next, the CPU 16 calculates an absolute value of an error between the target occupancy rate of the innovator and the actual occupancy rate for each of the cuttings 1 to 4. Similarly, the absolute value of the error between the target occupancy rate of the early adapter and the actual occupancy rate, and the absolute value of the error between the Laggard target occupancy rate and the actual occupancy rate are calculated (step S75).

  Further, for each of the cuttings 1 to 4, an absolute error value between the sum of the target occupancy rates of the innovator, early adapter, and early majority and the actual occupancy rate is calculated (step S76). For example, the sum of the actual occupancy rates of the innovator, early adapter, and early majority in cutting 1 is 2.2% + 13.4% + 28.3% = 43.9%. Since the total of the target occupancy rates of the innovator, early adapter, and early majority is 50%, the error absolute value is 6.1%.

  As described above, as shown in FIG. 19, the error absolute value is calculated for each cutting. Further, for each cutting, the CPU 16 calculates the total of these error absolute values, and determines the cutting with the smallest total as the segmentation (step S77). In the example of FIG. 19, cutting 3 is selected. The CPU 16 records the selected cutting on the hard disk 20.

  Segmentation is performed as described above. In this embodiment, in order to accurately capture the early adapter, the one having a smaller absolute value of the occupancy error of the innovator and early adapter is selected (reference 1). Furthermore, in order to make it as close as possible to the condition of normal distribution, which is the premise of innovator theory, select the one with a small sum of absolute values of occupancy errors of innovators, early adapters, and lagards where the total of the target occupancy is 50%. (Standard 2). Further, in order to check the matching as the whole group, the one with the smallest absolute value of the Lagard occupation rate error is selected (Criteria 3).

  In the above embodiment, the determination is made using all of the reference 1, the reference 2, and the reference 3. However, the determination may be made based on only the reference 1, the reference 1 and the reference 2, or the reference 1 and the reference 3. .

  Subsequently, based on the above cutting, the CPU 16 totals the answers to the questions for grasping the characteristics of the necessary groups (for example, the early adapter) and records them in the hard disk 20 (step S78). For example, the proportion of answering limbs for each question is calculated. Thereby, it is possible to record what characteristics the target group has.

The segmentation and the totaling of answers to the questions for grasping the characteristics recorded as described above can be viewed from the client terminal device Tc. That is, when there is a browsing request from the terminal device Tc, the server device 12 reads the data recorded on the hard disk 20 and transmits it to the terminal device Tc.

4). Other embodiments
(1) In the above embodiment, the segmentation device is constructed as a server device. That is, a question is transmitted to the terminal device T, and an answer to the question is received from the terminal device T to perform a grouping process. However, all of the question display, answer reception, and grouping processing may be performed by the PC alone without using the Internet. In this case, the PC displays a question on the display and accepts an answer input based on the subject's mouse operation or the like.

(2) In the above embodiment, a question is presented to the target person by a computer, and an answer input is accepted. However, a question may be presented to the target person on a paper medium, and the answer may be entered on the paper medium. In this case, the answers may be aggregated by an OCR or an operator to generate answer data, and the answer data may be input to the segmentation device. Alternatively, the operator may input while looking at the answer on the paper medium.

(3) In the above embodiment, for innovators and laguards, two candidates are selected as candidates: the target person up to the score immediately before the cumulative occupancy ratio exceeds the target occupancy ratio and the target person up to the score immediately after it exceeds. doing. For the other groups, only one closest to the target occupation rate is selected to prevent the number of candidates from becoming too large. However, for other groups, two candidates may be selected in the same manner as innovators and lagards. In this case, the number of candidates is 16, but it can be finally determined to be one on the same basis.

(4) In the above embodiment, only one cutting is finally selected. However, a plurality of cuttings may be selected as candidates and presented. For example, three cuttings are set as final candidates in ascending order of total errors.

(5) In the above-described embodiment, the case where attention is paid to the early adapter has been described as an example, but the present invention can also be applied to the case where the aggregation is focused on other groups. In the case of paying attention to the late majority, it is preferable to sort in the order from the lowest score, not the highest score, and to cut from the low score side, such as ragard, late majority, and so on. That is, in order to suppress the error, it is preferable to select the group of interest so that the cutting order is as early as possible.

(6) In the above embodiment, a higher score is given to an answer to a question as the innovator-like factor is higher. However, the higher the Lagard-like element, the larger the score may be given.

(7) In the above embodiment, segmentation is performed using Rogers innovator theory. However, if the theory classifies the purchaser into two or more groups according to the purchase attitude, this may be used. For example, Jeffrey Moore's “chasm” may be used. In chasm, it is divided into geeks (2.5%), visionaries (13.5%), pragmatists (34.0%), late majority (34.0%), and lagard (16.0%). This corresponds to innovators (innovators), early adapters (early adopters), early majority (followers), late majority (late followers), and lagards (late persons), respectively.

(8) In the above embodiment, analysis for grasping the characteristics is performed. However, only segmentation may be executed.

(9) In the above embodiment, the final candidate is shown, but error information as shown in FIG. 19 may also be recorded and presented.

Claims (8)

An answer acquisition means for acquiring an answer of each target person to a question including at least a segmentation question for determining a purchase attitude of a product or a service;
A recording unit for recording answer-corresponding score information indicating a score corresponding to the answer content for the segmentation question;
In accordance with the answer acquired by the answer acquiring means , a score is calculated with reference to the answer corresponding score information, and a total score calculating means for calculating a total score for each target person;
A segmentation means for segmenting each subject into at least two groups based on the occupancy ratio of the number of subjects belonging to each score when each subject is placed in the order of the highest or lowest total score;
A segmentation device. A segmentation program for constructing a segmentation device by a computer, the program comprising:
An answer acquisition means for acquiring an answer of each target person to a question including at least a segmentation question for determining a purchase attitude of a product or a service;
A recording unit for recording answer-corresponding score information indicating a score corresponding to the answer content for the segmentation question;
Refers to the answer-corresponding score information that records the score corresponding to the answer contents for the segmentation question recorded in the recording unit, and calculates the total score for each target person according to the answer obtained by the answer obtaining means A total score calculation means to
A segmentation program for functioning as a segmentation means for segmenting each subject into at least two groups based on the occupancy ratio of the number of subjects belonging to each score when each subject is placed in the order of the highest or lowest total score. . A question transmitting means for transmitting a question including at least a segmentation question for determining a purchase attitude of a product or service to a terminal device;
An answer acquisition means for acquiring an answer of each target person to the question sent from the terminal device;
A recording unit for recording answer-corresponding score information indicating a score corresponding to the answer content for the segmentation question;
In accordance with the answer acquired by the answer acquiring means , a score is calculated with reference to the answer corresponding score information, and a total score calculating means for calculating a total score for each target person;
A segmentation means for segmenting each subject into at least two groups based on the occupancy ratio of the number of subjects belonging to each score when each subject is placed in the order of the highest or lowest total score;
Segmentation transmission means for transmitting a segmentation result by the segmentation means to the terminal device;
A segmentation server device. A segmentation program for constructing a segmentation server device by a computer, the program comprising:
A question transmitting means for transmitting a question including at least a segmentation question for determining a purchase attitude of a product or service to a terminal device;
An answer acquisition means for acquiring an answer of each target person to the question sent from the terminal device;
Refer to the answer-corresponding score information indicating the score corresponding to the answer contents for the segmentation question recorded in the recording unit, and calculate the total score for each target person according to the answer acquired by the answer acquiring means A total score calculation means;
A segmentation means for segmenting each subject into at least two groups based on the occupancy ratio of the number of subjects belonging to each score when each subject is placed in the order of the highest or lowest total score;
The segmentation server program for functioning as a segmentation transmission means which transmits the segmentation result by the said segmentation means to the said terminal device. In the apparatus or program in any one of Claims 1-4,
The segmentation means is 2.5% as an innovator, 13.5% as an early adaptor, 34.0% as an early majority, 34.0% as a late majority, and 16.0 as a laguard, in descending order of total score. Segmentation with% as the target value,
The grouping is performed so that the error absolute value of the occupation ratio corresponding to the target value of the innovator and the total error absolute value of the error absolute value of the occupation ratio corresponding to the target value of the early adapter are reduced. The device or program to perform. In the apparatus or program in any one of Claims 1-4,
The segmentation means is 2.5% as an innovator, 13.5% as an early adaptor, 34.0% as an early majority, 34.0% as a late majority, and 16.0 as a laguard, in descending order of total score. Segmentation with% as the target value,
The error absolute value of the occupation ratio corresponding to the target value of 2.5% of the innovator, the total error absolute value of the error absolute value of the occupation ratio corresponding to the target value of 13.5% of the early adapter, the innovator Early adapter the Early said error absolute value of occupancy ratio corresponding to 50% total target value of majority, the to total error absolute value of error absolute values of the occupancy ratio decreases corresponding to 16.0% target value for Ragado An apparatus or program for performing grouping. In the apparatus or program in any one of Claims 1-6,
The question includes a question for grasping characteristics, and the segmentation means aggregates answers to the question for grasping characteristics for each group. A method for segmentation by a computer,
The computer presents to the subject a question including at least a segmentation question for determining the purchase attitude of the product or service;
The computer accepts each person's answer to the question;
The computer calculates a total score for each target person according to the obtained answer with reference to a recording unit that records answer-corresponding score information in which the score corresponding to the answer content for the segmentation question is recorded And
When the computer arranges each subject in the order of the highest or lowest total score, based on the occupancy ratio of the number of subjects belonging to each score, segment each subject into at least two groups,
A segmentation method, wherein the computer presents a result of the segmentation.

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