JP6632030B2 - Marketing research system - Google Patents

Description

  The present invention relates to a system for performing marketing research.

  Marketing research is a method of knowing the needs of customers and consumers for products and services when companies and the like provide products and services that meet the needs of customers and consumers.

  In the conventional marketing research system, a survey target (customer / consumer) is presented with an image or a text to be evaluated, and an opinion on the presented thing is heard.

JP 2001-331628 A

  Marketing research is conducted for the purpose of taking in the opinions of customers and consumers and utilizing the opinions in product development and the like. The conventional marketing research mechanism is to ask a customer / consumer a question, then ponder the question and give an opinion.

  However, in the case of shopping other than high-priced products, mainly for daily necessities, in many cases, purchasing decisions are made instantaneously. There was a gap in actual purchasing behavior.

 SUMMARY OF THE INVENTION It is an object of the present invention to provide a marketing research system capable of evaluating a product's advertising phrase, package design, and the like based on intuitive judgment of customers and consumers.

The invention of claim 1 is
The first questionnaire information having a predetermined number of survey data, questionnaire to display the on together and answer input instruction information for prompting a decision whether or not understand the questionnaire material data constituting each survey data in Table示画surface An information display processing unit;
For each questionnaire data displayed on the display screen, from the time when each questionnaire data is displayed on the display screen, it is determined whether or not the questionnaire material data was understood using the answer input instruction information , A time measurement processing unit that measures an answer time that is a time until the input is performed ,
An answer information aggregation processing unit that aggregates answer information as to whether or not the input questionnaire material data was understood for the questionnaire data displayed on the display screen and information about the measured answer time. When,
A marketing research system comprising: a first analysis processing unit that analyzes an understanding speed of the questionnaire material data from the aggregated answer information and information on the answer time .

  ADVANTAGE OF THE INVENTION According to this invention, the marketing research system which can evaluate the advertisement phrase of goods, package design, etc. based on intuitive judgment of a customer / consumer can be provided.

It is a figure showing an example of composition of a marketing research system of the present invention. It is a figure showing an example of composition of a user terminal with which a marketing research system of the present invention is provided. FIG. 3A is a diagram illustrating an example of questionnaire material data. (B) It is a figure showing an example of the first questionnaire question information. (C) is a diagram illustrating an example of second questionnaire question information. It is a figure showing an example of composition of a server device with which a marketing research system of the present invention is provided. FIG. 3A is an example of a table in which answers to the first questionnaire question information shown in FIG. FIG. 3B is an example of a table in which the answers to the second questionnaire question information shown in FIG. FIG. 6 is an example of a diagram showing a comprehensive index for customer / consumer needs for each questionnaire material data from the tabulation results shown in FIG. 5. FIG. 1 shows an example of a flow diagram of marketing research according to the present invention. FIG. 8 is a diagram illustrating an example of a flow following FIG. 7. FIG. 9 is a diagram illustrating an example of a flow following FIG. 8. (A), (b) is a figure showing an example in which questionnaire preparation information is displayed on a user terminal. 11A and 11B are diagrams illustrating an example in which questionnaire preparation information is displayed subsequent to FIG. (A), (b), (c) is a figure showing an example of a state responding to the questionnaire preparation information. FIGS. 3A and 3B both show an example in which the first questionnaire question information shown in FIG. 3B is displayed. 14A and 14B are diagrams each illustrating an example in which the first questionnaire question information illustrated in FIG. 3B is displayed subsequent to FIG. 13. FIG. 15A and FIG. 15B both show an example in which the first questionnaire question information shown in FIG. 17A and 17B are diagrams each illustrating an example in which the first questionnaire question information illustrated in FIG. 3B is displayed subsequent to FIG. 17A and 17B are diagrams each illustrating an example in which questionnaire preparation information is displayed following FIG. 16. (A), (b) is a figure showing an example of the state responding to questionnaire preparation information. 3A is a diagram illustrating an example of a state before the second questionnaire question information illustrated in FIG. 3C is displayed. FIG. 3B is a diagram illustrating an example in which the second questionnaire question information illustrated in FIG. 3C is displayed. (A) is a figure showing an example in which the second questionnaire question information shown in FIG. 3 (c) is displayed following FIG. 19 (b). (B) is a figure showing an example in which additional questionnaire question information is displayed. 21 (a) and (b) are diagrams each showing an example in which additional questionnaire question information is displayed following FIG. 20 (b). It is a figure showing an example of the end state of a marketing research flow.

  Hereinafter, an example of an embodiment of the present invention will be described with reference to the accompanying drawings.

[Configuration of the present invention]
The marketing research system 1 of the present invention comprises a computer connectable to a communication network 6 including an Internet communication network and a wireless communication network defined by wireless communication standards, and includes a plurality of users 3a, 3b,. , "User 3"), and performs marketing research by receiving information from a plurality of user terminals 4a, 4b,... 4n (hereinafter, referred to as "user terminals 4").

  In the embodiment shown in FIG. 1, the server device 2, the user terminal 4, and the business operator terminal 5 are connected via a communication network 6. The server device 2 is installed so as to be connectable to the communication network 6 by a service provider that provides a marketing research service according to the present invention. The business terminal 5 is a terminal used by a business (hereinafter, referred to as a “business”) such as a company that receives the marketing research service. The user terminal 4 uses the marketing research service to respond to a questionnaire on products and services developed and planned to provide products and services that meet the needs of customers and consumers prepared by the business operator. This is a terminal used by the user 3 who does.

[Configuration of user terminal]
The user terminal 4 includes a terminal such as a personal computer, a tablet terminal, a smartphone, a mobile phone having a web browsing function, and the like, and includes a web browser for accessing the server device 2 and using the marketing research service. ing.

  Alternatively, an application program for using the marketing research service is downloaded from the server device 2 and installed in the user terminal 4.

  As shown in FIG. 2, the user terminal 4 includes a user terminal information communication processing unit 7, a display unit 8, an input unit 9, a storage unit 10, a questionnaire question information display processing unit 16, a time measurement processing unit 17, an answer information aggregation process. A section 18 and control means 19 are provided.

  In the present embodiment, the user terminal 4 accesses the server device 2 and executes the application program via a web browser, or the application program for using the marketing research service on the user terminal 4 includes the server device 2 In any case where the user terminal 4 is downloaded and installed, the user terminal 4 can be configured to include a questionnaire question information display processing unit 16, a time measurement processing unit 17, and an answer information aggregation processing unit 18.

  In a case where the user terminal 4 accesses the server device 2 and executes the application program via a web browser, the questionnaire question information display processing unit 16 and the time measurement processing unit 17 that perform information processing described below are connected to the server device. 2 may be provided.

  The display means 8 is an information display device such as a liquid crystal display. The input unit 9 is an information input device such as a keyboard, a mouse, and a touch panel.

  The storage unit 10 is an information storage device such as an internal storage. In the illustrated form, the storage means 10 stores questionnaire material data 11, first questionnaire question information 12, second questionnaire question information 13, questionnaire preparation information 14, and additional questionnaire question information 15.

  The first questionnaire question information 12 consists of a predetermined number of questionnaire data, and is questionnaire question information displayed on the display unit 8 in a predetermined order for each questionnaire data.

  The questionnaire data may be character data relating to advertising phrases, catch phrases, etc. of products and services being developed and planned, graphic data representing products, packages, brand designs, etc., or questionnaire material data 11 in which these are combined. And data representing a predetermined instruction for the questionnaire material data 11. The questionnaire data is information prepared to investigate what products and services meet the needs of customers and consumers when developing and planning products and services by the business.

  In the example shown in FIG. 3B, one piece of the questionnaire data in which all four questionnaire material data A to D shown in FIG. 3A representing graphic data representing a product, package, brand design, and the like are selected. 11 (b), which is instruction data indicating a method of responding to the questionnaire material data A to D as shown in FIG. 11B, and is displayed on the display means 8 in a predetermined order for each of the selected questionnaire material data A to D. One piece of first questionnaire question information 12 to be performed is prepared.

  Although the order in which the questionnaire material data 11 constituting the first questionnaire question information 12 is displayed on the display means 8 is predetermined, the order differs depending on the user 3 who answers the first questionnaire question information 12. May be determined. For example, the user 3a is asked to answer the first questionnaire question information 12 shown in FIG. 3B, and the user 3b is asked to answer the first questionnaire data B, C, D, and A in the order given. The question information 12 may be answered. By doing so, it is possible to prevent biased answers.

  The second questionnaire question information 13 includes a predetermined number of the questionnaire data, and is questionnaire question information displayed on the display unit 8 in a predetermined order for each questionnaire data. In the example illustrated in FIG. 3C, two combinations of two questionnaire material data selected from the questionnaire material data A to D are included, and each combination of the two questionnaire material data is determined in advance. Three pieces of second questionnaire question information 13A to 13C displayed on the display means 8 in the order in which they are present are prepared.

  Although the second questionnaire question information 13 is prepared for the user 3 to answer, depending on the number of combinations of two or more questionnaire material data 11 included in the second questionnaire question information 13, 3 may be a burden on the answer. Then, the user 3a is asked to answer one piece of second questionnaire question information 13A shown in FIG. 3C, and the user 3b is asked to answer another piece of second questionnaire question information 13B. As described above, by preparing a plurality of second questionnaire question information 13 such that different users 3 answer some of the combinations of all of the two or more questionnaire material data 11, user 3 The burden of answering can be reduced. In this case, there is a combination of the two or more questionnaire material data 11 to which no answer is given depending on the user 3, but all combinations of the two or more questionnaire material data A to D have the same number of answers in the entire user 3. Is done. In a case where it is not burdensome for the user 3 to answer all combinations of the two or more questionnaire material data 11, a plurality of questionnaires including all the combinations of the two or more questionnaire material data 11 are included. The second questionnaire question information 13 may be prepared.

  The questionnaire preparation information 14 is preparation information displayed on the display unit 8 before the user 3 answers the first questionnaire question information 12 and the second questionnaire question information 13 using the user terminal 4.

  For example, as shown in FIG. 10 to FIG. 12, input instruction information for prompting the user 3 to enter the gender, a sample of questionnaire question information to have the user practice the answer before answering the first questionnaire question information 12, FIG. Prior to the answer of the second questionnaire question information 13 as shown in FIG. 18, a sample of questionnaire question information for which the practice of the answer is performed is displayed on the display means 8.

  The additional questionnaire question information 15 is arbitrary question information displayed on the display unit 8 after the user 3 answers the first questionnaire question information 12 and the second questionnaire question information 13 using the user terminal 4, Prepared to listen to various opinions and requests as needed.

  For example, as shown in FIGS. 20B to 21, input instruction information for prompting input or selection of an opinion or request on a certain questionnaire theme is displayed on the display unit 8.

  The questionnaire question information display processing unit 16 prepares a first questionnaire question information 12 consisting of a predetermined number of the questionnaire data, together with answer input instruction information urging the user to answer each of the questionnaire data, and in advance for each of the questionnaire data. Processing for displaying on the display screen is performed in a predetermined order.

  The answer input instruction information is information that prompts a judgment on a predetermined instruction for each of the questionnaire data.

  For example, as shown in FIGS. 13 (b), 14 (b), 15 (b) and 16 (b), a first questionnaire composed of one piece of questionnaire data in which questionnaire material data A to D is selected. The question information 12 is determined in advance together with answer input instruction information that prompts the user to select “determined” or “didn't understand” in response to an instruction indicating whether or not the questionnaire material data A to D was understood. The process of displaying on the display means 8 of the user terminal 4 used by the user 3 in the order of the questionnaire material data A, B, C, and D is performed.

The information that prompts the user to make a determination on a predetermined instruction for each questionnaire data can be changed according to the questionnaire material data 11 that forms the first questionnaire question information 12. For example,
-"I understand" or "I did not understand" in response to an instruction as to whether or not I understood various expression plans (product description, catch phrase, package design, etc.) of products etc. indicated by the plurality of questionnaire material data 11 -In response to an instruction indicating whether or not the expression element (naming, color, logo mark, character, package, etc.) of a specific brand indicated by the plurality of questionnaire material data 11 has been determined to be a brand, "Can be determined" or "Did not be determined". Regarding an expression plan of a similar product or the like indicated by the plurality of questionnaire material data 11, "I found" in response to an instruction as to whether or not the difference was understood. And "judgment" could be exemplified.

  Further, the questionnaire question information display processing unit 16 responds to the second questionnaire question information 13 including a predetermined number of the questionnaire data, together with answer input instruction information urging the user to answer each of the questionnaire data. Is performed in a predetermined order on the display screen.

  For example, as shown in FIGS. 19B and 20A, a second questionnaire question information 13A in which two combinations of two questionnaire material data 11 are selected from the questionnaire material data A to D is shown. Along with answer input instruction information for prompting the user to select which questionnaire material data 11 is to be selected from the two or more questionnaire material data 11 included in the combination of the questionnaire material data 11, predetermined questionnaire material data A and A process of displaying the first questionnaire question information 12 on the display means 8 of the user terminal 4 used by the user 3 who has responded in the order of the combination of the questionnaire material data B and the combination of the questionnaire material data C and the questionnaire material data D is performed.

  Regarding the second questionnaire question information 13, the answer input instruction information for urging the user to answer each of the questionnaire data can be changed according to the questionnaire data in addition to the above. For example, the information can be changed to information that prompts the user to select which expression plan is better from among the expression plans of the products or the like indicated by the plurality of material data 11 or the expression plans of similar products or the like.

  The time measurement processing unit 17 recognizes the questionnaire data included in the first questionnaire question information 12 displayed on the display unit 8 since the questionnaire data was displayed on the display unit 8. Judgment is performed, and a process of measuring an answer time, which is a time until an answer is input using the answer input instruction information, is performed.

  For example, regarding the respective questionnaire material data A to D shown in FIGS. 13B, 14B, 15B, and 16B, the questionnaire material data A to D are displayed on the display unit 8. After that, a process of measuring the response time from when the response is made to the fact that the user can understand using the response input instruction information is performed.

  The answer information aggregation processing unit 18 aggregates the input answer information for each of the questionnaire data included in the first questionnaire question information 12 displayed on the display unit 8 and the information about the measured answer time. Is performed.

  For example, as shown in FIG. 5A, whether or not each of the questionnaire material data A to D included in the first questionnaire question information 12 displayed on the display means 8 of the user terminal 4 of each user 3 was understood. The total number of the users 3 who have input the answer information is counted, and from the time when each of the questionnaire material data A to D is displayed on the display means 8, an input indicating that the user can understand using the answer input instruction information is entered. A process of calculating the average value of the response time until the response is performed.

  Further, the answer information aggregation processing unit 18 aggregates the answer information of the respective questionnaire data included in the second questionnaire question information 13 displayed on the display means 8 using the answer input instruction information. Is performed.

  For example, as shown in FIG. 5B, the second questionnaire question shown in FIG. 3C displayed on the display means 8 of the user terminal 4 used by the user 3 who has answered the first questionnaire question information 12 For each combination of the two pieces of questionnaire material data 11 included in the information 13A, a process of totalizing the number of users 3 who have selected each of the questionnaire material data A to D is performed. Explaining the combination of questionnaire material data A and questionnaire material data B as an example, the number of users 3 who selected questionnaire material data A was 45, and the number of users 3 who selected questionnaire material data B was 55. Are tabulated in a win-loss format.

  The user terminal information communication processing unit 7 is configured to input the answer information and the measured answer time for each of the questionnaire data included in the first questionnaire question information 12 displayed on the display unit 8. Is transmitted to the server device 2 via the communication network.

  For example, with respect to each of the questionnaire material data A to D included in the first questionnaire question information 12 displayed on the display means 8 of the user terminal 4 of each user 3, The process of transmitting the average value of the number of respondents and the response time from when the respective questionnaire material data A to D are displayed on the display means 8 until an input is made that the user can understand using the response input instruction information is performed. Do.

  In addition, the user terminal information communication processing unit 7 executes the questionnaire included in the second questionnaire question information 13 displayed on the display unit 8 of the user terminal 4 used by the user 3 who has answered the first questionnaire question information 12. A process of transmitting the input answer information on data via a communication network is performed.

  For example, for each combination of two pieces of questionnaire material data 11 included in the second questionnaire question information 13A displayed on the display means 8 of the user terminal 4 used by the user 3 who has answered the first questionnaire question information 12 Then, a process of transmitting the number of users 3 who have selected the respective questionnaire material data A to D is performed.

The processing performed by these units and processing units is controlled by a control unit 19 including a CPU, a RAM, a ROM, and the like.

[Configuration of server device]
As shown in FIG. 4, the server device 2 includes a server device information communication processing unit 20, a storage unit 21, a questionnaire question information creation processing unit 22, a questionnaire response information aggregation processing unit 23, a first analysis processing unit 24, a second , An analysis processing section 25, a questionnaire data comprehensive index information creation processing section 26, and a control means 27.

  The server device information communication processing unit 20 performs information communication with the user terminal information communication processing unit 7 via the communication network 6.

  In addition, the server device information communication processing unit 20 performs information communication with the business operator terminal 5 via the communication network 6.

  The storage means 21 stores the above-described questionnaire material data 11, first questionnaire question information 12, second questionnaire question information 13, questionnaire preparation information 14, and additional questionnaire question information 15.

  The questionnaire question information creation processing unit 22 selects from among a plurality of questionnaire data constituting the first questionnaire question information 12 and generates the first questionnaire question information 12 including a predetermined number of the questionnaire data. Then, a process of generating information on the order in which the respective questionnaire data included in the generated first questionnaire question information 12 are displayed on the display means 8 of the user terminal 4 is performed.

  For example, the first questionnaire question information 12 including one piece of the questionnaire data in which all the questionnaire material data are selected from the questionnaire material data A to D shown in FIG. Processing for determining the order of display on the display means 8 of the user terminal 4 is performed for each of the data A to D.

  In addition, the questionnaire question information creation processing unit 22 selects from a plurality of questionnaire data constituting the second questionnaire question information 13 and generates the second questionnaire question information 13 including a predetermined number of the questionnaire data. At the same time, a process for generating information on the order in which the respective questionnaire data included in the generated second questionnaire question information 13 are displayed on the display means 8 of the user terminal 4 is performed.

  For example, as shown in FIG. 3C, four questionnaire questions including two combinations of two questionnaire material data 11 selected from the questionnaire material data A to D shown in FIG. In addition to generating the information 13A to 13D, a process of determining the order of display on the display unit 8 of the user terminal 4 for each combination of the questionnaire material data A and B and each combination of the questionnaire material data C and D is performed.

  In the example illustrated in FIG. 3C, the questionnaire question information creation processing unit 22 generates a plurality of pieces of second questionnaire question information 13, and thereby sets the questionnaire material data A to D constituting the second questionnaire question information 13. Are generated in combination with each of the other questionnaire material data. In this case, as described above, there is a combination of two or more questionnaire material data 11 to which no answer is given depending on the user 3, but the entire user 3 has all combinations of two or more questionnaire material data A to D. Are answered an equal number.

  The questionnaire response information aggregation processing unit 23 is configured to execute the input response information and the measured response information for each of the questionnaire data included in the first questionnaire question information 12 obtained via the server device information communication processing unit 20. A process for collecting and recording information on response times is performed.

  For example, for each of the questionnaire material data A to D included in the first questionnaire question information 12 aggregated by the answer information aggregation processing unit 18 of the user terminal 4, The response time from when the respective questionnaire material data A to D included in the first questionnaire question information 12 is displayed on the display means 8 until an input is made that the user can understand using the response input instruction information. A process of acquiring the average value of and storing the average value in the storage unit 21 is performed.

  In addition, the questionnaire response information aggregation processing unit 23 is selected by the input of the combination of two or more questionnaire data included in the second questionnaire question information 13 acquired via the server device information communication processing unit 20. A process of collecting and recording information on one questionnaire data is performed.

  For example, for each combination of two pieces of questionnaire material data 11 included in the second questionnaire question information 13A collected by the answer information collection processing unit 18 of the user terminal 4, each piece of questionnaire material data A to A process of acquiring the number of users 3 who have selected D and storing them in the storage unit 21 is performed.

  The first analysis processing unit 24 configures the first questionnaire question information 12 from the answer information of the questionnaire data included in the aggregated first questionnaire question information 12 and the information on the answer time. A process of analyzing the speed of answering the questionnaire data is performed.

  For example, as shown in FIG. 5 (a), based on answer information indicating whether or not each of the questionnaire material data A to D included in the aggregated first questionnaire question information 12 has been understood and the average value of the answer times, A process of analyzing the understanding speed of each of the questionnaire material data A to D constituting the first questionnaire question information 12, that is, the speed of recognition, judgment, and response of the user 3 to the questionnaire material data A to D is performed. .

  In the illustrated example, among the questionnaire material data A to D, since the average value of the response time for the questionnaire material data A is short, it is recognized and determined that the questionnaire material data A is easy to understand for many users 3, and the short time It is shown that was answered in. Further, it is shown that many users 3 could not recognize and judge the questionnaire material data D.

  The second analysis processing unit 25 performs a second questionnaire from information on one of the questionnaire data selected by the input for the combination of the two or more questionnaire data included in the second questionnaire question information 13. A process of analyzing the preference of each of the questionnaire data constituting the question information 13 is performed.

  For example, as shown in FIG. 5B, each questionnaire material data A to D is selected for each combination of two or more questionnaire material data 11 included in the totaled second questionnaire question information 13A. A process is performed to count the number of users 3 who have completed the survey in the form of a winning percentage for each of the questionnaire material data A to D.

  In the illustrated example, the questionnaire material data A is preferred by the user 3 because the questionnaire material data A is selected by many users 3 among the questionnaire material data A to D.

  The questionnaire data comprehensive index information creation processing unit 26 determines the response speed to each of the questionnaire data constituting the first questionnaire question information 12 analyzed by the first analysis processing unit 24, Based on the preference of the questionnaire data constituting the analyzed second questionnaire question information 13, which evaluation object among the plurality of evaluation objects included in the plurality of questionnaire data is A process for creating information serving as an index for evaluating whether or not the user's preference is met is performed.

  For example, as shown in FIG. 6, the horizontal axis indicates the understanding speed of each of the questionnaire material data 11 shown in FIG. 5A, and the vertical axis indicates each of the questionnaire material data 11 shown in FIG. 5B. A process of creating a graph indicating the preference for is performed.

  In the illustrated example, it is shown that among the questionnaire material data A to D, the largest number of users 3 recognize and judge the questionnaire material data A in a short time, make a response, and make a selection.

  The created information serving as the index is transmitted to the business operator terminal 5 via the communication network 6.

  The business operator can know from the created index information that any product, advertisement, or the like can be selected to perform product development and service planning that meet the needs of customers and consumers. . Therefore, unlike the conventional evaluation method based on the marketing research in which the answer is carefully considered, the marketing research can be performed in accordance with the actual purchasing behavior performed by the customer / consumer by making an instantaneous decision.

As described above, by the above-described processing of the first analysis processing unit 24, the above-described processing of the second analysis processing unit 25, and the questionnaire data comprehensive index information creation processing unit 26,
The questionnaire material data 11 having a shorter average response time indicates that the questionnaire material data 11 is easier to understand, and the questionnaire material data 11 having a higher preference indicates that the questionnaire material data 11 is more preferred. It is possible to select the most easy-to-understand and most promising expression plan out of various expression plans such as products. ・ Questionnaire material data 11 with a shorter average response time indicates a stronger brand. Is displayed, it is possible to specify an element that strongly represents the brand from among the expression elements of the specific brand indicated by the plurality of questionnaire material data 11, and to use this as a clue for brand construction. It is shown that the difference is easier to understand as the questionnaire material data 11 having a shorter average value of In this case, it is possible to verify how much difference is found between the expression plans of similar products and the like indicated by the plurality of questionnaire material data 11, It is possible to obtain effects such as being able to understand the difference and selecting an expression plan that the user wants to purchase.

The processing performed by these units and processing units is controlled by a control unit 27 including a CPU, a RAM, a ROM, and the like.

[Processing Flow of the Present Invention]
The processing flow of the present invention will be described with reference to FIGS. In the illustrated processing flow, the user terminal 4 accesses the server device 2 and executes the application program for using the marketing research service via a web browser.

(S101) The business operator develops and plans character data on advertisements and the like of products and services, graphic data representing products, packages, brand designs, and the like, or FIG. 3.) Create questionnaire material data A to D as shown and instruction data for the questionnaire material data A to D. Further, the above-described questionnaire preparation information 14 and additional questionnaire question information 15 are created.

(S102) The created questionnaire material data A to D, the instruction data, the questionnaire preparation information 14, and the additional questionnaire question information 15 are transmitted to the server device 2 via the communication network 6. The server device 2 stores these pieces of information in the storage unit 21.

(S103) The questionnaire question information creation processing unit 22 of the server device 2 is composed of one piece of the questionnaire data in which all the questionnaire material data are selected from the questionnaire material data A to D as illustrated in FIG. The first questionnaire question information 12 is generated, and a process of determining the order of display on the display unit 8 of the user terminal 4 for each of the selected questionnaire material data A to D is performed. The created first questionnaire question information 12 is stored in the storage unit 21.

(S104) In addition, the questionnaire question information creation processing unit 22 includes two combinations of two questionnaire material data 11 selected from the questionnaire material data A to D as illustrated in FIG. In addition to generating four pieces of questionnaire question information 13A to 13D, a process of determining the order of display on the display unit 8 of the user terminal 4 for each combination of questionnaire material data A and B and each combination of questionnaire material data C and D is performed. The created second questionnaire question information 13 is stored in the storage unit 21.

(S105) The user terminal 4 accesses the server device 2 and requests execution of the application program for using the marketing research service.

(S106) The server device 2 transmits the first questionnaire question information 12, the second questionnaire question information 13, the questionnaire preparation information 14, and the additional questionnaire question information 15 to the user terminal 4.

(S107) The user terminal 4 stores the acquired first questionnaire question information 12, second questionnaire question information 13, questionnaire preparation information 14, and additional questionnaire question information 15 in the storage unit 10.

(S108) The display means 8 of the user terminal 4 displays input instruction information for prompting the user 3 to enter the gender as shown in FIG. 10 to FIG. Prior to answering, questionnaire preparation information 14 such as a sample of questionnaire question information for having the user practice the answer is displayed.

(S109) The user 3 answers the questionnaire preparation information 14 displayed on the display means 8 using the input means 9.

(S110) When the answer to the questionnaire preparation information 14 is completed, guidance information to the first questionnaire question information 12 as shown in FIG.

(S111) When the user 3 inputs an instruction to start answering the first questionnaire question information 12 from the state shown in FIG. 12C, the first questionnaire question information 12 shown in FIG. The guide information to the questionnaire material data A displayed first among the included questionnaire material data A to D is displayed.

(S112) The user 3 inputs to start answering to the questionnaire material data A from the state shown in FIG.

(S113) The display means 8 displays the questionnaire material data A as shown in FIG. 13 (b) and the answer input instruction information “understood” and “answered” to prompt the user to determine whether or not the questionnaire material data A was understood. Was not displayed.

  At this time, the time measurement processing unit 17 uses the response input instruction information to start the response to the questionnaire material data A, or from the time when the questionnaire material data A is displayed. A process of measuring a response time until a response input for determining whether or not A is understood is performed.

(S114) When the user 3 inputs a response to determine whether or not the questionnaire material data A can be understood from the state shown in FIG. 13B, the time measurement processing unit 17 ends the response time measurement processing. . Thereafter, guidance information to the questionnaire material data B displayed second among the questionnaire material data A to D included in the first questionnaire question information 12 as shown in FIG. 14A is displayed.

(S115) The user 3 inputs to start answering to the questionnaire material data B from the state shown in FIG.

(S116) The display means 8 displays the questionnaire material data B as shown in FIG. 14 (b) and answer input instruction information "understood" and "response understandable" prompting the user to determine whether or not the questionnaire material data B was understood. Was not displayed.

  At this time, the time measurement processing unit 17 uses the response input instruction information to start the response to the questionnaire material data B or from the time the questionnaire material data B is displayed. A process of measuring a response time until a response input for determining whether or not B is understood is performed.

(S117) When the user 3 inputs a response to determine whether or not the questionnaire material data B has been understood from the state shown in FIG. 14B, the time measurement processing unit 17 ends the response time measurement processing. . Thereafter, as shown in FIG. 15A, guidance information to the third displayed questionnaire material data C among the questionnaire material data A to D included in the first questionnaire question information 12 is displayed.

(S118) The user 3 inputs to start answering to the questionnaire material data C from the state shown in FIG.

(S119) The display means 8 displays the questionnaire material data C as shown in FIG. 15B and the answer input instruction information “understood” and “answered” prompting the user to determine whether or not the questionnaire material data C was understood. Was not displayed.

  At this time, the time measurement processing unit 17 uses the response input instruction information to start the response to the questionnaire material data C or from the time the questionnaire material data C is displayed. A process of measuring a response time until a response input for determining whether or not C is understood is performed.

(S120) When the user 3 inputs a response to determine whether or not the questionnaire material data C was understood from the state illustrated in FIG. 15B, the time measurement processing unit 17 ends the response time measurement processing. . Thereafter, guidance information to the fourth displayed questionnaire material data D among the questionnaire material data A to D included in the first questionnaire question information 12 as shown in FIG. 16A is displayed.

(S121) the user 3 inputs to start the answers to the questionnaire material data D from the state shown in FIG. 16 (a) illustrated.

(S122) The display means 8 displays the questionnaire material data D as shown in FIG. 16 (b) and the answer input instruction information “understood” and “answered” prompting the user to determine whether or not the questionnaire material data D was understood. Was not displayed.

  At this time, the time measurement processing unit 17 uses the response input instruction information to start the response to the questionnaire material data D or from the time the questionnaire material data D is displayed. A process of measuring a response time until a response input for determining whether or not D is understood is performed.

(S123) When the user 3 inputs an answer to determine whether or not the questionnaire material data D was understood from the state shown in FIG. 16 (b), the time measurement processing unit 17 terminates the answer time measurement processing. .

(S124) The answer information aggregation processing unit 18 of the user terminal 4 understands each questionnaire material data A to D included in the first questionnaire question information 12 displayed on the display unit 8 of the user terminal 4 of each user 3. When the number of users 3 who input the answer information as to whether or not they were able to be completed is totaled, and it is understood that the user can understand using the answer input instruction information from the time of inputting to start answering to each of the questionnaire material data A to D. A process of calculating the average value of the response time until the input is performed is performed.

(S125) The questionnaire response information aggregation processing unit 23 of the server device 2 can understand each of the questionnaire material data A to D included in the first questionnaire question information 12 aggregated by the response information aggregation processing unit 18 of the user terminal 4. From the number of the users 3 who have input the answer information as to whether or not, and when the user inputs to start answering the questionnaire material data A to D included in the first questionnaire question information 12, the answer input instruction information is A process of acquiring an average value of the response time until an input indicating that the user can understand the content is performed and stored in the storage unit 21 is performed.

(S126) The first analysis processing unit 24 of the server device 2 understands each of the questionnaire material data A to D included in the aggregated first questionnaire question information 12 as shown in FIG. Based on the answer information indicating whether or not the answer was obtained and the average value of the answer time, the understanding speed of each of the questionnaire material data A to D constituting the first questionnaire question information 12, that is, the questionnaire material data A to A process for analyzing the speed of recognition, judgment, and response to D is performed.

(S127) The result of analyzing the understanding speed of the user 3 for the questionnaire material data A to D as shown in FIG. In the illustrated example, among the questionnaire material data A to D, since the average value of the response time for the questionnaire material data A is short, the average value of the response time for the questionnaire material data A is short. It is recognized and judged that the questionnaire material data A is easy to understand for the user 3, which indicates that the answer was made in a short time. Therefore, the business operator can know that if the questionnaire material data A is selected, product development and service planning can be performed in accordance with the tastes of customers and consumers.

(S128) Subsequently, prior to the answer of the second questionnaire question information 13 as shown in FIG. 17A to FIG. Questionnaire preparation information 14 such as samples is displayed.

(S129) The user 3 answers the questionnaire preparation information 14 displayed on the display means 8 using the input means 9.

(S130) When the answer to the questionnaire preparation information 14 is completed, guidance information to the second questionnaire question information 13 as shown in FIG. 18B is displayed.

(S131) Subsequently, the display means 8 of the user terminal 4 displays information on the method of answering the second questionnaire question information 13 as shown in FIG. In the illustrated example, information on a method of responding to the second questionnaire question information 13A is displayed.

(S132) The user 3 inputs to start answering the second questionnaire question information 13A from the state shown in FIG.

(S133) The display means 8 displays a combination of the questionnaire material data A and the questionnaire material data B included in the second questionnaire question information 13A as shown in FIG. , Answer input instruction information "Tap an image of a person who thinks good" is displayed to prompt the user to select which questionnaire material data 11 to select.

(S134) The user 3 selects one piece of the questionnaire material data 11 from the state shown in FIG.

(S135) Subsequently, a combination of the questionnaire material data C and the questionnaire material data D as shown in FIG. 20A and a request to answer which questionnaire material data 11 is to be selected from the two questionnaire material data 11 are prompted. The answer input instruction information “tap the image that you think is good” is displayed.

(S136) When the user 3 selects one piece of the questionnaire material data 11 from the state shown in FIG. 20A, the answer to the second questionnaire question information 13A ends.

(S137) As shown in FIG. 5B, the response information aggregation processing unit 18 of the user terminal 4 executes the two questionnaire material data 11 included in the second questionnaire question information 13A displayed on the display unit 8. For each of the combinations, the number of users 3 who have selected the respective questionnaire material data A to D is totalized.

(S138) The questionnaire response information aggregation processing unit 23 of the server device 2 performs each combination of the two questionnaire material data 11 included in the second questionnaire question information 13A aggregated by the response information aggregation processing unit 18 of the user terminal 4. With respect to, the number of users 3 who have selected the aggregated questionnaire material data A to D is obtained and stored in the storage unit 21.

(S139) As shown in FIG. 5 (b), the second analysis processing unit 25 performs each questionnaire material for each combination of the two questionnaire material data 11 included in the aggregated second questionnaire question information 13A. A process is performed to count the number of users 3 who have selected the data A to D in the form of a winning percentage for each of the questionnaire material data A to D.

(S140) The number of users 3 who selected each of the questionnaire material data A to D as shown in FIG. You. The illustrated example shows that many users 3 have selected the questionnaire material data A among the questionnaire material data A to D. Therefore, the business operator can know that if the questionnaire material data A is selected, product development and service planning that meet the needs of customers and consumers can be performed.

(S141) The questionnaire data comprehensive index information creation processing unit 26 of the server device 2 determines the response speed to the respective questionnaire data constituting the first questionnaire question information 12 analyzed by the first analysis processing unit 24, Based on the preference of the questionnaire data constituting the second questionnaire question information 13 analyzed by the second analysis processing unit 25, which questionnaire data among the plurality of questionnaire data as shown in FIG. Is performed to create information serving as an index for evaluating whether or not the customer / customer meets the taste of the customer / consumer.

(S142) The information serving as the index as shown in FIG. 6 is transmitted to the business operator terminal 5. In the illustrated example, it is shown that among the questionnaire material data A to D, the largest number of users 3 recognize and judge the questionnaire material data A in a short time, make a response, and make a selection. Therefore, the business operator can know from the created index information that if the questionnaire material data A is selected, product development and service planning that meet the needs of customers and consumers can be performed.

(S143) In S136, after the user 3 selects one piece of the questionnaire material data 11 from the state shown in FIG. 20 (a), if necessary, an arbitrary question as shown in FIGS. It is also possible to display additional questionnaire question information 15 such as input instruction information prompting input or selection of an opinion / request.

(S144, S145) The user 3 answers the additional questionnaire question information 15 displayed on the display means 8 using the input means 9.

(S146) The answer information aggregation processing unit 18 of the user terminal 4 performs a process of totalizing the answers to the input additional questionnaire question information 15.

(S147) The questionnaire response information aggregation processing unit 23 of the server device 2 acquires the responses to the additional questionnaire question information 15 compiled by the response information aggregation processing unit 18 of the user terminal 4, and stores the responses in the storage unit 21. .

(S148) The result of counting the answers to the acquired additional questionnaire question information 15 is transmitted to the business entity terminal 5.

(S149) When the answers to the first questionnaire question information 12, the second questionnaire question information 13, and the additional questionnaire question information 15 are completed, the screen transitions to an end screen as shown in FIG.

  As described above, the preferred embodiments of the present invention have been described with reference to the accompanying drawings. Can be changed to

1 Marketing research system 2 Server device 3 (3a, 3b, 3c, ...) User 4 (4a, 4b, 4c, ...) User terminal 5 Business terminal 6 Communication network 7 User terminal information communication processing unit 8 Display Means 9 Input means 10 Storage means 11 (11A, 11B, 11C, 11D, ...) Questionnaire material data 12 (12A, 12B, 12C, 12D, ...) First questionnaire question information 13 (13A, 13B, ...) 13C,...) Second questionnaire question information 14 Questionnaire preparation information 15 Additional questionnaire question information 16 Questionnaire question information display processing unit 17 Time measurement processing unit 18 Answer information aggregation processing unit 19 Control means 20 Server device information communication processing unit 21 Storage means 22 Questionnaire question information creation processing section 23 Questionnaire response information aggregation processing section 24 First Analysis unit 25 second analysis processing unit 26 questionnaire data Overall index information generating unit 27 control unit

Claims (7)

The first questionnaire information having a predetermined number of survey data, questionnaire to display the on together and answer input instruction information for prompting a decision whether or not understand the questionnaire material data constituting each survey data in Table示画surface An information display processing unit;
For each questionnaire data displayed on the display screen, from the time when each questionnaire data is displayed on the display screen, it is determined whether or not the questionnaire material data was understood using the answer input instruction information , A time measurement processing unit that measures an answer time that is a time until the input is performed ,
An answer information aggregation processing unit that aggregates answer information as to whether or not the input questionnaire material data was understood for the questionnaire data displayed on the display screen and information about the measured answer time. When,
A marketing research system comprising: a first analysis processing unit that analyzes an understanding speed of the questionnaire material data from the collected answer information and information on the answer time . For each of the questionnaire data displayed on the display screen, the input answer information and information on the measured answer time, a user terminal information communication processing unit that sends out via a communication network,
2. The marketing research system according to claim 1, further comprising: a server device having an information communication processing unit for communicating information with the user terminal information communication processing unit via the communication network. So,
The server device,
A questionnaire question information creation processing unit that selects from a plurality of questionnaire data constituting a first questionnaire question information and generates the first questionnaire question information including a predetermined number of the questionnaire data;
For each of the questionnaire data acquired via the server device information communication processing unit, the input answer information, and the answer information aggregation processing unit that aggregates and records information about the measured answer time,
The first analysis processing unit;
It has. The first questionnaire question information including a predetermined number of questionnaire data is displayed on a display screen together with answer input instruction information for prompting a determination as to whether or not the questionnaire material data constituting each of the questionnaire data has been understood. Second questionnaire question information consisting of questionnaire data, wherein the second questionnaire question information including a predetermined number of combinations of two or more questionnaire material data is selected from the combinations of the two or more questionnaire material data. A questionnaire question information display processing unit to be displayed on the display screen together with answer input instruction information prompting to answer which questionnaire material data to select,
For each questionnaire data of the first questionnaire question information displayed on the display screen, from the time the respective questionnaire data is displayed on the display screen, understand the questionnaire material data using the answer input instruction information. A time measurement processing unit that determines whether or not the response has been made, and measures an answer time that is a time until the input is performed;
For each of the questionnaire data of the first questionnaire question information displayed on the display screen, answer information on whether or not the input questionnaire material data was understood, and information on the measured answer time And, for each of the questionnaire data of the second questionnaire question information, an answer information aggregation processing unit that aggregates information on the input answer information,
From the answer information on the respective questionnaire data included in the aggregated first questionnaire question information and the information on the answer time, the understanding speed for the questionnaire material data constituting the first questionnaire question information is determined. A first analysis processing unit for analyzing,
From the answer information on the respective questionnaire data included in the aggregated second questionnaire question information, a second analysis for analyzing the preference of the respective questionnaire material data constituting the second questionnaire question information Processing unit
Marketing research system equipped with. For each of the questionnaire data displayed on the display screen, the input answer information and information on the measured answer time, a user terminal information communication processing unit that sends out via a communication network,
Marketing research system further comprising in that claim 3 and a server device and a server device information communication unit which communicates information between the user terminal information communication processing unit via the communication network So,
The server device,
The first questionnaire question information, which is selected from a plurality of questionnaire data constituting the first questionnaire question information and the questionnaire data is included in a predetermined number, and the plurality of questionnaire data constituting the second questionnaire question information A second questionnaire question information including a predetermined number of combinations of two or more questionnaire material data selected from the questionnaire material data ;
Aggregate and record the input answer information and the information about the measured answer time for each of the questionnaire data included in the first questionnaire question information obtained via the server device information communication processing unit. as well as, it aggregates the input answer information for the combination of the respective two or more survey material data contained in the said second questionnaire information acquired via the server apparatus information communication processing unit, the reply to be recorded An information aggregation processing unit;
Said first analysis unit,
The second analysis processing unit . The questionnaire question information creation processing unit,
The method according to claim 4 , wherein by generating a plurality of the second questionnaire question information, a combination of each of the questionnaire material data constituting the second questionnaire question information with each of other questionnaire material data is generated . Marketing research system. The server device further includes:
The comprehension speed for the questionnaire material data constituting the first questionnaire question information analyzed by the first analysis processing section, and the second questionnaire question information analyzed by the second analysis processing section Based on the degree of preference for each of the questionnaire material data, creating information serving as an index as to which of the plurality of evaluation objects included in the plurality of questionnaire data has been evaluated. The marketing research system according to claim 5, further comprising a questionnaire data comprehensive index information creation processing unit . The questionnaire material data includes graphic data and / or character data.
The marketing research system according to claim 1 .

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