JP2008059119A - Apparatus for evaluating psychological characteristic - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To obtain, from a subject U who is in contact with provided information such as commodity posters, information for estimating his psychological state in a natural condition with a time difference, thus making it possible to analyze his psychological state toward the provided information with accuracy and high reliability. <P>SOLUTION: While the subject U views commodity posters A-D, a detection sensor 1 is used to detect biological changes (gazing time) from the subject U. Before or after he views the posters, questionnaire answers S to questions about the posters are obtained from the subject U by an obtaining means 2. Using a map M that sets the relationship between biological changes, the degrees of reaction to the questions, and the psychological characteristics of the subject, an analysis means 4 evaluates the psychological characteristics of the subject U on the basis of the detected biological changes and the degrees of reaction obtained. <P>COPYRIGHT: (C)2008,JPO&INPIT

Description

  The present invention relates to a technique for evaluating the psychological state of a subject in contact with information such as an advertisement poster or a television program, and in particular, the psychology while being in contact with information and before or after being in contact with the information. It relates to technology that integrates and evaluates psychology.

Today, in a marketing activity of a company or the like, a method for investigating a consumer's preference and behavior for a product by a questionnaire is performed.
In addition, a system that collects information from an unspecified number of users using an Internet homepage has become widespread.

  An invention that increases the willingness to answer and improves the reliability of answers by providing an easy-to-answer input screen by changing the answer input method for questionnaire questions by respondents regarding questionnaire surveys using information processing technology Has been proposed (see Patent Document 1).

Also, an invention has been proposed in which a television commercial is reproduced on a homepage established on the Internet, and survey information in a questionnaire format is scored to investigate the effect of the sponsor's television commercial (see Patent Document 2).
Japanese Patent Laid-Open No. 2005-209042 JP-A-2005-346122

  Conventionally, methods of acquiring various information in a questionnaire format from consumers etc. (subjects of surveys) who have contacted the information provided using information processing technology have been performed. Since impressions on information and post-experience reports are often the main, there are reports due to the subject's forgetfulness and memory differences, and it is difficult to say that the reliability of questionnaire responses is necessarily high.

  In addition, regarding provided information having a time width such as a television commercial, it is also conceivable that the psychological state of the subject in contact with the information changes with time. As for the final impression of the target person on the provided information, there is value in using the questionnaire response, but it is not accurate because it is not certain which content is being viewed or for which time zone. Will result in a survey.

  The present invention has been made in view of the above-described conventional circumstances, and by acquiring information for estimating a psychological state with a time difference in a natural manner from a subject in contact with the provided information, the psychological state with respect to the provided information can be accurately determined. The aim is to make it possible to analyze with high reliability.

  The psychological characteristic evaluation apparatus according to claim 1 relates to detection means for detecting a biological change from the subject while the subject is in contact with the provided information, and the information before or after provision of the information. An acquisition means for acquiring a response to the question from the subject, a biological change amount prepared in advance, and a relationship between the degree of the response to the question and the psychological characteristics of the subject, and the detected biological change. And analyzing means for evaluating the psychological characteristics of the subject based on the amount and the degree of the acquired response.

  The psychological characteristic evaluation apparatus according to claim 2 is the psychological characteristic evaluation apparatus according to claim 1, wherein the relationship between the biological change amount and the degree of reaction to the question and the psychological characteristic of the subject is the biological change amount. It is characterized by being prepared as a map in which areas of psychological characteristics corresponding to a plane with the degree of response to a question as two axes are assigned.

  The psychological characteristic evaluation apparatus according to claim 3 is the psychological characteristic evaluation apparatus according to claim 1 or 2, wherein the information is a set of information units that are continuously provided to the subject with a time width. .

  The psychological characteristic evaluation apparatus according to claim 4 is the psychological characteristic evaluation apparatus according to claim 1 or 2, wherein the information provided to the subject is provided statically to the subject.

  In the psychological characteristic evaluation program according to claim 5, the computer uses the relationship between the biological change amount prepared in advance and the degree of reaction to the question and the psychological characteristic of the target person to provide information to the target person. Evaluate the psychological characteristics of the subject from the amount of biological change detected from the subject during contact and the degree of reaction to the question about the information obtained from the subject before or after provision of the information It is characterized by functioning as an analysis means.

According to the psychological characteristic evaluation apparatus according to claim 1, the amount of biological change detected from the subject while the subject is in contact with the information to be provided, and the subject before or after provision of the information Since the psychological characteristics of the target person can be evaluated from the degree of reaction to the question regarding the information acquired from the person, it is possible to accurately and reliably analyze the psychological state of the provided information.
The psychological state of the subject with respect to the information provided on the survey subject is determined based on the status of the time zone in contact with the survey subject (the time zone during viewing on TV) and the time other than the time in contact with the survey subject ( By acquiring the state after viewing in the case of a television, it is possible to acquire a state with a time difference, integrate and analyze it, and perform accurate and reliable psychological state estimation.

  According to the psychological characteristic evaluation apparatus according to claim 2, in addition to the above, the object is obtained by using a map in which psychological characteristic regions corresponding to a plane having two axes of a biological change amount and a degree of response to a question are allocated. Since the person's psychological characteristics are evaluated, the evaluation process can be performed quickly.

  According to the psychological characteristic evaluation apparatus according to claim 3, in addition to the above, since it is applied to a set of information units that are continuously provided to a target person with a time width, for example, a TV drama watched by the target person It is possible to evaluate the psychological characteristics of a certain scene (time zone) in the information such as TV commercials and TV commercials.

  According to the psychological characteristic evaluation apparatus according to claim 4, in addition to the above, since it is applied to information statically provided to the target person, for example, for information such as advertisement posters and exhibits, the information It becomes possible to evaluate the psychological characteristics.

  According to the psychological characteristic evaluation program which concerns on Claim 5, the psychological characteristic evaluation apparatus which has said effect is realizable using a computer hardware resource.

The present invention will be specifically described based on examples.
As shown in FIG. 1, the psychological characteristic evaluation apparatus of the present example changes biologically from the subject while the subject is in contact with provided information such as advertisements, dramas, and music. Detection means 1 for detecting the information, acquisition means 2 for acquiring a response to the question about the information from a subject by questionnaire or interview before or after provision of the information, a biological change prepared in advance as a map or table, and the like The storage means 3 for storing the relationship between the degree of response to the question and the psychological characteristics of the subject, the amount of the biological change detected by the detection means 1 and the acquisition means 2 using the relationship stored in the storage means 3 The analysis means 4 that evaluates the psychological characteristics of the subject based on the degree of the reaction that has been performed, and the output means 5 that outputs the analysis result by the analysis means 4 are provided.

  Here, the psychological characteristic evaluation apparatus of this example is realized by configuring the analysis means 4 in the computer by executing the psychological characteristic evaluation program according to the present invention on the computer.

  The detection unit 1 is a sensor that detects a biological change unconsciously from the subject. For example, the subject's biological subject such as a movement of the eye, a change in posture, movement, or behavior of the subject is photographed. Sensor for detecting a general change, a sensor for detecting a biological change of the target person such as a heartbeat, an electroencephalogram, and the like attached to the subject, and attached to a device operated by the target person while viewing provided information. Various types of sensors that can detect biological changes from the subject while in contact with the provided information, such as sensors that indirectly detect the subject's biological changes such as device operation procedures and the number of operations. A sensor can be used.

The acquisition means 2 is set in accordance with the format of the question to be asked to the subject before or after the provision of information. For example, in the case of a questionnaire-type question, a sheet on which an answer that is a response to the question is written Reading device that reads optically, voice input device that captures the answer voice that is a response to the question if it is an interview-type question, input device that inputs the answer to these questions by keyboard operation, answers to questionnaires on the network An acquiring interface device can be used.
In addition, as the acquisition means 2, you may make it acquire a subject's biological change as a response with respect to a question with the sensor similar to the said detection means 1. FIG.

In this example, the relationship information stored in the storage unit 3 has a map format as shown in FIGS.
In this map, a biological change amount (vertical axis in the illustrated example) corresponding to the detection of the detecting unit 1 is set as one axis (vertical axis in the illustrated example), and a response to a question corresponding to acquisition by the acquiring unit 2 Psychological characteristics corresponding to these two axes (the contents are understood, attracting interest, have an attractive effect, and the contents understanding) on the plane with the other axis as the other axis (the horizontal axis in the illustrated example) ), The content is not transmitted, it is difficult to enter the field of view, the field of view does not enter, etc.).

Specifically, in response to a questionnaire question by the line-of-sight sensor of the detection means 1 and the acquisition means 3, the relationship information shown in FIG. 2 has psychological characteristics with the length of gaze time as the vertical axis and the interest level according to the questionnaire response as the horizontal axis. 3 is assigned, and the relationship information shown in FIG. 3 is obtained by assigning psychological characteristics regions with the degree of gaze frequency as the vertical axis and the interest level according to the questionnaire responses as the horizontal axis. The relationship shown in FIG. The information is obtained by assigning areas of psychological characteristics with the vertical axis indicating the early and late gaze order and the horizontal axis indicating the degree of interest in the questionnaire responses.
Note that the relationship information may be prepared in other formats in the map format, and the amount of biological change and the degree of response to the question are variously set according to the formats of the detection means 1 and the acquisition means 2. .

The analysis unit 4 refers to the relationship information information map stored in the storage unit 3 according to the information detected by the detection unit 1 and the information acquired by the acquisition unit 3, and corresponds to the detection information and the acquisition information. Psychological characteristics are analyzed and evaluated by specifying the psychological characteristics area of the subject.
The output means 5 outputs the evaluation result by the analysis means 4 in the form of screen display or print output.

  For example, the gaze time detected by the line-of-sight sensor of the detection means 1 for certain provided information (for example, a statically provided advertisement poster, a certain scene in a drama dynamically provided with a time width). If it is extremely long in light of the preset criteria and the degree of interest in the questionnaire response acquired by the acquisition means 2 is extremely large in accordance with the preset criteria, the information of the subject who has performed the detection and acquisition It is evaluated that the psychological characteristic for the user understands the contents of the provided information from the map of FIG.

FIG. 5 shows an example of processing outline using the psychological characteristic evaluation apparatus of this example.
When the target person U sees four product posters A, B, C, and D, the detection means 1 detects the gaze time for each product poster of the target person U who is browsing. In the example, it is detected that the product poster A has the longest gaze time, and the product poster B, the product poster C, and the product poster D are short in the order of the gaze time.
This detection information is sent to the analysis means 4 and held for evaluation processing by the analysis means 4.

Before or after browsing the product poster, the questionnaire U asks the same subject U about the degree of interest in the product posters A, B, C, and D, and the questionnaire response is acquired from the acquisition means 2. In the example, it is acquired that the product poster A and the product poster D have the highest degree of interest, the product poster C has the most interest, and the product poster B has the least interest.
This acquired information is sent to the analysis means 4 and held for evaluation processing by the analysis means 4.

When the detection information and the acquisition information are input, the analysis unit 4 analyzes and evaluates psychological characteristics with reference to the relationship information map M of the storage unit 3 based on the information.
That is, the area | region where the information detected and acquired about each of goods poster A, B, C, and D corresponds is specified from a related information map (in this example, the map of FIG. 2), and the psychological characteristic assigned to each area | region. Is output as an evaluation result.

  In the example of FIG. 5, the psychological characteristic of the subject U is evaluated as “content understood” for the product poster A with the longest gaze time and the greatest interest, and the gaze time is the second longest and the least interested. For the product poster B, the psychological characteristic of the subject U is evaluated as “mandly looking”, and the psychological characteristic of the subject U is “there is an attractive effect” for the product poster C, which is the third longest gazing time and the most interesting. The psychological characteristic of the subject U is evaluated as “does not enter the field of view” for the product poster D with the shortest gaze time and the greatest interest, and is output from the output means 5 as a result list R.

  Further, the product poster A and the product poster B will be described in detail. Although only the gaze time data detected during the time period when the product poster is being viewed, the product poster A and the product poster B have a long gaze time, and thus tend to be presumed to be interested in the poster content. By analyzing the questionnaire responses to the “degree of interest” acquired in a time zone that is different from the time zone in which the product poster is viewed, the product poster A is “understood” It is evaluated that the product poster B is “gazing at it”. That is, a more accurate and reliable psychological state can be estimated by acquiring and integrating and analyzing states with a time difference.

It is a block diagram of the psychological characteristic evaluation apparatus which concerns on one Example of this invention. It is a figure explaining the relationship information map which concerns on one Example of this invention. It is a figure explaining the relationship information map which concerns on one Example of this invention. It is a figure explaining the relationship information map which concerns on one Example of this invention. It is a figure explaining the process of the psychological characteristic evaluation apparatus which concerns on one Example of this invention.

Explanation of symbols

1: detection means, 2: acquisition means,
3: storage means, 4: analysis means,
5: Output means, M: Relationship information map,
P: Information poster, R: Evaluation result,
S: Questionnaire, U: Target person,

Claims (5)

Detecting means for detecting a biological change from the subject while the subject is in contact with the provided information;
Before or after the provision of the information, obtaining means for obtaining a response to the question about the information from the subject;
Using the relationship between the amount of biological change prepared in advance and the degree of response to the question and the psychological characteristics of the subject, the subject is determined from the amount of the detected biological change and the degree of the acquired response. Analytical means for evaluating psychological characteristics of
A psychological characteristic evaluation apparatus characterized by comprising:   The relationship between the biological change amount and the degree of response to the question and the psychological characteristic of the subject assigns a psychological characteristic region corresponding to a plane having the biological change amount and the degree of response to the question as two axes. The psychological characteristic evaluation apparatus according to claim 1, wherein the psychological characteristic evaluation apparatus is prepared as a map.   The psychological characteristic evaluation apparatus according to claim 1, wherein the information is a set of information units that are continuously provided to the subject with a time width.   The psychological characteristic evaluation apparatus according to claim 1, wherein the information provided to the subject is statically provided to the subject.   The computer was detected from the subject while the subject was in contact with the information provided, using the relationship between the biological change prepared in advance and the degree of response to the question and the psychological characteristics of the subject. It functions as an analysis means for evaluating the psychological characteristics of the subject from the amount of biological change and the degree of reaction to the question about the information obtained from the subject before or after provision of the information. Psychological characterization program.

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