JP2011118558A - Subconscious marketing system, server for subconscious marketing system, and subconscious marketing method - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To provide a marketing system for instantaneously obtaining data on consuming behavior of a macroscopic real society, on the basis of experimental data of microscopic brain science. <P>SOLUTION: In the marketing system equipped with a server and a terminal, an attention value between presented images is measured on the basis of the contraction of the pupils of a testee, and a server learns it as microscopic model information of a neural network or the like, and store it as subconscious reaction data. On the basis of the model information, the server creates content for marketing for browser of predetermined attributes on the basis of this model information. The content for marketing is transmitted to the terminal so as to be presented. The terminal is installed outdoors, and configured to detect reaction when a passerby browses the content for marketing. The reaction provides marketing information as the consuming behavior of the macroscopic real society. <P>COPYRIGHT: (C)2011,JPO&INPIT

Description

  The present invention relates to a subconscious marketing system, a subconscious marketing server, and a subconscious marketing method, and more particularly to a subconscious marketing system, a subconscious marketing system server, and a subconscious marketing method using a psychological technique. About.

In recent years, in market forecast analysis by marketing, old methods such as collecting questionnaires have been used to collect original data for predictive analysis.
However, in the questionnaire survey, only the data of customers who answered the questionnaire can be obtained. In addition, there is a problem that an error may increase depending on a questionnaire question or a questionnaire collector.
For this reason, companies sometimes questioned the reliability of questionnaire surveys.

As a system for performing such conventional marketing, referring to Patent Document 1, a system for quantifying and analyzing a factor of purchasing psychology such as a customer's purchasing motivation / situation / will in a marketing survey and the like is described. (Hereinafter referred to as prior art 1).
The system of Prior Art 1 quantifies the customer's purchasing psychology based on the survey data of the questionnaire about the psychological factors / situations such as the customer's purchasing motivation, purchasing status, and purchasing intention. Further, the quantified purchase psychological information and other customer profile information, product profile information, or customer request are combined into a corresponding configuration table or database.
In this way, using a statistical analysis system, customer satisfaction survey and analysis using questionnaire survey data and systematic customer purchase psychology quantitative marketing analysis to produce products and services that customers want Information (hereinafter referred to as marketing information) can be obtained.

In addition, as a system used for conventional marketing, with the recent development of brain science, the brain response of consumers, such as brain waves, NIRS (near-infrared imaging), MRI (magnetic resonance imaging), fMRI (functional MRI), etc. are used. There is a so-called neuromarketing system that elucidates the mechanism of consumer psychology and behavior through measurement.
In neuromarketing, it is possible to obtain information for marketing about unconscious decision processes such as emotional movements as well as information that can be captured in words as in questionnaire surveys.
For example, there is a Nielsen system for such a neuromarketing system:
<URL = "http://www.jp.nielsen.com/news/documents/J_New_Businesses_NeuroMarketing_Nov12_2008.pdf">
By using this conventional system for neuromarketing, for example, information such as the difference in the image felt by the subject's brain by the brand name of the soft drink can be obtained by measuring the reaction of the brain.
Based on the information obtained from the test subject's brain response, the consumer's behavior can be deduced to create a strategy for product sales and use it as marketing information.

JP 2008-299684 A

However, since the system of prior art 1 uses questionnaire survey data, it is difficult to obtain marketing information immediately.
In addition, since the system of the prior art 1 uses questionnaire survey data, it is possible to obtain marketing information only for purchase behaviors that tend to be expressed in some language.
In addition, in conventional neuromarketing, consumer behavior is estimated from microscopic data such as the behavior of the subject's brain, so it is not known whether the guess matches the actual purchasing behavior in the real world.

  This invention is made | formed in view of such a condition, and makes it a subject to eliminate the above-mentioned subject.

The subconscious marketing system of the present invention is a subconscious marketing system comprising a server and a terminal, wherein the server is model information created on the basis of data of a subject's subconscious reaction between presented images or sounds. And a marketing content creating means for creating a marketing content for a viewer having a predetermined attribute using an output of the model means, and the terminal displays the marketing content. And a viewer detection means for detecting a reaction of a viewer of the presented marketing content.
In the subconscious marketing system of the present invention, the server further includes model learning means for creating and updating the model means, and the model learning means is based on information obtained by the viewer detection means of the terminal. In addition, feedback for updating the model information of the model means is performed.
In the subconscious marketing system according to the present invention, the server further includes model analysis means for analyzing the model information, and the model analysis means creates an action hypothesis from the analyzed model information.
In the subconscious marketing system according to the present invention, the server is configured based on the marketing database based on the marketing database related to the attribute of the viewer according to the region characteristics according to the location of the terminal, and the marketing theme. Terminal selection means for selecting the terminal corresponding to the attribute is further provided.
In the subconscious marketing system of the present invention, the model means learns a measured value of the contraction degree of the pupil of the subject after the subject presented an image or a sound as data of the subconscious reaction of the subject. It is used for the model information.
In the subconscious marketing system of the present invention, the model means measures the activity of the brain after presenting the image or sound as the subconscious response data of the subject, and the measured value of the subject's consciousness state Is included in the model information.
The subconscious marketing system of the present invention is characterized in that the model means includes in the model information an upper model structure using a code of cognitive architecture.
The server of the subconscious marketing system of the present invention stores model information created based on the reaction of the subconscious of the subject between the presented images or sounds, and a predetermined unit using the output of the model unit And marketing content creation means for creating marketing content for viewers of attributes.
The subconscious marketing method of the present invention is a marketing method using a subconscious marketing system including a server and a terminal, and is created based on data of a subject's subconscious reaction between presented images or sounds. The model information is stored, marketing content for a viewer having a predetermined attribute is created, the marketing content is presented, and the reaction of the presented marketing content is detected.

  According to the present invention, based on the model created based on the data of the subject's subconscious reaction between the presented images or sounds, the content for marketing is created on the server and presented by the terminal, It is possible to provide a marketing system that can immediately acquire the behavior of the subconscious mind of individuals who are difficult to express in words (microscopic level) as marketing information of real-world viewer behavior (macroscopic level). .

It is a system configuration figure of marketing system X concerning an embodiment of the invention. It is a block diagram which shows the control structure of the server 10 which concerns on embodiment of this invention. It is a block diagram which shows the control structure of the terminal 20-1 which concerns on embodiment of this invention. It is a flowchart which shows the outline | summary of the marketing information acquisition process which concerns on embodiment of this invention. It is a conceptual diagram of the microscopic hierarchy and macroscopic hierarchy which concern on embodiment of this invention.

<Embodiment>
[Control configuration of marketing system X]
Below, marketing system X concerning an embodiment of the invention is explained in detail with reference to drawings.
First, the system configuration of the marketing system X according to the embodiment of the present invention will be described with reference to the conceptual diagram of FIG.
The marketing system X according to the embodiment of the present invention includes a server 10 that is a plurality of server groups and the terminals 20-1 to 20-n via a network 5 that is a wireless telephone network, the Internet, an intranet, or the like. ,It is connected.
More specifically, the network 5 may be a mobile phone network, WiMAX, PHS network, wireless LAN, wired telephone line, LAN, power line LAN, cLink, dedicated line, or the like. Also, as a network form, an IP network or other star-shaped or ring-shaped network can be used.
The server 10 analyzes marketing data using artificial intelligence techniques such as neural networks and decision trees, various statistical analysis techniques (eg, Bayesian networks), and the like. The server 10 also creates and transmits audiovisual content including HTML data and marketing content data to the terminals 20-1 to 20-n and transmits the primary data acquired from the terminals 20-1 to 20-n. Analyze and conduct marketing (market research).
Each of the terminals 20-1 to 20-n is a fixed multi-function terminal having a plurality of display screens and capable of digital signage, map display, and the like, where a viewer stops on foot, for example, a railway station or a viewer It is installed in a place perpendicular to the accumulated flow line. The terminals 20-1 to 20-n acquire data such as the total number of people within a radius of several tens of meters, the number of viewers of the marketing contents 223 and 224 (see FIG. 3), the number of gaze seconds, etc. by gaze tracking. To the server 10 as primary data.
The marketing system X of this embodiment analyzes the primary data acquired from the terminals 20-1 to 20-n by the server 10, and performs data analysis of the current trade area of the terminals 20-1 to 20-n. Based on this data analysis of the current trade area, it is possible to obtain and analyze data on consumer awareness surveys for future trade areas, products, services, technologies, prices, etc. as numerical data.

(Control configuration of server 10)
Next, the control configuration of the server 10 will be described with reference to FIG.
The server 10 is configured by using a plurality of PC servers, general-purpose machines, etc. using PC / AT compatible machines.
The web / gateway unit 110 is various WWW (World Wide Web) servers including a router, a load balancer (load balancer), and the like.
The web / gateway unit 110 transmits the IP packets from the network 5 to each server, and collectively transmits the IP packets from each server to the network 5. The web / gateway unit also supports packet filters, firewalls, syslogs, and the like.
In addition, the web / gateway unit 110 includes a WWW server such as IIS (Internet Information Server) 6.0 or Apache (registered trademark), ASP (Active Server Pages), CGI (Common Gateway). A program such as an interface), a Java (registered trademark) servlet, and PHP (PHI, Hypertext Preprocessor) can be executed. Thereby, the audiovisual content 222 that can be browsed by the web browser is provided from the terminals 20-1 to 20-n, and data such as the marketing contents 223 and 224 of the analysis server 130 used for marketing is acquired. be able to. These data are configured to be accessible from the terminals 20-1 to 20-n, the viewer's PC, mobile phone or the like.
The web / gateway unit 110 can also include a general DNS (Domain Name Server) or an SMTP (Simple Mail Transfer Protocol) server for delivering electronic mail to users.

The database server 120 is a database (DB) server such as an RDBMS (Relational DataBase Management System) that executes various SQL servers. As the database server 120, for example, an “SQL Server” (manufactured by Microsoft) that operates on Windows (registered trademark) 2008 Server (manufactured by Microsoft), or an SQL server such as mySQL can be used.
As a database in the database server 120, a user DB 121 (marketing database), a marketing DB 122, an image / sound material DB 123, an experimental data DB 124, and the like can be provided.

The user DB 121 is a name of a test subject user for creating experimental data, a viewer user input from the terminals 20-1 to 20-n, an advertiser user of the terminals 20-1 to 20-n, an administrator, or the like.・ It is a database that memorizes address, age, gender, income, education, race, religion, family composition and occupation.
The marketing DB 122 is a consumer for marketing purchase motivation, psychological situation at the time of purchase, taste, lifestyle, purchase history, purchase price, store visit frequency, store visit count, future business area, product, service, technology, price, etc. This is a database that stores the survey of the consciousness, the time for each installation of the terminals 20-1 to 20-n, the cluster analysis results of the viewers by area characteristics, the thematic reactions of the measurement for each cluster, and the like. In addition, as materials for audiovisual content and marketing content, HTML (Hyper Text Markup Language) and CHTML (Compact HTML) data, Flash data that is the Adobe standard, JPG, GIF, FLASH, Data for building a WWW website including image data such as AVI, audio data, and other data. It also stores content such as SNS / blog programs.
The image / sound material DB 123 (marketing content material database) is a database that stores material data related to the six senses such as images and sounds that are the basis of the marketing contents 223 and 224 transmitted to the terminals 20-1 to 20-n. It is. In addition, the structure which memorize | stores the image and audio | voice data for an experiment in image | video audio | voice material DB123 is also possible.
The experiment data DB 124 (experiment data database) is a database that stores image data, experiment results, and the like for experiments performed by the experiment data acquisition server 140.

The analysis server 130 analyzes the experiment data from the experiment data acquisition server 140, creates marketing contents 223 and 224, analyzes the primary data from the terminals 20-1 to 20-n, and obtains marketing information, that is, actually Is a server for marketing.
Specifically, the analysis server 130 includes a learning computation unit 131 (model learning unit), a model unit 132 (model unit), a data analysis engine unit 133 (marketing content creation unit, marketing information creation unit, terminal selection unit, model Analysis means, marketing information creation means), and marketing contents 223 and 224 created by the data analysis engine unit 133.

The learning calculation unit 131 is a part that performs “learning” of the model unit 132 in order to create the marketing contents 223 and 224.
For this purpose, the learning calculation unit 131 selects a subject in the user DB 121 for the experiment to be performed, reads out image data or audio data for the experiment from the experiment data DB 124, and instructs the experiment data acquisition server 140 to perform the experiment. Do. Thereafter, when the data analysis engine unit 133 acquires data from the experimental data acquisition server 140 and performs an experimental psychological analysis, the model unit 132 learns based on this result.
In addition, the learning calculation unit 131 performs feedback learning for “learning” and updating the model unit 132 again according to the marketing analysis result of the data analysis engine unit 133.

The model unit 132 includes various artificial intelligence engines (programs) such as a neural network such as a multilayer feedforward neural network, a self-organizing neural network, a hopfield neural network, and a stochastic neural network, a decision tree, and a genetic algorithm. Classes, programs, and data that provide various types of statistical analysis engines such as various correlation analysis, regression, multiple regression, nonparametric analysis, statistical models such as hidden Markov models, market basket analysis engines, etc. Etc. (model information).
The model unit 132 performs psychological analysis from the test subject's reaction by the above-described experimental data acquisition server 140, and can predict and output the response of the viewers of the terminals 20-1 to 20-n related to the six senses described later. It is. In addition, the model unit 132 can perform classification and prediction using a model that organically combines customers, products, markets, and the like.

In the following, an example is described in which a multi-layer feedforward type neural network is used as the model unit 132 and the relationship between the numerical values of the intermediate layer and the output layer and the output can be analyzed numerically and statistically.
Therefore, in the model unit 132, for example, a predetermined sample image is presented, and information on the reaction of the subject when the corresponding still image is presented is obtained from the experimental data acquisition server 140, and the image is obtained. The degree of subconscious interest related to the image is learned as model information according to the magnitude of the subject's reaction between. At this time, the model unit 132 can be configured to have a plurality of model information corresponding to each sample image.
In addition, the model unit 132 can also include a higher-level model structure corresponding to the model information of the sample image in the model information. As the upper model structure, a model using a cognitive architecture based on cognitive science such as ACT-R (Adaptive Control of Tough--Rational) is created based on the theme. It can also be used.

The data analysis engine unit 133 includes an analysis program that performs cluster analysis and the like of users of test subjects and a main program that analyzes data of the model unit 132. As this cluster analysis, various rooted / unrooted, hierarchical / non-hierarchical cluster analysis such as UPGMA method, NJ method, k-means method, kernel method, SOM method and the like can be used.
First, the data analysis engine unit 133 performs a cluster analysis of the user of the subject from the result of the experiment acquired by the learning calculation unit 131.
Thereafter, the data analysis engine unit 133 predicts a viewer's reaction by the model unit 132 that the learning calculation unit 131 has performed a psychological analysis in accordance with an instruction from the advertiser's user. The image data corresponding to are acquired and arranged, and marketing contents 223 and 224 are created.
Thereafter, the data analysis engine unit 133 selects the terminals 20-1 to 20-n that can be inferred that there are many viewers corresponding to the instruction according to the instruction from the advertiser user with reference to the marketing DB 122, Marketing contents 223 and 224 are transmitted from the web / gateway unit 110 to the terminals 20-1 to 20-n via the network 5.
Then, the data analysis engine unit 133 acquires primary data such as the number of viewers who have viewed or browsed the visual content or auditory content of the marketing content 223, 224 on the terminals 20-1 to 20-n, Perform statistical analysis such as cluster analysis immediately and output marketing information. This marketing information can be viewed from a manager terminal (not shown) and can be used for further analysis.
Furthermore, the data analysis engine unit 133 can acquire the data relating to the six senses by analyzing the model unit 132. Thereby, it can utilize for psychological marketing.

The experimental data acquisition server 140 is a server that includes an experimental device related to psychiatry, psychology, and brain science for creating data of the model unit 132 of the analysis server 130.
The experimental data acquisition server 140 includes a pupil measurement unit 141, a five sense measurement unit 145, and an electroencephalogram measurement unit 147.

The pupil measurement unit 141 includes, for example, a camera of a CCD (Charge Coupled Device) or a CMOS (Complementary Metal Oxide Semiconductor) image sensor, a DSP, etc., and detects the contraction of the pupil of a person irradiated with infrared rays or the like. It is a part where the direction can be recognized. As the pupil measurement unit 141, for example, an apparatus disclosed in Japanese Patent Laid-Open No. 9-117416 can be used.
The pupil measurement unit 141 measures the size of the pupil when a user of the subject views an image for a predetermined experiment, and obtains data such as a reaction time in msec until the image is noticed. it can.

The five senses measurement unit 145 is a part that measures data related to senses such as the visual, auditory, tactile, taste, and olfactory senses of the user of the subject.
Specifically, with regard to vision, for example, a display such as an LCD or an EL display for displaying an image for an experiment, and a measuring device for measuring the line of sight and the number of blinks other than the pupil measurement unit 141 are used. Data can be acquired.
As for hearing, for example, a speaker and a push button are provided, and a voice for an experiment is reproduced on the speaker, and measurement data such as a time until the user presses the push button can be acquired.
For tactile sense, for example, force feedback including a device that measures changes in skin resistance due to the amount of sweat by using a data glove made of materials such as elastomer or silicon resin and electrode sheets, or an electromagnetic actuator and a device for measuring grip strength. The measurement data can be acquired by having the apparatus gripped by the subject.
For taste, for example, an electroencephalogram measurement described later using an experimental apparatus that puts a liquid having a predetermined taste into the oral cavity, an electrode array placed on the tongue, a saliva secretion amount detection apparatus, etc. The measurement data of the reaction by taste can be acquired by the unit 147.
As for olfaction, for example, an electromagnetic valve opening / closing scent generator similar to an ink jet printer (for example, Yasuyuki Yanagida, Research and development trend of olfactory display, 2008, Electrology E, Vol. 128, No. 12, p.451-454 etc.) can be used to obtain measurement data of the response of the user of the subject.
Note that the five sense measurement unit 145 does not use only means for measuring the reaction speed from the user's active reaction such as buttons and switches, but measures the reaction by the following measurement unit 147 such as an electroencephalogram to obtain data. You can also.

The electroencephalogram measurement unit 147 is a data measurement site using various physiological function measurement methods such as an electroencephalogram, an electroencephalogram, SPECT (Single photo emission computed tomography), PET (Positron emission tomography), MRI, functional MRI, and near infrared spectroscopy. It is.
The electroencephalogram measurement unit 147 works in conjunction with the above-mentioned five sense measurement unit 145 and pupil measurement unit 141 to display an image for an experiment on the time, frequency, magnitude of reaction, reaction in the brain of the subject user. Information such as a part can be acquired. With regard to the reaction site in the brain, for example, data of each site corresponding to the Broadman brain map can be acquired. In addition, regarding the brain wave, as described later, the brain wave of about 1/2000 seconds is measured, and the level of a middle alpha wave, which will be described later, which is output when the subject has a favorable feeling, is measured. Sensations such as the added overall consciousness state can be detected. Hereinafter, this sense of consciousness or the like is referred to as “six senses” which is a sense added to the five senses.

  Although the server 10 is described as being configured by a plurality of servers, in practice, it may be configured such that all these functions are provided in one server.

(Control configuration of terminal 20-1)
Next, with reference to FIG. 3, the control configuration of the terminals 20-1 to 20-n will be described with 20-1 as a representative (hereinafter, 20-1 will be described as a typical unit in the terminal group). To do).
The terminal 20-1 is a multifunctional terminal that is mainly fixedly installed and has a marketing function in an information terminal such as an advertisement distribution terminal such as digital signage or a guide terminal that distributes a map of a shopping street. The terminal 20-1 can be configured using a PC (Personal Computer) such as a PC / AT compatible machine and an electronic circuit corresponding to each part.
The terminal 20-1 includes, as functional parts, a control unit 200, a storage unit 220, a voice input / output unit 230 (voice input / output unit), a viewer detection unit 241 (browser detection unit), and an RFID transmission / reception unit 250 (RFID transmission / reception unit). , An input unit 260, a first display unit 270 (display unit), a second display unit 275 (display unit), a force feedback unit 280 (force feedback unit), a network connection unit 290, and the like.
Each part is preferably provided in a single housing, but each independent device may be connected by a LAN cable, a coaxial cord, or the like. In addition, the control unit 200 may have a configuration of one chip or a fractional chip that includes another part, for example, the storage unit 220. In addition, each part may be implemented as a program that is executed by the control unit 200 using hardware resources in the same device.
The terminal 20-1 is a portable terminal such as a mobile phone or PDA (personal data assistant) held by a user who is a viewer using the terminal, a desktop terminal such as a PC (personal computer) or a thin client. A dedicated terminal or the like may be used.
In the following example, the case where the terminal 20-1 is the above-described multifunction terminal will be mainly described.

  The control unit 200 of the terminal 20-1 includes a CPU (Central Processing Unit, Central Processing Unit), MPU (Micro Processing Unit), DSP (Digital Signal Processor), GPU (Graphic Processing Unit), This is a part that includes a dedicated processor and the like and executes various programs to control each function of the terminal 20-1.

The storage unit 220 is a storage part such as a RAM, a ROM, a flash memory, and an HDD.
Further, the storage unit 220 stores a terminal program 221 which is various programs such as a WWW browser, a mailer, a Flash (registered trademark) viewer of Adobe, a 3D drawing program, and data related to the program.
Also, audiovisual content 222 (regional promotion content) that is data for use as an information terminal is downloaded from the server 10 via the network connection unit 290 and stored.
Furthermore, as will be described later, marketing contents 223 and 224 that realize the marketing method according to the embodiment of the present invention are also downloaded from the server 10 and stored.

The voice input / output unit 230 (voice recognition means) is a voice input / output of a terminal including a microphone such as a condenser microphone, an audio processor such as a DSP or a dedicated processor for voice recognition, and a speaker such as a dynamic speaker or a piezoelectric element. It is a part.
An audio signal input from the microphone of the audio input / output unit 230 is converted into an electric signal, and further converted into a digital audio signal by an A / D converter and input.
The input speech signal recognizes words and the like from the speech signal using a known algorithm such as HMM (Hidden Markov Model) using an audio processor.
In addition, the audio processor outputs audio such as moving images included in the audiovisual content 222 and the marketing content 223 and 224, audio for psychological interest, and the like.
This audio signal is D / A converted and output by a speaker using a digital amplifier or the like.

The viewer detection unit 241 includes, for example, a CCD (Charge Coupled Device) or CMOS (Complementary Metal Oxide Semiconductor) image sensor, an irradiator (illuminator) such as infrared rays, a DSP for human recognition, a dedicated circuit, and the like. This is a part where the viewer of the terminal 20-1 can be detected from the obtained image and the number of viewers, the moving direction, and the like can be obtained. That is, the viewer detection unit 241 can detect values such as whether the viewer has focused on the marketing contents 223 and 224, the reaction time, and the attention level by the line-of-sight tracking function. As the viewer detection unit 241, for example, an “eyebox 2” device manufactured by xuku can be used. Note that the viewer detection unit 241 may include a pupil measurement unit 141 and a pupil measurement function.
Furthermore, the viewer detection unit 241 includes means for extracting feature amounts of images such as face sensors and clothes, and can estimate the personal features of the viewer such as sex and age with high accuracy. It is also possible to acquire a feature amount by clothes.
Based on these feature quantities, the data analysis engine unit 133 of the analysis server 130 performs clustering according to the feature quantities of clothes and obtains information such as the viewer's hobbies as described later. Distribution etc. can be estimated. In addition, data such as age, gender, family composition, income, occupation, education, religion, race, nationality can also be estimated by correlating with experimental data by cluster analysis.

The RFID transmission / reception unit 250 is a part that performs transmission / reception with an apparatus including a non-contact type RFID (Radio Frequency IDentification). The RFID transceiver unit 250 can transmit and receive information by short-range wireless communication using an electromagnetic field, radio waves, and the like.
The RFID transmission / reception unit 250 is configured by using a known Felica (registered trademark) reader / writer such as Japanese Patent No. 2770576, for example, and transmits information to and from a portable terminal such as a mobile phone of a viewer user or a Felica card. Can send and receive.
As information to be transmitted and received for this purpose, user registration information, map information, coupon information, and the like can be used.

The input unit 260 is an input part including input means such as a touch panel, a numeric keypad, a cursor key (cross key), a selection button, a cancel button, other various buttons, and a touch pad.
The input unit 260 is an input part that includes other input means related to the user interface. Specifically, the input unit 260 is preferably configured as an electrostatic touch panel integrally with the second display unit 275 that is a display monitor or the like below the terminal 20-1.
The input unit 260 detects a signal input by a user who is a viewer of the terminal 20-1 using these input means, and converts it into an electrical signal.
Note that the input unit 260 may be configured to input a user instruction using an electric signal, a radio wave signal, an infrared signal, or the like. Moreover, it is also possible to configure integrally with the camera of the line-of-sight tracking unit of the viewer detection unit 241.

The first display unit 270 and the second display unit 275 are parts including a liquid crystal display, an organic EL display, a plasma display, a projector, and the like.
The first display unit 270 and the second display unit 275 can display a 3D image drawn by the GPU of the control unit 200 and a 2D image including a moving image.
Among these, when the terminal 20-1 is the above-described multi-function terminal, the first display unit 270 is used to display digital signage or the like, for example, and is a front display that displays images of the marketing content 223 and 224. It can be configured to be used as a “research video monitor”.
In addition, the second display unit 275 is configured to display a stereoscopic map and audiovisual content 222 that is a content for regional promotion, and to change the display image using the touch panel of the input unit 260 so that the user can operate. Can do.

The force feedback unit 280 includes a vibration motor (vibrator), an electromagnetic actuator, a piezo element, and the like, and is a part that gives force feedback to the user's response.
That is, the force feedback unit 280 can be configured to convey the behavior with respect to the operation from the user as information other than video and audio, for example, vibration, acceleration, or mass feeling.

  The network connection unit 290 is a part for connecting to the network 5. The network connection unit 290 includes, for example, a network card for connecting to a wired / wireless LAN, an RF modulator, an antenna, and the like connected to a mobile phone network.

The part of the voice input / output unit 230 that performs voice recognition may be executed by the control unit 200 as a program stored in the storage unit 220.
Further, in addition to these parts, the terminal 20-1 can also be configured to include parts such as the five sense measurement unit 145 (FIG. 2) of the experimental data acquisition server 140 of the server 10 described above. Thereby, the data regarding the five senses can be distributed from the server 10 together with the marketing contents 223 and 224 or independently.

[Marketing system X marketing information acquisition processing]
Next, an overview of the marketing information acquisition process of the marketing system X according to the embodiment of the present invention will be described with reference to the flowchart of FIG.
In this marketing information acquisition process, a process between the server 10 and the terminal 20-1 which is a representative example of the terminals 20-1 to 20-n will be described.

(Step S101)
First, the analysis server 130 of the server 10 performs experiment data acquisition processing.
In this process, the analysis server 130 acquires and analyzes experimental data using the experimental data acquisition server 140. More specifically, the analysis server 130 acquires experimental data for subjects having various attributes. The server 140 is used to browse an image for an experiment, and experimental data regarding the reaction is acquired. As an image for this experiment, a related moving image and a still image hidden under the subconsciousness may be used, and a sound associated therewith may be selected.
The analysis server 130 learns model information about the relationship between the five senses and the image by analyzing the experimental data. That is, the neural network of the model unit 132 is learned.

(Step S102)
Next, the analysis server 130 performs marketing content creation processing.
Specifically, in order to perform marketing at the terminal 20-1, the contents for marketing 223 and 224 are created in accordance with the instructions of the user who is the client of the advertisement and marketing.
In this image creation, first, the data analysis engine unit 133 can acquire an appropriate theme and keyword in accordance with an instruction from a user who is a client. This theme can be set for each “segment”, which will be described later, according to the status (theme) of an element for which advertisement distribution or marketing is desired. For example, the client user can formulate a theme according to the item of the consumer enclosure plan for the target cluster (target cluster) in accordance with the cluster analyzed by the above-described experiment.
Then, the analysis server 130 creates marketing contents 223 and 224 for each theme. In this case, for example, the marketing content 223 is an image-based visual content, the marketing content 224 is an audio-based auditory content, and a combination of both types or the same type of marketing content. The content data can be used. For example, as the marketing content 223 for the elderly, in the case of visual content, if the theme is travel in autumn, create a video that combines “Autumn leaves hunting” and still images such as “Japanese food” and “Umeboshi”. . In addition, when the marketing content 224 is auditory content, for example, music, voice, and the like corresponding to autumn travel can be used, and audiovisual content combining these can be used. In addition, video content uniquely created by video production, images of talent production talent before debut, images such as politician election commercials, and audio can be used in appropriate combination. Note that still images and moving images according to the theme can be added to the auditory content.
Then, the analysis server 130 transmits the marketing contents 223 and 224 by attribute, by geography, and in each shopping street (timing T101).
As the marketing contents 223 and 224, it is also possible to use a predetermined image along the theme that has already been created and stored in the image and sound material DB 123.

(Step S201)
Next, the terminal 20-1 that has received the marketing contents 223 and 224 performs a marketing content presentation process.
Specifically, the terminal 20-1 presents the marketing image or sound created by the server 10.
On this basis, the terminal 20-1 measures the number of eyes, the line of sight, and the like of the viewer who has viewed the image or listened to the sound by the line-of-sight search. By recognizing the number of viewers' eyes, the number of viewers can be calculated.
In addition, the line of sight of the viewer / viewer is measured, and when attention is paid to the marketing contents 223 and 224, data such as images and time are acquired. Further, the detected eye movement trajectory is measured to find a moving viewer or a stationary viewer. In addition to this, person detection of each viewer and acquisition of attribute feature amounts are also performed. The number of pedestrians is measured using individual identification and the trajectory of the individual of the pedestrian, and the number of stationary persons is measured by individual identification. The number of people who have not seen a monitor within a range of several tens of meters can be measured with the above method to achieve more accurate marketing.
Note that the terminal 20-1 can measure the visual contents and / or auditory contents of the marketing contents 223 and 224, or only one of them.

(Step S202)
In addition, the terminal 20-1 performs a regional promotion content display process.
Specifically, the terminal 20-1 downloads and displays the audiovisual content 222, which is a content for regional promotion, in accordance with an instruction from the web server of the web / gateway unit 110 of the server 10, and provides it to the viewer enable.
The audiovisual content 222 includes, for example, touch panel map data for each shopping street. As described above, this map can also be accessed from a PC, mobile phone or the like. For this purpose, the display unit 275 can display an access URL, a two-dimensional barcode, and the like.
The terminal 20-1 can also display a free virtual space game or the like in a form in which a touch panel map for each shopping street is overlapped with an old map.

Furthermore, the terminal 20-1 can also acquire the data of the user of the viewer who touched the touch panel as marketing data.
The terminal 20-1 transmits, to the viewer's user, a web page that can be browsed on the mobile terminal among the audiovisual content 222 using the RFID transceiver unit 250 to the viewer who touched the touch panel. Information such as coupons is also transmitted.
At this time, the viewer's user can be asked for approval, and the personal information of the viewer's user can be included in the marketing data. At this time, for example, the user data of the viewer stored in the Felica chip can be directly read. It is also possible to obtain data by conducting a questionnaire.
The terminal 20-1 collects these data, creates primary data that is marketing data, and transmits it to the server 10 (timing T102).

(Step S103)
The server 10 that has received the primary data performs a marketing data analysis process.
Specifically, based on the number of viewers who have viewed the marketing content 223, 224 of the terminal 20-1, and the feature amount, the attributes of the viewers' users are estimated and analyzed. Thereby, information for each attribute of the viewer, for each geography, and for each shopping street can be acquired as marketing data.
Based on the analysis results of viewers and viewers, it is possible to analyze consumer awareness surveys for future business areas, products, services, technologies, prices, etc.

After analyzing the primary data, the server 10 further analyzes the behavior hypothesis using a learned neural network or the like, performs model feedback learning, and analyzes consumer behavior.
This completes the marketing information acquisition process.
Through these processes, immediate subconscious marketing using a psychological method can be performed. That is, it is possible to obtain marketing information related to a macroscopic hierarchy from a microscopic hierarchy by performing behavioral analysis by weighting image data, behavioral scientific analysis, and benchmark sheet analysis using ergonomics.

By configuring as described above, the following effects can be obtained.
First, in the marketing system of the prior art 1, since the original data for performing the predictive analysis was collected by the questionnaire survey, it was difficult to obtain a lot of data instantly.

On the other hand, by using the marketing system according to the embodiment of the present invention, the audiovisual content produced by the neural network analysis is used in combination with the visual line search device, so that emotions that could not be quantified conventionally are used. Such data can be measured immediately.
That is, according to the marketing system according to the embodiment of the present invention, by analyzing the information of viewers who viewed or browsed marketing content based on experimental data immediately from the terminal, Marketing information based on subconscious behavior that is difficult to express with can be acquired.
At this time, measurement can be performed immediately using either or both of visual content and auditory content. In the case of visual content, it is possible to obtain marketing information related to a subconscious reaction to the viewed viewer's image. In the case of auditory content, it is possible to obtain marketing information related to a subconscious reaction to the audio of the viewed viewer.

Moreover, in the marketing system which concerns on embodiment of this invention, the immediate marketing using a psychological method can be performed by the above-mentioned process. That is, marketing information can be acquired by performing behavioral analysis by weighting image or audio data, behavioral scientific analysis, or benchmark sheet analysis using ergonomics.
Thereby, for example, a consumer's purchase behavior can be predicted, and for example, a product with a high customer response and a hypothesis for making a sales floor can be obtained as marketing information. Therefore, for example, it is possible to infer a technique for increasing sales.
Based on these inferences, it is possible to analyze the survey of consumer attitudes toward future business areas, products, services, technologies, prices, and the like.
For example, in a market basket analysis of beer and paper diapers, it is possible to determine whether the sales trend of beer and paper diapers is actualized or latent, and whether they should be displayed separately to encourage the purchase of related products. You can decide whether to prevent them from forgetting to buy them.
In addition, by arranging a large number of terminals and connecting them via the Internet, it is possible to immediately collect and analyze marketing data in major cities in the world and grasp the future consumer interest level.

Further, in conventional marketing, predictive analysis in which a large amount of data such as POS (Point of Service) data and FPS (Frequent Shoppers Program) data is analyzed by data mining has been used.
However, in the data mining of the POS data, only purchase behavior having some tendency can be analyzed.
For this reason, it is generally only about 30% to use it as marketing information in a large amount of collected data.

On the other hand, in the marketing system according to the embodiment of the present invention, measurement of pupillary reaction by presentation of images, measurement of neurological non-invasive brain activity by an electroencephalogram measurement unit, measurement by five sensory measurement units, etc. By using the audiovisual content created by neural network analysis, knowledge about human brain thinking, that is, an event related to the mind can be obtained.
That is, it is possible to measure data related to emotions that could not be quantified conventionally. Thereby, it is possible to acquire marketing information that is more detailed and conforms to the human thinking process and subconsciousness, and it is possible to obtain marketing information that leads to more consumption behavior than before.
For example, the marketing system of the present embodiment can obtain marketing information about purchasing motivation, purchasing psychological situation, preference, and lifestyle. This makes it possible to perform a Matrix analysis of the response measurement results for the consumer enclosure plan for differentiation from competing companies, etc., and to clarify the reaction to the enclosure scheme. At this time, the direction of the correction proposal can also be determined based on the positional relationship with the drawn Matrix triad line. Therefore, it is possible to measure customer satisfaction according to each item and analyze it as marketing information. That is, unlike the conventional questionnaire, it is possible to numerically analyze the judgment criteria of the viewer related to the cluster by psychological structure.
As a result, a consumer's interest level survey on new products, prices, services, and technology development in a manufacturer can be immediately performed, and marketing efficiency, sophistication, and cost reduction can be achieved. Similarly, marketing and consulting companies can conduct research by trade area and survey by item with high accuracy.

Further, in the conventional neuromarketing, consumption behavior is simply deduced from human brain wave information, so it is not possible to reliably obtain the difference between individual consumption behavior and the behavior of many consumers.
On the other hand, in the marketing system according to the embodiment of the present invention, the visual content and / or the auditory content for marketing created based on the experimental data is reproduced, and the data from the installed terminal is used. Feedback can be provided to improve the accuracy of the model.
With reference to FIG. 5, this makes it possible to obtain marketing information that combines information from microscopic experiments and specific consumer purchasing behavior data. For example, a behavioral hypothesis described in an intelligent agent code such as ACT-R can be verified.
Thereby, the marketing system which can be used for a macroscopic and sociological area | region is realizable.
In addition, ACT-R has been conventionally used to simulate the relationship between the function of each organ such as the hand and the brain. In the marketing system X of this embodiment, verification that is linked to the real economy is performed. Can be used.

Moreover, conventional neuromarketing has deduced consumption behavior from mere human brain wave information. In other words, as a stage of events related to the heart, cognitive sociology and cognitive cultural anthropology, which are macroscopic studies, have focused on social analysis, while cognitive psychology and information science, which are microscopic studies, Emphasis was placed on personal analysis.
In particular, in conventional neuromarketing, data analysis of the brain science part has been outsourced. For this reason, instead of synchronizing the electroencephalogram measurement data with some kind of marketing, the marketer (marketer) processed and analyzed the delivery data of the primary processed neuroscience measurement data. For this reason, there was no system for “neuromarketing”.
On the other hand, the marketing system X according to the embodiment of the present invention uses the data from the installed terminals 20-1 to 20-n for various phenomena existing in real life, By using hardware resources by the server, combining the analysis method that converges the neural network, such as the steepest descent method that calculates the weight that is a balance between negative and positive, and then analyzes the weight later by feedback Can be analyzed.
That is, the marketing system X of the present embodiment can synchronize the microscopic verification data with the mother neuron that has been learned by experiments such as brain science and psychology, by measuring five senses including the pupil measurement + electroencephalogram measurement. Then, by analyzing the gaze of the terminal based on the ratio of the number of people who stared at the content, etc., macroscopic data on human behavior in the real world can be obtained and synchronized with the mother neuron described above.
This makes it possible to perform immediate mental management, behavior analysis by weighting video data, behavioral science, and benchmark sheet analysis using ergonomics. Therefore, the marketing system according to the present embodiment uses the data from the installed terminals 20-1 to 20-n to connect the microscopic research and the macroscopic research with a small number of measurements, and measure phenomena in the real world. Analyze and predict.

In addition, the marketing system according to the embodiment of the present invention is a scientific and physical external stimulus that is perceived by humans. You can also get information on what most affects the performance of human marketing among external stimuli such as sentiment and pleasure from long-term and short-term memory.
As a result, it is possible to obtain data related to consumption behavior of the “popular” more than an experiment in which brain science is simply adapted to real life by a technique such as MRI or fMRI. This makes true marketing possible.
In addition, since the marketing system according to the embodiment of the present invention can obtain a large amount of data related to the six senses from a passerby only by installing a terminal, it can also be used in academic fields such as psychological field analysis. You can also.
Furthermore, since the marketing system according to the embodiment of the present invention can perform person recognition and attribute recognition, it can be used for crime prevention. For example, it is possible to infer the gait of a wanted criminal or a person who shoplifted at a certain store from a trajectory or the like and report it via a network.

In addition, the marketing system according to the embodiment of the present invention can be effectively used as an advertising medium in addition to marketing.
Moreover, the marketing system which concerns on embodiment of this invention can acquire information from the portable terminal of the user of the viewer who used the terminal by RFID transmission / reception part. Thereby, a viewer's information can be acquired and the precision of marketing information can be raised more. Furthermore, it is possible to obtain more detailed information by using it together with visitor data of a server site on the Internet. Thereby, marketing according to the accurate data of the user of the viewer can also be performed.
In addition, the marketing system according to the embodiment of the present invention provokes the willingness to touch the viewer by using an old map or a virtual space game. Further, coupon tickets and the like can be distributed by RFID so that there is merit for the user.

<Other embodiments>
In the above-described example, the example in which the marketing system according to the embodiment of the present invention is used mainly for retail marketing has been described, but the present invention is not limited to this.
For example, other configurations:
・ It can be used as a system for election activities. Candidates' images can be played and elections can be held on the touch panel. In addition, it can be used for image surveys of residents in the candidacy districts for formulating election strategies.
・ Can be used for the promotion of entertainers. It is possible to investigate the appeal of pre-debut talent in production.
-It can be used for advance commercial area research and release schedules at companies planning to expand overseas. For example, it is possible to conduct a future consumer interest survey of products.
-By installing the terminals 20-1 to 20-n in supermarkets and the like, and providing free recipes, it can be used for advertising. At this time, a configuration in which the terminals 20-1 to 20-n are provided with a printer or the like is also possible.
・ Applicable to other LLPs by retail, manufacturer, amusement, travel industry, and industry.

  Note that the configuration and operation of the above-described embodiment are examples, and it is needless to say that the configuration and operation can be appropriately changed and executed without departing from the gist of the present invention.

5 Network 10 Server 20-1 to 20-n Terminal 110 Web / Gateway Unit 120 Database Server 121 User DB
122 Marketing DB
123 Image / Audio Material DB
124 Experiment data DB
130 analysis server 131 learning calculation unit 132 model unit 133 data analysis engine unit 140 experimental data acquisition server 141 pupil measurement unit 145 five sense measurement unit 147 electroencephalogram measurement unit 150 terminal management server 200 control unit 220 storage unit 221 terminal program 222 audiovisual content 223, 224 Marketing content 230 Audio input / output unit 241 Viewer detection unit 250 RFID transmission / reception unit 260 Input unit 270 First display unit 275 Second display unit 280 Force feedback unit 290 Network connection unit X Marketing system

Claims (9)

In a subconscious marketing system with servers and terminals,
The server
Model means for storing model information created based on the data of the subject's subconscious reaction between presented images or sounds;
Marketing content creation means for creating marketing content for viewers of a predetermined attribute using the output of the model means,
The terminal
Presenting means for presenting the marketing content;
A subconscious marketing system, comprising: a viewer detecting means for detecting a reaction of a viewer of the presented marketing content. The server
Further comprising model learning means for creating and updating the model means,
The subconscious marketing according to claim 1, wherein the model learning means performs feedback for updating the model information of the model means based on information obtained by the viewer detection means of the terminal. system. The server
Further comprising model analysis means for analyzing the model information,
The subconscious marketing system according to claim 1 or 2, wherein the model analysis unit creates an action hypothesis from the analyzed model information. The server
Marketing database related to the attributes of viewers by region characteristics according to the location of the terminal;
The terminal selection means which selects the said terminal corresponding to a viewer's attribute based on the said marketing database based on the theme which performs marketing is further provided. The Claim 1 characterized by the above-mentioned. Subconscious marketing system. The model means includes
The data of the subconscious awareness of the subject is learned by using a measured value of the degree of contraction of the pupil of the subject after the subject presented an image or sound and used as the model information. 5. The subconscious marketing system according to any one of 4 above. The model means includes
2. The activity of the brain after presenting the image or the sound is measured as subconscious response data of the subject, and the measurement value of the subject's consciousness state is included in the model information. The subconscious marketing system according to any one of 5 to 5. The model means includes
The subconscious marketing system according to any one of claims 1 to 6, wherein an upper model structure using a code of cognitive architecture is included in the model information. Model means for storing model information created based on the subconscious reaction of the subject between the presented images or sounds;
A subconscious marketing system server comprising: marketing content creation means for creating marketing content for a viewer having a predetermined attribute using an output of the model means. A marketing method using a subconscious marketing system comprising a server and a terminal,
Stores model information created based on the subject's subconscious response data between presented images or sounds,
Create marketing content for viewers with certain attributes,
Presenting the marketing content,
A subconscious marketing method characterized by detecting a reaction of the presented marketing content.

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