JP2012088760A - Impression management support method and impression management support system - Google Patents

Abstract

PROBLEM TO BE SOLVED: To provide an impression management support method and an impression management support system that comprehensively manages an enterprise brand and an impression on the enterprise brand by representing a worldwide view of the whole brand.SOLUTION: The impression management support method includes the steps of: gathering as a word selection result one word that a subject answers as a word reminded of from the impression on the brand between a pair of words previously selected as words that the subject is likely to know by intuition for the brand; converting respective words as word selection results into color data using color information generated based upon statistical information on colors; and performing classification processing on color information corresponding to the word selection results into respective quadrants on a matrix including four quadrants classified according to a hue circle, and generating color matrix information arranged in the respective quadrants on the matrix; and outputting the generated color matrix information as impression management support information on the brand.

Description

  The present invention relates to an impression management support system and an impression management support method that comprehensively manage impressions of company brands and business brands.

  In general, there are many media such as advertisements, commercials, printed materials, websites, outdoor advertising billboards, and stores that transmit the value and impression of brands such as companies and businesses to people. Each of these media is an impression transmission element that transmits the value and impression of the brand to people, and serves as a brand contact point that connects people and the brand.

  Conventionally, brand value evaluation methods (for example, Patent Document 1) have been proposed. However, as the number of media that transmit brand values and impressions to people increases, the impression that people who touch each media recall depends on the media. There was a different problem. In other words, the issue of communication loss when communicating the value and impression of corporate brands and business brands to people due to being unable to understand that they are the same brand despite touching the same brand at different brand contacts was there.

JP 2007-087339 A

  Therefore, an object of the present invention is to provide an impression management support method and an impression management support system that can depict a world view of the entire brand and comprehensively manage the corporate brand and the impression of the corporate brand.

  An impression management support method according to an embodiment of the present invention is an impression management support method for comprehensively depicting an impression of a brand from a survey result of an impression of a subject on a brand, and includes steps executed by a computer. Among the pair of words that are pre-selected as words that are easy to be intuitively viewed by the subject with respect to the brand, the subject responded that the subject reminiscent of the impression of the brand. Collecting one word as a word selection result; converting each word of the word selection result into color data using color information generated based on color statistical information associated with the word; and A front on a matrix containing four quadrants classified according to the hue circle of each color associated with the word based on the color statistics Classifying the color data corresponding to the word selection result in each quadrant according to the relationship of the hue circle, and generating color matrix information in which the color data subjected to the classification processing is arranged in each quadrant of the matrix; And outputting the generated color matrix information as impression management support information.

  An impression management support system according to an embodiment of the present invention is an impression management support system that comprehensively draws an impression of the brand by a computer from a survey result of the impression of the subject on the brand. Among a pair of words that are pre-selected as words that are easy to be intuitively viewed by the subject with respect to the brand, a word that the subject responds to is associated with an impression of the brand. A data processing unit that collects as a word selection result, a conversion processing unit that converts each word of the word selection result into color data using color information generated based on color statistical information associated with the word, and The matrix on the matrix including four quadrants classified according to the hue circle of each color associated with the word based on the color statistical information. A matrix generation unit that classifies the color data corresponding to the word selection result in a quadrant according to the relationship of the color circles, and generates color matrix information in which the classified color data is arranged in each quadrant of the matrix And a data output unit that outputs the generated color matrix information as impression management support information.

  According to the present invention, it is possible to provide impression management support information that extracts a brand concept, an impression, an image, etc. and depicts a comprehensive world view of a corporate brand or a business brand. Can be supported.

It is a schematic diagram for demonstrating the impression management assistance method which concerns on 1st Embodiment of this invention. It is a figure which shows an example of the word card which concerns on 1st Embodiment of this invention. It is a figure which shows an example of (a) a pair of word selection in the impression management assistance method which concerns on 1st Embodiment of this invention, and (b) 4 quadrant matrix. It is an example of the word-4 quadrant matrix which concerns on 1st Embodiment of this invention. It is an example of the color-4 quadrant matrix which concerns on 1st Embodiment of this invention. It is an example of the visual-4 quadrant matrix figure which concerns on 1st Embodiment of this invention. 1 is a schematic configuration diagram of an impression management support system according to a first embodiment of the present invention. 1 is a configuration block diagram of an impression management support system according to a first embodiment of the present invention. It is a flowchart which shows the process transition of the impression management assistance system which concerns on 1st Embodiment of this invention. It is a figure which shows an example of the user information which concerns on 1st Embodiment of this invention, a questionnaire problem list | wrist, and problem combination information. It is an example of the word card information which concerns on 1st Embodiment of this invention, color information, and 4 quadrant information. It is a figure which shows an example of the problem registration list page which concerns on 1st Embodiment of this invention. It is a figure which shows an example of the questionnaire question list edit screen which concerns on 1st Embodiment of this invention. It is a figure which shows an example of the problem combination edit page which concerns on 1st Embodiment of this invention. It is a figure which shows an example of the total page (whole) which concerns on 1st Embodiment of this invention.

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

(First embodiment)
FIG. 1 is a schematic diagram for explaining an impression management support method according to the first embodiment of the present invention. As mentioned above, companies send out corporate brands and business brands (brands of business activities) through media (brand contact points) such as advertisements, commercials, printed materials, websites, outdoor billboards, and stores. For example, when the brand contact points are different, there is a problem that the same brand is not noticed and the impression is scattered for each brand contact point.

  If the impression of the brand of the same company or business is different between each brand contact point, stakeholders including customers (partners who bear various interests such as various companies and people with whom the company is involved in business. Interesting customers) In addition to government and public institutions, research institutes, financial institutions, employees, business partners, consumers, etc.), communication cannot be made efficiently, and communication losses with stakeholders will occur.

  The first factor is that each company has different departments that manage each brand contact, and the brand impressions that each department has or transmits are different even within the same company and are difficult to share. The actual situation is mentioned. In other words, because the brand impression cannot be transmitted from each brand contact in a form that shares the world view of the corporate brand or the entire business brand, the consistent brand impression at each brand contact could not be efficiently transmitted to the stakeholders.

  Secondly, with the conventional brand value evaluation method, it is impossible to grasp what company or business brand world view is constructed by a plurality of brand contact points. For this reason, there is no suitable method for connecting brand contact points and depicting the world view of the entire brand, even in order to manage a consistent brand impression by connecting multiple brand contact points. Therefore, each department (each person) had to send out the brand impression with the subjective view of the company or business brand that each individual company has.

  In this way, the brand's overall view of the world (unified impression) gives a “one brand image” to the viewer's (stakeholder) mind, and communicates efficient brands and impressions that suppress communication loss. To manage “(current) the current state of the brand” and “(future) the desired shape of the brand (should be)” by managing the global view of the brand Can be an important element of brand strategy.

  The impression management support method of the present embodiment extracts impressions of a plurality of brand contact points, in other words, brand concepts, impressions, and images possessed by employees and stakeholder by “words”, and uses these colors (or visuals). To provide impression management support tools that draw a comprehensive view of the corporate or business brand.

  In addition, the impression management support method of this embodiment is used by a company that transmits the value and impression of a brand to people, a consulting company that performs brand consulting for the company, and supports brand management of the company itself, or This tool supports brand management for brand consulting for companies. In other words, the company or brand consulting company uses this impression tube support method to create an impression of the company or business that the employees and stakeholders in the company have (behind it), and to manage the world view of the brand as a whole. By using it as support information, it is possible to manage brand construction (or reconstruction) that gives “one brand image” to the viewer's mind and the current or future brand world view.

  The impression management support method according to the present embodiment prepares a plurality of word pairs (a pair of word cards) in which words that are easy to be intuitively understood by employees and stakeholders for a company brand or a business brand, and a pair of word cards is surveyed. The system (question format) is selected sequentially (see FIG. 3 (a)) to extract the impressions of the brands held by employees and stakeholders.

  Words to be used are converted into keywords with creative expressions related to the brand concept, impression, and mentality of employees and stakeholders. By selecting multiple pair cards one after the other, Extract "world view words" that point to the impression of the business brand.

  FIG. 2A is a diagram illustrating an example of a pair of word cards according to the present embodiment. The word card has a shape like a playing card, and a pair of word cards is used for one question. FIG. 2B shows an example of a plurality of word cards C1 to C6. As an aspect, 41 word card pairs composed of 82 words can be used.

  The “word” used in the word card is a word selected in advance as a word that is easy to be intuitively recognized by employees and stakeholders for a corporate brand or business brand. In the word card of this embodiment, a color is associated with each “word” of the word card (see FIG. 2A). For example, present 82 selected words and present them from the prepared color palettes (basic 16-color palettes, 216-color palettes, etc.) to the question "What colors will you recall when you hear these words?" A preliminary questionnaire survey is conducted to select a color that is linked to the impression of the word, and 82 colors associated with each “word” are selected from the statistical data.

  For example, in the example of FIG. 2B, the word “cool” of the pair of word cards C1 is associated with dark blue, blue, light blue, etc., and the word “passionate” is red, red, orange, etc. Can be recalled. The word “simple” of a pair of word cards C2 is associated with brown, flesh and amber, and the word “smart” is recalled with blue, light blue, and amber. The word “classy” of a pair of word cards C3 is associated with light purple, white, peony, etc., and the word “humorous” is associated with yellow, orange, etc.

  The word “sporty” of a pair of word cards C4 is associated with blue, scarlet, light blue, and the word “dressy” is associated with peony, ping, purple, and the like. A pair of word cards C5 "mild" is associated with Yamabuki, flesh and aubergine, and "fresh" is associated with light blue, turf, and young bamboo. The word “splendid” of a pair of word cards C6 is associated with black, amber, and Kyoto purple, and the word “sophisticated” is associated with white, indigo, and Kyoto purple.

  As shown in FIG. 2 (a), there is one or more colors associated with one word. In this embodiment, one word card is associated with the statistical data of the preliminary questionnaire survey. In the descending order of the number of selected colors, color 1, color 2, and color 3 are associated with each other, and the display areas (display sizes) of color 1, color 2, and color 3 are made different from each other in the statistical data. The ratio of colors associated with the “word” is displayed. Further, as an aspect of the word card, it is possible to configure as a word card in which “word” is written on the front surface of the card and “color” composed of color 1 to color 3 is written on the back surface.

  The pair relationship between a pair of word cards is created based on a predetermined antonym or related word relationship. For example, a pair of word pairs can be created based on the relationship of the synonyms that do not include a negative factor. Rather than selecting the word “emotional” with negative factors (negative factors) as a pair for the word “cool”, positive factors (positive factors, positive factors) for the word “cool” ) And the other word “passionate” are selected as a pair. In other words, in this embodiment, a word (negative word) that recalls a negative impression when selecting a word that is easy to be intuitively recognized by employees and stakeholders for a corporate brand or business brand as the “word” used in the word card. ) Is based on the relationship between words that do not contain negative factors and select multiple “words” to be used in the word card for words that recall positive impressions (positive words). To create a pair of words. In addition, when selecting multiple “words” to be used for a word card, create a pair of word cards after selecting multiple words for positive words, or create a pair of words that do not contain negative factors. A pair of word pairs can be selected based on a relationship (a relationship close to an antonym), and the selected pair of word pairs can be selected as a “word” used in the word card.

  As described above, in the present embodiment, by using a plurality of word pairs, the brand concept, impression, and image of employees and stakeholders are converted into keywords with creative expressions to indicate the impression of the corporate brand and business brand. For example, if a person in the brand management department chooses a color (or visual) from the beginning in a brand management department, the rationale for choosing that color is clear. This is because there were many cases where it was not used at all in advertising departments and public relations departments that actually use the brand.

  In other words, when extracting the brand concept, impressions, and images of employees and stakeholders, selection criteria based on color (or visual) are ambiguous, and are subject to personal hobbies and preferences. It can be. Therefore, in the impression management support method of this embodiment, easy-to-understand words that can be recognized as corporate issues and brand issues that anyone can convince (words that are easily understood by employees and stakeholders for corporate brands or business brands). By selecting them, the brand concept, impressions, and images of employees and stakeholders are extracted, and the extracted words are converted into color (or visual) based on the statistical basis such as the preliminary questionnaire survey mentioned above. By converting, the persuasiveness is improved.

  In other words, this impression management support method clarifies the relationship between “words and colors” based on statistical information through a preliminary questionnaire survey, and automatically selects “colors” (or “words”). It is possible to produce a fair result that does not impose the tastes and hobbies of the individual who decides that “visual”) will be displayed, and it is possible to depict the world view of the entire brand that is highly convincing. In addition, by selecting words that do not contain negative factors as “words”, or by creating a pair of word pairs based on the synonym relationships that do not contain negative factors, the global view of the entire brand that excludes negative factors is excluded. Can be drawn.

  In the present embodiment, a matrix board having two axes and four quadrants classified according to the hue circle (hue, saturation lightness, color temperature) of colors associated with words is used (FIG. 3B). Create a color-matrix board (or visual matrix board) that draws a comprehensive world view of a company brand or business brand by connecting multiple impressions of each brand contact point by color (or visual).

  The matrix board is a two-axis four-quadrant matrix diagram in which four elements of “warm”, “soft”, “hard”, and “cool” are assigned, and warm & soft (first quadrant) and warm & hard (second quadrant). , Cool & soft (third quadrant), cool & hard (fourth quadrant).

  Each of the 82 types of word cards is linked to the four quadrants (has one attribute of the four quadrants). In the example of FIG. 2 (b), the attribute information of the four quadrants is described in the lower area of each word card together with the card identification number. By turning over the word card arranged on the matrix board, the word − A 4-quadrant matrix and a color-4 quadrant matrix can be created.

  FIG. 4 is a diagram showing an example in which the selected word cards are arranged on the matrix board (word-4 quadrant matrix). In the example of FIG. 4, the word cards selected in each quadrant are arranged in a matrix. In this matrix, the relationship between words and attributes can be grasped, but the relationship between each word between attributes can be grasped. It is difficult to understand how the extracted “world view words” are connected, that is, how the world view constructed by “world view words” is. Can not.

  Therefore, in this embodiment, each word card selected is converted into a corresponding color and placed on the matrix board, so that each word between attributes is connected by color to create a world constructed with a “world view word” Draw a view. FIG. 5 is a diagram showing an example in which colors corresponding to the selected word card are arranged on the matrix board. In this way, in the color-4 quadrant matrix, it is possible to recognize words arranged in each quadrant as colors, and to draw a world view by connecting each “world view word” between attributes from the interrelationships of the colors. .

  In other words, the impression management support method according to the present embodiment converts each selected word card into a corresponding color and arranges it on a matrix board classified into four quadrants. The overall impression of the brand is depicted by color based on the relationship between the color circles and the color of the selected word placed in each quadrant. In other words, from the relationship between the four quadrants based on the color circle and the relationship between the colors of the selected words arranged in each quadrant, the impressions are connected by colors, and the brand world view can be drawn.

  In this embodiment, in addition to colors, visuals (graphic materials such as photographs) are used to recognize words placed in each quadrant as visuals. You can also draw a view of the world that connects "(see Fig. 6). In this case, a visual (color image data of graphic material) associated with words or colors is prepared in advance, and in the same way as with colors, the question "What color do you recall when you hear this word or see the color?" Pre-questionary surveys are conducted to select image data that connects impressions from a plurality of prepared image data, and visuals can be linked to words from the statistical data. Moreover, it is possible to extract image data representing the relationship between words or colors and visuals based on specialized knowledge and empirical rules and link them to a word card without relying on a preliminary questionnaire survey. As one aspect of the present embodiment, the visual can be created from the color associated with the “word” based on the statistical information described above, and experts in the design field can select “word” from a predetermined image photo library. It can be selected and created based on the associated “color”. Like the color, this visual can visually connect the words between the attributes on the matrix board to visualize the world view of the brand built by the “world view word”. For this reason, it is possible to depict the world view of the brand from both color and visual aspects, in other words, to manage the impression of the brand.

  The order of the word cards arranged on the matrix board is arbitrary. For example, the word cards are arranged on the matrix board based on the importance of the word card selected from the center of the matrix board to the outside. Can be lined up. As an example of the importance of a word card, the number and selection rate of the word card can be mentioned as described later, for example, the center of the quadrant matrix board corresponding to the word card having a large number of selection as an impression of the entire brand. It is possible to place word cards with a small number of selections at positions far from the center of the matrix board in the corresponding quadrant.

  The matrix board on which the “world view words” extracted by the word card are placed, that is, the words, colors, and visuals placed on the matrix board depict the world view of the brand as a whole (unified impression). It becomes information to build an impression to form a “one brand image” in the mind of the viewer.

In addition, by comparing the first matrix board for the current brand impression and the second matrix board for the brand impression that you want to be in the future, and reading the changes (such as movement tendency on the matrix), for example, analyze the following elements: It can be extracted and used as valuable information (materials) useful for building brand styles, communicating, and examining internal issues.
(1) Impression factors (inheritance factors) that are present but need to be inherited in the future,
(2) Although there are some current situations, image factors that should be strengthened in the future (strengthening factors)
(3) Impression factor (additional factor) that is indispensable in the future although it is not found at all
(4) Impression factor (deletion factor) that can be seen in the current situation, but is completely unnecessary in the future

  In addition, the world view of the whole brand drawn by color or visual by the impression management support method of this embodiment can be utilized for VI (Visual Identity) such as a logo or a symbol mark.

  In other words, VIs such as logos and symbol marks have been used in common at each brand contact point, and they are trying to convey to people who see the value and impression of the brand at each brand contact point. Incorporating colors or visuals drawn by the impression management support method as elements, or creating VIs that incorporate the colors of the drawn brand's overall world view, more comprehensively reflect the brand's overall world view and comprehensive Through a controlled VI, it is possible to give a “one brand image” to the viewer's heart. For example, the color (color palette) and shape (visual = photograph) of the world view of the brand as a whole, depicted through corporate impressions and corporate brand impressions that cannot be expressed with only VI elements such as logos and symbol marks. Etc.), or by clarifying these as usage standards, it is possible to depict the brandness of the company or business.

  In addition, the impression management support method according to the present embodiment can achieve consensus on the value and impression of the brand of the company or business between the departments by involving the relevant departments in one company. The world view of the brand across the contact points) can be shared.

  In addition, it is possible to depict a global view of each brand as a whole within a company by department and by age group. Furthermore, by applying an impression management support method for competitors, the world view of the competitor's brand as a whole can be obtained. Can be used for brand strategies such as product development, advertising, promotion, and store development by comparing them with each other and sharing a consistent brand world view at each of these brand contacts can do.

<Impression management support system>
FIG. 7 is a schematic configuration diagram of an impression management support system according to the present embodiment. The impression management support system 100 of this embodiment is a computer system, and includes an impression management support server 110 and a DB server 120. In addition, an administrator terminal 200 operated by the administrator is connected.

  Here, the manager includes an implementer that performs impression management for a company brand or a business brand using the impression management support system 100 of the present embodiment or a provider that provides impression management. A person who creates / edits user information, impression management questionnaires, and the like.

  In this embodiment, an impression management support system 100 owned by a provider (for example, a brand consulting company) that provides impression management is connected from a terminal device 200 of a company that is a subject through a network N such as the Internet, and the An aspect of performing impression management in a questionnaire format with a plurality of employees in each department as subjects will be described.

  The impression management support server 110 transmits a web page to the terminal 200 connected through the network N, conducts an impression management questionnaire through the web page, collects a survey result obtained from the impression management questionnaire, and gives an impression of the brand. Comprehensively depicted impression management support information (word-4 quadrant matrix, color-4 quadrant matrix, visual-4 quadrant matrix) is generated.

  FIG. 8 is a configuration block diagram of the impression management support system 100. The impression management support server 110 includes a communication control unit 111, a display control unit 112, an authentication processing unit 113, user (subject) information, registration of a word card, editing / registration of a pair of words, and a plurality of pairs via a web page. Setting management unit 114 that performs setting management processing such as creation / editing of questionnaire information using a word card of the user, data processing unit 115 that collects responses of subjects to impression management questionnaires and stores them in the DB server 120, selected by the subject A conversion processing unit 116 that converts the selected word selection result into color or visual, and a matrix generation unit 117 that generates a four-quadrant matrix (impression management support information) in which the word selection results are arranged.

  The communication control unit 111 performs communication control including connection processing with the terminal device 200 through the network N. The display control unit 112 transmits each Web page data to the terminal device 200, and performs screen display control of the Web page displayed on the terminal device 200 and screen display control for operation input on the terminal device 200. The authentication processing unit 113 performs authentication processing of subjects (users) participating in the impression management questionnaire. In the present embodiment, an authentication process using a user ID and password assigned in advance to each subject is performed.

  The setting management unit 114 registers user (subject) information, word card registration, paired word editing / registration, and impression management questionnaire creation / editing using a plurality of pairs of word cards via a predetermined web page. Perform the setting management process.

  FIG. 10A is a diagram illustrating an example of user information stored in the DB server 120. A user name, a user ID, a password, and a company ID (company identification ID) input from a user information management page (not shown). , Company name, department ID, department name, etc.

  FIG. 12 is a registration list page of word cards used in an impression management questionnaire. In this embodiment, word card data constituting problem (question) information of an impression management questionnaire is registered. As shown in FIG. 11A, the word card data includes a title (word), a category (attribute) corresponding to each quadrant of the quadrant matrix, image 1 (word image), image 2 (color information image), image 3 (visual image) is included. Note that the word and color information associated with the word card can be stored as text data or color information as color code information, in addition to being stored as image data. The administrator can register / edit a plurality of word cards through a word card registration screen (not shown), and the setting management unit 114 performs word card registration / edit processing based on operation input to the word card registration screen. Carry out.

  FIG. 11B is a diagram illustrating an example of color information, which includes color data of color 1, color 2, and color 3, and is associated with color information image data composed of color 1 to color 3. Includes the word ID of the word card. As described above, this color information is the same as the “word” used in the word card. This question is based on statistical data based on a preliminary questionnaire survey that asks the user to select the color to which the image is linked from the prepared color palette. FIG. 11C is a diagram illustrating an example of classification information of each quadrant of the 4-quadrant matrix.

  FIG. 13 is a diagram showing an example of a problem list editing screen for registering a problem list for impression management questionnaire. The administrator can register and register a plurality of problem lists according to the purpose of executing the impression management questionnaire. The problem list is stored in the DB server 120 after being classified according to its purpose (questionnaire ID).

  As described above, the impression management support method of the present embodiment performs impression management questionnaires for each of “(current) brand's current state” and “(future) brand's desired shape (should be)”. Since the impression management support information according to the purpose can be generated, the manager registers the problem list for each purpose of performing the impression management questionnaire. FIG. 10B is an example of impression management questionnaire information. A questionnaire ID, a questionnaire name (purpose), a company ID, and a problem list ID are stored in the DB server 120.

  FIG. 14 is a diagram showing an example of a question (question) information registration / edit page of a registered question list. The administrator selects a registered questionnaire name from the question registration list page shown in FIG. A pair of word cards is selected, and the selected pair of words is registered as a question. In other words, a problem list composed of a plurality of questions can be created, and for example, a problem list with a maximum of 41 pairs of words composed of 82 words as questions can be registered for each questionnaire ID. As described above, selection of a word and a combination of a pair of words can be performed based on a predetermined standard or the like.

  The questions registered through the problem information registration / editing page are stored in the DB server 120 for each problem list ID. FIG. 10C shows an example of problem combination information, which includes a problem name (questionnaire name), a combination ID, a word ID, and the like for each problem list ID. The question can include “not applicable”. The combination ID is identification information for classifying each word of a pair of words for each question, and is associated with each word ID of the pair of words.

  FIG. 15 is a diagram showing an example of a totaling page that summarizes the results of impression management questionnaire responses, and totals the number of selections of each word card selected by the subject for each question and the number of selections not applicable for each question list. And stored in the DB server 120 as aggregate information. In the present embodiment, a pair of words registered later is provided as a question to the subject's terminal device 200, and the data processing unit 115 of the answer results answered by the subject via the terminal device 200 is tabulated and tabulated in the DB server 120. Although stored as information, for example, an impression management questionnaire response result is input through an input unit (data input unit) (not shown) of the impression management support server 110, and the data processing unit 115 is configured to perform a counting process. Is also possible.

  Further, in the impression management support system 100 (data processing unit 105) of the present embodiment, a process for calculating a coefficient for a word with a large number of selections from the number of selections of a pair of word cards for each question and the total number of answers to the question. Carry out. When there are a plurality of subjects, a plurality of word selection results are obtained for each question. In this embodiment, one word having a large number of selections is extracted in the question, and the selected number of extracted words is the total number in the question. The selection ratio divided by the number of responses is calculated as a coefficient.

  In the example of FIG. 15, the coefficient of question 1 (question name Q1) is calculated as 60% because the number of selections is 12 for the “cool” word with respect to the total number of answers 20, and the number of selections is 12. . Then, the matrix generation unit 117 generates a color matrix (including a word matrix and a visual matrix) in which a word having a larger selection number is arranged on a 4-quadrant matrix for each question. At this time, it can be arranged in each quadrant in descending order of the coefficient, for example, in the first quadrant from the lower right to the upper left of the first quadrant so as to approach the center of the two axes in order from the position near the center of the two axes (matrix). They are arranged in order (from the center of the board to the outside) (see FIG. 5).

  It is also possible to generate a color matrix or the like in which only the word with the smaller number of selections in a pair of word selections is arranged on a 4-quadrant matrix. That is, the matrix generation unit 117 can extract a word having a lower coefficient in each question, and generate a word matrix, a color matrix, and a visual matrix in which words having a small selection number are arranged in a four-quadrant matrix in all questions. it can. In this pair of word selection, a matrix in which only the word with the smaller number of selections is arranged on a four-quadrant matrix can be regarded as a set of elements that are difficult to draw in the current brand world view. By contrasting with the world view (such as a color matrix in which words having a large number of selections are arranged in a four-quadrant matrix), it can be used for comprehensive impression management of a company brand or a business brand.

  FIG. 9 is a flowchart showing process transition of the impression management support system 100 according to the present embodiment. First, the administrator of the impression management support system 100 accesses the impression management system 100 from the administrator's terminal device, registers the user information of the subject, registers / edits the word card data, registers / edits the impression management questionnaire, A problem list for each impression management questionnaire is created and edited, and an impression management questionnaire is prepared in advance (steps S101 and S102).

  These impression management questionnaires can be prepared in advance by using the function provided by the setting management unit 114. The setting management unit 114 displays various pages on the administrator terminal and examines in response to an input operation by the administrator. User information registration processing, word card data registration / edit processing, impression management questionnaire registration / edit processing, and problem list creation / edit processing for each impression management questionnaire.

  The user information of the subject can include the company name and department name as classification information, and the total information of impression management questionnaires can be totaled for each department, for example. For this reason, the impression management support system 100 of this embodiment can also provide impression management support information for a specific group of subjects in addition to the impression management support information of a plurality of subjects as a whole. . In this case, the brand world view recalled by the entire company and the brand world view recalled by the specific department can be compared, for example, the characteristics and trends of the brand world view recalled by the specific department can be known.

  The subject may be one person. That is, in addition to impression management for the entire company or each department, for example, each employee can be used as a tool for confirming the world view of his / her own brand.

  When the subject connects from the terminal device 200 to the impression management support server 110 through the network N (step S1), the display control unit 112 transmits a user login screen to the terminal device 200, and the subject is assigned in advance. The entered user ID and password are entered on the user login screen (step S3). The authentication processing unit 113 performs an authentication process with reference to the user information stored in the DB server 120 using the user ID and password input on the user login screen (step S5).

  As a result of the authentication process, if the authentication is OK, the display control unit 112 refers to the impression management questionnaire information of the DB server 120 and sets two words from the DB server 120 according to the combination ID of the word card data associated with the problem list ID. The card is extracted, a question screen (a pair of word selection screens) including a pair of word cards and “not applicable” as the selection items shown in FIG. 3A is generated and transmitted to the terminal device 200 (step S7). ).

  The subject selects and answers one word that he / she thinks intuitively recalls the company brand or business brand from the pair of word selection screens displayed on the display unit of the terminal device 200, and from these pairs of words If it is determined that it cannot be recalled intuitively, an answer indicating “not applicable” is made (step S9).

  The data processing unit 115 collects the word selection results (including the selection results that are not applicable) selected via the pair of word selection screens and stores them in the DB server 120 as aggregate information (step S). When the subject responds on the pair of word selection screens, the display control unit 112 displays a pair of word selection screens including the next pair of word card data associated with the question list ID and a selection item “not applicable”. It is generated and transmitted to the terminal device 200.

  The subject answers all the questions associated with the question list ID of the impression management questionnaire through a pair of word selection screens, and the word processing results are tabulated by the data processing unit 115. At this time, when there are a plurality of subjects, the data processing unit 115 extracts one word having a large number of selections for each question, and divides the selected number of extracted words by the total number of answers in the question. The selection ratio is calculated as a coefficient. The calculated coefficient is stored in the DB server 120 as total information. In addition, the data processing unit 115 can also perform aggregation processing after the subject-specific word selection results are stored in the DB server 120, and the data processing unit 115 sets the problem list ID and problem list ID for each subject user ID. It is also possible to store the combination ID of the word card data to be associated and the selected word ID in the DB server 120.

  The matrix generation unit 117 uses a word selection result (aggregation information) stored in the DB server 120 at an arbitrary time when the impression management questionnaire for the subject is terminated, for example, after the aggregation processing of the data processing unit 115 is terminated. A word matrix is generated, and a color matrix and a visual matrix are generated using the word selection result converted into the color information via the conversion processing unit 116, and the generated matrix is used as impression management support information in the DB server 120. Store (steps S13 to S21).

  Specifically, the conversion processing unit 116 refers to the aggregate information of the DB server 120, extracts word selection results for each questionnaire ID (question list ID), and converts them into color information based on statistical data. Is performed (step S13). As described above, the statistical data is statistical data obtained by collecting the colors recalled by the preliminary questionnaire for the “words” linked to the word card data, and corresponds to the “words” in the word card information of the DB server 120. Color information based on statistical data is stored.

  The matrix generation unit 117 includes a color associated with a word in each quadrant of a four-quadrant matrix (a matrix including four quadrants classified according to a color circle associated with each word based on color statistics data). Based on the relationship between the information and the hue circle (attribute of each quadrant linked to the color information), the color information corresponding to the word selection result is classified, and the color corresponding to each word of the classified word selection result A color matrix in which information is arranged in each quadrant of the four quadrant matrix is generated (step S15). At this time, the matrix generation unit 117 refers to the coefficients of the word selection results classified into each quadrant, and arranges a plurality of word selection results (corresponding colors) in order from a predetermined position in each quadrant in descending order of the coefficients. To do.

  The matrix generation unit 117 generates the color matrix of the corporate brand or business brand that comprehensively depicts the impression of the brand as a whole from the relationship between the relationship between the color circles between the four quadrants and the arranged color information. It is stored in the DB server 120 as impression management support information (step S21), and when there is an output request from the terminal device 200 of the subject (step S23), a color matrix is transmitted as impression management support information through a predetermined screen. (Output) (step S25).

  Similarly, the matrix generation 117 generates a visual matrix. The conversion processing unit 116 refers to the aggregation information of the DB server 120, extracts word selection results for each questionnaire ID (question list ID), and converts them into visuals (image data) selected in advance based on color information of statistical data. A color-visual conversion process is performed (step S17).

  The matrix generation unit 117 responds to the word selection result based on the relationship between the color information associated with the word and the color wheel (attribute of each quadrant associated with the color information) in each quadrant of the 4-quadrant matrix. The color information is classified, and a visual matrix is generated in which visuals corresponding to each word of the classified word selection result are arranged in each quadrant of the quadrant matrix (step S15). At this time, the matrix generation unit 117 similarly refers to the coefficients of the word selection results classified into the respective quadrants, and arranges them sequentially from a predetermined position in each quadrant in descending order of the coefficients (a corresponding visual). Array.

  The matrix generation unit 117 displays the generated visual matrix of a corporate brand or business brand that comprehensively visualizes the impression of the entire brand from the relationship between the relationship between the color circles between the four quadrants and the arranged color information. It is stored in the DB server 120 as impression management support information (step S21), and when there is an output request from the terminal device 200 of the subject (step S23), a visual matrix is transmitted as impression management support information through a predetermined screen. (Output) (step S25).

  The data output process for providing impression management support information in response to an output request from the subject can be performed by the display control unit 112, and is also configured to be performed by a data output unit (not shown). be able to.

  As described above, the impression management support system of the present invention has been described according to a preferred embodiment. However, the terminal device 200 described above is a mobile communication device such as a mobile phone or a PDA (Personal Digital Assistant) having a call function and a communication function. A terminal device is included, and a display control function (for example, a browser) for displaying each screen (page data) provided by the impression management support system of the present invention can be provided. The network N is, for example, the Internet, and is a wireless communication network / wired communication network, a dedicated line network, or a mobile communication network.

  In addition to the above-described server device and terminal device, the hardware configuration includes operation input means such as a CPU that controls the entire device (each unit), a memory (main storage device), a mouse, a keyboard, a touch panel, and a scanner. , An output unit such as a printer and a speaker, an auxiliary storage device (such as a hard disk), and the like.

  In addition, the impression management support system of the present invention can be realized as one or a plurality of different server devices or the like, and can be configured as a system connected via a network or the like, and is distributed to each processing unit and storage unit. It is also possible to have a system configuration. Further, the DB server 120 can be configured with a plurality of storage devices (a plurality of DB servers) without being configured with one storage device.

  The impression management support system of the present invention can be realized by an information processing apparatus such as a single computer. That is, it can also be realized as an impression management support apparatus configured as one information processing apparatus including a control unit as the impression management support server 110 and a storage unit as the DB server 120.

  The impression management support method of the present invention (each process of the impression management support method) can also be realized as a program executable by a computer, and the computer on which the program is installed performs the process of the present invention. It is possible to operate as an information processing apparatus. For example, the program is stored in an auxiliary storage device (not shown), and a control unit such as a CPU reads the program stored in the auxiliary storage device to the main storage device, and the control unit reads the program read to the main storage device. And execute the processing of each unit of the present invention in the computer.

  The program can be provided to a computer in a state where the program is recorded on a computer-readable recording medium. Computer-readable recording media include optical disks such as CD-ROM, phase change optical disks such as DVD-ROM, magneto-optical disks such as MO (Magnet Optical) and MD (Mini Disk), floppy (registered trademark) disks, Examples include magnetic disks such as removable hard disks, memory cards such as compact flash (registered trademark), smart media, SD memory cards, and memory sticks. A hardware device such as an integrated circuit (IC chip or the like) specially designed and configured for the purpose of the present invention is also included as a recording medium.

  Although the present invention has been described according to a preferred embodiment, it can be variously modified in light of the technology in the technical field without departing from the gist of the present invention. Therefore, the technical scope of the present invention should not be limited to the above-described embodiment, but should be determined based on the description of the claims and equivalents thereof.

100 impression management support system 110 impression management support server 111 communication control unit 112 display control unit 113 authentication processing unit 114 setting management unit 115 data processing unit 116 conversion processing unit 117 matrix generation unit 120 DB server 121 user information 122 impression management questionnaire information 123 Total information 124 Word card information 125 Image information (visual)
126 Impression management support information 200 Terminal (terminal device)
N network

Claims (7)

From the survey results of the impression of the subject on the brand, the impression management support method that comprehensively depicts the impression of the brand, the step executed by the computer,
Among the pair of words pre-selected as words that are easy to be intuitively viewed by the subject with respect to the brand that are presented to the subject, while the subject replied that it is associated with the impression of the brand Collecting the words as word selection results;
Converting each word of the word selection result into color data using color information generated based on color statistical information associated with the word; and
Corresponding to the word selection result according to the relation of the hue circle to each quadrant on the matrix including four quadrants classified according to the hue circle of each color associated with the word based on the statistical information of the color Classifying the color data, generating color matrix information in which the classified color data is arranged in each quadrant of the matrix;
Outputting the generated color matrix information as impression management support information;
Impression management support method characterized by including. The step of collecting as the word selection result includes:
Collecting the word selection results for a purpose of comprehensively depicting a preset impression of the brand,
The step of generating the color matrix information generates a plurality of color matrix information for each purpose corresponding to each word of the word selection result,
The impression management support method according to claim 1, wherein the step of outputting as the impression management support information outputs each color matrix information as impression management support information for each purpose.   A program for causing a computer to execute each step of the impression management support method according to claim 1 or 2. An impression management support system that comprehensively draws the impression of the brand from a survey result of the impression of the subject on the brand,
Among the pair of words pre-selected as words that are easy to be intuitively viewed by the subject with respect to the brand that are presented to the subject, while the subject replied that it is associated with the impression of the brand A data processing unit that collects the words as word selection results;
A conversion processing unit that converts each word of the word selection result into color data using color information generated based on color statistical information associated with the word;
Corresponding to the word selection result according to the relation of the hue circle to each quadrant on the matrix including four quadrants classified according to the hue circle of each color associated with the word based on the statistical information of the color A matrix generation unit that classifies the color data and generates color matrix information in which the color data subjected to the classification process is arranged in each quadrant of the matrix;
A data output unit for outputting the generated color matrix information as impression management support information;
Impression management support system characterized by including A first storage unit that stores word data corresponding to a plurality of words selected in advance as words that are easy to be intuitively viewed by the subject with respect to the brand;
A setting management unit that generates impression management questionnaire information that causes the subject to select the pair of words in a questionnaire format; and
The data processing unit collects word selection results on a pair of word selection screens with the pair of words as questions selected through the subject's terminal device, and uses the word selection results as answer results of the subject. The impression management support system according to claim 4, wherein the impression management support system is stored in a second storage unit. The setting management unit
Two words selected from the plurality of word data through an administrator terminal are generated as question information for the impression management questionnaire, and the question information is set in correspondence with the purpose of comprehensively depicting the brand impression. 6. The impression management support system according to claim 5, wherein a plurality of said impression management questionnaire information is generated. From the survey results of the impression of the subject on the brand, an impression management support server that performs a process of drawing the impression of the brand,
Among the pair of words pre-selected as words that are easy to be intuitively viewed by the subject with respect to the brand that are presented to the subject, while the subject replied that it is associated with the impression of the brand A data processing unit that collects the words as word selection results;
A conversion processing unit that converts each word of the word selection result into color data using color information generated based on color statistical information associated with the word;
Corresponding to the word selection result according to the relation of the hue circle to each quadrant on the matrix including four quadrants classified according to the hue circle of each color associated with the word based on the statistical information of the color A matrix generation unit that classifies the color data and generates color matrix information in which the color data subjected to the classification process is arranged in each quadrant of the matrix;
A data output unit for outputting the generated color matrix information as impression management support information;
An impression management support server characterized by including: