JP2017204133A - Estimation device, estimation method, and program - Google Patents

Abstract

PROBLEM TO BE SOLVED: To provide an estimation device that estimates if a content corresponds to a psychographic attribute indicating a user's inner characteristics.SOLUTION: A signage server 13 that is an estimation device in a system 10 comprises: a content control part 133 that presents a first content corresponding to a specific psychographic attribute and a second content; and an estimation part 134 that estimates that a user reacting to the presented first content belongs to the specific psychographic attribute, and when the user estimated to belong to the specific psychographic attribute reacts to the second content, estimates that the second content corresponds to the specific psychographic attribute.SELECTED DRAWING: Figure 1

Description

  The present invention relates to an estimation apparatus, an estimation method, and a program for estimating whether content corresponds to a user attribute.

  In a place where a large number of people gather, such as airports, train stations, commercial facilities, etc., for the purpose of guidance and advertisement to the user, the content for guidance and advertisement to the user is presented using a projector or a display device. Digital signage is popular. In order to enhance the effect (for example, advertisement effect) of content presentation by digital signage, it is important to present content corresponding to the attribute of the user viewing the content.

  The user attributes include demographic attributes indicating appearance characteristics such as age and sex, and psychographic attributes indicating internal characteristics such as ethnicity, nationality, language used, and preferences.

  As a technique for estimating user attributes, Non-Patent Document 1 shoots a user who exists in an advertisement-visible area, and estimates attributes (demographic attributes) such as the user's sex and age from the captured image. Techniques to do this are disclosed.

  Patent Document 1 discloses a technique for estimating a user attribute (psychographic attribute) by analyzing contents such as a diary or a profile posted by a user to an SNS (Social Networking Service).

JP 2013-218579 A

Hiroyuki Arai, Naomi Ito, Kaori Kataoka, Yukinobu Taniguchi, “Advertising Effect Measurement Technology Using Image Processing”, NTT Technical Journal, January 2013, p.61-64, [online], [March 4, 2016 Search], Internet <URL: http://www.ntt.co.jp/journal/1301/files/jn201301061.pdf>

  In digital signage, it is important to present not only the demographic attribute of the user but also the content corresponding to the psychographic attribute of the user in order to increase the effect of presenting the content (for example, the advertising effect).

  In the technique disclosed in Non-Patent Document 1, a user's demographic attribute is estimated by detecting a user's face included in a captured image, estimating a detected face direction, and the like, and the content is determined based on the estimation result. It is estimated whether it corresponds to the demographic attribute (acts on users belonging to the demographic attribute). However, in the technique disclosed in Non-Patent Document 1, it is impossible to estimate a psychographic attribute indicating the internal characteristics of the user, and it is estimated whether the content corresponds to the psychographic attribute of the user. It is not possible.

  In the technique disclosed in Patent Document 1, it is necessary to analyze information about the user such as a diary or a profile posted by the user on the SNS. If there is no such information, the psychographic attribute of the user is estimated. I can't do it. In particular, since digital signage targets a large number of unspecified users, it is difficult to analyze information about the users in advance, and the content disclosed in the patent document 1 is a psychographic of the user. It is difficult to estimate whether it corresponds to an attribute.

  An object of the present invention made in view of the above problems is to provide an estimation device, an estimation method, and a program capable of estimating whether a content corresponds to a psychographic attribute of a user. .

  In order to solve the above-described problem, an estimation apparatus according to the present invention is an estimation apparatus that estimates whether content corresponds to a psychographic attribute indicating an internal feature of a user, and has a specific psychographic attribute. A content control unit that presents the first content corresponding to the second content, and a user who reacts to the presented first content to belong to the specific psychographic attribute, When the user who is estimated to belong to a specific psychographic attribute reacts to the presented second content, the estimation unit estimates that the second content corresponds to the specific psychographic attribute And comprising.

  In order to solve the above problem, an estimation method according to the present invention is an estimation method by an estimation device that estimates whether content corresponds to a psychographic attribute indicating an internal feature of a user, The content control unit presents the first content corresponding to the specific psychographic attribute and the second content, and the estimation unit indicates the user who has reacted to the presented first content. When a user who is estimated to belong to a specific psychographic attribute and who is estimated to belong to the specific psychographic attribute reacts to the presented second content, the second content is the specific psychographic Presuming that it corresponds to an attribute.

  In order to solve the above-described problem, a program according to the present invention stores a specific psychology in a computer in an estimation device that estimates whether content corresponds to a psychographic attribute indicating an internal feature of a user. A process of presenting a first content corresponding to a graphic attribute and a second content, a user who reacts to the presented first content is estimated to belong to the specific psychographic attribute, and A process of estimating that the second content corresponds to the specific psychographic attribute when a user who has been estimated to belong to the specific psychographic attribute reacts to the presented second content; , Execute.

  According to the estimation apparatus, the estimation method, and the program according to the present invention, it is possible to estimate whether the content corresponds to the psychographic attribute of the user.

It is a figure which shows the principal part structure of the estimation system which concerns on one Embodiment of this invention. It is a figure which shows an example of a structure of the content data which the content data storage part shown in FIG. 1 memorize | stores. It is a flowchart which shows an example of operation | movement of the estimation apparatus shown in FIG. It is a figure which shows an example of a structure of the attribute estimation data which the estimation part shown in FIG. 1 manages.

  Hereinafter, embodiments for carrying out the present invention will be described with reference to the drawings. It should be noted that the present invention is not limited to the following embodiments, and various modifications can be made without departing from the spirit of the present invention.

  FIG. 1 is a diagram showing a main configuration of an estimation system 10 according to an embodiment of the present invention. The estimation system 10 according to the present embodiment uses a projector, a display device, or the like to present a content for guidance to the user, an advertisement, or the like to the user, and the content indicates a psychographic attribute indicating an internal feature of the user. It is estimated whether it corresponds to.

  The estimation system 10 shown in FIG. 1 includes a plurality of signage presentation units 11 (11-1, 11-2,..., 11-n) and a plurality of reaction observation units 12 (12-1, 12-2,. .., 12-n) and a signage server 13 (estimation device).

  Signage presentation units 11-1, 11-2,... 11-n are installed in an area (for example, a facility) where digital signage guidance, advertisements, and the like are provided. The signage presentation unit 11 presents content for guidance, advertisement, etc. to the user according to the control of the signage server 13. Specific examples of the signage presentation unit 11 include a display device that displays content on a display surface and a projector that projects content on a projection surface. The content format is not limited to a specific format. The content includes not only jpg and gif format images and still images, but also mp4 format moving images, HTML format content, JavaScript (registered trademark) and libraries (such as canvas in HTML5). Various formats are included.

  The reaction observation units 12-1, 12-2,..., 12-n are provided corresponding to the signage presentation units 11-1, 11-2,. The reaction observing unit 12 is a camera or the like that captures an area where the content presented by the corresponding signage presenting unit 11 can be viewed, and outputs the captured image to the signage server 13.

  The signage presentation unit 11 and the reaction observation unit 12 do not need to correspond one-to-one. For example, when the visible area of the content presented by the signage presenting unit 11 is narrow and the plurality of signage presenting units 11 are arranged at a short distance, the plurality of signage is displayed by one reaction observation unit 12. An area where the content presented by the presentation unit 11 is visible may be photographed. In addition, when the visible area of the content presented by one signage presenting unit 11 is wide, the visible area of the content presented by the one signage presenting unit 11 is photographed by a plurality of reaction observing units 12. Also good.

  The signage server 13 causes the signage presentation unit 11 to present content. Further, the signage server 13 detects a user reaction from a captured image of the reaction observation unit 12 corresponding to the signage presentation unit 11 that presents the content, estimates an attribute (psychographic attribute) of the user who views the content, and Estimate whether the content corresponds to the user's psychographic attributes. As a user's reaction detected from the captured image of the reaction observation unit 12, for example, there is a reaction of whether or not the user actually took off the shoes with respect to the content that prompts the user to take off the shoes.

  The detection of the reaction of the user who sees the content is not limited to the detection by the captured image of the reaction observation unit 12. For example, when detecting a user's movement, it is also possible to detect from the communication log of the communication apparatus (for example, smart phone etc.) and the communication equipment in a facility which a user carries. For example, when the unique address of the communication device owned by the user is detected by the second communication facility from the first communication facility, the user receives the second communication from the vicinity of the first communication facility. It can be estimated that it has moved to the vicinity of the equipment. For example, a communication facility that covers an area where the content presented by a signage presentation unit 11 can be visually recognized is a first communication facility, and a communication facility that covers a guided area is a second communication facility. As a result of the user reacting to the sign, it can be estimated that the user has moved from the vicinity of the first communication facility to the vicinity of the second communication facility.

  Next, the configuration of the signage server 13 will be described. In addition, since the structure of the signage presentation part 11 and the reaction observation part 12 is well known to those skilled in the art, and since it is not directly related to this invention, description is abbreviate | omitted.

  The signage server 13 illustrated in FIG. 1 includes a content data storage unit 131, a communication unit 132, a content control unit 133, and an estimation unit 134.

  The content data storage unit 131 stores content and attributes (for example, psychographic attributes) corresponding to the content as content data.

  FIG. 2 is a diagram illustrating an example of the configuration of content data.

  As shown in FIG. 2, for each content ID (content ID), the content data storage unit 131 includes an attribute ID indicating an attribute corresponding to the content, and when the user who viewed the content reacts to the content, The estimation accuracy (probability) that the user belongs to the attribute corresponding to the content is stored.

  Referring back to FIG. 1, the communication unit 132 communicates with the signage presentation units 11-1, 11-2,... 11 -n, and transmits content to be presented to each signage presentation unit 11, for example. In addition, the communication unit 132 communicates with the reaction observation units 12-1, 12-2,..., 12-n, and receives a captured image from each reaction observation unit 12, for example.

  The content control unit 133 controls the presentation of content by the signage presentation unit 11. For example, the content control unit 133 is known to correspond to a specific psychographic attribute stored in the content data storage unit 131 when estimating whether a certain content corresponds to a specific psychographic attribute. The content is presented to the signage presentation unit 11. In addition, the content control unit 133 causes the signage presenting unit 11 to present content to be estimated for the corresponding attribute (hereinafter referred to as content to be estimated).

  When estimating whether the estimation target content corresponds to a specific psychographic attribute, the estimation unit 134 corresponds to the signage presentation unit 11 that presents a content that is known to correspond to the specific psychographic attribute. A captured image is acquired from the reaction observation unit 12. And the estimation part 134 estimates whether a user belongs to the specific psychographic attribute from the user's reaction in the picked-up image. Moreover, the estimation part 134 acquires a picked-up image from the reaction observation part 12 corresponding to the signage presentation part 11 which presents the content to be estimated. Then, the estimation unit 134 estimates whether the content to be estimated corresponds to the specific psychographic attribute from the reaction of the user estimated to belong to the specific psychographic attribute in the acquired captured image.

  Next, the operation of the signage server 13 according to the present embodiment will be described.

  FIG. 3 is a flowchart showing an example of an operation at the time of estimating whether the content to be estimated corresponds to a specific psychographic attribute.

  First, the content control unit 133 causes the signage presenting unit 11 to present content (first content) corresponding to a specific psychographic attribute (step S11). As such content, for example, in Chinese, a user who belongs to a specific psychographic attribute (a user who uses Chinese as a language) such as a content indicating a guidance such as “the north exit is over there” is worked. Content known to be used.

  The estimation unit 134 acquires a captured image from the reaction observation unit 12 corresponding to the signage presentation unit 11 that presents content. And the estimation part 134 determines whether the user who exists in the area which can visually recognize a content to the signage presentation part 11 responded with respect to the shown content from the acquired picked-up image (step S12). .

  As a user's reaction to the content, the user has seen the content for a predetermined time or more, and the user has acted according to the behavior guidance indicated in the content. Such a user's reaction can be detected by performing an appearance observation of the user by image analysis of the captured image of the reaction observation unit 12. Whether or not the user has viewed the content can be detected using any gaze detection technique. Further, whether or not the user has acted along the behavior guidance indicated in the content can be detected by using any behavior detection technology (for example, the technology using the communication log described above). The line-of-sight detection technique and the action detection technique as described above are well known to those skilled in the art and are not directly related to the present invention, and thus the description thereof is omitted.

  When it is determined that the user does not react to the presented content (step S12: No), the estimation unit 134 estimates that there is no user belonging to the attribute corresponding to the presented content. In this case, for example, the process returns to step S11, and content corresponding to another attribute is presented. Note that the operation when there is no user corresponding to the presented content is not limited to this, and the signage server 13 may end the process, for example.

  When it is determined that the user has reacted to the presented content (step S12: Yes), the estimating unit 134 determines that the user who has reacted to the content belongs to an attribute (psychographic attribute) corresponding to the content. presume. The estimation unit 134 obtains the result of user attribute estimation as the accuracy of estimation of belonging to the attribute. FIG. 4 is a diagram illustrating an example of a configuration of attribute estimation data indicating a result of user attribute estimation managed by the estimation unit 134.

  As illustrated in FIG. 4, for each user ID, the estimation unit 134 manages, as attribute estimation data, an attribute ID indicating an attribute to which the user belongs and an estimation accuracy that the attribute belongs to the attribute.

  Referring back to FIG. 3, when the estimation unit 134 determines that the user has reacted to the content corresponding to the specific psychographic attribute, the estimation unit 134 assigns a user ID to the user, and the user belongs to the specific psychographic attribute. Estimation accuracy is given (step S13). The estimation accuracy is given based on the content data output from the content control unit 133, for example. The estimation unit 134 is included in the captured image of the reaction observing unit 12, and gives an estimation accuracy of belonging to an attribute corresponding to the content for each user who has reacted to the content.

  Next, the content control unit 133 causes the signage presentation unit 11 to present the content to be estimated (second content) (step S14).

  The estimation unit 134 acquires a captured image from the reaction observation unit 12 corresponding to the signage presentation unit 11 that presents the content to be estimated. Then, the estimation unit 134 determines whether or not the user estimated to belong to a specific psychographic attribute has reacted to the presented estimation target content from the acquired captured image (step S15).

  When it is determined that the user estimated to belong to the specific psychographic attribute has reacted to the estimation target content (step S15: Yes), the estimation unit 134 determines that the estimation target content is the specific psychographic. It is estimated that it corresponds to the attribute (step S16). Specifically, the estimation unit 134 obtains an attribute corresponding to the estimation target content and an estimation accuracy corresponding to the attribute with respect to the estimation target content.

  When it is determined that the user estimated to belong to the specific psychographic attribute does not react to the estimation target content (step S15: No), the estimation unit 134 determines that the estimation target content is the specific psychographic. It is estimated that the attribute does not correspond (step S17).

  A user who reacts to content corresponding to a specific psychographic attribute is a user who understands the content of the content and recognizes the content as being for himself / herself, that is, a user who belongs to the psychographic attribute corresponding to the content It can be estimated that. When a user who is estimated to belong to a specific psychographic attribute reacts to the content to be estimated, the user is considered to have recognized that the content to be estimated is directed to himself / herself. Therefore, it can be estimated that the content to be estimated also corresponds to a specific psychographic attribute.

  By repeating the above-described processing, the estimation accuracy of the attribute corresponding to the content increases, and when the estimation accuracy increases, the estimation accuracy of the user attribute (psychographic attribute) also increases.

  Note that the estimation unit 134 can increase the estimation accuracy of the user attribute by various methods.

  For example, the estimation unit 134 causes the signage presentation unit 11 to present a plurality of contents having different contents corresponding to the same psychographic attribute, and when the user reacts to each of the plurality of contents, the plurality of contents presented by the user are displayed. The accuracy of estimation of belonging to a psychographic attribute corresponding to the content may be increased. Such a plurality of contents may be presented at the same place (same signage presentation unit 11) or may be presented at different places (different signage presentation units 11).

  In addition, when the user reacts to content corresponding to a specific psychographic attribute and the user determines that the user has reacted to the content (behaved according to the content) as a result of the behavior detection, The accuracy of estimation that a user belongs to a specific psychographic attribute may be increased. Furthermore, the estimation unit 134 performs gaze detection together with behavior detection, and when it is determined that the user has reacted to the content (behaved according to the content) after viewing the content, the user belongs to a specific psychographic attribute. The estimation accuracy may be further increased.

  For example, at an airport, it is estimated that there are more Chinese people at check-in counters for Chinese flights than at check-in counters for flights to other countries. When a user who comes from such an area reacts by seeing content corresponding to Chinese, the nationality of the user is likely to be Chinese.

  Therefore, the estimation unit 134 specifies the user when a user who comes from an area where it is estimated that users belonging to a specific psychographic attribute are concentrated and reacts to content corresponding to the specific psychographic attribute. The accuracy of estimation of belonging to the psychographic attribute may be higher than the accuracy with respect to users coming from other areas.

  Moreover, the estimation part 134 can raise the estimation accuracy of the attribute which a content respond | corresponds with various methods.

  For example, when the estimation target content is presented to each of a plurality of users estimated to belong to a specific psychographic attribute, and each of the plurality of users reacts to the estimation target content, the estimation unit 134 Increase the accuracy of the estimate that the content corresponds to a specific psychographic attribute.

  In addition, when the estimation target content is presented to the user who has been estimated to belong to a specific psychographic attribute at different timings and the user reacts to the estimation target content at each timing, the estimation unit 134 Increase the accuracy of the estimate that the content corresponds to a specific psychographic attribute.

  In the present embodiment, content known to correspond to a specific psychographic attribute is presented, and users belonging to the specific psychographic attribute are estimated from the user's reaction to the presented content. Then, from the reaction of the user estimated to belong to the specific psychographic attribute to the estimation target content, it is estimated whether the estimation target content corresponds to the specific psychographic attribute. However, for example, information related to user attributes may be acquired via a mobile terminal owned by the user. In this case, the psychographic attribute to which the user belongs can be estimated based on the acquired information without presenting content that is known to correspond to a specific psychographic attribute. Therefore, the estimation accuracy of the user belonging to the specific psychographic attribute is improved, and as a result, the estimation accuracy that the content to be estimated corresponds to the specific psychographic attribute can be increased.

  Further, the accuracy of estimation may be changed according to the detection technique used for detecting the user's reaction. For example, when the method using image analysis is more accurate than the method using communication logs, the accuracy to be added to the accuracy of estimation based on image analysis may be increased.

  In addition, as content presented at the time of estimation, it is possible to use content showing advertisements (commercial advertisements, event notifications, etc.) to users, but by using content showing action guidance to users, Highly accurate estimation is possible. When the content indicating the behavior guidance to the user is presented, if the behavior guidance indicated in the content is useful for the user, the user may take action according to the behavior guidance immediately after viewing the content. Many. Therefore, a user who has acted promptly according to the behavior guidance indicated by the content is a user who understands the content of the behavior guidance indicated by the content and recognizes the content as the behavior guidance addressed to himself, that is, corresponds to the content. It can be estimated with high accuracy that the user belongs to the attribute.

  Thus, according to the present embodiment, the signage server 13 obtains the content (first content) corresponding to the specific psychographic attribute and the content (second content) to be estimated for the corresponding psychographic attribute. The content control unit 133 to be presented and a user who has reacted to the content corresponding to the presented specific psychographic attribute are estimated to belong to the specific psychographic attribute, and the user who has been estimated to belong to the specific psychographic attribute is An estimation unit 134 that estimates that the estimation target content corresponds to a specific psychographic attribute when it reacts to the presented estimation target content.

  When the content corresponding to the specific psychographic attribute is presented and the user reacts to the presented content, the user understands the content and recognizes that the content is addressed to himself / herself. That is, it can be estimated that a user who has reacted to the presented content belongs to a specific psychographic attribute corresponding to the content. When a user who is estimated to belong to a specific psychographic attribute reacts to the content to be estimated, the user also understands the content of the content to be estimated and sends the content to himself / herself. It is thought that it was recognized as a thing. That is, it is possible to estimate that the content to be estimated corresponds to the specific psychographic attribute without performing prior analysis of information about the user.

  The method performed in the signage server 13 according to the present invention may be applied to a program for causing a computer to execute. In addition, the program can be stored in a storage medium and can be provided to the outside via a network.

  Although the present invention has been described based on the drawings and embodiments, it should be noted that those skilled in the art can easily make various variations or modifications based on the present disclosure. Therefore, it should be noted that these variations or modifications are included in the scope of the present invention.

DESCRIPTION OF SYMBOLS 10 Estimation system 11 Signage presentation part 12 Reaction observation part 13 Signage server 131 Content data storage part 132 Communication part 133 Content control part 134 Estimation part

Claims (6)

An estimation device for estimating whether content corresponds to a psychographic attribute indicating an internal feature of a user,
A content control unit that presents a first content corresponding to a specific psychographic attribute and a second content;
The user who reacts to the presented first content is estimated to belong to the specific psychographic attribute, and the user who is estimated to belong to the specific psychographic attribute reacts to the presented second content And an estimation unit that estimates that the second content corresponds to the specific psychographic attribute;
An estimation apparatus comprising: The estimation apparatus according to claim 1,
The estimation apparatus is characterized in that the estimation unit obtains an estimation accuracy that the second content corresponds to the specific psychographic attribute. The estimation apparatus according to claim 2,
When the plurality of users estimated to belong to the specific psychographic attribute react to the second content, the estimation unit estimates that the second content corresponds to the specific psychographic attribute An estimation device characterized by increasing the accuracy of the. The estimation apparatus according to claim 2,
The content control unit presents the second content at a different timing to a user who is estimated to belong to the specific psychographic attribute,
The estimation unit is configured such that when a user estimated to belong to the specific psychographic attribute reacts to the second content at each of the different timings, the second content corresponds to the specific psychographic attribute. An estimation device characterized by increasing the accuracy of estimation of being. An estimation method by an estimation device that estimates whether a content corresponds to a psychographic attribute indicating an internal feature of a user,
A step in which the content control unit presents the first content corresponding to the specific psychographic attribute and the second content;
The estimation unit estimates that a user who has reacted to the presented first content belongs to the specific psychographic attribute, and a user who estimates that the estimated second user belongs to the specific psychographic attribute Estimating the second content to correspond to the specific psychographic attribute when responding to the content. A computer in the estimation device that estimates whether the content corresponds to a psychographic attribute indicative of an internal feature of the user,
A process of presenting first content and second content corresponding to a specific psychographic attribute;
The user who reacts to the presented first content is estimated to belong to the specific psychographic attribute, and the user who is estimated to belong to the specific psychographic attribute reacts to the presented second content If so, a program for executing a process of estimating that the second content corresponds to the specific psychographic attribute.

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