JP2020204577A - Method for evaluating object and object evaluation device - Google Patents

Abstract

To provide a method for sufficiently evaluating the sense of usage that a subject has remembered.SOLUTION: The method for evaluating an object includes: a usage step of allowing a subject to use an object; a measurement step of measuring a steady-state visual induction potential of the subject when visual information related to the object is provided; and an evaluation step of evaluating the sense of usage of the subject on the basis of the steady-state visual induction potential.SELECTED DRAWING: Figure 1

Description

The present invention relates to an object evaluation method and an object evaluation device.

As a method for evaluating the usability of an object, there is a method in which a subject is made to use the object, the physical reaction of the subject is measured, and the measured value is used as an evaluation index. For example, in Patent Document 1, based on the electroencephalogram sensitivity spectrum obtained from the electroencephalogram data of the subject measured before and after the application of the cosmetic, the effect of the application of the cosmetic on the psychological state of the subject is obtained. It is stated that the evaluation of.

Japanese Unexamined Patent Publication No. 2000-354588

By the way, when the user purchases a specific object (specific product), the user looks at the object and consciously remembers the experience of using the object in the past. It evokes unconsciously and makes a purchase decision based on the memory of the experience of its usability. Therefore, when the object is used, the user remembers the experience, and the feeling of use of the object that is evoked when the object is viewed again is important in determining the direction of the development and marketing of the object. Can be a factor.

However, as in the method described in Patent Document 1, the reaction of the subject's body is simply measured during or immediately after the use of the object (in the case of cosmetics, during or immediately after application of the cosmetics). Therefore, it is not possible to fully evaluate the experience of the feeling of use memorized by the subject or the feeling of use memorized by the subject.

In view of the above points, it is an object of one aspect of the present invention to provide a method capable of sufficiently evaluating the feeling of use stored in a subject in the evaluation of an object.

In order to solve the above problems, the method of evaluating an object according to one aspect of the present invention includes a use step of causing the subject to use the object and a steady state of the subject when visual information about the object is given. It includes a measurement step of measuring the visual evoked potential and an evaluation step of evaluating the usability of the object based on the steady state visual evoked potential.

According to one embodiment of the present invention, it is possible to provide a method capable of sufficiently evaluating the usability stored in the subject.

It is a flow chart of the method by one embodiment of this invention. It is the schematic of the apparatus by one embodiment of this invention. It is a figure which shows the outline of the experimental procedure of an Example. It is a figure which shows the result of an Example.

<Outline of evaluation method of object>
FIG. 1 shows a flow chart of an object evaluation method in one embodiment of the present invention. As shown in FIG. 1, a use step (S10) for causing the subject to use the object, a measurement step (S20) for measuring the steady state visual evoked potential of the subject when giving visual information about the object, and the like. It includes an evaluation step (S30) for evaluating the usability of the object based on the steady state visual evoked potential.

The "object" evaluated by this embodiment is not particularly limited, but the method according to this embodiment can suitably evaluate daily necessities and the like in which the experience of use is particularly important. The "object" may be a product applied to the body and used, for example, a cosmetic product, a personal care product other than the cosmetic product, or the like. Specific examples of cosmetic products include makeup cosmetics such as foundation, lipstick, teak, eye shadow, eyebrow, eyeliner, and mascara, basic cosmetics such as pigment wash, lotion, milky lotion, cream, and beauty essence, sunscreen products, and shaving. Supplies, fragrances, etc. Specific examples of personal care products include body products such as soaps, hand soaps, body soaps, hand creams and deodorants, hair care products such as shampoos, oral care products such as dentifrices, and nail care products. In addition, "objects" include daily necessities other than the above, such as sanitary goods, absorbent articles such as water absorbing pads, paper products such as tissue paper, wet tissues, and toilet paper, cosmetic tools (sponge, brushes), hair brushes, etc. It may be a toothbrush, a body care tool such as a nail cutter, a beauty tool, or the like. Further, it may be a food product, a beverage product, a luxury item, or the like, or may be a stationery item, daily necessities, furniture, bedding, tableware, kitchen utensils, clothing, or the like.

Further, in the present specification, the “feeling of use” may be a sensation felt by the subject due to the experience of using the object, or an impression received by the subject due to the experience of using the object. For example, it may be one or more of good or bad, pleasant or unpleasant, feeling of effect (effective or not effective for the target effect of the object), and expected effect (likely or not effective). The sense of effect or the sense of expected effect may be a sensation that specifically expresses what is expected of the object as an effect on the applied skin. For example, if the object is a milky lotion, it may have the effects normally expected of a milky lotion, such as plump, moist, soft, and smooth. Further, the "feeling of use" may be the tactile sensation of use if the object is used in contact with the body, and the tactile sensation of application if the object is applied to the body for use. You can. The applied tactile sensation can be said to be the tactile sensation felt by the subject on the surface of the applied body part and / or the surface of the body part used for the application when the object is applied. The feeling of use may be smoothness, freshness, refreshing feeling, familiarity, spread, stickiness, oiliness and the like.

In general, when a user actually purchases a specific object, if he / she has an experience of using the object, he / she unconsciously recalls the memory of the feeling of use of the object. More specifically, when a user who uses a certain object species selects a specific object (specific product) from a plurality of different objects belonging to the object species, the object is used in the past. If there is an experience, the user sees the object (obtains visual information about the object and recognizes the object), and remembers the experience of using the object (the experience of using the object). The memorized experience of use) is called, and the memory of the feeling of use is compared between a plurality of different objects to make a purchase decision. Therefore, evaluating the usability of the object memorized by such a subject, in other words, the usability experienced in the past, can be an important consideration in product development and marketing strategy construction. However, there is a possibility that the subject feels the feeling of use in real time when using the object other than the object, and it is possible that the evaluation alone is sufficient for general selection or purchase of the product. It may not be possible to estimate the psychological state of the time, and it may not be sufficient as an evaluation of the object.

On the other hand, in this embodiment, after the subject is made to use the object, the subject's brain wave is measured not when the object is being used but when visual information about the used object is given. This makes it possible to satisfactorily evaluate the feeling of use memorized by the subject, more specifically, the experience of the memorized feeling of use. Then, by giving the subject visual information about the object to obtain the steady-state visual evoked potential (ssVEP), the electroencephalogram data to be measured is a reaction of the subject in an intuitive and unconscious manner. It is possible to obtain data that reflects the above.

Also, in general, when a subject has a positive and good experience using the object, the value of the object increases, and the subject becomes interested, interested, and focused on the object. .. In this embodiment, by using the steady state visual evoked potential as the measurement data, the subject is the subject in order to measure the reaction of interest / interest and attention to the unconscious object generated by the positive and good experience of the subject. It is possible to satisfactorily evaluate the positive feeling of use felt on an object.

In addition, in this specification, "object type" does not refer to an individual product, but is a category of an object having the same function and used for the same purpose, for example, foundation, lipstick, lotion, emulsion. Refers to something like.

<Overview of object evaluation device>
FIG. 2 shows a schematic view of an object evaluation device 100 capable of carrying out the above-mentioned object evaluation method. The evaluation device 100 includes a data processing device 10, a headset 20, and a display 30. The headset 20 includes electrodes that can be worn on the scalp of subject S. Further, the data processing device 10 can have a functional configuration including an input means 11, an output means 12, a storage means 13, a data acquisition means 14, an analysis means 15, an evaluation means 16, and a control means 17. The visual information in the measurement step (S20) can be added through the display 30, and the steady state visual evoked potential is measured by the electrodes of the headset 20 and the data acquisition means 14 in the data processing device 10. Can be done.

The input means 11 can receive instructions such as addition of visual information, measurement of electroencephalogram (steady state visual evoked potential), and evaluation from a user or the like. The input means 11 can be an input interface such as a touch panel, a keyboard, and a mouse. The input means 11 may be a voice input device such as a microphone that enables the above-mentioned input by voice or the like.

The output means 12 can output the contents input by the input means 11, the contents executed based on the input contents, and the like. For example, the output means 12 can output (display) the processing result of the analysis means 15. The output means 12 may be, for example, a display or a speaker, and may have a printing device such as a printer.

The storage means 13 can store data such as data acquired by the data acquisition means 14, the result analyzed by the analysis means 15, and the evaluation result by the evaluation means 16. Further, the information stored in the storage means 13 may be acquired from an external device via a communication network represented by, for example, the Internet or a LAN (Local Area Network).

The data acquisition means 14 can acquire brain wave (steady state visual evoked potential) data from the electrodes of the headset 20. In addition, the data acquisition means 14 can also acquire the data input from the input means 11, for example, when the subject S is subjected to the subjective evaluation of the object. The data acquired by the data acquisition means 14 is stored in the storage means 13.

The analysis means 15 can analyze the data acquired by the data acquisition means 14. In the analysis means 15, the data of the electroencephalogram signal can be transformed by Fourier transform or the like to obtain the power spectral density, and further, the data (ssVEP value) necessary for the evaluation of the object or the construction of the database can be extracted. Further, the analysis means 15 can also remove noise from the data.

The evaluation means 16 evaluates the usability of the object, more specifically, the usability of the object stored in the subject, based on the data acquired by the data acquisition means 14 and analyzed by the analysis means 15. can do.

The control means 17 can control each of the above-mentioned means of the evaluation device 100.

Each of the above means 10 to 17 can be generated as a program to be executed by a computer, and the evaluation device 100 can be realized by installing the above-mentioned means 10 to 17 on a general-purpose personal computer, a server, or the like. In this embodiment, the evaluation device 100 can be realized by installing the above program in the data processing device 10.

<Use step (S10)>
In the method of evaluating an object according to the present embodiment, first, a use step (S10) is performed in which the subject is made to use the object. The form in which the subject is made to use the object in this use step (S10) is a form in which the object is generally used or a form close to it. For example, when the object to be evaluated is usually used by the subject picking up the object and applying it to the face, in the present use step (S10), the object is picked up by the subject's hand and applied to the face. Let me. Further, it is preferable that the frequency of use, the timing of use, the conditions of use, and the like are general for the test object.

Further, the object may be used once or multiple times in the use step (S10). However, it is preferable that the subject can feel the feeling of use more clearly and / or more strongly by using the plurality of times, because the experience of the feeling of use is easily fixed in the memory. In addition, it is preferable that the multiple use is continuous use, that is, the subject is repeatedly used with the object. In that case, it is preferable that the object is continuously used at the same frequency as or almost the same as the general frequency of use of the object. That is, you can use a particular object first, then use it again at time intervals based on the general frequency of use of that object, and in some cases repeat it. I can go. For example, in the case of an object that is generally used about once a day, it is preferable to use it at intervals of 24 hours every day as much as possible.

Further, regardless of the frequency of use, it is preferable that the object is used for a period of a plurality of days or more. Depending on the object, the subject may have a weak impression or it may be difficult to feel the feeling of use. Alternatively, some subjects have difficulty in feeling the feeling of use and fixing the experience in their memory. Even in such cases, the memory of the feeling of use becomes clearer by using the object for a period of multiple days or more, that is, by allowing the user to sleep between uses. It can be firmly fixed to or strongly, and more stable data can be acquired in the next measurement step (S20). When the object is a daily necessities (generally used daily or almost every day), it is preferable to let the subject continuously use the object for 3 to 7 days in this use step (S10).

<Measurement step (S20)>
In the measurement step (S20), the brain wave is measured by adding visual information about the object used in the above-mentioned use step (S10). Here, the visual information about the object is not particularly limited as long as the subject can recognize that it is the predetermined object used by the subject in the use step (S10). Therefore, the addition of the visual information may be the presentation of an image of an object, that is, a photograph or a picture, or a moving image. In that case, the photograph, picture, or moving image may be black and white or color. Alternatively, the actual object may be presented to the subject.

The visual information may be information reflecting a state in which the object itself is exposed, or information in a state of being housed in a container (container or the like). However, in order to remove the influence of the visual information of the container, for example, visual information showing the state in which the object is contained in the container and visual information showing the state in which the container is emptied are given, and brain wave data are provided, respectively. By measuring and taking the difference, it is possible to acquire the brain wave data caused by the object itself.

In this measurement step (S20), the steady-state visual evoked potential (ssVEP) of the subject is measured as brain wave data. Measurement of steady-state visual evoked potentials is preferred because it is non-invasive and requires little prior training for the subject. Then, the flicker stimulus for generating the steady state visual evoked potential can be visual information about the object. That is, in the measurement step (S20), an image or the like of the above-mentioned object is periodically and repeatedly presented to the subject, and the visual evoked potential is measured during the presentation. In that case, the frequency at which the image is presented is not particularly limited, but may be 3 to 30 Hz, preferably 12 to 18 Hz.

The steady-state visual evoked potential can be measured by arranging the electrodes of the evoked potential measuring device in the visual cortex of the occipital region, for example, O1 and O2 based on the International 10-20 Law.

The measurement step (S20) is performed after the use step (S10). That is, in the measurement step (S20), the object is used, and the physical reaction when the visual information about the object is obtained after a lapse of time from the time of use is measured, and the subject actually measures the object. It does not measure the subject's physical response when using an object. Therefore, according to this embodiment, it is possible to evaluate the usability derived from the memory of the user's experience of use.

<Evaluation step (S30)>
In the evaluation step (S30), the usability of the object is evaluated based on the steady state visual evoked potential measured in the measurement step (S20). For example, steady-state visual evoked potential data (ssVEP value) can be acquired for each of two or more objects belonging to the same object species, and the two can be compared. If the comparison is made within one subject or a predetermined subject group (if the measurement is performed on the same subject or the subject group and the measurement data is compared), it is stored in the individual subject or the subject of the subject group. It is possible to estimate the difference in usability between the above two or more types of objects. This shows the tendency of the subject or the subject group to have a favorable interest or preference for the object, and the subject or the subject group has a favorable interest in the object when using or purchasing the product. You can know its characteristics and selection tendency.

Further, for a specific subject, the ssVEP value acquired for the specific object is compared with the relationship between the ssVEP value obtained in advance and the evaluation value of the usability, so that the stored usability of the object can be obtained. Can be estimated. In the above relationship, a plurality of subjects are made to measure the ssVEP value for at least the specific object in advance, and then each subject is made to subjectively evaluate the feeling of use. Then, the relationship between the ssVEP value and the evaluation value of usability can be stored in the evaluation device as a database. The relationship may be saved as an expression. When evaluating a specific object, how much is the evaluation value of the usability of the specific object that is memorized and evoked by collating the ssVEP value acquired for the specific object with the database? Can be estimated. This makes it possible to estimate the degree of favorable interest and attention of the user who once used the object, and the ease with which the developed object can be reused or repurchased, which can be used in the design and marketing strategy of the object. Can be useful.

(Experimental procedure)
As an evaluation object was prepared two different emulsions M _A and M _B. In addition, subjects with no experience of using emulsions M _A and M _B, and 38 people with normal vision (which may be a vision of the post-correction) (20s). First, divided into two groups of each 19 patients subjects, one group, subject groups S _A to use the emulsions M _A, the other group was the group of subjects S _B to use the emulsions M _B.

FIG. 3 shows the procedure of this embodiment. First, data was acquired without using a milky lotion (data acquisition I). In data acquisition, images were presented to measure steady state visual evoked potential (ssVEP), followed by subjective evaluation by questionnaire.

ssVEP presented the stimulus image on the display at 15 Hz and measured it at the positions of O1 and O2 (left and right occipital region) by the international 10-20 method using an induced potential measuring device (manufactured by BIOSEMI (Amsterdam, The Netherlands)). .. As the presented stimulus image, evaluation object image P _F which milk is accommodated in the container _is, and using only the image (image in a state where the container is empty) P _E container, as shown in FIG. 3 , The ssVEP when each image was presented was measured.

In the subjective evaluation, the emulsion is presented in a state of being taken out of the container before use, and the overall impression, feeling of use, effect, and impression of the skin condition of the emulsion that the subject feels from the appearance, It answered the question of feelings. After use, the same subjective evaluation items were used, and they answered as impressions after use. For each evaluation item, we asked them to answer in five stages: I agree very much (5), I agree (4), I can't say either (3), I don't agree (2), and I don't agree at all (1).

After the first data acquisition (data acquisition I), each subject was allowed to use the emulsion. Specifically, each subject picked up the emulsion and applied it to the face. Subsequently, ssVEP was measured and subjectively evaluated in the same manner as in data acquisition I (data acquisition II).

In addition, each subject was given the emulsion once in the morning and evening at home for 3 days (2nd to 4th days). On the 5th day of the next day, data acquisition was performed again (data acquisition III).

SsVEP data acquired in the data acquisition procedure, to be able to reference the image presentation time of the reaction of the subject of the empty container, by subtracting the data at the time of image P _E presented the image P _F presentation time data. Then, the obtained difference data to obtain the data after the image presented by 1 second to 2 seconds, and the average group of subjects S _A, in S _B, respectively.

(Change in ssVEP value)
Figure 4, SSVEP value in data acquisition I~III (values relative to the time of empty containers image _{P E} presentation), subject groups _S A, shown for each _{S B.} As shown in FIG. 4, one of the subject groups _S A, also in the _{S B,} prior to use (data acquisition I), as viewed after first use (data acquisition II), and 3 days chronic use after (data acquisition III), The ssVEP value was changing.

More specifically, SSVEP value obtained in the previous use (data acquisition I), despite were similar subject groups S _A, S _B, the first after use (data acquisition II), There was a difference between the two, and the difference was even greater after continuous use (data acquisition III). For example, SSVEP value before use (data acquisition I) are groups of subjects _S A, there was no difference _{S B,} subject groups _S A of after chronic use (data acquisition III), SSVEP value _{S B} is multiple comparisons A significant difference (p <0.05) was confirmed by comparison by the (Bonferroni) test. In the group of subjects _{S A,} while ssVEP value decreasing at first after use (data acquisition II) is further lowered after chronic use (data acquisition III), in the group of subjects _{S B,} after 1st use The ssVEP value increased in (Data acquisition II) further increased after continuous use (Data acquisition III). Thus, the subject group _S A, both regard to _{S B,} it was found that the stronger the tendency of the change in ssVEP value by continuous use.

Furthermore, the subject groups _{S B,} and ssVEP value before use (data acquisition I), and ssVEP value after continuous use (data acquisition III), was compared by multiple comparison (Bonferroni) test, tend difference therebetween (p It was also confirmed that there was <0.1).

(SsVEP value and subjective evaluation)
When the correlation was calculated between the average of all subjects with the ssVEP value measured after continuous use (data acquisition III) and the evaluation value of "overall good" among the subjective evaluation items, a significant correlation was found. (R = 0.37, p <0.05). Therefore, if such a correlation is saved as a database, for example, after a new object is used by the subject, the ssVEP value of the subject is measured while presenting a flicker image of the object, and the ssVEP value is measured. By collating with the database, it is possible to estimate the usability stored in the subject.

10 Data processing device 20 Headset 30 Display 100 Evaluation device S Subject

Claims (7)

Use steps to get the subject to use the object,
A measurement step for measuring the steady state visual evoked potential of the subject when giving visual information about the object, and
A method for evaluating an object, which comprises an evaluation step for evaluating the usability of the object based on the steady state visual evoked potential. The method of claim 1, wherein the use step comprises repeatedly using the object. The method according to claim 2, wherein the repeated use includes the continuous use of the object at the same or substantially the same frequency as the general frequency of use of the object. The visual information according to any one of claims 1 to 3, wherein the visual information is an image of the object itself or an image of an container in which the object is contained or can be recognized as being contained. the method of. The evaluation step includes estimating the usability by comparing the measured steady state visual evoked potential with the relationship between the steady state visual evoked potential and the evaluation value of the usability obtained in advance. The method according to any one of claims 1 to 4. The method according to any one of claims 1 to 5, wherein the object is a cosmetic. The feeling of use of the object is evaluated based on the measuring means for measuring the steady state visual evoked potential of the subject and the steady state visual evoked potential when the subject is given visual information about the object used in advance. An object evaluation device, including an evaluation means.

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