JP4797756B2 - Purchasing process evaluation method - Google Patents

Description

The present invention relates to a purchasing process evaluation technique for visualizing a divergence between product information provided by a product provider and product information desired by a consumer of the product in a purchasing process related to product purchase.
Note that the present invention can target not only tangible goods but also intangible goods represented by services. The consumer in the present invention is a concept including not only a person who actually purchased a product but also a person (potential consumer) who may purchase the product without reaching the purchase.

Product providers such as companies that sell products provide information on products sold by themselves using various media.
For example, using various types of media such as newspaper flyers, TV commercials, providing information on the Internet, direct mailing, holding exhibitions, sales by phone, and direct sales with sales representatives, The provider provides product information, and the consumer obtains product information from the media and considers product purchase.

  As a method for providing product information, the design applied to the media is an element that greatly affects the image (impression) that consumers have about the product, and the design that gives consumers the impression of increasing their willingness to purchase is important.

Many application softwares that support drawing and coloring of images of products, presentation materials, web pages, etc. have been developed in the design of such media.
Many of them leave the actual coloring to the application user, and it is difficult for a user who is unfamiliar with the design creation to accurately represent the image.

  In addition, an interactive color arrangement support device has been proposed. In this device, when a design producer edits an image, the appropriateness of the color arrangement of the background, characters, graphs, etc. is displayed by numerical display, picture display or quantity display, etc. Can be shown to the user. In addition, a color scheme having a high degree of appropriateness with respect to an image targeted by a design creator can be presented as a candidate palette (see Patent Document 1).

  In design production, a design production support method that makes it possible to easily grasp and correct an image that is a target of design production and an image of an actual design has been proposed (see Patent Document 2).

  In this method, a target image determination process for determining character information related to a target image at the time of design production as a target image, and taking the actually produced design and obtaining character information regarding the image of the design as a design image. It has at least two steps of a design image evaluation process and a user image acquisition process for acquiring character information related to an image received by a user (consumer) from an actual design as user image information, and displays character information related to the image. Visualization of design image divergence between processes by displaying at least two of target image information, design image information, and user image information superimposed on the image map screen assigned to the screen area. .

JP-A-8-249441 JP 2004-102734 A

Providing such product information is closely related to the purchasing process for purchasing products, and it is important to provide necessary information in a timely manner in order to increase consumers' willingness to purchase.
The product purchasing process includes, for example, collecting general information about the product to be purchased, collecting detailed information on the product specifications, comparing the product with other products, and examining the price of the product. There are several stages depending on the product, etc., and it is important that the product information desired by the consumer is provided at these stages.

In addition to the above, the provision of merchandise information is closely related to the medium of the information provision, and it is important that merchandise information is provided by various media in order to increase consumers' willingness to purchase. .
The types of product information offering media include, for example, newspaper leaflets, TV commercials, Internet information provision, direct mail, exhibitions, sales by phone, and direct sales with sales representatives. There are various methods for providing information related to a specific product to the consumer, and it is important that the product information is provided by the media desired by the consumer at each stage of the product purchase process.

That is, in order to increase consumers' willingness to purchase, it is important that product information is provided in a timely manner by suitable media.
In addition, since each consumer has various preferences and needs, it is not easy to measure what kind of media is used and when it is effective to provide product information. Therefore, in addition to the above, it is important to appropriately grasp consumer preferences and needs when examining the product purchase process and the product information providing media.
However, such an idea is novel, and a technology for increasing the consumer's willingness to purchase based on such an idea has not been developed yet.

  The present invention has been made in view of the above-described conventional circumstances, and aims to support consumer information in a timely manner through suitable media by appropriately capturing consumer preferences and needs. Yes.

  The present invention relates to a purchase process evaluation program for causing a computer to perform a process of visualizing a discrepancy between product information provided by a product provider in a purchase process related to purchase of a product and product information desired by a consumer of the product in the purchase process. The present invention is realized as a purchasing process evaluation apparatus that performs the visualization process and a purchasing process evaluation method that is executed by the computer.

The purchase process evaluation program according to one aspect of the present invention includes an intention information in which a type of product information provided by a product provider is intended to be provided for each stage of the purchase process, and a product for each stage of the purchase process. A function of holding expectation information that associates types of media for providing product information that consumers expect to use, and user information in which a plurality of consumers are clustered based on factors representing their characteristics, Product information intended by the product provider by displaying the intent information and expectation information on the same screen for each consumer cluster in a matrix format in which the types of product information providing media are associated with each stage of the purchasing process. The computer is configured with a function for visualizing the discrepancy between the information providing method and the product information providing method expected by the product consumer cluster.
This makes it possible to visualize the divergence between the product provider's intentions and the consumer's preferences and expectations regarding the method of providing product information in the purchasing process, in line with consumer preferences and needs. It is possible to evaluate whether or not the product information is provided in a timely manner by a suitable medium. As a result, it is possible to improve the method for providing product information in order to increase the willingness to purchase.

The purchase process evaluation program according to one aspect of the present invention includes an intention information in which a type of product information provided by a product provider is intended to be provided for each stage of the purchase process, and a product for each stage of the purchase process. A function for holding practical information in which the types of media for providing product information actually used by a consumer are associated with each other, and a user information obtained by clustering a plurality of consumers based on factors representing their characteristics, Product information that is intended by the product provider by displaying the intent information and the practical information on the same screen for each consumer cluster in a matrix format in which the types of product information providing media are associated with each stage of the purchasing process. The computer is configured with a function for visualizing the discrepancy between the information providing method and the product information providing method used by the product consumer cluster.
This makes it possible to visualize the divergence between the intention of the product provider and the actual usage, which is a manifestation of the consumer's preference and needs, etc., in terms of how to provide product information in the purchasing process. Accordingly, it is possible to evaluate whether or not the product information is provided in a timely manner by a suitable medium. As a result, it is possible to improve the method for providing the product information in order to increase purchase motivation.

The purchase process evaluation program according to one aspect of the present invention includes an intention information in which a type of product information provided by a product provider is intended to be provided for each stage of the purchase process, and a product for each stage of the purchase process. Expected information that associates the type of product information provided media that consumers expect to use, and practical information that associates the type of product information provided media that the consumer actually uses for each stage of the purchase process And a function of holding user information obtained by clustering a plurality of consumers on the basis of a factor representing the character, and at least two of the held intention information, expectation information, and practical information, Discrepancies between product information provision methods that are displayed on the same screen for each consumer cluster in a matrix format that associates the types of product information provision media for each stage And a function to visualize, configure the computer.
As a result, with regard to the method of providing product information in the purchasing process, the divergence between the intention of the product provider and the intention and actual use, which is a manifestation of the consumer's preference and needs, can be visualized. It is possible to evaluate whether or not the product information is provided in a timely manner by a suitable medium in accordance with an appropriate manner, and further, it is possible to improve the method for providing the product information in order to increase purchase motivation.

Here, in the present invention, the visualization function may display on the matrix a conductive wire that connects types of product information providing media between the stages of the purchase process for each information.
As a result, at each stage of the purchasing process, for example, a wire that connects the media that the product provider invests most to provide product information (a wire that represents the intention of the product provider, assuming the development to purchase) Purchasing lead), the lead connecting the media that the product consumer model feels most in need of product information (the lead representing the consumer's expectations, the buying psychological lead representing the purchase psychology), the product consumer model is the product information most The divergence between the methods of providing product information is clarified by displaying the conductors connecting the media actually used (the conductors representing the practical use of the product consumer, which is also the purchasing psychological conductor representing the purchase psychology). Is done.

In the present invention, in the above description, the visualization function may display a mark indicating a divergence state on a portion where the divergence between the conductors is greater than or equal to a predetermined value.
Thus, for example, by designating the degree of deviation numerically, characters or symbols such as “GAP” are displayed in a portion where the deviation between the conductors is larger than the designated value, or a color different from other display portions. It is marked by a method such as displaying with, and the divergence between the methods of providing product information is made clearer.

  In the present invention, a plurality of consumers having common hobbies, preferences, etc. are handled in a clustered manner based on factors (personality, behavioral characteristics, etc.) representing their characteristics, so whether or not a certain product is purchased. The consumer's hobbies and preferences greatly affect it, so by treating consumers in a cluster based on their factors, the product provider narrows down the target cluster for selling their products, and strategic Can be evaluated.

Here, as the stage (intent, expectation, practical point of contact) included in the purchasing process for purchasing a product, collection of general information on the product to be purchased and detailed information on the specifications of the product , Comparison of the product with other products, consideration of the price of the product, etc., which are set by various realistic factors such as the type and characteristics of the product, the consumer group, etc. There is no particular limitation.
In addition, the types of media that provide product information include, for example, newspaper leaflets, TV commercials, Internet information provision, direct mail, exhibitions, telephone sales, and direct sales sales. There is no particular limitation as long as it is a method for providing information related to a specific product to consumers.

  According to the present invention, the matrix format in which the type of the product information providing medium is associated with each stage of the purchasing process with respect to the intention and actual use of the product provider regarding the product information and the consumer's preferences and needs. In order to visualize the divergence between the product information provision methods, it is possible to evaluate the divergence between the product provider and the consumer regarding the product information provision method. Can improve the method of providing merchandise information in order to increase purchase motivation.

The present invention will be specifically described based on examples.
FIG. 1 shows an overall outline of the present invention. First, an outline of processing performed in the present invention will be described with reference to FIG.

The analysis processing of the present invention includes a part 100 related to a consumer (user), a part 200 related to a divergence in a media purchasing process, and a part 300 related to a media design.
As necessary, the portion 200 related to the media purchasing process is referred to as MPGF (Media Process Gap Finding), and the portion 300 related to media design is referred to as MIGF (Media Image Gap Finding).
Moreover, the part which mainly concerns on this invention is the part 100 which concerns on MPGF200 and a consumer model.

In the portion 100 related to the consumer model, the consumer model analysis module 101 collects the questionnaire answers (for example, answers about factors such as personality, behavioral characteristics, and values for the product) 102 collected from the consumer into the consumer model DB 103. , The data analysis 104 is performed by a known method such as factor analysis or cluster analysis, and the consumer model 105 in which a plurality of consumers are clustered by the factor is specified by the analysis.
The consumer model 105 is model information that represents similar consumers based on factors such as personality, behavioral characteristics, and values for products, for example, as information that describes clustered consumers with psychological values. Available.

In the examples described later, questionnaire results and data analysis results collected from consumers are recorded as user information and used for MPGF processing and MIGF processing related to individual consumers and clustered consumers (consumer models). .
For convenience, a profile 106 for each consumer model may be created. In addition, for customers who have already grasped their personality, etc. because they have already purchased a product, customer attributes, purchase history information, etc. are recorded in the customer DB 107, and this information is analyzed by RFM analysis, correlation analysis, cluster analysis, etc. The data analysis 108 is performed by a known method, and a purchase model 109 in which a plurality of customers are clustered by the factor is generated by the analysis, and the customer information and the purchase model information are used as the consumer and the consumer model. May be.

  In the portion 200 related to MPGF processing, the media access analysis module 201 records the AP × RP matrix data 202 acquired from the product provider and the AP × RP matrix data 203 acquired from the questionnaire response by the consumer in the MPGF-DB 204, The recorded information is subjected to data analysis 205 by MPGF analysis, GAP analysis or the like to generate a matrix communication model 206.

The AP × RP matrix data 202 acquired from the product provider invests (or is about to invest) in the media type in order for the company (product provider) to provide information about a specific product at each stage of the purchasing process. This includes the degree (amount, number of times, etc.) and represents the method of providing product information intended by the company.
The AP × RP matrix data 203 obtained from the consumer's questionnaire response includes the media type that the consumer will use (or used) to obtain information about a specific product at each stage of the purchasing process. Represents a method of providing product information that consumers expect to consider purchasing a product.

  The AP × RP matrix is matrix information with each medium (access point: AP) providing product information and each stage of the purchasing process (relational point: RP) as two axes, and at the intersection of the AP × RP matrix, In the AP × RP matrix data 202, the investment amount intended by the product provider is recorded numerically for each medium, and in the AP × RP matrix data 203, the degree expected by the consumer is recorded numerically for each medium.

  Further, in the data analysis 205, a lead (assumed purchase lead) connecting a predetermined investment amount point of the AP × RP matrix data 202 between the process stages and a predetermined expected amount point of the AP × RP matrix data 203 between the process stages. It also performs processing to analyze the lead wire (assumed psychological lead wire) tied in. The assumed purchase lead is a lead that expresses the extent intended by the product provider, and the assumed psychological lead is a lead that expresses the extent that the consumer expects, and it depends on the degree (preferably the maximum range) set at the time of analysis These conductors are generated.

The communication model 206 is a model in which the matrix of the AP × RP matrix data 202 and the matrix of the AP × RP matrix data 203 are displayed on the screen so that the product information providing method intended by the product provider and the consumer The difference from the expected (or practical) product provision information is visualized.
Further, the assumed purchase lead and the assumed psychological lead are also displayed on the communication model 206, and further, a mark such as “GAP” is displayed at a portion where the deviation between these leads is not less than a predetermined value. In the data analysis 205, a mark display portion is specified based on the set deviation amount, and a predetermined mark is displayed.

  In the part 300 related to the MIGF processing, media production data 301 for providing information on a specific product and an image (expression by sensitivity word, expression by color selection, etc.) of the specific product acquired from a questionnaire response by the consumer are displayed. The data 302 to be represented is recorded in the MIGF-DB 303, and the recorded information is subjected to data analysis 304 by preference analysis, production H / T analysis, MIGF analysis, etc., and information representing the image of the media production and the image preferred by the consumer. The communication model 305 is generated by analyzing the information to be displayed and superimposing the information representing the image on the image map.

  The communication model 305 uses a known concept information matrix (for example, Japan Color Design Institute) that expresses an image in association with a sensitivity word (adjective), a single color, a combination of colors, a cup shape, etc. Information such as sensitivity words and color schemes obtained from images of media productions for providing information, and information such as sensitivity words and color schemes of images preferred by consumers obtained from questionnaire responses, for example, "soft"-" This model is superimposed on the image map of the 2-axis representation of “hard” and “warm”-“cold”. By displaying this model on the screen, the discrepancy between the design of the media used by the merchandise provider for providing merchandise information and the image preferred by the consumer (or suitable for the merchandise) can be visualized.

  By analyzing the data model 400 of the communication model 206 generated by the MPGF process 200 and the communication model 305 generated by the MIGF process 300 by cross analysis or the like, the MPGF model and the MIGF model are linked to each other. It is possible to evaluate whether product information can be provided in a timely manner with a design and type of media that suits the user's preferences.By changing the type of media and changing the media design, consumer preferences and Product information can be provided in a way that better meets expectations.

<Configuration of purchasing process equipment>
FIG. 2 shows an overview of a system according to the present embodiment, and the system of the present embodiment includes a management server 1 and a client computer 2 connected via a network 3.
The management server 1 has known computer hardware such as a processor and a memory, and by executing the purchase evaluation program according to the present invention using the hardware, as described later, Function is configured. That is, the management server 1 constitutes a purchasing process evaluation device that visualizes the difference between the product information provided by the product provider in the purchasing process related to the purchase of the product and the product information desired by the consumer of the product in the purchasing process. (In this embodiment, a design evaluation apparatus is also configured).

As shown in FIG. 3, the management server 1 includes a control unit 11 that executes processing by various functions to be described later, a storage unit 12, an input unit 13 that receives an operation input from an operator, and an output that displays information presented to the operator on a screen. Unit 14 and network interface unit 15.
The control unit 11 reads out and executes the program according to the present example stored in the storage unit 12, fetches data necessary for processing from the input unit 13 or the network 3, and stores the data in the storage unit 12. Further, when necessary for the processing, the control unit 11 reads out the data held in the storage unit 12 and performs the processing, stores the processing result in the storage unit 12 again, and outputs the output unit 14 as necessary. And output to network 3.

  The storage unit 12 stores and holds the program according to the present example and various data captured from the input unit 13 and the network 3, and includes an image expression database, an image evaluation database, a design database, Stores and maintains databases such as a design evaluation database, an image expression database, an intention information database, an expectation information database, a practical information database, and a user information database. As the storage unit 12, a semiconductor memory is mainly used. For example, a storage device such as a hard disk, an optical disk, a magneto-optical disk, or a magnetic tape can also be used.

  The contents and usage of each database held in the storage unit 12 will be described later. The image expression database, the image evaluation database, the design database, the design evaluation database, and the image expression database are mainly based on the portion 300 related to MIGF processing. Used for MIGF processing, and the intention information database, expectation information database, and practical information database are mainly used for MPGF processing by the portion 200 related to MPGF processing, and the user information database mainly relates to a consumer model. Used for user clustering processing by the portion 100.

  The input unit 13 is used when an operator inputs data necessary for processing. As the input unit 13, for example, a character input device such as a keyboard or a pointing device such as a mouse or a light pen can be used. Also, when reading existing presentation materials created on a recording medium such as paper as electronic data, an image reading device such as a scanner, or a voice input that can be converted into a digital signal when inputting voice, etc. An apparatus can be used.

  The output unit 14 displays an input screen for prompting input of data necessary for processing, an output screen indicating the processing result in the control unit 11, and the like. As the output unit 14, for example, an image output device such as a display or a printer can be used.

  The client computer 2 may have the same configuration as that of the management server 1, and the client computer 2 also executes a program stored in the storage unit 12 of the management server 1 via the network 3. The data can be read and used as appropriate.

<Description of MIGF processing>
The design image evaluation process (MIGF process 300) executed by the client computer 2 having the above configuration will be described with reference to FIGS.

Each client computer 2 is connected to and communicates with the management server 1 via the network 3 and can function as a terminal for an operator (design evaluator or design creator).
In the following description, for convenience, it is assumed that the operator performs processing using the management server 1.
The output unit 14 of the management server 1 displays a main menu for selecting and starting the MIGF process, the MPGF process, and the user clustering process. The operator selects the desired process from the input unit 13 and selects it. Processing is executed.

  The MIGF processing includes a target image determination step, a design image evaluation step, a user image acquisition step, and an image presentation / correction step. When the program processing is started, the control unit 11 performs the MIGF processing as shown in FIG. The main menu screen 10 is displayed on the output unit 14 to prompt the operator to select a desired process. Here, on the main menu screen 10, the mouse pointer 5 is displayed, and the execution of each process is started by clicking the screen position indicating the desired process.

The main menu screen 10 is provided with a box 16 for inputting an identification number of the target design. The target database or the like is identified by the number input in the box 16 in the following processing. It becomes.
For example, by inputting “9” as an identification number in the box 16, moving the mouse pointer 5 to the position where the target image determination button 20 is displayed, and clicking the mouse, the design identification number becomes 9, Processing is performed in the image determination process.

<Target image determination process>
In the target image determination step, information about the image required for the target design (hereinafter referred to as target image information) is determined. In the target image determination step, first, the control unit 11 causes the output unit 14 to display a target image input screen 10-1 as shown in FIG. The target image input screen 10-1 presents a plurality of pieces of information representing a design image, and allows the operator to select information suitable for the image that is the target of design production.

  Here, the information that expresses the design image includes character information that consists of adjectives (sensitivity words) that express the design image, color information that consists of a color palette that combines multiple colors, etc. It can be appropriately selected according to the object. These pieces of information can be appropriately read and used by storing them in the storage unit 12 in advance as an image expression database. In the following description, it is assumed that the image expression database uses character information made up of a group of adjectives as sensitivity words, as shown in FIG.

Next, the operator uses the input unit 13 to select information along the image required for the design.
For example, as shown in FIG. 5, the mouse pointer 5 is displayed on the target image input image 10-1 in which adjectives are listed and displayed, and the operator uses the mouse as the input unit 13 to fit the image required for the design. The mouse pointer 5 is moved to the check box 28 attached to, and the mouse is selected by clicking. A check mark is displayed in the selected check box 28. When the selection is completed, the operator moves the mouse pointer 5 to the position of the decision button 29 and clicks the mouse, whereby the character information of the selected adjective is stored in the storage unit 12. In the example of FIG. 6, the character information “behavioral” and “honest” is selected and stored in the storage unit 12.
Note that the method for selecting information representing an image is not limited to this, and other methods may be used as long as the operator can easily input information.

  Next, target image information for design production is determined based on the selected information. An image evaluation database is used to determine the target image information. In the image evaluation database, as shown in FIG. 7, target image information is held in association with information included in the image expression database. For example, several words (modern, natural, etc.) that express an image as target image information are associated with sensitivity words (adjectives) included in the image expression database with weights.

The control unit 11 reads out the selected information (sensitivity word) from the storage unit 12 and extracts target image information associated with the information by referring to the image evaluation database. The extracted target image information is stored in the storage unit 12 in association with the design identification number.
For example, when the selected character information (sensitivity word) is “honest”, according to the image evaluation database of FIG. 7, “natural” is 0.9 and “pretty” is 0.1 as target image information. Selected by percentage.

When the target image information is selected, the control unit 11 ends the target image determination process.
Note that the processing of the target image determination step is not limited to this. For example, if the target of the design is a presentation material, a web page, the appearance of a new product, or a brand logo of a company, etc., a color palette group that is a combination of multiple colors is represented as an image. It is also possible to select target image information associated with the selected color pallet by registering them as a database, listing them on the target image input screen, and allowing the client to select them.

<Design image evaluation process>
When the design image evaluation button 22 is clicked, the design image evaluation process is executed.
In the design image evaluation process, information relating to the actual design image (hereinafter referred to as design image information) is extracted.

First, an actual design is captured as data, and stored and stored in the storage unit 12. The control unit 11 displays a design capture screen 10-2 as shown in FIG. 8 on the output unit 14, and prompts the operator to input data related to the design.
For example, the operator designs a web page that provides product information and uploads it on the network 3 in advance. Next, the URL of the web page is input to the URL input box 30 of the design capture screen 10-2, and the mouse pointer 5 displayed on the design capture image 10-2 is moved to the web design capture button 32. By clicking the mouse, the acquisition destination of the web page that is the target of design image evaluation is specified. When receiving the designation, the control unit 11 takes in the image data of the web page from the designated URL via the network 3. The captured image data is sequentially stored in the storage unit 12 as a design database in association with identification information (for example, URL) of the image data as shown in FIG.

If a design database has not yet been generated for the design identification number, a new design database is generated in association with the design identification number. On the other hand, when a design database for the design identification number already exists, image data identification information and image data are additionally stored in the existing design database.
In addition, when the object of design production is presentation materials, new product advertisements, etc., it is also preferable to capture image data using an image data reader such as a scanner. In this case, it is preferable to activate an existing image reading tool by clicking the image capture button 34 on the design capture screen 10-2.

For example, when an image of a web page for providing product information shown in FIG. 10 is captured, an image given to the human by the captured image data is evaluated. For image evaluation of the design, existing evaluation means such as Japanese Patent Application No. 2002-187552 can be used.
That is, the control unit 11 reads the captured image data from the storage unit 12 and divides the area as shown in FIG. An existing image area dividing tool can be used for the area division. Next, physical features such as area, position, size, color average, and color difference from other regions are extracted for each divided region.

  On the other hand, design image information is associated with a combination of physical features and stored in the storage unit 12 as a design evaluation database. For example, as shown in FIG. 11, a group of colors (shown by hatching in the drawing) of the background area, the main area having the largest area excluding the background area, and the accent area that is an accent to the main area. The design image information (several words (modern, natural, etc.) expressing the image as described above) representing the image received by the human from the set of colors is associated and stored.

Based on this design evaluation database, an average color can be extracted from the background region, main region, and accent region of actual image data, and design image information can be extracted from the combination of the average colors. The extracted design image information (natural, casual, etc.) is stored and held in the storage unit 12 as a design database in association with the identification number of the image data and the image data to be evaluated, as shown in FIG. .
For example, when an average color is extracted from each of the background area, main area, and accent area of the image data in FIG. 10, design image information “natural” can be obtained based on the design evaluation database in FIG.

It is also preferable to use the physical feature amount itself obtained from the image data as design image information. For example, the combination of the average colors of the background area, main area, and accent area of the image data itself may be used as design image information as a color palette.
When the design image is selected, the control unit 11 ends the design image evaluation process.

<User image acquisition process>
When the user image acquisition process button 24 is clicked, processing is executed in the user image acquisition process.
In the user image acquisition process, an image (hereinafter referred to as user image information) held by the user (product consumer) is acquired for the image data captured in the design image evaluation process.

First, the control unit 11 displays the image data selection screen 10-3 on the output unit 14, and prompts the user to select image data to be acquired from the image data captured in the design image evaluation process.
As shown in FIG. 12, the image data selection screen 10-3 lists information on the image data held in the design database of the storage unit 12 on the screen and displays user image information for any image data. What acquires or selects is suitable. However, the aspect of the image data selection screen 10-3 is not limited to this, and it is only necessary that the image data held in the design database can be selected.

  A user who inputs an image with respect to image data (or an operator who inputs a questionnaire response from the user) uses the input unit 13 such as a mouse, and is provided in each piece of information regarding the image data on the image data selection screen 10-3. The information is selected by moving the mouse pointer 5 to the check box 40 and clicking the mouse. Next, the selection of the image data is determined by moving the mouse pointer 5 to the selection determination button 42 and clicking the mouse.

Here, since the user (consumer) is allowed to input the image directly, the control unit 11 displays the user image input screen 10-4 as shown in FIG. Prompts the user to enter the image received.
The user image input screen 10-4 is divided into an area 43 for displaying the contents of the selected image data and an area 44 for listing and displaying information representing design images.

  The control unit 11 reads the selected image data from the design database held in the storage unit 12, forms an image on the image data display area 43, and displays the image data. For example, when image data of a web page is selected, as shown in FIG. 13, the URL of the image data is read from the design database, and the image data is fetched from the URL and displayed on the display.

Further, the control unit 11 reads out information representing the design image from the image representation database held in the storage unit 12 and displays the information in the image representation display area 44.
As with the target image determination process, the information that represents the images included in the image expression database depends on the type of image data from multiple adjectives expressing the design image, color information including a color palette consisting of color sets, etc. It is preferable to select and use as appropriate. Here, it is assumed that the image information database includes character information composed of a plurality of adjective groups.

Next, the user uses the input unit 13 to select information suitable for the image felt when viewing the design of the image displayed in the image data display area 43.
For example, as shown in FIG. 13, the mouse pointer 5 is displayed in the image expression display area 44 in which adjectives are listed, and the user uses the mouse to check boxes 46 provided for adjectives that match the image received from the design. The mouse pointer 5 is moved to and selected by clicking the mouse. A check mark is displayed in the selected check box 46. The adjective display can be changed as appropriate by moving the mouse pointer 5 on the scroll button 48 and clicking the mouse. When the selection of the adjective is completed, the character information of the selected adjective is stored in the storage unit 12 by moving the mouse pointer 5 to the position of the decision button 47 and clicking the mouse.

For example, in FIG. 13, the character information “behavioral” and “fancy” is selected and stored in the storage unit 12.
The method for acquiring the user's image is not limited to this. That is, it is sufficient if the user can easily input an image for the design of the image data.

Next, user image information is determined based on the selected information. For the determination of the user image information, the image evaluation database used in the target image determination process is used.
The control unit 11 reads out the selected information from the storage unit 12, and extracts user image information associated with the selected information set by referring to the image evaluation database. For example, when the character information “Fancy” is selected, “elegant” is selected as the user image information at a rate of 1.0 in the image evaluation database of FIG.

As shown in FIG. 4, the extracted user image information is stored in the storage unit 12 as a user image information database in association with image data.
If a user image information database has not yet been generated, a user image information database is generated for each design identification number. On the other hand, when a user image information database exists for the design identification number, image data and user image information are added to the existing user image information database.

When the user image information is selected, the control unit 11 ends the user image acquisition process.
The information representing the user image information is not limited to the adjective character information as in this embodiment. For example, as in the target image determination step, a mode in which user image information is selected from a color palette group consisting of color sets is also suitable.
Further, it is also preferable to cause a plurality of users to perform the above-described process and acquire user image information from a plurality of users for the same image data. This makes it possible to obtain a wide and objective evaluation of the image data.

That is, image information is acquired from an individual user in a questionnaire format or the like, and the user information for each individual user and the target image information or design image information are displayed on the same screen so that the individual person can have a certain media design. It is possible to easily evaluate the difference between the user's preference and the like and the target image or design image. If each individual user (user information) is displayed on a plurality of screens in an identifiable manner, a wide and objective image evaluation can be performed.
As will be described later, a consumer model in which a plurality of users are clustered as their attribute information is generated, and user information for each consumer model, target image information, and design image information are displayed on the same screen. In this way, it is possible to easily evaluate the difference between the preference of the consumer model and the target image or design image for a certain media design.

<Image presentation / correction process>
When the image presentation / correction process button 26 is clicked, the image presentation / correction process is executed.
In the image presentation / correction process, the target image information obtained in the target image determination process, the design image information obtained in the design image evaluation process, and the user image information obtained in the user image acquisition process are displayed.

First, the control unit 11 displays the display selection screen 10-5 on the output unit 14 and causes the operator to select which information is to be displayed.
On the display selection screen 10-5, as shown in FIG. 15, an identification number of a design to be displayed is input in the input box 54. Further, by selecting the check box 50 and clicking the decision button 52, information to be displayed is selected from the target image information, the design image information, and the user image information.

Next, the control unit 11 that has received input of information to be displayed displays target image information, design image information, or user image information on an image map screen 10-6 as shown in FIG.
The image map screen 10-6 is divided into a plurality of areas, and an area identification number is assigned to each area. On the other hand, as shown in FIG. 17, the storage unit 12 holds information representing an image (word representing an image such as pretty) associated with each area identification number, as shown in FIG.

  The control unit 11 extracts an area identification number associated with the target image information, the design image information, or the user image information by referring to the image display database. And each information corresponding to the area | region on the image map screen 10-6 to which the extracted area | region identification number was provided is displayed.

Here, it is preferable to provide a coordinate axis on the image map screen 10-6 and assign an area identification number so that the image changes with a predetermined tendency along the coordinate axis.
For example, in the example of the image map screen 10-6 shown in FIG. 16, the X coordinate 62a indicating the degree of warmth of the design from “warm” to “cold” and the hardness of the design from “soft” to “hard”. Two orthogonal coordinates of the Y coordinate 62b representing the height are provided, and information (word) representing the image is assigned along the change of each image.
Note that the method of assigning information on the image map screen 10-6 is not limited to this, and it is preferable to change the setting of the coordinate axes according to the type of the target design.

  When the target image information is selected in the above, the target image information associated with the design identification number is displayed superimposed on the image map screen 10-6, as shown in FIG.

  On the other hand, when the design image information is selected in the above, the design image information 68 included in the design database associated with the design identification number is displayed superimposed on the image map screen 10-6 as shown in FIG. . At this time, it is preferable to easily identify the displayed information by changing the display color of the information for each image data included in the design database. It is also preferable to display the image data itself corresponding to the design image information instead of or together with the design image information.

  On the other hand, when user image information is selected in the above, as shown in FIG. 20, the user image information included in the user image information database associated with the design identification number is displayed superimposed on the image map screen 10-6. The At this time, it is preferable to easily identify the displayed information by changing the display color of the information for each image data included in the user image information database.

  Furthermore, in the above, when both the target image information and the design image information are selected, as shown in FIG. 21, both the target image information and the design image information associated with the design identification number are displayed on the image map screen 10-6. Are displayed in a superimposed manner. Similarly, when both target image information and user image information are selected, when both design image information and user image information are selected, or all of target image information, design image information, and user image information are selected. In this case, each piece of information is displayed superimposed on the image map screen 10-6.

Thus, by displaying the target image information, design image information, and user image information superimposed on one image map screen 10-6, an operator (for example, a design creator) can create an image that is the target of design production. It is possible to confirm the difference between the image of the design and the image received by the user from the actual design while visually comparing them. At this time, since each piece of information is displayed on the image map screen 10-6 along the coordinate axis indicating the image tendency, the difference between the target image, the actual design image, and the image received by the user is different. It is possible to clearly grasp whether the divergence is a tendency or not.
Such a display makes it easy to visualize and grasp the difference in the design image of the advertising media between the product provider (company, etc.) and the consumer product with respect to the product information.

  Preferably, a reference value indicating the degree of deviation input by the operator from the input unit 13 is set in the control unit 11, and the control unit 11 determines the degree of separation between information on the image map screen 10-6 (for example, coordinate values). The distance) is compared with the reference value, and a display for clearly indicating the divergence is performed between pieces of information that are separated from the reference value on the image map screen 10-6.

For example, FIG. 22 shows user image information 69a, target image information 69b, and design image information 69c superimposed on one image map screen 10-6, but the design image information 69c and other information 69a, Since “69b” is greatly separated, a “GAP” mark 70 is displayed between them so that it can be easily evaluated at a glance that the design image deviates from the user image or the target image.
It should be noted that the mark that clearly indicates information with a large discrepancy may be a mark of another form, or may be a method of changing the color or highlighting of the area between these information. Any mode may be used as long as it can identify the separated portion (deviation portion) on the screen.

  Furthermore, by acquiring user image information from a plurality of users for the same design, the distribution tendency of the user image information can be easily confirmed on the image map screen 10-6. Further, it is possible to confirm at a glance whether the target image information and the design image information match the user image information with the distribution tendency or the difference.

  When a color palette is used instead of adjectives as target image information, design image information, and user image information, a color palette is associated with each area on the image map screen 10-6, and the target image information, design, You may display a color palette in the area | region corresponding to image information and user image information.

  Furthermore, in this embodiment, it is possible to correct the target image information and present information useful for correcting the design image. The correction process is executed by moving the mouse pointer 5 to the target image correction button 64 or the design image correction information presentation button 65 on the image map screen 10-6 and clicking the mouse.

When the correction of the target image information is instructed, the control unit 11 starts the target image information setting process.
The operator moves the mouse pointer 5 to an area on the image map screen 10-6 and clicks the mouse while referring to the design image information and user image information displayed on the image map screen 10-6. The control unit 11 acquires the position of the mouse pointer 5 and refers to the image expression database to set information representing the image assigned to the area as new target image information. Here, in order to easily confirm the new set target image information, it is also preferable to display the target image information by providing an area 66 for displaying the target image information.

  If the target image information setting method is used, for example, the web advertisement design that the user (consumer) holds for the product is displayed as design image information superimposed on the image map screen 10-6, and the product is provided. Specify the area where the design image information of the web advertisement design held by the user is displayed when the user wants to bring the target image of the web design of the product planned (or implemented) by the user closer to the design image held by the user By doing so, it is possible to easily set appropriate target image information.

  Further, the operator may present information necessary for correcting the design image information by moving the mouse pointer 5 to the design image correction information presentation button 65 provided on the image map screen 10-6 and clicking the mouse. it can. For example, a combination of colors of a background area, a main area, and an accent area having a design suitable for an image assigned to each area of the image map screen 10-6 is stored in a database in advance, and corresponds to an area where target image information is displayed. It is preferable to display a set of colors superimposed on the image map screen 10-6. By changing the design to the displayed color combination, you can get closer to the target image.

As described above, the target image information and the design correction support information are presented on the same image map screen 10-6, so that the target image, the image of the actual design, and the image received by the user can be visualized. You can work while confirming.
In other words, according to the present embodiment, the same image is used for the design and production of the media that provides product information, the image that the actual media design has, and the match and difference that the user receives from the actual media design. It can be confirmed on the image map screen.

FIG. 23 shows a specific example of the MIGF process.
For example, as shown in the image map screen 10-6, a design image representation of a product information providing medium (for example, direct mail: DM) requested by a user (consumer), or a product information providing medium intended by the product provider. If the expression of the design image is “comfortable” or “relaxed”, the region corresponding to “comfortable” or “relaxed” on the image map screen 10-6 (natural or elegant) is identified by the above MIGF processing. Displayed on the screen.

  In the image map as described above, color schemes, fonts, motifs, and the like that embody the image information of each region are associated with each region, and the known association information (for example, by Japan Color Design Institute) By using, it is possible to produce a product information providing medium that embodies the expression of the design image.

That is, the information “natural” representing the image set in the specified area is preliminarily associated with the color arrangement palette indicated by 10a in the figure, and the “elegant” has the color arrangement palette indicated by 10b in the figure. The fonts shown in FIG. 10c and the motif shown in FIG. 10d are set in advance in association with each area of the image map screen 10-6.
Therefore, in order to embody the design image expression “comfortable” and “relaxation” on the product information providing media, the color of the media shown by 10a and 10b in the figure, the font shown by 10c in the figure, and 10d in the figure What is necessary is just to produce the said product information provision media using a motif.

<Description of MPGF treatment>
The media process evaluation process (MPGF process 200) executed by the client computer 2 configured as described above will be described with reference to FIGS.

Each client computer 2 is connected to and communicates with the management server 1 via the network 3 and can function as a terminal for an operator (a process evaluator such as a product provider).
In the following description, for convenience, it is assumed that the operator performs processing using the management server 1.
In addition, a main menu for selecting and starting the MIGF process is displayed on the output unit 14 of the management server 1, and the MPGF process is executed when the operator gives a selection instruction from the input unit 13.

  When the MPGF processing program is started, as shown in FIG. 24, the control unit 11 displays the MPGF processing main menu screen 20 on the output unit 14 and prompts the operator to select a desired processing. Here, on the main menu screen 20, a mouse pointer is displayed, and the execution of each process is started by clicking a screen position indicating a desired process.

The main menu screen 20 is provided with a box 71 for inputting an identification number of a product to be evaluated, and a database or the like to be targeted in the following processing is identified by the number input in this box 71. It will be.
In addition, a check box 72 is provided on the main menu screen 20, and in the check box, intention information in which the type of product information provided by the product provider is provided for each stage of the purchase process is associated. “Intent” checkbox for selecting processing, “Expectation” checkbox for selecting processing of expectation information that associates the type of product information provided by the consumer with each stage of the purchasing process, and purchasing process For each stage, a “practical” check box for selecting processing of practical information in association with the type of product information providing media actually used by the product consumer is included.

In addition, the control unit 11 of the present embodiment places a lead wire connecting the types of product information providing media between the stages of the purchase process for each of the selected intention information, expectation information, and practical information on an AP × RP matrix to be described later. Although having a display function, a box 73 is provided for the operator to designate and input the amount of media investment for drawing the conductor and the degree (%) of media utilization.
In addition, by making the box 73 blank and making it unspecified, it is possible to omit the wire generation / display processing performed by the control unit 11.

  Therefore, when the operator inputs the product identification number in the box 71 by the input unit 13 and selects the decision button 74, the MPGF processing by the control unit 11 is started. In the selection operation, the operator selects the “intent” check box. Is checked, an AP × RP matrix using the intention information stored in the intention information database (storage unit 12) is generated. If the “expectation” check box is checked, the expectation information database (storage unit 12) AP × RP matrix using the expected information stored in the application information, and if the “practical” check box is checked, the AP × RP matrix using the practical information stored in the practical information database (storage unit 12) is generated. Generate.

  When a plurality of pieces of information are selected, the control unit 11 displays the generated plurality of AP × RP matrices superimposed on the same screen on the output unit 14, and product information based on these pieces of information. Visualize the divergence between the provision methods.

FIG. 25 shows an outline of the AP × RP matrix.
The AP × RP matrix illustrated in the figure is matrix information in which each medium (Access Point: AP) providing product information is abscissa and each stage of the purchase process (Relational Point: RP) is ordinate. × At the intersection of the RP matrix, the amount of investment that the product provider intends for the product information providing medium, the extent to which the consumer expects to use the product information providing medium, or the consumer actually uses the product information providing medium The degree of use is expressed.

  The AP × RP matrix has a different axis relationship from the matrix illustrated in FIG. 25, and as shown in FIG. 27, the product information providing medium (AP) is the vertical axis and each stage (RP) of the purchasing process is horizontal. It may be a matrix with axes.

Further, in this embodiment, the above-mentioned conductors are also generated and displayed in each of an AP × RP matrix using intention information, an AP × RP matrix using expected information, and an AP × RP matrix using practical information, A mark “GAP” indicating a divergence between the conductors is displayed in a portion where the distance between the conductors is large.
The example in FIG. 25 is a state in which an AP × RP matrix including a lead (intended purchase lead) using intention information and an AP × RP matrix including a lead (purchasing psychological lead) using expected information are displayed in an overlapping manner. The deviation mark “GAP” is displayed in the conductor interval portion that is equal to or larger than the value set in the control unit 11 in advance.

  The stages of the purchasing process and the types of product information providing media constituting the AP × RP matrix are common to the AP × RP matrix of intention information, the AP × RP matrix of expected information, and the AP × RP matrix of practical information. The difference is information relating to the intention of the product provider, information relating to consumer (user) expectations, or information relating to the actual condition of the consumer.

FIG. 26 exemplifies in detail the stage of the purchase process and the type of product information providing medium constituting the AP × RP matrix, and the zero time is the AP × RP matrix related to the product “car”.
The types of product information providing media constituting the AP × RP matrix are, for example, information transmission media by public means, information transmission media by the Internet, information transmission media by DM / catalog, information transmission media by event holding, information by estimation work There are transmission media, information transmission media by telephone, information transmission media by sales representatives, information transmission media by word of mouth, and information transmission media by document.

  Furthermore, information transmission media by public means include, for example, newspapers / folders, magazines, TV commercials, street posters, etc., and information transmission media via the Internet include, for example, own company websites, other company websites, online sales sites, There are bulletin board sites, e-mails, mobile phone websites, etc. Information transmission media by DM / catalog, for example, direct mail to mail, catalogs, leaflets of dealers, etc. Information transmission media by event holding, for example There are exhibition halls of exhibitions, showrooms, dealers, etc., as information transmission media by estimation work, for example, estimates and proposals presented to users, etc., as information transmission media by phone, for example, setting up a call center, etc. There is information transmission by sales representatives Media includes, for example, interviews by sales representatives, telephone support by sales representatives, and sending of e-mails by sales representatives. Information communication media by word of mouth includes, for example, advice from family members, and communication of information in writing Examples of the media include a contract presented to the user.

On the other hand, as the stage of the purchase process that constitutes the AP × RP matrix, for example, attention, interest arousing, product understanding, purchase consideration, purchase, utilization support and the like are available.
The stage of attention corresponds to the time when general information about the product to be purchased is collected, the stage of raising interest corresponds to the time of collecting general information about the product itself, and the stage of understanding the product is the consumer Corresponds to the time of collecting detailed information such as the specifications of products that are interested in, the stage of purchase consideration is equivalent to the time of comparison with other competing products and the negotiation of product prices, the purchase stage is to purchase This corresponds to the time when the intention of selecting the product is decided, and the stage of utilization support corresponds to the time when the purchased product is requested for repair.

The stage of utilization support is a process stage after purchase, but in this example, it is included as a purchase process in the sense that it becomes a foundation for the next product purchase.
Also, in the above example, each stage of the purchasing process is set following the time to purchase, but the order of these stages is particularly important if they are unified among intention, expectation, and practical AP × RP matrix. It doesn't matter.

  Prior to the start of the MPGF processing by the control unit 11, the intention information database in the storage unit 12 is associated with the purchase process stage information and the media type information in the matrix format as described above obtained from the product provider regarding the product. Quantity information is stored, and the expectation information database of the storage unit 12 stores the purchase process stage information in a matrix format and the availability information associated with the media type information obtained from the consumer regarding the product, The practical information database in the storage unit 12 stores the actual usage information associated with the purchase process stage information in the matrix format and the media type information obtained from the consumer regarding the product as described above. Depending on the selection instruction from the menu 20, the same product is assigned to the same product. Performing MPGF process for generating display each AP × RP matrix retrieving information.

  Here, the AP × RP matrix information stored in the intention information database, the expectation information database, and the practical information database is obtained by the control unit 11 from the product provider or consumer via the network 3. The management server 1 can acquire the questionnaire form collected from the consumer by a method such as reading with the input unit 13 and analyzing and acquiring the description.

That is, the management server 1 identifies the product, obtains information on what kind of media is intended to invest in what kind of media at each stage of the purchasing process from the product provider, and acquires each stage of the purchasing process from the consumer. Information on what kind of media is expected to be used is acquired, information on what kind of media is actually used at each stage of the purchasing process is acquired from the consumer, and stored in each database.
In the present invention, in addition to the divergence between intention, expectation and practical use, the divergence between the two parties such as divergence between intention and expectation, divergence between intention and practical use, and divergence between expectation and practical use can be visualized and displayed. In the case of processing only such a divergence between two parties, it is sufficient that the database stores two types of corresponding information.

FIG. 27 shows a more specific example of the AP × RP matrix generated by the control unit 11 and displayed on the screen of the output unit 14.
The AP × RP matrix shown in the figure relates to the product “automobile”, and has a configuration in which each stage of the purchase process is arranged on the horizontal axis and the product information providing media type is arranged on the vertical axis. At the matrix intersection (matrix cell) between the purchase process stage and the media type, a numerical value indicating the degree related to the media is displayed. In the case of the AP × RP matrix of intention information, the numerical value is an investment of the media by the product provider. In the case of the AP × RP matrix of the expected information, the numerical value represents the degree of availability of the consumer user to the medium, and in the case of the AP × RP matrix of the practical information, the numerical value is the consumer user. Represents the actual usage of the media.

Further, in the illustrated example, the control unit 11 displays on the output unit 14 displays 76, 77, and 78 that are indicators of the degree, and displays each indicator display mode (color coding, highlighting, shading, and the like). Matrix matrix of the corresponding degree in the same manner as the identifiable manner).
That is, a matrix cell whose numerical degree is 40% or more is displayed in the same manner as the indicator display 76, and a matrix cell whose degree is 20% to 40% is displayed in the same manner as the indicator display 77. A matrix cell with 20% or less is displayed in the same manner as the index display 78. Thereby, when the AP × RP matrix of intention information, expectation information, and practical information is displayed on the screen, the difference between the same degree of investment, expectation, and practical use becomes visually clear.

  Further, in the example of FIG. 27, the control unit 11 displays on the AP × RP matrix the conductor 79 connecting the highest degree of matrix cells between the stages of the purchasing process, and the intention and expectation between the stages in the purchasing process. The type of product information providing media with large etc. is displayed in the form of a conductor. The control unit 11 may generate and display other levels of conductors, such as medium or low, by setting the level of conductor display, but the degree of intention, expectation, etc. For comparison, a conductive wire connecting a high degree of mesh is preferable.

FIG. 28 to FIG. 30 show screen display examples of an AP × RP matrix when the same “OA device” is a product, FIG. 28 shows an AP × RP matrix of intention information, and FIG. 29 shows AP × RP of expected information . FIG. 30 shows an AP × RP matrix in which intention information and expectation information are displayed in an overlapping manner.

  The AP x RP matrix horizontal axis has the following stages: attention, interest-raising, product understanding, purchase consideration, purchase, utilization support, and dissemination. Corporate Web, direct mail, sales, catalog, fair, telephone, product service, call center are set.

In the example shown in the figure, the control unit 11 displays a conductive wire connecting the highest degree of cells with the numerical value indicating the degree of the matrix cells not displayed and blank.
In the intention information AP × RP matrix in FIG. 28, a product information providing method intended by a customer (product provider) that sells OA equipment is displayed as an assumed purchase lead 80, and the expectation information in FIG. In the AP × RP matrix, a product information providing method expected by a consumer who wants to purchase the OA device to purchase is displayed as a purchase psychological lead 81.

  Then, in response to an overlay display instruction from the input unit 13 by the operator, the control unit 11 displays the AP × RP matrix of these intention information and expectation information on the screen, as shown in FIG. An assumed purchase lead 80 and a purchase psychological lead 81 are displayed on the AP × RP matrix, and a “GAP” mark is placed on a portion where there is a divergence of a predetermined size or more between the assumed purchase lead 80 and the purchase psychological lead 81. 83 is displayed.

For example, a reference value indicating the degree of divergence input by the operator from the input unit 13 is set in the control unit 11, and the control unit 11 determines the degree of separation between conductors on the AP × RP matrix (for example, coordinate value distance). Compared with the reference value, a display (for example, “GAP” mark 83) for clearly indicating the divergence is performed at a position between the conductors having a distance equal to or larger than the reference value on the AP × RP matrix.
The mark clearly indicating between the conductors having a large difference may be a mark of another form, or may be a method of changing the color of the region between these conductors or displaying the highlight. Any mode may be used as long as it can identify the separated portion (deviation portion) on the screen.

Therefore, the difference between the product information providing method intended by the product provider and the product information providing method expected by the consumer can be visualized and evaluated at a glance.
The same applies to the AP × RP matrix of practical information, and a similar screen display is made by the control unit 11 by selecting an arbitrary combination including a conducting wire of practical information.

In addition, by acquiring the expectation and practical information related to the product information provision method from the individual user in a questionnaire format etc., by displaying the expected information and practical information and intention information for each individual user on the same screen, It is possible to easily evaluate the divergence between the expectation and practical use of the individual user and the intention of the product provider for a certain product. Then, if each individual user (expected information or practical information) is displayed in a plurality of screens in an identifiable manner, a wide and objective evaluation can be performed.
As will be described later, a consumer model in which a plurality of users are clustered as their attribute information is generated, and expected information and practical information for each consumer model and product provider intention information are superimposed on the same screen. If displayed, the divergence of the product information providing method between the consumer model and the product provider can be easily evaluated.

<Explanation of consumer model processing>
A process 100 related to the consumer model executed by the client computer 2 having the above configuration will be described with reference to FIGS.
In the process, a process for clustering a plurality of consumers based on factors (personality, behavioral characteristics, product thinking (value), etc.), and the generated user cluster (consumer model) are Processing to be used as a user who is the main body of expected information and practical information in MPGF processing is performed.

Each client computer 2 is connected to and communicates with the management server 1 via the network 3 and can function as an operator's terminal.
In the following description, for convenience, it is assumed that the operator performs processing using the management server 1.

As will be described later, the management server 1 automatically stores the user's personal information in the user information database in the storage unit 12, but the management server 1 automatically performs the process of clustering users according to individual user information acquisition. Alternatively, the management server 1 may start processing in response to an instruction from the operator.
In the following description, for the sake of convenience, it is assumed that the management server 1 performs a user clustering process in response to an operator instruction.

  First, as described in the above MIGF processing and MPGF processing, information about the image of the product information providing medium acquired from the user is the user image information database, information about the expectation of the product information providing media acquired from the user is the expectation information database, Information relating to actual use of the product information providing medium acquired from the user is stored in the storage unit 12 as a practical information database.

  In the present embodiment, when acquiring such database information, the user also provides his / her factor information and attribute information to the management server 1 by answering a questionnaire, and the management server 1 acquires user image information acquired from the user. The factor information and attribute information of the user are stored in the user information database of the storage unit 12 in association with the expected information and the practical information (that is, the survey response regarding the process and the image).

That is, as shown in FIG. 33, the management server 1 identifies each user who has acquired user image information, expectation information, and practical information (survey answer) by a user ID, and identifies a user image information database, an expectation information database, and practical information. It is recorded in the database, and each user is identified by the user ID, and the factor contribution and personal attribute information (age, gender, family composition, etc.) are stored in the user information database.
The factor contribution is factor information representing the personality of the user, and in this example, as described later, the factor contribution is a degree (%) for each factor.

Here, FIG. 32A shows an outline of a consumer model in which a product is a car as an example.
The consumer model 103 is a model for clustering a plurality of users on the basis of the factors, and several model sets having different factor contributions for each product are defined in advance. It is remembered.

FIG. 32 (a) shows a consumer model set in which a product is a car. Each model in the set is identified by a cluster number, and characteristics (carmania etc.) that collectively represent factor contributions are shown. Has been granted.
Factors and their contributions (%) are defined in each consumer model. For example, in a consumer model whose characteristics are Carmania, the factor (contribution: 70 to 90%) as a factor and contribution related to personality, Factors related to behavioral characteristics such as cooperation (contribution level: 20 to 30%) and contributions to the concept of products such as importance level of information acquisition (30 to 40%) and importance level of information transmission (70 to 80%) Consumer personality modeled with these factors and contributions, such as factors and their contributions, importance of functional value (80-90%), importance of emotional value (10-20%), etc. Is stipulated.

On the other hand, the factor information acquired as a questionnaire response from each user has contents as shown in FIG. 32B, for example, corresponding to the factor defining the consumer model.
For example, if the product is a car, factors such as personality questions (performs what you decide) and collaborative questions (combined with each other comfortably) as factors related to personality, For questions about each factor such as questions (I want to know information quickly), etc., and questions about the importance of functional value (I want to give speed) The factor information is acquired from each user with a user answering.

  Although a simple example is used here for the sake of simplicity, for example, a user who sets a plurality of subject matter questions and answers “Yes” to 70% of these questions is The contribution factor of the subjectivity may be 70%, and the other factors may be the same.

  Therefore, the control unit 11 performs a factor analysis process based on the questionnaire response from the user, and as a result of the process, as shown in FIG. 33, the factor contribution degree (independence contribution degree related to personality or Functional value emphasis contribution degree and self-expression emphasis contribution degree etc. regarding the way of thinking about products, such as cooperation contribution degree, information acquisition emphasis degree contribution degree, individual emphasis degree contribution degree, etc., are recorded in the user information database. The In this example, personal attribute information such as age and sex is also acquired and recorded in the questionnaire.

As a result, each user who sent a questionnaire response to the server 1 regarding the image, process, and factor information is recorded with the response content (survey response) related to the image or process and the factor contribution degree in association with each other. In the clustering process, the products are grouped by a consumer model prepared in advance for each product (automobile, OA device, etc.) based on the factor contribution.
That is, by specifying a consumer model, it is possible to specify the content of an answer regarding an image or a process acquired from each user included in the consumer model, and the hobbies, preferences, etc. are common in MPGF processing or MIGF processing. Similar consumer groups can be analyzed.

FIG. 34 shows a concept in which the control unit 11 performs clustering processing and applies the result to MIGF processing or MPGF processing.
In the clustering process, information obtained from individual users (consumers) is subjected to known factor analysis and cluster analysis, and further, profile creation processing to generate the above-described cluster. Then, as shown in FIG. 35, users are classified into consumer models (clusters: CLUS-1 to 9) characterized by factor factors such as preference, situation, psychology, behavior, etc., and the cluster data is subjected to MIGF processing or Applying to MPGF processing, for each consumer model (cluster: CLUS-1 to 9), image for product information providing means, timely expectation for product information providing means, timely use of product information providing means Clarify and visualize the deviation from the intention of the product provider.

Here, when the management server 1 acquires the user image information, expectation information, and practical information transmitted from the client 2 by the user, for example, the user has his / her own factors on the screen of the client 2 along with the user image information and expectation information. A questionnaire input screen provided with a field for inputting information and attribute information may be displayed, and the screen input information may be transmitted to the management server 1.
Further, when the management server 1 acquires user image information, expectation information, and practical information by reading the questionnaire sheet collected from the user by the input unit 13, the user puts his / her own user image information, expectation information, and the like on the questionnaire sheet. A field for entering factor information and attribute information may be provided.

A main menu for selecting and starting the clustering process is displayed on the output unit 14 of the management server 1, and a process related to user clustering is executed by an operator selecting and instructing from the input unit 13.
When a processing program related to user clustering is started, as shown in FIG. 31, the control unit 11 displays a main menu screen 30 for user cluster processing on the output unit 14 and selects a desired process for the operator. Encourage you to. Here, on the main menu screen 30, a mouse pointer is displayed, and execution of each process is started by clicking a screen position indicating a desired process.

The main menu screen 30 is provided with a box 91 for inputting the identification number of the product to be evaluated, and the database or the like to be targeted in each processing is identified by the number entered in this box 91. It becomes.
Further, the main menu screen 30 is provided with a check box 92. In the check box, a “cluster” check box for selecting a process for clustering individual users based on the factor information is clustered. An “apply” check box that allows user data to be used as a user of MIGF processing or MPGF processing is included.

That is, in this embodiment, the MIGF process and the MPGF process are basically performed by individual users, but the operator checks the “apply” check box and selects the “decision” button 94. As will be described later, clustered user information is applied to the subject of these processes.
The main menu screen 30 is provided with a box 93 for inputting a number for designating a user cluster.

Therefore, when the individual user information stored in the user information database is clustered, the management server 1 performs the processing by checking the “cluster” check box 92 and selecting the “decision” button 94. To start.
When the management server 1 performs the processing, it outputs a cluster number for identifying each class and the like, characteristic information of the cluster (for example, carmania), and a number for identifying the product from which the user information is acquired. The operator is notified from the unit 14, and the user data clustered using the operator information is applied to the MIGF process and the MPGF process.

When the management server 1 performs processing for clustering individual user information, the management server 1 temporarily stores the user information clustered in the consumer model (investigation response regarding images and processes) for use in MPGF processing and MIGF processing. .
Therefore, when the cluster number and consumer model characteristics are specified, image information, expectation information, and the like acquired from individual users included in the cluster can be used for processing.

In this embodiment, the management server 1 performs individual factor information processing and clustering processing on individual user information, and the individual image information and expectation information included in the cluster are used as image information and expectation information for each cluster. Etc., and image information and expectation information for each cluster are stored in the cluster data as analysis information.
Therefore, the process of collecting individual image information, expectation information, etc. as image information, expectation information, etc. for each cluster may be performed as necessary, but the image information, expectation information, etc. are prepared in advance for each cluster. By doing so, the subsequent processing can be performed quickly.

  On the other hand, when applying clustered user data to MIGF processing or MPGF processing, when starting the MIGF processing or MPGF processing as described above, the “apply” check box 92 is checked, and the product identification is displayed in the box 91. The management server 1 starts the processing by inputting the number, inputting the cluster number to be applied to the box 93, and selecting the “OK” button 94.

  That is, the management server 1 executes the MIGF process and the MPGF process by applying the specified cluster data (particularly the acquired image and expectation information) for the specified product. Therefore, image information and expectation information of user clusters (consumer models) characterized by hobbies, preferences, etc. are applied to MIGF processing and MPGF processing, so that product information media with images that better meet consumer needs Evaluation / production and evaluation / improvement of product information media provision methods that better meet consumer needs are possible.

That is, when an operator decides a consumer model and starts MPGF processing or MIGF processing, acquisition information (investigation response) relating to individual user processes and images included in the designated consumer model is specified. Is processed with MPGF or MIGF, and the result is displayed on the screen.
For example, in MPGF processing, based on a plurality of answers included in a consumer model, a lead connecting the highest answer frequency is adopted as the purchasing process of the consumer model, and in MIGF processing, the consumer model is used as a consumer model. Based on a plurality of included answers, a position where these answers are biased on the image scale may be adopted as a user image and displayed on the screen as described above.

FIG. 36 shows an example of another display state that uses a consumer model for MPGF processing.
In this example, the control unit 11 uses the degree of expectation (for example, the degree that a consumer wants to provide information in DM) as the vertical axis, and each stage of the purchase process as the horizontal axis, and the result of MPGF processing is the consumer model. The screen is displayed on the output unit 14 as a line graph for each (plus 1 to 9). By adopting such a display mode, it is possible to evaluate at a glance at what time each consumer model expects product information by direct mail (DM).

It is a figure explaining the outline | summary of the process which concerns on the Example of this invention. It is a figure which shows the system configuration | structure which concerns on the Example of this invention. It is a figure which shows the structure of the management server (evaluation apparatus) which concerns on the Example of this invention. It is a figure which shows the main menu screen of the MIGF process which concerns on the Example of this invention. It is a figure which shows the target image input screen which concerns on the Example of this invention. It is a figure explaining the image expression database which concerns on the Example of this invention. It is a figure explaining the image evaluation database which concerns on the Example of this invention. It is a figure which shows the design image evaluation screen which concerns on the Example of this invention. It is a figure explaining the design database which concerns on the Example of this invention. It is a figure which shows the example of the web page (product information provision medium) which concerns on the Example of this invention. It is a figure explaining the design evaluation database based on the Example of this invention. It is a figure which shows the image data selection screen of the merchandise information provision medium based on the Example of this invention. It is a figure which shows the user image input screen which concerns on the Example of this invention. It is a figure explaining the user image information database which concerns on the Example of this invention. It is a figure which shows the display selection screen based on the Example of this invention. It is a figure which shows the image map screen which concerns on the Example of this invention. It is a figure explaining the database for image display which concerns on the Example of this invention. It is a figure which shows the image map screen which superimposed and displayed the target image information which concerns on the Example of this invention. It is a figure which shows the image map screen which superimposed and displayed the design image information and image data based on the Example of this invention. It is a figure which shows the image map screen which superimposed and displayed the user image information which concerns on the Example of this invention. It is a figure which shows the image map screen which displayed the target image information based on the Example of this invention, design image information, and image data in a superimposed manner. It is a figure which shows the image map screen which displayed the deviation display mark by superimposing user image information, target image information, design image information, and image data concerning the Example of this invention. It is a figure explaining the concept of the design production concerning the Example of this invention. It is a figure which shows the main menu screen of the MPGF process which concerns on the Example of this invention. It is a figure explaining the APxRP matrix which concerns on the Example of this invention. It is a figure explaining the purchasing process and merchandise information provision medium based on the Example of this invention. It is a figure which shows AP * RP matrix based on the Example of this invention. It is a figure which shows AP * RP matrix screen of intention information based on the Example of this invention. It is a figure which shows AP * RP matrix screen of expectation information which concerns on the Example of this invention. It is a figure which shows the APxRP matrix screen which accumulated the intention information and expectation information which concern on the Example of this invention. It is a figure which shows the main menu screen of the user clustering process which concerns on the Example of this invention. It is a figure explaining an example of the consumption model and modeling questionnaire which concern on the Example of this invention. It is a figure explaining the relationship between the consumer model which concerns on the Example of this invention, a factor contribution, and a survey reply. It is a figure which shows the relationship of the user clustering process which concerns on the Example of this invention, MIGF process, and MPGF process. It is a figure which shows an example of the user cluster (consumer model) which concerns on the Example of this invention. It is a figure which shows the other display mode of the MPGF process which concerns on the Example of this invention.

Explanation of symbols

1: Management server (evaluation device), 11: Control unit,
12: storage unit, 13: input unit,
14: output unit, 100: user clustering process,
200: MPGF treatment step, 300: MIGF treatment step,

Claims (13)

A method of visualizing a divergence between product information provided by a product provider in a purchasing process related to purchasing a product and product information desired by a consumer of the product in the purchasing process,
Computer storage means
Intention information, which is information obtained from the product provider by identifying the product and indicating the degree of intention to invest in what product information providing medium at each stage of the purchasing process ;
Expectation information, which is information indicating the degree of availability of what kind of product information providing media is expected to be used at each stage of the purchase process, obtained from the product consumer by identifying the product ,
User information, which is a consumer model clustered by the commonality or similarity of factor information, based on the factor information representing the personality acquired from each product consumer, a plurality of product consumers that have acquired expectation information , Hold
The display function of the computer
The intent information and expectation information held in the form of a matrix in which the types of product information providing media are associated with each stage of the purchasing process by sharing the stage of the purchasing process and the type of product information providing media. Discrepancies between the degree of investment in the product information provision method intended by the product provider and the degree of availability of the product information provision method expected by the product consumer model by displaying each model on the same screen. A purchasing process evaluation method characterized by visualizing A method of visualizing a divergence between product information provided by a product provider in a purchasing process related to purchasing a product and product information desired by a consumer of the product in the purchasing process,
Computer storage means
Intention information, which is information obtained from the product provider by identifying the product and indicating the degree of intention to invest in what product information providing medium at each stage of the purchasing process ;
Practical information, which is information that shows how much media was actually used at each stage of the purchasing process, obtained from product consumers by identifying products ,
User information that is a consumer model clustered by the commonality or similarity of factor information, based on factor information representing the personality acquired from each product consumer, a plurality of product consumers that have acquired practical information , Hold
The display function of the computer
The product consumer in a matrix format in which the stored intention information and practical information are shared with the types of product information providing media for each stage of the purchasing process by sharing the stage of the purchasing process and the type of product information providing media. Visualize the difference between the degree of investment in the method of providing product information intended by the product provider and the degree of use of the method of providing product information used by the product consumer model by displaying each model on the same screen. A purchasing process evaluation method characterized by: A method of visualizing a divergence between product information provided by a product provider in a purchasing process related to purchasing a product and product information desired by a consumer of the product in the purchasing process,
Computer storage means
Intention information, which is information obtained from the product provider by identifying the product and indicating the degree of intention to invest in what product information providing medium at each stage of the purchasing process ;
Expectation information, which is information indicating the degree of availability of what kind of product information providing media is expected to be used at each stage of the purchase process, obtained from the product consumer by identifying the product ,
Practical information, which is information that shows how much media was actually used at each stage of the purchasing process, obtained from product consumers by identifying products ,
A user who is a consumer model in which a plurality of product consumers who have acquired expectation information and practical information are clustered according to the commonality or similarity of factor information based on the factor information representing the personality acquired from each product consumer Information, and
The display function of the computer
At least one of the held intention information, expectation information, and practical information is shared between the purchasing process stage and the product information providing media type, and the type of product information providing media is supported at each stage of the purchasing process. In the attached matrix format, each product consumer model is displayed on the same screen, and the difference between at least any one of the degree of investment, the degree of availability, and the degree of use between the methods of providing product information is displayed. A purchasing process evaluation method characterized by visualization. In the purchasing process evaluation method according to any one of claims 1 to 3,
A method for evaluating a purchasing process, characterized in that the display function of the computer displays, on the matrix, a conductive wire connecting the types of product information providing media between the stages of the purchasing process for each information. In the purchasing process evaluation method according to claim 4,
A method for evaluating a purchasing process, wherein the display function of the computer displays a mark indicating a divergence state on a screen where the divergence between the conductors is not less than a predetermined value. A purchasing process evaluation program for causing a computer to perform a process of visualizing a discrepancy between product information provided by a product provider in a purchasing process related to purchasing a product and product information desired by a consumer of the product in the purchasing process,
Intention information, which is information obtained from the product provider by identifying the product and indicating the degree of intention to invest in what product information providing medium at each stage of the purchasing process ;
Expectation information, which is information indicating the degree of availability of what kind of product information providing media is expected to be used at each stage of the purchase process, obtained from the product consumer by identifying the product ,
User information, which is a consumer model clustered by the commonality or similarity of factor information, based on the factor information representing the personality acquired from each product consumer, a plurality of product consumers that have acquired expectation information , With the ability to hold
The intent information and expectation information held in the form of a matrix in which the types of product information providing media are associated with each stage of the purchasing process by sharing the stage of the purchasing process and the type of product information providing media. Discrepancies between the degree of investment in the product information provision method intended by the product provider and the degree of availability of the product information provision method expected by the product consumer model by displaying each model on the same screen. With the ability to visualize
A purchasing process evaluation program characterized by being configured in a computer. A purchasing process evaluation program for causing a computer to perform a process of visualizing a discrepancy between product information provided by a product provider in a purchasing process related to purchasing a product and product information desired by a consumer of the product in the purchasing process,
Intention information, which is information obtained from the product provider by identifying the product and indicating the degree of intention to invest in what product information providing medium at each stage of the purchasing process ;
Practical information, which is information that shows how much media was actually used at each stage of the purchasing process, obtained from product consumers by identifying products ,
User information that is a consumer model clustered by the commonality or similarity of factor information, based on factor information representing the personality acquired from each product consumer, a plurality of product consumers that have acquired practical information , With the ability to hold
The product consumer in a matrix format in which the stored intention information and practical information are shared with the types of product information providing media for each stage of the purchasing process by sharing the stage of the purchasing process and the type of product information providing media. Visualize the difference between the degree of investment in the method of providing product information intended by the product provider and the degree of use of the method of providing product information used by the product consumer model by displaying each model on the same screen. Function to
A purchasing process evaluation program characterized by being configured in a computer. A purchasing process evaluation program for causing a computer to perform a process of visualizing a discrepancy between product information provided by a product provider in a purchasing process related to purchasing a product and product information desired by a consumer of the product in the purchasing process,
Intention information, which is information obtained from the product provider by identifying the product and indicating the degree of intention to invest in what product information providing medium at each stage of the purchasing process ;
Expectation information, which is information indicating the degree of availability of what kind of product information providing media is expected to be used at each stage of the purchase process, obtained from the product consumer by identifying the product ,
Practical information, which is information that shows how much media was actually used at each stage of the purchasing process, obtained from product consumers by identifying products ,
A user who is a consumer model in which a plurality of product consumers who have acquired expectation information and practical information are clustered according to the commonality or similarity of factor information based on the factor information representing the personality acquired from each product consumer A function to hold information,
At least one of the held intention information, expectation information, and practical information is shared between the purchasing process stage and the product information providing media type, and the type of product information providing media is supported at each stage of the purchasing process. In the attached matrix format, each product consumer model is displayed on the same screen, and the difference between at least any one of the degree of investment, the degree of availability, and the degree of use between the methods of providing product information is displayed. The function to visualize
A purchasing process evaluation program characterized by being configured in a computer. In the purchasing process evaluation program according to any one of claims 6 to 8,
The visualization function is a purchasing process evaluation program characterized in that, for each piece of information, a conductive line connecting types of merchandise information providing media between the stages of the purchasing process is displayed on the matrix. In the purchasing process evaluation program according to claim 9,
The visualization function is a purchasing process evaluation program characterized in that a mark indicating a divergence state is displayed on a screen at a portion where the divergence between conductors is not less than a predetermined value. A purchase process evaluation device that visualizes a difference between product information provided by a product provider in a purchasing process related to purchasing a product and product information desired by a consumer of the product in the purchasing process,
Intention information, which is information obtained from the product provider by identifying the product and indicating the degree of intention to invest in what product information providing medium at each stage of the purchasing process ;
Expectation information, which is information indicating the degree of availability of what kind of product information providing media is expected to be used at each stage of the purchase process, obtained from the product consumer by identifying the product ,
User information, which is a consumer model clustered by the commonality or similarity of factor information, based on the factor information representing the personality acquired from each product consumer, a plurality of product consumers that have acquired expectation information , With the ability to hold
The intent information and expectation information held in the form of a matrix in which the types of product information providing media are associated with each stage of the purchasing process by sharing the stage of the purchasing process and the type of product information providing media. Discrepancies between the degree of investment in the product information provision method intended by the product provider and the degree of availability of the product information provision method expected by the product consumer model by displaying each model on the same screen. With the ability to visualize
A purchasing process evaluation device comprising: A purchase process evaluation device that visualizes a difference between product information provided by a product provider in a purchasing process related to purchasing a product and product information desired by a consumer of the product in the purchasing process,
Intention information, which is information obtained from the product provider by identifying the product and indicating the degree of intention to invest in what product information providing medium at each stage of the purchasing process ;
Practical information, which is information that shows how much media was actually used at each stage of the purchasing process, obtained from product consumers by identifying products ,
User information that is a consumer model clustered by the commonality or similarity of factor information, based on factor information representing the personality acquired from each product consumer, a plurality of product consumers that have acquired practical information , With the ability to hold
The product consumer in a matrix format in which the held intention information and practical information are shared with the types of product information providing media for each stage of the purchasing process by sharing the stages of the purchasing process and the types of product information providing media. Visualize the difference between the degree of investment in the method of providing product information intended by the product provider and the degree of use of the method of providing product information used by the product consumer model by displaying each model on the same screen. Function to
A purchasing process evaluation device comprising: A purchase process evaluation device that visualizes a difference between product information provided by a product provider in a purchasing process related to purchasing a product and product information desired by a consumer of the product in the purchasing process,
Intention information, which is information obtained from the product provider by identifying the product and indicating the degree of intention to invest in what product information providing medium at each stage of the purchasing process ;
Expectation information, which is information indicating the degree of availability of what kind of product information providing media is expected to be used at each stage of the purchase process, obtained from the product consumer by identifying the product ,
Practical information, which is information that shows how much media was actually used at each stage of the purchasing process, obtained from product consumers by identifying products ,
A user who is a consumer model in which a plurality of product consumers who have acquired expectation information and practical information are clustered according to the commonality or similarity of factor information based on the factor information representing the personality acquired from each product consumer A function to hold information,
At least one of the held intention information, expectation information, and practical information is shared between the purchasing process stage and the product information providing media type, and the type of product information providing media is supported at each stage of the purchasing process. In the attached matrix format, each product consumer model is displayed on the same screen, and the difference between at least any one of the degree of investment, the degree of availability, and the degree of use between the methods of providing product information is displayed. The function to visualize
A purchasing process evaluation device comprising:

Images