KR20180119995A - Apparatus and method for proposing concept of new brand or goods through survey based on image - Google Patents

Abstract

According to the present invention, in a concept proposing the concept of new brand or goods, a plurality of images linked to a specific keyword are provided to a plurality of questionnaire participants corresponding to an image-based questionnaire for developing a concept, thereby selecting an image that is highly related to the goods or brand. A positioning map for each framework is generated based on a keyword corresponding to an image selected by the plurality of questionnaire participants, thereby allowing the questionnaire participant to intuitively and easily judge feelings about the target brand or goods. It is possible to suggest a concept suitable for the target brand or product by referring to the characteristics shown on the positioning map for each framework. A concept proposing apparatus includes a framework generation part, a questionnaire execution part, and a positioning map generation part.

Description

[0001] APPARATUS AND METHOD FOR PROPOSING CONCEPT OF NEW BRAND OR GOODS THROUGH SURVEY BASED ON IMAGE [0002]

The present invention relates to online surveys, and more particularly, to providing a plurality of images associated with a specific keyword to a plurality of questionnaires responding to an image-based questionnaire for concept development in a concept proposal of a brand or a product, And a positioning map for each framework is generated based on the keyword corresponding to the image selected by the plurality of survey participants, so that the feeling that the survey participant feels about the target brand or product is intuitively The present invention relates to an image questionnaire-based concept suggesting apparatus and method for allowing a user to easily determine a concept or a concept corresponding to a target brand or a product by referring to characteristics displayed on a positioning map for each framework.

In general, to increase the competitiveness of products or services offered by companies, a systematic understanding of the activities of customers and customers and efficient and effective marketing activities based on them are needed.

However, marketing activities require a lot of money, manpower, and time to collect and process data. Most data collection for marketing is done by hand, so existing marketing support solutions consist of simple modules such as questionnaires and simple statistical analysis have.

On the other hand, the concept of a brand or product in marketing can include everything related to final packaging and branding, from determining which product to manufacture.

For example, a product concept may be a function that a product provides, a variant of how many models, sizes, colors, and so on the product, a quality assurance , Packaging quantity, warranty repair, and customer support.

Therefore, if there is a tool that can accurately suggest the brand or product concept to be developed at the stage of developing such a brand or product so that it can be differentiated from the competitive brand or product, the enterprise can increase the probability of success of the new brand or new product And reduce development costs.

However, in the conventional development of concepts of a brand or a product, a concept developer who has been requested to develop a concept develops a concept in a knowledge range that he knows through a questionnaire survey or a market research by hand, There is no accurate and systematic concept proposal tool that can be differentiated from the conventional concept proposal.

(Patent Literature)

Korean Registered Patent No. 10-1106454 (Registered on Jan. 09, 2012)

Accordingly, in the present invention, a plurality of images linked to specific keywords are provided to a plurality of questionnaire participants corresponding to an image-based questionnaire for concept development in the concept proposal of a brand or a product, So that the questionnaire participant can easily intuitively judge the feelings of the target brand or product by generating a positioning map for each framework based on keywords corresponding to images selected by a plurality of questionnaire participants And to provide a concept suggestion apparatus and method based on an image questionnaire that enables a concept suitable for a brand or a product to be developed to be proposed by referring to characteristics displayed on a positioning map for each framework.

The present invention provides a concept suggesting apparatus based on an image questionnaire, comprising: a framework generating unit for generating a plurality of frameworks for each concept category of the brand or product for conducting a questionnaire project on a brand or product requested to develop a concept; A plurality of images assigned to respective frameworks are provided to the survey participant when the survey participant participates in the survey project, and an image matching the concept of the brand or product among the plurality of images is selected A survey execution unit for collecting image information selected by the questionnaire participant among the plurality of images, and a plurality of keywords corresponding to the selected image information, Positioning to generate positioning maps per framework And a map generating unit.

The method may further include a concept proposal unit for suggesting a concept of the brand or product using the positioning map for each framework.

In addition, the survey execution unit may be configured to perform a plurality of images for the plurality of images for each of the plurality of images, when the selection of the image of the survey participant is completed once, The survey participant causes the survey participant to select an image again, or allows the survey participant to select an image again for the plurality of images a plurality of times in a survey order of the same framework as the one-time survey sequence at a predetermined time interval, And collects a plurality of selected images as image information selected by the participant of the questionnaire.

In addition, the questionnaire execution unit may allow the survey participant to select again a predetermined number of images of the images selected by the question participant for each of the frameworks, And if the keyword is not included in the same semantic category, changes the image to an image matching the selection reason, and if the keyword is not included in the same semantic category, And collecting image selection information of the participant of the survey.

The positioning map generator may combine a plurality of positioning maps among the positioning maps for each framework to generate an integrated positioning map.

In addition, the concept proposing unit may be configured such that the keyword of the image that receives the most selection from the survey participant based on the positioning map for each framework does not overlap with the area where the concept of the competitive brand or the competitive product is located among the plurality of areas located on the positioning map And presents a concept represented by a domain as a concept of a target brand or a product to be developed.

The concept proposing unit may detect a region that does not overlap with a region in which the concept of a competitive brand or a competitive product is located among the plurality of regions and detect a concept represented by an area in which the market value is highest among the detected regions And is proposed as a concept of a target brand or product to be developed.

According to another aspect of the present invention, there is provided an image survey-based concept proposal method comprising the steps of: registering a questionnaire project about a brand or a product for which a concept development is requested and generating a plurality of frameworks for each concept category of the brand or product, Requesting a participant of the questionnaire selected to perform the questionnaire project to participate in the questionnaire project; and, when the participant participates in the questionnaire project, sending a plurality of images assigned to the respective framework to the questionnaire participant Performing a survey to select an image that matches the concept of the brand or product among the plurality of images; collecting image information selected by the survey participant among the plurality of images; Keywords corresponding to image information And a step of generating each of the framework by a positioning map illustrates the implementation by means shown in each of the framework on the coordinates.

Further, the method may further include suggesting a concept of the brand or product using the positioning map for each framework.

In addition, the step of executing the questionnaire may include: when the image selection of the questionnaire participant for a plurality of images for each framework is completed once, the plurality of images To allow the survey participant to select an image again, or to allow the survey participant to select an image again for the plurality of images in a plurality of times in a survey order of the same framework as the one survey order at a predetermined time interval And collecting the most selected images as image information selected by the survey participant in the step of selecting the images again.

The step of executing the questionnaire may include the steps of causing the survey participant to again select a predetermined number of images of the images selected by the survey participant for each of the frameworks, Checking whether a keyword assigned to the re-selected image and a reason for selection of the selected image are included in the same semantic category after receiving the selection reason; and if the selected image is not included in the same semantic category, And collecting the selected images as image selection information of the survey participant.

Also, in the proposal of the concept, the keyword of the image that receives the most selection from the survey participant based on the positioning map for each framework is a region in which a concept of a competitive brand or a competitive product is located among a plurality of regions located on the positioning map And a concept represented by an area that does not overlap with the concept of a target brand or product.

In addition, the step of proposing the concept may include the steps of: detecting an area that does not overlap with a region where a concept of a competitive brand or a competitive product is located among the plurality of regions; To a concept of a target brand or a product to be developed.

According to the present invention, in a concept proposal of a brand or a product, a plurality of images linked to a specific keyword are provided to a plurality of questionnaire participants corresponding to an image-based questionnaire for developing a concept, So that the questionnaire participant can easily intuitively judge the feelings of the target brand or product by generating a positioning map for each framework based on keywords corresponding to images selected by a plurality of questionnaire participants And it is possible to propose a concept suitable for the target brand or product by referring to the characteristic displayed on the positioning map for each framework.

FIG. 1 is a configuration diagram of an image question-based concept presenting system according to an embodiment of the present invention.
FIG. 2 is a diagram illustrating a screen for selecting a framework by concept category according to an embodiment of the present invention.
3 is a diagram illustrating an image selection reason input screen according to an exemplary embodiment of the present invention.
FIGS. 4 to 11 show a positioning map for each framework generated based on information about images selected by a survey participant according to an embodiment of the present invention.
Figure 12 shows an integrated positioning map according to an embodiment of the present invention.
13 is a detailed block diagram of a concept suggesting apparatus according to an embodiment of the present invention.
FIG. 14 shows an operation control flow for suggesting a concept of a target brand or product in a concept suggesting apparatus according to an embodiment of the present invention.

Hereinafter, the operation principle of the present invention will be described in detail with reference to the accompanying drawings. In the following description of the present invention, detailed description of known functions and configurations incorporated herein will be omitted when it may make the subject matter of the present invention rather unclear. The following terms are defined in consideration of the functions of the present invention, and these may be changed according to the intention of the user, the operator, or the like. Therefore, the definition should be based on the contents throughout this specification.

FIG. 1 shows a configuration of an image question-based concept suggestion system according to an embodiment of the present invention.

Hereinafter, operation of each component of the concept question system based on the image questionnaire according to the embodiment of the present invention will be described in detail with reference to FIG.

First, the participant terminal 100 is connected to the system through a communication network such as the Internet, participates in a questionnaire project for developing a concept of a brand or a product performed in the concept suggestion device 150, And a terminal device for inputting a response to an image questionnaire executed according to the execution of the questionnaire project. The terminal device is a terminal device of a survey participant participating in a questionnaire project. For example, a terminal device of a smartphone but are not limited to, smartphones, tablet PCs, notebooks, desktop PCs, and the like.

At this time, the participant of the questionnaire may be an employee such as a developer of the corresponding brand or product in the company who has requested the concept proposal of the brand or the product to be developed, and may be an employee of the specific consumer group selected by the company But it is not limited thereto.

The administrator terminal 130 refers to a terminal device of a manager who plays a role of accessing a concept proposal device through a communication network such as the Internet and selecting a questionnaire participant in connection with the execution of a questionnaire project for the concept proposal of a new brand or product And the information of the selected survey participants can be provided as a concept suggestion device.

The manager terminal 130 may be a terminal of a specialist group that proposes a concept for a development target brand or product requested from a client. In addition, the administrator operating the administrator terminal may be one of any experts in the concept proposal expert group, but is not limited thereto.

The concept suggestion device 150 has a plurality of frameworks for each concept category necessary for a task of suggesting a concept of a development target brand or product requested to develop a cuppesis, requests participation of the questionnaire participant in a questionnaire project , A questionnaire for the concept proposal, and a response to the questionnaire is received by allowing the participant participating in the project to perform an image-based questionnaire provided for each framework. At this time, the participant terminal 100 of the survey participant may display a screen 160 on which a questionnaire project for each framework can be performed, so that the participant of the questionnaire can select a framework for each framework and respond to the questionnaire. However, the present invention is not limited thereto .

In response to the questionnaire response, the concept proposing device 150 generates a positioning map for each frame based on a keyword corresponding to the image selected by the plurality of questionnaire participants, (positioning map), and suggests a concept suitable for the target brand or product by referring to the characteristic displayed on the positioning map. In addition, the concept suggesting apparatus 150 may store image data set in a plurality of frameworks in the framework DB 154 on the storage unit 152. At this time, such a concept proposal apparatus may be, but not limited to, a smart phone, a tablet PC, a notebook, and a desktop PC, which are connectable to a communication network.

Hereinafter, the operation of the concept proposal apparatus 150 will be described in more detail.

First, the concept suggestion apparatus 150 generates a concept category-specific framework for concept proposal. At this time, a plurality of frameworks may be created according to the concept category, and in the process of creating each framework, a process of setting a plurality of images corresponding to specific keywords used in each framework may be included. In addition, the framework may mean an image-based questionnaire for gathering opinions of questionnaire participants by various concept categories on a target brand or product. In constructing such a framework, It may be construed not as a question but as composed of a plurality of images linked to a keyword.

Then, the concept proposal device 150 generates an image-based questionnaire project for concept proposal of the target brand or product. At this time, the concept suggestion device 150 can set a target brand (for example, Mont Blanc) or a product (for example, a premium fountain pen for a gift) to be surveyed and, if necessary, ) Or a product.

In addition, when creating a questionnaire project, a plurality of questionnaire participants, a questionnaire title, and a questionnaire project type (brand diagnosis, competitor comparison analysis, brand development) to respond to the questionnaire can be inputted and designated. In this type of survey project, in the embodiment of the present invention, a concept proposal for a brand or a product is exemplified, but the same process can be applied to a brand or product diagnosis, a competitor comparison analysis, and the like.

Then, the concept proposal device 150 requests participation of the questionnaire to the participant terminal of the questionnaire participant, and the questionnaire participant who is requested to participate in the questionnaire accesses the conceptual suggestion device 150 through the participant terminal 100, And responds to the questionnaire based on the star image.

In this case, when a plurality of predetermined images for each framework provided from the concept proposal device 150 are displayed in a process of responding to the questionnaire, the questionnaire participant intuitively displays an image reminding a brand or a product to be a questionnaire And may not select an image if it determines that there is no image corresponding to the brand or product to be surveyed. Here, the plurality of images may be sequentially displayed, or a plurality of images may be displayed together on one screen.

At this time, eight such frameworks can be created, for example, as shown in FIG. 2 for each concept categroy. These eight frameworks are classified into 1) product detail category, 2) symbol value, 3) , 4) emotional benefit, 5) purpose of purchase, 6) target consumer orientation, 7) design strategy direction, and 8) brand personality.

In this case, if the survey participant first selects a symbol value and starts to respond to the questionnaire, the concept suggestion device 150 displays a plurality of images set in the framework of the symbol value, To select an image that matches the meaning of the product, and to collect information about the image selected by the survey participant.

Next, when the image selection process of each framework is terminated, the concept suggestion unit 150 finally selects the most favorite image among the images selected by the survey participant as shown in FIG. 3, Ask the user to briefly describe the reason for selecting the image, and then collect the final selected image and the reason for selecting the image. At this time, the predetermined number may be set to select at least one to three, for example, but the present invention is not limited thereto.

In this case, the reason for inputting the selection reason is to check whether the keyword assigned to the image selected by each participant in the framework and the keyword considered by the image participant are included in the same category, If the reason for selection is not included in the category of the keyword assigned to the image, it is considered that the participant of the question is mistakenly selected the image, and the image having the keyword corresponding to the reason for selection is changed, It is to raise.

In this case, in the determination of whether or not the image is included in the keyword category, for example, when a certain image is linked with the reliability keyword, the questionnaire participant inputs the reason for selection of the image as " It is possible to judge that reliability and pleasure are not included in the category of the same meaning when the questionnaire participant inputs the reason of selection of the image as "pleasure ". At this time, in setting the categories as above, a plurality of similar keyword combinations that can be included in the same category with respect to the keywords assigned to the images are registered, and when the words included in the similar keyword combinations are input from the question participant as image selection reasons It may be possible to judge that it is included in the category of the same meaning, but the present invention is not limited thereto.

Meanwhile, the concept suggestion device 150 may receive a selection of an image for each frame in a process of responding to a questionnaire based on a framework, and may change the order of a questionnaire per frame, The questionnaire is executed so as to perform the image selection for each frame a plurality of times at intervals of a predetermined time with the same order of the questionnaire, and then the image having the selected number of times may be input as the image information finally selected by the questionnaire participant .

 That is, unlike the prior art, in the embodiment of the present invention, rather than responding to a questionnaire composed of characters, it is possible to intuitively select an image to be viewed and conform to a specific concept category, If the questionnaire is executed so as to perform frame-by-frame image selection a plurality of times at a predetermined time interval with the same order of the questionnaire per framework, the image selection of the questionnaire participant can be changed. In other words, since there is no fixed answer in selecting an image, image selection may be different depending on the environment of the participant at the time of executing the questionnaire or the mood of the participant himself. Therefore, it is more accurate to select the image with the highest number of selections as the image information finally selected by the questionnaire participant after executing the questionnaires for the same framework a plurality of times.

Then, when the survey participant completes the image selection for all of the frameworks and completes the information collection for the image selected by the survey participant, A keyword corresponding to the selected image information for each framework is displayed on the coordinates of a specific graph corresponding to each framework to generate a positioning map.

As shown in FIGS. 4 to 11, such a positioning map converts emotions, which are perceived by concept categories, of the product or brand being developed by the survey participant into keywords of the emotion based on the information about the image selected by the questionnaire participants per framework In a concept area arranged according to a predetermined reference for each framework, a concept area configured in a different form according to a framework, and displayed in a matching manner at a position where a keyword matching the keyword of the emotion is located will be.

Accordingly, the manager who develops the concept of the brand or the product performs the diagnosis of the positioning position of the target brand or the framework of the product based on the positioning map of the target brand or product, and compares / analyzes with the competitor brand It is possible to carry out a brand or product concept proposal, such as finding a region that is not occupied by a competitor's brand or product on the positioning map and suggesting a concept matching the corresponding region as a concept of a target brand or product.

FIGS. 4 to 11 show a positioning map for each framework generated based on information about images selected by a survey participant according to an embodiment of the present invention. Hereinafter, each of the positioning maps will be described in detail with reference to FIGS. 4 to 11. FIG.

First, FIG. 5 shows a positioning map for the symbol value of the target brand or product.

The positioning map for the symbolic value is a map showing the symbolic value projected by the target brand or product to the questionnaire participant through the image-based questionnaire, for example, a survey result of the symbolic value framework, The symbol value of the target brand or product can be derived as the concept of "autonomy" when the symbol value of the target brand or product is displayed in the area coordinate indicating the autonomy of the positioning map in Fig.

At this time, the symbol value of the brand or the product to be developed as a result of the survey on the framework of the symbol value may be displayed in the coordinates of the plurality of regions instead of one region on the positioning map in Fig. As a result of the survey, if the symbol value of the brand or product to be developed is displayed in the coordinates of a plurality of areas, the concept matching with the area where the competitive brand or the product is located is not overlapped with the area where the product or brand is located, It can also be derived as a concept.

Meanwhile, in the embodiment of the present invention, the positioning map is constructed based on the value theory of Schwartz in the configuration of the positioning map showing the symbol value as above, but the present invention is not limited thereto.

Next, FIG. 6 shows a positioning map for the functional benefits of the target brand or product.

The positioning map for these functional benefits is a map showing the functional benefits that the target brand or product is projected to the survey participants through image-based surveys. For example, the survey result about the framework of functional benefits, the target brand or product The functional benefits of the brand or product to be developed can lead to the concept of "functionality ", when the functional benefits of the brand or product to be developed are indicated in the area coordinates, which means" functionality "

At this time, a survey on the framework of these functional benefits shows that the functional benefits of the target brand or product may be displayed in a plurality of coordinates on six coordinates instead of one on the positioning map in Fig. If the survey results show that the functional benefit of the brand or product being developed is displayed in multiple coordinates, the concept that matches the area in which the competitive brand or product is located and the area in which it does not overlap is the concept of the functional benefit of that brand or product .

On the other hand, in the embodiment of the present invention, in the configuration of the positioning map showing the above-mentioned functional benefits, the positioning map is constructed based on the six quality measurement standards based on the ISO / IEC 9126-1 standard, but the present invention is not limited thereto .

Next, Fig. 11 shows a positioning map of the brand personality of the brand or product to be developed as a concept development target.

The positioning map of the brand personality is a map showing the brand personality that the target brand or product is projected to the survey participant through the image based questionnaire. For example, the result of the survey on the brand personality framework, The brand personality of the target brand or product is able to derive the concept of "sophisticated" when the brand personality of the target brand or product is displayed in the area coordinates indicating "refined"

At this time, as a result of the survey on the framework of the brand personality, the brand personality of the target brand or the product may be displayed in a plurality of area coordinates instead of one area on the positioning map in Fig. As a result of the survey, if the brand personality of the target brand or product is displayed in the coordinates of multiple areas, the concept of the brand personality located in the area where the competitive brand or product is located does not overlap with the area where the product is located, It can also be derived as a concept for.

On the other hand, in the embodiment of the present invention, the positioning map is constructed based on the set theory of human characteristics associated with the specific brand of David Aker in the configuration of the positioning map showing the above-mentioned brand personality, but the present invention is not limited thereto.

Fig. 4 shows a positioning map for the product sub-category of the target brand or product.

Figure 7 shows a positioning map for the emotional benefits of the brand or product being developed.

8 shows a positioning map for the purpose of purchasing a brand or product to be developed.

FIG. 9 shows a positioning map for a target consumer tendency of a target brand or product.

FIG. 10 shows a positioning map for a design strategy direction of a target brand or product.

The positioning map shown in FIG. 4 and FIG. 7 to FIG. 10 is a map in which the target brand or product is displayed to the survey participant through the image-based questionnaire, as shown in FIGS. 5 to 6 and 11, A map representing the purpose of purchase, a target consumer tendency, and a design strategy direction, and displays the coordinates on the positioning map of each framework for the target brand or product and displays the concept matched to the area where the coordinates are located, .

In addition, when the positioning map for each framework is generated as described above, the concept suggesting apparatus 150 may integrate a plurality of positioning maps and calculate and display the integrated positioning map.

Figure 12 illustrates an example integrated positioning map according to an embodiment of the present invention.

In Fig. 12, a 16 ㅧ 16 positioning map is constructed by integrating the product detailed category, the design strategy direction, the purchase purpose, and the target consumer orientation positioning map among the individual positioning maps.

12, the concept of the concept development target brand or product is located at the coordinates indicated by reference numeral 1200 on the integrated positioning map integrated with the positioning map of the product detail category, the design strategy direction, the purchase objective, and the target consumer orientation When analyzing the concept of the location, the target brand or product will be surveyed, high-involvement products, modern design, purchasing with functional needs, products purchased with motive factors, high-quality design, and price-oriented customers. As a result, it is possible to suggest the characteristics of the integrated positioning map as the concept of the target brand or product.

On the other hand, in the configuration of the integrated positioning map as described above, it is exemplified that four individual positioning maps such as a product detail category, a design strategy direction, a purchase purpose, and a target consumer orientation are integrally generated in the embodiment of the present invention. However, It does not. That is, it may be configured as an integrated positioning map using four or fewer or a plurality of four or more individual positioning maps.

Then, when the individual positioning maps and the integrated positioning maps for each framework are calculated from the concept suggesting apparatus 150 as described above, this information is provided to an internal expert or an external expert who performs a concept proposal corresponding to the manager, Can refer to the positioning map and the integrated positioning map to suggest a concept for the target brand or product. At this time, in proposing the concept, not only the concept of a target brand or product is suggested, but also a comparative analysis with a competitive brand or a competitive product, which can be differentiated from a preemptive concept of a competitive brand or a competitive product You can also suggest a concept.

Meanwhile, in the embodiment of the present invention described above, the concept suggestion apparatus 150 calculates only a positioning map or an integrated positioning map for each framework through an image-based questionnaire and uses the information about the positioning map to determine an internal or external expert The concept suggesting apparatus 150 may implement the concept automatically based on the information on the positioning map.

In other words, when the individual positioning map and the integrated positioning map are calculated as described above, the concept suggesting apparatus 150 may generate a concept represented by the area of the coordinates in which the keyword of the image that has received the most selection based on the calculated positioning map is located, It can be proposed as a concept of brand or product.

In addition, when the individual concept map and the integrated positioning map are calculated, the concept suggestion apparatus 150 may determine whether the concept of a competitive brand or a competitive product among a plurality of regions in which the keywords of the most selected image are located based on the calculated positioning map A concept represented by an area that does not overlap with a location area can be proposed as a concept of a target brand or a product to be developed.

In addition, when the individual concept map and the integrated positioning map are calculated, the concept suggestion apparatus 150 may determine whether the concept of a competitive brand or a competitive product among a plurality of regions in which the keywords of the most selected image are located based on the calculated positioning map It is possible to detect an area that does not overlap with the area where the competitor is located and to propose a concept represented by the area having the highest market value among the areas in which the competitor is not located,

In this case, when a plurality of areas that do not overlap with the concept of the competitive brand or the competitive product are detected in the process of proposing the concept of the target brand or product as described above, It is possible to propose by concept. However, when a concept represented by a concept that is not overlapped with a concept of a competitive brand or a competitive product is proposed as a concept of a target brand or product, differentiation can be made by comparison with a concept of a competitive brand or a competitive product. However, In the realm, the concept is not popularized, so the market itself consuming the brand or product of the concept may be very small and the market value may be very low.

Accordingly, in the present invention, the size of the consumer market for the concept representing each area on the positioning map is examined in advance, information on the market value for each region corresponding to the size of the consumer market is constructed in the market value DB, The concept of a product or a brand to be developed can be proposed as a concept represented in a region where the market value is the highest among the regions where competitors are not located. Accordingly, a more accurate concept can be proposed.

FIG. 13 shows a detailed block configuration of the concept proposal apparatus 150 according to an embodiment of the present invention. The communication proposal apparatus 150 includes a communication unit 300, a framework generation unit 302, a questionnaire execution unit 304, a positioning map generation unit 306 A concept proposal unit 308, a control unit 310, a memory unit 312, and the like.

Hereinafter, the operation of each component of the concept suggesting apparatus 150 will be described in more detail with reference to FIG.

The communication unit 300 may be connected to the participant terminal 100 or the administrator terminal 130 through a communication network and may exchange data transmitted and received between the participant terminal or the administrator terminal and the concept proposal apparatus 150, interface.

That is, for example, the communication unit 300 transmits a project participation request to the participant terminal 100 of the corresponding question participant selected to participate in the project according to the execution of the questionnaire project, A response can be input. The questionnaire response may be image selection information in which a questionnaire participant selects an image corresponding to a target brand or product for a plurality of images set for each framework.

The framework generating unit 302 generates a questionnaire project for conceptual suggestion of a target brand or product and generates a plurality of frameworks for performing a questionnaire project.

In this case, the term 'framework' may mean a question category by concept category for collecting opinions of survey participants by various concept categories for a target brand or product. In constructing such a framework, But may be constructed from a plurality of images linked with keywords.

In addition, eight such frameworks can be created for each concept category, for example, as shown in FIG. 2, and these eight frameworks can be classified into three categories: 1) product subcategory, 2) symbolic value, 3) functional benefit, 4) emotional benefit , 5) purpose of purchase, 6) target consumer orientation, 7) design strategy direction, and 8) brand personality.

The questionnaire execution unit 304 registers a questionnaire project about a brand or a product for which a concept development is requested, requests participation of a questionnaire to a questionnaire participant selected to perform an image-based questionnaire project, And provides a plurality of images corresponding to the respective frameworks to the survey participant. In addition, among the images provided for each framework, the questionnaire participant executes a questionnaire by selecting an image matching the development target brand or product, and then collects image information selected by the questionnaire participant from the images provided for each framework .

In addition, when the image selection process of each framework is terminated, the questionnaire execution unit 304 allows the user to finally select the most favorite image among the images selected by the questionnaire participant as shown in FIG. 3, Ask the user to briefly describe the reason for selecting the image, and then collect the final selected image and the reason for selecting the image. At this time, the predetermined number may be set to select at least one to three, for example, but the present invention is not limited thereto.

That is, the questionnaire executing unit 304 allows the questionnaire participant to select again a predetermined number of images among the images selected by the questionnaire participant for each framework, the reason for selection of the selected image again And if the keyword is not included in the same semantic category, the image is changed to an image corresponding to the selection reason, and if the keyword is not included in the same semantic category, It can also be collected by participant's image selection information.

In this case, the reason for inputting the selection reason as described above is to check whether the keyword assigned to the image selected by each participant in the framework and the keyword considered by the image participant are included in the same category, If the reason is not included in the category of the keyword assigned to the image, it is considered that the participant of the question is mistakenly selected as the image, and the image selection of the question participant is changed by the image having the keyword corresponding to the reason for selection, It is for this reason.

In this case, in the determination of whether or not the image is included in the keyword category, for example, when a certain image is linked with the reliability keyword, the questionnaire participant inputs the reason for selection of the image as " It is possible to judge that reliability and pleasure are not included in the category of the same meaning when the questionnaire participant inputs the reason of selection of the image as "pleasure ". At this time, in setting the categories as above, a plurality of similar keyword combinations that can be included in the same category with respect to the keywords assigned to the images are registered, and when the words included in the similar keyword combinations are input from the question participant as image selection reasons It may be possible to judge that it is included in the category of the same meaning, but the present invention is not limited thereto.

Meanwhile, the questionnaire execution unit 304 may receive the answer to the questionnaire based on the framework in the course of performing the response to the questionnaire based on the framework, The questionnaire is executed so as to perform the image selection for each frame a plurality of times at intervals of a predetermined time with the same order of the questionnaire, and then the image having the selected number of times may be input as the image information finally selected by the questionnaire participant .

In other words, the questionnaire executing unit 304 may perform a plurality of image selection processes for a plurality of images for a plurality of images in a plurality of times while randomly changing a survey order of the framework, The survey participant causes the survey participant to select an image again or the survey participant selects the image again for the plurality of images in a plurality of times in a survey sequence of the same framework as the one survey, The most frequently selected images may be collected as image information selected by the survey participant.

At this time, unlike the prior art, in the embodiment of the present invention, rather than responding to a questionnaire composed of characters, it is possible to intuitively select an image to be viewed and conform to a specific concept category, If the questionnaire is executed so as to perform frame-by-frame image selection a plurality of times at a predetermined time interval with the same order of the questionnaire per framework, the image selection of the questionnaire participant can be changed. In other words, since there is no fixed answer in selecting an image, image selection may be different depending on the environment of the participant at the time of executing the questionnaire or the mood of the participant himself. Therefore, it is more accurate to select the image with the highest number of selections as the image information finally selected by the questionnaire participant after executing the questionnaires for the same framework a plurality of times.

The positioning map generation unit 306 generates a positioning map, which is realized by mapping the keywords corresponding to the image information selected for each frame based on the image information selected by the questionnaire participant for each framework to the coordinates of the specific graph corresponding to each framework.

In this case, the positioning map may be a map in which the keywords corresponding to the image information selected by the questionnaire participant are schematized on the coordinates represented by the respective frameworks. That is, as shown in FIG. 4 to FIG. 11, the positioning map may include an emotion felt by a concept participant for a product or a brand to be developed by a survey participant based on the information about the image selected by the survey participant according to the framework, In a concept area arranged in accordance with a predetermined reference for each framework. The concept area is matched to a point at which a keyword corresponding to the keyword of the emotion is located, .

In this way, when creating positioning maps for each framework, it is possible to intuitively and easily judge the feelings of the concept category for the target brand or product by the questionnaire participant. 3) functional benefits, 4) emotional benefits, 5) purpose of purchase, 6) target consumer orientation, 7) design strategy, and 7) design strategy, as shown in FIGS. 4 to 11, Direction, and 8) brand personality.

In addition, when the positioning map for each framework is generated as described above, the positioning map generating unit 306 may combine a plurality of positioning maps to generate an integrated positioning map.

12, the concept of a brand or product to be developed is located at a coordinate indicated by reference numeral 1200 on an integrated positioning map in which a product detailed category, a design strategy direction, a purchase objective, and a positioning map of a target consumer tendency are combined . In this case, when using the integrated positioning map as above, the target brand or product is projected to the questionnaire participant by high-involvement product, modern design, purchase with functional desire, product purchased with motive factor, high-grade design, price-oriented customer Therefore, the concept proposal unit can suggest the concept of the target brand or product by referring to the characteristics shown on the integrated positioning map as described above.

On the other hand, in the configuration of the integrated positioning map as described above, it is exemplified that four individual positioning maps such as a product detail category, a design strategy direction, a purchase purpose, and a target consumer orientation are integrally generated in the embodiment of the present invention. However, It does not. That is, it may be configured as an integrated positioning map using four or fewer or a plurality of four or more individual positioning maps.

The concept proposal unit 308 proposes a brand concept of the target brand or product based on the positioning map information.

At this time, the concept proposing unit 308, for example, when calculating the individual positioning maps and the integrated positioning maps, calculates the position and the position of each of the plurality of survey participants based on the calculated positioning map, The concept can be proposed as the concept of the target brand or product to be developed.

If the concept proposing unit 308 calculates the individual positioning map and the integrated positioning map, the concept of the competitive brand or the competitive product among the plurality of areas in which the keyword of the image selected most frequently based on the calculated positioning map is located A concept represented by an area that does not overlap with a location area can be proposed as a concept of a target brand or a product to be developed.

If the concept proposing unit 308 calculates the individual positioning map and the integrated positioning map, the concept of the competitive brand or the competitive product among the plurality of areas in which the keyword of the image selected most frequently based on the calculated positioning map is located It is possible to detect an area that does not overlap with the area where the competitor is located and to propose a concept represented by the area having the highest market value among the areas in which the competitor is not located,

Accordingly, the concept proposal unit 308 diagnoses the position of the positioning map on the basis of the framework of the target brand or product based on the positioning map of the product or the brand of the target of the concept development, and compares / analyzes with the competitor's brand At the same time, it is possible to develop a brand or a product concept such as finding a region that is not occupied by a competitor brand or product on the positioning map and suggesting a concept corresponding to the region as a concept of a target brand or product.

The control unit 310 controls the operation of the communication unit 300, the framework generating unit 302, the questionnaire executing unit 304, the positioning map generating unit 304, (306), and the overall operation of the concept proposal unit (308).

FIG. 14 shows an operation control flow for suggesting a concept of a target brand or product in a concept suggesting apparatus according to an embodiment of the present invention. Hereinafter, embodiments of the present invention will be described in detail with reference to FIGS. 1 to 14. FIG.

First, the concept proposing apparatus 150 generates an image-based questionnaire project for a concept proposal of a development target brand or a product that is requested to develop a concept (S1400). At this time, the concept suggestion device 150 sets a target brand (for example, Mont Blanc) or a product (for example, a luxury fountain pen) to be surveyed and sets a competitive brand It is possible.

In addition, when creating a questionnaire project, a plurality of questionnaire participants, a questionnaire title, and a questionnaire project type (brand diagnosis, competitor comparison analysis, brand development) to respond to the questionnaire can be inputted and designated. In this survey project type, in the embodiment of the present invention, the concept proposal of the target brand or product is exemplified, but the same process can be applied to the brand diagnosis and the competitor comparative analysis.

At this time, in selecting a survey participant, the survey participant may be selected from the manager terminal 130 by inputting information on the participant of the survey. For example, the participant of the survey may include, for example, A plurality of related employees such as a developer of the brand or product, or a plurality of consumers belonging to a specific consumer group selected by a company requesting the concept proposal, but the present invention is not limited thereto.

Next, the concept suggestion device 150 generates a framework for conceptual proposal of a brand or a product (S1402). At this time, a plurality of frameworks may be created according to concept categories, and in the process of creating each framework, a process of setting a plurality of images symbolizing specific keywords used in each framework may be included. In addition, such a framework may refer to questionnaires by concept category for collecting opinions of survey participants by various concept categories on a brand or a product to be developed as a concept. In constructing such a framework, Or a query using a language, but rather a plurality of images linked to a keyword.

Then, the concept proposal device 150 requests participation of the questionnaire to the participant terminal of the participant of the questionnaire (S1404), and the participant of the questionnaire requested to participate in the questionnaire is connected to the brand concept proposal device through the participant terminal to participate in the questionnaire project do.

In operation S1406, the concept proposal device 150 displays a plurality of images corresponding to the respective frameworks to the questionnaire participant, and selects an image judged to match the target brand or product.

Accordingly, when a plurality of predetermined images for each framework provided from the concept suggesting device 150 are displayed in the course of performing a response to the questionnaire, the questionnaire participant intuitively And may not select an image if it is determined that there is no image corresponding to the brand or product to be surveyed. Here, the plurality of images may be sequentially displayed, or a plurality of images may be displayed together on one screen.

In this case, 8 such frameworks can be created as shown in FIG. 2, for example, as shown in FIG. 2, and the eight frameworks are classified into 1) product subcategory, 2) symbolic value, 3) functional benefit, 4) emotional Benefits, 5) purpose of purchase, 6) target consumer orientation, 7) design strategy direction, and 8) brand personality.

That is, when the question participant selects a symbol value first and starts a response to the questionnaire, the concept suggesting device 150 displays a plurality of images set in the symbol value framework so that the question participant can select a product or a brand (S1408). The image-based questionnaire is executed for each of the frameworks, and the information about the image selected by the questionnaire participant for each framework is collected (S1408).

At this time, in the process of collecting the image information, the concept suggestion unit 150 finally selects the most favorite image among the images selected by the survey participant as shown in FIG. 3 during the image selection process of each framework Asking the selected image to briefly describe the reason for selecting the image, and then collecting the final selected image and the reasons for selecting the image. At this time, the predetermined number may be set to select at least one to three, for example, but the present invention is not limited thereto.

In this case, the reason for inputting the reason for selection is to check whether the keyword assigned to the image selected by the participant in each framework and the keyword considered by the image participant are included in the same category, Is not included in the category of the keyword assigned to the image, it is considered that the participant of the questionnaire mistakenly selected the image, and the image having the keyword corresponding to the reason for selection is changed to change the image selection of the questionnaire participant so as to increase the accuracy of the questionnaire to be.

In addition, in the process of collecting the image information, the concept proposal apparatus 150 may receive a single selection of an image for each frame from the survey participant in the image selection process of each framework, and may change the order of the questionnaire per framework, The user may be asked to perform image selection for each frame a plurality of times at intervals of a predetermined time interval, and then the image having a large number of times selected may be input as image information finally selected by the participant of the survey.

Then, when the survey participant completes the image selection for all of the frameworks and completes the information collection for the image selected by the survey participant, (S1410). In step S1410, a keyword corresponding to the selected image information for each framework is displayed on the coordinates of a specific graph corresponding to each framework.

As shown in FIG. 4 to FIG. 11, the positioning map is a map in which the feelings felt by the survey items about the product or the brand to be developed by the survey participant are placed in the concept area arranged according to predetermined criteria for each framework, A keyword corresponding to the concept is arranged in concept regions formed in different forms, a keyword corresponding to the image is calculated based on the information about the image selected by the survey participant in each framework, .

In this way, when the positioning map for each framework is generated, it is possible to intuitively and easily judge the feelings of the questionnaire participants about the target brand or product.

In this case, when the positioning map for each framework is generated as described above, the concept suggestion apparatus 150 may integrate a plurality of positioning maps and generate an integrated positioning map as shown in FIG.

12, the concept of the concept development target brand or product is located at the coordinates indicated by reference numeral 1200 on the integrated positioning map integrated with the positioning map of the product detail category, the design strategy direction, the purchase objective, and the target consumer orientation . In this case, when using the integrated positioning map as above, the target brand or product is projected to the questionnaire participant by high-involvement product, modern design, purchase with functional desire, product purchased with motive factor, high-grade design, price-oriented customer Therefore, it is possible to propose the concept of the target brand or product by referring to the characteristics shown on the integrated positioning map as described above.

When the individual positioning maps and the integrated positioning maps for each framework are calculated as described above, the concept suggesting apparatus 150 can suggest a concept for the target brand or product by referring to the positioning map and the integrated positioning map (S1412) . At this time, in proposing the concept, not only the concept of a target brand or product is suggested, but also a comparative analysis with a competitive brand or a competitive product, which can be differentiated from a preemptive concept of a competitive brand or a competitive product You can also suggest a concept.

In other words, in proposing the concept, the concept suggestion device 150 generates a concept representative of a region of a coordinate where a keyword of the most selected image is located based on, for example, an individual positioning map and an integrated positioning map, Or as a concept of the product.

In addition, the concept proposing apparatus 150 may include a plurality of areas in which a keyword of an image that has received the most selection based on an individual positioning map and an integrated positioning map is located, an area in which a concept of a competitive brand or a competitive product is not overlapped A representative concept can be proposed as a concept of a target brand or a product to be developed.

In addition, the concept suggestion apparatus 150 may include an area that does not overlap with an area where a concept of a competitive brand or a competitive product is located among a plurality of areas in which keywords of the most selected image are located based on an individual positioning map and an integrated positioning map The concept of the target product or brand can be proposed as a concept that is representative of the highest region of the market branch among the regions in which the competitor is not located.

As described above, according to the present invention, in the concept proposal of a brand or a product, it is possible to provide a plurality of images linked to a specific keyword to a plurality of question participant responding to an image-based questionnaire for concept development, And a positioning map for each framework is generated based on the keyword corresponding to the image selected by the plurality of survey participants, so that the feelings of the survey participant about the target brand or product can be intuitively It makes it easy to judge and suggest a concept suitable for the target brand or product by referring to the characteristic displayed on the positioning map of each framework.

Combinations of the steps of each flowchart attached to the present invention may be performed by computer program instructions. These computer program instructions may be loaded into a processor of a general purpose computer, special purpose computer, or other programmable data processing apparatus so that the instructions, which are executed via a processor of a computer or other programmable data processing apparatus, Lt; / RTI > These computer program instructions may also be stored in a computer usable or computer readable memory capable of directing a computer or other programmable data processing apparatus to implement the functionality in a particular manner so that the computer usable or computer readable memory It is also possible to produce manufacturing items that contain instruction means for performing the functions described in each step of the flowchart. Computer program instructions may also be stored on a computer or other programmable data processing equipment so that a series of operating steps may be performed on a computer or other programmable data processing equipment to create a computer- It is also possible for the instructions to perform the processing equipment to provide steps for executing the functions described in each step of the flowchart.

In addition, each step may represent a module, segment, or portion of code that includes one or more executable instructions for executing the specified logical function (s). It should also be noted that in some alternative embodiments, the functions mentioned in the steps may occur out of order. For example, the two steps shown in succession may in fact be performed substantially concurrently, or the steps may sometimes be performed in reverse order according to the corresponding function.

While the invention has been shown and described with reference to certain preferred embodiments thereof, it will be understood by those skilled in the art that various changes and modifications may be made without departing from the spirit and scope of the invention. Accordingly, the scope of the invention should not be limited by the described embodiments but should be defined by the appended claims.

100: participant terminal 130: administrator terminal
150: Concept proposal device 300:
302: Framework generation unit 304: Survey execution unit
306: Positioning map generating unit 308: Concept proposal unit
310: control unit 312: memory unit

Claims (14)

A framework generation unit for generating a plurality of frameworks for each concept category of the brand or product for carrying out a questionnaire project on a brand or product for which concept development is requested,
The method comprising the steps of: registering the questionnaire project and providing a plurality of images assigned to respective frameworks to the questionnaire participant when the questionnaire participant participates in the questionnaire project; A survey execution unit for collecting image information selected by the survey participant among the plurality of images,
And a positioning map generation unit for generating a positioning map for each framework, which is implemented by schematically representing the meaning represented by the keyword corresponding to the selected image information in each framework,
Based on the image data. The method according to claim 1,
And a concept proposal unit for suggesting a concept of the brand or product using the positioning map for each framework. The method according to claim 1,
The question-
Wherein when the selection of the image of the survey participant for the plurality of images for each framework is completed once, the survey participant repeatedly selects the image for the plurality of images a plurality of times while randomly changing the survey order of the framework Or to allow the survey participant to select an image again for the plurality of images in a survey order of the same framework as the one survey order at a predetermined time interval, Based on image information selected by the user. The method according to claim 1,
The question-
Selecting one of the images selected by the survey participant for each of the frameworks so as to re-select a predetermined number of images of the survey participant most liked by the survey participant, receiving a selection reason for the selected image again, If the keyword and the selection reason of the image are included in the same semantic category, and if the keyword is not included in the same semantic category, the image is changed to an image matching the selection reason, A conceptual suggestion device based on image survey to collect. The method according to claim 1,
Wherein the positioning map generator comprises:
And a plurality of positioning maps among the positioning maps for each framework are combined to generate an integrated positioning map. The method according to claim 1,
The concept proposing unit,
The keyword of the image selected most from the survey participants based on the positioning map for each framework is developed in a region that does not overlap with the region where the concept of the competitive brand or the competitive product is located among the plurality of regions located on the positioning map Concept suggestion device based on image questionnaire that proposes as concept of target brand or product. The method according to claim 6,
The concept proposing unit,
Detecting a region that does not overlap with a region in which a concept of a competitive brand or a competitive product is located among the plurality of regions and detecting a concept represented by an area in which the market value is highest among the detected regions, The proposed concept based on image questionnaire. Creating a plurality of frameworks for each concept category of the brand or product for registering a questionnaire project for a brand or product requested to develop a concept and performing the questionnaire project,
Requesting a survey participant selected to perform the survey project to participate in the survey project;
A questionnaire providing a plurality of images assigned to respective frameworks to the survey participant when the survey participant participates in the questionnaire project and selecting an image corresponding to the concept of the brand or product among the plurality of images Executing,
Collecting image information selected by the survey participant among the plurality of images,
A step of generating a positioning map for each of the frameworks, which is implemented by schematically representing the meaning represented by the keyword corresponding to the selected image information in each framework,
A method for proposing an image based on an image questionnaire. 9. The method of claim 8,
And proposing the concept of the brand or product using the positioning map for each framework. 9. The method of claim 8,
The step of executing the questionnaire comprises:
Wherein when the selection of the image of the survey participant for the plurality of images for each framework is completed once, the survey participant repeatedly selects the image for the plurality of images a plurality of times while randomly changing the survey order of the framework Allowing the survey participant to again select an image for the plurality of images a plurality of times in a survey order of the same framework as the one survey order at regular time intervals;
Collecting the most-selected image as image information selected by the question participant in the step of selecting the image again
A method for proposing an image based on an image questionnaire. 9. The method of claim 8,
The step of executing the questionnaire comprises:
Allowing the survey participant to again select a predetermined number of images of the images selected by the survey participant for each framework,
Checking whether a keyword assigned to the re-selected image and a reason for selection of the selected image are included in the same semantic category after receiving a re-selection reason for the re-selected image;
If the image is not included in the same meaning category, changing the image to an image matching the selection reason and collecting the selected image as image selection information of the question participant
A method for proposing an image based on an image questionnaire. 10. The method of claim 9,
In proposing the concept,
The keyword of the image selected most from the survey participants based on the positioning map for each framework is developed in a region that does not overlap with the region where the concept of the competitive brand or the competitive product is located among the plurality of regions located on the positioning map A method of proposing an image questionnaire based on a concept of a target brand or product. 10. The method of claim 9,
The step of proposing the concept comprises:
Detecting an area that does not overlap with an area where a concept of a competitive brand or a competitive product is located among the plurality of areas;
A step of proposing a concept represented by a region in which the market value is highest among the detected regions as a concept of a target brand or product
A method for proposing an image based on an image questionnaire. A computer program for causing a processor to perform the method of any one of claims 8 to 13.

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