DETERMINING STRATEGIES FOR INCREASING LOYALTY OF A POPULATION TO AN ENTITY
First Claim
1. A method for determining a population'"'"'s perceptions related to an object, comprising:
- first requesting at least a one response (R1) from each respondent of a plurality of respondents indicative of the population, wherein each of the responses R1 is a response indicative of why a perception of the object is prevented from being more negative about the object;
second requesting at least one response (R2) from each respondent of a plurality of respondents indicative of the population, wherein each of the responses R2 is a response indicative of why a perception of the object is prevented from being more positive about the object; and
determining a ranking of characteristics of the object, wherein the ranking for each characteristic is dependent upon a number of times the characteristic is identified as a response for the first requesting step, and a number of times the characteristic is identified as a response for the second requesting step.
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Abstract
A method and system is disclosed that provides: (a) a theoretical framework for designing psychological research for uncovering individual decision-making networks, both in terms of sampling requirements and questioning methods, (b) an implementation interface to schedule and administer the appropriate question sequences between an interviewer and a given individual, in real-time, via a web-based system, and (c) a coding and analysis system to summarize and quantify the potential of alternative decision structures to be used to optimize the development of marketing and communication strategies.
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Citations
25 Claims
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1. A method for determining a population'"'"'s perceptions related to an object, comprising:
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first requesting at least a one response (R1) from each respondent of a plurality of respondents indicative of the population, wherein each of the responses R1 is a response indicative of why a perception of the object is prevented from being more negative about the object;
second requesting at least one response (R2) from each respondent of a plurality of respondents indicative of the population, wherein each of the responses R2 is a response indicative of why a perception of the object is prevented from being more positive about the object; and
determining a ranking of characteristics of the object, wherein the ranking for each characteristic is dependent upon a number of times the characteristic is identified as a response for the first requesting step, and a number of times the characteristic is identified as a response for the second requesting step. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9)
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10. A method for determining information related to a population'"'"'s perception of an object, comprising:
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obtaining interview data for conducting an interview session with each of one or more respondents indicative of the population, wherein the interview sessions are for determining perceptions of the object by the respondents, the interview data substantially defining how the interview sessions are conducted;
conducting the interview sessions with each of the respondents;
wherein for each of the respondents, the corresponding interview session is interactive with the respondent for obtaining responsive data related to the respondent'"'"'s perception of the object, wherein the respondent is presented with at least one of;
(i) a first request for a first characteristic of the object that the respondent perceives as more positive than another characteristic of the object;
(ii) a second request for a second characteristic of the object that the respondent perceives as more negative than another characteristic of the object;
storing the responsive data obtained from the respondents, said responsive data including responses to each of;
the questions of (i) and (ii);
coding said stored responsive data using a plurality of categories, each category for identifying respondent responses in the responsive data having a common semantic content that is associated with the category;
determining, for each of at least some of the plurality of categories, a corresponding importance data indicative of an importance of the category, wherein the importance data is a result of a function that is non-decreasing in a number of respondent responses in the category, wherein the category includes responses from both the first and second requests;
determining, for each of at least some of the plurality of categories, a corresponding belief data indicative of a favorable perception of the object by the respondents, wherein the belief data is a result of function that is non-decreasing in a number of respondent responses obtained from the first question; and
ranking at least some of the plurality of categories, wherein for each of the categories ranked, the corresponding ranking is dependent up on the importance data of the category, and the belief data for the category, wherein the ranking provides information for establishing a different perception of the object. - View Dependent Claims (11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23)
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24. A method for predicting how to change a population'"'"'s perception of an object, comprising:
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obtaining interview data for conducting an interview session, with each of one or more respondents indicative of the population, wherein the interview sessions are for determining perceptions of the object by the respondents, the interview data substantially defining how the interview session is conducted;
transmitting on a communication network at least a portion of the interview data to a computer for an interviewer for conducting an interview session with one or more respondents;
for each of the respondents, communicating with a computer for the respondent and with the computer for the interviewer, via the communications network, for conducting the interview session with the respondent, and obtaining responsive data related to the respondent'"'"'s perception of the object, wherein the respondent is presented with each of;
(i) a first request for obtaining a first characteristic of the object that the respondent perceives as more positive than another characteristic of the object;
(ii) a second request for obtaining a second characteristic of the object that the respondent perceives as more negative than another characteristic of the object; and
(iii) a plurality of questions wherein a response from the respondent to a first of the questions is classified within a predetermined hierarchy of classifications, the hierarchy including classifications for;
(a) a perceived attribute of the object, and (b) a corresponding respondent personal value the respondent associates with the attribute, and wherein for a second of the plurality of questions, an additional response is requested for classification within the predetermined hierarchy of the additional response is a different classification in the hierarchy than the classification for the response;
storing the interview data obtained via the communication network, the interview data including data responsive to each of;
the first and second requests, and the plurality of questions;
coding said stored interview data using a plurality of categories, each category for identifying respondent responses in the interview data having a common semantic content that is associated with the category;
determining at least one relationship between some of said categories, wherein said relationship is indicative of how at least some of the respondents associate said some categories, wherein the relationship represents one or more perceptional linkages the respondents are likely to have, and wherein the perceptional linkages extend between a perceived attribute of the object, and a personal value of the respondents;
determining, for each of at least some of the plurality of categories, a corresponding importance data indicative of an importance of the category, wherein the importance data is a result of a function that is non-decreasing in a number of respondent responses in the category, wherein the category includes responses from both the first and second requests;
determining, for each of at least some of the plurality of categories, a corresponding belief data indicative of a favorable perception of the object by the respondents, wherein the belief data is a result of function that is non-decreasing in a number of respondent responses obtained from the first question; and
ranking at least some of the plurality of categories, wherein for each of the categories ranked, the corresponding ranking is dependent up on the importance data of the category, and the belief data for the category;
wherein the ranking and the relationship provide information for predicting a different perception of the object. - View Dependent Claims (25)
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Specification