SYSTEM AND METHOD FOR ANALYSIS AND VISUAL REPRESENTATION OF BRAND PERFORMANCE INFORMATION

• US 20080288331A1
• Filed: 05/16/2008
• Published: 11/20/2008
• Est. Priority Date: 05/18/2007
• Status: Abandoned Application

• Current Assignee: Motista LLC
• Original Assignee: Motista LLC
• Inventors: Laughlin, Scott, Zorfas, Alan, Magids, Scott
• Application Number:
  US12/121,887
• Publication Number:
  US 20080288331A1
• Time in Patent Office: Days
• US Class Current: 705/10
• CPC Class Codes: G06Q 10/063 Operations research, analysis or management
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0203 Market surveys; Market polls
• CPC Class Codes: G06Q 30/0206 Price or cost determination based on market factors

Abstract

A method of, and system for, measuring performance of a brand comprises: receiving, from a plurality of responders, responses to a set of survey questions, the set of survey questions comprising n subsets of questions, n being an integer, each of the n subsets of survey questions being intended to measure respectively corresponding one n attributes of the brand; assigning, for each of said n attributes, a score based on responses to respective corresponding one of the n subsets of questions, wherein said n attributes comprises: a connection attribute relating to perceived quality associated with the measured brand, and a loyalty attribute relating to loyalty towards the brand.

Claims

1. A computer implemented method of validating an effectiveness of a candidate survey question in measuring at least one attribute associated with a plurality of studied subjects, comprising:

collecting from each of n number of responders through a computer network, n being an integer, a plurality of sets of responses to a set of survey questions, said set of survey questions including said candidate survey question, each of said set of survey questions soliciting a numerical value response, each set of said plurality of sets of responses respectively corresponding to responses to said set of survey questions with respect to one of said plurality of studied subjects;

determining, with at least one processor, n first average values, each of said n first average values being an arithmetic average of all responses to each of said set of survey questions with respect to each of said plurality of studied subjects, from an i^th one of said n responders, said i being an integer ranging from 1 to n;

determining, with the at least one processor, a correlation coefficient for said candidate survey question using a formula,

correlation coefficient=[Σ

(variations from mean value for var₁)×

Σ

(variations from mean value for var₂)]/[total number of responders×

standard deviation of both var₁ and var₂],

wherein said var₁ represents n responses to said candidate survey question, and wherein said var₂ is said n first average values; and

determining, with the at least one processor, said effectiveness based on said correlation coefficient.

2. The computer implemented method of validating the effectiveness of the candidate survey question as set forth in claim 1, wherein the formula for determining the correlation coefficient comprises:

3. A computer implemented method of measuring performance quality of a measured brand, comprising:

receiving, from a plurality of responders through a computer network, responses to a set of survey questions, wherein said set of survey questions comprises n subsets of questions, n being an integer, each of said n subsets questions being intended to measure respectively corresponding one of n attributes of said measured brand;

assigning, by operation of at least one processor, for each of said n attributes, a score based on responses to respective corresponding one of said n subsets of questions,

wherein said n attributes comprises;

a connection attribute relating to perceived quality associated with said measured brand, and

a loyalty attribute relating to loyalty towards said measured brand.

4. The computer implemented method of measuring performance quality of said measured brand as set forth in claim 3, wherein said n attributes further comprises:

an experience attribute relating to an existence of one or more experiences while using products of said measured brand.

5. The computer implemented method of measuring performance quality of said measured brand as set forth in claim 4, wherein said n attributes further comprises:

a pricing power attribute relating to perceived fair price on a sliding scale associated with said measured brand.

6. The computer implemented method of measuring performance quality of said measured brand as set forth in claim 3, wherein said connection attributes further comprises:

a transformation connection attribute relating to perceived improvement of quality of life by said measured brand;

an enhancement connection attribute relating to perceived unique benefits offered by said measured brand;

an expectation connection attribute relating to perceived satisfaction of expected quality of said measured brand; and

an assumption connection attribute relating to perceived trustworthiness associated with said measured brand.

7. The computer implemented method of measuring performance quality of said measured brand as set forth in claim 3, wherein said set of survey questions were asked with respect to a plurality of brands including said measured brand, wherein said step of assigning said score comprises:

determining a correlation coefficient for each question of respective one of said n subsets of questions corresponding to i^th one of said n attributes using a formula,

correlation coefficient for m^th question=[Σ

(variations from mean value for var₁)×

Σ

(variations from mean value for var₂)]/[total number of responders×

standard deviation of both var₁ and var₂],

wherein said m is an integer between 1 and a total number of questions in said subset of questions, wherein said var₁ represents responses to said each question of corresponding one of said n subsets of questions, and wherein said var₂ is arithmetic average of responses to all questions of said subset of questions with respect to all of said plurality of brands; and

assigning as said score a weighted average of all responses to said respective one of said n subsets of questions, wherein said correlated coefficient is used as a proportional weight.

8. The computer implemented method of measuring performance quality of said measured brand as set forth in claim 5, further comprising:

plotting, by said at least one processor, each score for a first one through an (n−

1)^th one of said n attributes respectively on a first one thought an m^th one of a plurality of axes to obtain each a first through (n−

1)^th coordinates, said m being an integer;

rotating, by said at least one processor, at least one of said plurality axes by a rotation amount, said rotation amount corresponding to an n^th one of said n attributes; and

drawing, by said at least one processor, at least one three dimensional geometrical shape using each of said first through (n−

1)^th coordinates as nodal points of said at least one three dimensional geographical shape.

9. The computer implemented method of measuring performance quality of said measured brand as set forth in claim 8, wherein:

said at least one three dimensional geometrical shape comprises a polygon having said first through (n−

1)^th coordinates as vertices.

10. The computer implemented method of measuring performance quality of said measured brand as set forth in claim 9, wherein:

said n is four, and wherein said at least one three dimensional geometrical shape comprises a tetrahedron having only said first through (n−

1)^th coordinates as vertices.

11. The computer implemented method of measuring performance quality of said measured brand as set forth in claim 7, wherein said connection attribute further comprises:

a transformation connection attribute relating to perceived improvement of quality of life by said measured brand;

an enhancement connection attribute relating to perceived unique benefits offered by said measured brand;

an expectation connection attribute relating to perceived satisfaction of expected quality of said measured brand; and

an assumption connection attribute relating to perceived trustworthiness and safety associated with said measured brand,

wherein said score for said connection attribute comprises a total connection score, said total connection score being determined using following formula;

total connection score=Σ

(score for assumption connection, if ≧

6);

(score for expectation connection if ≧

6 and score for assumption connection ≧

6);

(score for enhancement connection if ≧

7 and score for expectation connection ≧

6 and score for assumption connection ≧

6);

(score for transformation connection if ≧

7 and score for enhancement connection, if ≧

7, score for expectation connection, if ≧

6 and score for assumption connection, if ≧

6).

23. The system for measuring performance quality of said measured brand according to claim 11, wherein:

said n is 4, and wherein said at least one three dimensional geometrical shape comprises a tetrahedron having only said first through (n−

1)^th coordinates as vertices.

24. The system for measuring performance quality of said measured brand according to claim 23, wherein said n attributes comprises:

a connection attribute relating to perceived quality associated with said measured brand, and

a loyalty attribute relating to loyalty towards said measured brand.

25. The system for measuring performance quality of said measured brand according to claim 24, wherein said n attributes further comprises:

an experience attribute relating to an existence of one or more experiences while using products of said brand.

26. The system for measuring performance quality of said measured brand according to claim 25, wherein said n attributes further comprises:

a pricing power attribute relating to perceived fair price on a sliding scale associated with said measured brand.

27. The system for measuring performance quality of said measured brand as set forth in claim 26, wherein said connection attributes further comprises:

a transformation connection attribute relating to perceived improvement of quality of life by said measured brand;

an enhancement connection attribute relating to perceived unique benefits offered by said measured brand;

an expectation connection attribute relating to perceived satisfaction of expected quality of said measured brand; and

an assumption connection attribute relating to perceived trustworthiness associated with said measured brand,

wherein said score for said connection attribute comprises a total connection score, said total connection score being determined using following formula;

total connection score=Σ

(score for assumption connection, if ≧

6);

(score for expectation connection if ≧

6 and score for assumption connection ≧

6);

(score for enhancement connection if ≧

7 and score for expectation connection ≧

6 and score for assumption connection ≧

6);

(score for transformation connection if ≧

7 and score for enhancement connection, if ≧

7, score for expectation connection, if ≧

6 and score for assumption connection, if ≧

6).

12. A computer implemented method of conveying information of a plurality of attributes, comprising:

plotting, by at least one processor, each of a first one through an n^th one of said plurality of attributes respectively on a first one thought an m^th one of a plurality of axes to obtain each a first through n^th coordinates, each of said n and m being an integer;

rotating, by the at least one processor, at least one of said plurality axes by a rotation amount, said rotation amount corresponding to a (n+1)^th one of said plurality of attributes; and

drawing, by the at least one processor, at least one three dimensional geometrical shape using each of said first through n^th coordinates as nodal points of said at least one three dimensional geographical shape.

13. The computer implemented method of conveying information as set forth in claim 12, wherein:

said n is four, and wherein said at least one three dimensional geometrical shape comprises a tetrahedron having only said first through (n−

1)^th coordinates as vertices.

14. A machine readable storage medium having stored therein one or more instructions for implementing a method of measuring performance quality of a measured brand, said one or more instructions comprising instructions for:

receiving from a plurality of responders responses to a set of survey questions, wherein said set of survey questions comprises n subsets of questions, n being an integer, each of said n subsets questions being intended to measure respectively corresponding one of n attributes of said measured brand;

assigning for each of said n attributes, a score based on responses to respective corresponding one of said n subsets of questions,

wherein said n attributes comprises;

a connection attribute relating to perceived quality associated with said measured brand, and

a loyalty attribute relating to loyalty towards said measured brand.

15. The machine readable storage medium according, to claim 14, wherein said n attributes further comprises:

an experience attribute relating to an existence of one or more experiences while using products of said measured brand.

16. The machine readable storage medium according to claim 15, wherein said n attributes further comprises:

a pricing power attribute relating to perceived fair price on a sliding scale associated with said measured brand.

17. The machine readable storage medium according to claim 14, wherein said connection attributes further comprises:

a transformation connection attribute relating to perceived improvement of quality of life by said measured brand;

an enhancement connection attribute relating to perceived unique benefits offered by said measured brand;

an expectation connection attribute relating to perceived satisfaction of expected quality of said measured brand; and

an assumption connection attribute relating to perceived trustworthiness associated with said measured brand.

18. The machine readable storage medium according to claim 14, wherein said set of survey questions were asked with respect to a plurality of brands including said measured brand, and wherein said one or more instructions further comprises instructions for:

determining a correlation coefficient for each question of respective one of said n subsets of questions corresponding to i^th one of said n attributes using a formula,

correlation coefficient for m^th question=[Σ

(variations from mean value for var₁)×

Σ

(variations from mean value for var₂)]/[total number of responders×

standard deviation of both var₁ and var₂],

wherein said m is an integer between 1 and a total number of questions in said subset of questions, wherein said var₁ represents responses to said each question of corresponding one of said n subsets of questions, and wherein said var₂ is arithmetic average of responses to all questions of said subset of questions with respect to all of said plurality of brands; and

assigning as said score a weighted average of all responses to said respective one of said n subsets of questions, wherein said correlated coefficient is used as a proportional weight.

19. The machine readable storage medium according to claim 16, wherein said one or more instructions further comprises instructions for:

plotting each score for a first one through an (n−

1)^th one of said n attributes respectively on a first one thought an m^th one of a plurality of axes to obtain each a first through (n−

1)^th coordinates, said m being an integer;

rotating at least one of said plurality axes by a rotation amount, said rotation amount corresponding to an n^th one of said n attributes; and

drawing at least one three dimensional geometrical shape using each of said first through (n−

1)^th coordinates as nodal points of said at least one three dimensional geographical shape.

20. The machine readable storage medium according to claim 16, wherein said one or more instructions further comprises instructions for:

plotting along a first axis a first score associated with said connection attribute;

plotting along a second axis a second score and a third score associated with said experience attribute;

plotting along a third axis a fourth score associated with said loyalty attribute;

rotating said third axis by a rotation amount corresponding to a fifth score associated with said pricing power attribute; and

drawing a tetrahedron by using the first through fourth scores as vertices.

21. A system for measuring performance quality of a measured brand, comprising:

a data collection server configured to store, responses of a plurality of responders, to a set of survey questions, wherein said set of survey question comprises n subsets of questions, n being an integer, each of said n subsets questions being intended to measure respectively corresponding one n attributes of said measured brand;

an analytics server in communicative connection with said data collection server, said analytics server being configured to assign, for each of said n attributes, a score based on responses to respective corresponding one of said n subsets of questions,

a graphics server in communicative connection with said analytics server, said graphics server configured to generate a visual representation of said scores for said n attributes, said graphics server including a machine readable storage medium having stored therein one or more instructions for;

plotting each score for a first one through an (n−

1)^th one of said n attributes respectively on a first one thought an m^th one of a plurality of axes to obtain each a first through (n−

1)^th coordinates, said m being an integer,

rotating at least one of said plurality axes by a rotation amount, said rotation amount corresponding to an n^th one of said n attributes, and

drawing at least one three dimensional geometrical shape using each of said first through (n−

1)^th coordinates as nodal points of said at least one three dimensional geographical shape.

22. The system for measuring performance quality of said measured brand according to claim 21, wherein:

said at least one three dimensional geometrical shape comprises a polygon having said first through (n−

1)^th coordinates as vertices.