Method and system for effective market research
First Claim
1. A method of improving market research to understand the effectiveness of an integrated advertising campaign, the method comprising:
- providing a first questionnaire to one or more participants that includes one or more questions relating to past participant interactions with and beliefs about one or more advertised brands;
for a predetermined period of time after providing the first questionnaire, the one or more participants generating and transmitting, in real-time, a communication from a participant mobile telecommunication device to a server computer each time the one or more participants experiences a current participant interaction with the one or more advertised brands, the communication comprising real-time quantitative and qualitative tracking data;
at the server computer, compiling and displaying the quantitative and qualitative tracking data in real-time;
after the predetermined period of time, providing a second questionnaire to the one or more participants comprising one or more questions relating to the current participant interactions;
compiling the qualitative and quantitative tracking data, and results from the first and second questionnaires to determine an advertising effectiveness of the one or more brands; and
recommending adjustments to the integrated advertising campaign based on the determined advertising effectiveness.
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Abstract
A method of improving market research to understand the effectiveness of advertising campaigns is provided. A first questionnaire is provided to one or more survey participants that includes questions relating to participant'"'"'s prior interactions with and beliefs about one or more advertised brands. For a predetermined time, the participants then go about their normal every day activities and simultaneously, while experiencing an advertisement or a brand, they provide, to a survey administrator, communications related to the brand via a mobile telecommunication device. These communications are compiled and displayed. During the predetermined time, an administrator may recommend real-time adjustments to the advertising campaign based on data collected via the communications. Shortly after the predetermined time ends, a second questionnaire is provided, which relates to the participant'"'"'s interactions during their normal daily activities. The questionnaire responses are compared and along with the information provided in the communications, a determination is made regarding the effectiveness of the advertising that the participants encountered.
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Citations
30 Claims
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1. A method of improving market research to understand the effectiveness of an integrated advertising campaign, the method comprising:
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providing a first questionnaire to one or more participants that includes one or more questions relating to past participant interactions with and beliefs about one or more advertised brands; for a predetermined period of time after providing the first questionnaire, the one or more participants generating and transmitting, in real-time, a communication from a participant mobile telecommunication device to a server computer each time the one or more participants experiences a current participant interaction with the one or more advertised brands, the communication comprising real-time quantitative and qualitative tracking data; at the server computer, compiling and displaying the quantitative and qualitative tracking data in real-time; after the predetermined period of time, providing a second questionnaire to the one or more participants comprising one or more questions relating to the current participant interactions; compiling the qualitative and quantitative tracking data, and results from the first and second questionnaires to determine an advertising effectiveness of the one or more brands; and recommending adjustments to the integrated advertising campaign based on the determined advertising effectiveness. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22)
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23. A computer system comprising:
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at least one server computer; and
,at least one participant mobile telecommunication device coupled to the at least one server computer, the participant mobile telecommunication device being configured to receive input from a participant, the input including information relating to at least one questionnaire provided by the server computer and at least one participant'"'"'s interaction with one or more advertised brands, the mobile telecommunication device being further configured to generate at least one communication relating to the input, wherein the communication comprises real-time qualitative and quantitative tracking data; wherein the at least one server computer comprises at least one computer program being capable of performing the steps of; providing to the participant mobile telecommunication device, a first questionnaire that includes one or more questions relating to past participant interactions with and beliefs about one or more advertised brands; accepting the at least one communication from the participant mobile telecommunication device; storing the at least one communication from the participant mobile telecommunication device; compiling and displaying the qualitative and quantitative tracking data in real-time; providing to the participant mobile telecommunication device, a second questionnaire that includes one or more questions relating to the participant'"'"'s interaction with one or more advertised brands, and compiling the qualitative and quantitative tracking data, and the at least one communication from the participant mobile telecommunication device to determine an advertising effectiveness of one or more advertised brands. - View Dependent Claims (24, 25, 26, 27, 28, 29, 30)
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Specification