Method and system for effective market research

• US 20090043623A1
• Filed: 08/07/2007
• Published: 02/12/2009
• Est. Priority Date: 08/07/2007
• Status: Abandoned Application

• Current Assignee: Mesh Planning Tools, Ltd.
• Original Assignee: Mesh Planning Tools, Ltd.
• Inventors: Phillips, Stephen Peter, Blades, Fiona Jane
• Application Number:
  US11/890,586
• Publication Number:
  US 20090043623A1
• Time in Patent Office: Days
• US Class Current: 705/7
• CPC Class Codes: G06Q 10/06375 Prediction of business process outcome or impact based on a proposed change
• 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 30/0204 Market segmentation
• CPC Class Codes: G06Q 30/0243 Comparative campaigns

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.

Claims

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.

2. The method of claim 1, further comprising:

during the predetermined period of time, the server computer generating one or more qualitative questions relating to the current participant interactions and providing said qualitative questions to the one or more participants;

the one or more participants generating and transmitting responses to the qualitative questions;

the server computer compiling the responses to the qualitative questions together with the qualitative and quantitative tracking data; and

recommending real-time adjustments to the integrated advertising campaign before the predetermined period of time terminates.

3. The method of claim 1, wherein at least one of the first and second questionnaires are provided via one of face-to-face, telephone, and online over the Internet.

4. The method of claim 1, wherein the first questionnaire comprises one or more screening questions and one or more questions relating to brand awareness, brand usage, advertising awareness, brand image, and brand favorability.

5. The method of claim 1, wherein the communication comprises a code indicative of a brand, a brand touchpoint, a type of interaction, and an effectiveness indicator.

6. The method of claim 5, wherein the communication includes a time and date stamp.

7. The method of claim 5, wherein the communication comprises a text message.

8. The method of claim 5, wherein the participant mobile telecommunication device is at least one of a cellular telephone, a personal digital assistant, and a wireless data transmitter.

9. The method of claim 8, wherein a current participant interaction includes at least one of viewing, hearing, smelling, touching, tasting, using, and purchasing a product associated with one or more of the advertised brands at a specific touchpoint.

10. The method of claim 9, wherein the specific touchpoint comprises at least one of a media channel, a word-of-mouth interaction, and an experiential interaction.

11. The method of claim 1, wherein the second questionnaire comprises qualitative questions relating to participant interactions reported during the predetermined period.

12. The method of claim 1, wherein determining advertising effectiveness comprises determining at least one of brand health, brand image, brand usage, brand behavior, and advertising awareness.

13. The method of claim 12, wherein determining advertising effectiveness further comprises determining a touchpoint rating comprising a percentage of total market ratings achieved by the one or more advertised brands in one or more touchpoints.

14. The method of claim 12, wherein determining advertising effectiveness further comprises determining a brand reach of the one or more brands, said brand reach comprising a measure of relative brand penetration in certain touchpoints.

15. The method of claim 12, wherein determining advertising effectiveness further comprises determining an interaction frequency, said interaction frequency being a measure of the frequency with which a participant interacts with a brand or touchpoint.

16. The method of claim 12, wherein determining advertising effectiveness further comprises determining a cost associated with reaching one or more touchpoints.

17. The method of claim 1, further comprising comparing results from the second questionnaire results with results from the first questionnaire and determining an advertising return-on-investment (ROI) based on the comparison.

18. The method of claim 1, further comprising making recommendations about modifying the integrated advertising campaign in real-time during the predetermined period in response to the displayed qualitative and quantitative tracking data.

19. The method of claim 1, further comprising the one or more participants periodically providing comments and additional data to the server computer for use in determining the advertising effectiveness of the one or more brands.

20. The method of claim 19, wherein the additional data comprises at least one of video data, photographs, and audio data.

21. The method of claim 1, further comprising administering a follow-on group survey with the one or more participants.

22. The method of claim 21, wherein the follow-on group survey is administered as an online group discussion.

23. A computer system comprising:

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.

24. The system of claim 23, wherein the server computer program is configured to:

generate and transmit one or more qualitative questions relating to the participant'"'"'s interaction with the one or more advertised brands; and

compile responses to the qualitative questions, together with the qualitative and quantitative tracking data, to determine an advertising effectiveness of the one or more advertised brands.

25. The system of claim 23, wherein the at least one participant mobile telecommunication device is coupled to the at least one server computer through a network.

26. The system of claim 23, wherein the participant mobile communication device is a cellular telephone, which has SMS capabilities.

27. The system of claim 23, wherein the server computer program is capable of performing the step of providing a third questionnaire and storing and compiling at least one communication relating to the third questionnaire, wherein the third questionnaire comprises an online group discussion.

28. The system of claim 23, wherein the server computer program is capable of performing the step of generating a report based on the determined advertising effectiveness.

29. The system of claim 23, wherein the server computer program is capable of performing the step of translating codes within the messages to a readable text.

30. The system of claim 23, further comprising a participant computer coupled to the at least one server, said participant computer being configured to receive input from the participant, to generate one or more communications relating to the input, and to transmit the communications to the computer server.