SYSTEM AND METHOD FOR MEASURING USER RESPONSE

• US 20090271740A1
• Filed: 04/24/2009
• Published: 10/29/2009
• Est. Priority Date: 04/25/2008
• Status: Abandoned Application

• Current Assignee: MSM.ARS, LLC
• Original Assignee: MSM.ARS, LLC
• Inventors: Ryan-Hutton, Lisa M., Crang, Douglas E.
• Application Number:
  US12/429,733
• Publication Number:
  US 20090271740A1
• Time in Patent Office: Days
• US Class Current: 715/835
• CPC Class Codes: G06F 3/04847 Interaction techniques to control parameter settings, e.g. interaction with sliders or dials
• CPC Class Codes: G06Q 30/00 Commerce

Abstract

A system and method for measuring user response to a stimulus, such as an advertisement, includes displaying the stimulus to the user, displaying a color bar to the user, and receiving a selection of a color from the color bar made by the user in response to the stimulus. The color bar may include a plurality of colors of various intensities and tones. Based on the color selected by the user, an emotional response metric to the stimulus may be determined. The emotional response metric may include, for example, the percentage of users selecting intense colors in response to the stimulus, the percentage of users selecting a particular tone of colors in response to the stimulus, and/or the percentage of users selecting a particular color in response to the stimulus.

Claims

1. A computer comprising:

a display;

a processor; and

a memory device electrically coupled to the processor, the memory device having stored therein a plurality of instructions that, when executed by the processor, cause the processor to;

display a stimulus to a user on the display;

display a color bar to the user on the display, the color bar including a plurality of different colors;

display a question related to the advertisement to the user on the display, the question requesting the user to select one of the colors of the color bar; and

receive a selection of one of the colors of the color bar made by the user in response to the question.

2. The computer of claim 1, wherein the stimulus is an advertisement.

3. The computer of claim 1, wherein the color bar comprises a plurality of icons, each icon having a color corresponding to one of the plurality of different colors.

4. The computer of claim 1, wherein the color bar comprises a grid of colored icons, the grid having a plurality of columns and at least two rows.

5. The computer of claim 4, wherein each column of the grid corresponds to a different color.

6. The computer of claim 5, wherein the grid includes a first row and a second row of colored icons, the color of each colored icon of the second row having a lesser intensity than the color of the corresponding colored icon of the first row of the same column.

7. The computer of claim 6, wherein the plurality of instructions further cause the processor to receive selections from a plurality of users and determine a percentage value indicative of the percentage of users that chose a particular intensity.

8. The computer of claim 4, wherein each colored icon is arranged in the grid based on the tone of the color of the colored icon.

9. The computer of claim 8, wherein each colored icon having a warm color tone is positioned toward a first end of the grid, each colored icon having a cool color tone is positioned toward the center of the grid, and each colored icon having a neutral color tone is positioned toward a second end of the grid opposite the first end.

10. The computer of claim 9, wherein the plurality of instructions further cause the processor to receive selections from a plurality of users and determine a percentage value indicative of the percentage of users that chose a particular color tone.

11. The computer of claim 1, wherein the color bar includes the following colors positioned in the following left-to-right arrangement:

red, orange, yellow, pink, green, blue, purple, black, and white.

12. The computer of claim 1, wherein each color of the color bar is defined according to a predetermined 24-bit RGB representation.

13. The computer of claim 12, wherein the color bar includes colors defined by the following 24-bit RGB representations:

(255, 0,

     0);

(255, 167,

     167);

(255, 102,

     0);

(255, 180,

     129);

(255, 255,

     0);

(255, 255,

     129);

(0, 176,

     0);

(133, 255,

     133);

(0, 0,

     255);

(139, 139,

     255);

(153, 0,

     204);

(186, 140,

     220);

(255, 0,

     204);

(255, 175,

     240);

(0, 0,

     0);

(173, 173,

     173);

(255, 255,

     255); and

(240, 240,

     240).

14. The computer of claim 1, wherein the plurality of instructions further cause the processor to receive selections from a plurality of user and determine a percentage value indicative of the percentage of users that chose a particular color.

15. The computer of claim 14, wherein the plurality of instructions further cause the processor to associate an emotion with each color of the color bar.

30. The computer of claim 1, wherein the color bar includes the following colors positioned in the following left-to-right arrangement:

red, orange, yellow, green, blue, purple, pink, black, and white

16. A machine readable medium comprising a plurality of instructions, that in response to being executed, result in a computing device:

displaying a stimulus to a user on a display;

displaying a color bar to the user on the display, the color bar including a plurality of icons arranged in a grid, each icon being selectable by the user to indicate a selection of a color associated with the icon; and

receiving a selection of one of the icons by the user in response to the stimulus.

17. The machine readable medium of claim 16, wherein the grid includes:

a plurality of columns, each column corresponding to a different color,

a first row corresponding to high intensity colors; and

a second row corresponding to low intensity colors.

18. The machine readable medium of claim 16, wherein the icons are arranged in the grid based on the tone of the color of each icon.

19. The machine readable medium of claim 16, wherein the color bar includes icons having the following colors:

red, orange, yellow, pink, green, blue, purple, black, and white.

20. The machine readable medium of claim 16, wherein each color of the icons are defined according to a predetermined 24-bit RGB representation.

31. The machine readable medium of claim 16, wherein the color bar includes icons having the following colors positioned in the following left-to-right arrangement:

red, orange, yellow, green, blue, purple, pink, black, and white.

21. A method for determining an emotional response of a user to a stimulus, the method comprising:

providing the stimulus to the user;

providing a color bar to the user, the color bar including a plurality of different colors;

identifying a color selected by the user in response to the stimulus; and

determining an emotional response metric of stimulus based on the color selected by the user.

22. The method of claim 21, wherein providing the stimulus to the user comprises displaying an advertisement to the user.

23. The method of claim 21, wherein providing a color bar to the user comprises providing a print medium to the user, the print medium having indicia located thereon representative of the color bar.

24. A survey instrument comprising:

a print medium substrate;

a plurality of differently colored icons defined on the print medium substrate, the plurality of differently colored icons being arranged in a grid; and

indicia defined on the print medium substrate, the indicia requesting a user of the survey instrument to select one of the differently colored icons.

25. The survey instrument of claim 24, wherein the plurality of differently colored icons are arranged in a grid having a plurality of columns and at least two rows, each column of the grid corresponding to a different color.

26. The survey instrument of claim 25, wherein the grid includes a first row and a second row of colored icons, the color of each colored icon of the second row having a lesser intensity than the color of the corresponding colored icon of the first row of the same column.

27. The survey instrument of claim 26, wherein each colored icon having a warm color tone is positioned toward a first end of the grid, each colored icon having a cool color tone is positioned toward the center of the grid, and each colored icon having a neutral color tone is positioned toward a second end of the grid opposite the first end.

28. The survey instrument of claim 27, wherein the color bar includes the following colors positioned in the following left-to-right arrangement:

red, orange, yellow, pink, green, blue, purple, black, and white.

29. The survey instrument of claim 27, wherein the color bar includes the following colors positioned in the following left-to-right arrangement:

red, orange, yellow, green, blue, purple, pink, black, and white.