Metaphor elicitation method and apparatus

• US 5,436,830 A
• Filed: 02/01/1993
• Issued: 07/25/1995
• Est. Priority Date: 02/01/1993
• Status: Expired due to Term

• Current Assignee: Olson Zaltman & Associates, LLC
• Original Assignee: Gerald Zaltman
• Inventors: Zaltman, Gerald
• Primary Examiner(s): Hayes, Gail O.
• Assistant Examiner(s): Poinvil, Frantzy
• Application Number:
  US08/011,867
• Time in Patent Office: 904 Days
• Field of Search: 364/419.20, 364/401, 434/322, 434/212, 434/358
• US Class Current: 715/234
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

A method and apparatus for eliciting customer input to construct advertising/marketing campaigns. The metaphor elicitation technique method and apparatus provides a series of steps on an apparatus for eliciting from a customer the important aspects associated with a particular topic about which a marketing program is to be devised. The customers interact with a file of images which are designed to pictorially represent important sensory aspects of a topic being studied. The images and subsequent graphical maps and related constructs are then used to create an appropriate marketing/advertising campaign for the product or subject matter being studied.

Claims

1. A process for using a computer to elicit, organize, and link different forms of data to automatically generate and present a consensus map, comprising:

a) establishing a series of baseline images in a first file in computer memory relating to a research topic;

b) sorting of the baseline images into groups by a consumer, each of the groups having similar qualities;

c) eliciting and storing sensory and emotional perceptions from the consumer regarding the research topic;

d) eliciting and storing constructs from the consumer using an interview procedure;

e) eliciting and storing of a baseline image from the consumer that correlates closest with the research topic;

f) eliciting and storing of additional images from the consumer that correlate closest with the research topic;

g) eliciting and storing of opposite images from the consumer that represent ideas opposite ideas represented by the research topic;

h) automatically generating a graphical representation of relationships among the stored images and constructs;

i) deriving a consensus map from a plurality of said graphical representations, each of said plurality of graphical representations being based on images and constructs of a different one of a plurality of consumers; and

j) visually presenting the consensus map.

2. The process of claim 1, further comprising creating, by the consumer, of a composite digital image best depicting the research topic, the composite digital image comprising at least portions of the baseline images, additional images, and opposite images.

3. The process of claim 1, further comprising creating, by the consumer, of an animated vignette which describes, in visual terms, key aspects of the research topic.

4. The process of claim 1, further comprising eliciting and storing of a critical image from the consumer.

5. The process of claim 1, further comprising eliciting from the consumer and storing a description of the impression of a sponsor of the research topic toward the consumer.

6. The process of claim 1, further comprising eliciting from the consumer and storing information the consumer thinks would be surprising to a sponsor of the research topic.

7. The process of claim 1, further comprising recording digital voice signals in correlation with the eliciting and storing of images and constructs.

8. A metaphor elicitation apparatus, comprising:

a) a central processor comprising image processing logic to create and manipulate digital images selected for a research topic;

b) a display device connected to the central processor to display the digital images;

c) a first input device disposed to provide alphanumeric data to the central processor;

d) a second input device disposed to manipulate a computer cursor visible on the display device and indicative of alphanumeric data placement;

e) a third input device disposed to manipulate image data visible on the display device;

f) baseline digital image memory disposed to store baseline digital images and to provide the baseline digital images to the central processor for manipulation and display;

g) second digital image memory disposed to store additional digital images and to provide the additional digital images to the central processor for manipulation and display; and

h) third digital image memory disposed to store opposite digital images and to provide the opposite digital images to the central processor for manipulation and display;

i) the central processor generates a graphical representation of relationships among the stored images; and

j) the central processor manipulates a plurality of graphical representations to derive a consensus map.

9. The apparatus of claim 8, wherein the central processor further manipulates stored images under control of the first input device, the second input device, and the third input device in order to generate and store a composite image.

10. The apparatus of claim 8, further comprising:

a) application memory disposed to store computer applications utilized by the data processor; and

b) an animation application stored in the application memory to create animation files based on the baseline data images, the additional data images, and the opposite data images;

c) the central processor to create and store vignettes from the stored images and constructs using the animation application.

11. The apparatus according to claim 8, further comprising an image scanner connected to the central processor and to the second digital image memory.

12. The apparatus according to claim 9, further comprising an image output device disposed to create a hard copy representation of the baseline digital images, the additional digital images, the opposite digital images, and the composite image.

13. The apparatus according to claim 12, wherein the image output device is selected from the group of devices consisting of laser printers and digital film recorders.

14. The apparatus according to claim 12, further comprising a graphics creation device disposed to create a consensus map for the research topic based on the baseline image, the additional image, the opposite image, and the composite image.