Method and apparatus for determining brand preference

• US 8,160,918 B1
• Filed: 01/12/2006
• Issued: 04/17/2012
• Est. Priority Date: 01/14/2005
• Status: Active Grant

• Current Assignee: MSM.ARS, LLC
• Original Assignee: comScore, Inc.
• Inventors: Blair, Margaret H., Jones, Donald L.
• Primary Examiner(s): Kardos, Neil
• Application Number:
  US11/330,628
• Time in Patent Office: 2,287 Days
• Field of Search: 705/10, 705/7.32
• US Class Current: 705/7.32
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0203 Market surveys; Market polls

Abstract

A method for determining brand preference of a consumer includes presenting the consumer with a number of brand choices and determining a brand selected by the consumer from the number of brand choices. The method also includes determining an emotional response and a rational response of the consumer to the selected brand. The method may include generating a graph(s) indicative of the brand preference, the emotional responses, and/or the rational responses of the consumer to the selected brand. The graph(s) may be indicative of such preference and/or responses at a point in time or over a period of time. Additionally, the method may include determining the emotional and rational responses of the consumer to non-selected brands of the number of brand choices presented to the consumer.

Claims

1. A method for determining brand preference for a plurality of consumers, the method comprising:

presenting, on a computer system, images of a plurality of different brands of a predetermined product to a consumer from the plurality of consumers;

determining, on the computer system, a brand selected by the consumer from the plurality of different brands;

presenting to the consumer, on the computer system, a plurality of emotional response questions for the selected brand;

displaying, on the computer system, a plurality of non-textual, pictorial icons indicative of a range of emotional responses of the consumer to the plurality of emotional response questions for the selected brand, the plurality of icons comprising (i) a first set of icons, each icon of the first set of icons being indicative of a discrete level of pleasure experienced by the consumer in response to the selected brand, and (ii) a second set of icons, each icon of the second set of icons being indicative of a discrete level of arousal experienced by the consumer in response to the selected brand;

determining, on the computer system, a pleasure response value of the consumer to the selected brand based on a selection of an icon from the first set of icons, and an arousal response value of the consumer to the selected brand based on a selection of an icon from the second set of icons;

presenting to the consumer, on the computer system, at least one uniqueness question and at least one newness question related to the selected brand;

determining, on the computer system and in response to the at least one uniqueness question and the at least one newness question, a uniqueness response value indicative of the consumer'"'"'s opinion of the uniqueness of the selected brand and a newness response value indicative of the extent to which the consumer has recently experienced new information about the selected brand;

calculating, for a plurality of time periods, an average pleasure response value, an average arousal response value, an average uniqueness response value, and an average newness response value, based on plural pleasure response values, plural arousal response values, plural uniqueness response values, and plural newness response values, respectively, collected from the plurality of consumers during said plurality of time periods;

determining, for each of the plurality of time periods, whether the average pleasure response value and the average arousal response value are within a predetermined emotional response range;

determining, for each of the plurality of time periods, whether the average uniqueness response value and the average newness response value are within a predetermined rational response range;

for each of the plurality of time periods, calculating a share of brand choice for the selected brand as the number of times the selected brand was selected by a consumer during one of the plurality of time periods divided by the total number of brand selections by the plurality of consumers among the plurality of different brands during said one of the plurality of time periods;

displaying a graphical representation of the share of brand choice for the selected brand over the plurality of time periods along with an indication of whether the average pleasure response value and the average arousal response value are within a predetermined emotional response range for each of the plurality of time periods, and an indication of whether the average uniqueness response value and the average newness response value are within a predetermined rational response range for each of the plurality of time periods.

2. The method of claim 1, wherein displaying images of the plurality of brands comprises displaying images of the brands to the consumer over a network.

3. The method of claim 1, wherein the presenting step comprises displaying a logo of each of the plurality of brands to the consumer.

4. The method of claim 1, wherein the presenting step comprises displaying text including the names of each of the plurality of brands to the consumer.

5. The method of claim 1, wherein determining the brand selected by the consumer comprises receiving data indicative of a selection of the consumer over a network.

6. The method of claim 1, further comprising generating, on the computer system, a graph having a pleasure axis and an arousal axis and generating indicia on the graph indicative of an average pleasure response and an average arousal response to the selected brand by a number of consumers.

7. The method of claim 6, further comprising generating indicia on the graph indicative of a desired emotional response of the consumer to the selected brand.

8. The method of claim 1, further comprising generating, on the computer system, a graph having a uniqueness axis and a new information axis and generating indicia on the graph indicative of an average of values indicative of the uniqueness of the selected brand to a number of consumers and an average of values indicative of whether the number of consumers has experienced new information concerning the selected brand.

9. The method of claim 8, further comprising generating indicia on the graph indicative of a desired rational response of the consumer to the selected brand.

10. The method of claim 1, further comprising determining, on the computer system, the interests of the consumer.

11. The method of claim 10, wherein determining the interests of the consumer comprises determining the interests of the consumer based on web sites visited by the consumer.

12. The method of claim 1, further comprising determining, on the computer system, the demographic background of the consumer.

13. The method of claim 1, further comprising determining, on the computer system, a value indicative of the number of times the consumer purchases the product over a predetermined amount of time.

14. A computer system comprising:

a processor; and

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

transmit images of a plurality of different brands of a predetermined product to a consumer from the plurality of consumers;

receive a selection by the consumer of a brand from the plurality of different brands;

transmit to the consumer a plurality of emotional response questions for the selected brand;

transmit a plurality of non-textual, pictorial icons indicative of a range of emotional responses of the consumer to the plurality of emotional response questions for the selected brand, the plurality of icons comprising (i) a first set of icons, each icon of the first set of icons being indicative of a discrete level of pleasure experienced by the consumer in response to the selected brand, and (ii) a second set of icons, each icon of the second set of icons being indicative of a discrete level of arousal experienced by the consumer in response to the selected brand

determine a pleasure response value of the consumer to the selected brand based on a selection of an icon from the first set of icons, and an arousal response value of the consumer to the selected brand based on a selection of an icon from the second set of icons;

transmit to the consumer at least one uniqueness question and at least one newness question related to the selected brand;

determine, in response to the at least one uniqueness question and the at least one newness question, a uniqueness response value indicative of the consumer'"'"'s opinion of the uniqueness of the selected brand and a newness response value indicative of the extent to which the consumer has recently experienced new information about the selected brand;

calculate, for a plurality of time periods, an average pleasure response value, an average arousal response value, an average uniqueness response value, and an average newness response value, based on plural pleasure response values, plural arousal response values, plural uniqueness response values, and plural newness response values, respectively, collected from the plurality of consumers during said plurality of time periods;

determine, for each of the plurality of time periods, whether the average pleasure response value and the average arousal response value are within a predetermined emotional response range;

determine, for each of the plurality of time periods, whether the average uniqueness response value and the average newness response value are within a predetermined rational response range;

for each of the plurality of time periods, calculate a share of brand choice for the selected brand as the number of times the selected brand was selected by a consumer during one of the plurality of time periods divided by the total number of brand selections by the plurality of consumers among the plurality of different brands during said one of the plurality of time periods;

display a graphical representation of the share of brand choice for the selected brand over the plurality of time periods along with an indication of whether the average pleasure response value and the average arousal response value are within a predetermined emotional response range for each of the plurality of time periods, and an indication of whether the average uniqueness response value and the average newness response value are within a predetermined rational response range for each of the plurality of time periods.

15. The computer system of claim 14, wherein to transmit images of the plurality of brands to a consumer comprises to transmit images of the brands over a network.