Determining strategies for increasing loyalty of a population to an entity

• US 8,301,482 B2
• Filed: 10/26/2007
• Issued: 10/30/2012
• Est. Priority Date: 08/25/2003
• Status: Expired due to Fees

• Current Assignee: Tom Reynolds
• Original Assignee: Tom Reynolds
• Inventors: Reynolds, Tom, Greene, Tom
• Primary Examiner(s): KARDOS, NEIL R
• Application Number:
  US11/925,663
• Publication Number:
  US 20080065471A1
• Time in Patent Office: 1,831 Days
• Field of Search: 705/7.29
• US Class Current: 705/7.29
• CPC Class Codes: G06Q 10/06 Resources, workflows, human or project management; Enterprise or organisation planning; Enterprise or organisation modelling
• CPC Class Codes: G06Q 10/0637 Strategic management or analysis, e.g. setting a goal or target of an organisation; Planning actions based on goals; Analysis or evaluation of effectiveness of goals
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0203 Market surveys; Market polls

Abstract

A method and system is disclosed that provides: (a) a theoretical framework for designing psychological research that uncovers individual decision-making networks, both in terms of sampling requirements and questioning methods, (b) an implementation interface to schedule and administer the appropriate question sequences between an interviewer and a given individual, in real-time, via a web-based system, and (c) a coding and analysis system to summarize and quantify the potential of alternative decision structures to be used to optimize the development of marketing and communication strategies.

Claims

1. A method for determining information related to a population'"'"'s perception of an object, comprising performing the following steps by computational equipment:

obtaining interview data for conducting an interview session with each of one or more respondents indicative of the population, wherein the interview sessions are for determining perceptions of the object by the respondents, the interview data substantially defining how the interview sessions are conducted;

conducting the interview sessions with each of the respondents;

wherein for each of the respondents, the corresponding interview session is interactive with the respondent for obtaining responsive data related to the respondent'"'"'s perception of the object, wherein the respondent is presented with each of;

(i) a first request for a first characteristic of the object that the respondent perceives as more positive than another characteristic of the object;

(ii) a second request for a second characteristic of the object that the respondent perceives as more negative than another characteristic of the object;

storing the responsive data obtained from the respondents, said responsive data including responses to each of;

the requests of (i) and (ii);

coding said stored responsive data using a plurality of code categories, each category for identifying respondent responses in the responsive data having a common semantic content that is associated with the category;

first determining, for each category of at least some of the plurality of code categories, a corresponding importance data indicative of an importance of the category, wherein the corresponding importance data includes a result of a function that is non-decreasing in a number of respondent responses in the category, wherein the result is dependent upon a number of the respondent responses in the category obtained from both the first and second requests;

second determining, for each category (C) of the at least some of the code categories (CC), a corresponding belief value indicative of a perception of a degree of favorableness, by the respondents, of the category C as applied to the object;

wherein each of the belief values (BV) includes a result that is;

(a) dependent upon a corresponding number, N, of responses to the first request, in the corresponding category for the belief value BV, and (b) dependent upon a corresponding number, M, responses to the first request for another of the categories CC whose respondent responses include the respondent responses of the corresponding category to which the belief value BV corresponds, wherein the dependency of the belief value BV on M is inverse to the dependency of the belief value BV on N;

wherein for each of the belief values, the corresponding result therefor is obtained from a function that is non-decreasing as the number, N, of respondent responses increases for the belief values; and

identifying a first category of the categories CC for improving the first category, as related to the object, to thereby establish a more favorable perception of the object, or a related object, by the population;

wherein the identification of the first category is;

dependent upon the importance data of the first category, and dependent upon the belief value for the first category;

wherein for performing the step of identifying, a step of ranking the categories CC is performed for identifying for the first category; and

wherein in performing the step of ranking, when at least one category of the categories CC has a first belief value that is indicative of a lower perception of object favorableness than a second belief value for a second of the categories CC, the first belief value influences the ranking of the at least one category more for identifying the at least one category as the first category, than the second belief value influences the ranking of the second category for identifying the second category as the first category.

2. The method of claim 1, further including for each respondent, a step of presenting, on a display of computational equipment, a request for the respondent to input an evaluation of the object, and subsequently presenting at the display, the second request, wherein the second request includes a request for a characteristic of the object that the respondent perceives as a reason as to why the respondent did not evaluate the object higher.

3. The method of claim 1, further including for each respondent, presenting, on a display of computational equipment, a request for the respondent to input an evaluation of the object, and subsequently presenting at the display, the first request, wherein the first request includes a request for a characteristic of the object that the respondent perceives as a reason as to why the respondent did not evaluate the object lower.

4. The method of claim 1, further including one or more steps of providing to the respondents, via computational equipment, a question, wherein a respondent response thereto is used for determining respondent perceptual linkages between at least two of the following collections (a-1) through (a-4) of the plurality of code categories:

(a-1) categories that are each representative of a corresponding attribute of the object,

(a-2) categories that are each representative of a corresponding functional consequence related to the object,

(a-3) categories that are each representative of a corresponding psychosocial consequence related to the object, and

(a-4) categories that are each representative of a corresponding value attributable to the respondents;

storing data indicative of the respondent perceptual linkages in a non-transient machine data storage.

5. The method of claim 4, wherein the one or more steps of providing include determining respondent perceptual linkages between at least some of the following pairs of collections:

a first pair;

collection (a-1) and collection (a-2);

a second pair;

collection (a-2) and collection (a-3); and

a third pair;

collection (a-3) and collection (a-4).

6. The method of claim 5, wherein the one or more steps of providing include determining respondent perceptual linkages between each of the pairs of collections.

7. The method of claim 1, further including transmitting, to each respondent, a plurality of interview session questions via a telecommunications network, wherein a response from the respondent to a first of the questions is received by computational equipment and classified thereby within a predetermined hierarchy of classifications, the hierarchy including classifications for:

(a) a perceived attribute of the object, and (b) a corresponding respondent personal value the respondent associates with the attribute, and wherein a response from the respondent to a second of the questions is classified within a different classification of the predetermined hierarchy.

8. The method of claim 1, wherein the step of conducting includes, for each respondent (R) of at least some of the respondents,

a step of transmitting, on a communication network, at least a portion of the interview data during the corresponding interview session in which the respondent R is interviewed, the portion being presented to the respondent R during the interview session;

a step of receiving a corresponding response to the portion from the respondent R, wherein the corresponding response is transmitted on the communication network during the corresponding interview session.

9. The method of claim 1, wherein for each respondent (R) of at least some of the respondents, an interviewer remotely conducts the corresponding interview session via a communication network, wherein at least most communications between the interviewer and the respondent R are transmitted via a predetermined intermediary node of the communication network.

10. The method of claim 9, wherein the at least most communications are routed over the Internet.

11. The method of claim 1, wherein for each respondent (R) of at least some of the respondents, the step of conducting the corresponding interview session is performed without an interviewer being in communication with the respondent during the corresponding interview session;

wherein the step of conducting includes steps of (A) through (E) following;

(A) presenting to the respondent R a ladder request (LR) for a first level of a ladder, wherein there is a plurality of ladder levels of the ladder, the levels including (1) a level for a description, by the respondent R, of an attribute of the object, and a level for at least one of;

(2) a description, by the respondent R, of an aspect of the respondent R'"'"'s interpersonal relationships attributable to the attribute, (3) a description, by the respondent R, of a perceived functional consequence of the attribute wherein a veracity of the functional consequence can be objectively verified independently of the respondent R, (4) a description, by the respondent R, of a psychological characteristic of the respondent R is attributable to the attribute, or (5) a description, by the respondent R, of a personal value held by the respondent R that is reinforced by the object;

(B) determining, for at least one response from the respondent R to the request LR, whether the at least one response is acceptable for the first ladder level corresponding to the request LR;

wherein the step of determining includes comparing a computed value indicative of the acceptability of the at least one response with an acceptability threshold for accepting the at least one response for the first ladder level;

(C) coding the at least one response, wherein the step of coding includes classifying the at least one response into one of the code categories when there is a favorable comparison between;

(i) the computed value indicative of the acceptability of the at least one response being classified in the one code category and (ii) a classification threshold value for being classified in the one code category;

wherein the one code category is associated with the first ladder level;

(D) assigning the one code category to the first ladder level of the ladder; and

(E) subsequently, determining a next of the ladder levels wherein a corresponding next ladder request is for presenting to the respondent R, wherein the next ladder request is refers to the at least one response;

wherein a preference for the next ladder level is;

(a) the ladder level (2) when the first ladder level is (1),

(b) the ladder level (3) or (4) when the first ladder level is (2), and

(c) the ladder level (5) when the first ladder level is one of ladder levels (3) or (4).

12. The method of claim 11, wherein at least some of the plurality of code categories are determined prior to the step of conducting the interview sessions performed without an interviewer.

13. The method of claim 1, wherein the step of ranking includes ranking using a function that increases with increasing values of the importance data for the categories being ranked, and decreases with increasing values of the belief data for the categories being ranked.

14. The method of claim 1, further including performing the following steps by computational equipment:

as a consequence of an instance (I₁) of a response by one of the respondents to the first request, a step of providing first additional questions to the one respondent, the first additional questions related to the instance I₁, and for obtaining first information indicative of an association of the one respondent'"'"'s responses to the first additional questions for determining a first linkage between two or more of;

(a-1) one of the categories representative of a corresponding attribute of the object, (a-2) one of the categories representative of a corresponding functional consequence related to the object, (a-3) one of the categories representative of a corresponding psychosocial consequence related to the object, and (a-4) one of the categories representative of a corresponding value attributable to the one respondent

as a consequence of an instance (I₂) of a response by the one respondent to the second request, a step of providing second additional questions to the one respondent, the second additional questions related to the instance I₂, and for obtaining second information indicative of an association of the one respondent'"'"'s responses to the second additional questions for determining a second linkage between two or more of;

(b-1) one of the categories representative of a corresponding attribute of the object, (b-2) one of the categories representative of a corresponding functional consequence related to the object, (b-3) one of the categories representative of a corresponding psychosocial consequence related to the object, and (b-4) one of the categories representative of a corresponding value attributable to the one respondent.

15. A method for predicting how to change a population'"'"'s perception of an object, comprising performing the following steps by computational equipment:

obtaining interview data for conducting a corresponding interview session, with each of one or more respondents indicative of the population, wherein the corresponding interview sessions are for determining perceptions of the object by the respondents, the interview data substantially defining how the corresponding interview sessions are conducted;

transmitting on a communication network at least a portion of the interview data to an interview conducting computer for conducting with each of the one or more respondents, the corresponding interview session;

for each of the respondents, communicating with a computer for the respondent and with the interview conducting computer for conducting the corresponding interview session, via the communications network, for obtaining corresponding responsive data related to the respondent'"'"'s perception of the object, wherein the corresponding responsive data includes representations of respondent responses to presentations of each of (i) through (iii);

(i) a first request for obtaining a first characteristic of the object that the respondent perceives as more positive than another characteristic of the object;

(ii) a second request for obtaining a second characteristic of the object that the respondent perceives as more negative than another characteristic of the object; and

(iii) a plurality of questions related to the object, wherein a response from the respondent to a first of the questions is classified within a predetermined hierarchy of classifications of perceptions related to the object, the hierarchy including classifications for;

(a) a perceived attribute of the object, and (b) a corresponding respondent personal value the respondent associates with the attribute, and wherein for a second of the plurality of questions, an additional response is requested for classification within the predetermined hierarchy, the additional response for classifying in a different classification of the hierarchy than the classification for the response;

coding, for each of the respondents, said the representations of the respondent responses of the corresponding responsive data using a plurality of code categories, each category for identifying the representations having a common semantic content that is associated with the category;

determining at least one relationship between at least some of said categories (CC), wherein said at least one relationship is indicative of how at least some of the respondents associate said some categories;

wherein the at least one relationship represents a linkage between a perceived attribute, A, of the object, and a personal value associated with the attribute A of the object, the linkage identified by related associations in the representations of the respondent responses of the corresponding responsive data for the at least some respondents;

first determining, for each category, C, of code categories CC, a corresponding importance data indicative of an importance of the category C, wherein the corresponding importance data includes a result of a function that is non-decreasing in a number of the representations of the respondent responses identified by the category C, wherein the result is dependent upon a number of the respondent responses in the category C which includes the representations of the respondent responses from both the first and second requests;

second determining, for each category (D) of the code categories CC, a corresponding belief value indicative of a perception of a degree of favorableness, by the respondents, of the category D as applied to the object;

wherein each of the belief values (BV) includes a result that is;

(a) dependent upon a corresponding number, N, of responses to the first request, in the corresponding category for the belief value BV, and (b) dependent upon a corresponding number, M, responses to the first and second requests, in the corresponding category for which the belief value BV, the dependency of the belief value BV on M being an inverse dependency to the dependency on N;

wherein for each of the belief values, the corresponding result therefor is obtained from a function that is non-decreasing as the number, N, of respondent responses increases for the belief values; and

identifying a first category of the categories CC for improving the first category, as related to the object, to thereby establish a more favorable perception of the object, or a related object, by the population;

wherein the identification of the first category is;

dependent upon the importance data of the first category, and dependent upon the belief value for the first category;

wherein for performing the step of identifying, a step of ranking the categories CC is performed for identifying for the first category; and

wherein in performing the step of ranking, when at least one category of the categories CC has a first belief value that is indicative of a lower perception of object favorableness than a second belief value for a second of the categories CC, the first belief value influences the ranking of the at least one category more for identifying the at least one category as the first category, than the second belief value influences the ranking of the second category for identifying the second category as the first category.

16. The method of claim 15, wherein there is a plurality of the categories that are each representative of a corresponding attribute of the object, a plurality of the categories that are each representative of a corresponding functional consequence related to the object, a plurality of the categories that are each representative of a corresponding psychosocial consequence related to the object, and a plurality of the categories that are each representative of a corresponding value attributable to the respondents.

17. An apparatus for determining information related to a population'"'"'s perception of an object, comprising:

a non-transient machine data storage for obtaining interview data for conducting an interview session with each of one or more respondents indicative of the population, wherein the interview sessions are for determining perceptions of the object by the respondents, the interview data substantially defining how the interview sessions are conducted;

an interview server for transmitting the interview data for conducting the interview sessions with each of the respondents;

wherein for each of the respondents, the corresponding interview session is interactive with the respondent for obtaining responsive data related to the respondent'"'"'s perception of the object, wherein the respondent is presented with each of;

(i) a first request for a first characteristic of the object that the respondent perceives as more positive than another characteristic of the object; and

(ii) a second request for a second characteristic of the object that the respondent perceives as more negative than another characteristic of the object;

a non-transient machine data storage for storing the responsive data obtained from the respondents, said responsive data including responses to each of;

the requests of (i) and (ii);

one or more computational machine code processing programs for coding for the stored responsive data, wherein the programs identify at least one category of a plurality of code categories with respondent responses in the responsive data having a common semantic content that is associated with the at least one category;

one or more computational machine evaluators for determining, for each of at least some of the plurality of code categories (CC), a corresponding importance data indicative of an importance of the category, wherein the corresponding importance data includes a result of a function that is non-decreasing in a number of respondent responses in the category, wherein the result is dependent upon a number of the respondent responses in the category obtained from both the first and second requests;

one or more computational machine evaluators for determining, for each category (C) of the code categories CC, a corresponding belief value indicative of a perception of a degree of favorableness, by the respondents, of the category C as applied to the object;

wherein each of the belief values (BV) includes a result that is;

(a) dependent upon a corresponding number, N, of responses to the first request, in the corresponding category for the belief value BV, and (b) dependent upon a corresponding number, M, responses to the first and second requests, in the corresponding category for which the belief value BV, the dependency of the belief value BV on M being an inverse dependency to the dependency on N;

wherein for each of the belief values, the corresponding result therefor is obtained from a function that is non-decreasing as the number, N, of respondent responses increases for the belief values; and

one or more computational machine programs for identifying a first category of the categories CC for improving the first category, as related to the object, to thereby establish a more favorable perception of the object, or a related object, by the population;

wherein the identification of the first category is;

dependent upon the importance data of the first category, and the belief value for the first category; and

wherein the one or more computational machine programs for identifying also rank the categories CC for identifying for the first category, wherein when at least one category of the categories CC has a first belief value that is indicative of a lower perception of object favorableness than a second belief value for a second of the categories CC, the first belief value influences the ranking of the at least one category more for identifying the at least one category as the first category, than the second belief value influences the ranking of the second category for identifying the second category as the first category.