Purchase selection behavior analysis system and method

• US 20060200378A1
• Filed: 02/27/2006
• Published: 09/07/2006
• Est. Priority Date: 05/15/2001
• Status: Active Grant

• Current Assignee: Shopper Scientist LLC
• Original Assignee: Shopper Scientist LLC
• Inventors: Sorensen, Herb
• Granted Patent: US 7,933,797 B2
• Time in Patent Office: Days
• US Class Current: 705/10
• CPC Class Codes: G06Q 10/063 Operations research, analysis or management
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• 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 market research method is provided, the method including analyzing shopper path data representing a plurality of shopper paths through a store. The analysis typically include, at predetermined time intervals, for each of a plurality of shoppers traveling through the store, and for each of one or more displays positioned in the store: determining a simulated line of sight for each shopper; calculating a distance from each shopper to the display; calculating a time of exposure of the shopper to the display; calculating a peripheral angle of the display from the shoppers simulated line of sight; and calculating a rotation angle of the display relative to the shopper'"'"'s simulated line of sight. Further, the method may also include, for each of the one or more displays, calculating a visibility measure based on the time of exposure, distance, peripheral angle and rotational angle measured at each of the time intervals, for each of the plurality of shoppers. The method may further include calculating a rating points measure for each display, based on the visibility measure for each display.

Claims

1. A market research method, comprising:

analyzing path data representing a plurality of observer paths through a display environment, the analysis including, at predetermined time intervals, for each of a plurality of observers traveling through the display environment, and for each of one or more displays positioned in the display environment;

determining a distance from each observer to the display;

determining a direction of travel for each observer, the direction of travel defining a simulated line of sight for each observer; and

determining a degree to which the observer'"'"'s simulated line of sight faces the display; and

calculating a visibility measure for each display, based on the distance from the shopper to the display at each time interval, and a degree to which the observer faces the display at each time interval.

2. The method of claim 1, wherein the analysis further includes, at each of the predetermined time intervals, for each of a plurality of observers traveling through the display environment, and for each of one or more displays positioned in the display environment:

calculating a time of exposure of the observer to the display;

calculating a peripheral angle of the display from the observer'"'"'s simulated line of sight; and

calculating a rotation angle of the display relative to the observer'"'"'s simulated line of sight;

the method further comprising, for each of the one or more displays, calculating a visibility measure based on the time of exposure, distance, peripheral angle and rotational angle measured at each of the time intervals, for each of the plurality of observers.

3. The method of claim 2, wherein the visibility measure is calculated according to the formula:

4. The method of claim 1, wherein the analysis further includes, at each of the predetermined time. intervals, for each of a plurality of observers traveling through the display environment, and for each of one or more displays positioned in the display environment:

computing an aggregate observer density and an aggregate observer flow with visibility of the display for each of a plurality of traffic points.

5. The method of claim 4, wherein the step of calculating a visibility measure further includes calculating a visibility measure for each display based on the aggregate observer density and aggregate observer flow having a visibility of the display at each traffic point.

6. The method of claim 5, wherein the step of calculating the visibility measure further includes associating a visibility count at each time interval with each display, and summing the visibility counts for the plurality of time intervals;

wherein the visibility count at each time interval is based on the aggregate observer density and aggregate observer flow having a visibility of the display at each traffic point.

7. The method of claim 6, wherein the visibility measure is calculated according to the formula:

8. The method of claim 1, further comprising, calculating a ratings points measure for each display based on the visibility measure for the display.

9. The method of claim 8, further comprising

calculating an average ratings points measure for the displays, and expressing the ratings points measures for each display on a scale that is based on the average ratings points measure.

10. A market research method, comprising:

analyzing shopper path data representing a plurality of shopper paths through a store, the analysis including, at predetermined time intervals, for each of a plurality of shoppers traveling through the store, and for each of one or more displays positioned in the store;

determining a simulated line of sight for each shopper;

calculating a distance from each shopper to the display;

calculating a time of exposure of the shopper to the display;

calculating a peripheral angle of the display from the shoppers simulated line of sight;

calculating a rotation angle of the display relative to the shopper'"'"'s simulated line of sight;

for each of the one or more displays, calculating a visibility measure based on the time of exposure, distance, peripheral angle and rotational angle measured at each of the time intervals, for each of the plurality of shoppers.

11. The method of claim 10, further comprising:

determining a size of the display, and further basing the visibility measure on the size of a portion of the display that is visible to shoppers.

12. The method of claim 11, wherein the size is a lateral dimension of the display.

13. The method of claim 11, wherein the size is a two dimensional area of the display.

14. The method of claim 10, further comprising:

determining a height of each display, and further basing the visibility measure on the height of each display.

15. The method of claim 10, further comprising:

assigning a quality factor to the display, the quality factor representing the visual impact of the display on shoppers, and further basing the visibility measure on the quality factor.

16. The method of claim 10, wherein the quality factor is chosen based on a color of the display.

17. The method of claim 10, wherein the time of exposure is calculated by determining a simulated field of view based on the determined line of sight, and calculating a time interval during which the display is within the simulated field of view.

18. The method of claim 10, further comprising:

prior to analyzing the shopper path data,

identifying a position of the one or more displays within the store;

tracking shoppers on a plurality of shopper paths through the store, via a computerized tracking system, to thereby generate the shopper path data.

19. The method of claim 10, wherein the visibility measure is calculated according to the formula:

20. The method of claim 11, further comprising:

calculating a ratings points measure for each display based on the visibility measure for the display.

21. The method of claim 20, further comprising

calculating an average ratings points measure for the displays, and expressing the ratings points measures for each display on a scale that is based on the average ratings points measure.

22. The method of claim 11, wherein the ratings points measure is an in-store ratings points measure.

23. The method of claim 10, wherein the ratings points measure is a targeted ratings points measure based on data from a plurality of stores in a targeted region.

24. The method of claim 10, wherein the ratings points measure is a gross ratings points measure based on data from stores nation wide.

25. A market research method, comprising:

analyzing shopper path data representing a plurality of shopper paths through a store, the analysis including, at predetermined time intervals, for each of a plurality of shoppers traveling through the store, and for each of one or more displays positioned in the store;

determining a simulated line of sight for each shopper;

calculating a distance from each shopper to the display;

calculating a time of exposure of the shopper to the display;

calculating a peripheral angle of the display from the shoppers simulated line of sight;

calculating a rotation angle of the display relative to the shopper'"'"'s simulated line of sight;

determining a size of the display, and further basing the visibility measure on the size of a portion of the display that is visible to shoppers;

determining a height of each display, and further basing the visibility measure on the height of each display; and

assigning a quality factor to the display, the quality factor representing the visual impact of the display on shoppers, and further basing the visibility measure on the quality factor;

for each of the one or more displays, calculating a visibility measure based on the time of exposure, distance, peripheral angle and rotational angle, size of the display visible to each shopper, height, and quality factor of each display, as measured at each of the time intervals, for each of the plurality of shoppers; and

calculating a ratings points measure for each display based on the visibility measure for the display.

26. A market research system, comprising:

an analysis computer including a tracking program configured to receive path data representing a plurality of observer paths through a display environment having one or more displays; and

means for calculating a visibility measure for the one or more displays.

27. The market research system of claim 26, further comprising means for calculating a ratings points measure for each display in the display environment.