Insight research system, insight research method, and insight research program

Abstract

In content insight research, this involves appropriately visualizing the aspects that users focused on. [Solution] An insight research system for investigating user insights into content, which accepts area settings for the content, displays the content, acquires eye-tracking information when the user views the content, calculates the level of attention given to the area based on the eye-tracking information, and outputs information indicating the level of attention given.

Description

Technical Field

[0001] The present disclosure relates to an insight investigation system, an insight investigation method, and an insight investigation program.

Background Art

[0002] Due to the impact of the COVID-19 pandemic, online transformation (in other words, digital transformation (DX)) has been accelerating in most aspects of social life. In particular, in the marketing field, digital marketing has become more mainstream than traditional marketing using paper media and the like. In the field of digital marketing, in addition to sales through e-commerce sites, methods such as displaying advertising content (images, videos, etc.) on various portal sites or uploading advertising content on video platforms such as YouTube are becoming the current mainstream.

[0003] Conventionally, in an advertisement evaluation system, the effect of the content has been evaluated according to the sales performance of whether the user actually purchased the product introduced in the advertising content. Therefore, in this advertisement evaluation system, it has been impossible to evaluate advertising content at a stage where the actual sales performance of the product targeted by the advertisement is not yet available. On the other hand, on the corporate side that conducts digital marketing for products, there is a need to grasp detailed insights regarding the content before launching the advertising content. Here, "insight" means a deep understanding of users' potential needs, emotions, motivations, values, behavior patterns, and tendencies, presented in a refined form by analyzing users' data and feedback.

[0004] Patent Document 1 and Patent Document 2 disclose a system for analyzing consumers' insights regarding content based on biometric information (such as eye gaze and facial expressions) when a person views the content, in order to meet the above-mentioned needs of the corporate side. Specifically, Patent Document 1 targets content of videos such as CM, and Patent Document 2 targets content of still images such as web pages, respectively. [Prior art documents] [Patent Documents]

[0005] [Patent Document 1] Patent No. 7398853 [Patent Document 2] Patent No. 7398854 [Overview of the Initiative] [Problems that the invention aims to solve]

[0006] In this type of insight research, it is common practice to create heatmaps based on the user's gaze as they view content, visualizing the areas that users focused on. However, heatmap-based methods have problems, such as tending to focus attention on the part of the content that the user starts to look at. This problem is particularly pronounced when the content is the kind that users scroll down to read, like on a web page.

[0007] This disclosure aims to appropriately visualize the aspects that users focused on in content insight research. [Means for solving the problem]

[0008] An insight research system according to one aspect of this disclosure is an insight research system for researching user insights to content, which accepts area settings in the content, displays the content, acquires eye-tracking information when the user views the content, calculates the degree of attention given to the area based on the eye-tracking information, and outputs information indicating the degree of attention given. [Effects of the Invention]

[0009] According to this disclosure, it will be possible to appropriately visualize the parts that users focused on in content insight research. [Brief explanation of the drawing]

[0010] [Figure 1] Overview of the Insight Research System [Figure 2] User terminal hardware configuration [Figure 3] Server hardware configuration [Figure 4] Provider terminal hardware configuration [Figure 5] Overview of the processes performed by the Insight Research System [Figure 6] Examples of content [Figure 7] Area settings screen [Figure 8] Content after area setting [Figure 9] Output screen of insight survey results [Figure 10] Content after insight research [Figure 11] AI-powered in-depth interviews [Modes for carrying out the invention]

[0011] [Definition of Terms] The definitions of terms in this embodiment are as follows: "Insight" means a deep understanding of users' latent needs, emotions, motivations, values, behavioral patterns, and tendencies, presented in a refined form by analyzing user data and feedback. "Content" means images, videos, etc., created for users to view, including, for example, web pages on e-commerce sites, advertisements on various portal sites, and advertisements on video platforms such as YouTube. "User" means a person who views the content, meaning a viewer if the content is a video, or a viewer if the content is a still image such as a web page. It also means a representative of general consumers who become subjects of the insight survey. "Provider" means a person in charge at a company that orders the insight survey, or a person in charge at a company that receives and conducts the insight survey. "Biometric information" means eye-tracking information, facial expression information, etc., obtained by measuring a person's gaze, facial expressions, etc., when they are viewing the content.

[0012] [System Overview] The insight survey system 1 according to this embodiment will be described below with reference to the drawings. Figure 1 is a diagram showing an example of the configuration of the insight survey system 1 according to this embodiment. As shown in Figure 1, the insight survey system 1 comprises user terminals 2a and 2b, a server 3, and a provider terminal 4. These are connected to a communication network 8. Each of the user terminals 2a and 2b is connected to the server 3 via the communication network 8 in a communicative manner. The provider terminal 4 is connected to the server 3 via the communication network 8 in a communicative manner. The communication network 8 consists of at least one of the following: LAN (Local Area Network), WAN (Wide Area Network), the Internet, and a wireless core network.

[0013] The user terminal 2a is a terminal associated with the user Ua and is operated by the user Ua. The user terminal 2b is a terminal associated with the user Ub and is operated by the user Ub. In this embodiment, for convenience of explanation, the user terminals 2a and 2b may be collectively referred to as the user terminal 2. Similarly, the users Ua and Ub may be collectively referred to as the user U. Also, in this embodiment, a number of user terminals 2 associated with a number of users are provided in the insight survey system 1. However, for convenience of explanation, only two user terminals 2a and 2b out of the number of user terminals are illustrated in FIG. 1. The type of the user terminal 2 is not particularly limited, and the user terminal 2 may be, for example, a smartphone, a personal computer, a tablet, or a wearable device (e.g., a head-mounted display or an AR display).

[0014] 〔Configuration of User Terminal〕 Next, referring to FIG. 2, the hardware configuration of the user terminal 2 will be described below. FIG. 2 is a diagram showing an example of the hardware configuration of the user terminal 2. As shown in FIG. 2, the user terminal 2 includes a control unit 20, a storage device 21, an imaging unit 22, a communication unit 23, an input operation unit 24, a display unit 25, a speaker 26, and an RTC (Real Time Clock) 28. These elements constituting the user terminal 2 are connected to a communication bus 29.

[0015] The control unit 20 includes a memory and a processor. The memory is configured to store computer-readable instructions (programs). For example, the memory is composed of a ROM (Read Only Memory) that stores various programs and the like, and a RAM (Random Access Memory) that has a plurality of work areas for storing various programs and the like to be executed by the processor. The processor is composed of, for example, at least one of a CPU (Central Processing Unit), an MPU (Micro Processing Unit), and a GPU (Graphics Processing Unit). The CPU may be composed of a plurality of CPU cores. The GPU may be composed of a plurality of GPU cores. The processor may be configured to expand a program specified from various programs incorporated in the storage device 21 or the ROM onto the RAM and execute various processes in cooperation with the RAM.

[0016] The storage device 21 is, for example, a storage device (storage) such as a HDD (Hard Disk Drive), an SSD (Solid State Drive), or a flash memory, and is configured to store programs and various data. The imaging unit 22 is configured to acquire video data indicating the surrounding environment of the user terminal 2 through imaging. In particular, the imaging unit 22 is a camera configured to generate image data or video data indicating the surrounding environment of the user terminal 2 through imaging, and includes an image sensor (for example, a CCD sensor or a CMOS sensor, etc.) and an image sensor drive processing circuit. In the present embodiment, the control unit 20 functions as a gaze tracking unit that detects changes in the gaze of the user U based on the video data acquired by the imaging unit 22. Further, the control unit 20 functions as an expression tracking unit that detects changes in the expression of the user U based on the video data.

[0017] The communication unit 23 includes a wireless communication module and / or a wired communication module for communicating with external devices connected to the communication network 8. The wireless communication module is configured to communicate wirelessly with external devices such as base stations and wireless LAN routers, and includes a transmitting and receiving antenna and a wireless transmitting and receiving circuit. The wireless communication module may be a wireless communication module compatible with short-range wireless communication standards such as Wi-Fi or Bluetooth, or it may be a wireless communication module compatible with the Xth generation mobile communication system (e.g., the 4th generation mobile communication system such as LTE) using a SIM (Subscriber Identity Module).

[0018] The input operation unit 24 is, for example, a touch panel, mouse, and / or keyboard arranged on top of the video display of the display unit 25, and is configured to receive user U input operations and generate operation signals corresponding to those input operations. The display unit 25 is composed of, for example, a video display and a video display circuit that drives and controls the video display. The display unit 25 has a display screen 27 on which video is displayed.

[0019] Speaker 26 is configured to output the audio from the video to an external source based on the audio data contained in the video. RTC 28 is configured to acquire information indicating the current time.

[0020] Returning to Figure 1, Server 3 is connected to the user terminals 2 and the provider terminal 4 via the communication network 8. Server 3 transmits video data to each of the multiple user terminals 2 via the communication network 8, and also transmits a composite video with a gaze point heatmap superimposed on the video to the provider terminal 4. Server 3 may be composed of multiple servers. Server 3 functions as a web server configured to provide an insight survey application as a web application. In this respect, Server 3 is configured to transmit data (e.g., HTML files, CSS files, image and video files, program files, etc.) for displaying the insight survey screen in the web browser of the provider terminal 4. In this way, Server 3 functions as a server for providing SaaS (System as a Service). Server 3 may be built on-premises or it may be a cloud server. Furthermore, Server 3 functions as a data management server that manages multiple video data, gaze point data for each user U, and facial expression data for each user U.

[0021] [Server Configuration] Referring to Figure 3, the hardware configuration of Server 3 will be described below. Figure 3 is a diagram showing an example of the hardware configuration of Server 3. As shown in Figure 3, Server 3 comprises a control unit 30, a storage device 31, an input / output interface 32, a communication unit 33, an input operation unit 34, and a display unit 35. These elements constituting Server 3 are connected to a communication bus 36.

[0022] The control unit 30 includes memory and a processor. The memory is configured to store computer-readable instructions. In particular, the memory may store an insight investigation program that causes the processor to execute a series of processes (insight investigation methods) performed by the server 3. The memory consists of ROM and RAM. The processor consists of at least one of a CPU, MPU, and GPU.

[0023] The storage device 31 is, for example, a storage device such as an HDD, SSD, or flash memory, and is configured to store programs and various data. The storage device 31 stores multiple video data, gaze point data for each user U, and facial expression data for each user U. The storage device 31 also stores user information tables related to the information of each user U and user information tables related to each provider P that uses the insight research application. The user information tables include attribute information for each user U. For example, the user information tables may include at least one of the following for each user U: identification information, gender information, age information, household size information, address information, and occupation information. The user information tables may also include identification information, attribute information, login information, etc., for each provider P.

[0024] The input / output interface 32 is an interface that enables connection between an external device and the server 3, and includes an interface that conforms to a predetermined communication standard such as the USB standard or the HDMI standard. The communication unit 33 may include various wired communication modules for communicating with external terminals on the communication network 8. The input operation unit 34 is, for example, a touch panel, mouse, and / or keyboard, and is configured to receive input operations from the operator and generate operation signals corresponding to the operator's input operations. The display unit 35 is, for example, composed of a video display display and a video display circuit.

[0025] Provider terminal 4 is a terminal operated by provider P, which uses the insight research application provided by server 3. In this embodiment, multiple provider terminals 4 are provided in the insight research system 1 (in other words, multiple providers P use the insight research application in this embodiment), but for the sake of explanation, only one provider terminal 4 is shown in Figure 1.

[0026] [Configuration of provider terminals] Referring to Figure 4, the hardware configuration of the provider terminal 4 will be described below. Figure 4 is a diagram showing an example of the hardware configuration of the provider terminal 4. As shown in Figure 4, the provider terminal 4 may be, for example, a personal computer, a smartphone, a tablet, or a wearable device attached to provider P. The provider terminal 4 has a web browser. The insight survey application will run on the web browser of the provider terminal 4. The provider terminal 4 comprises a control unit 40, a storage device 41, an input / output interface 42, a communication unit 43, an input operation unit 44, and a display unit 45. These elements are connected to a communication bus 46.

[0027] The control unit 40 includes memory and a processor. The memory is configured to store computer-readable instructions (programs). For example, the memory consists of ROM and RAM. The processor consists of at least one of a CPU, MPU, and GPU.

[0028] The storage device 41 is, for example, a storage device such as an HDD, SSD, or flash memory, and is configured to store programs and various data. The input / output interface 42 is an interface (for example, USB or HDMI) that enables connection between an external device and the provider terminal 4. The communication unit 43 is configured to connect the provider terminal 4 to the communication network 8 and includes a wireless communication module and / or a wired communication module. The input operation unit 44 is, for example, a touch panel, mouse, and / or keyboard, and is configured to receive input operations from the provider P and generate operation signals corresponding to the input operations from the provider P. The display unit 45 is, for example, composed of a video display and a video display circuit.

[0029] [Overview of the process] Referring to Figure 5, the overview of the processes performed by the Insight Survey System 1 is described below. Figure 5 shows a sequence diagram of the processes performed between the provider terminal 4, the server 3, and the user terminal 2. This process is broadly composed of survey setup (S101-S104), acquisition of user biometric information (S111-S115), and output of survey results (S121-S122). In this insight survey, the surveys in S111-S115 are conducted on multiple users (subjects), and then the survey results are output in S121-S122 based on the data obtained; however, the number of users may be just one. In addition, some or all of the processes of the server 3 may be performed by the provider terminal 4 or the user terminal 2 instead.

[0030] #Survey setup# In S101, Server 3 uses the communication unit 33 to send the settings screen to Provider Terminal 4. In S102, Provider Terminal 4 uses the communication unit 43 to receive the settings screen from Server 3 and displays the settings screen using the display unit 45. In response, Provider P configures the survey settings via the displayed settings screen. Details of the settings will be described later with reference to Figure 7. In S103, Provider Terminal 4 uses the input operation unit 44 to receive the survey settings and uses the communication unit 43 to send the settings to Server 3. In S104, Server 3 uses the communication unit 33 to receive the survey settings from Provider Terminal 4 and stores them in the storage device 31.

[0031] #Acquiring user biometric information# In S111, Server 3 transmits content to User Terminal 2 using Communication Unit 33. In S112, User Terminal 2 receives content from Server 3 using Communication Unit 23 and displays the content using Display Unit 25. User U then views the displayed content. In S113, User Terminal 2 acquires the user's biometric information (such as gaze information and facial expression information) using Imaging Unit 22 and transmits this biometric information to Server 3 using Communication Unit 23. In S114, Server 3 receives the biometric information from User Terminal 2 using Communication Unit 33. In S115, Server 3 analyzes the biometric information using Control Unit 30 and saves the analysis results, i.e., the insight survey results (for example, various scores described in Patent Documents 1 and 2, and area attention scores described later) using Storage Device 31. Details of S111 to S115 are omitted as they can be explained using the techniques described in Patent Documents 1 and 2, for example. Details of the area attention score calculation method will be described later.

[0032] #Output of survey results# In S121, server 3 uses communication unit 33 to transmit the survey results to provider terminal 4. In S122, provider terminal 4 uses communication unit 43 to receive the survey results from server 3 and uses display unit 45 to display (output) the survey results. Upon receiving this, provider P confirms the displayed survey results. Details of the output will be described later with reference to Figure 9.

[0033] [Specific examples of content] Figure 6 shows a specific example of content in this embodiment. Content C101 shows the overall structure of the content. The left side corresponds to the first half of the content, and the right side corresponds to the second half of the content. Content C101 is mainly assumed to be a vertically oriented image, such as those displayed on a web page. In this case, users U and providers P will view the content from top to bottom by scrolling with the mouse while looking at the image.

[0034] [Details of area settings] Figure 7 shows the area setting screen displayed on the display unit 45 in S102. On this screen, content C 101 is displayed on the left, and the operation unit U101 for setting is displayed on the right. Within content C101, area C201, which is a part of it, is set as the analysis target by provider P through an operation such as dragging with the mouse. The name of area C201 can be set via operation unit U102. The description of area C201 can be set via operation unit U103. Area C201 can be set numerically via operation unit U104. For example, when area C201 is specified, the positions of the points corresponding to its four corners are numerically recorded in operation unit U104, and provider P can make minor adjustments to the area by modifying the numerical values ​​based on this. At this time, when the numerical values ​​in operation unit U104 are modified, area C201 should also be changed in conjunction with that. When operation unit U105 is clicked, the various information set in Figure 7 is stored in the storage device 41. By repeating the above operations, it is possible to set up multiple areas C201.

[0035] [Content after area setting] Figure 8 shows content C101 after area settings. Area C201 is displayed with a frame for identification, as defined in Figure 7. Area name C202 is also displayed in the position corresponding to area C201. Figure 8 may also be displayed on the display unit 45 after the settings in Figure 7, according to instructions from provider P, etc.

[0036] [Details of the insight survey results output] Figure 9 shows the output screen of the insight survey results displayed (output) on the display unit 45 in S122. On this screen, the analysis results of S115 are displayed for each area set in S102 (Figure 7). Thumbnail U201 is a reduced thumbnail of the image of area C201 set in Figure 7. Area information U202 is the name and description of the area set in Figure 7. Survey result U203 is the analysis result of S115. This survey result includes various scores described in Patent Document 1 and Patent Document 2, and area attention level, which will be described later. In addition to displaying the survey results on the terminal in this way, the output format may also be, for example, downloading the same information as CSV data.

[0037] [Content after the insights survey] Figure 10 shows content C101 after the insight survey. Area attention level C301 is displayed as a point at the position corresponding to area C201. Areas with the highest area attention level (or several top areas), such as area C302, are displayed in a way that makes them distinguishable from other areas, such as by changing the frame or text color. The number of areas to be watched may be set according to the instructions of provider P. Figure 10 may be displayed (output) on the display unit 45 in place of Figure 9, according to the instructions of provider P, etc.

[0038] [Example 1 of outputting the area of ​​interest: Overlaying a heatmap] As a variation of Figure 10, a gaze heatmap may be superimposed on content C101. This heatmap can be created in the analysis of S115 based on the gaze position information for each time period described above. This makes it possible to evaluate which parts of the content are truly attracting attention from a more multifaceted perspective.

[0039] [Variation 2 of output for the area of ​​interest: Overlaying the line of sight] As a variation of Figure 10, arrows indicating the trajectory of the gaze may be superimposed on content C101. These arrows can be created in the analysis of S115 by connecting two consecutive time-based gaze position information points as described above. Here, arrows corresponding to gazes entering / leaving an area may be emphasized, and among these, arrows corresponding to return gazes may be particularly emphasized to make them distinguishable from other arrows. This makes it possible to evaluate the causal relationship of how the gaze moved within the content and how it led to attention from a more multifaceted perspective. Note that either one or both of the variations 1 and 2 may be superimposed on Figure 10, and this may be set arbitrarily.

[0040] [Calculation of Area Attention Level] In the analysis of S115, the area of ​​interest is calculated as follows: First, as a prerequisite, S113 samples the user's gaze while viewing content at predetermined time intervals and records the gaze position information on the content for each time point. In S115, for each gaze position information, the area settings are referenced to determine whether the gaze position falls within any area. If it does, area information indicating the corresponding area is added as attribute information to the gaze position information. Furthermore, the following three metrics are measured for each gaze position information. (1) Gaze retention rate For each area, the number of eye-tracking location data points within that area is measured for each user, and the ratio to a predetermined upper limit is calculated (number of eye-tracking location data points in the area / predetermined upper limit) to determine the user-specific eye-tracking dwell rate. If this ratio exceeds 1, it is set to 1. The average of the user-specific eye-tracking dwell rates for all users is converted to a score from 0 to 100, and this is determined as the eye-tracking dwell rate V for that area. (2) Reading score For each area, the amount of horizontal movement between consecutive gaze position information within that area is measured for each user, and the number of gaze position information where this movement amount is within a predetermined threshold (indicating a state where text is being read or where an image or part of it is being particularly focused on) is counted. The user-specific reading rate is calculated by dividing this measured value by the total number of gaze position information within that area (number of gaze position information where the amount of horizontal movement between consecutive gaze position information within that area is within the predetermined threshold / total number of gaze position information within that area). The average of the user-specific reading rates for all users is converted into a score from 0 to 100, and this is the reading score H for that area. (3) Return visit score For each area, the system detects locations where the area ID changes based on gaze position information sorted chronologically. This allows for the classification and identification of a series of consecutive stays within the same area as "segments." Of these segments, only those where the stay time exceeds a predetermined threshold are counted as "valid segments." For each user, the number of valid segments (for that user) in that area is aggregated. The number of valid segments from the second visit onward is used as the baseline, and the number of valid segments from the second visit onward is calculated as the "number of return visits" (i.e., number of return visits = number of valid segments - 1). Based on the number of return visits, user-specific return visit points will be awarded according to the following rules. • If the number of return visits is 0 (number of valid segments is 1): 0 points • If the number of return visits is 1 (number of valid segments is 2): 50 points • If the number of return visits is 2 or more (number of valid segments is 3 or more): 100 points The average of the user-specific return visit points calculated for all users is defined as the return visit score R for that area. (4) Formula for calculating area attention Using the three indicators described above, the area's level of attention is calculated for each area using the following formula. P = V + H + R P: Area Attention Level V: Gaze retention rate (0~100) H: Read score (0-100) R: Return visit score (0-100) The formula is not necessarily limited to the one above; any method that comprehensively evaluates the degree of eye dwell time within an area, the degree of eye reading activity, and the frequency of return visits to the area, and assigns higher points to areas with higher values ​​in these areas, is acceptable. Furthermore, each indicator may be multiplied by a weighting coefficient. For example, it is possible to set different weights for each indicator, such as P = α × V + β × H + γ × R (where α, β, and γ are weighting coefficients). The weighting coefficients may also be varied depending on the type and location of the area. Additionally, the rules for assigning session-specific return points in the return visit score are not limited to the above; other rules that assign higher points to more return visits may be adopted. Furthermore, in calculating P, in addition to using all three VHRs, a method using one or any two of them may also be adopted.

[0041] [In-depth interview conducted by AI] Figure 11 shows the screen when conducting an in-depth interview using AI based on area attention. This can be realized, for example, based on the technology described in Patent 7750587. In this technology, by inputting content C401 into the AI ​​for the area with the highest area attention score calculated in this invention (it could also be the second or third highest), questions Q101 are displayed to interview the user about why they focused on that area (the AI ​​may analyze the characteristics of the area and add them to the questions), and the user's answer A101 is received. Note that the interview may be conducted using a pre-written template instead of AI. As a result, the results of the in-depth interview with the user are stored in association with the areas that received the highest attention, making the insight survey results more comprehensive.

[0042] [If the content is a video] Up to Figure 10, the explanation described the case where the content is an image (still image), but as shown in Figure 11, the content can also be a video. For example, C401 displays multiple designs of a product package, switching between them every few seconds, as a series of scenes in different time sequences. In this case, area settings can be made for each scene or for the entire time sequence. When area settings are made for each scene, scene settings indicating the start and end times of the scenes in the content are stored for each scene. Then, for each eye-tracking position, the scene settings are referenced to determine whether the eye-tracking position is included in any scene, and if it is, scene information indicating the corresponding scene is added as attribute information of the eye-tracking position information, along with the area information. Then, scene attention is calculated using the same method as for area attention. This makes it possible to output which scenes / areas in the video attracted particular attention as part of the insight survey results.

[0043] Although embodiments of the present invention have been described above, the technical scope of the present invention should not be interpreted as being limited by the description of these embodiments. These embodiments are examples, and it will be understood by those skilled in the art that various modifications to the embodiments are possible within the scope of the invention described in the claims. The technical scope of the present invention should be determined based on the scope of the invention described in the claims and the scope of its equivalents. [Explanation of Symbols]

[0044] 1: Insight survey system, 2: User terminal, 3: Server, 4: Provider terminal, 8: Communication network, 20: Control unit, 21: Storage device, 22: Imaging unit, 23: Communication unit, 24: Input operation unit, 25: Display unit, 26: Speaker, RTC: 28, 30: Control unit, 31: Storage device, 32: Input / output interface, 33: Communication unit, 34: Input operation unit, 35: Display unit, 40: Control unit, 41: Storage device, 42: Input / output interface, 43: Communication unit, 44: Input operation unit, 45: Display unit, P: Provider, U: User

Claims

1. An insights research system that investigates user insights regarding content, By any two or more of the multiple information processing devices included in the aforementioned insight research system, The aforementioned content accepts area settings, Display the aforementioned content, The gaze information of the user when they viewed the content is obtained, By analyzing the aforementioned gaze information, the gaze dwell rate, reading score, and return visit score for the area are calculated. By integrating the aforementioned gaze dwell rate, the aforementioned reading score, and the aforementioned return visit score, the level of attention given to the area is calculated. Outputting information indicating the level of attention, Insight research system.

2. In the output, along with the content, the level of attention given to the area is displayed. The insight research system according to claim 1.

3. In the output, along with the content, areas that attracted significant attention are displayed in an identifiable manner. The insight research system according to claim 1.

4. By analyzing the aforementioned gaze information, a heatmap corresponding to the user's gaze is created. In the output, the heatmap is displayed superimposed on the content. The insight research system according to claim 1.

5. By analyzing the aforementioned gaze information, a trajectory corresponding to the user's gaze is created. In the output, the trajectory is displayed superimposed on the content. The insight research system according to claim 1.

6. Regarding the areas that attracted the most attention, we will conduct interviews with the users mentioned above. The insight research system according to claim 1.

7. The aforementioned content is a video. To calculate the level of attention given to each scene in the aforementioned video, The insight research system according to claim 1.

8. An insight research method in an insight research system for investigating user insights regarding content, By any two or more of the multiple information processing devices included in the aforementioned insight research system, The aforementioned content accepts area settings, Display the aforementioned content, The gaze information of the user when they viewed the content is obtained, By analyzing the aforementioned gaze information, the gaze dwell rate, reading score, and return visit score for the area are calculated. By integrating the aforementioned gaze dwell rate, the aforementioned reading score, and the aforementioned return visit score, the level of attention given to the area is calculated. Outputting information indicating the level of attention, Insight research methods.

9. An insight research program that causes the insight research method described in claim 8 to be executed by any two or more of the plurality of information processing devices included in the insight research system.

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