Information processing device, information processing method, and information processing program

Abstract

To provide a marketing research support system that can quickly perform store evaluation from customers' view point and assist in visualization of customer evaluation on a store-by-store basis.SOLUTION: A marketing research support system comprises: a collection unit that collects questionnaire answer data from members for a store research questionnaire as store research raw data; an extraction unit that extracts the store research raw data for members who satisfy predetermined conditions as research data from the store research raw data; and a compilation processing unit that compiles the research data and outputs a research result report.SELECTED DRAWING: Figure 2

Description

[Technical field]

[0001] The present invention relates to an information processing device, an information processing method, and an information processing program for supporting marketing research. [Background technology]

[0002] It is generally known that conducting marketing research is a way to analyze customer evaluations and satisfaction levels for one's own stores. For example, companies are known to use mystery shopping to compare their own stores with those of other companies in order to improve the quality of services at their stores and differentiate them from their competitors. In mystery shopping, mystery shoppers commissioned by a company pose as customers to investigate the actual business operations of stores, and the mystery shoppers investigate the company's own stores and competitors' stores.

[0003] By conducting mystery shopping, it is possible to obtain an evaluation of the target store from the consumer's point of view. However, in order to conduct mystery shopping, it is necessary to consider who will be the investigator, what the investigation will cover, and how to conduct the investigation, depending on the situation of the target store, and this poses the problem of the time and cost required to carry out the investigation. For this reason, some have attempted to use computers to conduct investigations of target stores.

[0004] Patent Document 1 describes a store advice method that analyzes strategic trade areas and provides advice to stores, in which the store divides customers who visit the store into strategic trade areas and non-strategic trade areas based on address information and purchase information from a specific number of customers, calculates market share, and provides advice such as how to improve the store's ability to attract customers.

[0005] Patent Document 2 describes a survey information collection system that can accurately collect customer survey information and make store operations and strategies more efficient. The system allows only customers whose identification codes are read from a portable information terminal device in the store to respond to the survey, preventing the same customer from responding to the survey multiple times or from fraudulently responding to a survey even when they have not visited the store, thereby enabling accurate collection of customer survey information.

[0006] Patent document 3 describes an improvement information output device that analyzes and evaluates collected questionnaire response information using multiple items for analysis and evaluation, generates and outputs management improvement information for the service provider, and can immediately provide the management improvement information to the service provider from the questionnaire response information.It further describes that the management improvement information for each analysis and evaluation item is generated and output as a single display radar chart, a time series display radar chart, and a comparison display radar chart with others. [Prior art documents] [Patent documents]

[0007] [Patent Document 1] JP 2002-123787 A [Patent Document 2] JP 2004-246839 A [Patent Document 3] JP 2005-92842 A Summary of the Invention [Problem to be solved by the invention]

[0008] In the above conventional technology, it is possible to conduct marketing research from address information and purchase information of specific customers who visit a store, but since the number of customers who visit a store is limited, it is difficult to collect sufficient customer data for conducting marketing research. Also, in order to accurately collect customer survey information, it is necessary to authenticate that the customer is a legitimate customer, which not only places a burden on the customers but also creates problems in that the installation and operation of a computer system is costly for the store.

[0009] In addition, various graphs are used to display management improvement information for each analysis and evaluation item based on customer survey responses, etc. However, the results of marketing research are analyzed by various store personnel from management to the field, and there is a problem in that it is not possible to cover the needs of these store personnel.

[0010] The present invention has been made in light of the above-mentioned circumstances, and aims to provide an information processing device, an information processing method, and an information processing program that support marketing research by enabling speedy store evaluation from a customer's perspective based on sufficient customer data and visualization of customer evaluations on a store-by-store basis. [Means for solving the problem]

[0011] In order to solve the above problems, a first aspect of an information processing device for supporting purchasing analysis according to the present disclosure is characterized in that it comprises a collection unit that collects survey response data from members to a store survey survey as store survey raw data, an extraction unit that extracts, from the store survey raw data, store survey raw data of members who satisfy specified conditions as research data, and an aggregation processing unit that aggregates the research data and outputs a survey result report.

[0012] A second aspect of the information processing device according to the present disclosure is characterized in that the store survey raw data includes at least data on the store visited by the member and responses to a questionnaire regarding questions regarding the store survey.

[0013] A third aspect of the information processing device according to the present disclosure is characterized in that the member who satisfies the predetermined condition is a member who satisfies the condition that he or she spontaneously visited the store that is the subject of the survey.

[0014] A fourth aspect of the information processing device according to the present disclosure is characterized in that the condition of spontaneously visiting the store surveyed is a condition related to the place of residence of the member.

[0015] A fifth aspect of the information processing device according to the present disclosure is characterized in that the condition regarding the member's place of residence is that the member resides in the same administrative district as the store to be surveyed.

[0016] A sixth aspect of the information processing device according to the present disclosure is characterized in that the survey result report includes at least one of a general survey result report, a survey result report for the field / headquarters, a survey result report comparing the company's own stores with competing stores, and a fixed point survey result report.

[0017] A seventh aspect of the information processing device according to the present disclosure is characterized in that it further includes an acquisition unit that acquires a survey request regarding the survey target store from a survey requester. Effect of the Invention

[0018] According to the first aspect of the present disclosure, stores are evaluated using raw store survey data collected in advance by questionnaires to members, rather than by actual investigators such as mystery shoppers, so that raw opinions from the perspective of general consumers can be collected quickly and at low cost based on sufficient data. In addition, by conducting the survey, an interactive survey result report that visualizes customer opinions can be provided, allowing the strengths and weaknesses of the store to be clearly understood.

[0019] According to the second aspect of the present disclosure, members can use the survey response data for a variety of purposes by recording and using the original survey response data to express their impressions of the pros and cons of stores in the course of their normal consumer behavior.

[0020] According to the third aspect of the present disclosure, a member is identified based on the condition that he / she naturally visited the store being surveyed, and the target store is evaluated based on a questionnaire about the store where the member actually shopped, so that an evaluation from the perspective of a customer who naturally visited the store can be obtained. This makes the evaluation acceptable to the surveyed store, and can directly lead to service improvements at the store.

[0021] According to the fourth aspect of the present disclosure, research data is extracted based on conditions related to the member's place of residence, making it easy to identify the range of customers who regularly use the store being surveyed.

[0022] According to the fifth aspect of the present disclosure, research data is extracted under the condition that the member resides in the same administrative district as the store surveyed, so that the range of customers who regularly use the store surveyed can be identified based on their living area.

[0023] According to the sixth aspect of the present disclosure, a variety of investigation result reports can be selectively displayed, allowing reports to be output according to the needs of those who intend to use the investigation result reports, from field staff to management.

[0024] According to the seventh aspect of the present disclosure, the questionnaire questions or the output format of the store survey results can be determined in accordance with the survey request from the survey requester, thereby making it possible to conduct a store survey in line with the needs of the survey requester. [Brief description of the drawings]

[0025] [Figure 1] FIG. 1 is a bird's-eye view showing an example of the overall configuration of a marketing research support system 1 to which an information processing device according to an embodiment of the present disclosure is applied. [Diagram 2] FIG. 2 is a diagram illustrating an example of a functional configuration of the research management device 2 according to an embodiment of the present disclosure. [Diagram 3] FIG. 3 is a diagram for explaining example questions and answers of a questionnaire according to the first embodiment of the present disclosure. [Figure 4] FIG. 4 is a diagram illustrating an example of a member table according to the first embodiment of the present disclosure. [Diagram 5] FIG. 5 is a diagram illustrating an example of store survey raw data according to an embodiment of the present disclosure. [Figure 6] FIG. 6 is a diagram illustrating an example of a functional configuration of the survey request device 4 according to an embodiment of the present disclosure. [Figure 7] FIG. 7 is a diagram illustrating an example of a functional configuration of the user device 5 according to the embodiment of the present disclosure. [Figure 8] FIG. 8 is a flowchart for explaining an example of the operation of the research management device 2 according to the first embodiment of the present disclosure. [Figure 9] FIG. 9 is a diagram showing an example of a general-purpose investigation result report according to the first embodiment of the present disclosure. [Figure 10] FIG. 10 is a diagram showing an example of a survey result report for the field and headquarters according to the first embodiment of the present disclosure. [Figure 11] FIG. 11 is a diagram showing an example of a comparison survey report between a company's store and a competing store according to the first embodiment of the present disclosure. [Figure 12] FIG. 12 is a diagram showing an example of a fixed point survey result report according to the first embodiment of the present disclosure. DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

[0026] Hereinafter, multiple embodiments of the present disclosure will be described in detail with reference to the drawings. In the following description, configurations and elements that are the same as or similar to configurations that have already been described will be given the same reference numerals and descriptions thereof will be omitted.

[0027] First Embodiment An example of a marketing research support system 1 according to the first embodiment will be described below with reference to the drawings.

[0028] (1) Overall configuration of marketing research support system 1 Fig. 1 is a bird's-eye view showing an example of the overall configuration of a marketing research support system 1 to which an information processing device, an information processing method, and an information processing program according to a first embodiment of the present disclosure are applied. The marketing research support system 1 in Fig. 1 includes a research management device 2, a store device 3 installed in a store or headquarters, a survey request device 4 used by a person requesting a store survey, and a user device 5 used by a user (also called a "member," "consumer," "customer," etc. depending on the situation) who receives and responds to a questionnaire, and these information processing devices are connected via a network 6 such as the Internet.

[0029] The research management device 2 is assumed to provide a membership service. In the membership service, membership management is performed based on member data. Here, a point service operated by a specific point issuing company, for example, a P point service, is taken as an example. The store using the store device 3 and the user using the user device 5 are assumed to participate in the P point service. When a user purchases a product or service at each store, P points are given according to the purchase amount, and the user can use the P points for purchases. The store may be of any type, including, for example, a small store run by an individual or a private company, a large retail store such as a shopping center, a department store, etc. In the case of a franchise formed, such as a convenience store, the store may be a directly managed store or a franchised store managed by a specific franchisor. Furthermore, the store is not limited to a real store, and may be a virtual store on a network.

[0030] The research management device 2 communicates with the store devices 3, the survey request device 4, and the user devices 5 via the network 6, and is responsible for managing the entire marketing research support system 1. The research management device 2 acquires transaction data from the store devices 3. The transaction data is data managed by the store devices 3, and includes customer purchase data and point management data.

[0031] The research management device 2 executes survey processing such as distribution and collection of store survey questionnaires, collection processing of store survey raw data, acquisition processing of survey request items, extraction processing of research data, and tabulation processing. The store survey questionnaire includes at least questions about the visited store and the store survey.

[0032] The research management device 2 sends a prepared store survey questionnaire to members and collects survey response data from members to the store survey questionnaire as store survey raw data. Here, the store survey raw data includes at least survey response data to questions about the store visited by the member and the store survey. In this way, all the store survey raw data collected from the members who are survey subjects is recorded as is in the store survey raw data table without any data processing or other manipulation. In the store survey raw data table, the survey response data of the corresponding member is arranged in the record of each member.

[0033] The research management device 2 acquires a research request for a store to be surveyed from a research requester. The research request from the research requester includes store research request items such as the store to be surveyed, research items, and a research result report. The store to be surveyed is specified by the company name and the store name. Furthermore, the store to be surveyed may include one or more arbitrary stores, such as the company's own store or a competitor's store. Furthermore, the store to be surveyed is not limited to a real store, and may be a virtual store.

[0034] The research management device 2 extracts store survey raw data of members who satisfy a predetermined condition from the store survey raw data collected from all surveyed members as research data. Here, a member who satisfies the predetermined condition is a member who satisfies the condition of having naturally visited the surveyed store. The condition of having naturally visited the surveyed store is, for example, a condition related to the member's place of residence, and specifically, if a member lives in the same administrative district as the surveyed store, the member is determined to satisfy the predetermined condition. By using the store survey raw data of members who satisfy such conditions as research data, a store survey can be conducted using survey responses obtained from the customer's perspective when they naturally visited the surveyed store.

[0035] The research management device 2 compiles the research data and outputs a predetermined survey result report. As survey result reports, general-purpose survey result reports and survey result reports for specific purposes are prepared. If the survey requester sets additional questions as store survey request items, a survey result report including answers to the additional questions is created.

[0036] The store device 3 is installed in a store or a headquarters, etc., and is an information processing device that manages and records purchase data and point management data at the store as transaction data. When requested by the research management device 2, the store device 3 transmits transaction data to the research management device 2. The transaction data includes at least IDPOS data and point management data. IDPOS data is POS data linked to customer information by an identifier that identifies the customer. Here, for example, an ID that identifies a member of the P point service can be used as an identifier that identifies the customer. The purchase data includes data such as the store used by the customer, date and time, quantity, and price. The point management data includes the customer's point usage history, such as points given to the customer at the time of purchase and points used by the customer.

[0037] The survey request device 4 receives an application form for a store survey from the research management device 2, and returns the application form entered by the survey requester to the research management device 2. The store survey application form includes at least specifications for the stores to be surveyed, the survey request items, and the survey results report. Any method may be used to enter the survey items, but the form may be configured, for example, so that desired items can be selected from multiple items using a pull-down menu. The survey requester can add new questions to the application form. When the store survey by the research management device 2 is completed, the survey request device 4 receives the survey results report from the research management device 2.

[0038] The user device 5 is an information processing device used by a member of a membership service managed by the research management device 2. The user device 5 receives a shop survey questionnaire from the research management device 2 and returns the questionnaire response data to the research management device 2.

[0039] (2) Hardware Configuration (2-1) Research Management Device 2 The research management device 2 includes a processor 21, a memory 22, a storage 23, a communication interface (communication I / F) 24, an input / output interface (input / output I / F) 25, and a bus 26 connecting them. The processor 21 controls the operation of the entire research management device 2. The processor 21 may be a general-purpose processor such as a CPU, MPU, or GPU, but may also be a dedicated processor such as an ASIC or FPGA. The memory 22 is a main storage device and includes a RAM, etc. The storage 23 is an auxiliary storage device and includes a non-volatile storage device such as a hard disk drive (HDD) or a solid state drive (SSD). The communication interface (communication I / F) 24 is a wired or wireless communication interface and is a module for communicating with the store device 3, the user device 5, etc. via the network 6. The network 6 is, for example, the Internet, and may include access networks such as a LAN, a WAN, a mobile communication network, a wired telephone network, a FTTH, and a CATV network. An input / output interface (input / output I / F) 25 receives input data from an external device and outputs output data to an external device.

[0040] (2-2) Store equipment 3 The in-store device 3 includes at least a processor, a memory, a storage, a communication interface (communication I / F), an input / output interface (input / output I / F), and a bus connecting these. The in-store device 3 corresponds to, for example, a POS device installed in the store, or a management server located in the headquarters which is the upper authority of the store. The in-store device 3 does not have to be a single information processing device, and may be, for example, distributed among a plurality of information processing devices, or a single information processing device may be used in common for other processes.

[0041] (2-3) Investigation request device 4 The research request device 4 includes at least a processor, a memory, a storage, a communication interface (communication I / F), an input / output interface (input / output I / F), and a bus connecting these. The research request device 4 is connected to the research management device 2 so as to be able to communicate with each other.

[0042] (2-4) User device 5 The user device 5 includes a processor 51, a memory 52, a storage 53, a camera 54, a communication interface (communication I / F) 55, an input / output interface (input / output I / F) 56, a touch screen 57, and a bus 50 connecting these. Here, the storage 53 stores an operating system (OS), a web browser, application programs, various data, and the like. The touch screen 57 includes an input unit 58 and a display unit 59. The user device 5 is, for example, a mobile terminal such as a smartphone, a tablet terminal, or a notebook personal computer. The user device 5 may be a stationary computer such as a desktop personal computer. The user device 5 may also be an information processing device that collectively refers to a form in which a mobile terminal and a stationary computer are combined, such as answering a questionnaire using a stationary computer and displaying the questionnaire results using a mobile terminal.

[0043] (3) Functional configuration (3-1) Research Management Device 2 2 is a block diagram showing an example of the functional configuration of the research management device 2 according to the first embodiment. The functional configuration of the research management device 2 of the first embodiment includes a research management section 200, a storage section 210, and a communication control section 220. The communication control section 220 controls communication with the store devices 3 and the user devices 5 via the network 6 according to instructions from the research management section 200.

[0044] (3-1-1) Storage section 210 The memory unit 210 stores information for supporting marketing research, and includes a questionnaire storage unit 211 , a member data storage unit 212 , a store survey raw data storage unit 213 , and a research data storage unit 214 .

[0045] The questionnaire storage unit 211 stores store survey questionnaire data distributed to members, and questionnaire response data answered by members to the store survey questionnaire. The store survey questionnaire includes questions about the visited store (screening and store name) and a field for answering them, questions about store evaluation and a field for answering them, and questions about the respondent's attributes and a field for answering them. It is preferable that responses to questions in the store survey questionnaire be configured so that the appropriate answer can be selected from multiple options using a pull-down menu. It is also preferable that the comment field be configured so that comments can be written freely.

[0046] The member data storage unit 212 stores a member data table of the P point service managed by the research management device 2. In the member data table, a record for each member is formed in association with a member ID for uniquely identifying the member. In the record for each member, information such as name, sex, date of birth, address, family structure, hobbies, preferences, etc. is recorded.

[0047] The store survey raw data storage unit 213 stores a store survey raw data table. The store survey raw data table records a record for each member, and in each record, survey response data answered by the member to the store survey survey is recorded as store survey raw data.

[0048] In cases where members are distributed over a wide area, for example, when members are distributed nationwide, the store survey raw data table records the store survey raw data of members distributed nationwide. In other words, the store survey raw data table records in advance the evaluation of each store in the form of questionnaire response data by members so that stores nationwide can be surveyed.

[0049] The research data storage unit 214 records the store survey raw data of members who satisfy a predetermined condition, among the store survey raw data stored in the store survey raw data storage unit 213, as research data to be used for the store survey.

[0050] (3-1-2) Research Management Department 200 The research management unit 200 functions as a questionnaire processing unit 201, a store survey raw data collection unit 202, a survey request item acquisition unit 203, a research data extraction unit 204, and a compilation processing unit 205 by the processor 21 executing the program stored in the memory 22.

[0051] The questionnaire processing unit 201 sends the store survey questionnaire stored in the questionnaire storage unit 211 to the members and collects the questionnaire response data from the members. The store survey questionnaire may be configured to be sent at the instruction of an operator, but may also be sent periodically, for example, monthly or quarterly, so as to reflect the latest purchasing behavior of members. The store survey questionnaire may be sent to all members listed in the member data table. Alternatively, it may be sent only to members living in a specific administrative district. The store survey questionnaire may be sent directly by the research management device 2, or a destination list may be provided to a third party to entrust the sending. When the questionnaire processing unit 201 receives the response data to the store survey questionnaire from the user device 5, it stores the received questionnaire response data in the questionnaire storage unit 211.

[0052] In the first embodiment, as an example, the store survey questionnaire may be associated with a specific administrative district, for example, a prefecture, and the member may answer questions about supermarkets located in the prefecture. When using a pull-down menu to input answers about the stores used, only supermarkets located in the prefecture may be selectable. A warning may be displayed in the questionnaire to request that the member fill out information about the use of stores located in the prefecture.

[0053] The store survey questionnaire includes questions about the respondent's attributes, the store visited, and the store survey. Questions about the respondent's attributes can include items such as gender, age, occupation, marital status, family members living together, annual household income, and use of online supermarkets. Questions about the store visited include screening questions and store questions. Screening questions include questions about the supermarket (company name) used by the member. Questions about the store include questions about the name of the supermarket (company) visited by the member and the date of visit. Questions about the store survey include frequency of visit, time of visit, means of visit, purpose of visit, store image, desired products, satisfaction level, evaluation of the sales floor, store cleanliness, employee evaluation, intention to use in the future, recommendation level, and items in which opinions and requests can be entered.

[0054] Figure 3 is a table for explaining an overview of the stores visited, the questions and answers related to the store survey in a store survey questionnaire administered to one member. Note that the table in Figure 3 is not an example of the questionnaire form or answer sheet itself. The questionnaire form and answer sheet may have any data structure as long as they are configured to be able to present questions to members and to be able to receive and record the answers from members.

[0055] In Fig. 3, the name of the supermarket visited in the past month (Question 1) is exemplified as a screening question. In Fig. 3, the name of the store (Question 2) and the date of visit (Question 3) are exemplified as store questions. In the store survey, the time of visit (Question 4), purpose of visit (Question 5), frequency of visit (Question 6), means of visit (Question 7), desired product (Question 8), store image (Question 9), store satisfaction (Question 10), future intention to use (Question 11), store recommendation (Question 12), sales floor (Question 13), store facilities and cleanliness (Question 14), and employee attitude (Question 15) are exemplified. For each question, options are displayed in a pull-down menu, and it is desirable to configure the survey so that the appropriate answer can be selected. In addition, it is desirable to make the section requesting the member's comments, such as opinions and requests, a free-form entry section.

[0056] In the example of Figure 3, "Supermarkets used in one month" (Question 1) is set as screening information, and members answer about three supermarkets (companies): "Supermarket A," "Mall B," and "Department Store C." "Store name" (Question 2) and visit date (Question 3) are set as store information, and members answer "Store A" and "2023 / 03 / 01" for Supermarket A, "Main Store B" and "2023 / 05 / 23" for Mall B, and "Store C Town" and "2023 / 06 / 03" for Department Store C. Responses to store survey questions are also given as shown in Figure 3.

[0057] The store survey questionnaire in Fig. 3 includes questions and answers about respondent attributes (not shown), but if a member ID is entered when conducting the store survey questionnaire, the member ID may be used to use the contents of the member data table as respondent attributes. By using the member data table, in addition to basic information such as name, sex, and age, various information about members, such as family situation and hobbies, can be used as respondent attributes.

[0058] Fig. 4 is a diagram showing an example of the contents of a member data table. As shown in Fig. 4, a record is formed for each member ID, and in addition to address (zip code), gender, and date of birth, information such as occupation, annual income, marital status, family, and Internet use is also included. Note that the contents of the member data table are not limited to the example in Fig. 4, and may include any information related to the member.

[0059] The store survey raw data collection unit 202 collects survey response data from members from the survey storage unit 211, and incorporates the survey response data into the record for each member to generate store survey raw data. Then, a store survey raw data table including the store survey raw data for each member is formed and stored in the store survey raw data storage unit 213.

[0060] FIG. 5 is a diagram showing an example of a store survey raw data table. As shown in FIG. 5, the store survey raw data table records store information (screening, store name, date of visit) and survey response data for each question in the store survey for each member. For example, if a member with a member ID of PR00001 selects Supermarket A, Mall B, and Department Store C as the screening stores and answers the questions, the member's record records the answers and comments to each question about Supermarket A, followed by the answers and comments to each question about Mall B, and further the answers and comments to the questions about Department Store C. Survey response data is also recorded in the records of other members. In this way, the store survey raw data table records the results of store surveys from the perspective of customers who visited each store.

[0061] The survey request item acquisition unit 203 provides the survey request device 4 with a survey application form for applying for a store survey via the Web or email. The survey application form has entry fields for the survey request items that the survey requester wishes to survey, i.e., "survey target store" and "survey result report". In the entry field for the survey target store, the company's store name or the name of a competitor's store can be specified. If the survey target store is operated by a specific company, it is specified by a combination of the company name and the store name (for example, XX supermarket △ store). In the entry field for the survey result report, the desired report can be specified from the desired report of the general survey result report, the survey result report for the field / headquarters, the survey result report comparing the company's store with the competitor's store, and the fixed point survey report. When filling out the survey application form, the store and survey items may be selected using a pull-down method. There is also an option to add or delete survey items, and when this option is selected, a question to be added or deleted can be set. When a new question is requested to be added, the research management device 2 may conduct a questionnaire survey of the members regarding the question and add the member's response to the store survey raw data.

[0062] The investigation request item acquisition unit 203 receives the investigation application form from the investigation request device 4, and accepts the investigation request if there are no formal errors in the application content. The investigation request item acquisition unit 203 acquires the investigation request items, such as the investigation target store and the investigation result report, entered in the investigation application form.

[0063] The research data extraction unit 204 extracts store survey raw data of members who satisfy predetermined conditions from the store survey raw data storage unit 213, and stores it as research data in the research data storage unit 214. Members who satisfy the predetermined conditions are members who satisfy the condition that they naturally visited the store being surveyed, and for example, members who satisfy the condition related to their place of residence can be considered to be members who naturally visited the surveyed store.

[0064] The conditions related to place of residence can be specified by administrative district. For example, if a member who answers the questionnaire lives in the same administrative district as the store being surveyed, the member can be determined as a member who naturally visited the store being surveyed. As an example, if the store being surveyed is located in a certain prefecture, a member who lives in the same prefecture can be determined as a member who naturally visited the store being surveyed. Administrative districts can be set arbitrarily, not limited to prefecture units, and administrative districts can also be set by city, town, village, or a combination of these.

[0065] The condition regarding the place of residence can be specified by the trade area of ​​the store surveyed. For example, a member who lives within the trade area of ​​the store surveyed can be considered as a member who naturally visited the store surveyed. If the address of the member is within the trade area of ​​the store surveyed (for example, within XX km from the store), it can be determined that the member satisfies the condition that the member naturally visited the store surveyed. At this time, the means of transportation, travel time, or travel cost can be taken into consideration to determine whether the member can be considered as a customer who naturally visited the store surveyed. For example, even if the address of the member is outside the trade area, if there is a convenient means of visiting the store and the cost of visiting the store is low, it can be determined that the condition regarding the place of residence is satisfied. In addition, the condition that the member naturally visited the store varies depending on the products handled by the store surveyed. When purchasing home appliances, a home appliance retail store can be within the range of natural visits even if it is located in the suburbs, and when purchasing gifts, a department store can be within the range of natural visits even if it is somewhat far away.

[0066] If the number of members who satisfy the residential condition is small, the residential condition may be broadened to include, for example, members from neighboring administrative districts. In this case, the survey requester may be notified that the research data extraction range will be broadened, and relaxed residential conditions may be used at the request of the survey requester.

[0067] The tallying unit 205 reads out the research data from the research data extraction unit 204 and executes tallying processing. The tallying unit 205 outputs a survey result report in a general-purpose display format or a survey result report in a purpose-specific display format based on the tallying results.

[0068] The tallying processor 205 outputs customer comments, a store list, a total question tally table, and a company-specific tally table as a survey result report in a general display format. In the customer comments, a list of customer attributes, store visit information, and comment contents is displayed for each store that has been collected as research data. This allows a list to be seen which store the customer used and what comments they made. In the store list, the number of responses and comments by customer for each store can be viewed in a list, as well as the evaluation results for each store. In the total question tally table, a comparison can be made for all questions between the company's own stores and other companies' stores, or between the company's own stores and all stores. In the company-specific tally table, the number of responses and response results of each company are displayed for each question. This table allows a list to be seen of the strengths of each store for each question.

[0069] The aggregation processing unit 205 can output, in display formats for different purposes, survey result reports for the field and headquarters intended for use at the field and headquarters, survey result reports comparing a company's own stores with competing stores for major supermarkets, and fixed-point survey result reports intended to grasp trends over time through fixed-point evaluations.

[0070] (3-2) Investigation request device 4 FIG. 6 is a block diagram showing an example of a functional configuration of the survey request device 4. As shown in FIG. The research request device 4 includes a research request management unit 400 and a communication control unit 320. The research request device 4 allows a research requester to make a research request to the research management device 2 and also receives a research result report from the research management device 2. Note that, although Fig. 6 illustrates one information processing device transmitting the research request and receiving and displaying the research report, these functions may be performed by separate information processing devices.

[0071] The processor executes application programs stored in the memory, and the investigation request management unit 400 functions as an investigation request item setting unit 401, an investigation request transmission unit 402, an investigation result receiving unit 403, and a display processing unit 404. Note that, although the application programs realizing the investigation request management unit 400 have been described here as being installed in the investigation request device 4, it may also be configured so that an investigation application form is filled out and submitted on the Web provided by the research management device 2.

[0072] The investigation request item setting unit 401 displays a predetermined investigation application form and acquires the investigation items input by the user. The investigation application form may be obtained from a website managed by the research management device 2, or may be attached to an e-mail sent by the research management device 2.

[0073] The survey application form is configured to allow the survey requester to specify, in addition to the survey requester's information such as name and contact information, the stores to be surveyed, the survey items, the survey results report, etc. It is desirable to configure the survey application form so that the stores and survey items can be selected using a pull-down menu when filling out the form.

[0074] Stores to be surveyed are specified by a combination of company name and store name (for example, XX supermarket △ store). Survey items include preset standard survey items, and as an option, new questions can be specified to add survey items or delete questions. Survey result reports can be specified as any or all of the following: general-purpose survey report, survey result report for the field / headquarters, survey result report comparing company stores with competitor stores, and fixed point survey report.

[0075] The investigation request sending unit 402 acquires the input data of the investigation application form by the user, and when the user presses the "Apply" button, transmits the completed investigation application form to the research management device 2. When the investigation result report is transmitted from the research management device 2, the investigation result receiving unit 403 acquires and records the investigation result.

[0076] The display processing unit 404 displays the investigation result report. The investigation result report includes a general-purpose investigation result report and an objective-specific investigation result report, and is configured to be selectable and displayed according to the viewer.

[0077] (3-3) User device 5 FIG. 7 is a block diagram showing an example of the functional configuration of a user device 5 used by a member. The user device 5 is an information processing device used by a member to respond to a store survey questionnaire, and includes a questionnaire management unit 500 and a communication control unit 520. The communication control unit 520 controls communication with the research management device 2.

[0078] The questionnaire management unit 500 functions as a questionnaire receiving unit 501 , a questionnaire response unit 502 , and a questionnaire sending unit 503 by the processor 51 executing an application program stored in the memory 52 .

[0079] The questionnaire receiving unit 501 receives the store survey questionnaire from the research management device 2. The store survey questionnaire includes an input field for the respondent's attributes and the like, as well as an answer field for the questions in the store survey questionnaire. The questionnaire response unit 502 displays the store survey questionnaire sent from the research management device 2 on the display unit 59 of the user device 5 and accepts input from the user. The questionnaire response unit 502 accepts input of the user's member ID, and then accepts the answer to the store survey questionnaire. The store survey questionnaire may be configured to be input in a format in which the answer is selected from options using a pull-down menu. When the questionnaire sending unit 503 detects that the input completion operation has been completed, such as by touching a "Submit" button included in the store survey questionnaire, the questionnaire sending unit 503 sends the questionnaire response data to the research management device 2.

[0080] (4) Operation of Marketing Research Support System 1 (4-1) Operation of Marketing Research Support System 1 8 is a diagram showing an example of a schematic flowchart of the research management program implemented in the research management device 2. The research management program will be described as a computer program installed in the research management device 2, but it may be executed by one computer or multiple computers in the research management device 2. Also, instead of implementing all the computer programs in the research management device 2, part of the processing by the computer program may be distributed to other information processing devices.

[0081] The research management program causes one or more computers to execute each of the steps of distributing and collecting store survey questionnaires from members (S1), collecting store survey raw data (S2), obtaining survey request items (S3), extracting research data (S4), and aggregating the research data (S5).

[0082] In the step of distributing and collecting the store survey questionnaire to the members (S1), the store survey questionnaire is sent to the members of the P point service. The research management device 2 reads out the member data table stored in the member data storage unit 212, and acquires the destination of each member. The research management device 2 also reads out the store survey questionnaire data from the questionnaire storage unit 211, and sends the store survey questionnaire to the destination of the member. The store survey questionnaire includes preset questions, but optional questions can be added if instructed by the survey requester. The store survey questionnaire may be conducted periodically, or at any time. Also, the survey response data answered by the members by the specified survey deadline is collected.

[0083] In the store survey raw data collection step (S2), the survey response data received from each member is recorded as store survey raw data in a store survey raw data table. The store survey raw data table is stored in the store survey raw data storage unit 213. When the store survey survey is conducted in association with the administrative district to which the survey target store designated by the survey requester belongs, the store survey raw data table, which is the survey survey result, may be managed by linking it to the administrative district.

[0084] In the step of acquiring survey request items (S3), a survey application form with survey request items filled in is received from the survey requester. In the step of acquiring survey request items (S3), the survey request items regarding the survey target store, survey items, and survey result report filled in on the survey application form are recorded.

[0085] In the research data extraction step (S4), store survey raw data of members who satisfy a predetermined condition is extracted from the store survey raw data table as research data to be used for analysis of the surveyed store. The predetermined condition is that the member naturally visited the surveyed store. Here, as an example, a member who satisfies the condition of naturally visiting the surveyed store can be a member who satisfies a condition related to the member's place of residence, such as a member who lives in the same administrative district as the surveyed store or a member who lives within the trade area of ​​the surveyed store.

[0086] In the research data aggregation step (S5), the research data is aggregated to generate a survey result report corresponding to the survey request items. As survey result reports, general survey result reports and survey result reports for specific purposes are prepared. If the survey requester uses new questions as options, a report is generated that includes the optional questions.

[0087] 9 is an example of a general-purpose survey result report output by the research management device 2. This survey result report includes four reports: "Customer comments," "List by store," "All questions summary table," and "Summary by company."

[0088] FIG. 9(a) is an example of a "Customer Comments" report. The "Customer Comments" report displays a list of comments made to companies included in the research data, and includes, as an example, company name, store name, gender and age group, time of visit, and comments. This report allows you to check a list of comments made by members to companies, including your own company. Note that in FIG. 9(a), the company name column displays all companies included in the research data, but the display order or total number of displays may be changed as specified by the survey requester.

[0089] FIG. 9(b) is an example of a "List by Store" report. The "List by Store" report shows an overview of the customer response status for companies included in the research data, and displays the number of responses to the store survey questionnaire for the company, the number of comments, and store-specific evaluations for each store of the company. The store-specific evaluations are a compilation of evaluations of the sales floor, the store, and employees, and are displayed on a 5-point scale for three evaluations: sales floor quality, store facilities, and employee attitude. The member inputs the response to the store-specific evaluation by selecting from preset options using a pull-down menu, but it is also possible to assign a score ranging from 0 to 5 points to each option and calculate the average of the evaluations selected by the member. For Supermarket A, the scores for (sales floor quality, store facilities, and employee attitude) are (4.1 points, 3.6 points, and 4.8 points). By looking at this "List by Store" report, the customer's evaluation of each store can be roughly understood. In particular, the three evaluations for each store can be displayed as numbers, making it easy to understand the customer's interest and evaluation of each store.

[0090] FIG. 9(c) is an example of the "All Questions Summary Table" report. In the "All Questions Summary Table" report, you can see detailed answers to all questions while comparing your own store with the store to be compared. In the upper table of FIG. 19(c), your own store (ABC supermarket) is selected as store 1, and all stores are selected as store 2, and the number of answers for store 1 is 3,512, and the number of answers for store 2 is 10,727. The lower table of FIG. 9(c) is a summary of the answers to question 11 (future use intention), and is output in a format that compares store 1 and store 2. In question 11, five options for future use intention are shown as examples, and the number of answers that selected each option and the composition ratio of each option are output. For example, the number of answers that selected "I would like to use store 1" was 1547, and the composition ratio was output as 44.0% (1547 / 3512). The difference is the difference obtained by subtracting the composition ratio of store 2 from the composition ratio of store 1. In Figure 9(c), a comparison is made between the company's own store and all stores, but it is possible to compare any two stores included in the research data, such as the company's own store and a competing store. Also, Figure 9(c) shows the tabulation results for question 11, but similar tabulation tables are output for other questions as well. The all-questions tabulation table allows you to arbitrarily select and compare the stores you want to compare with the questions you want to compare, making it possible to carry out a detailed comparative analysis of the two stores.

[0091] Figure 9(d) shows an example of a "Company-specific tally table" report. In the company-specific tally table, the response status for all companies and for each company is output by question. In the example of Figure 9(d), the tally results for question 13 (improved sales floor) are output, and along with the total number of responses, the ratio of each option to the total number of responses is output. The company-specific tally table makes it possible to see at a glance the response status for all companies and for each company for any question, enabling detailed situation analysis of companies.

[0092] Figures 10 to 12 are examples of survey result reports by purpose.

[0093] Figure 10 shows an example of a survey result report for the field and headquarters, an individual store comparison report that allows you to select the output contents for the field and the headquarters. Figure 10(a) is an example of an individual store comparison report (summary) for the field, and Figure 10(b) is an example of an individual store comparison report for headquarters, i.e., for management and headquarters managers.

[0094] In the individual store comparison report (summary) in Figure 10(a), the items "Would you recommend to friends or acquaintances?", "Three satisfaction levels," and "Positive check" are output in a graph format that allows users to intuitively grasp the key points. "Would you recommend to friends or acquaintances?" is a pie chart output of the percentage of recommenders, neutrals, and detractors for the store recommendation level, which is calculated by aggregating Question 12 (store recommendation level) from the store survey questionnaire. The store recommendation level is calculated by assigning weights to each of the options in Question 12. For example, a weight is assigned to 10 points for recommending, 8 points for neutral, and 0 points for not recommending among the multiple options available in Question 12, and each answer is assigned a rank of recommender (9 points, 10 points), neutral (7 points, 8 points), or detractor (0 to 6 points). Figure 10(a) is a pie chart output of the percentage of recommenders, neutrals, and detractors for the company's own stores. In addition, in Figure 10(a), the value obtained by subtracting the number of detractors from the number of promoters is quantified as the recommendation level (-22%), and this recommendation level can be used as an index for store evaluation. In the "Three Satisfaction Levels," questions 13 (Sales Floor Amenity), 14 (Store Facilities and Cleanliness), and 15 (Employee Attitude) are each quantified and output in the form of a radar chart while comparing the company's own stores with the overall level. In the "Positive Check" graph, the content of the options selected in questions 13 to 15 for the "Three Satisfaction Levels" are output in the form of a bar graph so that the company's own stores can be compared with the overall level.

[0095] The individual store comparison report (all questions summary table) in Figure 10(b) is a report for headquarters, and is a report to meet the needs of those who want to perform detailed comparative analysis between their own stores and other companies' stores, or detailed analysis for each question. In Figure 10(b), as an example, a report is output that combines the all questions summary table shown in Figure 9(c) and the company-specific summary table shown in Figure 9(d).

[0096] The individual store comparison report in Figure 10 allows the field staff to quickly confirm key points, while the headquarters can perform a more detailed analysis. In this way, even for the same company, by preparing survey result reports for the field and for headquarters, it is possible to perform analysis that meets the needs of those who use the survey results.

[0097] Figure 11 is an example of a survey result report comparing the company's own stores with competitors' stores. In "1. Surveyed stores" in Figure 11, the number of stores surveyed is shown, such as the company (company) and its stores, competitor A (company) and its stores, and competitor B (company) and its stores. In "2. Survey recipients," the number of survey recipients is shown, along with a diagram showing the distribution of residents in the trade area. In "3. Distribution results," the results of responses to the store survey questionnaire and the results of responses to each store are shown. In the "Summary" section, a bar graph is output comparing the proportion of items selected in question 15 (employee attitude) between the company's own stores and competitors' stores. In addition, the "Customer comments" section shows representative examples of comments obtained from the store survey questionnaire.

[0098] As shown in Figure 11, by outputting a survey result report comparing one's own store with competing stores, one can grasp the usage trends and evaluations of one's own store and other companies' stores. In this way, by visualizing the usage status and evaluations of one's own store compared to competing stores, one can objectively grasp customer trends and implement measures, rather than taking measures based on on-site intuition. In particular, since the data is compiled for all stores owned by a company, companies with many stores, such as major supermarkets, can easily compare with other major supermarkets.

[0099] FIG. 12 is an example of a fixed-point survey result report, which shows how customer evaluations change by conducting regular fixed-point evaluations for specific survey items. FIG. 12(a) selects fixed-point evaluation question 12 (store recommendation level) and graphs the change in store recommendation level over time, showing the monthly fluctuations in the recommendation levels of the company, competitors, and overall. FIG. 12(b) shows an example of the breakdown of recommendation levels for a single month. FIG. 12 shows the monthly changes in recommendation level, but items other than recommendation level may be selected from other questions for fixed-point evaluation. In addition, as another graph, it is also possible to visualize trends that appear in customer comments by analyzing and outputting customer comments using text mining.

[0100] As shown in Figure 12, a time series report that allows you to observe the same evaluation items over a long period of time makes it easy to understand the improvement status of a store.

[0101] The research requesting device 4 that has received the research result report displays on its display the research result report data received from the research management device 2. Note that the research result display is not limited to the research requesting device 4, and the research result report may be transferred to a relevant information processing device such as a field staff member or a manager, and the desired research result may be viewed and analyzed on the information processing device of the transfer destination.

[0102] According to the first embodiment, a questionnaire is conducted in advance for members who have been collected in advance, and the raw data of the questionnaire is recorded, so that data on the target stores can be extracted from a wide range in response to a store survey request. This makes it easy to compare the company's own store with a variety of competing stores. In addition, since the company's own store is compared with competing stores from multiple angles and the comparison results are made into an easy-to-read report, it becomes easier to find solutions to problems. In addition, there is no need for advance preparation such as mystery shopping, making it possible to conduct a low-cost and speedy store survey.

[0103] <Second embodiment> In the first embodiment, the research data was extracted from the store survey raw data table based on a predetermined condition for extracting research data from the store survey raw data table, i.e., a condition that the member naturally visited the store being surveyed, which is a condition related to the member's place of residence, specifically, that the member resides in a certain prefecture or trade area.

[0104] In the second embodiment, a condition based on any member data included in the member data table can be set as a condition for naturally visiting the store to be surveyed. For example, whether or not a member naturally visited the store may be determined on the condition that the member has specific attribute information. For example, if the store sells men's clothing, a male member may be determined as a member who naturally visited the store. In addition, whether or not a member naturally uses the store to be surveyed may be determined based on the content of "occupation" included in the member data. For example, if a member is an office worker and visits the store on a weekend or on a weekday evening, the member may be determined as a member who naturally visited the store.

[0105] In this way, the conditions for determining whether a person naturally visited the store surveyed can be set based on various conditions, such as residential conditions, attribute conditions that can be obtained from member data, and occupation conditions. Multiple conditions can also be used, such as a member who is male and an office worker. When multiple conditions are used, the conditions can be quantified based on whether or not they are satisfied, and when multiple conditions are satisfied, the total score of the numerical values ​​of each condition can be used to determine whether or not the person naturally visited the store surveyed. Alternatively, the score can be calculated by weighting each condition.

[0106] According to the second embodiment, by utilizing member data, the requirements of customers who naturally visit the store can be set in detail, so that the survey objectives can be set in detail and a multifaceted analysis of the stores surveyed can be performed.

[0107] <Third embodiment> In the second embodiment, when extracting research data from store survey raw data, the member data in the member data table is used to set the condition that the member naturally visited the store surveyed. In the third embodiment, the transaction data managed by the store device 3 is used to set the condition that the member naturally visited the store surveyed. That is, in the third embodiment, the purchase data of the member obtained from the transaction data can be used to determine whether the member naturally visited the store surveyed.

[0108] For example, when rating a restaurant, it may be desirable to have the rating by a member who has visited many restaurants. Also, when rating a store that deals in specialized products, it may be desirable to have the rating by a member who has purchased many of the target products. For such stores, in addition to the three typical aspects of store evaluation, namely, store completeness, store facilities, and employee satisfaction, viewpoints specific to the store or product may be required.

[0109] In this way, when evaluation from a viewpoint specific to a store or product is required, it is desirable to add conditions suitable for evaluating the viewpoint specific to the store or product when extracting research data from the raw data of the surveyed store. Therefore, it is possible to select, as members who naturally visited the surveyed store, members who indicate that they have purchased or used many products or services handled by the surveyed store in the past from the transaction data collected by the store device 3. Such a detailed analysis may be configured to be performed when an option is specified by the survey requester to request a detailed analysis.

[0110] According to the third embodiment, by utilizing the transaction data acquired from the in-store device 3, it is possible to obtain appropriate evaluations from the perspective of professional or experienced customers about stores that handle specific products or services, rather than simply attracting customers to the store naturally.

[0111] In the third embodiment, the transaction data acquired from the in-store device 3 is used, but more detailed conditions may be set by using both the transaction data and member data.

[0112] <Fourth embodiment> In the second and third embodiments, the condition that the customer naturally visits the store surveyed on a daily basis is used as the predetermined condition for extracting research data from the store survey raw data. In the fourth embodiment, it is possible to survey evaluations by customers who do not use the store surveyed on a daily basis but naturally visit the store surveyed, such as tourists, business travelers, or people returning home. When conducting such a survey, the condition that the customer naturally visits the store surveyed can be, for example, living outside the prefecture or living in a specific area. Whether or not a member satisfies such a condition can be determined by searching for the member's address using the member data table.

[0113] According to the fourth embodiment, it is possible to survey the evaluation of a target store not only of customers who visit the store on a daily basis, but also of customers who visit the store for various reasons, such as travel.

[0114] In the first to fourth embodiments, a marketing research support system including one research management device 2, one store device 3, and one user device 5 has been exemplified, but the number of these devices may be arbitrary. Also, while the configuration has been exemplified in which each of the research management device 2, the store device 3, and the survey request device 4 includes a storage unit, and the storage unit stores specific data, the present invention is not limited to such a configuration, and it is sufficient that the required data can be accessed over the network.

[0115] In the first to fourth embodiments, different embodiments are exemplified for the predetermined conditions for extracting research data from the store survey raw data including the member's questionnaire response data. It goes without saying that these embodiments are not limited to being used alone, and the predetermined conditions shown in the first to fourth embodiments may be used in any combination.

[0116] In the first to fourth embodiments, the research management device 2 has been described as managing the entire marketing research support system 1. However, the present invention is not limited to this, and the functions of the research management device 2 may be managed by another information processing device, or may be managed in a distributed manner by a plurality of information processing devices.

[0117] In the first to fourth embodiments, store survey raw data and research data are generated using members managed by the membership data of the P Point Service, but the data is not limited to such membership data, and may be a group of users managed by user ID, as long as the user ID is associated with purchase data.

[0118] The present disclosure is not limited to the above-described embodiments as they are, and in the implementation stage, the components can be modified and embodied without departing from the gist of the present disclosure. In addition, various inventions can be formed by appropriately combining multiple components disclosed in the above-described embodiments. For example, some components may be deleted from all the components shown in the embodiments. Furthermore, components across different embodiments may be appropriately combined. [Explanation of symbols]

[0119] 1... marketing research support system, 2... research management device, 21... processor, 22... memory, 23... storage, 24... communication I / F, 25... input / output I / F, 3... store device, 31... management device, 32... storage device, 4... survey request device, 41... management device, 42... storage device, 5... user device, 50... bus, 51... processor, 52... memory, 53... storage, 54... camera, 55... communication I / F, 56... input / output I / F, 57... touch screen, 58... input unit, 59... display unit, 6... network, 200... research management unit, 201... questionnaire processing unit, 202... store survey Raw data collection unit, 203...survey request item acquisition unit, 204...research data extraction unit, 205...tallying processing unit, 210...storage unit, 211...survey storage unit, 212...member data storage unit, 213...store survey raw data storage unit, 214...research data storage unit, 220...communications control unit, 400...survey request management unit, 401...survey request item setting unit, 402...survey request transmission unit, 403...survey result reception unit, 404...display processing unit, 420...communications control unit, 500...survey management unit, 501...survey reception unit, 502...survey response unit, 503...survey transmission unit, 520...communications control unit

Claims

1. a collection unit that collects survey response data from members to a store survey questionnaire as store survey raw data; an extracting unit that extracts store survey raw data of members who satisfy a predetermined condition from the store survey raw data as research data; a compilation processing unit that compiles the research data and outputs a survey result report; An information processing device comprising:

2. 2. The information processing device according to claim 1, wherein said store survey raw data includes at least data on stores visited by said members and survey responses to questions regarding the store survey.

3. 2. The information processing apparatus according to claim 1, wherein the members who satisfy the predetermined condition are members who satisfy a condition that they spontaneously visited the store that is the subject of the survey.

4. The information processing device according to claim 3 , wherein the condition of spontaneously visiting the store being surveyed is a condition related to the place of residence of the member.

5. The information processing device according to claim 4 , wherein the condition regarding the member's place of residence is that the member resides in the same administrative district as the store to be surveyed.

6. The information processing device according to claim 1 , wherein the investigation result report includes at least one of a general investigation result report, a field / headquarters investigation result report, a comparative investigation result report between the company's own store and a competitor's store, and a fixed point investigation result report.

7. The information processing apparatus according to claim 1 , further comprising an acquisition unit that acquires a survey request regarding the survey target store from a survey requester.

8. Collecting survey response data from members to a store survey questionnaire as store survey raw data; extracting store survey raw data of members who satisfy a predetermined condition from the store survey raw data as research data; aggregating the research data and outputting a research result report; An information processing method comprising:

9. An information processing program that causes a processor to operate as each of the units included in the information processing device according to claim 1 .

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