Marketing support information presentation system and marketing support information presentation method

Abstract

To provide a marketing support information presentation system by which a user can acquire useful information for wide-ranging marketing at low cost.SOLUTION: An information presentation system S includes a related information storage unit 1g configured to store in advance, for each of a plurality of questions, a first tag attached to the question, a reply to the question, and respondent information corresponding to the reply, in association with each other, a support request recognition unit 1h configured to recognize a support request, a questionnaire / reply generation unit 1n configured to extract, in response to the support request, a question based on the first tag and generate a questionnaire and its reply, and an information presentation unit 1o configured to present the generated questionnaire and its reply together with respondent information corresponding to the reply.SELECTED DRAWING: Figure 2

Description

[Technical Field]

[0001] The present invention relates to a marketing support information presentation system and a marketing support information presentation method for presenting information used by a user to carry out marketing. [Background technology]

[0002] In recent years, a method has been adopted in which a large amount of direct reaction data from individuals is acquired and used for marketing. Examples of reaction data used in this way include responses to questions that make up a questionnaire (see, for example, Patent Document 1). [Prior art documents] [Patent documents]

[0003] [Patent Document 1] Japanese Patent Publication No. 2020-119563 Summary of the Invention [Problem to be solved by the invention]

[0004] However, in the questionnaire system described in Patent Document 1, the content of the questions that make up the questionnaire is designed for the purpose of acquiring and analyzing information about a predetermined marketing target (for example, a brand, etc.).

[0005] In other words, in this questionnaire system, the questionnaire is individually designed for the user's own purposes by the user (e.g., a company, etc.) who wants to obtain data, either by themselves or by outsourcing it to another company, and the data obtained through the questionnaire is assumed to be used only for the user's own purposes.

[0006] Therefore, this questionnaire system has the problem that it is difficult to use due to the cost for users who do not have the capital to design a questionnaire themselves or outsource it to another company.

[0007] Furthermore, this survey system can only obtain information within the range that was preset when the survey was designed, so in order to conduct a wide range of analysis, multiple surveys or surveys containing a large number of questions must be conducted, which poses the problem of requiring large costs for implementation.

[0008] The present invention has been made in consideration of the above points, and aims to provide a marketing support information presentation system and a marketing support information presentation method that allow users to obtain useful information for conducting a wide range of marketing at low cost. [Means for solving the problem]

[0009] The marketing information presentation system of the present invention comprises: A marketing support information presentation system using a computer system for presenting information used by a user to carry out marketing, The system includes a first tag assigning unit, a response recognition unit, a respondent information recognition unit, a related information storage unit, a support request recognition unit, a second tag recognition unit, a corresponding tag recognition unit, a related information acquisition unit, a questionnaire and response generation unit, and an information presentation unit, the first tag assigning unit assigns a keyword or a purpose as a first tag to each of a plurality of questions in advance; the answer recognition unit recognizes in advance, for each of the plurality of questions that have been asked, an answer given by each of a plurality of respondents to the question; the respondent information recognition unit recognizes respondent information including attributes of each of the plurality of respondents in advance; the related information storage unit stores, in advance, for each of the plurality of questions, the first tag assigned to the question, the answer to the question, and the answerer information regarding an answerer corresponding to the answer among the plurality of answers, in association with each other; the assistance request recognition unit recognizes an assistance request regarding the marketing from the user; the second tag recognition unit recognizes, in response to the support request, a keyword or purpose corresponding to the marketing related to the support request as a second tag; the corresponding tag recognition unit recognizes the first tag that matches or is related to the second tag as a corresponding tag in response to the support request; the related information acquisition unit acquires, in response to the support request, the question to which the first tag recognized as the corresponding tag from among the first tags is assigned, the answer to the question, and the answerer information corresponding to the question, from the related information storage unit based on the corresponding tag; The questionnaire and answer generation unit responds to the support request based on the questions acquired by the related information acquisition unit, and Rua generating a questionnaire, and generating answers to the questions constituting the questionnaire based on the answers from the respondents acquired by the related information acquisition unit; The information presentation unit is characterized in that it presents the respondent information about the respondent corresponding to the answer to the question that constitutes the questionnaire acquired by the related information acquisition unit, along with the questionnaire generated by the questionnaire / answer generation unit and the answer to the question that constitutes the questionnaire.

[0010] Here, the "attributes" of a respondent are information that indicates commonalities between the respondent and other respondents. Therefore, for example, the attribute information is appropriately set by the designer of the marketing support information presentation system, etc., depending on the purpose of the service to be provided, etc.

[0011] Attributes include attributes that are independent of specific products and services, such as age, gender, place of origin, place of residence, family structure, occupation, income, psychological tendencies such as a tendency to be wasteful, and media exposure tendency, as well as attributes that are related to specific products and services, such as how someone learned about a specific product or service, whether they like or dislike it, and the reasons for that.

[0012] Furthermore, here, "support request" refers to a signal or the like that can be used to recognize that a user has requested support for the marketing they are conducting from the marketing support information presentation system via their own terminal or the like.

[0013] An example of a support request is data transmitted by a user to the marketing support information presentation system regarding a product or service related to marketing that the user is implementing.

[0014] In this way, the marketing support information presentation system of the present invention (hereinafter sometimes simply referred to as the "information presentation system") stores in advance, for each of a plurality of questions, the first tag assigned to the question, the answer to the question, and answerer information regarding the answerer who answered the question, all linked together. Note that the first tag may be assigned before the question is asked, or may be assigned to the question.

[0015] Thereafter, when the information presentation system recognizes a request for assistance from a user, it recognizes a second tag for the marketing for which the user is seeking assistance, recognizes a corresponding tag corresponding to the second tag from the first tag assigned to the question, and obtains the question assigned the corresponding tag, the answer to the question, and respondent information regarding the respondent who answered the question from pre-stored information.

[0016] Based on the acquired content, the information presentation system then generates a questionnaire corresponding to marketing related to the support request and answers to the questions that make up the questionnaire, and presents the generated questionnaire and its answers, as well as the acquired respondent information.

[0017] As a result, with this information presentation system, when a user conducts marketing, they can obtain information useful for that marketing from information that has already been collected, without having to design and conduct a questionnaire consisting of multiple questions each time.

[0018] Therefore, the marketing support information presentation system of the present invention allows users to reduce the costs that would otherwise be required for designing and conducting a questionnaire. Furthermore, the marketing support information presentation system of the present invention can be easily used even by a small number of users, and enables a wide range of marketing to be carried out reasonably.

[0019] The marketing support information presentation method of the present invention further comprises: A marketing support information presentation method executed by a computer system that includes a first tag assignment unit, a response recognition unit, a respondent information recognition unit, a related information storage unit, a support request recognition unit, a second tag recognition unit, a corresponding tag recognition unit, a related information acquisition unit, a questionnaire / response generation unit, and an information presentation unit, to present information used by a user to conduct marketing, comprising: a step in which the first tag assigning unit assigns a keyword or a purpose as a first tag to each of a plurality of questions in advance; a step in which the answer recognition unit recognizes answers given by each of a plurality of respondents to each of the plurality of questions that have been asked in advance; a step in which the respondent information recognition unit recognizes respondent information including attributes of each of the plurality of respondents in advance; the related information storage unit stores, in advance, for each of the plurality of questions, the first tag assigned to the question, the answer to the question, and the answerer information regarding the answerer corresponding to the answer among the plurality of answers, in association with each other; a step of the support request recognition unit recognizing a support request regarding the marketing from the user; a step of the second tag recognition unit recognizing, in response to the support request, a keyword or purpose corresponding to the marketing related to the support request as a second tag; a step of the corresponding tag recognition unit recognizing the first tag that matches or is related to the second tag as a corresponding tag in response to the support request; a step in which the related information acquisition unit acquires, in response to the support request, the question to which the first tag recognized as the corresponding tag among the first tags is assigned, the answer to the question, and the answerer information corresponding to the question, from the related information storage unit based on the corresponding tag; The questionnaire and answer generation unit responds to the marketing related to the support request based on the questions acquired by the related information acquisition unit in response to the support request. Rua generating a questionnaire and generating answers to the questions constituting the questionnaire based on the answers from the respondents acquired by the related information acquisition unit; The method is characterized in that it comprises a step in which the information presentation unit presents the respondent information about the respondent corresponding to the answer to the question that constitutes the questionnaire acquired by the related information acquisition unit, together with the questionnaire and the answers to the questions that constitute the questionnaire generated by the questionnaire / answer generation unit. [Brief explanation of the drawings]

[0020] [Figure 1] FIG. 1 is an explanatory diagram showing a schematic configuration of an information presentation system according to an embodiment. [Figure 2] FIG. 2 is a block diagram showing the configuration of a processing unit of the information presentation system of FIG. 1. [Figure 3] 10 is a flowchart showing a process executed by the information presentation system of FIG. 1 before recognizing a request for assistance. [Figure 4] 4 is a flowchart showing a process executed by the information presentation system of FIG. 1 when recognizing a request for assistance. [Figure 5] 6 is a flowchart showing a process executed by the information presentation system of FIG. 1 after recognizing a request for assistance. DETAILED DESCRIPTION OF THE INVENTION

[0021] An information presentation system S (marketing support information presentation system) according to an embodiment and a marketing support information presentation method implemented using the same will be described below with reference to FIGS.

[0022] In the following explanation, manufacturers and the like who receive services provided using the information presentation system S are referred to as "users." Individuals corresponding to the information used in the services are referred to as "targets," and among the targets, those who respond to the first questionnaire described below are referred to as "respondents."

[0023] In the following description, the "attributes" of a respondent may be information that indicates the commonalities between the respondent and other respondents. Therefore, the designer of the information presentation system S may set the attribute information appropriately depending on the purpose of the service to be provided.

[0024] Attributes include attributes that are independent of specific products and services, such as age, gender, place of origin, place of residence, family structure, occupation, income, psychological tendencies such as a tendency to be wasteful, and media exposure tendency, as well as attributes that are related to specific products and services, such as how someone learned about a specific product or service, whether they like or dislike it, and the reasons for that.

[0025] In the following description, a "support request" refers to a signal or the like that enables a user to recognize that they have requested support for the marketing they are conducting from the information presentation system S via a terminal or the like that they use.

[0026] An example of a support request is data transmitted by a user to the marketing support information presentation system regarding a product or service related to marketing that the user is implementing.

[0027] [Outline of services provided using the information presentation system] Before describing the configuration of the information presentation system S and the details of the processing executed by the information presentation system S, an overview of the services provided using the information presentation system S will be given.

[0028] In this service, the information presentation system S first administers a questionnaire consisting of multiple questions (hereinafter referred to as the "primary questionnaire") to multiple subjects who are selected randomly or according to predetermined rules. If the questions are answered, the respondent is given incentives such as points that can be used to purchase products as compensation.

[0029] The information presentation system S then stores, for each of the multiple questions that make up the primary questionnaire, the answers to the questions and respondent information about the respondent that has been identified from the answers, etc., in association with each other.

[0030] Thereafter, when recognizing a support request from the user, the information presentation system S acquires questions and answers suitable for the user's marketing from the multiple questions and answers that make up the primary questionnaire conducted up to that point, and acquires respondent information of the respondent corresponding to the answer.

[0031] Then, based on the acquired questions and the answers to those questions, the information presentation system S subsequently generates a questionnaire (hereinafter, this questionnaire will be referred to as the "secondary questionnaire") that is suitable for the marketing that the user is planning to conduct, and answers to the questions that make up that secondary questionnaire.

[0032] The information presentation system S then presents the generated secondary questionnaire (specifically, the questions that make up the secondary questionnaire), the answers to the questions that make up the secondary questionnaire, and the acquired respondent information (i.e., respondent information about respondents who can be considered to have answered the secondary questionnaire).

[0033] According to the service using this information system S, the user is presented with information based on a secondary questionnaire (i.e., information suitable for the marketing that the user is trying to conduct) without actually designing or conducting the secondary questionnaire, which is a questionnaire suitable for the user's marketing.

[0034] [System Overview] The schematic configuration of the information presentation system S will be described below with reference to FIG.

[0035] As shown in FIG. 1, the information presentation system S is a computer system for presenting information used by users to carry out marketing, and is composed of a server 1 owned by a provider of services provided by the information presentation system S.

[0036] The server 1 is configured to be able to communicate information with a user terminal 2, such as a PC or tablet owned by the user, and a target terminal 3, such as a smartphone or tablet owned by the target person, via the Internet network, public lines, etc.

[0037] It should be noted that the marketing support information presentation system of the present invention (hereinafter sometimes simply referred to as the "information presentation system") is not limited to this configuration, but need only be configured to be able to recognize information input by a user into some terminal and information input by a target person into some terminal.

[0038] Therefore, for example, instead of sending information entered via a user terminal or a target person terminal directly to the server, the information may be converted into separate data and the information presentation system server may read that data.

[0039] Furthermore, the information presentation system of the present invention is not limited to being composed of one server, but rather any of the terminals constituting the information presentation system may be configured to have the processing unit described below.

[0040] Therefore, for example, the entire information presentation system may be configured with multiple servers. Also, at least one of the processing units or at least part of the functions of the processing unit may be implemented in the user terminal and the target person terminal, and the system may be configured with the cooperation of those terminals and the server, or with only those terminals.

[0041] [Configuration of each processing section] As shown in Figure 2, the server 1 has the following functions (processing units) realized by at least one of the implemented hardware configuration and program: a survey implementation unit 1a, a question recognition unit 1b, a tag information storage unit 1c, a first tag assignment unit 1d, an answer recognition unit 1e, a respondent information recognition unit 1f, a related information storage unit 1g, a support request recognition unit 1h, a marketing information recognition unit 1i, a candidate tag presentation unit 1j, a second tag recognition unit 1k, a corresponding tag recognition unit 1l, a related information acquisition unit 1m, a survey and answer generation unit 1n, and an information presentation unit 1o.

[0042] In the information presentation system S, before a support request is recognized by the support request recognition unit 1h, processing by the survey implementation unit 1a, processing by the question recognition unit 1b, processing by the first tag assignment unit 1d, processing by the answer recognition unit 1e, processing by the respondent information recognition unit 1f, and processing by the related information storage unit 1g are executed in advance.

[0043] In addition, in the information presentation system S, the recognition of the support request by the support request recognition unit 1h is used as a key (i.e., in response to the support request), and processing is carried out by the second tag recognition unit 1k, the corresponding tag recognition unit 1l, the related information acquisition unit 1m, the questionnaire / answer generation unit 1n, and the information presentation unit 1o.

[0044] The survey implementation unit 1a conducts a primary survey consisting of multiple questions to multiple subjects by presenting the survey to each of the subject terminals 3 used by each subject in a format that allows the subjects to input answers to the questions.

[0045] In the information presentation system S, the questions that make up the primary questionnaire include questions that can grasp the attributes of the respondent, who is the target person who answered the questions, and questions that can grasp the preferences of the respondent, in order to understand respondent information about the respondent.

[0046] Questions that can identify the respondent's attributes include questions that directly or indirectly ask about the respondent's age, gender, family composition, income, shopping frequency, type of media used and frequency of use, etc.

[0047] Questions that can identify a respondent's preferences include, for example, state questions (e.g., questions based on mind flow) that directly or indirectly ask a respondent to ascertain their impression of a certain product or service.

[0048] In the present invention, the respondent information may be information that includes at least the attributes of the respondent. In other words, the questions that make up the primary questionnaire may be questions that can at least grasp the attributes of the respondent. Therefore, the questions may not grasp the preferences of the respondent, or may be questions that can grasp information about the respondent other than the attributes and preferences (for example, a personal identifier, etc.).

[0049] The question recognition unit 1b recognizes each of the multiple questions that make up the primary questionnaire that has been conducted.

[0050] The information presentation system of the present invention is not limited to a configuration that recognizes only the questions that make up the primary questionnaire that the system itself conducted, but may be configured to recognize questions that are necessary when designing a secondary questionnaire. Therefore, for example, the information presentation system may be configured to import and recognize questions that make up a primary questionnaire conducted by another system, etc. In this case, the questionnaire implementation unit may be omitted.

[0051] The tag information storage unit 1c stores, as information related to tags, keyword correlation data indicating the correlation between a question or at least one of the answers to the question and a specified keyword, purpose correlation data indicating the correlation between the form of a question and the purpose of the question, and relevance data indicating the relevance between keywords, the relevance between purposes, or the relevance between a keyword and a purpose.

[0052] For example, if the question includes the name of a certain product, keywords related to the question may include the name of the product itself, the name of a competitor's product, the manufacturer, the field to which the product belongs, etc. Keyword correlation data is, for example, data indicating keywords associated with at least one of a given question and the answer to that question.

[0053] The question format may be, for example, whether the answer format is a two-choice answer, a multiple-choice answer, a five-point scale answer, or an NPS evaluation answer. The purpose correlation data may be data indicating the purpose for which a given question format is used.

[0054] The relevance between keywords, between objectives, or between a keyword and an objective includes the degree of similarity between the fields to which the keywords belong, the likelihood that they will be simultaneous objectives, the likelihood that they will be a marketing objective in the field to which the keywords belong, etc. Relevance data is data that indicates the degree or level of relevance.

[0055] The first tag assigning unit 1d assigns a first tag, which is a keyword or purpose related to the question, to the question recognized by the question recognition unit 1b based on at least one of the keyword correlation data and the purpose correlation data acquired from the tag information storage unit 1c.

[0056] Specifically, for example, the first tag assignment unit 1d recognizes keywords or purposes that may be related to at least one of the question recognized by the question recognition unit 1b and the answer to that question by referring to at least one of the keyword correlation data and the purpose correlation data, and assigns those keywords or purposes to the question as first tags.

[0057] In this way, the question recognition unit 1b and the first tag assignment unit 1d of the information presentation system S recognize the multiple questions that make up the primary questionnaire after the primary questionnaire is conducted and assign first tags to those questions in order to prevent an increase in the amount of information processing.

[0058] However, the questions to which the first tag is assigned in the information presentation system of the present invention and the timing of such assignment are not limited to such questions, and may be set appropriately by the system designer depending on the performance of the equipment that makes up the information presentation system, etc.

[0059] Therefore, for example, a setting may be made so that a first tag is assigned to all recognized questions, regardless of whether the questions are part of the primary questionnaire or not. Furthermore, the recognition of questions and the assignment of first tags may be performed simultaneously with or before the implementation of the primary questionnaire.

[0060] Furthermore, the method by which the first tag assignment unit in the present invention assigns the first tag is not limited to a method based on at least one of keyword correlation data or purpose correlation data, and may be set appropriately by the system designer depending on the performance of the equipment that constitutes the information presentation system, etc.

[0061] Therefore, for example, the first tag assigning unit may extract keywords or purposes by performing text mining or the like on the question text, and assign the keywords or purposes to the question as first tags for the question. In this case, the tag information storage unit may be omitted.

[0062] The first tag assigning unit may assign only one of the keyword and the purpose as a first tag to the questions constituting the primary questionnaire, or may assign both as first tags. The first tag assigning unit may assign only one first tag or multiple first tags.

[0063] The answer recognition unit 1e recognizes the answers inputted by each of the plurality of respondents via the subject terminal 3 to each of the plurality of questions constituting the primary questionnaire that has been conducted.

[0064] The answer recognition unit of the information presentation system of the present invention is not limited to this configuration, and may be configured to recognize answers from respondents. For example, the answer recognition unit may be configured to import and recognize answers obtained in another system or the like to questions that constitute the primary questionnaire.

[0065] The respondent information recognition unit 1f recognizes respondent information including the attributes and preferences of each of a plurality of respondents based on the answers to the questions constituting the primary questionnaire.

[0066] Specifically, as mentioned above, the questions that make up the primary questionnaire are designed to grasp the respondent's attributes and preferences, so the respondent information recognition unit 1f estimates the respondent's attributes and preferences corresponding to the answers based on the answers to the questions that make up the primary questionnaire.

[0067] The method by which the respondent information recognition unit of the present invention recognizes respondent information is not limited to a method based on the responses to a questionnaire, and may be set appropriately by a system designer depending on the performance of the devices constituting the information presentation system, etc. Therefore, for example, the respondent information recognition unit may import and recognize respondent information acquired by another system, etc., or respondent information acquired directly from the target terminal.

[0068] Furthermore, the respondent information in the present invention may be any information that includes the attributes of the respondent. Therefore, for example, the respondent information may not include information about the preferences of the respondent, or may include information other than the preferences or attributes of the respondent. Examples of information other than the preferences or attributes of the respondent include a personal identifier, which is information for identifying the respondent himself / herself.

[0069] Examples of personal identifiers include information that identifies the individual using the subject terminal, such as the respondent's name, the serial number of the subject terminal, and the telephone number associated with the subject terminal.

[0070] Furthermore, examples of personal identifiers include information that identifies an individual using an app installed on the target user terminal, such as cookies related to the app used on the target user terminal (e.g., ID, password, email address, number of visits to a specific website, etc.), and advertising identifiers for the target user terminal 3 (e.g., advertising ID, etc.).

[0071] The related information storage unit 1g stores, for each of the multiple questions constituting the primary questionnaire, the first tag assigned to the question, the answer to the question, and respondent information regarding the respondent corresponding to the answer among the multiple respondents, in association with each other. The stored information is updated as the primary questionnaire is conducted, etc.

[0072] The support request recognition unit 1h recognizes a support request for marketing from a user based on information input to the user terminal 2.

[0073] In the information presentation system S, after the candidate tag presentation unit 1j presents a plurality of candidate tags described below to the user terminal 2 in a selectable format, the signal notified from the user terminal 2 when at least one of the plurality of candidate tags is selected is recognized as a request for assistance.

[0074] Note that the support request recognition unit in the present invention is not necessarily limited to such a configuration, and may be any unit that can recognize a signal that can recognize that a user has requested support for marketing. Therefore, for example, if the second tag related to the marketing implemented by the user is known in advance (for example, if marketing is implemented multiple times for the same purpose), a signal that simply requests support may be recognized as a support request.

[0075] The marketing information recognition unit 1i carries out this process by presenting questions to the user terminal 2 in a format that allows the user to input answers to the questions in order to understand marketing information related to the marketing desired by the user. The marketing information recognition unit 1i also recognizes the marketing information based on the answers to the questions.

[0076] Here, "marketing information" refers to information about the content of marketing carried out by a user. Examples of marketing information include information about the product, price, distribution, and promotion in that marketing (information about the so-called 4Ps), as well as information about the user themselves, the target customer base, and competitors (information about the so-called 3Cs).

[0077] In the information presentation system S, when a user attempts to use a service provided by the information presentation system S, the user is first asked questions in the form of questions such as the purpose of marketing (e.g., whether it is market research / analysis, advertising, etc., what kind of product / service it is related to, etc.), the intended target (e.g., age, gender, place of residence, etc.), etc. Then, the information presentation system S recognizes the answers to those questions themselves as marketing information.

[0078] The method by which the information presentation system of the present invention recognizes marketing information is not limited to a method based on answers to questions, and may be set appropriately by a system designer depending on the content of the services provided by the information presentation system, etc. Therefore, for example, the information presentation system may extract keywords by performing text mining or the like on text such as a request from a user, and recognize the keywords as marketing information.

[0079] The candidate tag presentation unit 1j recognizes, based on at least one of the keyword correlation data and the purpose correlation data acquired from the tag information storage unit 1c, from the marketing information and related information, multiple candidate tags that may become second tags corresponding to the marketing that the user is attempting to implement.

[0080] Specifically, for example, the candidate tag presentation unit 1j refers to at least one of the keyword correlation data and the purpose correlation data to recognize questions for grasping the marketing information acquired from the marketing information recognition unit 1i, answers to those questions, and keywords or purposes that may be related to at least one of the marketing information, and recognizes those keywords or purposes as candidate tags.

[0081] The information presentation system of the present invention may recognize only one of the keywords and the purpose as candidate tags, or may recognize both as candidate tags. Furthermore, the information presentation system may recognize only one candidate tag or multiple candidate tags.

[0082] Furthermore, the candidate tag presenting unit 1j selects candidate tags to present via the user terminal 2 from the recognized plurality of candidate tags.

[0083] One method for selecting candidate tags to be presented is, for example, to calculate the degree of relevance with marketing information when recognizing candidate tags, and then select the tags in descending order of relevance, as many as are acceptable from the perspective of interface layout. Other methods include selecting tags in alphabetical order, random selection, etc.

[0084] Furthermore, the candidate tag presenting unit 1j presents the selected candidate tags via the user terminal 2 in a selectable format.

[0085] In the information presentation system S, together with the candidate tags, a button for requesting reselection of the candidate tags is presented via the user terminal 2. When the button is selected, a candidate tag different from the candidate tags already presented is selected again, and the selected candidate tag is presented again via the user terminal 2 in a selectable format.

[0086] The information presentation system of the present invention may present only one of the recognized candidate tags (for example, the one most relevant to marketing information), or may present all of the recognized candidate tags.

[0087] In response to a support request, the second tag recognition unit 1k recognizes a keyword or purpose corresponding to marketing related to the support request as a second tag.

[0088] As described above, in the information presentation system S, when at least one of a plurality of candidate tags is selected, a signal sent from the user terminal 2 is regarded as a support request. The candidate tag is a keyword or purpose corresponding to marketing information, which is information about the marketing that the user is about to implement.

[0089] Therefore, in the information presentation system S, when at least one of the multiple candidate tags presented by the candidate tag presentation unit 1j is selected, the support request recognition unit 1h recognizes that a support request has been made, and the second tag recognition unit 1k recognizes the selected candidate tag as the second tag.

[0090] In this way, in the information presentation system S, the candidate tag presentation unit 1j presents candidate tags to the user so that the user can select them, and the second tag recognition unit 1k is configured to recognize the second tag (and thus the corresponding tag, which will be described later) based on the candidate tag selected by the user. Therefore, the questionnaire generated based on the corresponding tag is likely to be in line with the user's intentions.

[0091] This makes it possible to suppress an increase in the number of marketing attempts and limit the scope of marketing in the information presentation system S. As a result, it becomes possible to suppress an increase in the cost of implementing marketing.

[0092] However, the second tag recognition unit of the information presentation system of the present invention is not limited to this configuration, and may be configured to recognize the second tag without using the candidate tag.

[0093] Therefore, for example, the second tag recognition unit may directly use the purpose or keyword input to the user terminal as the second tag. Also, for example, when recognizing marketing information based on a sentence such as a request from a user, the second tag recognition unit may perform text mining or the like on the sentence to extract keywords or purposes related to the marketing information and recognize the keywords or purposes as the second tag.

[0094] Furthermore, if the information presentation system is configured to recognize second tags without using candidate tags, the candidate tag presentation unit and marketing information recognition unit may be omitted as appropriate.

[0095] The corresponding tag recognition unit 1l recognizes, as a corresponding tag, a first tag that matches or is related to a second tag among the first tags assigned to questions stored in the related information storage unit 1g.

[0096] Specifically, for example, the corresponding tag recognition unit 1l acquires relevance data from the tag information storage unit 1c, and based on the relevance data, recognizes a first tag that matches or is related to a second tag from the first tags assigned to questions stored in the related information storage unit 1g, and recognizes the first tag as a corresponding tag.

[0097] More specifically, for example, the corresponding tag recognition unit 11 calculates the relevance of the first tag keyword or purpose to the second tag keyword or purpose based on the relevance data, and assigns a score to the first tag assigned to the question stored in the related information storage unit 1g according to the level of relevance.Then, the corresponding tag recognition unit 11 recognizes the first tag whose score is equal to or greater than a predetermined threshold as a corresponding tag.Note that, depending on the content of the marketing that the user is aiming for, a first tag whose score is equal to or less than the threshold may be designated as a corresponding tag.

[0098] The related information acquisition unit 1m acquires questions that have been assigned first tags that have been recognized as corresponding tags from among the first tags, from the questions that make up the primary questionnaire stored in the related information storage unit 1g. The related information acquisition unit 1m also acquires answers to the questions and respondent information corresponding to the questions from the related information storage unit 1g.

[0099] The questionnaire and response generation unit 1n generates a secondary questionnaire based on the questions acquired by the related information acquisition unit 1m. The questionnaire and response generation unit 1n also generates responses to the questions that make up the secondary questionnaire based on the responses from respondents acquired by the related information acquisition unit 1m. The format of the secondary questionnaire and responses generated by the questionnaire and response generation unit 1n is determined depending on the type of marketing information.

[0100] The method for determining the format of the secondary questionnaire and the format of the responses of the present invention is not limited to the above method, and may be set appropriately by the system designer depending on the type of service provided by the information presentation system, etc. Therefore, for example, the format may be determined based on the user's response after directly inquiring about the desired format.

[0101] The information presentation unit 1o presents, via the user terminal 2, the secondary questionnaire generated by the questionnaire / answer generation unit 1n, the answers to the questions that make up the secondary questionnaire, and respondent information about the respondents corresponding to the answers acquired by the related information acquisition unit 1m.

[0102] [Processing performed in each processing section] Next, a marketing information presentation method, which is a process executed by the information presentation system S, will be described with reference to FIGS.

[0103] [Actions to be performed before recognizing assistance request] First, with reference to FIGS. 2 and 3, a process that the information presentation system S executes before recognizing a support request will be described.

[0104] In this process, first, the survey implementation unit 1a conducts a primary survey consisting of multiple questions to multiple subjects by presenting the survey to each of the subject terminals 3 used by each subject in a format that allows the subjects to input answers to the questions (Figure 3 / STEP 100).

[0105] Next, the question recognition unit 1b recognizes each of the multiple questions that make up the conducted primary questionnaire (FIG. 3 / STEP 101).

[0106] Next, the first tag assigning unit 1d assigns a first tag, which is a keyword or purpose related to the question, to the question recognized by the question recognition unit 1b based on at least one of the keyword correlation data and the purpose correlation data acquired from the tag information storage unit 1c (Figure 3 / STEP 102).

[0107] Next, the answer recognition unit 1e recognizes the answers entered by each of the multiple respondents to each individual question via the subject terminal 3 for each of the multiple questions that make up the primary questionnaire that was conducted (Figure 3 / STEP 103).

[0108] Next, the respondent information recognition unit 1f recognizes respondent information including the attributes and preferences of each of the multiple respondents based on the answers to the questions constituting the primary questionnaire (FIG. 3 / STEP 104).

[0109] Next, for each of the multiple questions that make up the primary questionnaire, the related information storage unit 1g stores the first tag assigned to that question, the answer to that question, and respondent information regarding the respondent among the multiple respondents who corresponds to that answer (Figure 3 / STEP 105), and the information presentation system S then terminates this processing.

[0110] In this way, the information presentation system S asks a question in advance and assigns a first tag to the question, and then links and stores the assigned first tag, the answer to the question, and answerer information about the answerer who answered the question.

[0111] In addition, the process of recognizing the question (the process in STEP 101), the process of assigning a first tag to the question (the process in STEP 102), and the process of assigning the first tag to the question and storing it (part of the process in STEP 105) may be performed before the process of conducting the survey (STEP 100).

[0112] Furthermore, the information stored in the related information storage unit 1g may be updated by performing the processes of STEP 100 to STEP 105 multiple times. In such a configuration, the processes only need to be performed at least once before the support request is recognized, and the second and subsequent processes may be performed either before or after the support request is recognized.

[0113] [Actions to be taken when recognizing a request for assistance] Next, with reference to FIGS. 2 and 4, a process executed by the information presentation system S when recognizing a support request will be described.

[0114] In this process, the marketing information recognition unit 1i first carries out the process by presenting questions to the user terminal 2 in a format that allows the user to input answers to the questions in order to understand the marketing information related to the marketing desired by the user (FIG. 4 / STEP 200).

[0115] Next, the marketing information recognition unit 1i recognizes the marketing information based on the answers to the questions for grasping the marketing information (FIG. 4 / STEP 201).

[0116] Next, the candidate tag presentation unit 1j recognizes multiple candidate tags that may be second tags corresponding to the marketing that the user is trying to implement from at least one of the questions to understand the marketing information obtained from the marketing information recognition unit 1i, the answers to those questions, and the marketing information (Figure 4 / STEP 202).

[0117] Next, the candidate tag presenting unit 1j selects candidate tags to be presented via the user terminal 2 from the recognized plurality of candidate tags (FIG. 4 / STEP 203).

[0118] Next, the candidate tag presenting unit 1j presents the selected candidate tags in a selectable format via the user terminal 2 (FIG. 4 / STEP 204).

[0119] At this time, a button for requesting reselection of the candidate tags is also presented via the user terminal 2 along with the candidate tags.

[0120] Next, the candidate tag presenting unit 1j and the support request recognizing unit 1h determine whether or not any candidate tag has been selected from the presented plurality of candidate tags (FIG. 4 / STEP 205).

[0121] Specifically, the candidate tag presentation unit 1j and the support request recognition unit 1h determine that one of the candidate tags has been selected when they receive a signal indicating that one of the candidate tags has been selected from the user terminal 2. On the other hand, the candidate tag presentation unit 1j and the support request recognition unit 1h determine that none of the candidate tags has been selected when they receive a signal indicating that a button for requesting reselection of candidate tags has been selected.

[0122] If none of the candidate tags is selected (NO in STEP 205), the candidate tag presenting unit 1j changes the candidate tags to be presented (FIG. 4 / STEP 206).

[0123] Specifically, the candidate tag presentation unit 1j excludes all or some of the candidate tags that were previously presented, and selects candidate tags to be presented again from the remaining candidate tags. Note that the candidate tags to be excluded may be set as appropriate by a system designer or the like.

[0124] Therefore, for example, when the candidate tag presentation unit 1j is configured to select multiple candidate tags, it may be configured to determine whether to exclude a candidate tag based on whether it is similar to a selected candidate tag. Also, the candidate tag presentation unit 1j may be configured not to present again a presented tag that has been presented once but not selected.

[0125] Thereafter, the process returns to STEP 204, and the candidate tag presentation unit 1j executes the processes from STEP 204 onwards again.

[0126] On the other hand, if any of the candidate tags is selected (YES in STEP 205), the support request recognition unit 1h recognizes that a support request has been made by receiving a signal indicating that the selection has been made (Figure 4 / STEP 207), and the information presentation system S terminates this processing.

[0127] [Action to be taken after recognizing assistance request] Next, with reference to FIGS. 2 and 5, a process that the information presentation system S executes after recognizing a support request will be described.

[0128] In this process, first, the second tag recognition unit 1k recognizes the candidate tag selected in the process of STEP 205 as a second tag (FIG. 5 / STEP 300).

[0129] Next, the corresponding tag recognition unit 1l recognizes as a corresponding tag a first tag that matches or is related to a second tag among the first tags assigned to the question stored in the related information storage unit 1g (Figure 5 / STEP 301).

[0130] Next, the related information acquisition unit 1m acquires, from the questions constituting the primary questionnaire stored in the related information storage unit 1g, questions that have been assigned first tags that are recognized as corresponding tags among the first tags, answers to those questions, and respondent information corresponding to those questions (Figure 5 / STEP 302).

[0131] Next, the questionnaire and answer generation unit 1n generates a secondary questionnaire and answers to the questions that make up the secondary questionnaire based on the questions and answers to those questions acquired by the related information acquisition unit 1m (Figure 5 / STEP 303).

[0132] Next, the information presentation unit 1o presents, via the user terminal 2, the secondary questionnaire generated by the questionnaire / answer generation unit 1n, and the answers to the questions that make up the secondary questionnaire, along with respondent information about the respondent corresponding to the answer acquired by the related information acquisition unit 1m (Figure 5 / STEP 304), and the information presentation system S then terminates this processing.

[0133] As described above, the information presentation system S conducts a primary questionnaire (i.e., the questions contained therein) in advance, and for each of the multiple questions that make up the primary questionnaire, stores the first tag assigned to the question, the answer to the question, and respondent information regarding the respondent who answered the question, linked to each other.

[0134] Thereafter, when the information presentation system S recognizes a request for assistance from a user, it recognizes a second tag for the marketing for which the user is seeking assistance, recognizes a corresponding tag corresponding to the second tag from the first tag assigned to the question, and obtains the question assigned the corresponding tag, the answer to the question, and respondent information regarding the respondent who answered the question from pre-stored information.

[0135] Then, based on the acquired content, the information presentation system S generates a questionnaire corresponding to marketing regarding the support request and answers to the questions that make up the questionnaire, and presents the generated questionnaire and its answers, as well as the acquired respondent information.

[0136] As a result, when a user conducts marketing, the information presentation system S can obtain information useful for that marketing from information that has already been collected, without the user having to design and conduct a questionnaire consisting of multiple questions each time.

[0137] Therefore, the information presentation system S allows users to reduce the costs that would have been required each time a questionnaire was designed and conducted. Furthermore, the information presentation system S can be easily used even by a small number of users, and enables a wide range of marketing to be carried out reasonably. [Explanation of symbols]

[0138] 1 server 1a Survey Implementation Department 1b Question recognition part 1c Tag information storage section 1d First tagging section 1e Answer recognition part 1f Respondent information recognition section 1g Related information storage section 1h Support request recognition unit 1i Marketing Information Awareness Department 1j Candidate tag presentation section 1k Second tag recognition unit 1l Supported tag recognition unit 1m Related information acquisition section 1n Questionnaire and Answer Generation Section 1o Information presentation section 2. User terminal 3. Target device S Information Presentation System (Marketing Support Information Presentation System)

Claims

1. A marketing support information presentation system using a computer system for presenting information used by a user to carry out marketing, The system includes a first tag assigning unit, an answer recognition unit, an answerer information recognition unit, a related information storage unit, a support request recognition unit, a second tag recognition unit, a corresponding tag recognition unit, a related information acquisition unit, a questionnaire and answer generation unit, and an information presentation unit, the first tag assigning unit assigns a keyword or a purpose as a first tag to each of a plurality of questions in advance; the answer recognition unit recognizes in advance, for each of the plurality of questions that have been asked, an answer given by each of a plurality of respondents to the question; the respondent information recognition unit recognizes respondent information including attributes of each of the plurality of respondents in advance; the related information storage unit stores, in advance, for each of the plurality of questions, the first tag assigned to the question, the answer to the question, and the answerer information regarding an answerer corresponding to the answer among the plurality of answers, in association with each other; the assistance request recognition unit recognizes an assistance request regarding the marketing from the user; the second tag recognition unit recognizes, in response to the support request, a keyword or purpose corresponding to the marketing related to the support request as a second tag; the corresponding tag recognition unit recognizes the first tag that matches or is related to the second tag as a corresponding tag in response to the support request; the related information acquisition unit acquires, in response to the support request, the question to which the first tag recognized as the corresponding tag from among the first tags is assigned, the answer to the question, and the answerer information corresponding to the question, based on the corresponding tag; the questionnaire and answer generation unit generates a questionnaire about marketing related to the support request based on the questions acquired by the related information acquisition unit in response to the support request, and generates answers to the questions constituting the questionnaire based on the answers by the respondents acquired by the related information acquisition unit; A marketing support information presentation system characterized in that the information presentation unit presents the questionnaire generated by the questionnaire / answer generation unit and the answers to the questions that make up the questionnaire, along with the respondent information about the respondents corresponding to the answers to the questions that make up the questionnaire acquired by the related information acquisition unit.

2. A marketing support information presentation method executed by a computer system including a first tag assignment unit, a response recognition unit, a respondent information recognition unit, a related information storage unit, a support request recognition unit, a second tag recognition unit, a corresponding tag recognition unit, a related information acquisition unit, a questionnaire and response generation unit, and an information presentation unit, to present information used by a user to conduct marketing, comprising: a step in which the first tag assigning unit assigns a keyword or a purpose as a first tag to each of a plurality of questions in advance; a step in which the answer recognition unit recognizes answers given by each of a plurality of respondents to each of the plurality of questions that have been asked in advance; a step in which the respondent information recognition unit recognizes respondent information including attributes of each of the plurality of respondents in advance; the related information storage unit stores, in advance, for each of the plurality of questions, the first tag assigned to the question, the answer to the question, and the answerer information related to the answerer corresponding to the answer among the plurality of answers, in association with each other; a step of the support request recognition unit recognizing a support request regarding the marketing from the user; a step of the second tag recognition unit recognizing, in response to the support request, a keyword or purpose corresponding to the marketing related to the support request as a second tag; a step of the corresponding tag recognition unit recognizing the first tag that matches or is related to the second tag as a corresponding tag in response to the support request; a step in which the related information acquisition unit acquires, in response to the support request, the question to which the first tag recognized as the corresponding tag among the first tags is assigned, the answer to the question, and the answerer information corresponding to the question, from the related information storage unit based on the corresponding tag; a step in which the questionnaire and answer generation unit generates a questionnaire corresponding to the marketing related to the support request based on the questions acquired by the related information acquisition unit in response to the support request, and generates answers to the questions constituting the questionnaire based on the answers by the respondents acquired by the related information acquisition unit; a step in which the information presentation unit presents the respondent information about the respondent corresponding to the answer to the question constituting the questionnaire acquired by the related information acquisition unit, together with the questionnaire and the answer to the question constituting the questionnaire generated by the questionnaire / answer generation unit.

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