Consumer Preference Analysis Using Approach Entropy
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Solution Overview
Problem
Current methods for determining consumer preferences, such as focus groups and neuromarketing, face limitations in accurately and objectively assessing human preference due to biases and the lack of robust, scalable patterns in human judgment and decision-making.
Innovation Solution
A system and method that analyzes participant responses to marketing options using a keypress procedure, generating approach and avoidance entropy values to determine relative preferences, and presenting these data in graphical formats for analysis, allowing for the identification of patterns and decision-making.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If focus groups are used to evaluate new products or services, then consumer feedback and market acceptance insights are obtained, but the feedback may be biased as members try to please the moderator rather than offer independent opinions
Solution Approach 1:
The patent replaces traditional mechanical/social interaction methods (focus groups with moderators) with an automated computer-based system that presents evaluation items and collects responses without human moderator influence, eliminating the bias toward pleasing the moderator
Solution Approach 2:
The system allows participants to independently evaluate marketing options through automated computer-based presentations and self-directed responses, enabling them to provide unbiased feedback without external social pressure or moderator influence
2Measurement precision
If neuromarketing equipment such as fMRI is used to measure brain activity and physiological responses, then insight into consumer decision-making is obtained, but the technology is sophisticated and cannot be readily implemented on the Internet
Solution Approach 1:
The patent employs simple, inexpensive computer-based evaluation items and standard internet browsing hardware instead of expensive, complex neuromarketing equipment like fMRI machines, making the system readily implementable on the Internet while still capturing meaningful consumer preference data
Solution Approach 2:
The system creates a simplified digital copy of the consumer evaluation process that captures essential preference information without requiring the complex physical measurement infrastructure of neuromarketing laboratories
3Loss of information
If traditional market research studies are conducted to evaluate new products, then consumer feedback is obtained, but the feedback and information can be misinterpreted
Solution Approach 1:
The patent transforms consumer responses into quantitative entropy values that objectively measure preference strength and consistency, replacing subjective interpretation of qualitative feedback with measurable parameters that reduce misinterpretation risk
Data Source
AI summary
A method analyzes preferences of one or more participants. Each of the participants may be presented with a plurality of evaluation items that illustrate various marketing options. Response data from the participants that indicates at least an approach, if any, toward the evaluation items is obtained. An approach entropy value may be generated for the marketing options based on the response data for each participant. A relative preference order for each participant for the marketing options may be determined from the generated approach entropy values.