Marketing Support System for Consumer Segment Analysis
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Solution Overview
Problem
Current marketing strategies lack an efficient approach for segment analysis, making it difficult and time-consuming to develop targeted marketing activities effectively.
Innovation Solution
A marketing support system that acquires questionnaire data from consumers, assigns respondents to predefined segments based on their responses, estimates consumer numbers and ratios within those segments, and provides policy recommendations and cost information for each segment for comparison.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If segment analysis is performed manually to develop targeted marketing approaches, then marketing strategy accuracy is improved, but time consumption and operational complexity increase
Solution Approach 1:
The patent segments consumers into distinct groups based on questionnaire responses regarding brand recognition, usage experience, and frequency of use. By dividing the consumer base into meaningful segments, the system enables precise targeted marketing while automating the analysis process, thus maintaining accuracy while reducing time consumption.
Solution Approach 2:
The patent replaces manual segment analysis with an automated information processing system that uses questionnaire data to classify consumers into segments. This substitution of mechanical manual analysis with automated computational processing maintains analytical precision while dramatically reducing the time required for segment analysis.
2Reliability
If comprehensive questionnaire data is collected to improve segment analysis quality, then analysis reliability is improved, but data processing complexity increases
Solution Approach 1:
The patent divides comprehensive questionnaire data into distinct categories (brand recognition, usage experience, frequency of use) and processes each segment separately. This segmentation of data processing reduces overall complexity while maintaining the reliability benefits of comprehensive data collection by handling each data type through dedicated processing pathways.
3Measurement precision
If detailed consumer attributes are analyzed to improve marketing targeting precision, then marketing effectiveness is improved, but information processing requirements increase
Solution Approach 1:
The patent extracts only the essential consumer attributes relevant to marketing segmentation (brand recognition, usage experience, frequency of use) from comprehensive questionnaire data. By taking out and focusing on these key information elements, the system maintains high targeting precision while reducing the volume of information that requires processing.
Data Source
AI summary
A marketing support system includes an acquisition unit acquiring questionnaire information including a response result of a questionnaire and an attribute of a respondent of the questionnaire, the questionnaire conducted to consumers in a product and service field to which a marketing target belongs, regarding recognition, usage experience and frequency of use of a brand belonging to the field, an assignment unit for assigning the respondent to any one of a plurality of segments set in advance based on the response result, an aggregation unit configured to estimate the number of consumers and the ratio of the number of consumers with respect to all the segments based on the number of respondents assigned to each of the plurality of segments, and an output unit configured to display a policy for respective consumers of the plurality of segments and information on costs for the policy for comparison among different segments.