Mobile Device Survey System for Live Event Audience Engagement
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Solution Overview
Problem
Advertisers and media companies face challenges in measuring the effectiveness of advertisements displayed at live events, as attendees may not be paying attention to the screens due to leaving their seats or being occupied with mobile devices.
Innovation Solution
A system and method that utilizes mobile devices as input devices for surveys at live events, where a unique ID is created based on ticket information, allowing attendees to respond to queries displayed on their devices or on venue screens, with responses correlated to provide statistical feedback on audience engagement.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Quantity of substance
If advertisements are displayed on venue screens at live events, then advertisers can reach a large audience, but it cannot be determined whether attendees are actually paying attention to the advertisements
Solution Approach 1:
The system implements feedback by collecting survey responses from attendees through mobile devices and correlating them with advertisement exposure data. This allows advertisers to receive real-time feedback on whether their advertisements are being viewed and how effective they are, transforming the one-way communication into a measurable interaction loop.
Solution Approach 2:
The patent introduces mobile devices as an intermediary between attendees and the advertisement measurement system. Instead of directly measuring screen viewing, the system uses mobile device surveys as a mediator to infer advertisement engagement, bridging the gap between advertisement display and engagement measurement.
2Ease of operation
If attendees use mobile devices during the event, then they can stay connected and entertained, but advertisers cannot measure whether attendees are viewing advertisements
Solution Approach 1:
The system merges the advertisement measurement function with the attendee's existing mobile device usage. By combining survey capabilities with advertisement tracking data, the system leverages the mobile device the attendee is already using, eliminating the need for separate measurement equipment while capturing engagement information.
Solution Approach 2:
The system enables self-service by having attendees voluntarily respond to surveys on their own mobile devices. Attendees maintain control over their devices and participation, choosing to engage with surveys while the system automatically correlates their responses with advertisement exposure, eliminating the need for forced measurement methods.
3Measurement precision
If surveys are conducted using traditional methods at live events, then audience feedback can be collected, but the process is time-consuming and lacks real-time capability
Solution Approach 1:
The system replaces traditional mechanical survey methods (paper forms, in-person interviews) with electronic mobile device-based surveys. This substitution enables automated data collection and instant transmission of responses, eliminating the time-consuming manual processing associated with traditional survey methods while maintaining measurement accuracy.
Solution Approach 2:
The system implements continuous survey collection throughout the event rather than discrete, time-separated measurements. Mobile devices enable ongoing data collection as attendees move through the venue and encounter different advertisements, maintaining continuous measurement capability without interrupting the event flow or requiring dedicated survey time slots.
Data Source
AI summary
A method is provided for interacting with audience members in an event, each of the potential attendees having available thereto a unique identifier. The method comprises creating, for an attendee, a unique ID (UID) on a mobile wireless device (MWD) by the steps of inputting to the MWD one of the unique identifiers, combining the obtained unique identifier with a UID time stamp at the time of creation of the UID; receiving with a server on a first wireless channel communications from the MWD; registering the UID at the physical location of the event; generating a visual query; displaying on the MWD response indicators; receiving at the server from the registered attendee a response, to the query over the first wireless channel; and storing in a database on the server the received response in association with the displayed query.