Picture Association Game for Consumer Sentiment Data Collection
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Solution Overview
Problem
Conventional data collection methods, such as surveys, often fail to effectively gather consumer sentiment and demographic data due to their non-contextual nature, leading to ambiguous and uncertain responses from users.
Innovation Solution
A picture association game that entertains players while collecting market research data by presenting images and phrases, allowing players to match associations, thereby providing insights into consumer sentiment and demographics in a more engaging and representative manner.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If conventional surveys are used to collect consumer data, then data collection can be performed, but the responses become ambiguous and uncertain due to non-contextual questioning
Solution Approach 1:
The patent introduces a picture association game as an intermediary between the researcher and the consumer. Instead of directly asking consumers questions (non-contextual), the system presents images and phrases, allowing consumers to make associations indirectly. This intermediary game format provides contextual cues that reduce ambiguity in responses while maintaining natural consumer expression.
Solution Approach 2:
The patent transforms the data collection parameter from direct verbal responses to indirect visual associations. By changing the mode of interaction from questioning to picture matching, the system captures consumer sentiment in a more natural and less ambiguous way, improving measurement precision without sacrificing ease of operation.
2Ease of operation
If computer games are used for data mining, then engagement and entertainment are improved, but the data gathered is limited to game-specific metrics rather than consumer sentiment
Solution Approach 1:
The patent makes the picture association game multi-functional by designing it to serve both entertainment purposes and market research objectives simultaneously. The same game mechanics that engage players (matching pictures to phrases) also capture consumer sentiment data, eliminating the need for separate data collection instruments and preserving valuable consumer insight information.
Solution Approach 2:
The system implements feedback loops where player associations with pictures and phrases are collected and analyzed to derive consumer sentiment. This feedback mechanism transforms game play data into meaningful market research insights, preventing loss of consumer sentiment information while maintaining high user engagement.
3Quantity of substance
If focus groups and surveys are used to determine demographic appeal, then demographic data can be collected, but the results are ineffective and do not accurately represent consumer sentiment
Solution Approach 1:
The patent enables players to self-categorize through their natural picture associations without direct questioning about demographics or preferences. Players freely associate phrases with images based on their genuine sentiments, and the system automatically analyzes these associations to derive accurate demographic and sentiment data, eliminating the ineffectiveness of traditional self-reporting methods.
Data Source
AI summary
A system and method are described for a computer-based picture association game that can be used to elicit market research data, specifically sentiment and awareness data, from consumers. In a first game mode, each player is given an image and a list of phrases, and tasked with selecting the phrase that best describes the image. Then in a second mode, players are presented with a collection of images, including images assigned to players in the first game mode. They are also shown the phrases selected in the first game mode. Each player then has a limited amount of time to both associate these phrases with the corresponding images, and to assist other players in associating his own image. Points are allocated for correct associations. The phrases selected by players and the guesses players make can be analyzed to reveal opinions and knowledge that players have about products, brands, and people.