Positioning Index Generation Using Customer Action Data
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Solution Overview
Problem
Existing methods for measuring brand or product positioning in a market are limited by small sample sizes and biased responses in traditional surveys, and fail to accurately reflect the competitive relationships among products in the market.
Innovation Solution
A method and apparatus for generating a positioning index that collects data across multiple steps of a product purchase decision, including attracted, interested, and purchase-intended customer groups, and uses digital media indices and sales clue data to determine awareness and purchase intention indices.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If traditional survey methods are used for positioning measurement, then the research process is simple and quick, but the sample size is small and answers are limited or biased
Solution Approach 1:
The patent introduces an intermediary system consisting of a positioning index generation apparatus that collects and processes data from multiple sources (search engines, social media, news sites, e-commerce platforms) to bridge the gap between limited survey samples and comprehensive market positioning measurement. This intermediary system aggregates data from attracted, interested, and purchase-intended customer groups to generate accurate positioning indices without requiring large manual survey samples.
2Quantity of substance
If big data analysis technique with simple counting is used, then large amounts of online content can be processed, but the influence of mutual competition relationship among competitors cannot be reflected
Solution Approach 1:
The patent replaces the simple mechanical counting method with a sophisticated analysis system that uses correlation coefficients and weighting mechanisms. The system calculates correlation coefficients between actual sales volumes and various indices (search index, news index, social media index, vertical media index), then applies weights based on these correlations to accurately reflect competitive relationships. This substitution transforms raw data volume into meaningful competitive positioning insights.
3Measurement precision
If data from multiple customer groups and multiple indices are collected and analyzed, then the positioning measurement becomes comprehensive and accurate, but the system complexity increases
Solution Approach 1:
The patent segments the positioning measurement system into distinct functional modules: a data collection unit that gathers data from multiple sources (search engines, social media, news sites, e-commerce platforms), a processing unit that calculates various indices (search index, news index, social media index, vertical media index), and a positioning index generation unit that synthesizes these indices into final positioning measurements. This segmentation manages complexity by organizing the comprehensive analysis process into manageable, specialized components.
Data Source
AI summary
A positioning index generating apparatus configured to collect data generated by an action of a customer in each of a plurality of steps into which a product purchase decision step is divided and configured to determine a positioning index of a product based on data generated in at least one step among the plurality of steps.