Determining design preferences of a group
View Patent ↗Disclosed are methods and apparatus for conducting market research and developing product designs. The methods involve generating and presenting, typically electronically, generations of design alternatives to persons participating in the design, selection, or market research exercise. The participants transmit data indicative of their preferences among or between the presented design alternatives. Some of the data is used to conduct a conjoint analysis or non-convergent exercise to investigate the drivers of the preferences of the group or its members, and at least a portion are used to derive follow-on generations of design alternatives or proposals. The follow-on designs are preferably generated through the use of an evolutionary or genetic computer program, influenced by the participants' preferences. The process results in the generation of one or more preferred product forms and information permitting a better understanding of what attributes of the product influence the preferences of the test group members.
1. A method of analyzing the design preference tendencies of a group of selectors, the method comprising:
(a) presenting, over an electronic network, to a plurality of selectors, one or more groups of decision objects, each decision object comprising a form of a product or service, each decision object further comprising a plurality of attributes;
(b) obtaining information from the plurality selectors indicative of a preference of the respective selectors from among the presented decision objects;
(c) using the information to determine a derived group of decision objects comprising one or more different combinations of attributes;
(d) iterating steps (a) through (c), using a derived group from step (c) to arrive at one or more preferred decision objects;
(e) using at least some information from step (b) to implement a conjoint analysis to gather information relevant to the attribute preferences of said selectors; and
(f) providing a report based on the preferences of at least some of the selectors.
2. The method of claim 1 , wherein the selector comprises one or more of: (i) a person; (ii) a group of persons; (iii) a proxy for a person; (iv) a machine learning system; (v) a neural net, statistical or other mathematical model, or expert system; or (vi) a combination thereof.
3. The method of claim 1 wherein a genetic algorithm is used to determine a derived group of decision objects.
4. The method of claim 1 wherein the decision objects comprise advertising material.
5. The method of claim 1 wherein the decision objects comprise packaging material.
6. The method of claim 1 wherein the decision objects comprise manufactured consumer goods.
7. The method of claim 1 wherein step (f) comprises generating the report which describes the design preference tendencies of the group of selectors.
8. The method of claim 1 wherein step (d) further comprises iterating steps (a) through (c) for a predetermined number of iterations.
9. The method of claim 1 wherein step (d) further comprises iterating steps (a) through (c) for a predetermined length of time.
10. The method of claim 1 further comprising the step of presenting a plurality of questions to each selector for a reply.
11. The method of claim 10 wherein each selector's reply is utilized to choose decision objects to be presented to that selector in step (a).
12. The method of claim 10 wherein more than one selector's replies are utilized to choose decision objects to be presented to each selector in step (a).
13. A method of analyzing the design preference tendencies of a group of selectors, the method comprising:
(a) presenting, over an electronic network to a plurality of selectors, one or more groups of decision objects, each decision object comprising a form of a product or service, each decision object further comprising a plurality of attributes;
(b) obtaining data from the plurality of selectors indicative of a preference of a selector from among the presented decision objects;
(c) using at least some data from step (b) to implement a conjoint analysis to gather information relevant to the attribute preferences of the plurality of selectors;
(d) presenting, over an electronic network, to a plurality of selectors, one or more additional groups of decision objects having a plurality of combinations of attributes;
(e) obtaining information from a selector expressing a preference of that selector from among the presented decision objects;
(f) using the information to determine a derived group of decision objects comprising one or more different combinations of attributes;
(g) iterating steps (d) through (f), using a derived group from step (f) to arrive at one or more preferred decision objects;
(h) upon achieving a stopping criterion, selecting one or a group of preferred decision objects for further development, manufacture, use, or sale; and
(i) providing a report based on the preferences of at least some of the selectors.
14. The method of claim 13 , wherein the selector comprises one or more of: (i) a person; (ii) a group of persons; (iii) a proxy for a person; (iv) a machine learning system; (v) a neural net, statistical or other mathematical model, or expert system; or (vi) a combination thereof.
15. The method of claim 13 wherein a genetic algorithm is used to determine the derived group of decision objects.
16. The method of claim 13 wherein step (c) is performed after step (g).
17. The method of claim 13 wherein step (c) is performed after step (h).
18. The method of claim 13 wherein the results of the conjoint analysis of step (c) are used to influence the attribute combinations of the population of additional decision objects presented in step (d).
19. The method of claim 13 wherein the decision objects presented in step (a) comprise random sets of attributes.
20. The method of claim 13 wherein the decision objects presented in step (a) comprise attributes designed to enhance the efficiency of the conjoint analysis of step (c).
21. The method of claim 13 wherein before step (a), a plurality of questions is presented to each selector for a reply.
22. The method of claim 21 wherein each selector's reply is utilized to choose decision objects to be presented to that selector.
23. The method of claim 21 wherein more than one selector's replies are utilized to choose decision objects to be presented to each selector.
24. A method of identifying and analyzing at least one selector's preferences for decision object attributes, the method comprising:
(a) presenting, over an electronic network, at least one decision object from a first population to the selector, the at least one decision object comprising a form of a product or service, the at least one decision object further comprising a plurality of attributes;
(b) obtaining, over the electronic network, data from the selector expressing that selector's preferences for the at least one decision object;
(c) repeating steps (a) and (b) until a switching criterion is met;
(d) presenting, over the electronic network, at least one decision object from a second population to the selector;
(e) obtaining, over the electronic network, information from the selector expressing that selector's preferences for at least one decision object;
(f) using the information to evolve at least one decision object in the second population;
(g) repeating steps (d) through (f) until a stopping criterion is met; and (h) providing a report based on the preferences of at least the at least one selector.
25. The method of claim 24 , wherein the selector comprises one or more of: (i) a person; (ii) a group of persons; (iii) a proxy for a person; (iv) a machine learning system; (v) a neural net, statistical or other mathematical model, or expert system; or (vi) a combination thereof.
26. The method of claim 24 wherein step (c) further comprises, after the switching criterion is met, conducting a conjoint analysis on the obtained data.
27. The method of claim 26 wherein step (c) further comprises, selecting at least one decision object to be presented to the selector in response to the conjoint analysis.
28. The method of claim 24 wherein step (g) further comprises, after the stopping criterion is met, conducting a conjoint analysis on the obtained data and information.
29. The method of claim 24 wherein step (c) further comprises, after the switching criterion is met, utilizing the obtained data to select at least one decision object from the second population to be presented to the selector in step (d).
30. The method of claim 24 wherein a conjoint analysis is performed using either the obtained data or the obtained information.
31. The method of claim 24 wherein a conjoint analysis is performed using both the obtained data and information.
32. The method of claim 24 wherein step (h) comprises generating the report which identifies each selector's preferences for the decision object attributes.
33. The method of claim 24 wherein the switching criterion comprises a set number of repetitions of steps (a) and (b).
34. The method of claim 24 wherein the switching criterion comprises reaching a predetermined time limit.
35. The method of claim 24 wherein the stopping criterion comprises a set number or repetitions of steps (d) through (f).
36. The method of claim 24 wherein the stopping criterion comprises reaching a predetermined time limit.
37. The method of claim 24 wherein each decision object comprises advertising material.
38. The method of claim 24 wherein each decision object comprises packaging material.
39. The method of claim 24 wherein each decision object comprises manufactured consumer goods.
40. The method of claim 24 wherein, for each iteration, each selector is presented in step (d) with at least one decision object which is substantially different from that presented to any other selector.
41. A method of identifying and analyzing at least one selector's preferences for decision object attributes, the method comprising:
(a) presenting, over an electronic network, at least one decision object from a first population to the selector, the at least one decision object comprising a form of a product or service, the at least one decision object further comprising a plurality of attributes;
(b) obtaining, over the electronic network, information from the selector expressing that selector's preferences for at least one decision object;
(c) using the information to evolve at least one decision object in the first population;
(d) repeating steps (a) through (c) until a switching criterion is met;
(e) presenting, over the electronic network, at least one decision object from a second population to the selector;
(f) obtaining, over the electronic network, data from the selector expressing that selector's preferences for at least one decision object;
(g) repeating steps (e) and (f) until a stopping criterion is met; and
(h) providing a report based on the preferences of at least the at least one selector.
42. The method of claim 41 , wherein the selector comprises one or more of: (i) a person; (ii) a group of persons; (iii) a proxy for a person; (iv) a machine learning system; (v) a neural net, statistical or other mathematical model, or expert system; or (vi) a combination thereof.
43. The method of claim 41 wherein step (g) further comprises, after the stopping criterion is met, conducting a conjoint analysis on the obtained data.
44. The method of claim 41 wherein step (g) further comprises, after the stopping criterion is met, conducting a conjoint analysis on the obtained data and information.
45. The method of claim 41 wherein before step (a), a plurality of questions is presented to the selector for a reply.
46. The method of claim 45 wherein the reply is utilized to choose at least one decision object from the first population to be presented to the selector.
47. The method of claim 41 wherein at least one decision object of steps (a), (b), (c), (e), and (f) comprises a partial decision object, wherein the partial decision object comprises a subset of the decision object's attributes.
48. The method of claim 41 wherein a conjoint analysis is performed using the obtained data.
49. The method of claim 41 wherein a conjoint analysis is performed using both the obtained data and information.
50. The method of claim 41 wherein step (h) comprises generating the report which identifies each selector's preferences for the decision object attributes.
51. The method of claim 41 wherein the switching criterion comprises a set number of repetitions of steps (a) through (c).
52. The method of claim 41 wherein the switching criterion comprises reaching a predetermined time limit.
53. The method of claim 41 wherein the stopping criterion comprises a set number or repetitions of steps (e) and (f).
54. The method of claim 41 wherein the stopping criterion comprises reaching a predetermined time limit.
55. The method of claim 41 wherein each decision object comprises advertising material.
56. The method of claim 41 wherein each decision object comprises packaging material.
57. The method of claim 41 wherein each decision object comprises manufactured consumer goods.
58. The method of claim 41 wherein, for each iteration, each selector is presented in step (a) with at least one decision object which is substantially different from that presented to any other selector.
59. A method of identifying a subset of a larger population of decision objects for which each of a plurality of selectors has an affinity, each of the decision objects having a combination of attributes, the method comprising the steps of:
(a) presenting, over an electronic network, to each of the plurality of selectors a first group of decision objects selected from the larger set of decision objects, each decision object comprising a form of a product or service, each decision object further comprising a particular combination of attributes;
(b) capturing data indicative of a preference expressed for a subset of the presented decision objects by at least some of the selectors;
(c) using the captured data in a selection process to select a second group of decision objects;
(d) repeating steps (a) through (c), using the second group of step (c) as the first group of step (a), until a stopping condition is met;
(e) performing a conjoint analysis on the captured data; and
(f) providing a report based on the preferences of at least some of the selectors.