Patent Publication Number: US-2007100682-A1

Title: Method of conducting market research by means of strategically placed computerized kiosks

Description:
FEDERALLY SPONSORED RESEARCH  
      Not Applicable  
     SEQUENCE LISTING OR PROGRAM  
      Not Applicable  
     CROSS REFERENCE TO RELATED APPLICATIONS  
      Not Applicable  
     TECHNICAL FIELD OF THE INVENTION  
      The present invention relates generally to automated service kiosks. More specifically, the present invention relates to a method for conducting market research by means of strategically placed computerized kiosks that offer respondents various incentives for their participation.  
     BACKGROUND OF THE INVENTION  
      Market research has been performed in one form or another for thousands of years, providing merchants and professionals with critical feedback about their services and products. With the invention of corporations, these merchants grew into enormous organizations that strive to keep in touch with their consumers, but have largely lost the ability to do so personally. Market research is often outsourced and gathered through telemarketing, new product registration, internet questionnaires, direct-mail inquiries, focus groups, and working with consumer groups.  
      Recent trends in the field of telemarketing show consumer resistance to gathering information via the phone. Groups have pressed for legislation resulting in do-not-call lists and registries on a state-by-state basis that impair the effectiveness of telemarketing research companies. For potential respondents who do not want to be contacted, the process is fairly simple to be made unavailable to telemarketers. Some states simply require a phone call while others have a form and a fee of up to $10. There is also a proliferation of digital phones, cellular phones, solicitor blocks on landlines, unlisted numbers, and Internet phone service where numbers are difficult to generate and potential respondents are sensitive to the minutes they spend on the phone each month.  
      New product registration is voluntary and delivers infrequent results. In addition to this, the respondents are consumers who have already acquired the product and do not provide the company with information from prospective customers who have not purchased their goods or services.  
      Focus groups and Internet surveys often offer consumers something in exchange for their participation. Focus groups provide in-depth feedback to the company and are ideal to use in conjunction with other research methods. Internet surveys provide valuable feedback to many companies but often are not noticed by Internet users. This is either because pop-ups and banners have become so commonplace that users do not usually pay attention to their messages before closing them or the surveys are not advertised enough to get a good response  
      Traditional forms of market research are plagued by structural time lags inherent with telephone or personal interviews and the additional disadvantage of being labor intensive. Others have attempted to remove these disadvantages by offering electronic terminals for collecting opinion data without significant time delays and the need for a large labor force. For example, U.S. Pat. No. 6,658,323 issued to Tedesco, et al. on Dec. 2, 2003 teaches a vending machine method and apparatus for encouraging vending machine customers to review a marketing promotion or to participate in a survey while making a purchase. Customers are immediately rewarded for providing their response to the marketing promotion that was previously presented or for providing their preferences or opinions.  
      The reward may be, for example, a complementary product, a discount on the customer&#39;s current or subsequent purchase, or a rebate. The vending machine ensures that it contains sufficient currency and products to meet the requirements of all active reward offers. The vending machine ensures that buyers are committed to making a purchase before offering a reward to a customer. Unscrupulous customers are discouraged from repeatedly participating in a marketing promotion merely to collect rewards or influence the results of a survey.  
      The system of the present invention will allow repeated participants to take as many surveys as desired. Upon entering their names, emails or addresses, the system immediately recognizes them from pervious activities and will provide them with a new survey for a different client, eliminating abuse and preventing and discouraging unscrupulous customers from repeatedly participating in a marketing promotion merely to collect rewards or influence the results of a survey. This is accomplished through our proprietary program that is installed into the kiosks that will recognize the participant from email, user name, id, or addresses. Once a participant is prompted to enter this information the system will immediately retrieve their previous activities and change the subject matter of the survey accordingly. The marketing promotion presented to a customer can be based on the customer&#39;s current or previous product selection(s) or purchase history.  
      Another example is U.S. Pat. No. 6,807,532 issued to Kolls on Oct. 19, 2004, which is a processing method for conducting e-mail, e-commerce, and e-business via an electronic commerce terminal. An electronic commerce terminal can be referred to as a pervasive computing device that relates to a universal advertising and payment system and method for networking, monitoring and effectuating e-mail, e-commerce, and e-business and controlling vending equipment and applications. The system can effectuate electronic commerce and interactive advertising at the point of sale.  
      Vending equipment includes copiers, phones (public, private, cellular), facsimile machines, printers, data-ports, laptop print stations, notebook computers, palmtop computers (PALM PILOT), microfiche devices, projectors, scanners, cameras, modems, communication access, personal data assistants (PDA&#39;s), pagers, and other vending machines, personal computers (PC), PC terminals (NET PC), and network computers (NC).  
      Vending equipment can be networked to each other through an initial network programmable and accessible by a PC, server, point of sale (POS) system, property or management information system (PMS/MIS), and then networked to a subsequent network. The initial and subsequent networks can be the same. Complete control of a vending machine&#39;s functionality including usage, control, diagnostics, inventory, and marketing data capture can be effectuated locally or by remote connection to the network. Remote connection to the network includes Internet type connections, telecommunication (telephone, ISDN, ADSL), VSAT satellite, and other wire and wireless transmission.  
      A disadvantage of the devices previously described and others known in the prior art is the lack of motivation to entice a potential respondent to engage the machine and provide an accurate input of survey data. Many potential respondents fail to realize any gain from completing a survey and will either avoid the situation completely or provide answers leading to the quickest or easiest completion of the survey process so they can move on to their next activity.  
      Therefore, it is an objective of the present invention to implement a method of conducting market research by means of strategically placed and designed computerized kiosks with respect to ornamental appearance and incentives used to entice potential respondents into providing survey data.  
     SUMMARY OF THE INVENTION  
      The present invention is a method of conducting market research by means of strategically placed computerized kiosks that offer respondents various incentives for their participation. For example, a new car may be placed in a high-traffic shopping mall surrounded by six to eight kiosks. Respondents providing complete contact information are entered into a drawing for the vehicle as well as receive a coupon upon completing the market research questionnaire. The questionnaires then will be stored on a local sever that resides next to these kiosks.  
      The local kiosks will take the input from the participants and send it to a local server which is a hard drive located within the kiosks that collects information and answers from the participants. At the end of the day this local server will transmit the collected information via wireless modem to the central server. The central server then, through a customized data base will tabulate the answers, manipulate them, and change them into a readable report separated by genders, age, answers, locations, and calculate the total numbers of such gender who answered as such and such age answered as such. A text report is then generated that is adaptable to any system that a client company may have. This report is then sent to the client company as an attachment via email while another copy remains on the central server. This process will be completed before a specific time such as midnight each day.  
      Periodically throughout the day, this server will transmit via satellite and encrypt the market research input using proprietary software to a central server. Once the central server receives the data, a proprietary database will decipher, analyze, categorize, and convert it into demographically sorted results. Then, the database will convert the results into an end-user compatible format, such as Excel or a PDF file, which is sent to the client as an email attachment. This process provides clients&#39; immediate useful information needed to adjust their products and services and empower management with information to help them stay competitive.  
      The location of the kiosks and incentives for respondents will vary based on demographics of those targeted to participate in the research. In an alternative embodiment, results are available to the client over the Internet as each survey is completed due to cutting-edge technology rather than in one queue or file at the end of the day or given time period.  
      In addition to market research questionnaires, the present invention will generate income by selling contact lists and demographics to select clients as well as selling advertising in the form of coupon distribution and promotional giveaways. The present invention combines several desirable products or packages in one location. This combined effort exposes consumers to multiple advertising clients.  
    
    
     BRIEF DESCRIPTION OF THE DRAWINGS  
      The accompanying drawings, which are incorporated herein and form a part of the specification, illustrate the present invention and, together with the description, further serve to explain the principles of the invention and to enable a person skilled in the pertinent art to make and use the invention.  
       FIG. 1  is a flow chart illustrating the method of conducting market research by means of strategically placed computerized kiosks in general and with respect to the specific circumstances of voting and polling;  
       FIG. 2  illustrates one potential distribution of the kiosk system at one location;  
       FIG. 3  illustrates the physical requirements of the kiosk system utilized by the present invention;  
       FIG. 4  is a flow chart illustrating participant requirements to be eligible for a drawing;  
       FIG. 5  is a flow chart illustrating the communication between a kiosk and the central server;  
       FIG. 6  is a flow chart illustrating the process of providing a coupon to a successful participant;  
       FIG. 7  is a flow chart illustrating the process of offering games and contests to participants. 
    
    
     DETAILED DESCRIPTION OF THE INVENTION  
      In the following detailed description of the invention of exemplary embodiments of the invention, reference is made to the accompanying drawings (where like numbers represent like elements), which form a part hereof, and in which is shown by way of illustration specific exemplary embodiments in which the invention may be practiced. These embodiments are described in sufficient detail to enable those skilled in the art to practice the invention, but other embodiments may be utilized and logical, mechanical, electrical, and other changes may be made without departing from the scope of the present invention. The following detailed description is, therefore, not to be taken in a limiting sense, and the scope of the present invention is defined only by the appended claims.  
      In the following description, numerous specific details are set forth to provide a thorough understanding of the invention. However, it is understood that the invention may be practiced without these specific details. In other instances, well-known structures and techniques known to one of ordinary skill in the art have not been shown in detail in order not to obscure the invention.  
      Referring to the figures, it is possible to see the various major elements constituting the apparatus of the present invention. The invention is a method for conducting market research by means of strategically placed computerized kiosks that offer respondents various incentives for their participation.  
      Now referring to  FIG. 1 , the present invention first provides a study  9  that will seek out research locations  8  where a large number of qualified consumers  10  are likely to be found. Depending on the nature of the study, this may include shopping malls and centers  1 , supermarkets  2 , airports  3 , stadiums and entertainment events  4 , conferences and expos  5 , restaurants  6 , banks  7 , convenience stores  11 , consumer and business conventions  12 , trade shows  13 , community events  14 , and on the client&#39;s property  15 . Research locations  8  may also be extended to include political exit polling  16  conducted where individuals are voting instead of using interviewer administered paper questionnaires that are then called in by phone. These polling uses of the kiosks may also extend to other events and competitions that involve voting and immediate feedback from large numbers of people.  
       FIG. 2  illustrates one potential deployment of the kiosk system of the present invention. One possible deployment could occur at a research location  8  such as a mall or shopping plaza  17  where a large number of qualified consumers  10  are likely to be found. In this deployment scenario multiple kiosks  19 - 23  are located a various locations inside and outside of the shopping plaza  17 . The kiosks  19 - 23  are each shared over a local network server  18 .  
      Multiple kiosk locations  19 - 23  enable the collection of simultaneous surveys at one research location  8 . Deployment need not be confined to one research location  8 , but can be repeated for any number of research locations  8  further comprising any number of local kiosks at any and every research location  8 . The method of the present invention teaches a system with the ability to conduct simultaneous surveys resulting in an increased saving of time and money when compared with current systems and others known in the prior art. The system of the present invention connects multiple research locations and multiple kiosk placements to one central server, resulting in an economy of scale advantage over known prior art systems because millions of surveys may be completed and reported in a short period of time.  
      Periodically throughout the day, the local network server  18  will transmit and encrypt the market research input using proprietary software to a remote central sever  82 . Next, the database  52  located on remote central sever  82  will convert the market research into an end-user compatible format, such as Excel or a PDF file, which is sent to the client company  57  as an email attachment upon request or any scheduled time. The database  52  stored on the central server  82  will summarize the answers in a report based on location, zip code, and median general household income of respondents. The file will contain detailed information of survey results for the reporting period such as gender, age, location, and answers by utilizing text, bars, and other graphical displays.  
      Upon receipt of the file, the client company  57  may enter the results into the system and be able to have a better “vision” of their products and services from any remote location. The system provides means for allowing the client company  57  to access the central database  48  at any time from any remote location that can assess the network wherein said client company  57  may make changes to the visual display, questionnaires or a plurality of other information displayed or requested by respondents through the kiosks. This ability to provide the client company  57  the means for adjusting their product displays, reward programs, discounts, prices, or services is not taught in the prior art. This provides a benefit to the client company  57 , that being enhanced productivity, product adjustments in response to consumer feedback, and financial savings.  
      In an alternative deployment, multiple kiosks  19 - 23  are located a various locations inside and outside of a shopping plaza  17 . The kiosks  19 - 23  are each shared over a local network server  18  as previously discussed. In this alternative embodiment, the kiosk generates two coupons to a respondent upon successful completion of a survey. A first coupon is valid for redemption at a research location  8 . A second coupon  52  is valid for placement in a single drawing box  24  located within the research location  8 .  
      Now referring to  FIG. 3 , the unmanned kiosk  25  will be similar to an ATM machine in construction in that the hard drive  27 , monitor  26 , printer  28 , and wireless connection to an internal server  29  will be securely encased  30  within each unmanned kiosks  25 . Wireless technology will be used to relay information from an unmanned kiosk&#39;s  25  internal server  29  to a local server  24  located at a research location  8 , and then from the local server  24  to a remote central sever  82  for specified information processing. An internal printer  28  will be used to issue valuable coupons  61  to the participant  10 , which may be customized according to their responses or may be the same for all respondents, depending on the arrangement with the client company.  
      The ornamental appearance of the unmanned kiosks will be enhanced far beyond that of an ATM to look modern and reflect cutting-edge technology. For long-term clients or clients requesting customization, kiosks will be built to reflect the client&#39;s image, products, and services. For example, a survey for a car manufacturer may include the color and prominently displayed logo of the client. If the client wishes to remain anonymous, the kiosk may be designed to reflect features or images of a car without disclosing the identity of the client.  
      Since there are no interviewers conducting surveys, respondents are expected to complete surveys more quickly and are less likely to be biased by an interviewer. Each kiosk will be positioned so as to provide maximum privacy to the respondent as they participate in the research.  
      Considering that consumers are continually bombarded with advertisements and market research, one goal of the present invention is to carefully develop incentives to attract participants. Large prizes, such as a vehicle or vacation, will be prominently displayed and given away in a drawing of all those who participated. When an individual completes a questionnaire, they will also be given a valuable coupon as thanks for their participation. Prizes and coupons will be designed to appeal to those individuals that the client company wants to participate in their research.  
      Now referring to  FIG. 4 , to be eligible for drawings  31 , such as to win an automobile or vacation, respondents  32  must enter correct and complete information  33 , including their name  34 , mailing address  35 , phone number  36 , email address  37 , and demographic information  38  as needed. To qualify to complete the questionnaire and receive a valuable coupon, the respondent  32  must provide a verifiable email address  37 . Upon providing the email address  37 , the present invention will immediately and automatically verify  40  the email address  37  for a response. If an invalid email address is entered the process will terminate  41 , otherwise the email will be verified  42 .  
      The complete respondent information  33  will be provided to the client company  57  and retained locally  43  to potentially sell to selected third parties  47 . Complete information  33  provided to the client company  57  will first be received by a central server  82 . Periodically throughout the day, the local network server  18  will transmit and encrypt the market research input using proprietary software to a remote central sever  82 . Next, the database  52  located on remote central server  82  will convert the market research into an end-user compatible format, such as Excel or a PDF file, which is distributed  44  to the client company  57  as an email attachment upon request or any scheduled time. A copy of the file will be stored locally  43  on the remote central server  82  in addition to the copy transmitted to the client company  57 .  
      All information provided by respondents  32  will be distributed  44  to the client company  57 . The system of the present invention will also retain some of this information, such as contact and demographic information  38 , unless other arrangements are made with the client company  57 . The system of the present invention may then sell this information  38  to select other clients  39 , further expanding its research capabilities as well as generating additional revenue.  
      The personal and demographic information  38  of respondents  32  will be used to ensure that the respondent  32  is qualified  45  to take part in the study  37 , does not exceed desired quotas  46 , and does not participate repeatedly  39 . If a drawing is held and their name selected, but their information is not valid, another participant with correct information will receive the prize instead. This is designed to provide the client company  57  with accurate and reliable information.  
      As illustrated in  FIG. 5 , each kiosk  50  will be connected to a central database  52 . This central database  52  relays collected information  51  to a client company  57  periodically throughout the day or at any interval desired from instantaneous to any amount of time making it accessible to client companies  57  through the Internet  53  or other multi-user network  54 . Upon receipt the client company  57  may import the file into a proprietary system for distribution of the information in its entirety or selected parts to various departments.  
      Additionally, the system also provides means for allowing the client company  57  to access the central database  48  at any time wherein said client company  57  may make changes to the visual display, questionnaires or a plurality of other information displayed or requested by respondents through the kiosks. Questions, quotas, and incentives  55  may be changed from a remote location  56  for one or more kiosks  48  located in different areas  49 . Respondents&#39; email addresses are also verified immediately and prior to issuing them a valuable coupon as a reward for their cooperation in the study. Prizes offered in drawings may include new automobiles, TVs, ATVs, computer equipment, spa packages, home improvement or other shopping sprees, travel packages, or other large products and packages.  
      Multiple prizes may be offered in one place to attract respondents. Suppliers of the prizes will be approached and asked to participate in the program by contributing a free or discounted product in exchange for the advertising that will occur at the high foot-traffic research site. The advertising companies will be able to list all of their contact information and ideally receive increased business and awareness as a result of their collaboration. The research clients may also provide give-away prizes or coupons.  
      Now referring to  FIG. 6 , after completing the questionnaire  59  and providing all required information  60 , the kiosk  58  will print off a valuable coupon  61  for nearby stores, restaurants, or services. These coupons are not like ones the entire community receives through mass-mailings or newspaper inserts  62 , but offer significant discounts  63 . For example, a respondent may receive a coupon for a free dessert or drink at a nearby restaurant or bar.  
      In an alternative embodiment betting and contests will be offered through similarly designed kiosks strategically placed in areas with high foot traffic or where potential participants may be most likely to participate. Some such places include airports (since people are waiting), bars and clubs (potential participants are looking for entertainment), and other such places. The kiosks will have a durable protective outer housing that contains the computer, keyboard, screen, and a connection to the server for transferring information.  
      Now referring to  FIG. 7 , the games and contests  64  offered through the kiosks  65  will combine betting or trivia with lottery-style drawings. To place a bet or enter a contest  67 , participants  66  will be required to pay a fee  68  ranging from a dollar to twenty or more, depending on the prize. They must also furnish their complete contact information  69  so that they may be notified if they win. This complete contact information  69  will then belong to the system of the present invention for resale similarly as is done with the market research kiosks.  
      After payment  68  and entry of contact information  69 , participants  66  guess  72  at a future event  73 , such as with sports, or answer  70  trivia questions  71 , such as games attracting youth. Once their prediction or answer  74  has been received, it will be retained  76  in the system. If the answer or prediction is correct  75 , their name will be entered into a drawing  78  along with all of the other right answers  79  for a prize. The final winners  81  are chosen at random  80 . The number of entries  77  is limited to guarantee participants certain odds of winning.  
      Under-aged players will be required to have parental consent to participate and furnish personal information. Potential prizes for the drawings include new luxury automobiles, home improvement shopping sprees, water or land recreational vehicles, luxury travel packages, tickets to sporting or entertainment events, and other prizes that are complimentary to the betting format. Younger players may be eligible to win learning software, family vacation packages, new bicycles or outdoor equipment, room make-overs, season passes to nearby amusement or water parks, new computers, school-related prizes, and other prizes both parents and children would find attractive  
      In an alternative game embodiment for adults, after a fee is paid the kiosk will present a respondent with an image of a sporting event such as a football player attempting to catch a football or kicker attempting to make a field goal. The respondent is then required to predict the location of the ball in the image by pointing a finger on the monitor. In this example, the player pays his money, not knowing how many potential locations are available (i.e. not taken by previous respondents).  
      In yet another alternative game embodiment for children, after the payment of a fee, a kiosk will present an image of a rotating globe of the earth containing real satellite images of the Earth&#39;s surface. A respondent is then required to select a part of the Earth by placing a finger on the rotating globe. Once an Earth location is located a series of multiple choice questions will be asked to the respondent such as Country, City Name, and Capital. Respondents will enter their answers and be notified if they are a winner upon completion of the question set.  
      Thus, it is appreciated that the optimum dimensional relationships for the parts of the invention, to include variation in size, materials, shape, form, function, and manner of operation, assembly and use, are deemed readily apparent and obvious to one of ordinary skill in the art, and all equivalent relationships to those illustrated in the drawings and described in the above description are intended to be encompassed by the present invention.  
      Furthermore, other areas of art may benefit from this method and adjustments to the design are anticipated. Thus, the scope of the invention should be determined by the appended claims and their legal equivalents, rather than by the examples given.