Marketing support system, marketing support method and program

A marketing support system comprising,

• an acquisition unit acquiring, using a processor, questionnaire information comprising a response result of a questionnaire and an attribute of a respondent of the questionnaire from the respondent through a communication interface connected to a communication network, the questionnaire conducted to consumers in a product and service field to which a marketing target belongs, based on recognition, usage experience, and frequency of use of a first brand and a second brand belonging to the field, the second brand being a competitor's brand of the first brand;
• an assignment unit for assigning, using a processor, the respondent to one of a plurality of segments based on the response result, the plurality of segments being set in advance based at least on the frequency of use of the first brand and the second brand;
• an aggregation unit configured to, using a processor, aggregate attributes of respondents assigned to each of the plurality of segments and estimate the number of respective consumers of the plurality of segments and a ratio of the number of consumers corresponding to each of the plurality of segments to the number of all customers based on a ratio of respondents assigned to each of the plurality of segments to the number of all respondents;
• and
• an output unit configured to visualize, on a display, the number of consumers and the ratio of the number of consumers corresponding to each of the plurality of segments to the number of all customers in a matrix form so as to compare the first brand and the second brand and to compare between different segments,
• wherein the plurality of segments comprise, for each of the first brand and the second brand, a loyal customer, a general customer, a departed customer, a customer who recognizes the brand and has never purchased the brand, and a customer who does not recognize the brand, according to customer experience,
• wherein the output unit is configured to display which of the plurality of segments of the second brand the respective customers of the plurality of segments of the first brand are assigned to, and is configured to display the plurality of segments to distinguish one or more segments related to respective departed customers of the first brand and the second brand from the other segments,
• wherein when an operator makes an input to select the loyal customer of the first brand, the output unit highlights, on the matrix form, the plurality of segments of the second brand, to which the loyal customer of the first brand correspond, with coloring, bold-writing, or both,
• wherein the output unit further highlights the other segments of the first or second brand related to the departed customer of the second or first brand, respectively, on the matrix form, and
• wherein the output unit further highlights, on the matrix form, three segments of the first and second brands in different colors, the three segments of each of the first and second brands including the departed customer, the customer who recognizes the brand and has never purchased the brand, and the customer who does not recognize the brand.