FILE HISTORY
`US 6,421,724
`
`6,421,724
`PATENT:
`INVENTORS: Nickerson, Rand B.
`Treschl, Mark A.
`Kidd, Kathryn L.
`Crofoot, Matthew J.
`
`TITLE:
`
`Web site response measurement tool
`
`APPLICATION
`NO:
`FILED:
`ISSUED:
`
`US1999385256A
`
`30 AUG 1999
`16 JUL 2002
`
`COMPILED:
`
`15 MAR 2013
`
`Qualtrics, LLC
`Exhibit 1018
`CBM of U.S. Patent No. 8,041,805
`Page 001
`
`

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`z ;
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`"5
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`w -
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`:;o"~j
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`U
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`PATENT NUMBER
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`6421T24
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`6421724
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`U.S. UTILITY PATENT APPLICATION
`
`L&)
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`O.I.P.E.
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`PATENT DATE
`
`SECTOR
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`ILS
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`7
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`CLASS
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`IART UN IT
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`___
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`EXAMINER
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`FILED WITH: [:]DISK (CRF) []FICHE
`IA0h1 da
`on
`dattM hap)
`PDM
`
`PREPARED AND APPROVED FOR ISSUE
`
`OIGINAL J~77
`
`CLS
`
`UBLS
`
`ISSUING CLASSIFICATION
`CROSS REFERENCE(S)
`SUBCLASS (ONE SUBCLASS PER BLOCK)
`
`CLASS
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`-70
`
`9
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`j
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`INTERNATIONAL CLASSIFICATION
`/'4 3
`
`onTERMINAL
`DISCLAIMER
`
`Sheals Drw,
`
`IJConttinued
`on issue suip Inside File Jacket
`- ~. .x<~"~~~ 1'5L
`CLAJIMS ALLOWED
`DRAWINGS
`Fi;s. Drwg.
`I Pnlafr
`
`PrintI Fig.
`
`TotalCis
`
`O.
`
`Oa) The term of this patent
`subsequoent to _______
`has been disclaimed.
`Ol b) The term of this patent shall
`not extend beyond the expiration date
`of U.S Patent. No._____
`
`(date)
`
`1AA
`
`II..NOTICE
`
`(ftssgart E-)nn
`
`M &2)o-
`ad./
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`OF ALLOWANCE MA ILED
`
`N. Le
`Supesry Patent ExaHrw~r
`TechoogyCenter2OWf(
`
`ISSUE FEE
`Amount Dus
`
`l aid
`
`o3 c) The terminal _-.....months otBE
`
`this patent have been disclaimed.
`
`L
`
`(Pft"e E-ahl)04
`
`WARNING:
`The infonnation disclosed herei may be restricted. Un1Rl1h0'tz8d
`dISCIS106 MraY be Prohiited by the United States Cod Tiles 35, Sections 122, 181 and 36s,.
`Possession outside the U.S. Patent & Trademarkn Office Is restricted to autorized amtploansd contIractors only.
`F.- PTO'436A
`(R.n. 6198)
`
`(LABEL AREA)... *r .j(#I
`
`Qualtrics, LLC
`Exhibit 1018
`CBM of U.S. Patent No. 8,041,805
`Page 002
`
`

`
`6,421,724 
`
`SYSTEM AND METHOD FOR MEASURING USER REACTIONS CONCERNING ONE 
`OR MORE PARTICULAR WEB PAGES OF A WEBSITE 
`
`Transaction History 
`
`Transaction Description 
`Date  
`Initial Exam Team nn 
`9/2/1999 
`IFW Scan & PACR Auto Security Review 
`9/14/1999 
`9/16/1999  Application Dispatched from OIPE 
`4/14/2000  Case Docketed to Examiner in GAU 
`5/23/2000  Change in Power of Attorney (May Include Associate POA) 
`5/23/2000  Correspondence Address Change 
`5/23/2000  Change in Power of Attorney (May Include Associate POA) 
`6/19/2000 
`Information Disclosure Statement (IDS) Filed 
`6/19/2000 
`Information Disclosure Statement (IDS) Filed 
`9/29/2000  Preliminary Amendment 
`11/2/2000  Applicant Has Filed a Verified Statement of Small Entity Status in Compliance with 37 CFR 1.27 
`12/18/2000  Non‐Final Rejection 
`12/18/2000  Case Docketed to Examiner in GAU 
`12/20/2000  Mail Non‐Final Rejection 
`4/20/2001  Response after Non‐Final Action 
`4/20/2001  Request for Extension of Time ‐ Granted 
`5/4/2001  Date Forwarded to Examiner 
`6/13/2001  Mail Non‐Final Rejection 
`6/13/2001  Non‐Final Rejection 
`9/21/2001  Response after Non‐Final Action 
`9/27/2001  Date Forwarded to Examiner 
`12/3/2001  Final Rejection 
`12/6/2001  Mail Final Rejection (PTOL ‐ 326) 
`1/23/2002  Workflow ‐ Drawings Finished 
`1/23/2002  Workflow ‐ Drawings Matched with File at Contractor 
`1/23/2002  Amendment after Final Rejection 
`1/28/2002  Case Docketed to Examiner in GAU 
`1/28/2002  Case Docketed to Examiner in GAU 
`3/25/2002  Date Forwarded to Examiner 
`4/3/2002  Mail Notice of Allowance 
`4/3/2002  Notice of Allowance Data Verification Completed 
`4/3/2002  Case Docketed to Examiner in GAU 
`4/4/2002  Dispatch to Publications 
`
`Qualtrics, LLC
`Exhibit 1018
`CBM of U.S. Patent No. 8,041,805
`Page 003
`
`

`
`4/8/2002  Workflow ‐ File Sent to Contractor 
`4/8/2002  Receipt into Pubs 
`5/15/2002  Receipt into Pubs 
`6/10/2002 
`Issue Fee Payment Verified 
`6/10/2002  Workflow ‐Received 85b ‐ Unmatched 
`6/10/2002 
`Issue Fee Payment Received 
`6/13/2002  Application Is Considered Ready for Issue 
`6/21/2002  Receipt into Pubs 
`6/27/2002 
`Issue Notification Mailed 
`7/16/2002  Recordation of Patent Grant Mailed 
`7/16/2002  Patent Issue Date Used in PTA Calculation 
`1/10/2003  Post Issue Communication ‐ Certificate of Correction 
` 
`
`Qualtrics, LLC
`Exhibit 1018
`CBM of U.S. Patent No. 8,041,805
`Page 004
`
`

`
`PATENT APPLICATION,
`
`CONTENTS
`Date received
`(Incl. C. of M.)
`or
`Date Mailed
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`42. __
`
`ISEP
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`IN171ALS
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`j ,1 3AI
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`V
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`Date received
`(Incl. C. of M.)
`or
`Date Mailed
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`43.
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`44.
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`41. _____________
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`_
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`_____
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`(LEFT OUTSIDE)
`
`Qualtrics, LLC
`Exhibit 1018
`CBM of U.S. Patent No. 8,041,805
`Page 005
`
`

`
`SEARCHED
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`Qualtrics, LLC
`Exhibit 1018
`CBM of U.S. Patent No. 8,041,805
`Page 006
`
`

`
`ISSUE SLIP STAPL.
`
`RELA (for additional cross rerences)
`
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`
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`O.I.P.E. CLASSIFIER
`FORMAILTY REVIEW
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`
`Qualtrics, LLC
`Exhibit 1018
`CBM of U.S. Patent No. 8,041,805
`Page 007
`
`

`
`(12) United States Patent
`Nickerson et al.
`
`US006421724Bl
`US 6,421,724 Bi
`Jul. 16, 2002
`
`(10) Patent No.:
`(45) Date of Patent:
`
`(54) WEB SITE RESPONSE MEASUREMENT
`TOOL
`
`(75)
`
`Inventors: Rand B. Nickerson; Mark A. Tlreschl,
`both of Highland Park, IL (US);
`Kathryn L. Kidd, Montgoomery
`Village, MD (US); Matthew J.
`Crufoot, Chicago, IL (US)
`
`(73) Assignee: Opinion"In, Inc., Highland Park, IL
`(US)
`
`()Notice:
`
`Subject to any disclaimer, the term of this
`patent is extended or adjusted under 35
`U.S.C. 154(b) by 0 days.
`
`(21) Appl. No:; 09/385,256
`
`Aug. 30, 1999
`(22) Filed:
`Int. CI:..................................... C06F 13/00
`(51)
`709/224; 709/219
`(52) U.S. CI...............................
`345/326, 348,
`(58) Field of Search........................
`345/356, 745, 747, 751, 760, 971; 705/10;
`709/202. 210. 213, 223. 224. 217. 219;
`707/501
`
`(56)
`
`Refemenices Cited
`
`U.S. PATENT DOCUMENTS
`5,537,618 A
`5,678,041 A
`5,706,507 A
`5,754,939 A
`5 ,761,683 A
`5 ,778,182 A
`5,804,803 A
`5,809,247 A
`5,862,223 A
`
`*7/1996 Boulton etlt. ...... 345/326
`1 0/1997 Baker et at.........709/9
`1/1998 Schloss........707/104.1
`5/1998 Her. ci a.1..........455/3.04
`6/1998 Logan et at ....... 7071513
`7/1998 Cathey et at ....... 709/219
`9/1998 Ciagun ci at .......
`235/375
`et at .....
`709/218
`o9/1998 Richardso
`1/1999 Walker et at ........
`380/25
`
`5,862,260 A
`5,862,325 A
`5,870,744 A
`5,958,008 A
`5,991,735 A
`6,1 34,531 A
`6,141,0 10 A
`6,161,112 A
`6,189,029 B1
`6,260,064 B1
`
`1/1999 Rhoads..........382/232
`1/1 999 Reed et al. ......... 708/201
`2/1999 Spoag ............ 707/9
`P.grebisky et a]t.....709/223
`*9/1999
`*11/1999 Gerac.............. 705/10
`*10/2000 Trewitt et at ........ 705/10
`*10/201) Hloyle............. 345/356
`IV122000 Cragun et at .......
`707/501
`2/2001 Fucrst............. 709/217
`7/2001 Kumaok ........... 709/224
`
`OTHER PUBLICATIONS
`
`Different Versions of the OnlineOpimnon Data Collection
`the Type of Response a
`Technique Dramatically Impact
`Website Receivcs by OpinionLab, Iac., Nov. 1, 1999.*
`BizRate.orm, Independent Merchant Evaluation, bttps://
`eval.bizrate.com/popcboice.p17id-19383&rh-l&ip-
`204.194.97.2&nsum-67748. 1 page, printed Jan. 13, 21100.
`https://eval.bizeate.com/eval--t.pl?id-19383&ip-
`204.194.97.2&sum..67748&g-102, 5 pages, printed Jan.
`13.,2000.
`
`* cited by examiner
`
`Primary Examiner-N. Le
`Assistant Exivminer-Walter Benson
`(74) Attorney, Agent, or Firm-Baker Bolts L.L.P.
`ABSTRACT
`(57)
`A web site response measurement
`is provided for
`tool
`collecting user reaction to a web site on a page-by-page basis
`linked
`and foe providing online self-serve topographical
`reports displaying the collected data. Additional diagnostic
`information can be collected as well as user demographic
`tailoring
`information for assisting a web site owner in
`his/her web site to a specific audience.
`
`9 Claims, 6 Drawing Sheets
`
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`Add-,a I ()hftp:/--.. onr
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`I
`
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`
`Qualtrics, LLC
`Exhibit 1018
`CBM of U.S. Patent No. 8,041,805
`Page 008
`
`

`
`U.S. Patent
`
`Jul. 16, 2002
`
`Sheet 1 of 6
`
`US 6,421,724 B1
`
`Qualtrics, LLC
`Exhibit 1018
`CBM of U.S. Patent No. 8,041,805
`Page 009
`
`

`
`U.S. Patent
`
`Jul. 16, 2002
`
`Sheet 2 of 6
`
`US 6,421,724 B1
`
`Qualtrics, LLC
`Exhibit 1018
`CBM of U.S. Patent No. 8,041,805
`Page 010
`
`

`
`U.S. Patent
`
`Jul. 16, 2002
`
`Sheet 3 of 6
`
`US 6,421,724 B1
`
`x
`
`cn
`
`Qualtrics, LLC
`Exhibit 1018
`CBM of U.S. Patent No. 8,041,805
`Page 011
`
`

`
`U.S. Patent
`
`Jul. 16, 2002
`
`Sheet 4 of 6
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`US 6,421,724 Ell
`
`Qualtrics, LLC
`Exhibit 1018
`CBM of U.S. Patent No. 8,041,805
`Page 012
`
`

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`U.S. Patent
`
`Jul. 16, 2002
`
`Sheet 5 of 6
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`US 6,421,724 B1
`
`b0
`
`FIG. 5
`
`Make your web space a better place:
`
`User Registration
`By registering you will be able
`to provide mare useful feedback
`to the sites that you visit.
`Once you complete the following
`information, a cookie will store an
`ID with your browser that will
`identify your unique demographics
`the ratings you make on a
`with
`given page.
`
`the
`You only need to complete
`following
`information once and it
`will be associated with your
`retings. You will use your password
`this information online.
`to update
`
`5
`
`Nickname:
`5
`Password:
`E-mail Address:
`Gender:
`52- seet'dr~
`Age:
`slc
`Industry:seetndt
`Employment Status: seec2tau
`
`52
`
`'
`
`Registration lips
`*Please specify a "valid" email address as
`we will send your password to this email
`address.
`*Whes selecting your user name, please
`use only alphanumeric characters. No
`special characters are accepted, such as
`<space>, /, -, -,
`!,-, etc.
`*Please do not select a user name that
`contains words that others may consider
`to be offensive; no swear words will be
`permitted.
`*You can change your password at any
`time by selecting Edit Profile from the
`Help page.
`Please read our Privacy Policy for
`information on how we protect user Privacy.
`
`31
`
`]
`
`I
`
`nternet zone
`
`.
`
`Qualtrics, LLC
`Exhibit 1018
`CBM of U.S. Patent No. 8,041,805
`Page 013
`
`

`
`U.S. Patent
`
`Jul. 16,2002
`
`Sheet 6 of 6
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`US 6,421,724 Bl
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`Qualtrics, LLC
`Exhibit 1018
`CBM of U.S. Patent No. 8,041,805
`Page 014
`
`

`
`US 6,421,724 11
`
`1
`WEB SITE RESPONSE MEASUREMENT
`TOOL
`
`2
`segment by customer demographic.
`In order to encourage
`information, a method for
`users to provide demographic
`collecting the data that does not require the user to download
`FIELD OF THE INVENTION
`special collection software or submit their information more
`hepresent invention relates to web site response mea-5thnocmutbdeie.
`Once user reaction feedback data is collected, it needs to
`surement tools. More particularly, the present invention
`is eay to
`reported in a format that
`be organized and
`relates to tools for collecting and reporting nser interaction
`understand and analyze. It is important that the data he
`withandrespcocto
`websit on
`pae-b-pag bais,
`withandresonseto
`we sit ona pge-b-pae bsis
`presented to the web site owner in a fashion that emphasizes
`to the site topography so that valuable page level data is not
`BACKGROUND INFORMAT'ION
`obscured. This requires unique navigational tools.
`As computer networking
`technology continues
`As described above, there
`to
`in a need for a web shte
`advance, many compantes are scrambling to take advantage
`measurement
`tool
`that collects user reaction data on a
`of intranets, extranets and the Internet to provide Web sites
`page-by-page basis. Preferably, user demographic data is
`containing information about
`theft business, to conduct i5 collected and reported with the user reaction data. The
`transactious, and to build relationships. The Internet
`collected data must be reported in an easy-to-understand and
`in
`particular has become an exciting new electronic market-
`analyze format on a page-by-page basis that emphasizes the
`that companies are exploring. A typical web site
`place
`web site's topography. Unique online self-serve navigational
`comprises a plurality of individual web pages linked
`system lioking user feedback
`to specific sone pages and
`together in a predetermined
`topography, Each web page 20 topography would facilitate the owner's interpretation and
`provides specific categorical information. A user navigates
`understanding of the user feedback data.
`through the web site by "chicking" on links embedded on the
`SUMMARY OF THE INVENTION
`individual Web pages. The web sites typically provide
`information about
`the company and its preducts and/or
`These needs and others are satisfied by
`the web site
`services and/or are used to conduct transactions, or present 25 response measurement tool of the present invention. A web
`advertisements. Web sites can be visited by employees,
`site response measurement
`tool aceording to
`the present
`customers, investors, buisiness partners. prospects and many
`invention comprises a user reaction feedback mechanism,
`others,
`means for consistently collecting user response data, means
`Employees can be looking foe guidance and support
`for organizing user response data on a page-by-page basis
`information about the company. Customers may be making 30and means for reporting the user response data on a page-
`decisions abeat whether to do business with a company
`by-page basis and at an aggregate level through a unique
`based on the image presented by the company's web site or
`online self-serve navigation system linking user feedback to
`actually conducting business via the Intrnet. Investors may
`site topography. The present invention also provides a mens
`be assessing the company's ability to create value based on
`to collect demographic data for a user and associate it to that
`its web site. Business partners and prospects may be search- 31user.
`lag for companies that are a good fit for them based on
`The user reaction feedback mechanism is located on one
`information presented in Intemnet web sites.
`or morn web pages on a typical site. This allows a user to rate
`In order to improve the effectiveness of the web as a
`each page independently. The user reaction feedback macha-
`media, it would be helpful to collect and evaluate user 40 nism provides a language-independent 5-point rating scale
`reaction to web sites on a page by page basis.nTus, there is
`for rating each of the web pages. The user reaction feedback
`a need for a web site measurement tool for measuring user
`mechanism ean farther include a user diagnostic feedback
`reaction to web sites through feedback provided by users,
`mechanism that provides a series of questions designed to
`obtain user response on a plurality of aspects of each of the
`Unique, idiosyncratic, unpredictable and individualized
`methods of requesting user feedback do nt provide the kind 45 web pages. The questions can relate to the user's reaction to
`of consistent and reliable data needed to properly evaluate a
`the content, design and usability of each web page.
`web site. Nor do they resalt in a consistent, high level of
`Preferably, the user reacoion feedback mechanism further
`response. Users will typically not employ a rcsponse method
`comprises an icon placed in a specific viewable location on
`that they must learn, that requires them to leave the page of
`each web page relative to the web browser border. The icon
`interest, that takes an unpredictable length of time or that 50 is configured to remain in the viewable location relative to
`requests information they are not prepared to divulge.
`the browser border even as the user scrolls through the web
`Furthermore, inconsistent methods of obtaining user feed-
`page. The user feedback mechanism is easy-to-use, fact,
`predictahle and consistent across pages and across sites to
`back prevent web site owners from compartng user reaction
`across web sites. Capturing feedback data on a web site
`encourage usage. It may also be placed in the "masthead"
`level, rather than web page level, leads to confusion for users 55 area of a site and, thus, viewable from every page.
`giving feedback as well as for web site owners interpreting
`The web site response measurement
`tool con further
`the feedback data because definition and context of the data
`include a user registration system for collecting user demno-
`is ambiguous. Thus, there is a need for a web site response
`graphics information. The mens for organizing the data
`measurement tool that captures titer reaction feedback data
`associates the collected user demographics information with
`on a page-by-page basis, using a consistent, fast, convenient 60 the user response data and the means for reporting associates
`and predictable methed to allow the feedback data to be
`the user demographics information with the user response
`compared across web pages and web totes throughout the
`data.
`world wide web.
`A self-serve online report is generated by the means for
`reporting. The report allows web sito owners to navigate
`To further increase the value of the user reaction, itris also
`destrabile in associate aser demographic inforimation With a to through their web site following the linked topography of
`lhe web site to view the user response data. The report
`user's reaction feedback data. In this manner, a web shte
`owner can tailor a web site to target a specific market
`provides a plurality of display pages for displaying the user
`
`Qualtrics, LLC
`Exhibit 1018
`CBM of U.S. Patent No. 8,041,805
`Page 015
`
`

`
`US 6,421,724 B1
`
`10
`
`3
`4
`response data on a page-by-page basis with each of the
`nism 24 comprises a Javag-seript computer program eon-
`display pages comprising user response data for a corre-
`figured
`to
`a on the user workstation 14 when a user
`accesses a web page 32.
`sponding web page along with links to each of the pages
`A nser accesses a web page 32 residing on the web site
`linked from this page.
`The means for organizing the data further inclndes means 5 server 16 from the user workstation 14 via the Internet 22
`using an Internet browser 34. Typically, only a portion of the
`for qnaniifytng the user reaction data into a standardized
`web page 32 is vinwable in the browser 34 window at a time.
`measure,
`A awer can scroll through the web page 32 changing the
`viewable portion.
`BRIEF DESCRIPTION OF THE DRAWINGS
`In a preferred embodiment,
`the user reaction feedback
`FIG. 1 is a schematic block diagram of a computer
`mechanism 24 appeaes as an icon 36 in a predetermined
`network employing a web site measurement tood according
`location relative to the browser window border 38 on the
`to the prewart invention,
`viewable portion of the web page 32. The icon 36 is
`FIG. 2 is a screen capture of a computer screen displayi ng
`configuredl
`to remain in the predetermined location as the
`a web page
`including an icon representing
`the web site 15 user scrolls through the web page 32. Alternatively, the icon
`measarement tool of FIG. 1;
`36 can be located in the masthead 35 area.
`FIG. 3 is a screen capture of a computer screen displaying
`As the user moves the mouse pointer 40 over the icon 36,
`a web page including the icon-based user reaction feedback
`the icon 36 changes into a five-point seals 41 and question
`mechanism of FIG. 2 showing a five-point rating scale,
`mark 42. The user can rate his/her reaction to the web page
`110. 4 is a screen capture of a computer sereen displaying 20 32 by selecting a rating from the five point seale 41. The
`rating is selected by moving the mouse pointer 40 over the
`a web page including an alternate user reaction feedback
`mechanism of FIG. 2 showing a series of three five-point
`desired rating and clicking the mouse button (not shown).
`rating scales;
`Selecting the question mark 42 provides the user with
`FIG. 5 is a screen capture of a awer demographic infor-
`detailed instruction on how In use the measurement tel 10.
`motion entry screen according to the present invention; and 25 Upon selection of a rating by a aser, the user reaction
`noG. 6 is a screen capture of a compater screen showing
`feedback mechanism 24 stores the following information in
`a data fine 25 on the data collection and reporting sewver 20:
`a topoeraphical linked report according to the present invcn-
`page identification code;
`tin
`Internet protocol address,
`rating value (++, +, +/-, -
`DETAILED DESCRIPTION OF THlE
`PREFERRED EMBODIMENT
`rating time and date;
`time spent on page before rating it;
`In accordance with the present invention, a awer response
`ID associated with the person rating the page (and desir-
`measurement tool is described that provides distinct advan-
`ably associated demographics); and
`tages wheo compared to those of the prior art. The invention 35
`session ID.
`can best be understood with reference to the accompanying
`In this manner, user reaction data to a web site 30 can be
`drawing figures.
`collected on a page-by-page basis providing definition nd
`Referring now to the Figures, a web site response men-
`content to the data.
`surement tool according to the present invention is generally
`include auser diagntic feedback mechanism 4 Thiso
`designated by reference numeral 10. The web site response
`3isud sir butianosi beedcrimechrough colo ori iothe
`measurement tool 10 is configured to operate on web pages
`36ismlabucnbedcriatdhoghoorrohr
`in a computer network 12, such as an intranet, extranet or the
`means from the single seals 41 measurement icon to main-
`Internet.
`tain predictability and consistency from a user perspective.
`In a preferred embodiment, a web site response measure- 45 The awer diagnostic feedback mechanism 46 is configured to
`meat teol 10 according to the present invention operates to
`present a series of three scales 47 to the user designed to
`measure user reaction to an Internet web site an a page-by-
`obtain the user's reaction to various specific aspects of the
`page basis. In this embodiment, the computer network 12
`web page 32 such as content, design and usability of the web
`comprises a awer workstation 14, a web site server 16, a web
`pae
`wrksatin 1 anda dta olletio an 50
`siteownr uer
`In this instance, the icon 36 is configured to open to reveal
`reporting server 20 all connected via the Internet 22.
`three scales 47 of 5 points each similar to the previous single
`tool 10 comprises a awer
`The web site measuement
`scale 41. The scales 47 urn labeled "Content," 'Usability"
`reactin feedback mechanism 24, a data collection program
`and "Design." The scales 47 are configured
`to rotate
`in
`26 and a system for reporting atid navigating the collected
`position each time they are opened to eliminate response
`data 28. The awer reaction feedback mechanism 24 resides s bias.
`on the web site server 16 until a uaser requests the page. At
`The awe's respoeses to each of the questions presented by
`this point the user reaction feedback mechanism is down-
`the user diagnostic feedback mechanism 46, along with the
`loaded onto the user workstation 14 and is embedded in the
`information specified above, is also stored in the database 25
`user's browser. The data collection program 26 and system
`on the web sits server 16.
`for reporting the collected data 28 reside on the data Cal- 60 As with the user reaction feedback mechanism 24, the
`lection and reporting server 20.
`user diagnostic feedback mechanism 46 colects user
`The user reaction feedback mechanism 24 is incorporated
`responses on a page-by-page basis. In this manner, the web
`into certain web pages 32 residing on the web site server 16.
`site owner can owe the data collected by the user diagnostic
`Far example,
`the user reaction feedback mechanism 24
`feedbaek mechanism 46 to identify specific aspects of a web
`comprises a client side script that is activated every time a an page 32 that can be improved.
`web page 32 from the web sits 30 is accessed. In the
`Additionally, a user registration system 48 can be
`preferred embodiment, the user reaction feedback mecha-
`included in the user reaction feedback mechanism 24 for
`
`30
`
`Qualtrics, LLC
`Exhibit 1018
`CBM of U.S. Patent No. 8,041,805
`Page 016
`
`

`
`US 6,421,724 B1
`
`20
`
`6
`5
`collecting user demographic
`information. In a preferred
`There are three possible ways to navigate to user response
`data for a specific page: 1) via a scan report categorizing
`embodiment, the user registration system 48 is implemented
`average page ratings by Color, value of the rating and
`as a web page registration page 50. As shown in FIG. 5, the
`number of ratings onea single graph; 2) by a list of pages; and
`web registration page 50 collects the following user infer-
`5 3) from the web page. FIG. 6 illustrates a preferred scan
`motion.
`report.
`Nickname:
`In a preferred embodiment, the data Collection and report-
`Email address (optional);
`server 20 is Configured to provide an initial summary
`Passord;ing
`report including the user reaction data on a five-point scale
`PGeswor;
`on a page-by-page basis for freec The web site server 20 is
`Gener
`Age (in ranges 10 or less, 11-17, 18-24, etc.);
`toalso configured to offer more detailed diagnostic reports
`Industry of user;
`including information Collected by the user diagnos,tic feed-
`Employment (full-time, part-time, student, retired,
`back mechanism 46 and user demographic
`information
`etc.).
`Collected by the user registration system 48 for a fee.
`Additionally, the registration page 50 can collect the fol-
`Payment can be accepted by prepaid accounts, Credit card
`towing information:
`15 submissions, telefaxcdt invoice or other means.
`It will be apparent to those skilled in the art that moth-
`Size of household (1, 2, 3, 4, 4t-);
`leve ofettcoton;fications
`may be mode without departing from the spirit and
`Highest lvloedctn;scope
`of the invention. Accordingly, it is not intended that
`Household income range;
`the invention be limited eucept as may be necessary in view
`Country of residence.
`20 of the appended claims.
`The registration page 50 includes entry fields 52 into
`What is claimed is:
`1. A system for measuring subjective user reaction con-
`which the user in prompted to enter the above demographic
`information. This demographic information can be used by
`cerning a particular web page of a website, comprising:
`a first icon viewable on the particular web page indepen-
`the web site owner to tailor their page revisions to appeal to
`dent of input from a user subsequent to the user
`a certain segment of users.
`accessing the particular web page, the first icon solic-
`User demographic information is stored in an independent
`iting a subjective user reaction to the particular web
`database 27. Each user is assigned a unique ID, preferably
`page as a whole from the user independent of input
`stored as a cookie on the user's workstation 14, which is
`the
`from the user subsequent to the user accessing
`associated with their demographic profile. Ge subsequent
`particular web page, the first icon operable to receive
`use of the icon 36 by a registered user, the icon 36 may 30
`user input indicating a desire to provide a subjective
`the user by displaying
`their
`that it recognizes
`confirm
`user reaction to the particular web page as a whole, the
`nickname and the word "tbankcs."
`user input causing a second icon to become viewable
`The web site response measurement tool 10 of the present
`on the particular web page, the second icon Comprising
`invention is configured to allow a web site owner to request
`a plurality of multi-level rating scales for rating the
`reports showing user reaction to his/her web site 30 on a 35
`particular web page, each multi-level rating scale being
`page-by-page basis. The web site owner requests a report by
`asseciated with a particular characteristic of the par-
`logging into the data collection and reporting server 20 via
`ticular web page including at least one positive rating,
`the Internet 22 from the web site owner's user workstation
`a neutral rating, and at least one negative rating; and
`18.
`software associated with the second icon and operable to
`When attempting to download the rating software onto a 40
`receive the subjective user reaction to the particular
`web sits, the web site owner is prompted by the data
`web page us a whole for reporting to a website owner.
`collection and reporting server 20 to enter the following
`2. The system of claim 1, wherein each characteristic of
`informtation: First Name, Last Name, Title, Company,
`the particular web page is selected from the group cousisting
`Address, Email Address, Phone Number, Industry, and web
`site address. The data collection and reporting server 20 also 45 of content, design, and usability.
`3. A system for measuring subjective user reaction con-
`sends a notification that the web site owner's web site 30
`cerning a particular web page of a website, comprising:
`wilt be crawled and a Copy of a License Agreement regard-
`a first icon viewabte on the particular web page indepen-
`ing the providing of a report to the web site owner.
`dent of input from a user subsequent to the user
`Upon receiving the requested information from the web
`accessing the particular web page, the first icon solic-
`the data collection and reporting server 20 5o
`sits owner,
`verifies the user ID and password by Email via the Internet
`iting a subjective user reaction to the particular web
`page as a whole from the user independent of input
`22. The data Collection and reporting server 20 conducts a
`the user subsequent to the user accessing the
`web crawl to identify all of the web pages associated with
`from
`this web site 30. This crawl is repealed at a predetermined
`particular web page, the first icon comprising a symbol
`frequency. and may also be triggered by receiving data about s5
`selected from the group consisting of a plus sign.
`a web page 32. This information and site map are collected
`minus sign, and a dynamic symbol that changes peel-
`and organized by the data collection programn 26 and stored
`odically from a plus algn to a minus sign and vise versa,
`the first icon operable to receive user input indicating a
`the data collection and reporting
`in a data base 44 on
`to the
`to provide a subjective user reaction
`desire
`workstation 20.
`All user reaction and demographic data and client regis- so
`particular web page as a whole, the user input causing
`tration data is stored in the databases 25, 27 and 44.
`a second icon to become viewable on the particular web
`Submittal of this information is via an SSL secure server. All
`page, the second icon providing the user an opportunity
`reports are generated on the fly from the databases 25, 27
`in provide a subjective user reaction to the particular
`and 44 by the data reporting system 28 on the data Collection
`web page us a whole; and
`and reporting server 20. The web ate owner can acess the u5s oftware associated with the second icon and operable to
`data collection and reporting server 20 to view the graphical
`eeive the subjective user reaction to the particular
`report 54 by using their user ID and password assigned.
`web page as a whoin for reporting to a website owner.
`
`Qualtrics, LLC
`Exhibit 1018
`CBM of U.S. Patent No. 8,041,805
`Page 017
`
`

`
`25
`
`7
`4. A system for measuring subjective user reactioes caoe-
`cerning a pturatity of particutar web pogrs of a website,
`comprisieg:
`afirst icoo viewable oo each particular web page inde-
`prudent of input from a user subsequent to the user 5
`accessing the particutar web page. the first viewabte
`icon indicating