Analysis of controlled and automatic attention for introduction of stimulus material

• US 10,068,248 B2
• Filed: 10/21/2016
• Issued: 09/04/2018
• Est. Priority Date: 10/29/2009
• Status: Active Grant

• Current Assignee: Nielsen Consumer LLC (Nielsen Holdings plc)
• Original Assignee: The Nielsen Company LLC (MOOD Media Corporation)
• Inventors: Knight, Robert T., Gurumoorthy, Ramachandran, Pradeep, Anantha
• Primary Examiner(s): Cheng, Jacqueline
• Assistant Examiner(s): MESSERSMITH, ERIC J
• Application Number:
  US15/299,752
• Publication Number:
  US 20170039591A1
• Time in Patent Office: 683 Days
• CPC Class Codes: A61B 5/16 Devices for psychotechnics using teaching or educational appliances G09B1/00 - G09B7/00; Testing reaction times ; Devices for evaluating the psychological state
• CPC Class Codes: A61B 5/163 by tracking eye movement, gaze, or pupil change
• CPC Class Codes: A61B 5/377 using evoked responses
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute

Abstract

A system analyzes neuro-response measurements including regional electroencephalography (EEG) measurements from subjects exposed to stimulus materials to determine locations in stimulus materials eliciting controlled attention and automatic attention. Additional stimulus materials are inserted into locations having salient attention attributes. In some examples, a challenging task is used to direct controlled attention onto a location and additional stimulus material is subtly presented in the location to benefit from automatic attention and salient attention measurements.

Claims

1. A system comprising:

an analyzer to;

identify a first event in first neuro-response data gathered from a user while the user is exposed to media and a second event in the first neuro-response data;

correlate a first location in the media with the first event and a second location in the media with the second event;

determine a first user resonance of the user at the first location based on the first event; and

determine a second user resonance of the user at the second location based on the second event; and

a selector to select a third location in the media after the first location or a fourth location in the media after the second location as a candidate location for introduction of advertising material based on the first user resonance and the second user resonance, the selector to select the candidate location by selecting the third location when the first user resonance is increased relative to the second user resonance and by selecting the fourth location when the second user resonance is increased relative to the first user resonance.

2. The system of claim 1, wherein the third location and the fourth location are one of a temporal location in the media or a spatial location in the media.

3. The system of claim 1, wherein the first event is a change in amplitude in the first neuro-response data.

4. The system of claim 1, wherein the analyzer is to determine a first controlled attention level of the user at the first location based on the first neuro-response data and determine a second controlled attention level of the user at the second location based on the first neuro-response data, and wherein the selector is to further select the third location or the fourth location as the candidate location based on the first controlled attention level and the second controlled attention level.

5. The system of claim 1, wherein the analyzer is to:

determine an automatic attention level of the user based on second neuro-response data gathered from the user while the user is exposed to the advertising material in the candidate location; and

determine an effectiveness of the advertising material in the candidate location based on the automatic attention level.

6. The system of claim 1, wherein the analyzer is to:

determine a first controlled attention level of the user based on second neuro-response data gathered from the user while the user is exposed to the advertising material in the candidate location;

determine a second controlled attention level of the user based on third neuro-response data gathered from the user while the user is exposed to media at a fifth location in the media; and

perform a comparison of the first controlled attention level and the second controlled attention level, the selector to one of maintain the selection of the candidate location or modify the selection of the candidate location based on the comparison.

7. The system of claim 1, wherein the analyzer is to:

analyze second neuro-response data gathered from the user while the user is exposed to media in the third location and third neuro-response data gathered from the user while the user is exposed media in the fourth location; and

perform a comparison of (1) the first neuro-response data and the second neuro-response data and (2) the first neuro-response data and the third neuro-response data, the selector to further select the one of the third location or the fourth location as the candidate location based on the comparison.

8. A method comprising:

identifying, by executing an instruction with a processor, a first event in first neuro-response data gathered from a user while the user is exposed to media and a second event in the first neuro-response data;

correlating, by executing an instruction with the processor, a first location in the media with the first event and a second location in the media with the second event;

determining, by executing an instruction with the processor, a first user resonance of the user at the first location based on the first event;

determining, by executing an instruction with the processor, a second user resonance of the user at the second location based on the second event; and

selecting, by executing an instruction with the processor, a third location in the media after the first location or a fourth location in the media after the second location as a candidate location for introduction of advertising material based on the first user resonance and the second user resonance, the third location to be selected as the candidate location when the first user resonance is increased relative to the second user resonance and the fourth location to be selected as the candidate location when the second user resonance is increased relative to the first user resonance.

9. The method of claim 8, wherein the third location and the fourth location are one of a temporal location in the media or a spatial location in the media.

10. The method of claim 8, wherein the first event is a change in amplitude in the first neuro-response data.

11. The method of claim 8, further including:

determining a first controlled attention level of the user at the first location based on the first neuro-response data; and

determining a second controlled attention level of the user at the second location based on the first neuro-response data, wherein the selecting of the third location or the fourth location as the candidate location is further based on the first controlled attention level and the second controlled attention level.

12. The method of claim 8, further including:

determining an automatic attention level of the user based on second neuro-response data gathered from the user while the user is exposed to the advertising material in the candidate location; and

determining an effectiveness of the advertising material in the candidate location based on the automatic attention level.

13. The method of claim 8, further including:

determining a first controlled attention level of the user based on second neuro-response data gathered from the user while the user is exposed to the advertising material in the candidate location;

determining a second controlled attention level of the user based on third neuro-response data gathered from a user while the user is exposed to media at a fifth location in the media;

performing a comparison of the first controlled attention level and the second controlled attention level; and

maintaining the selection of the candidate location or modifying the selection of the candidate location based on the comparison.

14. The method of claim 8, further including:

analyzing second neuro-response data gathered from the user while the user is exposed to media in the third location and third neuro-response data gathered from the user while the user is exposed media in the fourth location;

performing a comparison of (1) the first neuro-response data and the second neuro-response data and (2) the first neuro-response data and the third neuro-response data; and

selecting the one of the third location or the fourth location as the candidate location based on the comparison.

15. A tangible machine readable storage device or storage disc comprising instructions which, when executed by a machine, cause the machine to at least:

identify a first event in first neuro-response data gathered from a user while the user is exposed to media and a second event in the first neuro-response data;

correlate a first location in the media with the first event and a second location in the media with the second event;

determine a first user resonance of the user at the first location based on the first event;

determine a second user resonance of the user at the second location based on the second event; and

select a third location in the media after the first location or a fourth location in the media after the second location as a candidate location for introduction of advertising material based on the first user resonance and the second user resonance, the third location to be selected as the candidate location when the first user resonance is increased relative to the second user resonance and the fourth location to be selected as the candidate location when the second user resonance is increased relative to the first user resonance.

16. The storage device or storage disc of claim 15, wherein the third location and the fourth location are one of a temporal location in the media or a spatial location in the media.

17. The storage device or storage disc of claim 15, wherein the first event is a change in amplitude in the first neuro-response data.

18. The storage device or storage disc of claim 15, wherein the instructions cause the machine to:

determine a first controlled attention level of the user at the first location based on the first neuro-response data; and

determine a second controlled attention level of the user at the second location based on the first neuro-response data, the machine to further select the third location or the fourth location as the candidate location based on the first controlled attention level and the second controlled attention level.

19. The storage device or storage disc of claim 15, wherein the instructions cause the machine to:

determine an automatic attention level of the user based on second neuro-response data gathered from the user while the user is exposed to the advertising material in the candidate location; and

determine an effectiveness of the advertising material in the candidate location based on the automatic attention level.

20. The storage device or storage disc of claim 15, wherein the instructions cause the machine to:

determine a first controlled attention level of the user based on second neuro-response data gathered from the user while the user is exposed to the advertising material in the candidate location;

determine a second controlled attention level of the user based on third neuro-response data gathered from a user while the user is exposed to media at a fifth location in the media;

perform a comparison of the first controlled attention level and the second controlled attention level; and

maintain the selection of the candidate location or modify the selection of the candidate location based on the comparison.