Stimulus placement system using subject neuro-response measurements

• US 10,127,572 B2
• Filed: 12/28/2012
• Issued: 11/13/2018
• Est. Priority Date: 08/28/2007
• Status: Active Grant

• Current Assignee: Nielsen Consumer LLC (Nielsen Holdings plc)
• Original Assignee: The Nielsen Company LLC (MOOD Media Corporation)
• Inventors: Pradeep, Anantha, Knight, Robert T., Gurumoorthy, Ramachandran
• Primary Examiner(s): Trotter, Scott S
• Application Number:
  US13/730,541
• Publication Number:
  US 20130185141A1
• Time in Patent Office: 2,146 Days
• Field of Search: 705 1441, 705 1466
• CPC Class Codes: A61B 5/318 Heart-related electrical modalities, e.g. electrocardiography [ECG]
• CPC Class Codes: A61B 5/375 using biofeedback
• CPC Class Codes: A61B 5/389 Electromyography [EMG]
• CPC Class Codes: A61B 5/398 Electrooculography [EOG], e.g. detecting nystagmus; Electroretinography [ERG]
• CPC Class Codes: A61B 5/4035 Evaluating the autonomic nervous system
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements

Abstract

Example methods, apparatus, systems and machine readable media are disclosed herein for selecting advertisement or entertainment location based on neuro-response data. An example method includes analyzing first neuro-response data from a first subject exposed to source material. The example method also includes identifying a candidate location in the source material for introduction of an advertisement or entertainment based on the first neuro-response data. In addition, the example method includes analyzing second neuro-response data from at least one of the first subject and a second subject exposed to a combination of the source material and the advertisement or entertainment inserted in the candidate location. The example also includes determining an effectiveness of the advertisement or entertainment based on the second neuro-response data.

Claims

1. A method comprising:

analyzing first neuro-response data from a first subject exposed to source material, the first neuro-response data comprising first electroencephalographic data from a first frequency band and second electroencephalographic data from a second frequency band, the second frequency band being different than the first frequency band, the first neuro-response data gathered from a frontal eye field (FEF) region of a brain of the first subject;

identifying, using a processor, a candidate location in the source material for introduction of an advertisement or entertainment based on an interaction between the first frequency band and the second frequency band, the interaction including a degree of coherence between a first change in amplitude of the first frequency band measured before saccade onset and a second change in amplitude of the second frequency band measured before saccade onset;

analyzing second neuro-response data from at least one of the first subject or a second subject exposed to a combination of the source material and the advertisement or entertainment inserted in the candidate location, the second neuro-response data gathered from the FEF region of at least one of the brain of the first subject or a brain of the second subject; and

determining an effectiveness of the advertisement or entertainment based on the second neuro-response data.

2. A system comprising:

an analyzer to analyze first neuro-response data from a first subject exposed to source material, the first neuro-response data comprising first electroencephalographic data from a first frequency band and second electroencephalographic data from a second frequency band, the second frequency band being different than the first frequency band, the first neuro-response data gathered from a frontal eye field (FEF) region of a brain of the first subject; and

a processor to identify a candidate location in the source material for introduction of an advertisement or entertainment based on a degree of coherence between a first change in amplitude of the first frequency band measured before saccade onset and a second change in amplitude of the second frequency band measured before saccade onset,

the analyzer to analyze second neuro-response data from at least one of the first subject or a second subject exposed to a combination of the source material and the advertisement or entertainment inserted in the candidate location, the second neuro-response data gathered from the FEF region of at least one of the brain of the first subject or a brain of the second subject, and

the processor to determine an effectiveness of the advertisement or entertainment based on the second neuro-response data.

3. A tangible machine readable storage device or storage disc comprising machine readable instructions which, when read, cause a machine to at least:

analyze first neuro-response data from a first subject exposed to source material, the first neuro-response data comprising a first frequency band of electroencephalographic data and a second frequency band of electroencephalographic data, the second frequency band being different than the first frequency band, the first neuro-response data gathered from a frontal eye field (FEF) region of a brain of the first subject;

identify a candidate location in the source material for introduction of an advertisement or entertainment based on a degree of coherence between a first change in amplitude of the first frequency band measured before saccade onset and a second change in amplitude of the second frequency band measured before saccade onset;

analyze second neuro-response data from at least one of the first subject or a second subject exposed to a combination of the source material and the advertisement or entertainment inserted in the candidate location, the second neuro-response data gathered from the FEF region of at least one of the brain of the first subject or a brain of the second subject; and

determine an effectiveness of the advertisement or entertainment based on the second neuro-response data.

4. A system comprising:

an analyzer to;

analyze first neuro-response data from a first subject exposed to source material, the first neuro-response data comprising first electroencephalographic data from a first frequency band and second electroencephalographic data from a second frequency band, the second frequency band being different than the first frequency band, the first neuro-response data gathered from a frontal eye field (FEF) region of a brain of the first subject;

determine an interaction between the first frequency band and the second frequency band based on the analysis, the interaction including a degree of coherence between a first change in amplitude of the first frequency band measured before saccade onset and a second change in amplitude of the second frequency band measured before saccade onset; and

generate a response profile for the first subject based on the interaction; and

a processor to;

link the response profile with candidate location data for the source material; and

identify a candidate location in the source material for introduction of an advertisement or entertainment based on the response profile and the candidate location data,

the analyzer to analyze second neuro-response data from at least one of the first subject or a second subject exposed to a combination of the source material and the advertisement or entertainment inserted in the candidate location, the second neuro-response data gathered from the FEF region of at least one of the brain of the first subject or a brain of the second subject, and

the processor to determine an effectiveness of the advertisement or entertainment based on the second neuro-response data.

5. The system of claim 4, wherein the processor is to identify the candidate location based on a spatial characteristic of the source material.

6. The system of claim 4, wherein the processor is to identify a candidate location based on a temporal characteristic of the source material.

7. The system of claim 4, wherein the analyzer is to further generate the response profile based on survey response data collected from the first subject.

8. The system of claim 4, wherein the analyzer is to further generate the response profile based on third neuro-response data from the first subject, the third neuro-response data including at least one of pupillary response data, electrooculographic data, or galvanic skin response data.

9. The system of claim 4, wherein the processor is to:

identify a decrease in first activity in the first frequency band and the second frequency band at first time relative to second activity in the first frequency band and the second frequency band at a second time; and

identify the candidate location in the source material based on the first time.

10. The system of claim 4, wherein the candidate location is a first candidate location and the analyzer is to generate a second response profile for a third subject based on third neuro-response data from the third subject exposed to the source material, the processor to identify a second candidate location in the source material based on the second response profile, the first candidate location different from the second candidate location.

11. The system of claim 4, wherein the processor is to change the candidate location based on the first neuro-response data and third neuro-response data collected from the first subject at a time after the first neuro-response data.

12. A tangible machine readable storage device or storage disc comprising machine readable instructions which, when read, cause a machine to at least:

analyze first neuro-response data from a first subject exposed to source material, the first neuro-response data comprising first electroencephalographic data from a first frequency band and second electroencephalographic data from a second frequency band, the second frequency band being different than the first frequency band, the first neuro-response data gathered from a frontal eye field (FEF) region of a brain of the first subject;

determine an interaction between the first frequency band and the second frequency band based on the analysis, the interaction including a degree of coherence between a first change in amplitude of the first frequency band measured before saccade onset and a second change in amplitude of the second frequency band measured before saccade onset;

generate a response profile for the first subject based on the interaction;

link the response profile with candidate location data for the source material;

identify a candidate location in the source material for introduction of an advertisement or entertainment based on the response profile and the candidate location data;

analyze second neuro-response data from at least one of the first subject or a second subject exposed to a combination of the source material and the advertisement or entertainment inserted in the candidate location, the second neuro-response data gathered from the FEF region of at least one of the brain of the first subject or a brain of the second subject; and

determine an effectiveness of the advertisement or entertainment based on the second neuro-response data.

13. The tangible machine readable storage device or storage disc of claim 12, wherein the instructions, when executed, further cause the machine to identify the candidate location based on a spatial characteristic of the source material.

14. The tangible machine readable storage device or storage disc of claim 12, wherein the instructions, when executed, further cause the machine to the processor is to identify a candidate location based on a temporal characteristic of the source material.

15. The tangible machine readable storage device or storage disc of claim 12, wherein the instructions, when executed, further cause the machine to generate the response profile based on survey response data collected from the first subject.

16. The tangible machine readable storage device or storage disc of claim 12, wherein the instructions, when executed, further cause the machine to generate the response profile based on third neuro-response data from the first subject, the third neuro-response data including at least one of pupillary response data, electrooculographic data, or galvanic skin response data.

17. The tangible machine readable storage device or storage disc of claim 12, wherein the instructions, when executed, further cause the machine to:

identify a decrease in first activity in the first frequency band and the second frequency band at first time relative to second activity in the first frequency band and the second frequency band at a second time; and

identify the candidate location in the source material based on the first time.

18. The tangible machine readable storage device or storage disc of claim 12, wherein the candidate location is a first candidate location and wherein the instructions, when executed, further cause the machine to:

generate a second response profile for a third subject based on third neuro-response data from the third subject exposed to the source material; and

identify a second candidate location in the source material based on the second response profile, the first candidate location different from the second candidate location.

19. The tangible machine readable storage device or storage disc of claim 12, wherein the instructions, when executed, further cause the machine to change the candidate location based on the first neuro-response data and third neuro-response data collected from the first subject at a time after the first neuro-response data.