Short imagery task (SIT) research method

• US 10,248,195 B2
• Filed: 08/16/2016
• Issued: 04/02/2019
• Est. Priority Date: 04/19/2010
• Status: Active Grant

• Current Assignee: Nielsen Consumer LLC (Nielsen Holdings plc)
• Original Assignee: The Nielsen Company LLC (MOOD Media Corporation)
• Inventors: Siefert, Caleb J.
• Primary Examiner(s): Egloff, Peter
• Application Number:
  US15/238,333
• Publication Number:
  US 20160357256A1
• Time in Patent Office: 959 Days
• CPC Class Codes: A61B 3/112 for measuring diameter of pupils
• CPC Class Codes: A61B 5/0205 Simultaneously evaluating both cardiovascular conditions and different types of body conditions, e.g. heart and respiratory condition
• CPC Class Codes: A61B 5/024 Detecting, measuring or recording pulse rate or heart rate A61B5/0205, A61B5/021 take precedence
• CPC Class Codes: A61B 5/0531 Measuring skin impedance
• CPC Class Codes: A61B 5/0816 Measuring devices for examining respiratory frequency measuring frequency of electric signals G01R23/00
• CPC Class Codes: A61B 5/162 Testing reaction times
• CPC Class Codes: A61B 5/165 Evaluating the state of mind, e.g. depression, anxiety
• CPC Class Codes: G06F 3/013 Eye tracking input arrangements G06F3/015 takes precedence
• CPC Class Codes: G06V 40/70 Multimodal biometrics, e.g. combining information from different biometric modalities
• CPC Class Codes: G09B 5/065 Combinations of audio and video presentations, e.g. videotapes, videodiscs, television systems
• CPC Class Codes: G09B 5/10 all student stations being capable of presenting the same information simultaneously G09B5/14 takes precedence
• CPC Class Codes: G09B 7/073 all student stations being capable of presenting the same questions simultaneously
• CPC Class Codes: G16H 10/20 for electronic clinical trials or questionnaires

Abstract

The present disclosure relates to biologically and behaviorally based methods of measuring audience response to a short stimulus.

Claims

1. A system comprising:

a first sensor to measure first biometric data from a first subject exposed to a first stimulus via a stimulus presentation device;

a second sensor to measure second biometric data from a second subject exposed to the first stimulus, the first subject and the second subject forming an audience;

a memory including machine executable instructions; and

at least one processor to execute the instructions to;

control the stimulus presentation device to present the first stimulus based on activation of the first sensor;

synchronize the first biometric data and the second biometric data, the first biometric data and the second biometric data time-stamped with respective time indicators indicative of a window of exposure of the first subject and the second subject to the first stimulus;

generate a synchrony score for the first stimulus based on the synchronization;

determine a first response score for the first subject based on the time-stamped first biometric data;

determine a second response score for the second subject based on the time-stamped second biometric data;

reconcile differences in frequencies between the first sensor and the second sensor by determining a combined response score for the window based on the first response score and the second response score;

calculate an engagement score for the first stimulus based on the synchrony score and the combined response score;

estimate an effectiveness of the first stimulus based on the engagement score; and

cause at least one of (1) at least a portion of the first stimulus or (2) a second stimulus to be presented based on the estimate.

2. The system of claim 1, wherein the at least one processor includes a first processor and a second processor, the first processor to transmit the engagement score to the second processor.

3. The system of claim 1, wherein the first response score is a first intensity response measure for the first subject to the first stimulus and the second response score is a second response intensity measure for the second subject to the first stimulus and wherein the at least one processor is to:

determine the combined response score based at least one of a mean, a median, or a mode of the first response intensity measure and the second response intensity measure; and

calculate the engagement score by one of (1) aggregating the combined response score and the synchrony score, or (2) multiplying the combined response score by the synchrony score.

4. The system of claim 3, wherein the at least one processor is to assign a first weight to the combined response score and a second weight to the synchrony score.

5. The system of claim 1, wherein the at least one processor is to:

event-stamp the first biometric data and the second biometric data with respective event indicators indicative of exposure of the first subject and the second subject to an event in the first stimulus; and

synchronize the first biometric data and the second biometric data based on the event indicators.

6. The system of claim 1, wherein the engagement score includes a first engagement score for the audience at a first time and a second engagement score for the audience at a second time and the at least one processor is to:

identity a first engagement pattern based on the first engagement score and the second engagement score;

perform a comparison of the first engagement pattern to a second engagement pattern, the second engagement pattern associated with a third stimulus; and

estimate the effectiveness of the first stimulus based on the comparison.

7. The system of claim 1, wherein the first biometric data includes an action of a subject with a control device while exposed to the first stimulus.

8. A method comprising:

controlling, by executing an instruction with a processor, a stimulus presentation device to present a first stimulus based on activation of a first sensor;

measuring, via the first sensor and a second sensor, respectively, first biometric data from a first subject exposed to the first stimulus and second biometric data from a second subject exposed to the first stimulus, the first subject and the second subject forming an audience;

synchronizing, by executing an instruction with the processor, the first biometric data and the second biometric data, the first biometric data and the second biometric data time-stamped with respective time indicators indicative of a window of exposure of the first subject and the second subject to the first stimulus;

generating, by executing an instruction with the processor, a synchrony score for the first stimulus based on the synchronization;

determining, by executing an instruction with the processor, a first response score for the first subject based on the time-stamped first biometric data;

determining, by executing an instruction with the processor, a second response score for the second subject based on the time-stamped second biometric data;

reconciling, by executing an instruction with the processor, differences in frequencies between the respective sensors by determining a combined response score for the window based on the first response score and the second response score;

calculating, by executing an instruction with the processor, an engagement score for the first stimulus based on the synchrony score and the combined response score;

estimating, by executing an instruction with the processor, an effectiveness of the first stimulus based on the engagement score; and

causing, by executing an instruction with the processor, at least one of (1) at least a portion of the first stimulus or (2) a second stimulus to be presented based on the estimate.

9. The method of claim 8, wherein the processor includes a first processor and a second processor, and further including transmitting the engagement score to the second processor via the first processor.

10. The method of claim 8, wherein the first response score is a first intensity response measure for the first subject to the first stimulus and the second response score is a second response intensity measure for the second subject to the first stimulus and further including:

determining the combined response score based at least one of a mean, a median, or a mode of the first response intensity measure and the second response intensity measure; and

calculating the engagement score by one of (1) aggregating the combined response score and the synchrony score, or (2) multiplying the combined response score by the synchrony score.

11. The method of claim 10, further including assigning a first weight to the combined response score and a second weight to the synchrony score.

12. The method of claim 8, further including:

event-stamping the first biometric data and the second biometric data with respective event indicators indicative of exposure of the first subject and the second subject to an event in the first stimulus; and

synchronizing the first biometric data and the second biometric data based on the event indicators.

13. The method of claim 8, wherein the engagement score includes a first engagement score for the audience at a first time and a second engagement score for the audience at a second time and further including:

identifying a first engagement pattern based on the first engagement score and the second engagement score;

performing a comparison of the first engagement pattern to a second engagement pattern, the second engagement pattern associated with a third stimulus; and

estimating the effectiveness of the first stimulus based on the comparison.

14. The method of claim 8, wherein the first biometric data includes an action of a subject with a control device while exposed to the first stimulus.

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

control a stimulus presentation device to present a first stimulus based on activation of a first sensor;

measure, via the first sensor and a second sensor, respectively, first biometric data from a first subject exposed to a first stimulus and second biometric data from a second subject exposed to the first stimulus, the first subject and the second subject forming an audience;

synchronize the first biometric data and the second biometric data, the first biometric data and the second biometric data time-stamped with respective time indicators indicative of a window of exposure of the first subject and the second subject to the first stimulus;

generate a synchrony score for the first stimulus based on the synchronization;

determine a first response score for the first subject based on the time-stamped first biometric data;

determine a second response score for the second subject based on the time-stamped second biometric data;

reconcile differences in frequencies between the respective sensors by determining a combined response score for the window based on the first response score and the second response score;

calculate an engagement score for the first stimulus based on the synchrony score and the combined response score;

estimate an effectiveness of the first stimulus based on the engagement score; and

cause at least one of (1) at least a portion of the first stimulus or (2) a second stimulus to be presented based on the estimate.

16. The storage device or storage disc of claim 15, wherein the first response score is a first intensity response measure for the first subject to the first stimulus and the second response score is a second response intensity measure for the first subject to the second stimulus and wherein the instructions cause the first processor to:

determine the combined response score based at least one of a mean, a median, or a mode of the first response intensity measure and the second response intensity measure; and

calculate the engagement score by one of (1) aggregating the combined response score and the synchrony score, or (2) multiplying the combined response score by the synchrony score.

17. The storage device or storage disc of claim 16, wherein the instructions cause the first processor to assign a first weight to the combined response score and a second weight to the synchrony score.

18. The storage device or storage disc of claim 17, wherein the instructions cause the first processor to assign the first weight and the second weight based on a content of the first stimulus.

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

event-stamp the first biometric data and the second biometric data with respective event indicators indicative of exposure of the first subject and the second subject to an event in the first stimulus; and

synchronize the first biometric data and the second biometric data based on the event indicators.

20. The storage device or storage disc of claim 15, wherein the engagement score includes a first engagement score for the audience at a first time and a second engagement score for the audience at a second time and wherein the instructions cause the first processor to:

identify a first engagement pattern based on the first engagement score and the second engagement score;

perform a comparison of the first engagement pattern to a second engagement pattern, the second engagement pattern associated with a third stimulus; and

estimate the effectiveness of the first stimulus based on the comparison.