Neuro-physiology and neuro-behavioral based stimulus targeting system

• US 10,580,031 B2
• Filed: 05/25/2018
• Issued: 03/03/2020
• Est. Priority Date: 05/16/2007
• 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:
  US15/989,987
• Publication Number:
  US 20190005532A1
• Time in Patent Office: 648 Days
• Field of Search: None
• CPC Class Codes: A61B 5/0533 Measuring galvanic skin response
• CPC Class Codes: A61B 5/1176 Recognition of faces
• 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 5/318 Heart-related electrical modalities, e.g. electrocardiography [ECG]
• CPC Class Codes: A61B 5/369 Electroencephalography [EEG] devices for psychotechnics A61B5/16
• CPC Class Codes: A61B 5/384 Recording apparatus or displays specially adapted therefor
• CPC Class Codes: A61B 5/398 Electrooculography [EOG], e.g. detecting nystagmus; Electroretinography [ERG]
• CPC Class Codes: A61B 5/4017 Evaluating sense of taste
• CPC Class Codes: A61B 5/4035 Evaluating the autonomic nervous system
• CPC Class Codes: G06Q 10/0637 Strategic management or analysis, e.g. setting a goal or target of an organisation; Planning actions based on goals; Analysis or evaluation of effectiveness of goals
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0271 Personalized advertisement
• CPC Class Codes: G16H 10/20 for electronic clinical trials or questionnaires

Abstract

An example system includes a processor to determine a first distance between a first peak in a first frequency band of neuro-response data gathered from a subject while exposed to media and a second peak in the first frequency band; determine a second distance between a third peak in the first frequency band and either the second peak in the first frequency band or a fourth peak in the first frequency band; determine a first difference between the first distance and the second distance; generate a first response profile for the subject based on the first difference; and integrate the first response profile with a second response profile associated with a second subject to form an integrated response profile. A selector is to select an advertisement or entertainment for presentation based on the integrated response profile. The processor is to modify the media to present the advertisement or entertainment.

Claims

1. A system for transforming a media presentation based on neuro-response data, the system comprising:

a processor to;

determine a first distance between (1) a first peak in a first frequency band of first neuro-response data gathered from a first subject while exposed to media and (2) a second peak in the first frequency band;

determine a second distance between (1) a third peak in the first frequency band and either (2) the second peak in the first frequency band or (3) a fourth peak in the first frequency band;

determine a first difference between the first distance and the second distance;

generate a first response profile for the first subject to the media based on the first difference; and

integrate the first response profile with a second response profile associated with a second subject exposed to the media to form an integrated response profile for the media; and

a selector to select a first advertisement or entertainment for presentation based on the integrated response profile, the processor to modify the media to present the first advertisement or entertainment.

2. The system of claim 1, wherein the first response profile and the second response profile share a characteristic.

3. The system of claim 2, wherein the characteristic is indicative of a response of the first subject to the media and a response of the second subject to the media.

4. The system of claim 1, wherein the first subject and the second subject share a demographic attribute.

5. The system of claim 1, wherein the first difference indicates a level of engagement.

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

analyze second neuro-response data gathered from the first subject while exposed to the first advertisement or entertainment;

update the first response profile based on the analysis of the second neuro-response data; and

update the integrated response profile based on the updated first response profile to form an updated integrated response profile.

7. The system of claim 6, wherein the processor is to select a second advertisement based on the integrated response profile or the updated integrated response profile.

8. The system of claim 1, wherein the processor is to:

analyze second neuro-response data gathered from the first subject while exposed to a second advertisement or entertainment;

update the first response profile based on the analysis of the second neuro-response data; and

update the integrated response profile based on the updated first response profile to form an updated integrated response profile.

9. The system of claim 1, wherein the processor is to aggregate the first response profile, the second response profile, and advertisement or entertainment selections including the first advertisement or entertainment over time to form the integrated response profile.

10. The system of claim 1, wherein the processor is to determine a duration of exposure to the first advertisement or entertainment based on the first difference.

11. The system of claim 1, wherein the processor is to determine a number of exposures to the first advertisement or entertainment based on the first difference.

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

determine a first distance between (1) a first peak in a first frequency band of first neuro-response data gathered from a first subject while exposed to media and (2) a second peak in the first frequency band;

determine a second distance between (1) a third peak in the first frequency band and either (2) the second peak in the first frequency band or (3) a fourth peak in the first frequency band;

determine a first difference between the first distance and the second distance;

generate a first response profile for the first subject to the media based on the first difference;

integrate the first response profile with a second response profile associated with a second subject exposed to the media to form an integrated response profile for the media;

select a first advertisement or entertainment for presentation based on the integrated response profile; and

modify the media to present the first advertisement or entertainment.

13. The storage device or storage disk of claim 12, wherein the first response profile and the second response profile share a characteristic indicative of a response of the first subject to the media and the second subject to the media.

14. The storage device or storage disk of claim 12, wherein the first difference indicates a level of engagement.

15. The storage device or storage disk of claim 12, wherein the instructions, when executed, further cause the machine to:

analyze second neuro-response data gathered from the first subject while exposed to the first advertisement or entertainment;

update the first response profile based on the analysis of the second neuro-response data; and

update the integrated response profile based on the updated first response profile.

16. The storage device or storage disk of claim 12, wherein the instructions, when executed, further cause the machine to:

analyze second neuro-response data gathered from the first subject while exposed to a second advertisement or entertainment;

update the first response profile based on the analysis of the second neuro-response data; and

update the integrated response profile based on the updated first response profile.

17. The storage device or storage disk of claim 12, wherein the instructions, when executed, further cause the machine to aggregate the first response profile, the second response profile, and advertisement or entertainment selections including the first advertisement or entertainment over time to form the integrated response profile.

18. The storage device or storage disk of claim 12, wherein the instructions, when executed, further cause the machine to determine a duration of exposure to the first advertisement or entertainment based on the first difference.

19. The storage device or storage disk of claim 12, wherein the instructions, when executed, further cause the machine to determine a number of exposures to the first advertisement or entertainment based on the first difference.

20. A method for transforming a media presentation based on neuro-response data, the method comprising:

determining, by executing an instruction with a processor, a first distance between (1) a first peak in a first frequency band of first neuro-response data gathered from a first subject while exposed to media and (2) a second peak in the first frequency band;

determining, by executing an instruction with the processor, a second distance between (1) a third peak in the first frequency band and either (2) the second peak in the first frequency band or (3) a fourth peak in the first frequency band;

determining, by executing an instruction with the processor, a first difference between the first distance and the second distance;

generating, by executing an instruction with the processor, a first response profile for the first subject to the media based on the first difference;

integrating, by executing an instruction with the processor, the first response profile with a second response profile associated with a second subject exposed to the media to form an integrated response profile for the media;

selecting, by executing an instruction with the processor, a first advertisement or entertainment for presentation based on the integrated response profile; and

modifying, by executing an instruction with the processor, the media to present the first advertisement or entertainment.