Analysis of marketing and entertainment effectiveness using central nervous system, autonomic nervous system, and effector data
First Claim
1. A system for transforming neuro-response data collected using a first modality of collection and a second modality of collection into a measure of effectiveness of an advertisement or entertainment, the system comprising:
- an analyzer to analyze first neuro-response data gathered via the first modality of collection from a subject while the subject is exposed to an advertisement or entertainment, the first neuro-response data including electroencephalographic data including a first frequency band and a second frequency band;
a processor to;
identify a degree of phase synchrony between a first pattern of oscillation in the first frequency band and a second pattern of oscillation in the second frequency band; and
synthesize the first neuro-response data with second neuro-response data gathered via the second modality of collection from the subject while the subject is exposed to the advertisement or entertainment, the processor to synthesize the first neuro-response data by;
recognizing a signature in the electroencephalographic data corresponding to an activity of the second neuro-response data; and
adjusting the degree of phase synchrony between the first pattern and the second pattern based on the signature; and
an estimator to determine an effectiveness of the advertisement or entertainment based on the adjusted degree of phase synchrony.
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Abstract
Example apparatus, systems, machine readable media, and methods are disclosed herein for transforming neuro-response data collected using a first modality and a second modality into a measure of effectiveness of an advertisement or entertainment. An example system includes an analyzer to analyze first neuro-response data gathered from a subject while exposed to an advertisement or entertainment using the first modality, the first neuro-response data including electroencephalographic data including a first frequency band and a second frequency band. The example system also includes a processor to identify a degree of phase synchrony between a first pattern of oscillation in the first frequency band and a second pattern of oscillation in the second frequency band. The processor also is to synthesize the first neuro-response data with second neuro-response data gathered from the subject while exposed to the advertisement or entertainment using the second modality by: recognizing a signature in the electroencephalographic data corresponding to an activity of the second neuro-response data; and adjusting the degree of phase synchrony based on the signature. The example system also includes an estimator to determine an effectiveness of the advertisement or entertainment based on the adjusted degree of phase synchrony.
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Citations
20 Claims
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1. A system for transforming neuro-response data collected using a first modality of collection and a second modality of collection into a measure of effectiveness of an advertisement or entertainment, the system comprising:
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an analyzer to analyze first neuro-response data gathered via the first modality of collection from a subject while the subject is exposed to an advertisement or entertainment, the first neuro-response data including electroencephalographic data including a first frequency band and a second frequency band; a processor to; identify a degree of phase synchrony between a first pattern of oscillation in the first frequency band and a second pattern of oscillation in the second frequency band; and synthesize the first neuro-response data with second neuro-response data gathered via the second modality of collection from the subject while the subject is exposed to the advertisement or entertainment, the processor to synthesize the first neuro-response data by; recognizing a signature in the electroencephalographic data corresponding to an activity of the second neuro-response data; and adjusting the degree of phase synchrony between the first pattern and the second pattern based on the signature; and an estimator to determine an effectiveness of the advertisement or entertainment based on the adjusted degree of phase synchrony. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9)
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10. A tangible machine readable storage device or storage disc comprising machine readable instructions thereon which, when read, cause a machine to at least:
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analyze first neuro-response data gathered via a first modality of collection from a subject while the subject is exposed to an advertisement or entertainment, the first neuro-response data including electroencephalographic data including a first frequency band and a second frequency band; identify a degree of phase synchrony between a first pattern of oscillation in the first frequency band and a second pattern of oscillation in the second frequency band; synthesize the first neuro-response data with second neuro-response data gathered via a second modality of collection from the subject while the subject is exposed to the advertisement or entertainment, the synthesis of the first and second neuro-response data including; recognizing a signature in the electroencephalographic data corresponding to an activity of the second neuro-response data; and adjusting the degree of phase synchrony between the first pattern and the second pattern based on the signature; and determine an effectiveness of the advertisement or entertainment based on the adjusted degree of phase synchrony. - View Dependent Claims (11, 12, 13, 14, 15)
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16. A method for transforming neuro-response data collected using a first modality of collection and a second modality of collection into a measure of effectiveness of an advertisement or entertainment, the method comprising:
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analyzing, by executing an instruction with a processor, first neuro-response data gathered via the first modality of collection from a subject while the subject is exposed to an advertisement or entertainment, the first neuro-response data including electroencephalographic data including a first frequency band and a second frequency band; identifying, by executing an instruction with the processor, a degree of phase synchrony between a first pattern of oscillation in the first frequency band and a second pattern of oscillation in the second frequency band; synthesizing, by executing an instruction with the processor, the first neuro-response data with second neuro-response data gathered via the second modality of collection from the subject while the subject is exposed to the advertisement or entertainment, the synthesizing including; recognizing a signature in the electroencephalographic data corresponding to an activity of the second neuro-response data; and adjusting the degree of phase synchrony between the first pattern and the second pattern based on the signature; and determining an effectiveness of the advertisement or entertainment based on the adjusted degree of phase synchrony. - View Dependent Claims (17, 18, 19, 20)
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Specification