Neuro-response stimulus and stimulus attribute resonance estimator

• US 10,733,625 B2
• Filed: 11/07/2018
• Issued: 08/04/2020
• Est. Priority Date: 07/30/2007
• 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:
  US16/183,131
• Publication Number:
  US 20190139078A1
• Time in Patent Office: 636 Days
• Field of Search: None
• CPC Class Codes: A61B 5/0533 Measuring galvanic skin response
• 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 5/377 using evoked responses
• 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: A61B 5/7207 of noise induced by motion artifacts
• CPC Class Codes: A61B 5/7278 Artificial waveform generation or derivation, e.g. synthesising signals from measured signals A61B5/327 takes precedence
• CPC Class Codes: G06Q 30/00 Commerce
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements

Abstract

Example methods, systems, and machine readable media are disclosed herein for determining a subject resonance measurement. An example method includes accessing first neuro-response data obtained from a subject prior to exposure to an advertisement or entertainment and second neuro-response data obtained from the subject after exposure to the advertisement or the entertainment, respectively. The example method includes calculating, using a processor, a first event related potential measurement and a second event related potential measurement based on the first neuro-response data and the second neuro-response data. The example method includes calculating, using the processor, a differential event related potential measurement based on the first event related potential measurement and the second event related potential measurement. In addition, the example method includes determining a subject resonance measurement to the advertisement or the entertainment based on the differential event related potential measurement.

Claims

1. A system comprising:

an analyzer to;

recognize a first signature in first neuro-response data collected from a subject exposed to a first stimulus prior to exposure to an advertisement or entertainment, the first signature corresponding to an activity of the first neuro-response data in response to the first stimulus at a first time;

recognize a second signature in second neuro-response data collected from the subject after re-exposure to the first stimulus, the re-exposure occurring after exposure to the advertisement or entertainment, the second signature corresponding to an activity of the second neuro-response data in response to the first stimulus at a second time;

calculate a first event related potential measurement based on the activity corresponding to the first signature;

calculate a second event related potential measurement based on the activity corresponding to the second signature; and

calculate a differential event related potential measurement based on the first event related potential measurement and the second event related potential measurement; and

a resonance estimator to;

determine a subject resonance measurement to the advertisement or the entertainment based on the differential event related potential measurement;

correlate the subject resonance measurement with a first attribute of the advertisement or the entertainment; and

modify the advertisement or entertainment to include a second attribute based on the subject resonance measurement to generate a modified advertisement or entertainment for presentation to a person.

2. The system of claim 1, wherein the differential event related potential measurement is a first differential event related potential measurement and the analyzer is to calculate a target event related potential measurement based on target neuro-response data and a distracter event related potential measurement based on distracter neuro-response data to determine a second differential event related potential measurement and the resonance estimator is to further determine the subject resonance measurement to the advertisement or the entertainment based on the second differential event related potential measurement.

3. The system of claim 2, wherein the target neuro-response data is representative of exposure of the subject to the advertisement or the entertainment and the distracter neuro-response data is representative of exposure to material other than the advertisement or the entertainment.

4. The system of claim 1, wherein resonance estimator is to determine the subject resonance measurement for the first attribute of the advertisement or the entertainment.

5. The system of claim 1, where the analyzer is to determine interaction data indicative of an interaction between a first frequency band of brain activity of the subject and a second frequency band of the brain activity, the second frequency band being different from the first frequency band, and the resonance estimator is to further determine the subject resonance measurement to the advertisement or the entertainment based on the interaction data.

6. The system of claim 5, wherein the first frequency band includes a first range of frequencies gathered from a first region of the brain and the second frequency band includes the first range of frequencies gathered from a second region of the brain.

7. The system of claim 1, wherein the first neuro-response data is indicative of a baseline response to the first stimulus.

8. The system of claim 7, wherein the resonance estimator is to determine a change in a response of the subject to the first stimulus after exposure to the advertisement or the entertainment relative to the baseline response based on the differential event related potential measurement.

9. The system of claim 1, wherein the first attribute or the second attribute include at least one of a communication, a concept, an experience, a message, an image, an audio component, a price, or a packaging.

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

recognize a first signature in first neuro-response data collected from a subject exposed to a first stimulus prior to exposure to an advertisement or entertainment, the first signature corresponding to an activity of the first neuro-response data in response to the first stimulus at a first time;

recognize a second signature in second neuro-response data collected from the subject after re-exposure to the first stimulus, the re-exposure occurring after exposure to the advertisement or entertainment, the second signature corresponding to an activity of the second neuro-response data in response to the first stimulus at a second time;

calculate a first event related potential measurement based on the activity corresponding to the first signature;

calculate a second event related potential measurement based on the activity corresponding to the second signature;

calculate a differential event related potential measurement based on the first event related potential measurement and the second event related potential measurement;

determine a subject resonance measurement to the advertisement or the entertainment based on the differential event related potential measurement;

correlate the subject resonance measurement with a first attribute of the advertisement or the entertainment; and

modify the advertisement or entertainment to include a second attribute based on the subject resonance measurement to generate a modified advertisement or entertainment for presentation to a person.

11. The storage device or storage disc of claim 10, wherein the differential event related potential measurement is a first differential event related potential measurement and the instructions, when executed, further cause the machine to:

calculate a target event related potential measurement based on target neuro-response data and a distracter event related potential measurement based on distracter neuro-response data;

determine a second differential event related potential measurement; and

determine the subject resonance measurement to the advertisement or the entertainment based on the second differential event related potential measurement.

12. The storage device or storage disc of claim 11, wherein the target neuro-response data is representative of exposure of the subject to the advertisement or the entertainment and the distracter neuro-response data is representative of exposure to material other than the advertisement or the entertainment.

13. The storage device or storage disc of claim 10, wherein the instructions, when executed, further cause the machine to determine the subject resonance measurement for the first attribute of the advertisement or the entertainment.

14. The storage device or storage disc of claim 10, where the instructions, when executed, further cause the machine to:

determine interaction data indicative of an interaction between a first frequency band of brain activity of the subject and a second frequency band of the brain activity, the second frequency band being different from the first frequency band; and

determine the subject resonance measurement to the advertisement or the entertainment based on the interaction data.

15. The storage device or storage disc of claim 14, wherein the first frequency band includes a first range of frequencies gathered from a first region of the brain and the second frequency band includes the first range of frequencies gathered from a second region of the brain.

16. The storage device or storage disc of claim 10, wherein the first neuro-response data is indicative of a baseline response to the first stimulus.

17. The storage device or storage disc of claim 16, wherein the instructions, when executed, further cause the machine to determine a change in a response of the subject to the first stimulus after exposure to the advertisement or the entertainment relative to the baseline response based on the differential event related potential measurement.

18. A system, comprising:

a data analyzer to;

calculate a first event related potential measurement based on first neuro-response data collected from a subject exposed to a first stimulus prior to exposure to an advertisement or entertainment and a second event related potential measurement based on second neuro-response data collected from the subject after re-exposure to the first stimulus, the re-exposure occurring after exposure to the advertisement or the entertainment, the first event related potential measurement representative of a first response of a brain of the subject to the first stimulus and the second event related potential measurement representative of a second response of the brain of the subject to the first stimulus; and

calculate a first differential event related potential measurement based on the first event related potential measurement and the second event related potential measurement; and

a resonance estimator to;

determine a subject resonance measurement to the advertisement or the entertainment based on the first differential event related potential measurement;

associate the subject resonance measurement with a first attribute of the advertisement or the entertainment; and

modify the advertisement or the entertainment to include a second attribute based on the subject resonance measurement for the first attribute.

19. The system of claim 18, wherein the resonance estimator is to further determine the subject resonance measurement for the first attribute of the advertisement or the entertainment based on the first differential event related potential measurement.