Method And System For Creating An Aggregated View Of User Response Over Time-Variant Media Using Physiological Data

• US 20080295126A1
• Filed: 07/18/2007
• Published: 11/27/2008
• Est. Priority Date: 03/06/2007
• Status: Abandoned Application

• Current Assignee: Nielsen Consumer LLC (Nielsen Holdings plc)
• Original Assignee: Nielsen Consumer LLC (Nielsen Holdings plc)
• Inventors: Lee, Hans C., Hong, Timmie T., Williams, William H., Fettiplace, Michael R.
• Application Number:
  US11/779,814
• Publication Number:
  US 20080295126A1
• Time in Patent Office: Days
• US Class Current: 725/10
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: H04H 60/33 Arrangements for monitoring the users' behaviour or opinions
• CPC Class Codes: H04N 21/252 Processing of multiple end-users' preferences to derive collaborative data
• CPC Class Codes: H04N 21/42201 biosensors, e.g. heat sensor for presence detection, EEG sensors or any limb activity sensors worn by the user input arrangements for interaction with the human body based on nervous system activity detection G06F3/015
• CPC Class Codes: H04N 7/173 with two-way working, e.g. subscriber sending a programme selection signal

Abstract

A novel approach enables comparing and aggregating physiological responses from viewers to a time-variant media. This approach defines key events in the media, measures physiological response to and timing of each of the key events for each viewer of the media, aggregates such response for each key event, reconnects these events in the order they occur, and creates a “profile” of the piece of media. This profile can then be used to accurately gauge the responses from the viewers as when the viewers are engaged in the media and when they are not engaged. Subsequently, such profile can be used to define what needs to be changed in the media to generate the desired responses from the viewers.

Claims

1. A system to support aggregating physiological responses to a media, comprising:

a defining module operable to;

define a plurality of events that a plurality of viewers interact with in the media; and

calculate duration of each of the plurality of viewers spent on each of the plurality of events;

one or more sensors operable to receive and/or measure physiological data from each of the plurality of viewers watching each of the plurality of events; and

a profiling module operable to;

derive a physiological response to each of the plurality of events from the physiological data of each of the plurality of viewers;

aggregate the responses to each of the plurality of events across the plurality of viewers;

connect the plurality of events in order by the plurality of viewers; and

create a profile based on the aggregated responses to the plurality of ordered events.

2. The system of claim 1, wherein:

the one or more sensors is further operable to record the physiological data measured from each of the plurality of viewers watching the media.

3. The system of claim 1, wherein:

the media is a time-variant media interactive by nature.

4. The system of claim 1, wherein:

the media is one of;

a video game, an advertisement clip, an interactive movie, an interactive video, a computer application, a printed media, a website, an online advertisement, a recorded video, a live performance of media, and other next generation media.

5. The system of claim 1, wherein:

the duration of each of the plurality of viewers spent on each of the plurality of events is constant, non-linear, or semi-linear in time.

6. The system of claim 1, wherein:

the durations of two of the plurality of viewers spent on one of the plurality of events are different.

7. The system of claim 1, wherein:

each of the one or more sensors is one of;

an electroencephalogram, an accelerometer, a blood oxygen sensor, a galvanometer, an electromygraph, skin temperature, breathing, and any other physiological sensor.

8. The system of claim 1, wherein:

the one or more sensors include an integrated sensor headset comprising one or more of;

one or more axis accelerometers;

one or more EEG electrodes;

one or more heart rate sensors; and

a processing unit.

9. The system of claim 1, wherein:

the physiological data is one or more of;

heart rate, brain waves, EEG signals, blink rate, breathing, motion, muscle movement, galvanic skin response and any other response correlated with changes in emotion.

10. The system of claim 1, wherein:

the physiological response is one of;

amount of thoughts of, positive/negative response to, emotional engagement in, immersion in experience of, physical engagement in interacting with, anger, distraction, frustration and other emotional experiences to each of the plurality of events in the media.

11. The system of claim 1, wherein:

the profile is utilized to accurately determine when and/or to which of the plurality of events the plurality of viewers are engaged and when and/or to what they are not engaged.

12. The system of claim 1, wherein:

the profile is utilized to define which of the plurality of events need to be changed to generate the responses desired from the plurality of viewers.

13. The system of claim 1, wherein:

the defining module is further operable to identify location of the media each of the plurality of viewers is interacting with.

14. The system of claim 1, wherein:

the defining module is further operable to define the plurality of events either through an automated recording process.

15. The system of claim 1, wherein:

the defining module is further operable to define the plurality of events based on the type of the media.

16. The system of claim 1, wherein:

the profiling module is further operable to aggregate the responses to each of the plurality of events by averaging intensity of the responses and time at which such responses happen for the plurality of viewers.

17. The system of claim 1, wherein:

the profiling module is further operable to order the plurality of events in time or location in the media.

18. A system to support comparing physiological responses to a media, comprising:

a defining module operable to;

define a plurality of events that a plurality of viewers interact with in the media; and

calculate duration of each of the plurality of viewers spent on each of the plurality of events;

one or more sensors operable to receive and/or measure physiological data from each of the plurality of viewers watching each of the plurality of events; and

a profiling module operable to;

derive a physiological response to each of the plurality of events from the physiological data of each of the plurality of viewers; and

aggregate the responses to each of the plurality of events across the plurality of viewers; and

a rating module operable to compare objectively the responses to two or more of the plurality of events across the plurality of viewers.

19. The system of claim 18, wherein:

the rating module is further operable to compare the responses to two or more of the plurality of events via measuring one or more of coherence of the responses, the aggregate or average amplitude of the responses, and change in the amplitude of the responses.

20. The system of claim 18, wherein:

the rating module is further operable to rate and/or improve the media based on the responses to the plurality of events in the media with a score.

21. The system of claim 20, wherein:

the rating module is further operable to pinpoint one or more events in the media that cause the score.

22. The system of claim 20, wherein:

the rating module is further operable to rate the media with a non-linear weighting.

23. A system to support comparing physiological responses to a media, comprising:

a defining module operable to;

define a plurality of events that a plurality of viewers interact with in the media; and

calculate duration of each of the plurality of viewers spent on each of the plurality of events;

one or more sensors operable to receive and/or measure physiological data from each of the plurality of viewers watching each of the plurality of events; and

a profiling module operable to;

derive a physiological response to each of the plurality of events from the physiological data of each of the plurality of viewers;

aggregate the responses to each of the plurality of events across the plurality of viewers; and

connect the plurality of events in order; and

a rating module operable to calculate coherence of the responses from the plurality of viewers to the plurality of ordered event.

24. A method to support aggregating physiological responses to a media, comprising:

defining a plurality of events that a plurality of viewers interact with in the media;

calculating duration of each of the plurality of viewers spent on each of the plurality of events;

receiving and/or measuring physiological data from each of the plurality of viewers watching each of the plurality of events;

deriving a physiological response from the physiological data for each of the plurality of viewers;

aggregating the responses to each of the plurality of events across the plurality of viewers;

connecting the plurality of events in order; and

creating a profile based on the aggregated responses to the plurality of ordered events.

25. The method of claim 24, further comprising:

recording the physiological data measured from each of the plurality of viewers watching the media.

26. The method of claim 24, further comprising:

aggregating the responses to each of the plurality of events by averaging intensity of the responses and time at which such responses happen for the plurality of viewers.

27. The method of claim 24, further comprising:

identifying location of the media each of the plurality of viewers is interacting with.

28. The method of claim 24, further comprising:

defining the plurality of events either through an automated recording process.

29. The method of claim 24, further comprising:

defining the plurality of events based on the type of the media.

30. The method of claim 24, further comprising:

determining accurately when and/or to which of the plurality of events the plurality of viewers are engaged and when and/or to what they are not engaged.

31. The method of claim 24, further comprising:

defining which of the plurality of events need to be changed to generate the responses desired from the plurality of viewers.

32. The method of claim 24, further comprising:

ordering the plurality of events in time or their location in the media.

33. A method to support comparing physiological responses to a media, comprising:

defining a plurality of events that a plurality of viewers interact with in the media;

calculating duration of each of the plurality of viewers spent on each of the plurality of events;

receiving and/or measuring physiological data from each of the plurality of viewers watching each of the plurality of events;

deriving a physiological response from the physiological data for each of the plurality of viewers;

aggregating the responses to each of the plurality of events across the plurality of viewers; and

comparing objectively the responses to two or more of the plurality of events across the plurality of viewers.

34. The method of claim 33, further comprising:

comparing the responses to two or more of the plurality of events via measuring one or more of;

coherence of the responses, the aggregate or average amplitude of the responses, and change in the amplitude of the responses.

35. The method of claim 33, further comprising:

rating the media based on the responses to the plurality of events in the media with a score.

36. The method of claim 35, further comprising:

pinpointing one or more events in the media that cause the score.

37. The method of claim 35, further comprising:

rating the media with a non-linear weighting.

38. A method to support comparing physiological responses to a media, comprising:

defining a plurality of events that a plurality of viewers interact with in the media;

calculating duration of each of the plurality of viewers spent on each of the plurality of events;

receiving and/or measuring physiological data from each of the plurality of viewers watching each of the plurality of events;

deriving a physiological response from the physiological data for each of the plurality of viewers;

aggregating the responses to each of the plurality of events across the plurality of viewers;

connecting the plurality of events in order; and

calculating coherence of the responses from the plurality of viewers to the plurality of ordered event.

39. A machine readable medium having instructions stored thereon that when executed cause a system to:

define a plurality of events that a plurality of viewers interact with in the media;

calculate duration of each of the plurality of viewers spent on each of the plurality of events;

receive and/or measure physiological data from each of the plurality of viewers watching each of the plurality of events;

derive a physiological response from the physiological data for each of the plurality of viewers;

aggregate the responses to each of the plurality of events across the plurality of viewers;

connect the plurality of events in order; and

create a profile based on the aggregated responses to the plurality of ordered events.

40. A system to support comparing physiological responses to a media, comprising:

means for defining a plurality of events that a plurality of viewers interact with in the media;

means for calculating duration of each of the plurality of viewers spent on each of the plurality of events;

means for receiving and/or measuring physiological data from each of the plurality of viewers watching each of the plurality of events;

means for deriving a physiological response from the physiological data for each of the plurality of viewers;

means for aggregating the responses to each of the plurality of events across the plurality of viewers; and

means for comparing objectively the responses to two or more of the plurality of events across the plurality of viewers.