CROSS-MODALITY SYNTHESIS OF CENTRAL NERVOUS SYSTEM, AUTONOMIC NERVOUS SYSTEM, AND EFFECTOR DATA

• US 20090024049A1
• Filed: 03/26/2008
• Published: 01/22/2009
• Est. Priority Date: 03/29/2007
• Status: Abandoned Application

• Current Assignee: Nielsen Company (US) LLC (RR Donnelley & Sons Company)
• Original Assignee: NeuroFocus Inc. (Nielsen Holdings plc)
• Inventors: Pradeep, Anantha, Knight, Robert T., Gurumoorthy, Ramachandran
• Application Number:
  US12/056,225
• Publication Number:
  US 20090024049A1
• Time in Patent Office: Days
• US Class Current: 600/544
• CPC Class Codes: G06Q 30/00 Commerce
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements

Abstract

An cross-modality response synthesizer analyzes and enhances central nervous system, autonomic nervous system, and effector data to a evaluate subject response to stimuli. A data collection mechanism obtains response data from a subject exposed to stimuli, such as marketing and entertainment stimuli. The cross-modality response synthesizer aligns and combines response data from multiple modalities to provide more accurate determinations of the effectiveness of stimuli. For example, facial emotion encoding measures are aligned and combined with electroencephalography (EEG) to enhance the valence of an EEG emotional engagement measure.

Claims

1. A system, comprising:

a data collection mechanism including a plurality of modalities operable to obtain response data from a subject exposed to stimuli, the response data including central nervous system, autonomic nervous system, and effector data;

a cross-modality response synthesizer operable to analyze response data from the plurality of modalities to evaluate effectiveness of stimuli, wherein response data from a first modality is aligned and combined with response data from a second modality.

2. The system of claim 1, wherein aligning response data from a first data with response data from a second modality comprises time and phase shifting.

3. The system of claim 2, wherein alignment is made on an individual or group basis.

4. The system of claim 1, wherein facial emotion encoding measures are aligned and combined with electroencephalography (EEG) to enhance the valence of the EEG emotional engagement measure.

5. The system of claim 1, wherein electrooculography (EOG) and eye tracking saccadic measures of object entities are aligned and combined with electroencephalography to determine attention, emotional engagement, and memory retention.

6. The system of claim 1, wherein Galvanic Skin Response (GSR) measures are aligned and combined with electroencephalography (EEG) to enhance estimates of effectiveness.

7. The system of claim 1, wherein the data collection mechanism comprises electroencephalography (EEG) and electrooculography (EOG)

8. The system of claim 7, wherein combined time-frequency responses of ongoing EEG are determined to extract single trial evoked information

9. The system of claim 7, wherein the data collection mechanism further comprises Galvanic Skin Response (GSR).

10. The system of claim 1, wherein individual specific facial emotion encoding templates are matched with individual responses to enhance the identification of subject emotional response.

11. A method, comprising:

receiving response data collected using a plurality of modalities, the response data including central nervous system, autonomic nervous system, and effector data resulting from exposure of a subject to stimuli;

aligning response data obtained from a first modality with response data obtained from a second modality;

combining the aligned response data from the first modality and the response data from the second modality to obtain an enhanced measure of effectiveness of stimuli.

12. The method of claim 11, wherein aligning response data from a first data with response data from a second modality comprises time and phase shifting.

13. The method of claim 12, wherein alignment is made on an individual or group basis.

14. The method of claim 11, wherein facial emotion encoding measures are aligned and combined with electroencephalography (EEG) to enhance the valence of the EEG emotional engagement measure.

15. The method of claim 11, wherein electrooculography (EOG) and eye tracking saccadic measures of object entities are aligned and combined with electroencephalography to determine attention, emotional engagement, and memory retention.

16. The method of claim 11, wherein Galvanic Skin Response (GSR) measures are aligned and combined with electroencephalography (EEG) to enhance estimates of effectiveness.

17. The method of claim 11, wherein response data is collected using electroencephalography (EEG) and electrooculography (EOG)

18. The method of claim 17, wherein combined time-frequency responses of ongoing EEG are determined to extract single trial evoked information

19. The method of claim 17, wherein the response data is collected using Galvanic Skin Response (GSR).

20. The method of claim 11, wherein individual specific facial emotion encoding templates are matched with individual responses to enhance the identification of subject emotional response.

21. An apparatus, comprising:

means for receiving response data collected using a plurality of modalities, the response data including central nervous system, autonomic nervous system, and effector data resulting from exposure of a subject to stimuli;

means for aligning response data obtained from a first modality with response data obtained from a second modality;

means for combining the aligned response data from the first modality and the response data from the second modality to obtain an enhanced measure of effectiveness of stimuli.

22. The apparatus of claim 21, wherein aligning response data from a first data with response data from a second modality comprises time and phase shifting.

23. The apparatus of claim 22, wherein alignment is made on an individual or group basis.

24. The apparatus of claim 21, wherein facial emotion encoding measures are aligned and combined with electroencephalography (EEG) to enhance the valence of the EEG emotional engagement measure.

25. The apparatus of claim 21, wherein electrooculography (EOG) and eye tracking saccadic measures of object entities are aligned and combined with electroencephalography to determine attention, emotional engagement, and memory retention.

26. The apparatus of claim 21, wherein Galvanic Skin Response (GSR) measures are aligned and combined with electroencephalography (EEG) to enhance estimates of effectiveness.