ANALYSIS OF MARKETING AND ENTERTAINMENT EFFECTIVENESS USING CENTRAL NERVOUS SYSTEM, AUTONOMIC NERVOUS SYTEM, AND EFFECTOR DATA

• US 20090024447A1
• Filed: 03/26/2008
• Published: 01/22/2009
• Est. Priority Date: 03/29/2007
• Status: Active Grant

• Current Assignee: Nielsen Consumer LLC (Nielsen Holdings plc)
• Original Assignee: NeuroFocus Inc. (Nielsen Holdings plc)
• Inventors: Pradeep, Anantha, Knight, Robert T., Gurumoorthy, Ramachandran
• Granted Patent: US 8,484,081 B2
• Time in Patent Office: Days
• US Class Current: 705/10
• 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

Central nervous system, autonomic nervous system, and effector data is measured and analyzed to determine the effectiveness of marketing and entertainment stimuli. A data collection mechanism including multiple modalities such as Electroencephalography (EEG), Electrooculography (EOG), Galvanic Skin Response (GSR), etc., collects response data from subjects exposed to marketing and entertainment stimuli. A data cleanser mechanism filters the response data. The response data is enhanced using intra-modality response synthesis and/or a cross-modality response synthesis.

Claims

1. A system, comprising:

a presenter device operable to provide marketing stimuli;

a data collection mechanism operable to obtain response data using a plurality of modalities, the plurality of modalities including electroencephalography (EEG) and electrooculography (EOG);

a data cleanser mechanism operable to filter the response data;

an intra-modality response synthesizer operable to enhance response data associated with each of the plurality of modalities;

a cross-modality response synthesizer operable to combine response data associated with each of the plurality of modalities to validate response data in each of the plurality of modalities;

a composite enhanced effectiveness estimator operable to generate a composite enhanced effectiveness measure of the marketing stimuli.

2. The system of claim 1, wherein the plurality of modalities further comprises Galvanic Skin Response (GSR).

3. The system of claim 1, wherein the plurality of modalities further comprises Electrocardiograms (EKG).

4. The system of claim 1, wherein the plurality of modalities further comprises pupillary dilation.

5. The system of claim 1, wherein the plurality of modalities further comprises eye tracking,

6. The system of claim 1, wherein the plurality of modalities further comprises facial emotion encoding.

7. The system of claim 1, wherein the presenter device is associated with a protocol generator operable to provide a plurality of parameters for presenting stimuli to the subject.

8. The system of claim 1, wherein the stimuli are provided to a plurality of subjects in isolation.

9. The system of claim 8, wherein the composite enhanced effectiveness estimator provides feedback to the protocol generator to modify the plurality of parameters.

10. The system of claim 8, wherein the intra-modality response synthesizer provides feedback to the protocol generator to modify the plurality of parameters.

11. The system of claim 8, wherein the cross-modality response synthesizer provides feedback to the protocol generator to modify the plurality of parameters.

12. The system of claim 1, wherein the plurality of parameters include length of presentation and number of repetitions.

13. The system of claim 1, wherein the intra-modality response synthesizer enhances response data associated with EEG by analyzing data in subbands within the different frequency ranges including delta, theta, alpha, beta, low gamma, and high gamma (kappa) bands.

14. The system of claim 1, wherein the cross-modality response synthesizer combines response data to validate and enhance response data from one modality using response data from another modality.

15. The system of claim 14, wherein the response data from one modality is time shifted prior to combination with response data from another modality.

16. The system of claim 1, wherein mechanisms such as time and phase shifting, correlating, and validating intra-modality and cross-modality determinations allow generation of a composite output characterizing the effectiveness of various stimuli.

17. The system of claim 1, wherein brain activity is measured to determine activity in various brain regions.

18. The system of claim 17, wherein brain activity is measured to determine interactions and types of interactions between various brain regions.

19. The system of claim 1, wherein different frequency bands and subbands used for multi-regional communication in the brain are measured to determine effectiveness of stimuli.

20. The system of claim 1, wherein inter-frequency coupling in the signals, including signals modulated on a carrier wave, is measured to determine effectiveness of stimuli.

21. The system of claim 1, wherein inter-hemispheric time-frequency measurements, including specific band and/or sub-band powers, asymmetries in inter-regional intra-hemispheric coherences, and asymmetries in inter-regional intra-hemisphere inter-frequency coupling are analyzed to determine effectiveness of stimuli.

22. The system of claim 1, wherein combined time-frequency responses of ongoing EEG are determined to extract single trial evoked information

23. 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.

24. A method, comprising:

providing marketing and/or entertainment stimuli to a subject;

obtaining response data using a plurality of modalities, the plurality of modalities including electroencephalography (EEG) and electrooculography (EOG);

filtering the response data;

enhancing response data associated with each of the plurality of modalities;

combining response data associated with each of the plurality of modalities to validate response data in each of the plurality of modalities;

generating a composite enhanced effectiveness measure of the marketing and/or entertainment stimuli.

25. The method of claim 24, wherein the plurality of modalities further comprises Galvanic Skin Response (GSR).

26. The method of claim 24, wherein the plurality of modalities further comprises Electrocardiograms (EKG).

27. The method of claim 24, wherein the plurality of modalities further comprises pupillary dilation.

28. The method of claim 24, wherein the plurality of modalities further comprises eye tracking,

29. The method of claim 24, wherein inter-hemispheric time-frequency measurements, including specific band and/or sub-band powers, asymmetries in inter-regional intra-hemispheric coherences, and asymmetries in inter-regional intra-hemisphere inter-frequency coupling are analyzed to determine effectiveness of stimuli.

30. The method of claim 24, wherein combined time-frequency responses of ongoing EEG are determined to extract single trial evoked information

31. The method of claim 24, wherein individual specific facial emotion encoding templates are matched with individual responses to enhance the identification of subject emotional response.

32. An apparatus, comprising:

means for providing entertainment stimuli to a subject;

means for obtaining response data using a plurality of modalities, the plurality of modalities including electroencephalography (EEG) and electrooculography (EOG);

means for filtering the response data;

means for enhancing response data associated with each of the plurality of modalities;

means for combining response data associated with each of the plurality of modalities to validate response data in each of the plurality of modalities;

means for generating a composite enhanced effectiveness measure of the entertainment stimuli.