PROTOCOL GENERATOR AND PRESENTER DEVICE FOR ANALYSIS OF MARKETING AND ENTERTAINMENT EFFECTIVENESS

• US 20090024448A1
• 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 8,473,345 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

A protocol generator and presenter device provides stimuli to a subject to allow analysis of the effectiveness of marketing and entertainment materials. A protocol generator generates presentation parameters such as length of presentation, number of repetitions, number of physiological baselines, etc. The presenter device uses the presentation parameters to elicit responses from a subject that are then measured and analyzed using multiple neurophysiological modalities. Feedback is provided to the protocol generator and presenter device to dynamically update presentation parameters.

Claims

1. A device, comprising:

a protocol generator operable to generate a plurality of presentation parameters;

a presenter device connected to the protocol generator, the presenter device operable to present stimuli to a subject using the presentation parameters to allow analysis of the effectiveness of the stimuli through measurement of neurophysiological data;

wherein the neurophysiological data is analyzed and feedback is provided to the protocol generator to dynamically adjust the presentation parameters.

2. The device of claim 1, wherein presentation parameters comprise time and duration of the experiment.

3. The device of claim 2, wherein presentation parameters comprise the number of repetitions of the stimuli based on signal to noise requirements,

4. The device of claim 1, wherein presentation parameters comprises the number and repetitions of the stimuli for habituation and wear-out studies, and the type and number of neurophysiological baselines, and the self reporting surveys to include.

6. The device of claim 1, wherein the neurophysiological data comprises central nervous system, autonomic nervous system, and effector data.

7. The device of claim 1, wherein the neurophysiological data is collected using a plurality of modalities including electroencephalography (EEG) and electrooculography (EOG);

8. The device of claim 7, wherein the plurality of modalities further comprises Galvanic Skin Response (GSR).

9. The device 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 stimuli.

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

11. The device of claim 10, wherein brain activity is measured to determine interactions and types of interactions between various brain regions.

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

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

14. The device 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.

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

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

17. A method, comprising:

generating a plurality of presentation parameters;

presenting stimuli to a using the presentation parameters to allow analysis of the effectiveness of the stimuli through measurement of neurophysiological data;

wherein the neurophysiological data is analyzed and feedback is provided to dynamically adjust the presentation parameters.

18. The device of claim 17, wherein presentation parameters comprise time and duration of the experiment.

19. The device of claim 18, wherein presentation parameters comprise the number of repetitions of the stimuli based on signal to noise requirements,

20. The device of claim 17, wherein presentation parameters comprises the number and repetitions of the stimuli for habituation and wear-out studies, and the type and number of neurophysiological baselines, and the self reporting surveys to include.

21. The device of claim 17, wherein neurophysiological data is also measured.

22. An apparatus, comprising:

means for generating a plurality of presentation parameters;

means for presenting stimuli to a using the presentation parameters to allow analysis of the effectiveness of the stimuli through measurement of neurophysiological data;

wherein the neurophysiological data is analyzed and feedback is provided to dynamically adjust the presentation parameters.