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

• US 20090030717A1
• Filed: 03/26/2008
• Published: 01/29/2009
• 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:
  US12/056,221
• Publication Number:
  US 20090030717A1
• 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

An intra-modality response synthesizer analyzes and enhances central nervous system, autonomic nervous system, and effector data to 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 intra-modality response synthesizer analyzes and synthesizes a plurality of modality specific response measures from central nervous system, autonomic nervous system, and effector systems. For example, the intra-modality response synthesizer analyzes response data including neurophysiological data to evaluate the effectiveness of stimuli by analyzing interactions between multiple regions of the brain.

Claims

1. A system, comprising:

a data collection mechanism operable to obtain response data from a subject exposed to marketing stimuli;

an intra-modality response synthesizer operable to analyze response data to evaluate effectiveness of stimuli, wherein response data includes central nervous system, autonomic nervous system, and effector data.

2. The system of claim 1, wherein response data is enhanced by analyzing interactions between multiple regions of the brain.

3. The system of claim 1, wherein the subject is exposed to entertainment stimuli.

4. The system of claim 1, wherein the response data is obtained using a plurality of modalities

5. The system of claim 1, wherein different frequency bands are evaluated to assess communications between multiple regions of the brain.

6. The system of claim 5, wherein different frequency subbands are evaluated to assess the communication between multiple regions of the brain.

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 the intra-modality response synthesizer performs time and phase shifting and correlation.

11. The system of claim 10, wherein the intra-modality response synthesizer determines types of interactions between the plurality of brain regions.

12. 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.

13. 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 coherencies, and asymmetries in inter-regional intra-hemisphere inter-frequency coupling are analyzed to determine effectiveness of stimuli.

14. 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.

22. The method of claim 10, wherein types of interactions between the plurality of brain regions are determined.

15. A method, comprising:

receiving response data including neurophysiological data resulting from exposure of a subject to stimuli;

analyzing response data to evaluate effectiveness of stimuli, wherein response data including neurophysiological data is enhanced by analyzing interactions between multiple regions of the brain.

16. The method of claim 15, wherein the stimuli includes marketing and entertainment materials.

17. The method of claim 15, wherein different frequency bands are used to assess the communication between multiple regions of the brain.

18. The method of claim 15, wherein different frequency subbands are used to assess the communication between multiple regions of the brain.

19. The method of claim 15, wherein response data is collected from a subject using electroencephalography (EEG) and electrooculography (EOG)

20. The method of claim 19, wherein combined time-frequency responses of ongoing EEG are determined to extract single trial evoked information

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

23. The method of claim 15, wherein inter-frequency coupling in the signals, including signals modulated on a carrier wave, is measured to determine effectiveness of stimuli.

24. The method of claim 15, wherein inter-hemispheric time-frequency measurements, including specific band and/or sub-band powers, asymmetries in inter-regional intra-hemispheric coherencies, and asymmetries in inter-regional intra-hemisphere inter-frequency coupling are analyzed to determine effectiveness of stimuli.

25. The method of claim 15, wherein individual specific facial emotion encoding templates are matched with individual responses to enhance the identification of subject emotional response.

26. An apparatus, comprising:

means for receiving response data including neurophysiological data resulting from exposure of a subject to stimuli;

means for analyzing response data to evaluate effectiveness of stimuli, wherein response data including neurophysiological data is enhanced by analyzing interactions between multiple regions of the brain.

27. The apparatus of claim 26, wherein the stimuli includes marketing and entertainment materials.