ENTITY AND RELATIONSHIP ASSESSMENT AND EXTRACTION USING NEURO-RESPONSE MEASUREMENTS

• US 20090036755A1
• Filed: 07/30/2008
• Published: 02/05/2009
• Est. Priority Date: 07/30/2007
• 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:
  US12/182,851
• Publication Number:
  US 20090036755A1
• Time in Patent Office: Days
• US Class Current: 600/301
• CPC Class Codes: A61B 3/113 for determining or recording eye movement
• CPC Class Codes: A61B 5/16 Devices for psychotechnics using teaching or educational appliances G09B1/00 - G09B7/00; Testing reaction times ; Devices for evaluating the psychological state
• CPC Class Codes: A61B 5/163 by tracking eye movement, gaze, or pupil change
• CPC Class Codes: A61B 5/165 Evaluating the state of mind, e.g. depression, anxiety
• CPC Class Codes: A61B 5/318 Heart-related electrical modalities, e.g. electrocardiography [ECG]
• CPC Class Codes: A61B 5/377 using evoked responses
• CPC Class Codes: A61B 5/4035 Evaluating the autonomic nervous system

Abstract

A system performs entity and relationship assessment and extraction using neuro-response data such as central nervous system, autonomic nervous system, and effector data. Subjects are exposed to stimulus material and neuro-response data is collected using mechanisms such as Electroencephalography (EEG), Galvanic Skin Response (GSR), Electrocardiograms (EKG), Electrooculography (EOG), eye tracking, and facial emotion encoding. Data collected is provided to assess and extract entity and relationship formation among individuals, groups, or objects in marketing, advertising, entertainment, and other stimuli.

Claims

1. A system, comprising:

a stimulus presentation device operable to provide stimulus material to a subject, the stimulus material including a plurality of entities having relationship patterns;

a data collection device operable to obtain neuro-response data including eye tracking path information from the subject exposed to the stimulus material, a coupling index analyzer operable to assess relationship patterns corresponding to the plurality of entities by using neuro-response data.

2. The system of claim 1, wherein eye tracking path information is measured for a plurality of interacting entities in the stimulus material.

3. The system of claim 1, wherein eye tracking path information is measured for an event indicative of relationship formation.

4. The system of claim 1, wherein saccade related neural signatures for non-coupled interactions are compared to saccade related neural signatures for coupled interactions.

5. The system of claim 1, wherein neuro-response data includes central nervous system and autonomic nervous system data.

6. The system of claim 1, wherein neuro-response data includes central nervous system and effector data.

7. The system of claim 1, wherein neurological and neurophysiological measurements including attention, emotion, and memory retention are used to perform entity and relationship assessment and extraction.

8. The system of claim 1, wherein combinations of neurological and neurophysiological measurements including attention, emotion, and memory retention are used to perform entity and relationship assessment and extraction.

10. The system of claim 1, wherein neuro-response data is obtained from the plurality of subjects using portable Electroencephalography (EEG) with dry electrodes.

11. The system of claim 1, wherein the coupling index analyzer further obtains survey responses from the subject.

12. The system of claim 1, wherein a data analyzer connected between the data collection device and the coupling index analyzer includes a cross-modality response synthesizer operable to analyze neuro-response data from the plurality of modalities.

13. The system of claim 12, wherein neuro-response data from a first modality is aligned and combined with neuro-response data from a second modality.

14. The system of claim 13, wherein aligning neuro-response data from a first modality with neuro-response data from a second modality comprises time and phase shifting.

15. The system of claim 1, wherein neuro-response data includes Electroencephalography (EEG), Electrooculography (EOG), and Galvanic Skin Response (GSR).

16. A method, comprising:

providing stimulus material to a subject, the stimulus material including a plurality of entities having relationship patterns;

obtaining neuro-response data including eye tracking path information from the subject exposed to the stimulus material,

determining a coupling index by using neuro-response data to assessing relationship patterns corresponding to the plurality of entities.

17. The method of claim 16, wherein eye tracking path information is measured for a plurality of interacting entities in the stimulus material.

18. The method of claim 16, wherein eye tracking path information is measured for an event indicative of relationship formation.

19. The method of claim 16, wherein saccade related neural signatures for non-coupled interactions are compared to saccade related neural signatures for coupled interactions.

20. An apparatus, comprising:

means for providing stimulus material to a subject, the stimulus material including a plurality of entities having relationship patterns;

means for obtaining neuro-response data including eye tracking path information from the subject exposed to the stimulus material,

means for determining a coupling index by using neuro-response data to assessing relationship patterns corresponding to the plurality of entities.