CONSUMER EXPERIENCE ASSESSMENT SYSTEM

• US 20090063255A1
• Filed: 08/27/2008
• Published: 03/05/2009
• Est. Priority Date: 08/28/2007
• 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 8,392,254 B2
• Time in Patent Office: Days
• US Class Current: 705/10
• CPC Class Codes: A61B 2503/12 Healthy persons not otherwise provided for, e.g. subjects of a marketing survey
• CPC Class Codes: A61B 5/0533 Measuring galvanic skin response
• 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 5/318 Heart-related electrical modalities, e.g. electrocardiography [ECG]
• CPC Class Codes: A61B 5/377 using evoked responses
• CPC Class Codes: A61B 5/398 Electrooculography [EOG], e.g. detecting nystagmus; Electroretinography [ERG]
• CPC Class Codes: A61B 5/4035 Evaluating the autonomic nervous system
• 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

Abstract

A system assesses consumer experience by evaluating neuro-response measurements for a consumer exposed to products, services, offerings, and stimulus. Examples of neuro-response measurements include Electroencephalography (EEG), Galvanic Skin Response (GSR), Electrocardiograms (EKG), Electrooculography (EOG), eye tracking, and facial emotion encoding measurements. Components of a consumer experience are analyzed to assess neuro-response measurements specific to each component. In many instances, neuro-response data is combined with other data and analyzed to determine total consumer experience.

Claims

1. A system, comprising:

a data collection device having a plurality of modalities, the data collection device operable to use the plurality of modalities to obtain neuro-response data from a consumer exposed to stimulus material, the stimulus material having a plurality of components;

a response integration system operable use combined neuro-response data from the plurality of modalities to assess consumer experience, wherein the response integration system is operable to assess consumer experience for each of the plurality of components of the stimulus material.

2. The system of claim 1, wherein the plurality of modalities comprise EEG and EOG.

3. The system of claim 2, wherein the plurality of modalities further comprise GSR, EKG, pupilary dilation, and eye tracking.

4. The system of claim 1, wherein the data collection device is further operable to obtain target and distracter ERP measurements to determine differential measurements of ERP time domain components at multiple regions of the brain (DERP).

5. The system of claim 1, wherein the data collection device is further operable to obtain event related time-frequency analysis of the differential response to assess the attention, emotion and memory retention (DERPSPs) across multiple frequency bands.

6. The system of claim 5, wherein the multiple frequency bands comprise theta, alpha, beta, gamma and high gamma.

7. The system of claim 1, wherein components of the stimulus material comprise events.

8. The system of claim 7, wherein components of the stimulus material comprise different sensory experiences of the stimulus material.

9. The system of claim 7, wherein components of the stimulus material comprise viewing a product, opening a product, and consuming a product.

10. The system of claim 7, wherein neuro-response data is correlated with components of the stimulus material.

11. The system of claim 1, wherein neuro-response data from a first modality is aligned and combined with neuro-response data from a second modality.

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

13. A method, comprising:

obtaining neuro-response data using a plurality of modalities from a consumer exposed to stimulus material, the stimulus material having a plurality of components;

integrating neuro-response data from the plurality of modalities into combined neuro-response data;

assessing consumer experience by using combined neuro-response data from the plurality of modalities, wherein consumer experience is assessed for each of the plurality of components of the stimulus material.

14. The system of claim 13, wherein the plurality of modalities comprise EEG and EOG.

15. The system of claim 14, wherein the plurality of modalities further comprise GSR, EKG, pupilary dilation, and eye tracking.

16. The system of claim 13, wherein the data collection device is further operable to obtain target and distracter ERP measurements to determine differential measurements of ERP time domain components at multiple regions of the brain (DERP).

17. The system of claim 13, wherein the data collection device is further operable to obtain event related time-frequency analysis of the differential response to assess the attention, emotion and memory retention (DERPSPs) across multiple frequency bands.

18. The system of claim 13, wherein components of the stimulus material comprise different sensory experiences of the stimulus material.

19. The system of claim 13, wherein components of the stimulus material comprise viewing a product, opening a product, and consuming a product.

20. A system, comprising:

means for obtaining neuro-response data using a plurality of modalities from a consumer exposed to stimulus material, the stimulus material having a plurality of components;

means for integrating neuro-response data from the plurality of modalities into combined neuro-response data;

means for assessing consumer experience by using combined neuro-response data from the plurality of modalities, wherein consumer experience is assessed for each of the plurality of components of the stimulus material.