CONSUMER EXPERIENCE PORTRAYAL EFFECTIVENESS ASSESSMENT SYSTEM

• US 20090063256A1
• 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 8,635,105 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 30/0203 Market surveys; Market polls

Abstract

A system assesses consumer experience portrayal effectiveness by evaluating neuro-response measurements for a consumer directly experiencing stimulus and/or indirectly experiencing stimulus through observation of another. Neuro-response measurements are collected using multiple modalities to evaluate personal and observed experiences of 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. In many instances, neuro-response data is combined with other data and analyzed to assess total consumer experience portrayal effectiveness.

Claims

1. A method, comprising:

presenting a subject with a plurality of portrayals associated with a consumer experience, each of the plurality of portrayals including a plurality of components in the consumer experience;

collecting neuro-response data using a plurality of modalities from the subject exposed to the plurality of portrayals;

combining neuro-response data from a plurality of modalities to assess the effectiveness of each of the plurality of portrayals.

2. The method of claim 1, further comprising assessing the effectiveness of each of the plurality of components included in the plurality of portrayals.

3. The method of claim 1, wherein the plurality of modalities comprise EEG and EOG.

4. The method of claim 3, wherein the plurality of modalities further comprise GSR, EKG, pupillary dilation, and eye tracking.

5. The method of claim 1, wherein a 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).

6. The method of claim 1, wherein a 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.

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

8. The method of claim 1, wherein the plurality of portrayals comprise different events associated with a consumer experience.

9. The method of claim 8, wherein the plurality of portrayals comprise different sensory experiences of the stimulus material.

10. The method of claim 8, wherein the plurality of portrayals comprise different subsets of viewing a product, opening the product, holding the product, and consuming the product.

11. The method of claim 8, wherein neuro-response data is correlated with components of the plurality of portrayals.

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

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

14. A system, comprising:

a stimulus presentation system operable to provide a subject with a plurality of portrayals associated with a consumer experience, each of the plurality of portrayals including a plurality of components in the consumer experience;

a neuro-response data collection mechanisms operable to obtain neuro-response data using a plurality of modalities from the subject exposed to the plurality of portrayals;

a response integration mechanisms operable to combine neuro-response data from a plurality of modalities to assess the effectiveness of each of the plurality of portrayals.

15. The system of claim 14, wherein the effectiveness of each of the plurality of components included in the plurality of portrayals is assessed.

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

17. The system of claim 16, wherein the plurality of modalities further comprise GSR, EKG, pupillary dilation, and eye tracking.

18. The system of claim 14, wherein a 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).

19. The system of claim 14, wherein a 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.

20. A system, comprising:

means for presenting a subject with a plurality of portrayals associated with a consumer experience, each of the plurality of portrayals including a plurality of components in the consumer experience;

means for collecting neuro-response data using a plurality of modalities from the subject exposed to the plurality of portrayals;

means for combining neuro-response data from a plurality of modalities to assess the effectiveness of each of the plurality of portrayals.