ANALYSIS OF MARKETING AND ENTERTAINMENT EFFECTIVENESS USING MAGNETOENCEPHALOGRAPHY
First Claim
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1. A system, comprising:
- a data collection mechanism operable to obtain response data from a subject exposed to marketing stimuli, the response data obtained using a plurality of modalities including magnetoencephalography (MEG);
a data cleanser mechanism operable to filter the response data;
an intra-modality response synthesizer operable to enhance response data associated with each of the plurality of modalities, wherein enhancing MEG response data comprises performing dipole localization measurements;
a cross-modality response synthesizer operable to combine response data associated with each of the plurality of modalities to validate response data in each of the plurality of modalities;
a composite enhanced effectiveness estimator operable to generate a composite enhanced effectiveness measure of the marketing stimuli.
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Abstract
Central nervous system, autonomic nervous system, and effector data is measured and analyzed to determine the effectiveness of marketing and entertainment stimuli. A data collection mechanism including multiple modalities such as Magnetoencephalography (MEG), Electrooculography (EOG), Galvanic Skin Response (GSR), etc., collects response data from subjects exposed to marketing and entertainment stimuli. A data cleanser mechanism filters the response data. The response data is enhanced using intra-modality response synthesis and/or a cross-modality response synthesis.
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Citations
23 Claims
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1. A system, comprising:
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a data collection mechanism operable to obtain response data from a subject exposed to marketing stimuli, the response data obtained using a plurality of modalities including magnetoencephalography (MEG); a data cleanser mechanism operable to filter the response data; an intra-modality response synthesizer operable to enhance response data associated with each of the plurality of modalities, wherein enhancing MEG response data comprises performing dipole localization measurements; a cross-modality response synthesizer operable to combine response data associated with each of the plurality of modalities to validate response data in each of the plurality of modalities; a composite enhanced effectiveness estimator operable to generate a composite enhanced effectiveness measure of the marketing stimuli. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14)
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15. A method, comprising:
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providing marketing and/or entertainment stimuli to a subject; obtaining response data using a plurality of modalities, the plurality of modalities including magnetoencephalography (MEG) and electrooculography (EOG); filtering the response data; enhancing response data associated with each of the plurality of modalities, wherein enhancing MEG data comprises performing dipole localization measurements; combining response data associated with each of the plurality of modalities to validate response data in each of the plurality of modalities; generating a composite enhanced effectiveness measure of the marketing and/or entertainment stimuli. - View Dependent Claims (16, 17, 18, 19, 20, 21, 22)
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23. An apparatus, comprising:
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means for obtaining response data using a plurality of modalities, the plurality of modalities including magnetoencephalography (MEG) and electrooculography (EOG); means for filtering the response data; means for enhancing response data associated with each of the plurality of modalities, wherein enhancing MEG data comprises performing dipole localization measurements; means for combining response data associated with each of the plurality of modalities to validate response data in each of the plurality of modalities; means for generating a composite enhanced effectiveness measure of the entertainment stimuli.
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Specification