AUDIENCE RESPONSE MEASUREMENT AND TRACKING SYSTEM

• US 20090328089A1
• Filed: 05/16/2008
• Published: 12/31/2009
• Est. Priority Date: 05/16/2007
• 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:
  US12/122,253
• Publication Number:
  US 20090328089A1
• Time in Patent Office: Days
• US Class Current: 725/12
• 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 5/24 Detecting, measuring or recording bioelectric or biomagnetic signals of the body or parts thereof
• CPC Class Codes: A61B 5/4035 Evaluating the autonomic nervous system
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

A system performs audience response measurement and tracking using neuro-response data such as central nervous system, autonomic nervous system, and effector data. Subjects are exposed to stimulus material such as marketing and entertainment materials and 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 analyzed to measure and track audience response to the stimulus materials.

Claims

1. A system, comprising:

a data collection mechanism including a plurality of modalities operable to obtain neuro-response data from each of a plurality of subjects exposed to stimulus material;

a data analyzer operable to receive neuro-response data from each of the plurality of subjects and process the neuro-response data to generate enhanced neuro-response data;

a response integration system operable to obtain stimulus material attributes and combine enhanced neuro-response data corresponding to each of the plurality of subjects to measure and track audience response to the stimulus material.

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

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

4. The system of claim 1, wherein neurological and neurophysiological measurements including attention, emotion, and memory retention are used to measure and track audience response.

5. The system of claim 1, wherein combinations of neurological and neurophysiological measurements including attention, emotion, and memory retention are used to measure and track audience response.

6. The system of claim 1, wherein the stimulus material is marketing or entertainment material

7. The system of claim 1, wherein the response integration system further obtains survey responses from the plurality of subjects.

8. The system of claim 1, wherein the data analyzer includes a cross-modality response synthesizer operable to analyze neuro-response data from the plurality of modalities.

9. The system of claim 8, wherein neuro-response data from a first modality is aligned and combined with neuro-response data from a second modality.

10. The system of claim 9, wherein aligning neuro-response data from a first modality with neuro-response data from a second modality comprises time and phase shifting.

11. The system of claim 1, wherein the plurality of modalities include Electroencephalography (EEG), Electrooculography (EOG), and Galvanic Skin Response (GSR).

12. A method, comprising:

collecting neuro-response data from each of a plurality of subjects exposed to stimulus material, the data collected using a plurality of modalities;

receiving neuro-response data from each of the plurality of subjects;

processing neuro-response data to generate enhanced neuro-response data;

obtaining stimulus material attributes and combining enhanced neuro-response data corresponding to each of the plurality of subjects to measure and track audience response to the stimulus material.

13. The method of claim 12, wherein neuro-response data includes central nervous system and autonomic nervous system data.

14. The method of claim 12, wherein neuro-response data includes central nervous system and effector data.

15. The method of claim 12, wherein neurological and neurophysiological measurements including attention, emotion, and memory retention are used to measure and track audience response.

16. The method of claim 12, wherein combinations of neurological and neurophysiological measurements including attention, emotion, and memory retention are used to measure and track audience response.

17. The method of claim 12, wherein the stimulus material is marketing or entertainment material.

18. The system of claim 12, wherein the plurality of modalities include Electroencephalography (EEG), Electrooculography (EOG), and Galvanic Skin Response (GSR).

19. An apparatus, comprising:

means for collecting neuro-response data from each of a plurality of subjects exposed to stimulus material, the data collected using a plurality of modalities;

means for receiving neuro-response data from each of the plurality of subjects;

means for processing neuro-response data to generate enhanced neuro-response data;

means for obtaining stimulus material attributes and combining enhanced neuro-response data corresponding to each of the plurality of subjects to measure and track audience response to the stimulus material.

20. The apparatus of claim 19, wherein neuro-response data includes central nervous system and autonomic nervous system data.

21. The apparatus of claim 19, wherein neuro-response data includes central nervous system and effector data.