Method and System For Measuring User Experience For Interactive Activities

• US 20100004977A1
• Filed: 04/19/2009
• Published: 01/07/2010
• Est. Priority Date: 09/05/2006
• Status: Abandoned Application

• Current Assignee: The Nielsen Company LLC (MOOD Media Corporation)
• Original Assignee: Innerscope Research, Inc. (Nielsen Holdings plc)
• Inventors: Marci, Carl, Kothuri, Ravi Kanth V, Levine, Brian
• Application Number:
  US12/426,259
• Publication Number:
  US 20100004977A1
• Time in Patent Office: Days
• US Class Current: 705/10
• CPC Class Codes: A61B 5/0002 Remote monitoring of patients using telemetry, e.g. transmission of vital signals via a communication network A61B5/07 takes precedence; transmission systems for measured values G08C; transmission H04B; transmission of digital information H04L; wireless communication networks H04W
• 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: G06Q 10/10 Office automation; Time management
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0203 Market surveys; Market polls
• CPC Class Codes: H04N 21/4223 Cameras H04N23/00 takes precedence
• CPC Class Codes: H04N 21/44218 Detecting physical presence or behaviour of the user, e.g. using sensors to detect if the user is leaving the room or changes his face expression during a TV program methods or arrangements for recognising human body or animal bodies or body parts G06V40/10; methods or arrangements for acquiring or recognising human faces, facial parts, facial sketches, facial expressions G06V40/16; methods or arrangements for recognising movements or behaviour G06V40/20; arrangements for identifying users in broadcast systems H04H60/45
• CPC Class Codes: H04N 21/4661 Deriving a combined profile for a plurality of end-users of the same client, e.g. for family members within a home user profiles in network data switching protocols H04L67/306

Abstract

The present invention is directed to a method and system for measuring the biometric (physically, behaviorally, biologically and self-report based) responses of an audience to a presentation or interactive experience that provides a sensory stimulating experience and determining a measure of the level and pattern of engagement of that audience and impact of the presentation or interactive experience. In particular, the invention is directed to a method and system for measuring one or more biometrically based responses of one or more persons being exposed to the presentation in order to determine the moment-to-moment pattern or event based pattern and overall level of engagement. The method and system can include eye tracking to determine areas of the presentation that correspond to high and low levels of biometric responses suggesting high and low levels of visual impact. Further, the invention can be used to determine whether the presentation or the content in the presentation is more effective in a population relative to other presentations (or content) and other populations and to help identify elements of the presentation that contribute to the high level of engagement or impact and the effectiveness and success (or failure) of the presentation for that population.

Claims

1. A method of determining a measure of response of an audience to a presentation wherein the audience includes one or more members, the method comprising:

providing a biometric sensor device capable of measuring at least one biometrically based cognitive response to said presentation for each member of the audience;

exposing each member of the audience to the presentation over a period of time, wherein said period of time includes a plurality of points in time within the period of time;

providing a computer system connected to the biometric sensor device to receive data representative of the biometrically based cognitive response, said computer system including memory for storing the biometrically based cognitive response data;

for each member of the audience, measuring at least one biometrically based cognitive response to said presentation during the duration of the period of time and associating each measured biometrically based response with a point in time during the duration of the period of time in the memory of the computer system;

defining at least one event window corresponding to one or more points in time within the period of time, each event window having a predefined duration;

determining at least one biometric cognitive power index for the audience as a function of the measured biometrically based cognitive responses for all the audience members for at least one event window; and

generating a report indicating the biometric cognitive power index for said at least one event window.

2. A method of determining a measure of response of an audience to a presentation according to claim 1, wherein determining at least one biometric cognitive power index for the audience includes:

determining a biometrically based cognitive response threshold;

comparing each measured biometrically based cognitive response for each audience member for one event window to said threshold; and

counting the number of measured biometrically based cognitive responses that are greater than the threshold for each audience member.

3. A method of determining a measure of response of an audience to a presentation according to claim 2, wherein the biometrically based cognitive response threshold is the average biometrically based cognitive response for the audience member during the event window.

4. A method of determining a measure of response of an audience to a presentation according to claim 2, wherein determining at least one biometric cognitive power index for the audience includes:

determining the biometric cognitive power index as the sum of the number of measured biometrically based cognitive responses for one event window that are greater than the threshold for two or more audience members.

5. A method of determining a measure of response of an audience to a presentation according to claim 1, further comprising:

for one or more members of the audience, identifying a portion of the presentation being viewed and associating each viewed portion of the presentation with a point in time during the duration of the period of time; and

generating a biometric cognitive map as a function of the biometric cognitive power index for each event window and the portions of the presentation being viewed by the one or more members of the audience, the biometric cognitive map indicating areas of the presentation associated with high levels of cognitive activity of the audience.

6. A method of determining a measure of response of an audience to a presentation according to claim 5, wherein the biometric cognitive map is generated by aggregating the portions of the presentation viewed by one or more members of the audience who have a biometric cognitive response index above a predefined threshold.

7. A method of determining a measure of response of an audience to a presentation according to claim 5, further comprising:

providing a visual sensor device capable of identifying a portion of the presentation being viewed by each member of the audience.

8. A method of determining a measure of response of an audience to a presentation wherein the audience includes one or more members, the method comprising:

providing a biometric sensor device capable of measuring at least one biometrically based emotive response to said presentation for each member of the audience;

exposing each member of the audience to the presentation over a period of time, wherein said period of time includes a plurality of points in time within the period of time;

providing a computer system connected to the biometric sensor device to receive data representative of the biometrically based emotive response, said computer system including memory for storing the biometrically based emotive response data;

for each member of the audience, measuring at least one biometrically based emotive response to said presentation during the duration of the period of time and associating each measured biometrically based emotive response with a point in time during the duration of the period of time in the memory of the computer system;

defining at least one event window corresponding to one or more points in time within the period of time, each event window having a predefined duration;

determining at least one biometric emotive power index for the audience as a function of the measured biometrically based emotive responses for all the audience members for at least one event window; and

generating a report indicating the biometric emotive power index for said at least one event window.

9. A method of determining a measure of response of an audience to a presentation according to claim 8, wherein determining at least one biometric emotive power index for the audience includes:

determining a biometrically based emotive response threshold;

comparing each measured biometrically based emotive response for each audience member for one event window to said threshold; and

counting the number of measured biometrically based emotive responses that are greater than the threshold for each audience member.

10. A method of determining a measure of response of an audience to a presentation according to claim 9, wherein the biometrically based emotive response threshold is the average biometrically based emotive response for the audience member during the event window.

11. A method of determining a measure of response of an audience to a presentation according to claim 9, wherein determining at least one biometric emotive power index for the audience includes:

determining the biometric emotive power index as the sum of the number of measured biometrically based emotive responses that are greater than the threshold for two or more audience members.

12. A method of determining a measure of response of an audience to a presentation according to claim 8, further comprising:

for one or more members of the audience, identifying a portion of the presentation being viewed and associating each viewed portion of the presentation with a point in time during the duration of the period of time; and

generating a biometric emotive map as a function of the biometric emotive power index for each event window and the portions of the presentation being viewed by the one or more members of the audience, the biometric emotive map indicating areas of the presentation associated with high levels of emotive activity of the audience.

13. A method of determining a measure of response of an audience to a presentation according to claim 12, wherein the biometric emotive map is generated by aggregating the portions of the presentation viewed by one or more members of the audience who have a biometric emotive response index above a predefined threshold.

14. A method of determining a measure of response of an audience to a presentation according to claim 12, further comprising:

providing a visual sensor device capable of identifying a portion of the presentation being viewed by each member of the audience.

15. A computerized system for determining a measure of response of an audience to a presentation, wherein the audience includes two or more members, the system comprising:

a presentation device adapted to expose the audience to the presentation over a period of time, wherein said period of time includes a plurality of points in time within the period of time;

a biometric sensor device capable of measuring at least one biometrically based cognitive response to said presentation for each member of the audience;

a computer system connected to the biometric sensor device to receive data representative of the biometrically based cognitive response, said computer system including memory for storing the biometrically based cognitive response data;

the computer system including;

a recording module adapted to store the biometrically based cognitive response data generated in response to said presentation during the duration of the period of time in the memory of the computer system and adapted to associate the biometrically based cognitive response data with a point in time during the duration of the period of time in the memory of the computer system; and

a processing module adapted to determine at least one biometric cognitive power index for the audience as a function of the measured biometrically based cognitive response data for all the audience members for at least one event window and generate a report indicating the biometric cognitive power index for said at least one event window.

16. A computerized system for determining a measure of response of an audience to a presentation according to claim 15, wherein the processing module compares the biometrically based cognitive response data associated with one event window to a biometrically based cognitive response threshold and determines a count of biometrically based cognitive response data elements that are greater than the threshold for the one event window.

17. A computerized system for determining a measure of response of an audience to a presentation according to claim 16, wherein the processing module determines the biometrically based cognitive response threshold as the average over the biometrically based cognitive response data elements associated with the one event window.

18. A computerized system for determining a measure of response of an audience to a presentation according to claim 16, wherein the processing module determines the biometrically based cognitive power index as a function of the counts of biometrically based cognitive response data elements that are greater than the threshold for two or more audience members.

19. A computerized system for determining a measure of response of an audience to a presentation according to claim 15, wherein:

the recording module is adapted to receive and store eye tracking data generated in response to said presentation during the duration of the period of time in the memory of the computer system and adapted to associate the eye tracking data with a point in time during the duration of the period of time in the memory of the computer system, the eye tracking data including an identification of portions of the presentation being viewed by the members of the audience at a point in time during the duration of the period of time; and

the processing module is adapted to generate a biometric cognitive map as a function of the biometric cognitive power index for each event window and the portions of the presentation being viewed by the one or more members of the audience, the biometric cognitive map indicating areas of the presentation associated with high levels of cognitive activity of the audience.

20. A computerized system for determining a measure of response of an audience to a presentation according to claim 19, wherein the processing module generates the biometric cognitive map by aggregating the portions of the presentation viewed by one or more members of the audience who have a biometric cognitive response index above a predefined threshold.

21. A computerized system for determining a measure of response of an audience to a presentation according to claim 20, further comprising a visual sensor device capable of identifying a portion of the presentation being viewed by each member of the audience.

22. A computerized system for determining a measure of response of an audience to a presentation, wherein the audience includes two or more members, the system comprising:

a presentation device adapted to expose the audience to the presentation over a period of time, wherein said period of time includes a plurality of points in time within the period of time;

a biometric sensor device capable of measuring at least one biometrically based emotive response to said presentation for each member of the audience;

a computer system connected to the biometric sensor device to receive data representative of the biometrically based emotive response, said computer system including memory for storing the biometrically based emotive response data;

the computer system including;

a recording module adapted to store the biometrically based emotive response data generated in response to said presentation during the duration of the period of time in the memory of the computer system and adapted to associate the biometrically based emotive response data with a point in time during the duration of the period of time in the memory of the computer system; and

a processing module adapted to determine at least one biometric emotive power index for the audience as a function of the measured biometrically based emotive response data for all the audience members for at least one event window and generate a report indicating the biometric emotive power index for said at least one event window.

23. A computerized system for determining a measure of response of an audience to a presentation according to claim 22, wherein the processing module compares the biometrically based emotive response data associated with one event window to a biometrically based emotive response threshold and determines a count of biometrically based emotive response data elements that greater than the threshold for the one event window.

24. A computerized system for determining a measure of response of an audience to a presentation according to claim 23, wherein the processing module determines the biometrically based emotive response threshold as the average of the biometrically based emotive response data elements associated with the one event window.

25. A computerized system for determining a measure of response of an audience to a presentation according to claim 23, wherein the processing module determines the biometrically based emotive power index as a function of the counts of biometrically based emotive response data elements that are greater than the threshold for two or more audience members.

26. A computerized system for determining a measure of response of an audience to a presentation according to claim 22, wherein:

the recording module is adapted to receive and store eye tracking data generated in response to said presentation during the duration of the period of time in the memory of the computer system and adapted to associate the eye tracking data with a point in time during the duration of the period of time in the memory of the computer system, the eye tracking data including an identification of portions of the presentation being viewed by the members of the audience at a point in time during the duration of the period of time; and

the processing module is adapted to generate a biometric emotive map as a function of the biometric emotive power index for each event window and the portions of the presentation being viewed by the one or more members of the audience, the biometric emotive map indicating areas of the presentation associated with high levels of emotive activity of the audience.

27. A computerized system for determining a measure of response of an audience to a presentation according to claim 26, wherein the processing module generates the biometric emotive map by aggregating the portions of the presentation viewed by one or more members of the audience who have a biometric emotive response index above a predefined threshold.

28. A computerized system for determining a measure of response of an audience to a presentation according to claim 26, further comprising a visual sensor device capable of identifying a portion of the presentation being viewed by each member of the audience.

29. A method of determining a measure of response of an audience to a presentation wherein the audience includes one or more members, the method comprising:

providing a first biometric sensor device capable of measuring at least one biometrically based cognitive response to said presentation for each member of the audience;

providing an eye tracking sensor device capable of determining one or more gaze locations over a presentation image where at least one member of the audience is looking;

exposing each member of the audience to the presentation over a period of time, wherein said period of time includes a plurality of points in time within the period of time;

providing a computer system connected to the first biometric sensor device and the eye tracking sensor device to receive data representative of the biometrically based cognitive response, and eye tracking data, said computer system including memory for storing the biometrically based cognitive response data, and eye tracking data;

for each member of the audience, measuring at least one biometrically based cognitive response to said presentation during the duration of the period of time and associating each measured biometrically based cognitive response with a point in time during the duration of the period of time in the memory of the computer system;

for at least one member of the audience, determining one or more locations over one or more images of the presentation where said at least one audience member is looking and associating each of the locations with a point in time during the duration of the period of time in the memory of the computer system;

determining at least one cognitive impact index for the audience as a function of the measured biometrically based cognitive responses for all the audience members and the gaze locations for the presentation for at least one event window; and

generating a report indicating the biometric cognitive impact index for said at least one event window.

30. A method of determining a measure of response of an audience to a presentation according to claim 29, wherein determining at least one biometric cognitive impact index for said at least one event window includes:

defining at least one event window corresponding to one or more points in time within the period of time, each event window having a predefined duration;

determining a measure of high biometric cognitive visual coverage index for the audience as a function of the measured biometrically based cognitive responses for all the audience members during an event window, one or more gaze locations determined during the event window and the total gaze area of the presentation, where the biometric cognitive response is above a predefined threshold;

determining a measure of low biometric cognitive visual coverage index for the audience as a function of the measured biometrically based cognitive responses for all the audience members during an event window, one or more gaze locations determined during the event window and the total gaze area of the presentation, where the biometric cognitive response is below a predefined threshold;

determining a cognitive impact index as a function of the high biometric cognitive visual coverage index and low biometric cognitive visual coverage index.

generating a report indicating the high biometric cognitive visual coverage index, the low biometric cognitive visual coverage index, and the cognitive impact index for said at least one event window.

31. A method according to 30 wherein the cognitive impact index is determined as the high cognitive coverage index minus the low cognitive coverage index for said at least one event window.

32. A method of determining a measure of response of an audience to a presentation wherein the audience includes one or more members, the method comprising:

providing a first biometric sensor device capable of measuring at least one biometrically based emotive response to said presentation for each member of the audience;

providing an eye tracking sensor device capable of determining one or more gaze locations over a presentation image where at least one member of the audience is looking;

exposing each member of the audience to the presentation over a period of time, wherein said period of time includes a plurality of points in time within the period of time;

providing a computer system connected to the first biometric sensor device to receive data representative of the biometrically based emotive response, and eye tracking data, said computer system including memory for storing the biometrically based emotive response data;

for each member of the audience, measuring at least one biometrically based emotive response to said presentation during the duration of the period of time and associating each measured biometrically based emotive response with a point in time during the duration of the period of time in the memory of the computer system;

for at least one member of the audience, determining one or more locations over one or more images of the presentation where said at least one audience member is looking and associating each of the locations with a point in time during the duration of the period of time in the memory of the computer system;

determining at least one emotive impact index for the audience as a function of the measured biometrically based emotive responses for all the audience members and the gaze locations for the presentation for at least one event window; and

generating a report indicating the biometric emotive impact index for said at least one event window.

33. A method of determining a measure of response of an audience to a presentation according to claim 32, wherein determining at least one biometric emotive impact index for said at least one event window includes:

defining at least one event window corresponding to one or more points in time within the period of time, each event window having a predefined duration;

determining a measure of high biometric emotive visual coverage index for the audience as a function of the measured biometrically based emotive responses for all the audience members during an event window, one or more gaze locations determined during the event window and the total gaze area of the presentation, where the biometric emotive response is above a predefined threshold;

determining a measure of low biometric emotive visual coverage index for the audience as a function of the measured biometrically based emotive responses for all the audience members during an event window, one or more gaze locations determined during the event window and the total gaze area of the presentation, where the biometric emotive response is below a predefined threshold;

determining an emotive impact index as a function of the high biometric emotive visual coverage index and low biometric emotive visual coverage index.

generating a report indicating the high biometric emotive visual coverage index, the low biometric emotive visual coverage index, and the emotive impact index for said at least one event window.

34. A method according to 33 wherein the emotive impact index is determined as the high emotive coverage index minus the low emotive coverage index for said at least one event window.

35. A method of determining a measure of response of an audience to a presentation wherein the audience includes one or more members, the method comprising:

providing a first biometric sensor device capable of measuring at least one biometrically based cognitive response to said presentation for each member of the audience;

providing a second biometric sensor device capable of measuring at least one biometrically based emotive response to said presentation for each member of the audience;

providing an eye tracking sensor device capable of determining one or more gaze locations over a presentation image where at least one member of the audience is looking;

exposing each member of the audience to the presentation over a period of time, wherein said period of time includes a plurality of points in time within the period of time;

providing a computer system connected to the first and second biometric sensor devices and the eye tracking sensor device to receive data representative of the biometrically based cognitive response, data representative of the biometrically based emotive response, and eye tracking data, said computer system including memory for storing the biometrically based cognitive response data, the biometrically based emotive response data and eye tracking data;

for each member of the audience, measuring at least one biometrically based cognitive response and at least one biometrically based emotive response to said presentation during the duration of the period of time and associating each measured biometrically based cognitive response and each measured biometrically based emotive response with a point in time during the duration of the period of time in the memory of the computer system;

for at least one member of the audience, determining one or more locations over one or more images of the presentation where said at least one audience member is looking and associating each of the locations with a point in time during the duration of the period of time in the memory of the computer system;

defining at least one event window corresponding to one or more points in time within the period of time, each event window having a predefined duration;

determining a measure of high biometric cognitive visual coverage index for the audience as a function of the measured biometrically based cognitive responses for all the audience members during an event window, one or more gaze locations determined during the event window and the total gaze area of the presentation, where the biometric cognitive response is above a predefined threshold;

determining a measure of high biometric emotive visual coverage index for the audience as a function of the measured biometrically based emotive responses for all the audience members during an event window, one or more gaze locations determined during the event window and the total gaze area of the presentation, where the biometric emotive response is above a predefined threshold;

determining a measure of low biometric cognitive visual coverage index for the audience as a function of the measured biometrically based cognitive responses for all the audience members during an event window, one or more gaze locations determined during the event window and the total gaze area of the presentation, where the biometric cognitive response is below a predefined threshold;

determining a measure of low biometric emotive visual coverage index for the audience as a function of the measured biometrically based emotive responses for all the audience members during an event window, one or more gaze locations determined during the event window and the total gaze area of the presentation, where the biometric emotive response is below a predefined threshold; and

generating a report indicating the high biometric cognitive visual coverage index, high biometric emotive visual coverage index, low biometric cognitive visual coverage index and low biometric emotive visual coverage index for said at least one event window.

36. A method according to claim 35, further comprising

determining a high visual impact index as a function of the high biometric cognitive visual coverage index and high biometric emotive visual coverage index.

37. A method according to claim 35, further comprising

determining a low visual impact index as a function of the low biometric cognitive visual coverage index and low biometric emotive visual coverage index.