METHOD TO DETERMINE THE ATTRIBUTES ASSOCIATED WITH A BRAND OR PRODUCT

• US 20100030097A1
• Filed: 12/22/2006
• Published: 02/04/2010
• Est. Priority Date: 12/22/2006
• Status: Abandoned Application

• Current Assignee: Neuro-Insight Pty., Ltd.
• Original Assignee: Neuro-Insight Pty., Ltd.
• Inventors: Silberstein, Richard Bernard
• Application Number:
  US12/520,868
• Publication Number:
  US 20100030097A1
• Time in Patent Office: Days
• US Class Current: 600/544
• CPC Class Codes: A61B 5/378 Visual stimuli

Abstract

A method of evaluating characteristics of a brand or product including the steps of: (a) presenting the brand or product to the subject during a first period; (b) determining brain activity of the subject during the first period; (c) presenting neutral visual and/or audio material to a subject during a second period; (d) determining a reference level of brain activity of the subject during the second period; and (e) evaluating attributes associated by the subject with the brand or product by determining differences in brain activities between the first and second periods.

Claims

1. A method of evaluating characteristics of a brand or product including the steps of:

(a) presenting the brand or product to the subject during a first period;

(b) determining brain activity of the subject during the first period;

(c) presenting neutral visual and/or audio material to a subject during a second period;

(d) determining a reference level of brain activity of the subject during the second period; and

(e) evaluating attributes associated by the subject with the brand or product by determining differences in brain activities between said first and second periods.

2. A method as claimed in claim 1 including the step of displaying steps (a) and (c) as a presentation sequence.

3. A method as claimed in claim 2 wherein there are a plurality of steps (a) in each presentation sequence and wherein blank periods are presented between successive steps (a).

4. A method as claimed in claim 3 wherein the first periods have a duration of 0.5 to 5 seconds, the second periods have a duration of 10 to 60 seconds and the blank periods have a duration of 0 to 5 seconds.

5. A method as claimed in claim 3 wherein the second period is at the end of said sequence.

6. A method as claimed in claim 1 wherein steps (a) to (d) are presented to a plurality of subjects and step (e) includes the steps of averaging the differences in brain activities of the subjects.

7. A method as claimed in claim 1 wherein step (a) is carried out by displaying the brand or product on a video screen.

8. A method as claimed in claim 1 wherein steps (b) and (d) are carried out by determining gamma or high frequency EEG or MEG activity.

9. A method as claimed in claim 1 wherein steps (b) and (d) are carried out by detecting EEG or MEG activity in the frequency range 8 to 13 Hz.

10. A method as claimed in claim 1 wherein steps (b) and (d) are carried out by assessment of the phase of steady state visually evoked potentials (SSVEP) in EEG signals obtained from the subject or subjects or by assessment of steady state visually evoked responses (SSVER) in MEG signals obtained from the subject or subjects.

11. A method as claimed in claim 1 wherein steps (a) and (c) include the steps of placing electrodes at scalp sites to obtain output EEG signals which enable assessment of:

visual attention to detail of the brand or product;

visual attention to global features of the brand or product;

desirability of the brand or product;

emotional intensity associated with the brand or product;

long term memory encoding associated with the brand or product;

engagement with the brand or product; and

/or attraction associated with the brand or product.

12. A method as claimed in claim 11 including the step of applying a sinusoidally varying visual flicker stimulus to each subject during steps (a) and (c) to thereby enable calculation of Fourier coefficients from said output signals to thereby enable calculation of said SSVEP amplitudes and/or phase differences.

13. A method as claimed in claim 12 wherein said SSVEP amplitude and phase are calculated by the equations:

${\mathrm{SSVEP}}_{\mathrm{amplitude}}=\sqrt{\left(A_n^2+B_n^2\right)}$ ${\mathrm{SSVEP}}_{\mathrm{phase}}=\mathrm{atan}<br><br>\left(\frac{B_n}{A_n}\right)$

where;

a_n and b_n are cosine and sine Fourier coefficients calculated by the equations;

$a_n=\frac{1}{S<br><br><br><br>\mathrm{\Delta <br><br>\tau <br><br>}}<br><br>\underset{i=0}{\overset{S-1}{\sum <br><br>}}<br><br>f<br><br>\left(\mathrm{nT}+i<br><br><br><br>\mathrm{\Delta <br><br>\tau <br><br>}\right)<br><br>\cos <br><br>\left(\frac{2<br><br>\mathrm{\pi <br><br>}}{T}<br><br>\left(\mathrm{nT}+i<br><br><br><br>\mathrm{\Delta <br><br>\tau <br><br>}\right)\right)$ $b_n=\frac{1}{S<br><br><br><br>\mathrm{\Delta <br><br>\tau <br><br>}}<br><br>\underset{i=0}{\overset{S-1}{\sum <br><br>}}<br><br>f<br><br>\left(\mathrm{nT}+i<br><br><br><br>\mathrm{\Delta <br><br>\tau <br><br>}\right)<br><br>\sin <br><br>\left(\frac{2<br><br>\mathrm{\pi <br><br>}}{T}<br><br>\left(\mathrm{nT}+i<br><br><br><br>\mathrm{\Delta <br><br>\tau <br><br>}\right)\right)$

where;

a_n and b_n are the cosine and sine Fourier coefficients respectively where;

n represents the nth flicker stimulus cycle;

S is the number of samples per flicker stimulus cycle;

Δ

τ

is the time interval between samples;

T is the period of one cycle;

f(nT+iΔ

τ

) is the EEG signal (raw or pre-processed using ICA) obtained from said predetermined scalp sites;

and wherein A_n and B_n are overlapping smoothed Fourier coefficients calculated by using the equation;

$A_n=\underset{i=1}{\overset{i=N}{\sum <br><br>}}<br><br>a_{n+i}/N$ $B_n=\underset{i=1}{\overset{i=N}{\sum <br><br>}}<br><br>b_{n+i}/N$

14. A method as claimed in claim 13 including the steps of:

obtaining EEG signals from a plurality of scalp sites of each subject; and

utilising inverse mapping techniques such as BESA, EMSA or LORETA to produce modified EEG signals which represent activity in deeper regions of the brain of each subject such as the orbito-frontal cortex or the ventro-medial cortex.

15. A method as claimed in claim 13 including the step of averaging the Fourier coefficients A_n and B_n for a selected group of subjects and then calculating the SSVEP amplitudes and SSVEP phase differences for said group of subjects.

16. A method as claimed in claim 12 wherein the flicker signal is applied only to the peripheral vision of each subject.

17. A method as claimed in claim 16 including the steps of directing the light towards the eyes of each subject via first and second screens so that the light passing through the screen constitutes said flicker signal and wherein each screen includes an opaque area, and wherein the method further includes the step of positioning the screens to the relative position of each subject such that said opaque areas prevent said flicker signal impinging on the fovea of each eye of each subject.

18. A method as claimed in claim 17 wherein the opacity of each screen decreases as a function of distance from its opaque area so that the intensity of the flicker signal impinging on each retina of each subject decreases in value from the central vision to the peripheral vision.

19. A method as claimed in claim 18 including the step of applying a masking pattern to each screen to define the opacity thereof, the method including the step of applying the pattern in accordance with a masking pattern function which provides zero or low gradients for changes in opacity adjacent to its opaque area and peripheral areas thereof which define parts of the flicker signal impinging on the peripheral vision of each subject.

20. A method as claimed in claim 19 wherein the opaque area of each screen is circular and wherein the masking pattern function is selected to be a Gaussian function, so that the opacity P of the screen is defined by the equation:

P=e<sup>−

(r−

R)2/G2</sup>

where;

r is the radial distance from the centre of the opaque area; and

G is a parameter that determines the rate of fall-off of opacity with radial distance, and wherein when r<

R, P=1.

21. A method as claimed in claim 20 wherein G has a value in the range R/4 and 2R.

22. A method as claimed in claim 13 including the steps of applying an electrode to the scalp of each subject at the O₁ site, calculating SSVEP amplitudes and phase differences from EEG signals from said electrode whereby the output signals indicate each subject'"'"'s visual attention to details of the brand or product.

23. A method as claimed in claim 14 including the step of utilising inverse mapping determines brain activity in the left cerebral cortex in the vicinity of Brodman'"'"'s area 17 whereby the modified output signals indicate each subject'"'"'s visual attention to details of the brand or product.

24. A method as claimed in claim 13 including the steps of applying an electrode to the scalp of each subject at the O₂ site, calculating SSVEP amplitudes and phase differences from EEG signals from said electrode whereby the output signals are indicative of each subject'"'"'s visual attention to global features of the brand or product.

25. A method as claimed in claim 14 including the step of utilising inverse mapping determines brain activity in the right cerebral cortex in the vicinity of Brodman'"'"'s area 17 whereby the output signals indicate each subject'"'"'s visual attention to global features of the brand or product.

26. A method as claimed in claim 13 including the step of applying an electrode to the scalp of each subject at the P₃ site, calculating SSVEP amplitudes and phase differences from EEG signals from said electrode whereby the output signals are indicative of each subject'"'"'s multi-modal attention to detail or desirability to features of the brand or product.

27. A method as claimed in claim 14 wherein the step of utilising inverse mapping determines brain activity in the left cerebral cortex in the vicinity of the intraparietal area whereby the output signals indicate each subject'"'"'s multi-modal attention to detail or desirability of the features of the brand or product.

28. A method as claimed in claim 13 including the step of applying an electrode to the scalp of each subject at the P₄ site, calculating SSVEP amplitudes and phase differences from EEG signals from said electrode whereby the output signals indicate each subject'"'"'s multi-modal attention to global features or desirability of the features of the brand or product.

29. A method as claimed in claim 14 wherein the step of utilising inverse mapping determines brain activity in the right cerebral cortex in the vicinity of the intraparietal area whereby the output signals indicate each subject'"'"'s multi-modal attention to global features or desirability of the features of the brand or product.

30. A method as claimed in claim 13 including the step of applying an electrode to the scalp of each subject at a site which is approximately equidistant from sites O₂, P₄ and T₆, calculating SSVEP amplitudes and phase differences from EEG signals from said electrode whereby the output signals indicate each subject'"'"'s emotional intensity associated with the brand or product.

31. A method as claimed in claim 14 wherein the step of utilising inverse mapping determines brain activity in the right cerebral cortex in the vicinity of the right parieto-temporal junction whereby the output signals indicate each subject'"'"'s emotional intensity associated with the brand or product.

32. A method as claimed in claim 13 including the steps of applying an electrode to the scalp of each subject at the F₃, F₄, F_p1 and F_p2 sites, calculating SSVEP amplitudes and phase differences from EEG signals from said electrodes, calculating values for attraction-repulsion using the equation:

attraction=(a₁*SSVEP phase advance at electrode F₃+a₂*SSVEP phase advance at electrode F_p1−

a₃*SSVEP phase advance at electrode F₄−

a₄*SSVEP phase advance at electrode F_p2)

where a₁=a₂=a₃=a₄=1.0

whereby said values indicate each subject'"'"'s attraction or repulsion towards features of the brand or product.

33. A method as claimed in claim 14 wherein the step of utilising inverse mapping determines brain activity in:

the right orbito-frontal cortex in the vicinity of Brodman area 11;

the right dorso-lateral prefrontal cortex in the vicinity of Brodman area 9;

the left orbito frontal cortex in the vicinity of Brodman area 11; and

the left dorso-lateral prefrontal cortex in the vicinity of Brodman area 9; and

calculating a value for attraction-repulsion using the equation;

attraction=(c₁*right orbito-frontal cortex (in vicinity of Brodman area

     11)+c₂*right dorso-lateral prefrontal cortex (in vicinity of Brodman area

     9)+c₃*left orbito frontal cortex (in vicinity of Brodman area

     11)+c₄*left dorso-lateral prefrontal cortex (vicinity of Brodman area

     9))

where c₁=1, c₂=1, c₃=1, c₄=1,

whereby said values indicate each subject'"'"'s attraction or repulsion towards features of the brand or product.

34. A method as claimed in claim 13 including the steps of applying electrodes to the scalp of each subject at F₃, F₄, P_p1 and F_p2 sites, calculating SSVEP amplitudes and phase differences from said electrodes, calculating values for engagement in features of the advertisement by a weighted mean SSVEP phase advance at said sites using the equation:

engagement=(b₁*SSVEP phase advance at electrode F₃+b₂*SSVEP phase advance at electrode P_p1+b₃*SSVEP phase advance at electrode F₄+b₄* SSVEP phase advance at electrode F_p2)

where b₁=0.1, b₂=0.4, b₃=0.1, b₄=0.4,

whereby said values indicate each subject'"'"'s engagement in features of the brand or product.

35. A method as claimed in claim 14 wherein the step of utilising inverse mapping determines brain activity in:

the right orbito frontal cortex in the vicinity of Brodman area 11;

the right dorso-lateral prefrontal cortex in the vicinity of Brodman area 9;

the left frontal cortex in the vicinity of Brodman area 11; and

the left dorso-lateral prefrontal cortex in the vicinity of Brodman area 9,

calculating SSVEP amplitudes and phase differences from said modified EEG signals from said electrodes; and

calculating a value for engagement using the equation;

engagement=(d₁*right orbito frontal cortex (in vicinity of Brodman area

     11)+d₂*right dorso-lateral prefrontal cortex (in vicinity of Brodman area

     9)+d₃*left orbito frontal cortex (in vicinity of Brodman area

     11)+d₄*left dorso-lateral prefrontal cortex (in vicinity of Brodman area

     9))

where d₁=0.1, d₂=0.4, d₃=0.1, d₄=0.4,

whereby said values indicate each subject'"'"'s engagement in features of the brand or product.

36. A method as claimed in claim 1 including the steps of:

(f) simultaneously presenting the brand or product and a semantic probe to the subject during a third period;

(g) determining brain activity of the subject during the third period; and

(h) determining whether there is congruence or incongruence between the attributes associated with the brand or product and the semantic probe by assessing whether there is an increase or decrease in brain activity in step (g) compared to step (d).

37. A method of determining attributes associated with a brand or product including the steps of:

(a) simultaneously presenting the brand or product and a semantic probe to the subject during a first period;

(b) determining brain activity of the subject during the first period;

(c) presenting the neutral visual and/or audio material to a subject during a second period;

(d) determining a reference level of brain activity of the subject during said second period; and

(e) determining whether there is congruence or incongruence between the attributes associated with the brand or product and the semantic probe by assessing whether there is an increase or decrease in brain activity in step (b) compared to step (d).

38. A method as claimed in claim 37 including applying one or more electrodes to the scalp of the subject such that steps (b) and (d) determine brain activities at the right prefrontal site.

39. A method as claimed in claim 37 including the step of displaying steps (a) and (c) as a presentation sequence.

40. A method as claimed in claim 39 wherein each presentation sequence includes a plurality of presentation blocks and ends with step (c) and wherein each presentation block includes step (a).

41. A method as claimed in claim 40 wherein each presentation block includes a third period in which the brand or product is presented to the subject.

42. A method as claimed in claim 39 wherein each presentation block includes a blank period at the beginning or end thereof during which no visual and/or audio material is presented to the subject.

43. A method as claimed in claim 37 wherein steps (a) to (d) are presented to a plurality of subjects and step (e) includes the steps of averaging the differences in brain activities of the subjects.

44. A method as claimed in claim 37 wherein the first period has a duration in the range 0.5 to 5 seconds.

45. A method as claimed in claim 37 wherein the second period has a duration in the range 10 to 60 seconds.

46. A method as claimed in claim 42 wherein the third period has a duration in the range 0.5 to 5 seconds.

47. A method as claimed in claim 42 wherein the blank period has a duration in the range 0 to 5 seconds.

48. A method as claimed in claim 47 wherein the first, third and blank periods are of equal length.

49. A method as claimed in claim 37 wherein the semantic probe is a word or words.

50. A method as claimed in claim 49 including the step of displaying the semantic probe as text.

51. A method as claimed in claim 50 wherein step (a) is carried out by displaying the brand or product on a video screen and the text also displayed on the video screen.

52. A method as claimed in claim 37 wherein steps (b) and (d) are carried out by determining gamma or high frequency EEG or MEG activity.

53. A method as claimed in claim 37 wherein steps (b) and (d) are carried out by detecting EEG or MEG activity in the frequency range 8 to 13 Hz.

54. A method as claimed in claim 37 wherein steps (b) and (d) are carried out by assessment of the phase of steady state visually evoked potentials (SSVEP) in EEG signals obtained from the subject or subjects or by assessment of steady state visually evoked responses (SSVER) in MEG signals obtained from the subject or subjects.

55. A method as claimed in claim 37 wherein steps (b) and (d) are carried out by assessment of EEG signals from the Fps electrode of the subject or each subject.

56. A method as claimed in claim 37 wherein steps (b) and (d) are carried out by assessment of EEG signals and including the step of applying inverse mapping techniques to determine brain activity at the right orbito-frontal cortex in the vicinity of Brodman area 11.

57. A system for determining attributes associated with a brand or product including:

display means for displaying the brand or product image to a subject;

brain activity determining means for determining brain activity of the subject; and

assessment means coupled to receive first output signals from said brain activity determining means in a first period in which the brand or product image is displayed to the subject and to receive second output originals from said brain activity determining means in a second period in which neutral material is displayed to the subject in order to establish a reference level of brain activity, the assessment means being operable to assess differences between said first and second output signals.

58. A system for determining attributes associated with a brand or product including:

display means for displaying the brand or product image to a subject;

brain activity determining means for determining brain activity of the subject; and

assessment means coupled to receive first output signals from said brain activity determining means in a first period in which the brand or product image is displayed to the subject simultaneously with a semantic probe and to receive second output originals from said brain activity determining means in a second period in which neutral material is displayed to the subject in order to establish a reference level of brain activity, the assessment means being operable to assess differences between said first and second output signals.