Systems and Methods for Generating Bio-Sensory Metrics

• US 20110085700A1
• Filed: 07/13/2010
• Published: 04/14/2011
• Est. Priority Date: 07/13/2009
• Status: Abandoned Application

• Current Assignee: Nielsen Company (US) LLC (RR Donnelley & Sons Company)
• Original Assignee: Nielsen Company (US) LLC (RR Donnelley & Sons Company)
• Inventors: Lee, Hans C.
• Application Number:
  US12/835,714
• Publication Number:
  US 20110085700A1
• Time in Patent Office: Days
• US Class Current: 382/103
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06V 20/52 Surveillance or monitoring of activities, e.g. for recognising suspicious objects recognising microscopic objects G06V20/69

Abstract

Neuromarketing processing systems and methods are described that provide marketers with a window into the mind of the consumer with a scientifically validated, quantitatively-based means of bio-sensory measurement. The neuromarketing processing system generates, from bio-sensory inputs, quantitative models of consumers'"'"' responses to information in the consumer environment, under an embodiment. The quantitative models provide information including consumers'"'"' emotion, engagement, cognition, and feelings. The information in the consumer environment includes advertising, packaging, in-store marketing, and online marketing.

Claims

1. A method running on a processor for automatically segmenting video data of subjects, the method comprising:

capturing eye tracking data of subjects and identifying a plurality of gaze locations;

computing a gaze distance and a gaze velocity from the plurality of gaze locations;

identifying fixations, wherein a fixation defines a region of interest (ROI); and

automatically segmenting the eye tracking data by grouping continuous blocks of the fixations into ROI events.

2. The method of claim 1, comprising computing the gaze distance as a distance between consecutive gaze locations.

3. The method of claim 2, wherein the gaze location is recorded as coordinate pairs in a machine-readable text file.

4. The method of claim 3, wherein the gaze distance is distance between consecutive ones of the coordinate pairs corresponding to the gaze locations.

5. The method of claim 1, comprising computing the gaze velocity as a time derivative of the gaze distance.

6. The method of claim 5, wherein the fixation is a period of time during which the gaze velocity is less than a threshold velocity.

7. The method of claim 6, comprising empirically setting the threshold velocity based on a distribution of the gaze distance.

8. The method of claim 1, comprising automatically segmenting the eye tracking data into ROIs based on eye tracking gaze velocity.

9. The method of claim 1, comprising correcting the gaze velocity for optical flow.

10. The method of claim 9, wherein the eye tracking data is video, wherein the correcting comprises computing a cross correlation between consecutive frames of the video.

11. The method of claim 10, wherein the computing of the cross correlation comprises computing the cross correlation in rectangular windows centered around coordinates of the gaze velocity.

12. The method of claim 10, comprising identifying a correlation peak coordinate as a coordinate of a global correlation maximum of the cross correlation.

13. The method of claim 12, comprising determining the optical flow as a vector distance between the correlation peak coordinate of the consecutive frames of the video.

14. The method of claim 13, comprising subtracting the optical flow from the gaze velocity.

15. The method of claim 14, comprising downsampling by a constant factor the frames of the video.

16. The method of claim 13, comprising:

during the determining of the optical flow, skipping at least one skipped frame;

filling in for the at least one skipped frame using linear interpolation.

17. The method of claim 16, wherein the at least one skipped frame comprises a constant number of frames.

18. The method of claim 1, comprising:

writing the ROI events to an event file; and

performing metadata tagging using contents of the event file.

19. The method of claim 18, wherein the eye tracking data is market research video data of the subjects in an environment in which the subjects make purchasing decisions.

20. The method of claim 19, wherein the performing of the metadata tagging includes use of location data of the subjects in the environment.

21. The method of claim 19, wherein the performing of the metadata tagging includes use of body position data of the subjects in the environment.

22. The method of claim 19, wherein the performing of the metadata tagging includes use of location data and body position data of the subjects in the environment.

23. The method of claim 19, wherein the fixation is a period of time when visual attention of a subject is fixated on an object of a plurality of objects present in the environment.

24. The method of claim 23, wherein the period of time exceeds approximately 100 milliseconds.

25. The method of claim 23, comprising generating a list of objects captured in the video data, wherein the list of objects comprises the plurality of objects.

26. The method of claim 25, wherein the generating of the list of objects comprises generating a list of bounding boxes, wherein each bounding box has a position defined by pixels and corresponds to an object of the list of objects.

27. The method of claim 25, comprising, for each fixation, placing a marker in the video data, wherein the marker identifies a location in the environment where the subject is looking.

28. The method of claim 27, comprising selecting an object corresponding to the location in the environment where the subject is looking, wherein the list of objects comprises the object.

29. The method of claim 25, wherein an object of the list of objects includes at least one of a product, a person, a shelf in the environment, and a floor layout in the environment.

30. A method running on a processor and automatically segmenting data into regions of interest (ROIs), the method comprising:

capturing eye tracking data of subjects;

identifying a plurality of gaze locations from the eye tracking data;

computing a gaze distance as a distance between consecutive gaze locations;

computing a gaze velocity as a time derivative of the gaze distance;

identifying fixations, wherein a fixation defines a ROI and is a period of time during which the gaze velocity is less than a threshold velocity; and

automatically segmenting the eye tracking data into ROIs based on eye tracking gaze velocity by grouping continuous blocks of the fixations into ROI events.

31. A method for processing video data running on a processor, the method comprising:

identifying a plurality of gaze locations from subjects of the video data;

computing a gaze distance and a gaze velocity from the plurality of gaze locations;

identifying fixations, wherein a fixation is a period of time during which the gaze velocity is less than a threshold velocity;

generating a list of objects in the video data, wherein each object of the list of objects has a position defined by pixels;

placing a marker in the video data, for each fixation, wherein the marker identifies a location in the environment where a subject is looking;

selecting an object corresponding to the location in the environment where the subject is looking, wherein the list of objects comprises the object.

32. A system for processing video data of subjects, the system comprising:

at least one data collection device;

a processor coupled to the at least one data collection device;

wherein the processor receives bio-sensory data from the at least one data collection device, the bio-sensory data including eye tracking data of subjects;

wherein the processor identifies a plurality of gaze locations from the eye tracking data;

wherein the processor computes a gaze distance and a gaze velocity from the plurality of gaze locations;

wherein the processor identifies fixations, wherein a fixation defines a region of interest (ROI); and

wherein the processor automatically segments the eye tracking data by grouping continuous blocks of the fixations into ROI events.

33. The system of claim 32, wherein the processor computes the gaze distance as a distance between consecutive gaze locations, wherein the gaze distance is distance between consecutive ones of the coordinate pairs corresponding to the gaze locations.

34. The system of claim 32, wherein the processor computes the gaze velocity as a time derivative of the gaze distance, wherein the fixation is a period of time during which the gaze velocity is less than a threshold velocity.

35. The system of claim 32, wherein the processor automatically segments the eye tracking data into ROIs based on eye tracking gaze velocity.

36. The system of claim 32, wherein the processor corrects the gaze velocity for optical flow.

37. The system of claim 36, wherein the eye tracking data is video, wherein the correcting comprises computing a cross correlation between consecutive frames of the video, wherein the computing of the cross correlation comprises computing the cross correlation in rectangular windows centered around coordinates of the gaze velocity.

38. The system of claim 37, wherein the processor identifies a correlation peak coordinate as a coordinate of a global correlation maximum of the cross correlation.

39. The system of claim 38, wherein the processor determines the optical flow as a vector distance between the correlation peak coordinate of the consecutive frames of the video.

40. The system of claim 39, wherein the processor subtracts the optical flow from the gaze velocity.

41. The system of claim 32, wherein the processor writes the ROI events to an event file and performs metadata tagging using contents of the event file.

42. The system of claim 41, wherein the eye tracking data is market research video data of the subjects in an environment in which the subjects make purchasing decisions.

43. The system of claim 42, wherein the performing of the metadata tagging includes use of at least one of location data and body position data of the subjects in the environment.

44. The system of claim 42, wherein the fixation is a period of time when visual attention of a subject is fixated on an object of a plurality of objects present in the environment.

45. The system of claim 44, wherein the processor generats a list of objects captured in the video data, wherein the list of objects comprises the plurality of objects.

46. The system of claim 45, wherein the generating of the list of objects comprises generating a list of bounding boxes, wherein each bounding box has a position defined by pixels and corresponds to an object of the list of objects.

47. The system of claim 45, wherein the processor, for each fixation, places a marker in the video data, wherein the marker identifies a location in the environment where the subject is looking.

48. The system of claim 47, wherein the processor selects an object corresponding to the location in the environment where the subject is looking, wherein the list of objects comprises the object.

49. The system of claim 45, wherein an object of the list of objects includes at least one of a product, a person, a shelf in the environment, and a floor layout in the environment.

50. A system for processing bio-sensory data of subjects, the system comprising:

at least one data collection device;

a processor coupled to the at least one data collection device, wherein the processor receives the bio-sensory data from the at least one data collection device;

wherein the processor identifies a plurality of gaze locations from the bio-sensory data and computes a gaze distance and a gaze velocity from the plurality of gaze locations;

wherein the processor identifies fixations, wherein a fixation is a period of time during which the gaze velocity is less than a threshold velocity;

wherein the processor generates a list of objects in the video data, wherein each object of the list of objects has a position defined by pixels;

wherein the processor places a marker in the video data, for each fixation, wherein the marker identifies a location in the environment where a subject is looking; and

wherein the processor selects an object corresponding to the location in the environment where the subject is looking, wherein the list of objects comprises the object.