GENERATING RATINGS PREDICTIONS USING NEURO-RESPONSE DATA

• US 20110106750A1
• Filed: 10/29/2009
• Published: 05/05/2011
• Est. Priority Date: 10/29/2009
• 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:
  US12/608,685
• Publication Number:
  US 20110106750A1
• Time in Patent Office: Days
• US Class Current: 706/54
• CPC Class Codes: A61B 5/0533 Measuring galvanic skin response
• CPC Class Codes: A61B 5/055 involving electronic [EMR] or nuclear [NMR] magnetic resonance, e.g. magnetic resonance imaging
• CPC Class Codes: A61B 5/163 by tracking eye movement, gaze, or pupil change
• CPC Class Codes: A61B 5/165 Evaluating the state of mind, e.g. depression, anxiety
• CPC Class Codes: A61B 5/369 Electroencephalography [EEG] devices for psychotechnics A61B5/16
• CPC Class Codes: A61B 5/378 Visual stimuli
• CPC Class Codes: A61B 5/398 Electrooculography [EOG], e.g. detecting nystagmus; Electroretinography [ERG]
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0202 Market predictions or forecasting for commercial activities
• CPC Class Codes: G06Q 30/0203 Market surveys; Market polls
• CPC Class Codes: G16H 10/60 for patient-specific data, e.g. for electronic patient records
• CPC Class Codes: G16H 15/00 ICT specially adapted for medical reports, e.g. generation or transmission thereof
• CPC Class Codes: G16H 50/50 for simulation or modelling of medical disorders

Abstract

A system evaluates media materials such as programs and advertising by obtaining neuro-response data such as central nervous system, autonomic nervous system, and effector system measurements from subjects exposed to the media materials. Media materials are categorized and/or tagged. Corresponding media materials eliciting similar neuro-response data from users in similar demographic categories are identified. In some examples, ratings predictions are generated by identifying ratings associated with corresponding media materials eliciting similar neuro-response data.

Claims

1. A method, comprising:

obtaining neuro-response data from a plurality of subjects exposed to media materials;

maintaining the neuro-response data and ratings information for the media materials in a ratings prediction generator repository;

obtaining predictive neuro-response data from a subject exposed to candidate media materials;

generating ratings predictions for the candidate media materials.

2. The method of claim 1, further comprising identifying neuro-response data from the ratings prediction generator repository that corresponds with the predictive neuro-response data.

3. The method of claim 1, further comprising maintaining demographic information along with the neuro-response data and the ratings information.

4. The method of claim 3, wherein identifying neuro-response data from the rating prediction generator repository that corresponds with the predictive neuro-response data comprises identifying neuro-response data from subjects in similar demographic groups.

5. The method of claim 1, further comprising tagging and characterizing media materials.

6. The method of claim 5, wherein identifying neuro-response data from the rating prediction generator repository that corresponds with the predictive neuro-response data comprises identifying media materials having similar tags and characteristics.

7. The method of claim 1, wherein neuro-response data is collected using a plurality of modalities including Electroencephalography (EEG) and Electrooculography (EOG).

8. The method of claim 1, wherein obtaining neuro-response data comprises obtaining target and distracter event related potential (ERP) measurements to determine differential measurements of ERP time domain components at multiple regions of the brain (DERP).

9. The method of claim 1, wherein obtaining neuro-response data further comprises obtaining event related time-frequency analysis of the differential response to assess the attention, emotion and memory retention (DERPSPs) across multiple frequency bands.

10. An apparatus, comprising:

a data collection device configured to obtain neuro-response data from a plurality of subjects exposed to media materials and predictive neuro-response data from a subject exposed to candidate media materials;

an interface configured to receive ratings information for the media materials;

a data repository configured to maintain the neuro-response data and ratings information for the media materials;

a data analyzer configured to identify neuro-response data from the ratings prediction generator repository that corresponds with the predictive neuro-response data and generate ratings predictions for the candidate media materials.

11. The system of claim 10, wherein demographic information is maintained along with the neuro-response data and the ratings information.

12. The system of claim 11, wherein identifying neuro-response data from the rating prediction generator repository that corresponds with the predictive neuro-response data comprises identifying neuro-response data from subjects in similar demographic groups.

13. The system of claim 10, wherein media materials are characterized and tagged.

14. The system of claim 13, wherein identifying neuro-response data from the rating prediction generator repository that corresponds with the predictive neuro-response data comprises identifying media materials having similar tags and characteristics.

15. The system of claim 10, wherein neuro-response data is collected using a plurality of modalities including Electroencephalography (EEG) and Electrooculography (EOG).

16. The system of claim 10, wherein obtaining neuro-response data comprises obtaining target and distracter event related potential (ERP) measurements to determine differential measurements of ERP time domain components at multiple regions of the brain (DERP).

17. The system of claim 10, wherein obtaining neuro-response data further comprises obtaining event related time-frequency analysis of the differential response to assess the attention, emotion and memory retention (DERPSPs) across multiple frequency bands.

18. A system, comprising:

means for obtaining neuro-response data from a plurality of subjects exposed to media materials;

means for receiving ratings information for the media materials;

means for maintaining the neuro-response data and the ratings information for the media materials in a ratings prediction generator repository;

means for obtaining predictive neuro-response data from a subject exposed to candidate media materials;

means for identifying neuro-response data from the ratings prediction generator repository that corresponds with the predictive neuro-response data;

means for generating ratings predictions for the candidate media materials.

19. The method of claim 18, further comprising identifying neuro-response data from the ratings prediction generator repository that corresponds with the predictive neuro-response data.

20. The system of claim 18, further comprising means for maintaining demographic information along with the neuro-response data and the ratings information.