SHORT IMAGERY TASK (SIT) RESEARCH METHOD

• US 20110256520A1
• Filed: 04/19/2011
• Published: 10/20/2011
• Est. Priority Date: 04/19/2010
• Status: Active Grant

• Current Assignee: Nielsen Consumer LLC (Nielsen Holdings plc)
• Original Assignee: Innerscope Research, Inc. (Nielsen Holdings plc)
• Inventors: Siefert, Caleb J.
• Granted Patent: US 8,684,742 B2
• Time in Patent Office: Days
• US Class Current: 434/322
• CPC Class Codes: A61B 3/112 for measuring diameter of pupils
• CPC Class Codes: A61B 5/0205 Simultaneously evaluating both cardiovascular conditions and different types of body conditions, e.g. heart and respiratory condition
• CPC Class Codes: A61B 5/024 Detecting, measuring or recording pulse rate or heart rate A61B5/0205, A61B5/021 take precedence
• CPC Class Codes: A61B 5/0531 Measuring skin impedance
• CPC Class Codes: A61B 5/0816 Measuring devices for examining respiratory frequency measuring frequency of electric signals G01R23/00
• CPC Class Codes: A61B 5/162 Testing reaction times
• CPC Class Codes: A61B 5/165 Evaluating the state of mind, e.g. depression, anxiety
• CPC Class Codes: G06F 3/013 Eye tracking input arrangements G06F3/015 takes precedence
• CPC Class Codes: G06V 40/70 Multimodal biometrics, e.g. combining information from different biometric modalities
• CPC Class Codes: G09B 5/065 Combinations of audio and video presentations, e.g. videotapes, videodiscs, television systems
• CPC Class Codes: G09B 5/10 all student stations being capable of presenting the same information simultaneously G09B5/14 takes precedence
• CPC Class Codes: G09B 7/073 all student stations being capable of presenting the same questions simultaneously
• CPC Class Codes: G16H 10/20 for electronic clinical trials or questionnaires

Abstract

The present invention relates to biologically and behaviorally based methods of measuring audience response to a short stimulus.

Claims

1. A method of determining a measure of response of an audience to a target stimulus comprising:

providing a biometric sensor device operable to measure at least a first biometric parameter and a second biometric parameter;

providing each participant an eye tracking device;

exposing each participant of the audience to a presentation over a period of time wherein the presentation includes a first series of standardized stimuli, at least one target stimulus, and a second series of standardized stimuli and wherein each participant is exposed to a null exposure following exposure to each stimulus;

providing a computer system operable to receive data representative of the at least two biometric parameters, wherein the computer further comprises a memory for storing the data;

re-exposing each participant to the at least one target stimulus;

providing each participant at least one self-report question;

calculating a single physiological score for each participant based on the data collected on the at least two biometric parameters;

calculating an Emotional Impact Score for the audience using each participant'"'"'s single physiological score; and

calculating an Explicit Emotion Score.

2. The method of claim 1, wherein the first series of standardized stimuli comprises between 4 and 20 standardized images and wherein the second series of standardized stimuli comprises between 4 and 20 standardized images.

3. The method of claim 1, wherein the biometric sensor device is operable to measure at least a third biometric parameter.

4. The method of claim 1, further comprising plotting the Emotional Impact Score and the Explicit Emotion Score for the audience on a biphasic graph.

5. A method of determining a measure of response of an audience to a target stimulus comprising:

providing each participant a biometric sensor device capable of measuring at least two biometric parameters;

providing each participant an eye tracking device;

exposing each participant to a series of standardized stimuli, wherein each standardized image is followed by a null exposure;

exposing each participant to a first target stimulus, wherein the target stimulus is followed by a null exposure;

exposing each participant to a series of standardized stimuli, wherein each standardized image is followed by a null exposure;

measuring at least two biometric parameters during each exposure;

providing a computer system connected to the biometric sensor operable to receive data representative of the at least two biometric parameters and operable to integrate the data across channels into a single physiological score;

re-exposing each participant to each target stimulus;

providing each participant at least one self-report question;

calculating a single physiological score for each participant based on the data collected on the at least two biometric parameters;

calculating an Emotional Impact Score for the audience using each participant'"'"'s single physiological score; and

calculating an Explicit Emotion Score.

6. The method of claim 5, wherein the audience comprises at least 10 participants.

7. The method of claim 5, further comprising a Top of the Mind Task.

8. The method of claim 5, further comprising plotting the Emotional Impact Score and the Explicit Emotion Score for the audience on a biphasic graph.

9. A method of determining a measure of response of an audience to a target stimulus comprising:

providing a first biometric sensor device operable to measure at least one biometric parameters;

providing a second biometric sensor device operable to measure at least two biometric parameters;

providing each participant an eye tracking device operable to determine one or more gaze locations over a presentation where at least one participant is looking;

exposing each participant of the audience to a presentation over a period of time wherein the presentation includes a first series of standardized stimuli, at least one target stimulus, and a second series of standardized stimuli and wherein each participant is exposed to a null exposure for a period of time following exposure to each stimulus;

providing a computer system operable to receive data representative of the at least two biometric parameters, wherein the computer further comprises a memory for storing the data;

re-exposing each participant to the at least one target stimulus;

providing each participant at least one self-report question;

calculating a single physiological score for each participant based on the data collected on the at least two biometric parameters;

calculating an Emotional Impact Score for the audience using each participant'"'"'s single physiological score; and

calculating an Explicit Emotion Score for the audience using each participant'"'"'s response to the at least one self-report question.

10. The method of claim 9, further comprising plotting the Emotional Impact Score and the Explicit Emotion Score for the audience on a biphasic graph.

11. The method of claim 9, wherein the participant is provided at least three self-report questions.

12. The method of claim 9, wherein each participant is exposed to the standardized stimuli and the at least one target stimulus for between about 5 seconds and about 20 seconds, and wherein each participant is exposed to a null exposure for between about 5 seconds and about 15 seconds.

13. The method of claim 9, further comprising providing each participant with at least three self-report questions and calculating an Explicit Emotion Score for the audience using each participant'"'"'s response to the at least three self-report questions.