INTRACLUSTER CONTENT MANAGEMENT USING NEURO-RESPONSE PRIMING DATA

• US 20120253921A1
• Filed: 04/11/2012
• Published: 10/04/2012
• Est. Priority Date: 10/29/2009
• Status: Active Grant

• Current Assignee: Nielsen Consumer LLC (Nielsen Holdings plc)
• Original Assignee: Nielsen Company (US) LLC (RR Donnelley & Sons Company)
• Inventors: Pradeep, Anantha, Knight, Robert T., Gurumoorthy, Ramachandran
• Granted Patent: US 8,762,202 B2
• Time in Patent Office: Days
• US Class Current: 705/14.42
• 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: A61B 5/377 using evoked responses
• CPC Class Codes: A61B 5/7207 of noise induced by motion artifacts
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0254 based on statistics

Abstract

A system uses neuro-response information to evaluate content within a cluster, such as commercials in a pod, advertisements in a frame, or products on a shelf, to determine priming characteristics associated with each pieces of content within the cluster. The priming characteristics and other data are combined to obtain blended attributes. The blended attributes are correlated with each piece of intracluster content to allow intelligent management including selection, arrangement, ordering, presentation, and/or scheduling of intracluster content. Intracluster content may also use priming characteristics associated with extracluster content to further improve management.

Claims

1. A method, comprising:

analyzing first neuro-response data obtained from a subject exposed to a first advertisement;

analyzing second neuro-response data obtained from the subject exposed to a second advertisement;

using a processor to determine a first priming characteristic associated with the first advertisement based on the first neuro-response data and to determine a second priming characteristic associated with the second advertisement based on the second neuro-response data;

selecting a first position from a first plurality of positions in a first advertisement break for placement of the first advertisement; and

selecting a second position from the first plurality of positions in the first advertisement break for placement of the second advertisement based on at least one of the first priming characteristic or the second priming characteristic.

2. The method of claim 1 further comprising determining a first resonance to the first advertisement based on the first neuro-response data and a second resonance to the second advertisement based on the second neuro-response data.

3. The method of claim 2 further comprising selecting the first position based on the first resonance and selecting the second position based on the second priming characteristic and the second resonance.

4. The method of claim 2 further comprising determining the first resonance based on one or more of an event related potential or an event related power spectral perturbation.

5. The method of claim 2 further comprising determining the first resonance based on a differential measurement of event related potential time domain components at multiple regions of a brain of the subject.

6. The method of claim 2 further comprising determining the first resonance based on event related time-frequency analysis of a differential response.

7. The method of claim 1 further comprising basing the first priming characteristic on third neuro-response data obtained from the subject while exposed to entertainment preceding the first advertisement.

8. A system, comprising:

a processor to;

analyze first neuro-response data obtained from a subject exposed to a first advertisement;

analyze second neuro-response data obtained from the subject exposed to a second advertisement;

determine a first priming characteristic associated with the first advertisement based on the first neuro-response data; and

determine a second priming characteristic associated with the second advertisement based on the second neuro-response data; and

a selector to;

select a first position from a first plurality of positions in a first advertisement break or from a second plurality of positions in a second advertisement break for placement of the first advertisement based on the first priming characteristic; and

select a second position from the first plurality of positions in the first advertisement break or from the second plurality of positions in the second advertisement break for placement of the second advertisement based on the second priming characteristic.

9. The system of claim 8, wherein the first position and the second position are in different advertisement breaks.

10. The system of claim 8, wherein the processor is to determine a first resonance to the first advertisement based on the first neuro-response data and a second response to the second advertisement based on the second neuro-response data.

11. The system of claim 10, wherein the selector is to select the first position based on the first priming characteristic and the first resonance and selecting the second position based on the second priming characteristic and the second resonance.

12. The system of claim 10, wherein the processor is to determine the first resonance based on one or more of an event related potential or an event related power spectral perturbation.

13. The system of claim 10, wherein the processor is to determine the first resonance based on a differential measurement of event related potential time domain components at multiple regions of a brain of the subject.

14. The system of claim 10, wherein the processor is to determine the first resonance based on event related time-frequency analysis of a differential response.

15. The system of claim 10, wherein the processor is to base the first priming characteristic on third neuro-response data obtained from the subject while exposed to entertainment preceding the first advertisement.

16. A computer readable storage medium comprising instructions, which when executed cause a machine to at least:

analyze first neuro-response data obtained from a subject exposed to a first advertisement;

analyze second neuro-response data obtained from the subject exposed to a second advertisement;

determine a first priming characteristic associated with the first advertisement based on the first neuro-response data;

determine a second priming characteristic associated with the second advertisement based on the second neuro-response data;

select a first position from a first plurality of positions in a first advertisement break for placement of the first advertisement; and

select a second position from the first plurality of positions in the first advertisement break for placement of the second advertisement based on at least one of the first priming characteristic or the second priming characteristic.

17. The medium of claim 16, wherein the instructions further cause the machine to determine a first resonance to the first advertisement based on the first neuro-response data and a second resonance to the second advertisement based on the second neuro-response data.

18. The medium of claim 17, wherein the instructions further cause the machine to determine the first resonance based on one or more of an event related potential or an event related power spectral perturbation.

19. The medium of claim 17, wherein the instructions further cause the machine to determine the first resonance based on a differential measurement of event related potential time domain components at multiple regions of a brain of the subject.

20. The medium of claim 17, wherein the instructions further cause the machine to determine the first resonance based on event related time-frequency analysis of a differential response.