SYSTEMS AND METHODS TO DETERMINE IMPACT OF TEST SUBJECTS

• US 20130060602A1
• Filed: 05/04/2012
• Published: 03/07/2013
• Est. Priority Date: 05/04/2011
• Status: Abandoned Application

• Current Assignee: Nielsen Company (US) LLC (RR Donnelley & Sons Company)
• Original Assignee: Emsense Corp.
• Inventors: Rupp, Heather, Smith, W. Bryan
• Application Number:
  US13/464,591
• Publication Number:
  US 20130060602A1
• Time in Patent Office: Days
• US Class Current: 705/7.29
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements

Abstract

Example systems and methods to determine the impact or effectiveness of a test subject on a panelist are disclosed herein. An example method involves obtaining first implicit response data from a panelist at a first time period before an interaction during which the panelist is exposed to a test subject, obtaining second implicit response data from the panelist at a second time period after the interaction, and determining an impact of the test subject on the panelist based on the first and second implicit response data.

Claims

1. A method, comprising:

obtaining first implicit response data from a panelist at a first time period before an interaction during which the panelist is exposed to a test subject;

obtaining second implicit response data from the panelist at a second time period after the interaction; and

determining an impact of the test subject on the panelist based on the first and second implicit response data.

2. The method of claim 1, wherein the test subject comprises one or more of media, content, an advertisement, entertainment, a product, a product package, or a brand.

3. The method of claim 1, further comprising obtaining third implicit response data from the panelist at a third time period after the interaction, the third time period being later than the second time period.

5. The method of claim 3, further comprising:

determining a first bias of the panelist before the interaction based on the first implicit response data;

determining a second bias of the panelist based on the second implicit response data; and

determining a direct impact of the test subject based on the first bias and the second bias.

6. The method of claim 5, further comprising:

determining a third bias of the panelist based on the third implicit response data; and

determining a residual impact of the test subject based on the first bias, the second bias, and the third bias.

7. The method of claim 1, wherein one or more of the first implicit response data or the second implicit response data is gathered while the panelist participates in implicit cognitive tasks.

12. The method of claim 1, further comprising:

obtaining first neuro-response data from the panelist during the first time period before the interaction;

obtaining second neuro-response data from the panelist during the interaction; and

determining the impact of the test subject on the panelist based on the first neuro-response data and the second neuro-response data.

14. The method of claim 12, wherein the interaction comprises multisensory stimuli involving more than one sensory modality.

15. The method of claim 14, wherein the interaction includes three or more of a neutralization phase, an anticipation phase, a motor preparation phase, a sensation phase, an experience phase, or an evaluation phase.

16. The method of claim 15, wherein each phase is associated with one or more panelist actions having a fixed duration and a fixed sequence to enable aggregation of the second neuro-response data gathered during the phase with third neuro-response data gathered from a second panelist during a corresponding phase.

17. The method of claim 14, wherein the sensory modality comprises at least one of an auditory, a visual, a somatosensory, a gustatory, or an olfactory sensory modality.

18. The method of claim 12, wherein the first neuro-response data is gathered while the panelist interacts with calibration stimuli to determine at least one of a baseline response tendency, a baseline response sensitivity, or a preference marker associated with the panelist.

20. The method of claim 12, wherein determining the impact of the test subject on the panelist comprises determining at least one of a preference of the panelist for a product associated with the test subject, a change in the preference for a product associated with the test subject, the preference for the product relative to another product, or an effect of a context on the change in the preference, the context comprising at least one of an advertisement, a packaging, or brand affiliation of the panelist associated with the product.

4. (canceled)

8-11. -11. (canceled)

13. (canceled)

19. (canceled)

21-22. -22. (canceled)

23. A system comprising:

an input interface to receive first implicit response data from a panelist at a first time period before an interaction during which the panelist is exposed to a test subject and to receive second implicit response data from the panelist at a second time period after the interaction; and

a data analyzer to analyze the first and second implicit response data to determine an impact of the test subject on the panelist.

34. The system of claim 23, wherein the input interface is to receive first neuro-response data from a panelist during the first time period before the interaction and second neuro-response data from a panelist during the interaction, and the data analyzer is to determine the impact of the test subject on the panelist based on the first neuro-response data and the second neuro-response data

35. The system of claim 34, wherein the data analyzer is to determine an ongoing impact of the test subject on the panelist based on the second neuro-response data, wherein the second neuro-response data is to be obtained from the panelist throughout the first time period, the interaction, and the second time period.

39. The method of claim 34, wherein the interaction comprises multisensory stimuli involving more than one sensory modality.

24-33. -33. (canceled)

36-38. -38. (canceled)

40-44. -44. (canceled)

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

obtain first implicit response data from a panelist at a first time period before an interaction during which the panelist is exposed to a test subject;

obtain second implicit response data from the panelist at a second time period after the interaction; and

determine an impact of the test subject on the panelist based on the first and second implicit response data.

51. A tangible article of manufacturing as described in claim 45, wherein the machine readable instructions, when executed, further cause the machine to:

obtain first neuro-response data from the panelist during the first time period before the interaction;

obtain second neuro-response data from the panelist during the interaction; and

determine the impact of the test subject on the panelist based on the first neuro-response data and the second neuro-response data.

46. (canceled)

47. A tangible article of manufacturing as described in claim 46, wherein the machine readable instructions, when executed, further cause the machine to:

determine a first bias of the panelist before the interaction based on the first implicit response data;

determine a second bias of the panelist based on the second implicit response data; and

determine a direct impact of the test subject based on the first bias and the second bias.

48-50. -50. (canceled)

52-54. -54. (canceled)