AFFECT BASED CONCEPT TESTING

• US 20130115582A1
• Filed: 12/27/2012
• Published: 05/09/2013
• Est. Priority Date: 06/07/2010
• Status: Abandoned Application

• Current Assignee: Affectiva, Inc. (Smart Eye AB)
• Original Assignee: Affectiva, Inc. (Smart Eye AB)
• Inventors: el Kaliouby, Rana, Dreisch, Andrew Edwin, England, Avril, Kodra, Evan
• Application Number:
  US13/728,303
• Publication Number:
  US 20130115582A1
• Time in Patent Office: Days
• US Class Current: 434/237
• CPC Class Codes: A61B 5/0022 Monitoring a patient using a global network, e.g. telephone networks, internet
• CPC Class Codes: A61B 5/02055 Simultaneously evaluating both cardiovascular condition and temperature
• CPC Class Codes: A61B 5/02405 Determining heart rate variability
• CPC Class Codes: A61B 5/0533 Measuring galvanic skin response
• CPC Class Codes: A61B 5/08 Detecting, measuring or recording devices for evaluating the respiratory organs A61B5/0205 takes precedence
• CPC Class Codes: A61B 5/11 Measuring movement of the entire body or parts thereof, e.g. head or hand tremor, mobility of a limb for measuring pulse A61B5/02 ;A61B5/1038 takes precedence; motion detection to correct for motion artifacts in physiological signals A61B5/721
• 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: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0245 Surveys
• CPC Class Codes: G06Q 30/0271 Personalized advertisement
• CPC Class Codes: G09B 19/00 Teaching not covered by other main groups of this subclass teaching or practice apparatus for gun-aiming or gun-laying F41G3/26
• CPC Class Codes: G16H 10/20 for electronic clinical trials or questionnaires
• CPC Class Codes: G16H 20/70 relating to mental therapies, e.g. psychological therapy or autogenous training
• CPC Class Codes: H04N 17/004 for digital television systems
• CPC Class Codes: H04N 21/4223 Cameras H04N23/00 takes precedence
• CPC Class Codes: H04N 21/44008 involving operations for analysing video streams, e.g. detecting features or characteristics in the video stream arrangements characterised by components specially adapted for monitoring, identification or recognition of video in broadcast systems H04H60/59
• CPC Class Codes: H04N 21/4532 involving end-user characteristics, e.g. viewer profile, preferences monitoring of user activities for profile generation for accessing a video database G06F16/739; user profiles in network data switching protocols H04L67/306; processing of user preferences or user profiles in wireless networks H04W8/18
• CPC Class Codes: H04N 21/812 involving advertisement data advertising per se G06Q30/02

Abstract

Analysis of mental states pertaining to concept testing is described. Concepts may be evaluated by seeing a product, seeing a service, seeing a model, viewing an advertisement, and the like. Data which includes facial information is captured for viewers of a concept. Facial and physiological information is gathered for a group of viewers. Demographic information is collected and used as a criterion for evaluating the concept. Data captured from an individual viewer or group of viewers is used to optimize a concept.

Claims

1. A computer implemented method for concept evaluation comprising:

exposing a plurality of people to a concept wherein the exposing includes displaying of a rendering related to the concept on an electronic display;

collecting mental state data from a plurality of people as they are exposed to the concept wherein the mental state data comprises facial data;

analyzing the mental state data to produce mental state information; and

evaluating the concept based on the mental state information.

2. The method of claim 1 further comprising presenting a subset of the mental state information in a visualization.

3. The method of claim 2 wherein the visualization is presented on a second electronic display.

4. The method of claim 3 wherein the visualization further comprises the rendering related to the concept.

5. The method of claim 1 wherein the exposing further comprises collecting responses to questions about the concept from the plurality of people.

6. The method of claim 5 wherein the responses constitute self reporting and the self reporting is correlated to the mental state data which was collected.

7. The method of claim 1 further comprising tracking of eyes for the plurality of people who are exposed to the concept.

8. The method of claim 7 wherein the tracking of the eyes identifies a portion of the rendering on which the eyes are focused.

9. The method of claim 8 further comprising correlating the mental state data which was collected with the portion of the rendering on which the eyes were focused.

10. The method of claim 8 further comprising presenting information on the tracking of the eyes in a visualization.

11. The method of claim 10 wherein the presenting is accomplished with a bee-swarm representation of the information on the tracking of the eyes.

12. The method of claim 11 wherein the bee-swarm representation includes a breakout by demographics.

13. The method of claim 11 wherein the bee-swarm representation includes information on the mental state data.

14. The method of claim 1 wherein the rendering includes one of a series of images and a video.

15. The method of claim 1 wherein the evaluating includes prediction of buying likelihood.

16. The method of claim 1 wherein the evaluating includes identification of demographics, within the plurality of people, to target for the concept.

17. The method of claim 1 wherein the evaluating includes clustering of the concept based on effectiveness.

18. The method of claim 1 further comprising optimizing the concept based on the mental state information.

19. The method of claim 1 wherein the collecting mental state data further comprises collecting one or more of physiological data and actigraphy data.

20. The method of claim 19 wherein a webcam is used to capture one or more of the facial data and the physiological data.

21. The method of claim 1 further comprising inferring mental states about the concept based on the mental state data which was collected wherein the mental states include one or more of frustration, confusion, disappointment, hesitation, cognitive overload, focusing, engagement, attention, boredom, exploration, confidence, trust, delight, disgust, skepticism, doubt, satisfaction, excitement, laughter, calmness, stress, and curiosity.

22. The method of claim 1 wherein the exposing further comprises viewing an advertisement, seeing a product, seeing a service, and seeing a model.

23. A computer program product embodied in a non-transitory computer readable medium for concept evaluation, the computer program product comprising:

code for exposing a plurality of people to a concept wherein the exposing includes displaying of a rendering related to the concept on an electronic display;

code for collecting mental state data from a plurality of people as they are exposed to the concept wherein the mental state data comprises facial data;

code for analyzing the mental state data to produce mental state information; and

code for evaluating the concept based on the mental state information.

24. A computer system for concept evaluation comprising:

a memory which stores instructions;

one or more processors attached to the memory wherein the one or more processors, when executing the instructions which are stored, are configured to;

expose a plurality of people to a concept wherein the exposing includes displaying of a rendering related to the concept on an electronic display;

collect mental state data from a plurality of people as they are exposed to the concept wherein the mental state data comprises facial data;

analyze the mental state data to produce mental state information; and

evaluate the concept based on the mental state information.