STIMULUS PLACEMENT SYSTEM USING SUBJECT NEURO-RESPONSE MEASUREMENTS

• US 20130185141A1
• Filed: 12/28/2012
• Published: 07/18/2013
• Est. Priority Date: 08/28/2007
• 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 10,127,572 B2
• Time in Patent Office: Days
• US Class Current: 705/14.41
• CPC Class Codes: A61B 5/318 Heart-related electrical modalities, e.g. electrocardiography [ECG]
• CPC Class Codes: A61B 5/375 using biofeedback
• CPC Class Codes: A61B 5/389 Electromyography [EMG]
• CPC Class Codes: A61B 5/398 Electrooculography [EOG], e.g. detecting nystagmus; Electroretinography [ERG]
• CPC Class Codes: A61B 5/4035 Evaluating the autonomic nervous system
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements

Abstract

Example methods, apparatus, systems and machine readable media are disclosed herein for selecting advertisement or entertainment location based on neuro-response data. An example method includes analyzing first neuro-response data from a first subject exposed to source material. The example method also includes identifying a candidate location in the source material for introduction of an advertisement or entertainment based on the first neuro-response data. In addition, the example method includes analyzing second neuro-response data from at least one of the first subject and a second subject exposed to a combination of the source material and the advertisement or entertainment inserted in the candidate location. The example also includes determining an effectiveness of the advertisement or entertainment based on the second neuro-response data.

Claims

1. (canceled)

2. A method, comprising:

analyzing first neuro-response data from a first subject exposed to source material;

identifying a candidate location in the source material for introduction of an advertisement or entertainment based on the first neuro-response data;

analyzing second neuro-response data from at least one of the first subject and a second subject exposed to a combination of the source material and the advertisement or entertainment inserted in the candidate location; and

determining an effectiveness of the advertisement or entertainment based on the second neuro-response data.

3. The method of claim 2, wherein the neuro-response data comprises a first frequency band of electroencephalographic data and a second frequency band of electroencephalographic data, the second frequency band being different than the first frequency band, and wherein identifying the candidate location is based on an interaction between the first frequency band and the second frequency band.

4. The method of claim 3, wherein the interaction comprises a degree of coherence between a first change in amplitude of the first frequency band and a second change in amplitude of the second frequency band.

5. The method of claim 2, wherein the first neuro-response data comprises first electroencephalographic data from a first region of a brain of the first subject and second electroencephalographic data from a second region of the brain, and wherein identifying the candidate location is based on an interaction between the first electroencephalographic data and the second electroencephalographic data.

6. The method of claim 5, wherein the interaction comprises a degree of coherence between a first change in amplitude of the first electroencephalographic data and a second change in amplitude of the second electroencephalographic data.

7. The method of claim 2, wherein identifying the candidate location is further based on a visual characteristic of the candidate location.

8. The method of claim 2, wherein identifying the candidate location is further based on a temporal characteristic of the candidate location.

9. The method of claim 2 further comprising:

assigning a first numerical value to a first portion of the first neuro-response data gathered from a first portion of the source material, the first neuro-response data comprising first electroencephalographic data having a first frequency and the first numerical value based on at least one of a first amplitude of the first frequency or a first change in the first amplitude of the first frequency;

assigning a second numerical value to a second portion of the first neuro-response data gathered from a second portion of the source material, the first neuro-response data comprising second electroencephalographic data having a second frequency and the second numerical value based on at least one of a second amplitude of the second frequency or a second change in the second amplitude of the second frequency;

determining which of the first numerical value or the second number value is the lower numerical value;

identifying which of the first portion of the first neuro-response data or the second portion of the first neuro-response data corresponds to the lower numerical value; and

identifying the candidate location as the one of the first portion of the source material or the second portion of the source material corresponding to the first portion of the first neuro-response data or the second portion of the first neuro-response data having the lower numerical value.

10. The method of claim 9, wherein the first frequency and the second frequency are a same frequency gathered at different times.

11. A system, comprising:

an analyzer to analyze first neuro-response data from a first subject exposed to source material; and

a processor to identifying a candidate location in the source material for introduction of an advertisement or entertainment based on the first neuro-response data,

the analyzer to analyze second neuro-response data from at least one of the first subject and a second subject exposed to a combination of the source material and the advertisement or entertainment inserted in the candidate location, and

the processor to determine an effectiveness of the advertisement or entertainment based on the second neuro-response data.

12. The system of claim 11, wherein the neuro-response data comprises a first frequency band of electroencephalographic data and a second frequency band of electroencephalographic data, the second frequency band being different than the first frequency band, and the processor to identify the candidate location based on a degree of coherence between a first change in amplitude of the first frequency band and a second change in amplitude of the second frequency band.

13. The system of claim 11, wherein the first neuro-response data comprises first electroencephalographic data from a first region of a brain of the first subject and second electroencephalographic data from a second region of the brain, and the processor is to identify the candidate location based on a degree of coherence between a first change in amplitude of the first electroencephalographic data and a second change in amplitude of the second electroencephalographic data.

14. The system of claim 11, wherein the processor is to identify the candidate location based on a visual characteristic of the candidate location.

15. The system of claim 11, wherein the processor is to identify the candidate location based on a temporal characteristic of the candidate location.

16. The system of claim 11, wherein the processor is to:

assign a first numerical value to a first portion of the first neuro-response data gathered from a first portion of the source material, the first neuro-response data comprising first electroencephalographic data having a first frequency and the first numerical value based on at least one of a first amplitude of the first frequency or a first change in the first amplitude of the first frequency;

assign a second numerical value to a second portion of the first neuro-response data gathered from a second portion of the source material, the first neuro-response data comprising second electroencephalographic data having a second frequency and the second numerical value based on at least one of a second amplitude of the second frequency or a second change in the second amplitude of the second frequency;

determine which of the first numerical value or the second number value is the lower numerical value;

identify which of the first portion of the first neuro-response data or the second portion of the first neuro-response data corresponds to the lower numerical value; and

identify the candidate location as the one of the first portion of the source material or the second portion of the source material corresponding to the first portion of the first neuro-response data or the second portion of the first neuro-response data having the lower numerical value.

17. The system of claim 16, wherein the first frequency and the second frequency are a same frequency gathered at different times.

18. A tangible machine readable storage device or storage disc comprising machine readable instructions which, when read, cause a machine to at least:

analyze first neuro-response data from a first subject exposed to source material; and

identifying a candidate location in the source material for introduction of an advertisement or entertainment based on the first neuro-response data;

analyze second neuro-response data from at least one of the first subject and a second subject exposed to a combination of the source material and the advertisement or entertainment inserted in the candidate location; and

determine an effectiveness of the advertisement or entertainment based on the second neuro-response data.

19. The machine readable device or disc of claim 18, wherein the neuro-response data comprises a first frequency band of electroencephalographic data and a second frequency band of electroencephalographic data, the second frequency band being different than the first frequency band, and wherein the instructions cause the machine to identify the candidate location based on a degree of coherence between a first change in amplitude of the first frequency band and a second change in amplitude of the second frequency band.

20. The machine readable device or disc of claim 18, wherein the first neuro-response data comprises first electroencephalographic data from a first region of a brain of the first subject and second electroencephalographic data from a second region of the brain, and the instructions cause the machine to identify the candidate location based on a degree of coherence between a first change in amplitude of the first electroencephalographic data and a second change in amplitude of the second electroencephalographic data.

21. The machine readable device or disc of claim 18, wherein the instructions cause the machine to:

assign a first numerical value to a first portion of the first neuro-response data gathered from a first portion of the source material, the first neuro-response data comprising first electroencephalographic data having a first frequency and the first numerical value based on at least one of a first amplitude of the first frequency or a first change in the first amplitude of the first frequency;

assign a second numerical value to a second portion of the first neuro-response data gathered from a second portion of the source material, the first neuro-response data comprising second electroencephalographic data having a second frequency and the second numerical value based on at least one of a second amplitude of the second frequency or a second change in the second amplitude of the second frequency;

determine which of the first numerical value or the second number value is the lower numerical value;

identify which of the first portion of the first neuro-response data or the second portion of the first neuro-response data corresponds to the lower numerical value; and

identify the candidate location as the one of the first portion of the source material or the second portion of the source material corresponding to the first portion of the first neuro-response data or the second portion of the first neuro-response data having the lower numerical value.