SYSTEMS AND METHODS FOR ANALYZING NEURO-REPONSE DATA AND VIRTUAL REALITY ENVIRONMENTS

• US 20130185144A1
• Filed: 12/07/2012
• Published: 07/18/2013
• Est. Priority Date: 08/09/2010
• Status: Active Application

• Current Assignee: The Nielsen Company LLC (MOOD Media Corporation)
• Original Assignee: The Nielsen Company LLC (MOOD Media Corporation)
• Inventors: Pradeep, Anantha, Knight, Robert T., Gurumoorthy, Ramachandran
• Application Number:
  US13/708,525
• Publication Number:
  US 20130185144A1
• Time in Patent Office: Days
• US Class Current: 705/14.43
• CPC Class Codes: A61B 3/112 for measuring diameter of pupils
• CPC Class Codes: A61B 3/113 for determining or recording eye movement
• CPC Class Codes: A61B 5/055 involving electronic [EMR] or nuclear [NMR] magnetic resonance, e.g. magnetic resonance imaging
• CPC Class Codes: A61B 5/162 Testing reaction times
• CPC Class Codes: A61B 5/163 by tracking eye movement, gaze, or pupil change
• CPC Class Codes: A61B 5/246 using evoked responses
• CPC Class Codes: A61B 5/318 Heart-related electrical modalities, e.g. electrocardiography [ECG]
• CPC Class Codes: A61B 5/378 Visual stimuli
• CPC Class Codes: A61B 5/398 Electrooculography [EOG], e.g. detecting nystagmus; Electroretinography [ERG]
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0244 Optimization

Abstract

Example methods, systems and machine readable instructions are disclosed for analyzing neuro-response data and virtual reality environments. An example method includes analyzing neuro-response data gathered from an individual exposed to a virtual reality comprising a virtual reality setting and a marketing material. The example method also includes determining an effectiveness of one or more of the virtual reality setting or the marketing material based on the neuro-response data. In addition, the example method includes modifying one or more of the virtual reality setting or the marketing material based on the effectiveness.

Claims

1. A method comprising:

analyzing neuro-response data gathered from an individual exposed to a virtual reality environment comprising a virtual reality setting and a marketing material;

determining an effectiveness of one or more of the virtual reality setting or the marketing material based on the neuro-response data; and

modifying at least one of the virtual reality setting or the marketing material based on the effectiveness.

2. The method of claim 1, wherein the neuro-response data comprises electroencephalographic data.

3. The method of claim 2, wherein the effectiveness is determined based on an interaction between two frequency bands of the electroencephalographic data.

4. The method of claim 1, wherein the effectiveness is determined based on user manipulation of the marketing material in the virtual reality environment.

5. The method of claim 1, wherein modifying the at least one of the virtual reality setting or the marketing material occurs in-real time as the individual is exposed to the virtual reality environment.

6. The method of claim 1, wherein the virtual reality environment comprises a first virtual reality environment, modifying the virtual reality setting comprises transitioning from the first virtual reality environment to a second virtual reality environment, and the second virtual reality environment is different from the first virtual reality environment.

7. The method of claim 1, wherein modifying the marketing material comprises presenting a different marketing material to the individual.

8. The method of claim 1, further comprising determining a resonance to the at least one of the virtual reality setting or the marketing material based on the neuro-response data.

9. The method of claim 1, wherein the marketing material comprises a first product, a second product and a third product, and modifying the marketing material comprises selecting the second product or the third product for introduction into the virtual reality setting based on the effectiveness of the first product.

10. A system comprising:

a data analyzer to;

analyze neuro-response data gathered from an individual exposed to a virtual reality environment comprising a virtual reality setting and marketing material; and

determine an effectiveness of at least one of the virtual reality setting or the marketing material based on the neuro-response data; and

a modifier to modify at least one of the virtual reality setting or the marketing material based on the effectiveness.

11. The system of claim 10, wherein the neuro-response data comprises electroencephalographic data and the data analyzer is to determine the effectiveness based on an interaction between two frequency bands of the electroencephalographic data.

12. The system of claim 10, wherein the data analyzer is to determine the effectiveness based on user manipulation of the marketing material in the virtual reality environment.

13. The system of claim 10, wherein the modifier is to modify the at least one of the virtual reality setting or the marketing material in-real time as the individual is exposed to the virtual reality environment.

14. The system of claim 10, wherein the virtual reality environment comprises a first virtual reality environment, the modifier is to modify the virtual reality setting by transitioning from the first virtual reality environment to a second virtual reality environment, the second virtual reality environment different from the first virtual reality environment.

15. The system of claim 10, wherein the modifier is to modify the marketing material by presenting different marketing material to the individual.

16. The system of claim 10, wherein the data analyzer is to determine a resonance to one or more of the virtual reality setting or the marketing material based on the neuro-response data.

17. The system of claim 10, wherein the marketing material comprises a first product, a second product and a third product, and the modifier is to modify the marketing material by selecting the second product or the third product for introduction into the virtual reality setting based on the effectiveness of the first product.

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

analyze neuro-response data gathered from an individual exposed to a virtual reality environment comprising a virtual reality setting and a marketing material;

determine an effectiveness of at least one of the virtual reality setting or the marketing material based on the neuro-response data; and

modify at least one of the virtual reality setting or the marketing material based on the effectiveness.

19. The tangible machine readable storage medium of claim 18, wherein the neuro-response data comprises electroencephalographic data and the instructions cause the machine to determine the effectiveness based on an interaction between two frequency bands of the electroencephalographic data.

20. The tangible machine readable storage medium of claim 18, wherein the instructions cause the machine to determine a resonance to one or more of the virtual reality setting or the marketing material based on the neuro-response data.