NEURO-RESPONSE STIMULUS AND STIMULUS ATTRIBUTE RESONANCE ESTIMATOR

• US 20130332259A1
• Filed: 08/13/2013
• Published: 12/12/2013
• Est. Priority Date: 07/30/2007
• Status: Abandoned 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:
  US13/965,805
• Publication Number:
  US 20130332259A1
• Time in Patent Office: Days
• US Class Current: 705/14.41
• CPC Class Codes: A61B 5/0533 Measuring galvanic skin response
• 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 5/318 Heart-related electrical modalities, e.g. electrocardiography [ECG]
• CPC Class Codes: A61B 5/377 using evoked responses
• 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: A61B 5/7207 of noise induced by motion artifacts
• CPC Class Codes: A61B 5/7278 Artificial waveform generation or derivation, e.g. synthesising signals from measured signals A61B5/327 takes precedence
• CPC Class Codes: G06Q 30/00 Commerce
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements

Abstract

Example methods, systems, and machine readable media are disclosed herein for determining a subject resonance measurement. An example method includes accessing first neuro-response data obtained from a subject prior to exposure to an advertisement or entertainment and second neuro-response data obtained from the subject after exposure to the advertisement or the entertainment, respectively. The example method includes calculating, using a processor, a first event related potential measurement and a second event related potential measurement based on the first neuro-response data and the second neuro-response data. The example method includes calculating, using the processor, a differential event related potential measurement based on the first event related potential measurement and the second event related potential measurement. In addition, the example method includes determining a subject resonance measurement to the advertisement or the entertainment based on the differential event related potential measurement.

Claims

1. A method, comprising:

accessing first neuro-response data obtained from a subject prior to exposure to an advertisement or entertainment and second neuro-response data obtained from the subject after exposure to the advertisement or the entertainment;

calculating, using a processor, a first event related potential measurement and a second event related potential measurement based on the first neuro-response data and the second neuro-response data, respectively;

calculating, using the processor, a first differential event related potential measurement based on the first event related potential measurement and the second event related potential measurement; and

determining a subject resonance measurement to the advertisement or the entertainment based on the first differential event related potential measurement.

2. The method of claim 1, further comprising:

calculating, using the processor, a first event related power spectral perturbation and a second event related power spectral perturbation based on the first neuro-response data and the second neuro-response data, respectively;

calculating a differential event related power spectral perturbation based on the first event related power spectral perturbation and the second event related power spectral perturbation; and

determining the subject resonance measurement to the advertisement or the entertainment based on at least one of the first differential event related potential measurement or the differential event related power spectral perturbation.

3. The method of claim 1, further comprising:

calculating, using the processor, a target event related potential measurement based on target neuro-response data and a distracter event related potential measurement based on distracter neuro-response data to determine a second differential related potential measurement; and

determining the subject resonance measurement to the advertisement or the entertainment based on at least one of the first differential event related potential measurement or the second different event related potential measurement.

4. The method of claim 3, further comprising:

calculating, using the processor, a first event related power spectral perturbation and a second event related power spectral perturbation based on the target neuro-response data and the distracter neuro-response data, respectively;

calculating a differential event related power spectral perturbation based on the first event related power spectral perturbation and the second event related power spectral perturbation; and

determining the subject resonance measurement to the advertisement or the entertainment based on at least one of the first differential event related potential measurement, the second differential event related potential measurement, or the differential event related power spectral perturbation.

5. The method of claim 3, wherein the target neuro-response data is representative of exposure of the subject to the advertisement or the entertainment and the distracter neuro-response data is representative of exposure to material other than the advertisement or the entertainment.

6. The method of claim 1, further comprising:

determining data indicative of an interaction between a first frequency band of brain activity of the subject and a second frequency band of the brain activity, the second frequency band being different from the first frequency band; and

determining the subject resonance measurement to the advertisement or the entertainment based on at least one of the first differential event related potential measurement or the interaction data.

7. The method of claim 6, further comprising determining the interaction data based on the second neuro-response data.

8. The method of claim 6, wherein the first frequency band comprises a first range of frequencies gathered from a first region of the brain and the second frequency band comprises the first range of frequencies gathered from a second region of the brain.

9. The method of claim 1, wherein determining the subject resonance measurement comprises determining the subject resonance measurement for an attribute of the advertisement or the entertainment.

10. The method of claim 9, wherein the attribute comprises at least one of a communication, a concept, an experience, a message, an image, an audio component, a price, or a packaging.

11. The method of claim 1, further comprising:

calculating a third event related potential measurement based on the first neuro-response data and a fourth event related potential measurement based on the second neuro-response data;

calculating, using the processor, a second differential event related potential measurement based on the third event related potential measurement and the fourth event related potential measurement;

calculating, using the processor, an averaged differential event related potential measurement based on the first differential event related potential measurement and the second differential event related potential measurement; and

determining the subject resonance measurement to the advertisement or the entertainment based on the averaged differential event related potential measurement.

12. A system, comprising:

a data collector to obtain first neuro-response data from a subject prior to exposure to an advertisement or entertainment and second neuro-response data from the subject after exposure to the advertisement or the entertainment;

a data analyzer to;

calculate a first event related potential measurement and a second event related potential measurement based on the first neuro-response data and the second neuro-response data, respectively;

calculate a first differential event related potential measurement based on the first event related potential measurement and the second event related potential measurement; and

a resonance estimator to determine a subject resonance measurement to the advertisement or the entertainment based on the first differential event related potential measurement.

13. The system of claim 12, wherein

the data analyzer is to:

calculate, using the processor, a first event related power spectral perturbation and a second event related power spectral perturbation based on the first neuro-response data and the second neuro-response data, respectively;

calculate a differential event related power spectral perturbation based on the first event related power spectral perturbation and the second event related power spectral perturbation; and

the resonance estimator is to determine the subject resonance measurement to the advertisement or the entertainment based on at least one of the first differential event related potential measurement or the differential event related power spectral perturbation.

14. The system of claim 12, wherein the data analyzer is to:

calculate a target event related potential measurement and a distracter event related potential measurements to determine a second differential related potential measurement; and

determine the subject resonance measurement to the advertisement or the entertainment based on at least one of the first differential event related potential measurement or the second different event related potential measurement.

15. The system of claim 12, wherein the data analyzer is to:

determine data indicative of an interaction between a first frequency band of brain activity of the subject and a second frequency band of the brain activity, the second frequency band being different from the first frequency band; and

determine the subject resonance measurement to the advertisement or the entertainment based on at least one of the first differential event related potential measurement or the interaction data.

16. The system of claim 12, wherein the resonance estimator is to determine the subject resonance measurement by determining the subject resonance measurement for an attribute of the advertisement or the entertainment based on the first differential event related potential measurement.

17. A machine readable storage device or storage disk comprising machine readable instructions which, when read, cause a machine to at least:

calculate a first event related potential measurement based on first neuro-response data obtained from a subject prior to exposure to an advertisement or entertainment and a second event related potential measurement based on second neuro-response data obtained from the subject after exposure to the advertisement or entertainment;

calculate a first differential event related potential measurement based on the first event related potential measurement and the second event related potential measurement; and

determine a subject resonance measurement to the advertisement or the entertainment based on the first differential event related potential measurement.

18. The storage device or storage disk of claim 17, wherein the instructions cause the machine to at least:

calculate a first event related power spectral perturbation and a second event related power spectral perturbation based on the first neuro-response data and the second neuro-response data, respectively;

calculate a differential event related power spectral perturbation based on the first event related power spectral perturbation and the second event related power spectral perturbation; and

determine the subject resonance measurement to the advertisement or the entertainment based on at least one of the first differential event related potential measurement or the differential event related power spectral perturbation.

19. The storage device or storage disk of claim 17, wherein the instructions cause the machine to at least:

calculate a target event related potential measurement and a distracter event related potential measurements to determine the differential related potential measurement; and

determine the subject resonance measurement to the advertisement or the entertainment based on at least one of the first differential event related potential measurement or the second different event related potential measurement.

20. The storage device or storage disk of claim 17, wherein the instructions cause the machine to at least:

determine data indicative of an interaction between a first frequency band of brain activity of the subject and a second frequency band of the brain activity, the second frequency band being different from the first frequency band; and

determine the subject resonance measurement to the advertisement or the entertainment based on at least one of the first differential event related potential measurement or the interaction data.

21. The storage device or storage disk of claim 17, wherein the instructions cause the machine to at least determine the subject resonance measurement by determining the subject resonance measurement for an attribute of the advertisement or the entertainment based on the first differential event related potential measurement.