NEURO-RESPONSE DATA SYNCHRONIZATION

• US 20140164095A1
• Filed: 02/11/2014
• Published: 06/12/2014
• Est. Priority Date: 05/12/2010
• Status: Active Grant

• Current Assignee: Nielsen Consumer LLC (Nielsen Holdings plc)
• Original Assignee: The Nielsen Company LLC (MOOD Media Corporation)
• Inventors: Pradeep, Anantha K., Knight, Robert T., Gurumoorthy, Ramachandran
• Granted Patent: US 9,336,535 B2
• Time in Patent Office: Days
• US Class Current: 705/14.41
• CPC Class Codes: A61B 5/0006 ECG or EEG signals
• CPC Class Codes: A61B 5/282 Holders for multiple electrodes for introduction into the body A61B5/287
• CPC Class Codes: A61B 5/369 Electroencephalography [EEG] devices for psychotechnics A61B5/16
• 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 5/6814 Head
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements

Abstract

An example system includes a headset to gather first data comprising first neuro-response data and second neuro-response data from a user while the user is exposed to stimulus material. In the example system, the headset comprises a first sensor to gather the first neuro-response data, the first neuro-response data comprising at least one of electroencephalographic data or magnetoencephalographic data, and a second sensor to gather the second neuro-response data, the second neuro-response data comprising facial emotion encoding data. The headset also comprises a processor to synchronize the first neuro-response data, the second neuro-response data and the stimulus material to generate synchronized data and determine an effectiveness of a portion of the stimulus material based on the synchronized data.

Claims

1. A system comprising:

a first headset to gather first data comprising first neuro-response data and second neuro-response data from a first user while the first user is exposed to stimulus material, the first headset comprising;

a first sensor to gather the first neuro-response data, the first neuro-response data comprising at least one of electroencephalographic data or magnetoencephalographic data;

a second sensor to gather the second neuro-response data, the second neuro-response data comprising facial emotion encoding data; and

a processor to;

synchronize the first neuro-response data, the second neuro-response data and the stimulus material to generate synchronized data; and

determine an effectiveness of a portion of the stimulus material based on the synchronized data.

2. The system of claim 1, wherein the second sensor comprises a facial affect graphic and video analyzer.

3. The system of claim 1, wherein the first headset further comprises an identifier to identify the stimulus material.

4. The system of claim 1, wherein the first sensor comprises a plurality of electrodes and the processor is to select signals from a subset of the plurality of electrodes for analysis based on the stimulus type.

5. The system of claim 4, wherein the processor is to select the subset based on a region of the user'"'"'s head.

6. The system of claim 1, wherein the first headset further comprises a recorder to record the stimulus material.

7. The system of claim 6, wherein the first headset further comprises a transmitter to transmit the recorded stimulus material and one or more of the first neuro-response data, the second neuro-response data, the synchronized data, or the effectiveness determination to a remote processor.

8. The system of claim 1 further comprising a second headset to gather second data from a second user while the second user is exposed to the stimulus material.

9. The system of claim 8 further comprising a receiver to receive the first data from the first user and the second data from the second user, the effectiveness based on the first data and the second data.

10. The system of claim 1, wherein the processor is to determine when the first user is not paying attention to the stimulus material based on at least one of the first neuro-response data, the second neuro-response data or the synchronized data.

11. The system of claim 1, wherein the processor is to tag the stimulus material with an indication of the attention of the first user.

12. A method comprising:

collecting first data with a first headset worn by a first user while the first user is exposed to stimulus material, the first data comprising (1) first neuro-response data gathered by a first sensor, the first neuro-response data comprising at least one of electroencephalographic data or magnetoencephalographic data, and (2) second neuro-response data gathered by a second sensor, the second neuro-response data comprising facial emotion encoding data;

generating synchronized data with a processor by synchronizing the first neuro-response data, the second neuro-response data and the stimulus material; and

determining an effectiveness of a portion of the stimulus material based on the synchronized data.

13. The method of claim 12 further comprising collecting second neuro-response data with a second headset worn by a second user while the second user is exposed to the stimulus material.

14. The method of claim 13 further comprising synchronizing the synchronized data from the first user and the second data from the second user to determine a synchronized measure of effectiveness.

15. The method of claim 13, wherein the first user and the second user are in different geographical locations when exposed to the stimulus material.

16. The method of claim 15, wherein the different geographical locations are different buildings.

17. The method of claim 12 further comprising:

determining a level of the attention of the first user to the stimulus material based on at least one of the synchronized measure of effectiveness, the first neuro-response data, the second neuro-response data or the synchronized data; and

tagging the stimulus material with an indication of the level of attention of the first user.

18. A memory or storage disc comprising instructions that, when executed, cause a headset to at least:

collect first neuro-response data from a user wearing the headset while the user is exposed to stimulus material, the first neuro-response data gathered by a first sensor and comprising at least one of electroencephalographic data or magnetoencephalographic data;

collect second neuro-response data from the user wearing the headset while the user is exposed to the stimulus material, the second neuro-response data gathered by a second sensor and comprising facial emotion encoding data;

synchronize the first neuro-response data, the second neuro-response data and the stimulus material to generate synchronized data; and

determine an effectiveness of one or more portions of the stimulus based on the synchronized first and second neuro-response data.

19. A memory or storage disc as defined in claim 18, wherein the instructions further cause the headset to:

determine a level of the attention of the first user to the stimulus material based on at least one of the synchronized measure of effectiveness, the first neuro-response data, the second neuro-response data or the synchronized data; and

tag the stimulus material with an indication of the level of attention of the first user.