Metaphor elicitation technique with physiological function monitoring

• US 6,315,569 B1
• Filed: 02/24/1998
• Issued: 11/13/2001
• Est. Priority Date: 02/24/1998
• Status: Expired due to Term

• Current Assignee: Olson Zaltman & Associates, LLC
• Original Assignee: Gerald Zaltman
• Inventors: Zaltman, Gerald
• Primary Examiner(s): Martin-Wallace, Valencia
• Assistant Examiner(s): Harris, Chandra
• Application Number:
  US09/028,382
• Time in Patent Office: 1,358 Days
• Field of Search: 434/236, 434/238, 434/258, 434/362, 434/322, 434/323, 706/927, 706/45, 706/15, 706/16, 705/1, 705/2, 705/11, 707/500, 707/530, 600/301, 600/306
• US Class Current: 434/236
• CPC Class Codes: A61B 5/055 involving electronic [EMR] or nuclear [NMR] magnetic resonance, e.g. magnetic resonance imaging
• 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 5/245 specially adapted for magnetoencephalographic [MEG] signals
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

A process and apparatus for using a metaphor elicitation technique in conjunction with physiological function monitoring to elicit, organize and analyze data pertaining to a research topic. The metaphor elicitation technique process and apparatus is improved with the acquisition of data related to a user'"'"'s physiological functioning. This data provides further insight and understanding which can be used in creating an appropriate marketing campaign for a product, improving inter-office communications and determining the presence of pre-existing biases or beliefs.

Claims

1. A process for eliciting, organizing and analyzing data pertaining to a research topic, comprising:

establishing a series of base line images in a first file in computer memory relating to the research topic;

sorting the baseline images into groups by a user, each of the groups having similar qualities;

eliciting and storing sensory and emotional perceptions from the user regarding the research topic;

eliciting and storing constructs and interrelationships from the user, regarding the research topic, using an interview procedure;

eliciting and storing a baseline image from the user that correlates closest with the research topic;

eliciting and storing additional images from the user that correlate closest with the research topic;

eliciting and storing opposite images from the user that represent ideas opposite to ideas represented by the research topic;

creating a user'"'"'s composite digital image best depicting the research topic;

monitoring the user'"'"'s brain blood flow while the user reviews the composite digital image;

electronically recording data related to the user'"'"'s brain blood flow; and

analyzing the data to determine user reaction to the composite digital image.

2. The process for eliciting, organizing and analyzing data pertaining to a research topic as in claim 1 wherein an additional physiological function is analyzed selected from the group consisting of heart response and skin response.

3. The process for eliciting, organizing and analyzing data pertaining to a research topic as in claim 1 wherein the user'"'"'s brain blood flow is analyzed to determine the intensity of the user reaction.

4. The process for eliciting, organizing and analyzing data pertaining to a research topic as in claim 1 wherein location of the user'"'"'s brain blood flow is analyzed to determine whether the user reaction is positive or negative.

5. The process for eliciting, organizing and analyzing data pertaining to a research topic as in claim 1 wherein the user'"'"'s brain blood flow is monitored by a means selected from the group consisting of functional magnetic resonance imaging and positron emission tomography.

6. A process for eliciting, organizing and analyzing data pertaining to a research topic, comprising:

establishing a series of base line images in a first file in computer memory relating to the research topic;

monitoring a user'"'"'s brain blood flow;

electronically recording data related to the user'"'"'s brain blood flow;

sorting the baseline images into groups by a user, each of the groups having similar qualities;

eliciting and storing sensory and emotional perceptions from the user regarding the research topic;

eliciting and storing constructs and interrelationships from the user, regarding the research topic, using an interview procedure;

eliciting and storing a baseline image from the user that correlates closest with the research topic;

eliciting and storing additional images from the user that correlate closest with the research topic;

eliciting and storing opposite images from the user that represent ideas opposite to ideas represented by the research; and

creating a user'"'"'s composite digital image best depicting the topic under study.

7. The process for eliciting, organizing and analyzing data pertaining to a research topic as in claim 6 further comprising:

analyzing the user'"'"'s brain blood flow data to determine user reaction to information selected from the group consisting of baseline image, sensory and emotional perceptions, constructs and interrelationships, additional images, opposite images, and composite digital image.

8. The process for eliciting, organizing and analyzing data pertaining to a research topic as in claim 6 wherein an additional physiological function is analyzed selected from the group consisting of heart response and skin response.

9. The process for eliciting, organizing and analyzing data pertaining to a research topic as in claim 7 wherein the user'"'"'s brain blood flow is analyzed to determine the intensity of the user reaction.

10. The process for eliciting, organizing and analyzing data pertaining to a research topic as in claim 7 wherein location of the user'"'"'s brain blood flow is analyzed to determine whether the user reaction is positive or negative.

11. The process for eliciting, organizing and analyzing data pertaining to a research topic as in claim 7 wherein the user'"'"'s brain blood flow is analyzed by a means selected from the group consisting of functional magnetic resonance imaging and positron emission tomography.

12. A metaphor elicitation and physiological functioning monitoring apparatus comprising:

a central processor comprising image processing logic to create and manipulate digital images selected for a research topic;

a display device connected to the central processor to display the digital images;

a first input device disposed to provide alphanumeric data to the central processor;

a second input device disposed to manipulate a computer cursor visible on the display device and indicative of alphanumeric data placement;

a third input device disposed to manipulate image data visible on the display device;

baseline digital image memory disposed to store baseline digital images and to provide the baseline digital images to the central processor for manipulation and display;

second digital image memory disposed to store additional digital images and to provide the additional digital images to the central processor for manipulation and display;

third digital image memory disposed to store opposite digital images and to provide the opposite digital images to the central processor for manipulation and display;

a means for monitoring brain blood flow to determine a user'"'"'s reaction to information selected from the group consisting of baseline digital images, additional digital images, and opposite digital images;

a recording means for electronically recording data obtained through the means for monitoring brain blood flow; and

a data analysis means for analyzing the electronically recorded data.

13. The metaphor elicitation and physiological functioning monitoring apparatus as in claim 12 wherein the central processor generates a graphical representation of relationships among the stored images and the central processor manipulates a plurality of graphical representations to derive a consensus map.

14. The metaphor elicitation and physiological functioning monitoring apparatus as in claim 12 wherein an additional physiological function is analyzed selected from the group consisting of heart response and skin response.

15. The metaphor elicitation and physiological functioning monitoring apparatus as in claim 13 wherein the means for monitoring brain blood flow to determine a user'"'"'s reaction to information is selected from the group consisting of relationships among the stored images, and consensus map.

16. The metaphor elicitation and physiological functioning monitoring apparatus as in claim 15 wherein the user'"'"'s brain blood flow is analyzed to determine the intensity of the user reaction.

17. The metaphor elicitation and physiological functioning monitoring apparatus as in claim 15 wherein location of the user'"'"'s brain blood flow is analyzed to determine whether the user reaction is positive or negative.

18. The metaphor elicitation and physiological functioning monitoring apparatus as in claim 15 wherein the means for monitoring brain blood flow is selected from the group consisting of functional magnetic resonance imaging and positron emission tomography.

19. An improved marketing process of the type in which a metaphor elicitation technique is used, wherein the improvement comprises:

monitoring a user'"'"'s brain blood flow wherein said monitoring takes place at time points selected from the group consisting of throughout the metaphor elicitation technique, at distinct time points during the metaphor elicitation technique or upon completion of the metaphor elicitation technique.

20. An improved marketing process of the type in which a metaphor elicitation technique is used, as claimed in claim 19, wherein the improvement further comprises:

electronically recording data related to the user'"'"'s brain blood flow.

21. An improved marketing process of the type in which a metaphor elicitation technique is used, as claimed in claim 20, wherein the improvement further comprises:

analyzing brain blood flow data to determine user reaction to information acquired through the metaphor elicitation technique.

22. An improved marketing process of the type in which a metaphor elicitation technique is used, as claimed in claim 19, wherein an additional physiological function is analyzed selected from the group consisting of heart response and skin response.