Method of measuring consumer reaction
DCFirst Claim
1. A method of assessing consumer reaction to a marketing stimulus, comprising:
- (a) exposing a sample population comprised of a plurality of members to a marketing stimulus for a period of time;
(b) measuring surface electromyography signals from a zygomatic muscle of each member of the sample population during an exposure period;
(c) measuring electrodermography signals, selected from at least one of galvanic skin response signals, skin conductance level signals and skin potential level signals of each member of the sample population during an exposure period;
(d) equating or translating the electromyography signals to an appeal value for each member;
(e) equating or translating the electrodermography signals to an impact value for each member; and
(f) visually representing each of the appeal and impact values identified with the marketing stimulus to which the members were exposed when the measurements were taken.
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Abstract
A method of assessing consumer reaction to a marketing stimulus, involving the steps of (a) exposing a sample population to a marketing stimulus for an exposure period, (b) measuring surface electromyography signals from a zygomatic muscle of each member of the sample population during an exposure period, (c) optionally measuring surface electromyography signals from a corrugator facial muscle of each member of the sample population during the exposure period and combining the measured surface electromyography signals from the zygomatic and corrugator facial muscle of each member of the sample population to produce combined electromyography signals, (d) measuring electrodermography signals of each member of the sample population during the exposure period, (e) equating or translating the electromyography signals to an appeal value for each member, (f) equating or translating the electrodermography signals to an impact value for each member, and (g) visually representing each of the appeal and impact values identified by the marketing stimulus to which the members were exposed when the measurements were taken.
158 Citations
17 Claims
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1. A method of assessing consumer reaction to a marketing stimulus, comprising:
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(a) exposing a sample population comprised of a plurality of members to a marketing stimulus for a period of time;
(b) measuring surface electromyography signals from a zygomatic muscle of each member of the sample population during an exposure period;
(c) measuring electrodermography signals, selected from at least one of galvanic skin response signals, skin conductance level signals and skin potential level signals of each member of the sample population during an exposure period;
(d) equating or translating the electromyography signals to an appeal value for each member;
(e) equating or translating the electrodermography signals to an impact value for each member; and
(f) visually representing each of the appeal and impact values identified with the marketing stimulus to which the members were exposed when the measurements were taken. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17)
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Specification