System providing actionable insights based on physiological responses from viewers of media

• US 8,327,395 B2
• Filed: 10/02/2008
• Issued: 12/04/2012
• Est. Priority Date: 10/02/2007
• Status: Active Grant

• Current Assignee: Nielsen Consumer LLC (Nielsen Holdings plc)
• Original Assignee: The Nielsen Company LLC (MOOD Media Corporation)
• Inventors: Lee, Hans C., Hong, Timmie T., Lee, Michael J.
• Primary Examiner(s): HUYNH, AN SON PHI
• Application Number:
  US12/244,751
• Publication Number:
  US 20090094628A1
• Time in Patent Office: 1,524 Days
• Field of Search: 725 9- 14, 705/10
• US Class Current: 725/10
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: H04H 60/33 Arrangements for monitoring the users' behaviour or opinions
• CPC Class Codes: H04H 60/64 for providing detail information
• CPC Class Codes: H04N 21/252 Processing of multiple end-users' preferences to derive collaborative data
• CPC Class Codes: H04N 21/25866 Management of end-user data customer care in data networks H04L41/5077
• CPC Class Codes: H04N 21/42201 biosensors, e.g. heat sensor for presence detection, EEG sensors or any limb activity sensors worn by the user input arrangements for interaction with the human body based on nervous system activity detection G06F3/015
• CPC Class Codes: H04N 21/44213 Monitoring of end-user related data arrangements for monitoring the users' behaviour or opinions in broadcast systems H04H60/33
• CPC Class Codes: H04N 21/475 End-user interface for inputting end-user data, e.g. personal identification number [PIN], preference data
• CPC Class Codes: H04N 21/6582 Data stored in the client, e.g. viewing habits, hardware capabilities, credit card number arrangements where receivers interact with the broadcast H04H20/38
• CPC Class Codes: H04N 21/812 involving advertisement data advertising per se G06Q30/02
• CPC Class Codes: H04N 7/173 with two-way working, e.g. subscriber sending a programme selection signal

Abstract

Embodiments are described that enable remote and interactive access, navigation, and analysis of reactions from viewers to a media instance. The reactions include physiological responses, survey results, verbatim feedback, event-based metadata, and derived statistics for indicators of success and failure from the viewers. The reactions are aggregated, and an interface enables remote access and navigation of the media instance, aggregated physiological responses synchronized with the media instance, survey results, and/or verbatim feedback related to the media instance. This enables users to interactively divide, dissect, parse, and analyze the reactions as they prefer. This automation provides an automated process enabling non-experts to understand complex physiological data, and to organize presentation of complex data according to their needs so as to present conclusions as appropriate to the media instance.

Claims

1. A system comprising:

a processor to;

analyze neuro-response data gathered from a viewer exposed to a media instance to determine an analysis result, the neuro-response data including first neuro-response data representing a first response to a visual component of the media and second neuro-response data representing a second response to an auditory component of the media,

synchronize the media instance with one or more of the neuro-response data or the analysis result by offsetting the first neuro-response data a first amount based on a first cognitive delay of a brain of the viewer and to offset the second neuro-response data a second amount based on a second cognitive delay of the brain of the viewer, the first amount and the second amount being different, and

analyze the neuro-response data in accordance with a question dynamically posed by a user;

an interactive browser to simultaneously display the media instance with one or more of the neuro-response data or the analysis result; and

a database to store one or more of the media instance, the neuro-response data or the analysis result.

2. The system as defined in claim 1 wherein the processor is to highlight trends in one or more of the neuro-response data or the analysis result.

3. The system as defined in claim 1, wherein the interactive browser includes a cutting line to indicate an alignment between the media instance and one or more of the neuro-response data or the analysis result.

4. The system as defined in claim 1, wherein the interactive browser is to display a second analysis result when the user poses a second question.

5. The system as defined in claim 1, wherein the neuro-response data includes brain wave data across a plurality of frequency bands, and wherein the processor is to generate an output signal representative of a difference between an energy level in each of a first frequency band and second frequency band.

6. The system as defined in claim 1, wherein the processor is to offset the neuro-response data to account for a time zone difference between a first location of the viewer and a second location of the processor.

7. The system as defined in claim 1, wherein the question is generated by the processor and the user is to pose the question by selecting the question for use by the processor in analyzing the neuro-response data.

8. The system as defined in claim 1, wherein the processor is to aggregate neuro-response data from a plurality of viewers.

9. The system as defined in claim 8, wherein the processor is to calculate at least one of a maximum, a minimum, an average, a deviation, a derivative, an amplitude or a trend of at least one parameter of the neuro-response data to aggregate the response data.

10. The system as defined in claim 8, wherein a first set of the plurality of viewers are at a first location and a second set of the plurality of viewers are at a second location different from the first location.

11. The system as defined in claim 8, wherein a first set of the plurality of viewers view the media instance at a first time and a second set of the plurality of viewers view the media instance at a second time different from the first time.

12. The system as defined in claim 1, wherein the user is to remotely interact with the interactive browser.

13. The system as defined in claim 1, wherein the user is to dynamically manipulate one or more of the display of the media instance, the display of the neuro-response data or the display of the analysis result.

14. The system as defined in claim 1, wherein the neuro-response data includes electrical activity generated in a body of the viewer.

15. The system as defined in claim 1, wherein the analysis result includes derived statistics indicative of a success or a failure of the media instance.

16. The system as defined in claim 1, wherein the question defines a parameter for the analysis.

17. A method comprising:

analyzing, with a processor, neuro-response data gathered from a viewer exposed to a media instance to determine an analysis result, wherein the neuro-response data includes first neuro-response data representing a first response to a visual component of the media and second neuro-response data representing a second response to an auditory component of the media and wherein the neuro-response data is analyzed in accordance with a question dynamically posed by a user;

synchronizing the media instance with one or more of the neuro-response data or the analysis result by offsetting the first neuro-response data a first amount based on a first cognitive delay of a brain of the viewer and to offset the second neuro-response data a second amount based on a second cognitive delay of the brain of the viewer, the first amount and the second amount being different;

simultaneously displaying the media instance with one or more of the neuro-response data or the analysis result; and

storing one or more of the media instance, the neuro-response data or the analysis result.

18. The method as defined in claim 17, further comprising highlighting trends in one or more of the neuro-response data or the analysis result.

19. The method as defined in claim 17, further comprising display a cutting line to indicate an alignment between the media instance and one or more of the neuro-response data or the analysis result.

20. The method as defined in claim 17, further comprising displaying a second analysis result when the user poses a second question.

21. The method as defined in claim 17, wherein the neuro-response data includes brain wave data across a plurality of frequency bands, and wherein the processor is to generate an output signal representative of a difference between an energy level in each of a first frequency band and second frequency band.

22. The method as defined in claim 17, further comprising offsetting the neuro-response data to account for a time zone difference between a first location of the viewer and a second location of the processor.

23. The method as defined in claim 17, wherein the question is generated by the processor and the user is to pose the question by selecting the question for use by the processor in analyzing the neuro-response data.

24. The method as defined in claim 17, further comprising aggregating neuro-response data from a plurality of viewers by calculating at least one of a maximum, a minimum, an average, a deviation, a derivative, an amplitude or a trend of at least one parameter of the neuro-response data to aggregate the response data.

25. The method as defined in claim 24, wherein a first set of the plurality of viewers are at a first location and a second set of the plurality of viewers are at a second location different from the first location.

26. The method as defined in claim 24, wherein a first set of the plurality of viewers view the media instance at a first time and a second set of the plurality of viewers view the media instance at a second time different from the first time.

27. The method as defined in claim 17, wherein the neuro-response data includes electrical activity generated in a body of the viewer.

28. The method as defined in claim 17, wherein the analysis result includes derived statistics indicative of a success or a failure of the media instance.

29. The method as defined in claim 17, wherein the question defines a parameter for the analysis.

30. A tangible machine readable storage device or disk comprising instructions, which when executed, cause a machine to at least:

analyze neuro-response data gathered from a viewer exposed to a media instance to determine an analysis result, wherein the neuro-response data includes first neuro-response data representing a first response to a visual component of the media and second neuro-response data representing a second response to an auditory component of the media and wherein the neuro-response data is analyzed in accordance with a question dynamically posed by a user;

synchronize the media instance with one or more of the neuro-response data or the analysis result by offsetting the first neuro-response data a first amount based on a first cognitive delay of a brain of the viewer and to offset the second neuro-response data a second amount based on a second cognitive delay of the brain of the viewer, the first amount and the second amount being different;

simultaneously display the media instance with one or more of the neuro-response data or the analysis result; and

store one or more of the media instance, the neuro-response data or the analysis result.

31. The tangible machine readable storage device or disk as defined in claim 30, further causing a machine to display a second analysis result when the user poses a second question.

32. The tangible machine readable storage device or disk as defined in claim 30, wherein the neuro-response data includes brain wave data across a plurality of frequency bands, and wherein the machine is to generate an output signal representative of a difference between an energy level in each of a first frequency band and second frequency band of the response data.

33. The tangible machine readable storage device or disk as defined in claim 30, wherein the neuro-response data includes electrical activity generated in a body of the viewer.

34. The tangible machine readable storage device or disk as defined in claim 30, wherein the question defines a parameter for the analysis.