Neuro-informatics repository system

• US 8,386,312 B2
• Filed: 05/01/2008
• Issued: 02/26/2013
• Est. Priority Date: 05/01/2007
• Status: Active Grant

• Current Assignee: Nielsen Consumer LLC (Nielsen Holdings plc)
• Original Assignee: The Nielsen Company LLC (MOOD Media Corporation)
• Inventors: Pradeep, Anantha, Knight, Robert T., Gurumoorthy, Ramachandran
• Primary Examiner(s): Colbert, Ella
• Assistant Examiner(s): Trotter, Scott S
• Application Number:
  US12/113,863
• Publication Number:
  US 20090030930A1
• Time in Patent Office: 1,762 Days
• Field of Search: 705/14.41, 705/14.66
• US Class Current: 705/14.42
• CPC Class Codes: A61B 5/24 Detecting, measuring or recording bioelectric or biomagnetic signals of the body or parts thereof
• CPC Class Codes: A61B 5/333 Recording apparatus specially adapted therefor
• CPC Class Codes: A61B 5/375 using biofeedback
• CPC Class Codes: G16H 15/00 ICT specially adapted for medical reports, e.g. generation or transmission thereof
• CPC Class Codes: G16H 50/50 for simulation or modelling of medical disorders
• CPC Class Codes: G16Z 99/00 Subject matter not provided for in other main groups of this subclass

Abstract

A neuro-informatics repository system is provided to allow efficient generation, management, and access to central nervous system, autonomic nervous system, effector data, and behavioral data obtained from subjects exposed to stimulus material. Data collected using multiple modalities such as Electroencephalography (EEG), Electrooculography (EOG), Galvanic Skin Response (GSR), Event Related Potential (ERP), surveys, etc., is stored using a variety of data models to allow efficient querying, report generation, analysis and/or visualization.

Claims

1. A method, comprising:

analyzing, with a processor, electroencephalography data from a first panelist exposed to a first advertisement or entertainment to determine first effectiveness data for the first advertisement or entertainment, the first effectiveness data being determined based on a degree of asymmetry between a first frequency band of electroencephalography data measured in a first hemisphere of a brain of the first panelist and a second frequency band of the electroencephalography data measured in a second hemisphere of the brain, the degree of asymmetry identified by;

detecting a first amplitude of the first frequency band;

detecting a second amplitude of the second frequency band; and

comparing the first amplitude and the second amplitude to determine a difference between the first amplitude of the first frequency band and the second amplitude of the second frequency band;

assigning the degree of asymmetry to the relationship between the first frequency band and the second frequency band based on the difference between the first amplitude of the first frequency band and the second amplitude of the second frequency band;

generating, with the processor, a data model based on the first effectiveness data, a first emotional engagement based on the asymmetry, a first attribute of the first panelist, and a second attribute of the first advertisement or entertainment;

identifying a third attribute of a second panelist and a fourth attribute of a second advertisement or entertainment corresponding to the first attribute of the first panelist and the second attribute of the first advertisement or entertainment, respectively; and

predicting, with the data model, second effectiveness data related to the second panelist and the second advertisement or entertainment.

2. The method of claim 1 further comprising retrieving the encephalography data and at least one of the first or second advertisement or entertainment in response to receipt of a query.

3. The method of claim 1 further comprising retrieving the encephalography data and at least one of the first or third attribute of the first or second panelists in response to receipt of a query.

4. The method of claim 1, wherein the data model further includes data collection information identifying a parameter of a modality of data collection.

5. The method of claim 1, wherein the data model further includes a preset query to obtain data from the data model.

6. The method of claim 1, wherein the data model further includes data related to at least one of an analysis of the encephalography data or a fifth attribute of an experiment.

7. The method of claim 1, further comprising performing intra-modality synthesis to generate the first effectiveness data.

8. The method of claim 1, further comprising:

obtaining second response data from a modality different than electroencephalography; and

performing a cross-modality synthesis on the electroencephalography data and the response data.

9. The method of claim 8, wherein the cross-modality synthesis includes at least one of time shifting or phase shifting at least one of the electroencephalography data or the second response data to align the electroencephalography data with the second response data.

10. The method of claim 8, wherein the modality different than electroencephalography comprises at least one of electrooculography or galvanic skin response.

11. The method of claim 1, wherein at least one of the first or second effectiveness data represents at least one of attention, emotion or memory retention.

12. The method of claim 1 further comprising generating a report based on at least one of the first or second effectiveness data.

13. The method of claim 1, wherein the second frequency band is different than the first frequency band.

14. The method of claim 1, wherein the first panelist comprises a set of first panelists and the second panelist comprises a set of second panelists.

15. A system, comprising:

a data analyzer comprising a processor configured to;

analyze electroencephalography data from a first panelist exposed to a first advertisement or entertainment to determine first effectiveness data for the first advertisement or entertainment, the first effectiveness data being determined based on a degree of asymmetry between a first frequency band of electroencephalography data measured in a first hemisphere of a brain of the panelist and a second frequency band of the electroencephalography data measured in a second hemisphere of the brain, the degree of asymmetry identified by;

detecting a first amplitude of the first frequency band;

detecting a second amplitude of the second frequency band; and

comparing the first amplitude and the second amplitude to determine a difference between the first amplitude of the first frequency band and the second amplitude of the second frequency band; and

assign the degree of asymmetry to the relationship between the first frequency band and the second frequency band based on the difference between the first amplitude of the first frequency band and the second amplitude of the second frequency band; and

a generator to generate a data model based on the first effectiveness data, a first emotional engagement based on the degree of asymmetry, a first attribute of the first panelist, and a second attribute of the first advertisement or entertainment,

the data analyzer to identify a third attribute of a second panelist and a fourth attribute of a second advertisement or entertainment corresponding to the first attribute of the first panelist and the second attribute of the first advertisement or entertainment, respectively, and the data analyzer to predict, with the data model, second effectiveness data related to the second panelist and the second advertisement or entertainment.

16. The system of claim 15 further comprising a data query tool to retrieve the encephalography data and at least one of the first or second advertisement or entertainment in response to receipt of a query.

17. The system of claim 15 further comprising a data query tool to retrieve the encephalography data and at least one of the first or third attribute of the first or second panelists in response to receipt of a query.

18. The system of claim 15, wherein the data model further includes data related to at least one of an analysis of the encephalography data or a fifth attribute of an experiment.

19. The system of claim 15, wherein the data analyzer is to perform intra-modality synthesis with the electroencephalography data to generate the first effectiveness data.

20. The system of claim 15 further comprising a data collector to obtain second response data from a modality different than electroencephalography, the data analyzer to perform cross-modality synthesis on the electroencephalography data and the second response data.

21. The system of claim 20, wherein the modality different than electroencephalography comprises at least one of electrooculography or galvanic skin response.

22. The system of claim 20, wherein the data analyzer is to at least one of time shift or phase shift at least one of the electroencephalography data or the second response data to perform the cross-modality synthesis.

23. The system of claim 15, wherein at least one of the first or second effectiveness data represents at least one of attention, emotion or memory retention.

24. The system of claim 15, wherein the generator is to generate a report based on at least one of the first or second effectiveness data.

25. A tangible machine readable storage device or disc comprising machine readable instructions thereon which, when read, cause a machine to at least:

analyze electroencephalography data from a first panelist exposed to a first advertisement or entertainment to determine first effectiveness data for the first advertisement or entertainment, the first effectiveness data being determined based on a degree of asymmetry between a first frequency band of electroencephalography data measured in a first hemisphere of a brain of the panelist and a second frequency band of the electroencephalography data measured in a second hemisphere of the brain, the degree of asymmetry identified by;

detecting a first amplitude of the first frequency band;

detecting a second amplitude of the second frequency band; and

comparing the first amplitude and the second amplitude to determine a difference between the first amplitude of the first frequency band and the second amplitude of the second frequency band;

assign an asymmetry value to the relationship between the first frequency band and the second frequency band based on the difference between the first amplitude of the first frequency band and the second amplitude of the second frequency band;

generate a data model based on the first effectiveness data, the asymmetry value, a first attribute of the first panelist, and a second attribute of the first advertisement or entertainment;

identify a third attribute of a second panelist and a fourth attribute of a second advertisement or entertainment corresponding to the first attribute of the first panelist and the second attribute of the first advertisement or entertainment, respectively; and

predict, with the data model, second effectiveness data related to the second panelist and the second advertisement or entertainment.

26. The machine readable device or disc of claim 25 further causing the machine to:

generate a report based on at least one of the first or second effectiveness data.