Analysis of marketing and entertainment effectiveness using central nervous system, autonomic nervous system, and effector data

• US 8,484,081 B2
• Filed: 03/26/2008
• Issued: 07/09/2013
• Est. Priority Date: 03/29/2007
• 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): Milef, Elda
• Assistant Examiner(s): Trotter, Scott S
• Application Number:
  US12/056,190
• Publication Number:
  US 20090024447A1
• Time in Patent Office: 1,931 Days
• Field of Search: 705/14.41, 705/14.66
• US Class Current: 705/14.42
• CPC Class Codes: G06Q 30/00 Commerce
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements

Abstract

Central nervous system, autonomic nervous system, and effector data is measured and analyzed to determine the effectiveness of marketing and entertainment stimuli. A data collection mechanism including multiple modalities such as Electroencephalography (EEG), Electrooculography (EOG), Galvanic Skin Response (GSR), etc., collects response data from subjects exposed to marketing and entertainment stimuli. A data cleanser mechanism filters the response data. The response data is enhanced using intra-modality response synthesis and/or a cross-modality response synthesis.

Claims

1. A system, comprising:

a data collector to obtain first response data from a first frequency band and second response data from a second frequency band of brain activity of a subject exposed to an advertisement or entertainment, the first frequency band and the second frequency band being different and occurring at a first time;

a response systhesizer to;

detect a first pattern of oscillation in the first frequency band;

detect a second pattern of oscillation in the second frequency band;

identify a degree of phase synchrony between the first pattern from the first frequency band and the second pattern from the second frequency band by detecting a repeating sequence of relative phase angles between the first pattern of oscillation in the first frequency band and the second pattern of oscillation in the second frequency band; and

an effectiveness estimator to determine an effectiveness of the advertisement or entertainment based on the degree of the phase synchrony at the first time.

2. The system of claim 1, further comprising obtaining third response data including at least one of galvanic skin response, electrocardiography, pupillary dilation, eye tracking or facial emotion encoding.

4. The system of claim 1 further comprising a generator to generate a plurality of parameters for presentation of the advertisement or entertainment to the subject.

5. The system of claim 4, wherein the effectiveness estimator is to provide feedback to the generator to modify at least one of the parameters based on the effectiveness.

6. The system of claim 4, wherein the response synthesizer is to provide feedback to the generator to modify at least one of the parameters based on the degree of phase synchrony.

7. The system of claim 4, wherein the plurality of parameters includes at least one of a length of presentation or a number of repetitions.

8. The system of claim 1, wherein at least one of the first frequency band or the second frequency band comprises a delta band, a theta band, an alpha band, a beta band, a low gamma band, a high gamma band or a kappa band.

9. The system of claim 1, wherein the response synthesizer is to combine the second response data with the first response data.

10. The system of claim 1, wherein the response synthesizer is to time shift one or more of the first or second response data.

11. The system of claim 1, wherein the response synthesizer is to phase shift one or more of the first or second response data.

12. The system of claim 1, wherein one or more of the first or second response data represents activity from different regions of the brain of the subject.

13. The system of claim 12, wherein the activity is an interaction between the different regions of the brain.

14. The system of claim 1, wherein the first frequency band is measured in a first region of a brain of the subject and the second frequency band is measured in a second region of the brain.

15. The system of claim 1, wherein at least one of the first or second response data represents inter-hemispheric activity of a brain of the subject.

16. The system of claim 1, wherein at least one of the first or second response data represents asymmetries in inter-regional intra-hemispheric activity of a brain of the subject.

3. A system, comprising:

a data collector to obtain first response data from a first frequency band and second response data from a second frequency band of brain activity of a subject exposed to an advertisement or entertainment, the first frequency band and the second frequency band being different and occurring at a first time;

a response synthesizer comprising a processor configured to;

detect a first pattern of oscillation in the first frequency band;

detect a second pattern of oscillation in the second frequency band;

identify a degree of phase synchrony between the first pattern from the first frequency band and the second pattern from the second frequency band by detecting a repeating sequence of relative phase angles between the first pattern of oscillation in the first frequency band and the second pattern of oscillation in the second frequency band; and

an effectiveness estimator comprising a processor configured to determine an effectiveness of the advertisement or entertainment based on the degree of the phase synchrony at the first time.

17. A method, comprising:

obtaining first response data from a first frequency band and second response data from a second frequency band from a subject exposed to an advertisement or entertainment, the first frequency band and the second frequency band being different and corresponding to activity in a brain of the subject occurring at a first time;

detecting a first pattern of oscillation in the first frequency band;

detecting a second pattern of oscillation in the second frequency band;

identifying, using a processor, a degree of phase synchrony between the first pattern from the first frequency band and the second pattern from the second frequency band by detecting a repeating sequence of relative phase angles between the first pattern of oscillation in the first frequency band and the second pattern of oscillation in the second frequency band; and

determining an effectiveness of the advertisement or entertainment based on the degree of the phase synchrony at the first time.

18. The method of claim 17 further comprising collecting third response data including at least one of galvanic skin response, electrocardiography, pupillary dilation, eye tracking or facial emotion encoding.

19. The method of claim 17 further comprising:

generating a plurality of parameters for presentation of the advertisement or entertainment to the subject; and

modifying at least one of the parameters based on the degree of phase synchrony.

20. The method of claim 19, wherein the plurality of parameters includes at least one of a length of presentation or a number of repetitions.

21. The method of claim 17, wherein at least one of the first frequency band or the second frequency band comprises a delta band, a theta band, an alpha band, a beta band, a low gamma band, a high gamma band or a kappa band.

22. The method of claim 17 further comprising:

aligning the first and second response data;

combining the aligned data; and

determining the effectiveness based on the combined data.

23. The method of claim 17, wherein at least one of the first or second response data represent activity from different regions of a brain of the subject.

24. The method of claim 23, wherein the activity is an interaction between the different regions of the brain.

25. The method of claim 17, wherein the first frequency band is measured in a first region of a brain of the subject and the second frequency band is measured in a second region of the brain.

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

detect a first pattern of oscillation in a first frequency band of response data from a subject exposed to an advertisement or entertainment;

detect a second pattern of oscillation in a second frequency band of the response data, the first frequency band and the second frequency band being different and corresponding to activity in a brain of the subject occurring at a first time;

identify a degree of phase synchrony between the first pattern from the first frequency band and the second pattern from the second frequency band by detecting a repeating sequence of relative phase angles between the first pattern of oscillation in the first frequency band and the second pattern of oscillation in the second frequency band; and

determine an effectiveness of the advertisement or entertainment based on the degree of the phase synchrony at the first time.

27. The machine readable device or disc claim 26, wherein the instructions further cause the machine to obtain third response data including at least one of galvanic skin response, electrocardiography, pupillary dilation, eye tracking or facial emotion encoding.

28. The machine readable device or disc claim 26, wherein the instruction further cause the machine to:

generate a plurality of parameters for presentation of the advertisement or entertainment to the subject; and

modify at least one of the parameters based on the degree of phase synchrony.

29. The machine readable device or disc of claim 26, wherein the instruction further cause the machine to:

align the first and second response data;

combine the aligned data; and

determine the effectiveness based on the combined data.

30. The machine readable device or disc of claim 26, wherein at least one of the first or second response data represent an interaction between different regions of a brain of the subject.

31. The machine readable device or disc of claim 26, wherein the first frequency band is measured in a first region of a brain of the subject and the second frequency band is measured in a second region of the brain.

32. A method, comprising:

obtaining first response data from a first frequency band and second response data from a second frequency band from a brain of a subject exposed to an advertisement or entertainment, the first frequency band and the second frequency band being different and occurring at a first time;

detecting a first pattern of oscillation in the first frequency band;

detecting a second pattern of oscillation in the second frequency band;

identifying, using a processor, a coherence of gain between the first pattern from the first frequency band and the second pattern from the second frequency band by detecting a repeating sequence of relative amplitudes between the first pattern of oscillation in the first frequency band and the second pattern of oscillation in the second frequency band; and

determining an effectiveness of the advertisement or entertainment based on the degree of the coherence of gain at the first time.

33. A method, comprising:

obtaining first response data from a first frequency band and second response data from a second frequency band from a brain of a subject exposed to an advertisement or entertainment, the first frequency band and the second frequency band being different and occurring at a first time;

detecting a first pattern of oscillation in the first frequency band;

detecting a second pattern of oscillation in the second frequency band;

identifying, using a processor, an interaction between the first pattern from the first frequency band and the second pattern from the second frequency band by detecting an algebraic relationship between the first pattern of oscillation in the first frequency band and the second pattern of oscillation in the second frequency band; and

determining an effectiveness of the advertisement or entertainment based on the interaction at the first time.

34. The method of claim 33, wherein the algebraic relationship includes one or more of a ratio, addition or subtraction.