Audience response analysis using simultaneous electroencephalography (EEG) and functional magnetic resonance imaging (fMRI)
First Claim
Patent Images
1. A system, comprising:
- a data collector to obtain first electroencephalography data from a first frequency band, second electroencephalography data from a second frequency band different than the first frequency band and occurring at a first period in time, and functional magnetic resonance imaging data from a subject exposed to an advertisement or entertainment;
a filter to remove interference from each of the first electroencephalography data, the second electroencephalography data, and the functional magnetic resonance imaging data;
an intra-modality 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;
generate, using a processor configured to, a coupling index based on a phase synchrony between the first frequency band and the second frequency band, wherein the phase synchrony is determined 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
a cross-modality response synthesizer to analyze the coupling index and the functional magnetic resonance imaging data to evaluate effectiveness of the advertisement or entertainment at the first period in time.
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Abstract
Neuro-response data including Electroencephalography (EEG), Functional Magnetic Resonance Imaging (fMRI) is filtered, analyzed, and combined to evaluate the effectiveness of stimulus materials such as marketing and entertainment materials. A data collection mechanism including multiple modalities such as, Electroencephalography (EEG), Functional Magnetic Resonance Imaging (fMRI), 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 and removes cross-modality interference.
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Citations
20 Claims
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1. A system, comprising:
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a data collector to obtain first electroencephalography data from a first frequency band, second electroencephalography data from a second frequency band different than the first frequency band and occurring at a first period in time, and functional magnetic resonance imaging data from a subject exposed to an advertisement or entertainment; a filter to remove interference from each of the first electroencephalography data, the second electroencephalography data, and the functional magnetic resonance imaging data; an intra-modality 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; generate, using a processor configured to, a coupling index based on a phase synchrony between the first frequency band and the second frequency band, wherein the phase synchrony is determined 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 a cross-modality response synthesizer to analyze the coupling index and the functional magnetic resonance imaging data to evaluate effectiveness of the advertisement or entertainment at the first period in time. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9)
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10. A method, comprising:
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obtaining, with a plurality of sensors, first electroencephalography data from a first frequency band, second electroencephalography data from a second frequency band different than the first frequency band and occurring at a first period in time, and functional magnetic resonance imaging data from a subject exposed to an advertisement or entertainment; filtering interference from the first electroencephalography data, the second electroencephalography data, and the functional magnetic resonance imaging data; detecting a first pattern of oscillation in the first frequency band; detecting a second pattern of oscillation in the second frequency band; generating, using a processor, a coupling index based on a phase synchrony between the first frequency band and the second frequency band, wherein the phase synchrony is determined 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 analyzing the coupling index and the functional magnetic resonance imaging data to evaluate effectiveness of the advertisement or entertainment at the first period in time. - View Dependent Claims (11, 12, 13, 14, 15, 16, 17, 18)
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19. A tangible machine readable storage device or disc comprising machine readable instructions thereon which, when read, cause a machine to at least:
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filter interference from first electroencephalography data obtained from a first frequency band, second electroencephalography data obtained from a second frequency band different than the first frequency band and occurring at same period in time, and functional magnetic resonance imaging data, the first electroencephalography data, the second electroencephalography data and the functional magnetic resonance imagining data obtained from a subject exposed to an advertisement or entertainment; detect a first pattern of oscillation in the first frequency band; detect a second pattern of oscillation in the second frequency band; generate a coupling index based on a phase synchrony between the first frequency band and the second frequency band, wherein the phase synchrony is determined 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 analyze the coupling index and the functional magnetic resonance imaging data to evaluate effectiveness of the advertisement or entertainment at the first period in time. - View Dependent Claims (20)
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Specification