Analysis of the mirror neuron system for evaluation of stimulus

• US 8,655,437 B2
• Filed: 08/21/2009
• Issued: 02/18/2014
• Est. Priority Date: 08/21/2009
• 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): Mallari, Patricia
• Assistant Examiner(s): JANG, CHRISTIAN YONGKYUN
• Application Number:
  US12/545,455
• Publication Number:
  US 20110047121A1
• Time in Patent Office: 1,642 Days
• Field of Search: 600/544, 600/409
• US Class Current: 600/544
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

The human mirror neuron system includes neurons that fire both when an individual performs an action and when the individual observes the action being performed by another. Neuro-response data involving the mirror neuron system is collected as a subject is exposed to stimulus material. The stimulus material may include individuals performing actions such as making a purchase, accepting an offer, participating in an activity, etc. Neuro-response data involving the mirror neuron system of the subject is analyzed to determine the propensity of the subject to act.

Claims

1. A method, comprising:

analyzing, using a processor, neuro-response data from a subject exposed to first stimulus material, wherein the neuro-response data includes data obtained from areas of a brain of the subject associated with a mirror neuron system, and the neuro-response data includes gamma band data and mu band data;

identifying at least one of (1) an increase in mirror neuron activity based on an increase in gamma band data and a decrease in mu band data or (2) a decrease in mirror neuron activity based on a decrease in gamma band data and an increase in mu band data; and

generating, using the processor, a propensity to act index indicating at least one of (a) that the subject is likely to take an action based on the increase in the mirror neuron activity or (b) that the subject is not likely to take the action based on the decrease in the mirror neuron activity.

2. The method of claim 1, wherein the gamma band data comprises gamma rhythms.

3. The method of claim 1, wherein the neuro-response data includes beta band data and the propensity to act index is further based on a ratio of the gamma band data to the beta band data, and the beta band data comprises beta rhythms.

4. The method of claim 1, wherein the mu band data comprises mu rhythms.

5. The method of claim 1, wherein the propensity to act is further based on a ratio of the gamma band data to the mu band data.

6. The method of claim 1, wherein the neuron-response data is obtained using electroencephalography.

7. The method of claim 1, wherein the neuro-response data is obtained using magnetoencephalography.

8. The method of claim 1 further comprising generating a baseline by analyzing second neuro-response data gathered from the subject while exposed to second stimulus material before the subject is exposed to the first stimulus material.

9. The method of claim 1, wherein the propensity to act index is calibrated based on a demographic group.

10. The method of claim 9, wherein the propensity to act index is calibrated based on a gender.

11. The method of claim 1 further comprising generating a propensity to reach index based on the neuro-response data.

12. The method of claim 1 further comprising generating a learning index based on the neuro-response data.

13. The method of claim 1 further comprising generating an empathy index based on the neuro-response data.

14. A system, comprising:

a data collector to obtain neuro-response data from a subject exposed to first stimulus material, wherein the neuro-response data includes data obtained from areas of a brain of the subject associated with a mirror neuron system, the neuro-response data including gamma band data and mu band data; and

a data analyzer to;

identify at least one of (1) an increase in mirror neuron activity based on (a) an increase in gamma band data and (b) a decrease in mu band data or (2) a decrease in mirror neuron activity based on (a) a decrease in gamma band data and (b) an increase in mu band data; and

generate a propensity to act index indicating at least one of (1) that the subject is likely to take an action based on the increase in the mirror neuron activity or (2) that the subject is not likely to take the action based on the decrease in the mirror neuron activity.

15. The system of claim 14, wherein the gamma band data comprises gamma rhythms.

16. The system of claim 14, wherein the neuro-response data includes beta band data and the data analyzer is to generate the propensity to act index based on a ratio of the gamma band data to the beta band data, the beta band data comprising beta rhythms.

17. The system of claim 14, wherein the mu band data comprises mu rhythms.

18. The system of claim 14, wherein the data analyzer is to generate the propensity to act index based on a ratio of the gamma band data to the mu band data.

19. The system of claim 14, wherein the data collector is to obtain the neuron-response data using electroencephalography.

20. The system of claim 14, wherein the data analyzer is to generate a baseline by analyzing second neuro-response data gathered from the subject while exposed to second stimulus material before the subject is exposed to the first stimulus material.

21. The system of claim 14, wherein the data analyzer is to calibrate the propensity to act index based on a demographic group.

22. The system of claim 21, wherein the data analyzer is to calibrate the propensity to act index based on a gender.

23. The system of claim 14, wherein the data analyzer is to generate a propensity to reach index based on the neuro-response data.

24. The system of claim 14, wherein the data analyzer is to generate a learning index based on the neuro-response data.

25. The system of claim 14, wherein the data analyzer is to generate an empathy index based on the neuro-response data.

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

access neuro-response data from a subject exposed to stimulus material, wherein the neuro-response data includes data obtained from areas of a brain of the subject associated with a mirror neuron system, the neuro-response data including gamma band data and mu band data;

identify at least one of (1) an increase in mirror neuron activity based on (a) an increase in gamma band data and (b) a decrease in mu band data or (2) a decrease in mirror neuron activity based on (a) a decrease in gamma band data and (b) an increase in mu band data; and

generate a propensity to act index indicating at least one of (1) that the subject is likely to take an action based on the increase in the mirror neuron activity or (2) that the subject is not likely to take the action based on the decrease in the mirror neuron activity.