Systems and methods to determine media effectiveness

• US 9,894,399 B2
• Filed: 01/06/2017
• Issued: 02/13/2018
• 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:
  US15/400,357
• Publication Number:
  US 20170127113A1
• Time in Patent Office: 403 Days
• Field of Search: None
• 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

Example systems and methods to determine media effectiveness are disclosed. An example system includes a synchronizer to time shift first neuro-response data gathered from an audience member exposed to media a first amount to align the first neuro-response data with second neuro-response data simultaneously gathered from the audience member to form aligned data, the first neuro-response data representing a first response to a first sensory component of the media and the second neuro-response data representing a second response to a second sensory component of media. The synchronizer is to time shift the second neuro-response data a second amount. The first amount is based on a first cognitive delay of a brain of the audience member and the second amount is based on a second cognitive delay of the brain. The example system includes an analyzer to determine an effectiveness of the media based on the aligned data.

Claims

1. A system comprising:

an electronic synchronizer to;

time shift first neuro-response data gathered from an audience member exposed to media a first amount to align the first neuro-response data with second neuro-response data simultaneously gathered from the audience member to form aligned data, the first neuro-response data representing a first response to a first sensory component of the media and the second neuro-response data representing a second response to a second sensory component of the media, the first sensory component of the media to be observed by a first sense of the audience member and the second sensory component to be observed by a second sense of the audience member different from the first sense; and

time shift the second neuro-response data a second amount, the first amount different from the second amount, the first amount based on a first cognitive delay of a brain of the audience member associated with the first neuro-response data and the second amount based on a second cognitive delay of the brain of the audience member associated with the second neuro-response data; and

an electronic analyzer to;

determine an effectiveness of the media based on an amplitude change in the aligned data; and

output the effectiveness of the media for presentation via an electronic display device.

2. The system of claim 1, wherein the audience member is a first audience member and the aligned data is first aligned data, the electronic synchronizer to:

time shift third neuro-response data gathered from a second audience member exposed to the media a third amount to align the third neuro-response data with fourth neuro-response data simultaneously gathered from the second audience member to form second aligned data, the third neuro-response data associated with the first sensory component of the media and the fourth neuro-response data associated with the second sensory component of the media; and

aggregate the first aligned data and the second aligned data to form first aggregated data, the electronic analyzer to determine the effectiveness of the media based on the first aggregated data.

3. The system of claim 2, wherein the electronic analyzer is to further determine the effectiveness of the media based on an amplitude change in the first aggregated data.

4. The system of claim 2, wherein the electronic synchronizer is to:

aggregate the first neuro-response data and the third neuro-response data to form second aggregated data;

aggregate the second neuro-response data and the fourth neuro-response data to form third aggregated data; and

synchronize a display of the one or more of the first aggregated data, the second aggregated data, the third aggregated data, or the effectiveness of the media with a display of the media, the electronic analyzer to output the synchronized display for presentation via the electronic display device.

5. The system of claim 1, wherein the aligned data is first aligned data and the electronic synchronizer is to time shift third neuro-response data gathered from the audience member to align the third neuro-response data with fourth neuro-response data to form second aligned data, the third neuro-response data and the fourth neuro-response data simultaneously gathered from the audience member at a point in time subsequent to the gathering of the first neuro-response data and second neuro-response data, the third neuro-response data representing a third response to the first sensory component of the media and the fourth neuro-response data representing a fourth response to the second sensory component of the media.

6. The system of claim 5, wherein the electronic analyzer is to determine the effectiveness of the media based on a comparison of the first aligned data and the second aligned data.

7. The system of claim 1, wherein the first sensory component of the media includes a visual component and the second sensory component of the media include an auditory component.

8. A method comprising:

time shifting, by executing an instruction with a processor, first neuro-response data gathered from an audience member exposed to media a first amount to align the first neuro-response data with second neuro-response data simultaneously gathered from the audience member to form aligned data, the first neuro-response data representing a first response to a first sensory component of the media and the second neuro-response data representing a second response to a second sensory component of the media, the first sensory component of the media to be observed by a first sense of the audience member and the second sensory component to be observed by a second sense of the audience member different from the first sense;

time shifting, by executing an instruction with the processor, the second neuro-response data a second amount, the first amount different from the second amount, the first amount based on a first cognitive delay of a brain of the audience member associated with the first neuro-response data and the second amount based on a second cognitive delay of the brain of the audience member associated with the second neuro-response data;

determining, by executing an instruction with the processor, an effectiveness of the media based on an amplitude change in the aligned data; and

outputting, by executing an instruction with the processor, the effectiveness of the media for presentation via an electronic display device.

9. The method of claim 8, wherein the audience member is a first audience member and the aligned data is first aligned data, and further including:

time shifting, by executing an instruction with the processor, third neuro-response data gathered from a second audience member exposed to the media a third amount to align the third neuro-response data with fourth neuro-response data simultaneously gathered from the second audience member to form second aligned data, the third neuro-response data associated with the first sensory component of the media and the fourth neuro-response data associated with the second sensory component of the media;

aggregating, by executing an instruction with the processor, the first aligned data and the second aligned data to form first aggregated data; and

determining, by executing an instruction with the processor, the effectiveness of the media based on the first aggregated data.

10. The method of claim 9, further including determining, by executing an instruction with the processor, the effectiveness of the media based on an amplitude change in the first aggregated data.

11. The method of claim 9, further including:

aggregating, by executing an instruction with the processor, the first neuro-response data and the third neuro-response data to form second aggregated data;

aggregating, by executing an instruction with the processor, the second neuro-response data and the fourth neuro-response data to form third aggregated data;

synchronizing, by executing an instruction with the processor, a display of the one or more of the first aggregated data, the second aggregated data, the third aggregated data, or the effectiveness of the media with a display of the media; and

outputting, by executing an instruction with the processor, the synchronized display for presentation via the electronic display device.

12. The method of claim 8, wherein the aligned data is first aligned data and further including time shifting, by executing an instruction with the processor, third neuro-response data gathered from the audience member to align the third neuro-response data with fourth neuro-response data to form second aligned data, the third neuro-response data and the fourth neuro-response data simultaneously gathered from the audience member at a point in time subsequent to the gathering of the first neuro-response data and second neuro-response data, the third neuro-response data representing a third response to the first sensory component of the media and the fourth neuro-response data representing a fourth response to the second sensory component of the media.

13. The method of claim 12, further including determining, by executing an instruction with the processor, the effectiveness of the media based on a comparison of the first aligned data and the second aligned data.

14. The method of claim 8, wherein the first sensory component of the media includes a visual component and the second sensory component of the media include an auditory component.

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

time shift first neuro-response data gathered from an audience member exposed to media a first amount to align the first neuro-response data with second neuro-response data simultaneously gathered from the audience member to form aligned data, the first neuro-response data representing a first response to a first sensory component of the media and the second neuro-response data representing a second response to a second sensory component of the media, the first sensory component of the media to be observed by a first sense of the audience member and the second sensory component to be observed by a second sense of the audience member different from the first sense;

time shift the second neuro-response data a second amount, the first amount different from the second amount, the first amount based on a first cognitive delay of a brain of the audience member associated with the first neuro-response data and the second amount based on a second cognitive delay of the brain of the audience member associated with the second neuro-response data;

determine an effectiveness of the media based on an amplitude change in the aligned data; and

output the effectiveness of the media for presentation via an electronic display device.

16. The tangible machine readable storage device or storage disc of claim 15, wherein the audience member is a first audience member and the aligned data is first aligned data, and the instructions further cause the machine to:

time shift third neuro-response data gathered from a second audience member exposed to the media a third amount to align the third neuro-response data with fourth neuro-response data simultaneously gathered from the second audience member to form second aligned data, the third neuro-response data associated with the first sensory component of the media and the fourth neuro-response data associated with the second sensory component of the media;

aggregate the first aligned data and the second aligned data to form first aggregated data; and

determine the effectiveness of the media based on the first aggregated data.

17. The tangible machine readable storage device or storage disc of claim 16, wherein the instructions further cause the machine to determine the effectiveness of the media based on an amplitude change in the first aggregated data.

18. The tangible machine readable storage device or storage disc of claim 16, wherein the instructions further cause the machine to:

aggregate the first neuro-response data and the third neuro-response data to form second aggregated data;

aggregate the second neuro-response data and the fourth neuro-response data to form third aggregated data;

synchronize a display of the one or more of the first aggregated data, the second aggregated data, the third aggregated data, or the effectiveness of the media with a display of the media; and

output the synchronized display for presentation via the electronic display device.

19. The tangible machine readable storage device or storage disc of claim 15, wherein the aligned data is first aligned data and the instructions further cause the machine to time shift third neuro-response data gathered from the audience member to align the third neuro-response data with fourth neuro-response data to form second aligned data, the third neuro-response data and the fourth neuro-response data simultaneously gathered from the audience member at a point in time subsequent to the gathering of the first neuro-response data and second neuro-response data, the third neuro-response data representing a third response to the first sensory component of the media and the fourth neuro-response data representing a fourth response to the second sensory component of the media.

20. The tangible machine readable storage device or storage disc of claim 19, wherein the instructions further cause the machine to determine the effectiveness of the media based on a comparison of the first aligned data and the second aligned data.