Method And System For Measuring And Ranking A "Thought" Response To Audiovisual Or Interactive Media, Products Or Activities Using Physiological Signals

• US 20080221969A1
• Filed: 08/08/2007
• Published: 09/11/2008
• Est. Priority Date: 03/07/2007
• Status: Abandoned Application

• Current Assignee: Nielsen Company (US) LLC (RR Donnelley & Sons Company)
• Original Assignee: Emsense Corp.
• Inventors: Lee, Michael J., Lee, Hans C., Williams, William H., Fettiplace, Michael R., Hong, Timmie T.
• Application Number:
  US11/835,634
• Publication Number:
  US 20080221969A1
• Time in Patent Office: Days
• US Class Current: 705/10
• CPC Class Codes: A61B 5/145 Measuring characteristics of blood in vivo, e.g. gas concentration, pH value; Measuring characteristics of body fluids or tissues, e.g. interstitial fluid, cerebral tissuemeasuring of blood pressure or blood flow A61B5/02; non-radiation detecting or locating of foreign bodies in blood A61B5/06
• CPC Class Codes: A61B 5/16 Devices for psychotechnics using teaching or educational appliances G09B1/00 - G09B7/00; Testing reaction times ; Devices for evaluating the psychological state
• CPC Class Codes: A61B 5/378 Visual stimuli
• CPC Class Codes: A61B 5/389 Electromyography [EMG]
• CPC Class Codes: A61B 5/7257 using Fourier transforms

Abstract

A system and method for calculating an objective thought value by contrasting alpha suppression and theta activation in response to stimulus by a media can be used to compare media based on an individual or a group of individuals. Events of the media can be contrasted and compared by the thought value as well. Statistical measurements may be taken to improve media.

Claims

1. A method for sensing a thought response for use in rating media comprising:

stimulating the individual with a media containing an event;

sampling a signal from a brain of the individual while substantially concurrently stimulating the individual with the event of the media;

decomposing the signal into a frequency domain;

separating out one or more frequencies from the signal; and

calculating a thought value using the one or more frequencies from the signal defining an amount the individual is thinking in response to stimulation of the event for comparison with a reference value thereby rating the media based on the difference between the thought value and the reference value for the event of the media.

2. The method of claim 1 wherein only one frequency is selected from alpha and theta and only the one frequency is used to calculate the thought value.

3. The method of claim 1 wherein the thought value is associated with the event in the media.

4. The method of claim 1 wherein multiple thought values from multiple individuals associated with an event in the media are aggregated to form a thought response to the event.

5. The method of claim 1 wherein multiple thought values from multiple individuals are included in a summated response vector identifying the number of persons that responded with thought to the media.

6. The method of claim 1 wherein the thought value is calculated using a formula wherein the formula comprises (θ

−

α

)/(θ

+α

), (2*θ

−

α

)/(2*θ

+α

) (θ

_F−

α

_F)/(θ

_F+α

_F), (α

/EEG), or (θ

/EEG); and

wherein θ

_F designates frontal brain theta and α

designates frontal brain alpha.

7. The method of claim 1 wherein the signal is decomposed using a fast fourier transform or a wavelet analysis.

8. The method of claim 7 wherein the wavelet analysis is accomplished using a wavelet selected from a mexican hat wavelet a morlet wavelet, a daubechies wavelet, a beta wavelet, and a coiflet wavelet.

9. The method of claim 1 further comprising calculating a derivative of the thought value to show a change in thought over time.

10. The method of claim 1 wherein the media is selected from television, video game, audiovisual advertisement, board game, card game, live action event, print advertisement, and web advertisement.

11. The method of claim 1 wherein the thought value corresponds to a point in time, and the thought value is aligned to the media by correlating the thought value with an event occurring at the point in time by identifying an event of the media which occurred substantially concurrently.

12. The method of claim 1 further comprising calculating a second thought value defining an amount the individual is thinking in response to stimulation by a second media.

13. A method for rating media based on the amount that an individual is stimulated to think comprising:

calculating a thought value of the individual for an event of a media;

comparing the thought value with a reference value to determine the difference between the amount that the individual was stimulated to think by the media, and the reference value of the media; and

saving the comparison as a measure defining a rating of the event of the media.

14. The method of claim 13 wherein the reference value is supplied by a developer of the media.

15. The method of claim 13 wherein the reference value is an average value of numerous previously calculated thought values of other individuals.

16. The method of claim 13 wherein the thought value is calculated using solely alpha or solely theta.

17. The method of claim 13 wherein the thought value is calculated using a formula wherein the formula comprises (θ

−

α

)/(θ

+α

), (2*θ

−

α

)/(2*θ

+α

), or (θ

_F−

α

_F)/(θ

_F+α

_F), (α

/EEG), or (θ

/EEG); and

wherein θ

_F designates frontal brain theta and α

designates frontal brain alpha.

18. The method of claim 13 wherein the media is selected from television, video game, audiovisual advertisement, board game, card game, live action event, print advertisement, and web advertisement.

19. A program for sensing a thought response for use in rating media embodied in a computer readable medium that when executed cause a system to:

sample a signal from the individual stimulated by an event in a media;

decompose the signal into a frequency domain;

separate out one or more frequencies from the signal; and

calculate a thought value using the one or more frequencies from the signal defining an amount the individual is thinking in response to stimulation for comparison with other thought values in rating the media.

20. The program of claim 19 wherein only one frequency is selected from alpha and theta and only the one frequency is used to calculate the thought value.

21. The program of claim 19 wherein the thought value is associated with many events of the media.

22. The program of claim 19 wherein multiple thought values from multiple individuals associated with the event in the media are aggregated to form a thought response to an event.

23. The program of claim 19 wherein multiple thought values from multiple individuals are included in a summated response vector identifying the number of persons that responded with thought to the media.

24. The program of claim 19 wherein the event is classified as a specific type of event by using a mathematical transform to compare the event with other events.

25. The program of claim 19 wherein the thought value is calculated using a formula wherein the formula comprises (θ

−

α

)/(θ

+α

), (2*θ

−

α

)/(2*θ

+α

), or (θ

_F−

α

_F)/(θ

_F+α

_F), (α

/EEG), or (θ

/EEG); and

wherein θ

_F designates frontal brain theta and α

designates frontal brain alpha.

26. The program of claim 19 wherein the signal is decomposed using a fast fourier transform or a wavelet analysis.

27. The program of claim 19 further comprising calculating a derivative of the thought value to show a change in thought over time.

28. The program of claim 19 wherein the signal is sampled in relation to the media selected from television, video game, audiovisual advertisement, board game, card game, live action event, print advertisement, and web advertisement.

29. The program of claim 19 wherein the signal is aligned relative to the media to create a first aligned thought value corresponding to a first event in time which can be compared with a second aligned thought value corresponding to a second event in time.

30. A system for sensing a thought response for use in rating media comprising:

one or more sensors operable to sample a first signal from the individual;

a processing component connected to the one or more sensors operable to;

sample a signal from the individual stimulated by an event of a media using the one or more sensors;

decompose a signal into a frequency domain;

separate out one or more frequencies from the signal; and

calculate a thought value using the one or more frequencies from the signal defining an amount the individual is thinking in response to stimulation of the event for comparison with a reference value thereby rating the media based on the difference between the thought value and the reference value for the event of the media.

31. The system of claim 30 wherein the one or more sensors are included in an integrated sensor headset operable to measure a signal from the individual stimulated by the media;

32. A system for sensing a thought response for use in rating media comprising:

means for sampling a signal from an individual stimulated by an event of a media;

means for decomposing a signal into a frequency domain;

means for separating out one or more frequencies from the signal; and

means for calculating a thought value using the one or more frequencies from the signal defining an amount the individual is thinking in response to stimulation of the event for comparison with a reference value thereby rating the media based on the difference between the thought value and the reference value for the event of the media.