Systems and methods providing en mass collection and centralized processing of physiological responses from viewers

• US 9,521,960 B2
• Filed: 10/31/2008
• Issued: 12/20/2016
• Est. Priority Date: 10/31/2007
• 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., Munoz, Juan C.
• Primary Examiner(s): Jackson, Gary
• Assistant Examiner(s): JIAN, SHIRLEY XUEYING
• Application Number:
  US12/263,331
• Publication Number:
  US 20090131764A1
• Time in Patent Office: 2,972 Days
• Field of Search: 705 144- 1473
• US Class Current: 1/1
• CPC Class Codes: A61B 5/0006 ECG or EEG signals
• CPC Class Codes: A61B 5/0205 Simultaneously evaluating both cardiovascular conditions and different types of body conditions, e.g. heart and respiratory condition
• CPC Class Codes: A61B 5/11 Measuring movement of the entire body or parts thereof, e.g. head or hand tremor, mobility of a limb for measuring pulse A61B5/02 ;A61B5/1038 takes precedence; motion detection to correct for motion artifacts in physiological signals A61B5/721
• 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 5/165 Evaluating the state of mind, e.g. depression, anxiety
• CPC Class Codes: A61B 5/377 using evoked responses
• CPC Class Codes: A61B 5/6803 Head-worn items, e.g. helmets, masks, headphones or goggles
• CPC Class Codes: A61B 5/6814 Head
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0204 Market segmentation
• CPC Class Codes: H04H 60/33 Arrangements for monitoring the users' behaviour or opinions
• 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 21/44218 Detecting physical presence or behaviour of the user, e.g. using sensors to detect if the user is leaving the room or changes his face expression during a TV program methods or arrangements for recognising human body or animal bodies or body parts G06V40/10; methods or arrangements for acquiring or recognising human faces, facial parts, facial sketches, facial expressions G06V40/16; methods or arrangements for recognising movements or behaviour G06V40/20; arrangements for identifying users in broadcast systems H04H60/45
• CPC Class Codes: H04N 21/4758 for providing answers, e.g. voting
• CPC Class Codes: H04N 7/16 Analogue secrecy systems; Analogue subscription systems

Abstract

Embodiments described herein enable “in situ” sensing, which collects and analyzes physiological responses from a large group of viewers/audiences who watch a same media instance together at a single venue. Each of the group of viewers is fitted with physiological sensors with communication capabilities to communicate with a signal collection device at or near the venue. The signal collection device collects the physiological data of the viewers from the sensors, and transmits the physiological data to a processing module at another location via a network for storage and further analysis.

Claims

1. A method comprising:

a first processor analyzing first physiological data gathered by a first sensor coupled to a first headset worn by a first subject when the first subject is exposed to media, the first headset including the first processor;

the first processor generating first data indicative of an emotional response of the first subject based on the first physiological data;

a first transmitter associated with the first headset transmitting the first data indicative of the emotional response to a second headset worn by a second subject, the second headset including a transceiver to receive the first data;

a second processor analyzing second physiological data gathered by a second sensor coupled to the second headset worn by the second subject when the second subject is exposed to the media, the second headset carrying the second processor;

the second processor generating second data indicative of an emotional response of the second subject based on the second physiological data; and

the second processor synchronizing the first data with the second data indicative of the emotional response of the second subject for the media to generate synchronized response data; and

a second transmitter associated with the second headset transmitting the synchronized response data to a central unit.

2. The method as defined in claim 1, wherein the first headset further includes:

signal processing circuitry to process the first physiological data, the signal processing circuitry disposed at a first end of the first headset above a first ear of the first subject when the first headset is worn by the first subject; and

power circuitry to power the first headset, the power circuitry disposed at a second end of the first headset, opposite the first end and above a second ear of the first subject when the first headset is worn by the first subject.

3. The method as defined in claim 1, the first processor providing a tutorial to the subject to inform the first subject how to fit and wear the first headset.

4. The method as defined in claim 1, the first processor analyzing a heart rate of the first subject;

and

determining if the heart rate is below a threshold.

5. The method as defined in claim 4, the first processor disqualifying the first subject if the heart rate is not below the threshold.

6. The method as defined in claim 1, the first processor analyzing an energy of an electroencephalographic signal of the first subject;

and

determining a mental state based on the energy.

7. The method as defined in claim 6, the first processor disqualifying the first subject based on the mental state.

8. The method as defined in claim 1, the first processor analyzing a blink rate of the first subject;

and

determining if the blink rate is below a threshold.

9. The method as defined in claim 8, the first processor disqualifying the first subject if the blink rate is not below the threshold.

10. The method as defined in claim 1, the first processor testing a quality of a connection of the first sensor.

11. The method as defined in claim 1, the first processor transmitting the first physiological data to a set-top box.

12. The method as defined in claim 1, the first processor removing data from the first physiological data for a time period during which the first subject was not paying attention to the media.

13. The method as defined in claim 12, the first processor interpolating third physiological data based on the first physiological data from a time period when the first subject is paying attention to the media to replace the removed data.

14. The method as defined in claim 1, the first processor calculating a score based on the first physiological data, the score representative of an effectiveness of the media.

15. The method as defined in claim 1, wherein the first subject is located at a first venue and the second subject is located at a second venue, the second venue different than the first venue, and wherein synchronizing the first data and the second data further includes:

aggregating the first physiological data and the second physiological data to generate aggregated physiological data; and

synchronizing the aggregated physiological data with the media to generate the synchronized response data; and

further including analyzing the synchronized response data to determine the effectiveness of the media.

16. The method as defined in claim 1, wherein the first physiological data includes electroencephalographic data, the electroencephalographic data including a first frequency band and a second frequency band and the method further includes the first processor determining a difference between an energy level in the first frequency band and the energy level of the second frequency band;

and

identifying an emotional state of the first subject based on the difference.

17. A computer readable medium carried by a first headset worn by a first subject when the first subject is exposed to media, the computer readable medium comprising instructions, which when executed by a processor of the first headset, cause the processor to at least:

analyze first physiological data gathered by a sensor coupled to the first headset;

generate first data indicative of an emotional response of the first subject based on the physiological data;

synchronize the first data indicative of the emotional response of the first subject with second data indicative of the emotional response of the second subject received from a second headset worn by the second subject to generate synchronized response data; and

transmit the synchronized response data to a central unit via a transmitter of the first headset.

18. The computer readable medium as defined in claim 17, wherein the instructions further cause the processor of the first headset to:

analyze a heart rate of the first subject; and

determine if the heart rate is below a threshold.

19. The computer readable medium as defined in claim 18, wherein the instructions further cause the processor of the first headset to disqualify the first subject if the heart rate is not below the threshold.

20. The computer readable medium as defined in claim 17, wherein the instructions further cause the processor of the first headset to:

analyze an energy of an electroencephalographic signal of the first subject; and

determine a mental state based on the energy.

21. The computer readable medium as defined in claim 20, wherein the instructions further cause the processor of the first headset to disqualify the first subject based on the mental state.

22. The computer readable medium as defined in claim 17, wherein the instructions further cause the processor of the first headset to:

analyze a blink rate of the first subject; and

determine if the blink rate is below a threshold.

23. The computer readable medium as defined in claim 22, wherein the instructions further cause the processor of the first headset to disqualify the first subject if the blink rate is not below the threshold.

24. The computer readable medium as defined in claim 17, wherein the instructions further cause the processor of the first headset to test a quality of a connection of the sensor.

25. The computer readable medium as defined in claim 17, wherein the instructions further cause the processor of the first headset to transmit the first physiological data to a set-top box via the transmitter.

26. The computer readable medium as defined in claim 17, wherein the instructions further cause the processor of the first headset to remove data from the first physiological data for a time period during which the first subject was not paying attention to the media.

27. The computer readable medium as defined in claim 26, wherein the instructions further cause the processor of the first headset to interpolate second physiological data based on the first physiological data from a time period when the first subject is paying attention to the media to replace the removed data.

28. The computer readable medium as defined in claim 17, wherein the instructions further cause the processor of the first headset to calculate a score based on the first physiological data, the score representative of an effectiveness of the media.

29. The computer readable medium as defined in claim 17, wherein the instructions cause the processor of the first headset to synchronize the first data and the second data by:

obtaining second physiological data transmitted by the second headset, the second headset including a second sensor to gather second physiological data from the second subject when the second subject is exposed to the media, wherein the first subject is located at a first venue and the second subject is located at a second venue, the second venue different than the first venue;

aggregating the first physiological data and the second physiological data to generate aggregated physiological data;

synchronizing the aggregated physiological data with the media to generate the synchronized response data; and

analyzing the synchronized response data to determine the effectiveness of the media.

30. The computer readable medium as defined in claim 17, wherein the physiological data includes electroencephalographic data including a first frequency band and a second frequency band, and wherein the instructions further cause the processor of the first headset to:

determine a difference between an energy level of the first frequency band and an energy level of the second frequency band; and

identify an emotional state of the first subject based on the difference.

31. A system comprising:

a first headset to be worn by a first subject, the first headset including;

a first sensor carried by the first headset and positioned to gather first physiological data from the first subject when the first subject is exposed to media;

a first processor carried by the first headset to;

analyze the first physiological data; and

generate first data indicative of an emotional response of the first subject based on the first physiological data;

a first transmitter carried by the first headset to transmit the first data;

a second headset worn by a second subject, the second headset including;

a first transceiver carried by the second headset to receive the first data;

a second sensor carried by the second headset, the second sensor to gather second physiological data from the second subject when the second subject is exposed to the media;

a second processor carried by the second headset to;

process the first data received from the first transmitter; and

synchronize the first data with second data indicative of an emotional response of the second subject for the media to generate synchronized response data; and

a second transmitter carried by the second headset to transmit the synchronized response data to a central unit.

32. The system as defined in claim 31, wherein the first headset further includes:

signal processing circuitry to process the first physiological data, the signal processing circuitry disposed at a first end of the first headset to be positioned adjacent a first ear of the first subject; and

power circuitry to power the headset, the power circuitry disposed at a second end of the first headset, opposite the first end, to be positioned adjacent a second ear of the first subject.

33. The system of claim 31, wherein the first processor is to:

generates the first data indicative of a first emotional response of the first subject at a first time relative to the media based on the first physiological data;

generates third data indicative of a second emotional response of the first subject at a second time relative to the media based on the first physiological data;

aggregates the first data and the third data to obtain a comprehensive emotional response for the first subject, the comprehensive emotional response representative of an emotional response of the first subject for a duration of the media; and

the first transmitter transmits the comprehensive emotional response.

34. The system of claim 33, wherein the first processor is to:

removes a portion from at least one of the first data indicative of the first emotional response at the first time or the third data indicative of the second response at the second time, the portion corresponding to a variance in the first physiological data during at least one of the first time or the second time that is below a threshold; and

aggregates a remainder of the respective first data or the third data to obtain the comprehensive emotional response.

35. The system of claim 34, wherein the threshold the portion is removed if the variance is flat without much variation during at least one of the first time or the second time.

36. The system of claim 31, further including a stabilizer carried by the first headset to support the first headset on a head of the first subject.

37. The system of claim 36 further including a support strap, the stabilizer disposed between the first processor and the first transmitter on a first side of the first headset, and the support strap disposed between the first processor and the first transmitter on a second side of the first headset.

38. The system as defined in claim 36, wherein the stabilizer includes a silicon strip.

39. The system as defined in claim 36, wherein the stabilizer provides adhesion to the head of the first subject.

40. The system as defined in claim 39, wherein the adhesion is created by a sweat layer caused by the stabilizer.

41. The system as defined in claim 31, wherein the first headset includes a foam pad proximate to the first sensor, the foam pad to apply an even pressure distribution at a front and a back of a head of the first subject.

42. The system as defined in claim 31, wherein the first headset further includes a headband to hold the first sensor near a brow of a head of the first subject.

43. The system as defined in claim 31, wherein the first processor provides a tutorial to the first subject to inform the first subject how to fit and wear the first headset.

44. The system as defined in claim 43, wherein the first processor analyzes a heart rate of the first subject to determine if the heart rate is below a threshold.

45. The system as defined in claim 44, wherein if the heart rate is not below the threshold, the first processor disqualifies the first subject.

46. The system as defined in claim 43, wherein the first processor analyzes a blink rate of the first subject to determine if the blink rate is below a threshold.

47. The system as defined in claim 46, wherein if the blink rate is not below the threshold, the first processor disqualifies the first subject.

48. The system as defined in claim 31, wherein the first processor analyzes an energy of an electroencephalographic signal of the first subject to determine a mental state based on the energy.

49. The system as defined in claim 48, wherein the first processor disqualifies the first subject based on the mental state.

50. The system of claim 31, wherein the first processor tests a quality of a connection of the first sensor.

51. The system as defined in claim 31, wherein the first sensor includes a dry electrode.

52. The system as defined in claim 31, wherein the first transmitter includes a wireless communication device.

53. The system as defined in claim 31, further including a set-top box to receive the first physiological data from the first transmitter.

54. The system as defined in claim 31, wherein the first processor removes data from the first physiological data for a time period during which the first subject was not paying attention to the media.

55. The system as defined in claim 54, wherein the first processor interpolates second physiological data based on the first physiological data from a time period when the first subject is paying attention to the media to replace the removed data.

56. The system as defined in claim 54, wherein the removed physiological data corresponds to data gathered during a time in which an action of the first subject was one or more of talking, nodding off, sleeping, or turning his or her head.

57. The system as defined in claim 31, wherein the first processor includes a rating module to calculate a score based on the first physiological data, the score representative of an effectiveness of the media.

58. The system as defined in claim 31, wherein the first physiological data includes one or more of a heart rate, a brain wave, an electroencephalographic signal, a blink rate, a breathing pattern, a motion, a muscle movement or a galvanic skin response.

59. The system as defined in claim 31, wherein the first sensor includes one or more of a physiological sensor, an electrode, an accelerometer, a blood oxygen sensor, a galvanometer or a heart rate sensor.

60. The system as defined in claim 31, wherein the first physiological data is analyzed to determine one or more of a liking, a thought, an adrenaline response, an engagement, a stress response, a response of frustration or an immersion.

61. The system as defined in claim 31, wherein the media includes as least one of entertainment, a logo, a song, a joke, a spokesperson, a storyline, a television program, an advertisement, a movie, printed media, a website, a computer application, a video game, a live performance, a product, product information, product content or media related to a product development.

62. The system as defined in claim 31, wherein the first subject is located at a first venue and the second subject is located at a second venue, the second venue different than, and geographically separate from, the first venue.

63. The system as defined in claim 31, wherein the second data includes second physiological data and the second processor aggregates the first physiological data and the second physiological data to generate aggregated physiological data.

64. The system as defined in claim 63, wherein the second processor synchronizes the aggregated physiological data with the media to generate the synchronized response data.

65. The system as defined in claim 64, wherein the second processor analyzes the synchronized response data to determine the effectiveness of the media.

66. The system as defined in claim 31, wherein the first physiological data includes electroencephalographic data, the electroencephalographic data including a first frequency band and a second frequency band, the first processor:

determines a difference between an energy level in the first frequency band and an energy level the second frequency band; and

identifies an emotional state of the first subject based on the difference.