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US 2011/0237971 A1Published application
Discrete choice modeling using neuro-response data
AssigneeNeuroFocus, Inc.
InventorsAnantha Pradeep, Robert T. Knight, Ramachandran Gurumoorthy
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Abstract
A system obtains neuro-response data as well as survey based data during discrete choice modeling to evaluate subject decision making processes. A discrete choice model evaluates a decision made by a subject as a function of multiple variables. Neuro-response data vectors and orthogonal survey based data vectors are weighted and combined to generate multi-dimensional vectors. The multi-dimensional vectors are used to estimate the effectiveness of changing particular variables in modifying subject behavior.
Claims21
A method, comprising:
- exposing a plurality of subjects to stimulus material associated with a discrete choice model;
- obtaining neuro-response data from the plurality of subjects exposed to the stimulus material;
- generating a plurality of neuro-response scores corresponding to a plurality of choices in the discrete choice model;
- obtaining survey response data;
- generating a plurality of survey response scores corresponding to the plurality of choices in the discrete choice model;
- aggregating the neuro-response scores and the survey response scores using mult-dimensional vector combination.
3 more elements
A system, comprising:
- a data collection mechanisms operable to obtain neuro-response data from a plurality of subjects exposed to the stimulus material associated with a discrete choice model and operable to otain survey response data for the stimulus material;
- a data analyzer operable to generate a plurality of neuro-response scores corresponding to a plurality of choices in the discrete choice model and a plurality of survey response scores corresponding to the plurality of choices in the discrete choice model;
- wherein the neuro-response scores and the survey response scores are aggregated using mult-dimensional vector combination.
An apparatus, comprising:
- means for exposing a plurality of subjects to stimulus material associated with a discrete choice model;
- means for obtaining neuro-response data from the plurality of subjects exposed to the stimulus material;
- means for generating a plurality of neuro-response scores corresponding to a plurality of choices in the discrete choice model;
- means for obtaining survey response data;
- means for generating a plurality of survey response scores corresponding to the plurality of choices in the discrete choice model;
- means for aggregating the neuro-response scores and the survey response scores using mult-dimensional vector combination.
3 more elements
Dependencies are inferred from the claim text.