Short imagery task (sit) research method

A method of determining a measure of response of an audience to a target stimulus comprising:

• providing each participant a biometric sensor device capable of measuring at least two biometric parameters;
• providing each participant an eye tracking device;
• exposing each participant to a series of standardized stimuli, wherein each standardized image is followed by a null exposure;
• exposing each participant to a first target stimulus, wherein the target stimulus is followed by a null exposure;
• exposing each participant to a series of standardized stimuli, wherein each standardized image is followed by a null exposure;
• measuring at least two biometric parameters during each exposure;
• providing a computer system connected to the biometric sensor operable to receive data representative of the at least two biometric parameters and operable to integrate the data across channels into a single physiological score;
• re-exposing each participant to each target stimulus;
• providing each participant at least one self-report question;
• calculating a single physiological score for each participant based on the data collected on the at least two biometric parameters;
• calculating an Emotional Impact Score for the audience using each participant's single physiological score;
• and
• calculating an Explicit Emotion Score.

A method of determining a measure of response of an audience to a target stimulus comprising:

• providing a first biometric sensor device operable to measure at least one biometric parameters;
• providing a second biometric sensor device operable to measure at least two biometric parameters;
• providing each participant an eye tracking device operable to determine one or more gaze locations over a presentation where at least one participant is looking;
• exposing each participant of the audience to a presentation over a period of time wherein the presentation includes a first series of standardized stimuli, at least one target stimulus, and a second series of standardized stimuli and wherein each participant is exposed to a null exposure for a period of time following exposure to each stimulus;
• providing a computer system operable to receive data representative of the at least two biometric parameters, wherein the computer further comprises a memory for storing the data;
• re-exposing each participant to the at least one target stimulus;
• providing each participant at least one self-report question;
• calculating a single physiological score for each participant based on the data collected on the at least two biometric parameters;
• calculating an Emotional Impact Score for the audience using each participant's single physiological score;
• and
• calculating an Explicit Emotion Score for the audience using each participant's response to the at least one self-report question.