Neuro-response evaluated stimulus in virtual reality environments

A system, comprising:

• an interface configured to obtain stimulus material for presentation to a subject;
• a processor configured to generate a virtual reality environment for the stimulus material and integrate the virtual reality environment and the stimulus material;
• a display configured to expose the subject to the stimulus material in the virtual reality environment;
• electroencephalography (EEG) electrodes configured to collect neuro-response data from the subject exposed to the stimulus material in the virtual reality environment;
• and
• a data analyzer configured to evaluate the neuro-response data from the subject to determine an effectiveness of the stimulus material in the virtual reality environment, wherein the stimulus material is marketing material.

An apparatus, comprising:

• means for obtaining stimulus material for presentation to a subject;
• means for generating a virtual reality environment for the stimulus material;
• means for integrating the virtual reality environment and the stimulus material;
• means for exposing the subject to the stimulus material in the virtual reality environment;
• and
• means for collecting neuro-response data from the subject exposed to the stimulus material in the virtual reality environment, wherein the neuro-response data comprises electroencephalography data;
• wherein the neuro-response data from the subject is analyzed to determine the effectiveness of stimulus material in the virtual reality environment, wherein the stimulus material is marketing material.