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US 8,392,253 B2Granted
Neuro-physiology and neuro-behavioral based stimulus targeting system
AssigneeThe Nielsen Company (US), LLC
InventorsAnantha Pradeep, Robert T. Knight, Ramachandran Gurumoorthy
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Abstract
A system performs stimulus targeting using neuro-physiological and neuro-behavioral data. Subjects are exposed to stimulus material such as marketing and entertainment materials and data is collected using mechanisms such as Electroencephalography (EEG), Galvanic Skin Response (GSR), Electrocardiograms (EKG), Electrooculography (EOG), eye tracking, and facial emotion encoding. Neuro-physiological and neuro-behavioral data collected is analyzed to select targeted stimulus materials. The targeted stimulus materials are provided to particular subjects for a variety of purposes.
Claims23
A system, comprising:
- a data collector to obtain first neuro-response data from a first frequency band measured in a first hemisphere and second neuro-response data from a second frequency band measured in a second hemisphere of a brain of a subject exposed to one or more of an advertisement or entertainment, and the first frequency band and the second frequency band being respectively representative of brain activity occurring at a same time;
- a processor configured to:
- determine a coordination between the first neuro-response data and the second neuro-response, wherein the coordination includes a measure of asymmetry between the first frequency band and the second frequency band, the asymmetry identified by:
- detecting a first amplitude of the first frequency band;
- detecting a second amplitude of the second frequency band;
- and
- comparing the first amplitude and the second amplitude to determine a difference between the first amplitude of the first frequency band and the second amplitude of the second frequency band;
- and
- assign an asymmetry value to the relationship between the first frequency band and the second frequency band based on the difference between the first amplitude of the first frequency band and the second amplitude of the second frequency band;
- a response integrator comprising a processor configured to combine the asymmetry value and data representative of a first attribute of the first advertisement or entertainment to generate selection information;
- and
- a selector to select a second advertisement or entertainment for presentation to the subject based on the selection information and data representative of a second attribute of the second advertisement or entertainment.
9 more elements
A method, comprising:
- obtaining first neuro-response data from a first frequency band measured in a first hemisphere and second neuro-response data from a second frequency band measured in a second hemisphere of a brain of a subject exposed to one or more of an advertisement or entertainment, and the first frequency band and the second frequency band being respectively representative of brain activity occurring at a same time;
- determining a measure of asymmetry between the first frequency band and the second frequency band, the asymmetry determined by:
- detecting a first amplitude of the first frequency band;
- detecting a second amplitude of the second frequency band;
- and
- determining a difference between the first amplitude of the first frequency band and the second amplitude of the second frequency band;
- assigning an asymmetry value to the relationship between the first frequency band and the second frequency band based on the difference between the first amplitude of the first frequency band and the second amplitude of the second frequency band;
- using a processor to combine the asymmetry value and data representative of a first attribute of the first advertisement or entertainment to generate selection information;
- and
- selecting a second advertisement or entertainment for presentation to the subject based on the selection information and data representative of a second attribute of the second advertisement or entertainment.
7 more elements
A tangible machine readable storage device or disc comprising machine readable instructions thereon which, when read, cause a machine to at least:
- determine a measure of asymmetry between a first frequency band and a second frequency band of neuro-response data, the first frequency band measured in a first hemisphere of a brain of a subject exposed to one or more of an advertisement or entertainment, and the second frequency band measured in a second hemisphere of the brain, and the first frequency band and the second frequency band being respectively representative of brain activity occurring at a same time, the asymmetry identified by:
- detecting a first amplitude of the first frequency band;
- detecting a second amplitude of the second frequency band;
- and
- determining a difference between the first amplitude of the first frequency band and the second amplitude of the second frequency band;
- assign an asymmetry value to the relationship between the first frequency band and the second frequency band based on the difference between the first amplitude of the first frequency band and the second amplitude of the second frequency band;
- combine the asymmetry value and data representative of a first attribute of the first advertisement or entertainment to generate selection information;
- and
- select a second advertisement or entertainment for presentation to the subject based on the selection information and data representative of a second attribute of the second advertisement or entertainment.
6 more elements
Dependencies are inferred from the claim text.