U.S. patent application number 12/410380 was filed with the patent office on 2010-09-30 for neurological profiles for market matching and stimulus presentation.
This patent application is currently assigned to NeuroFocus, Inc.. Invention is credited to Ramachandran Gurumoorthy, Robert T. Knight, Anantha Pradeep.
Application Number | 20100250325 12/410380 |
Document ID | / |
Family ID | 42785383 |
Filed Date | 2010-09-30 |
United States Patent
Application |
20100250325 |
Kind Code |
A1 |
Pradeep; Anantha ; et
al. |
September 30, 2010 |
NEUROLOGICAL PROFILES FOR MARKET MATCHING AND STIMULUS
PRESENTATION
Abstract
A neurological profile associated with introversion/extroversion
levels, simultaneous visual element processing capability, and/or
dynamism processing capability, etc., is determined to select
market categories and stimulus material targeted to the particular
neurological profile. The neurological profile is determined using
information such as user input, user activity, social and
environmental factors, genetic and developmental factors, and/or
neuro-response data. The neurological profile can be matched with
corresponding neurological profile templates to select market
categories and stimulus material.
Inventors: |
Pradeep; Anantha; (Berkeley,
CA) ; Knight; Robert T.; (Berkeley, CA) ;
Gurumoorthy; Ramachandran; (Berkeley, CA) |
Correspondence
Address: |
Weaver Austin Villeneuve & Sampson LLP
P.O. BOX 70250
OAKLAND
CA
94612-0250
US
|
Assignee: |
NeuroFocus, Inc.
Berkeley
CA
|
Family ID: |
42785383 |
Appl. No.: |
12/410380 |
Filed: |
March 24, 2009 |
Current U.S.
Class: |
705/7.31 ;
600/544 |
Current CPC
Class: |
A61B 5/7278 20130101;
A61B 5/378 20210101; A61B 5/7207 20130101; G06Q 30/0202 20130101;
G06Q 10/08 20130101; G06Q 30/02 20130101 |
Class at
Publication: |
705/10 ;
600/544 |
International
Class: |
A61B 5/0484 20060101
A61B005/0484; G06Q 10/00 20060101 G06Q010/00; G06Q 30/00 20060101
G06Q030/00 |
Claims
1. A method, comprising: receiving user information. determining a
neurological profile associated with a user by processing user
information at a neurological profile generator, the neurological
profile of the user comprising user simultaneous visual element
processing capability, wherein the simultaneous visual element
processing capability is associated with the ability of the user to
neurologically process simultaneously presented visual elements;
selecting stimulus material targeted for the neurological profile,
the stimulus material including a plurality of simultaneous visual
elements, wherein the number of simultaneous visual elements
corresponds to the simultaneous visual element processing
capability of the user, wherein the stimulus material is presented
to the user.
2. The method of claim 1, wherein user information comprises
social, genetic, and environmental factors.
3. The method of claim 1, wherein user information comprises
neuro-response data obtained using Electroencephalography
(EEG).
4. The method of claim 1, wherein a market matching and stimulus
selection device associates the neurological profile with a
neurological profile template
5. The method of claim 4, wherein the market matching and stimulus
selection device provides selection information to a media
device.
6. The method of claim 4, wherein the market matching and stimulus
selection device provides selection information to a service and
content provider.
7. The method of claim 1, wherein the neurological profile further
comprises attention span measures.
8. The method of claim 1, wherein the neurological profile further
comprises detail processing levels.
9. The method of claim 1, wherein the stimulus material is an
advertisement.
10. A method, comprising: receiving user information. determining a
neurological profile associated with a user by processing user
information at a neurological profile generator, the neurological
profile of the user comprising user introversion/extroversion
levels; selecting stimulus material targeted for the neurological
profile, the stimulus material characteristics corresponding to
user introversion/extroversion levels, wherein the stimulus
material is presented to the user.
11. An apparatus, comprising: an interface configured to receive
user information. a neurological profile generator configured to
determine a neurological profile associated with a user by
processing user information, the neurological profile of the user
comprising user simultaneous visual element processing capability,
wherein the simultaneous visual element processing capability is
associated with the ability of the user to neurologically process
simultaneously presented visual elements; a stimulus selection
device configured to select stimulus material targeted for the
neurological profile, the stimulus material including a plurality
of simultaneous visual elements, wherein the number of simultaneous
visual elements corresponds to the simultaneous visual element
processing capability of the user, wherein the stimulus material is
presented to the user.
12. The apparatus of claim 11, wherein user information comprises
social, genetic, and environmental factors.
13. The apparatus of claim 11, wherein user information comprises
neuro-response data obtained using Electroencephalography
(EEG).
14. The apparatus of claim 11, wherein a market matching and
stimulus selection device associates the neurological profile with
a neurological profile template
15. The apparatus of claim 14, wherein the market matching and
stimulus selection device provides selection information to a media
device.
16. The apparatus of claim 14, wherein the market matching and
stimulus selection device provides selection information to a
service and content provider.
17. The apparatus of claim 11, wherein the neurological profile
further comprises attention span measures.
18. The apparatus of claim 11, wherein the neurological profile
further comprises detail processing levels.
19. The apparatus of claim 11, wherein the stimulus material is an
advertisement.
20. A system, comprising: means for receiving user information.
means for determining a neurological profile associated with a user
by processing user information at a neurological profile generator,
the neurological profile of the user comprising user
introversion/extroversion levels; means for selecting stimulus
material targeted for the neurological profile, the stimulus
material characteristics corresponding to user
introversion/extroversion levels, wherein the stimulus material is
presented to the user.
Description
TECHNICAL FIELD
[0001] The present disclosure relates to neurological profiles.
More particularly, the present disclosure relates to determining
neurological profiles for market matching and stimulus
presentation.
DESCRIPTION OF RELATED ART
[0002] A variety of conventional systems are available for
presenting advertising to a user. In some instances, advertising
can be personalized based on demographic information. For example,
a website may identify a user's gender and present product matches
directed to that gender. A program having a predominantly wealthier
audience may include advertising directed at wealthier individuals.
Viewers in a particular local market may be presented with
commercials tailored to that local market.
[0003] Although a variety of advertising presentation mechanisms
are available, the ability to tailor results to a particular user
or group are limited. Consequently, it is desirable to provide
improved mechanisms for performing market matching and stimulus
presentation.
BRIEF DESCRIPTION OF THE DRAWINGS
[0004] The disclosure may best be understood by reference to the
following description taken in conjunction with the accompanying
drawings, which illustrate particular example embodiments.
[0005] FIG. 1 illustrates one example of a system for performing
market matching and stimulus presentation.
[0006] FIG. 2 illustrates one example of a neurological profile
associated with determining introversion/extroversion.
[0007] FIG. 3 illustrates one example of a neurological profile
associated with determining visual element limitations.
[0008] FIG. 4 illustrates one example of neuro-response data
associated with evaluating simultaneous visual element
processing.
[0009] FIG. 5 illustrates one example of a system for analyzing a
categorical perception shift boundary and implementing
neurologically informed morphing.
[0010] FIG. 6 illustrates one example of a technique for performing
market matching and stimulus presentation using a neurological
profile.
[0011] FIG. 7 provides one example of a system that can be used to
implement one or more mechanisms.
DESCRIPTION OF PARTICULAR EMBODIMENTS
[0012] Reference will now be made in detail to some specific
examples of the invention including the best modes contemplated by
the inventors for carrying out the invention. Examples of these
specific embodiments are illustrated in the accompanying drawings.
While the invention is described in conjunction with these specific
embodiments, it will be understood that it is not intended to limit
the invention to the described embodiments. On the contrary, it is
intended to cover alternatives, modifications, and equivalents as
may be included within the spirit and scope of the invention as
defined by the appended claims.
[0013] For example, the techniques and mechanisms of the present
invention will be described in the context of particular types of
media. However, it should be noted that the techniques and
mechanisms of the present invention apply to a variety of different
types of media. In the following description, numerous specific
details are set forth in order to provide a thorough understanding
of the present invention. Particular example embodiments of the
present invention may be implemented without some or all of these
specific details. In other instances, well known process operations
have not been described in detail in order not to unnecessarily
obscure the present invention.
[0014] Various techniques and mechanisms of the present invention
will sometimes be described in singular form for clarity. However,
it should be noted that some embodiments include multiple
iterations of a technique or multiple instantiations of a mechanism
unless noted otherwise. For example, a system uses a processor in a
variety of contexts. However, it will be appreciated that a system
can use multiple processors while remaining within the scope of the
present invention unless otherwise noted. Furthermore, the
techniques and mechanisms of the present invention will sometimes
describe a connection between two entities. It should be noted that
a connection between two entities does not necessarily mean a
direct, unimpeded connection, as a variety of other entities may
reside between the two entities. For example, a processor may be
connected to memory, but it will be appreciated that a variety of
bridges and controllers may reside between the processor and
memory. Consequently, a connection does not necessarily mean a
direct, unimpeded connection unless otherwise noted.
[0015] Overview
[0016] A neurological profile associated with
introversion/extroversion levels, simultaneous visual element
processing capability, and/or dynamism processing capability, etc.,
is determined to select market categories and stimulus material
targeted to the particular neurological profile. The neurological
profile is determined using information such as user input, user
activity, social and environmental factors, genetic and
developmental factors, and/or neuro-response data. The neurological
profile can be matched with corresponding neurological profile
templates to select market categories and stimulus material.
EXAMPLE EMBODIMENTS
[0017] A variety of mechanisms for matching particular demographic
characteristics associated with a user with particular products,
services, and people are available. In one example, a web site
recognizes that an individual lives in a particular city and
provides services messages associated with that city. In another
example, a retailer knows a buyer's purchasing patterns and sends
marketing materials tailored to those purchasing patterns. In still
another example, a networking site determines a user's interests
and makes matches based on those interests.
[0018] Providing market matching and stimulus presentation services
based on demographic characteristics is effective but limited. Some
characteristics associated with a user or buyer may not be easily
discernible. In many instances, subjects may not even be aware of
their own preferences, capabilities, and behaviors. The techniques
and mechanisms of the present invention recognize that cognitive,
social, and emotional behavior is influenced by social,
environmental, and genetic factors reflected in neurological
profiles.
[0019] According to various embodiments, neurological profiles
associated with users are determined to better perform market
matching and stimulus presentation. In particular embodiments,
introversion/extroversion levels associated with a user are
determined in order to tailor advertising to the user. For example,
an extroverted user is presented with an image showing a large
group of people while an introverted user is presented with an
image showing one or two people. Advertising tailored to particular
introversion/extroversion levels may be selected and tailored to
the user. The techniques and mechanisms of the present invention
recognize that introverted users may be uncomfortable when provided
with materials showing large groups. Introversion/extroversion
levels may be provided by a user, determined based on user
activity, ascertained using social, environmental, and/or genetic
factors, or determined using neuro-response data.
[0020] According to various embodiments, neurological profiles are
generated for users and the neurological profiles are matched with
cognitive, social, demographic, and behavioral measures of
marketing response. In particular embodiments, extroverted
individuals may respond positively to party invitations while
introverted individuals may respond positively to book signings.
Marketing categories or stimulus materials can be associated with
particular neurological profiles or templates.
[0021] In another example, the number of visual elements a user can
simultaneously process is determined. According to various
embodiments, it is recognized that some individuals can
simultaneously process three visual elements while others can
process five visual elements. In particular embodiments, the three
visual elements may be three portions of a webpage. The number of
visual elements simultaneously processed can decrease with age.
According to various embodiments, the number of simultaneous visual
elements can be automatically selected based on demographic
information, user selection, social, environmental, and/or genetic
factors, and/or neuro-response data.
[0022] According to various embodiments, neurological profiles will
show increased neuro-response activity up to the maximum number of
visual elements a user can process. Advertising, websites, and
other stimulus can be tailored to particular individuals based on
visual element processing capabilities.
[0023] In still other examples, the amount of detail a user is
drawn do is determined using neurological profiles. According to
various embodiments, it is recognized that particular populations,
groups, and subgroups of people are drawn to detail while others
generally disregard detail. The amount of detail includes
intricacies in the design of a product. According to various
embodiments, marketing categories presented to a user can be
automatically selected based on demographic information, user
selection, social, environmental, and/or genetic factors, and/or
neuro-response data.
[0024] Although particular neurological profile characteristics are
described, it should be noted that a wide variety of
characteristics may be evaluated using neurological profiles.
According to various embodiments, the amount of dynamism needed in
media to elicit a response may be determined using neurological
profiles. In particular embodiments, younger individuals growing up
in a more media immersed environment may require more constantly
dynamism and changing visual elements in order to hold attention.
The number of distracters, number of repetitions, or the length of
a message may also be varied based on neurological profiles.
[0025] The targeted premium placements and advertisement spots can
be presented to a user on social networking sites, job placements
sites, program commercials, or other media.
[0026] FIG. 1 illustrates one example of a system for generating
neurological profiles for market matching and stimulus
presentation. According to various embodiments, a neurological
profile generator 111 receives user information. In particular
embodiments, the user information includes user input data 101,
user activity 103, social, genetic, and environmental factors 105,
and neuro-response data 107. The user input data 101 may be forms
or surveys completed by a user. User activity 103 may include user
media consumption patterns and purchasing patterns. For example,
user activity 103 may indicate that a user prefers highly adorned
and detail oriented web content. Social, genetic, and environmental
factors 105 may include profiles of friends and family members,
cultural and genetic differences, etc.
[0027] According to various embodiments, users in a particular
country may more likely be introverted than users in other
countries. In another example, an individual subscribing to a
particular religion may more likely prefer certain types of
activities. In particular embodiments, neuro-response data 107 may
also be obtained. Neuro-response data 107 may be obtained from the
user individually or deduced from other data. Neuro-response data
107 may include user responses collected using
Electroencephalography (EEG) or function Magnetic Resonance Imaging
(fMRI) when exposed to particular stimulus material such as video
showing large groups of people or highly ornate print
advertisements.
[0028] In particular embodiments, the neurological profile
generator 111 receives and user information and generate
neurological profiles of users, user subgroups, and user groups.
According to various embodiments, the neurological profiles
identify introversion/extroversion levels 121, simultaneous visual
element processing capability 123, detail processing levels 125,
etc. The neurological profile generator 111 may determine that a
particular user is introverted, can processing 3 visual elements
simultaneously, and does not have an eye for detail. Although on
particular types of neurological profile information are described,
it should be noted that other neurological profile characteristics
can also be determined. For example, levels of optimism/pessimism,
thinking/feeling, judging/perceiving, and sensing/intuition can be
identified using a neurological profile generator 111. The
neurological profile information is passed to a stimulus selection
device 131.
[0029] According to various embodiments, the stimulus selection
device 131 matches neurological profile information to cognitive,
social, demographic, and behavioral measures of marketing response.
Marketing categories and materials can be matched to particular
neurological profiles. In particular embodiments, a template
database 133 is accessed to perform matching. The stimulus
selection device may indicate that certain types or versions of
advertisements are more appropriate for a user with a particular
neurological profile.
[0030] According to various embodiments, the market matching
stimulus selection device 131 provides selection information to
entities such as service/content providers 143, media databases
141, and media devices 145. Programming, social network sites,
shopping destinations, can place targeted premium placements and
advertisement spots 151 as well as provide targeted products and
services.
[0031] FIG. 2 illustrates one example of obtaining a neurological
profile associated with introversion/extroversion. According to
various embodiments, user input is received at 201. User input may
include user submitted forms, surveys, and evaluations. At 205,
user activity is analyzed. User activity may include purchasing
patterns, activity patterns, etc. Although user input and user
activity is described, it should be noted that in various
embodiments, user input and user activity may not be used or
available. According to various embodiments, social, cultural, and
genetic factors are analyzed at 207. Social, cultural, and genetic
factors can have significant correlations with user extroversion
and introversion levels. In particular embodiments, subjects
growing up exposed to a particular culture may tend to be much more
introverted than subjects growing up exposed to another culture. It
should be noted that other factors such as developmental or
neo-natal factors can be evaluated as well.
[0032] According to various embodiments, subjects are exposed to
extrovert oriented and introvert oriented stimulus at 209.
Extrovert oriented stimulus may include video scenes of a large
group gathering or social event. Introvert oriented stimulus may
include video scenes of reading or relaxing alone. Subjects may
also be exposed to stimulus material in group and individual
settings at 211 to further gauge introversion/extroversion levels.
At 213, neuro-response data is receive and analyzed to determine
subject neuro-response activity when exposed to extrovert oriented
stimulus and introvert oriented stimulus in group and individual
settings. Responses may be compared to responses of known
introverts and extroverts and/or analyzed to determine attention,
emotional engagement, and memory retention levels in response to
the stimulus.
[0033] FIG. 3 illustrates one example of determining a neurological
profile associated with simultaneous visual element processing
capabilities. According to various embodiments, user input is
received at 301. User input may include user submitted forms,
surveys, and evaluations. At 305, user activity is analyzed. User
activity may include purchasing patterns, activity patterns, etc.
Although user input and user activity is described, it should be
noted that in various embodiments, user input and user activity may
not be used or available. According to various embodiments, social,
cultural, and genetic factors are analyzed at 307. Social,
cultural, and genetic factors can have significant correlations
with visual element processing capabilities. In particular
embodiments, younger subjects tend to be able to process
approximately four or five simultaneous visual elements. The visual
elements may be different portions of a web page or different
aspects of an image. In particular embodiments, older subjects tend
to be able to processing approximately three or four simultaneous
visual elements and may be more easily distracted.
[0034] According to various embodiments, subjects are exposed to
stimulus having varying numbers of simultaneous visual elements at
309. Neuro-response data such as EEG, fMRI, MEG, and
Electrooculography (EOG) data is received at 311. Neuro-response
data may be measured and analyzed on an individual basis, or on a
subgroup and group basis.
[0035] FIG. 4 illustrates one example of response data associated
with exposing a subject to simultaneous visual elements.
Neuro-response significance 401 is mapped as a function of time
403. According to various embodiments, response 407 corresponds to
an EEG response for a subject exposed to one visual element.
Response 409 may correspond to an EEG response for a subject
exposed to two visual elements. Response 411 may correspond to an
EEG response for a subject exposed to three visual elements.
[0036] According to various embodiments, a younger subject may
exhibit EEG responses corresponding to responses 415 and 417 when
exposed to four or five simultaneous visual elements respectively.
However, other subjects may exhibit EEG responses corresponding to
response 411 when exposed to three, four, or five simultaneous
visual elements. No additional neural activity may be measured as
elements are added to an image. According to various embodiments,
an older subject may show response 411 for a number of simultaneous
visual elements greater than or equal to three. In particular
embodiments, a younger subject may show response 417 for a number
of simultaneous visual elements greater than or equal to five.
[0037] FIG. 5 illustrates one example of a system for evaluating
neurological profiles. Neuro-response data can be collected and
analyzed to determine neurological profile characteristics such as
introversion/extroversion, simultaneous visual elements processing
capability, attention span, etc. Neuro-response data can also be
used to select media appropriate to the neurological profile
characteristics of a viewer for presentation to the viewer.
[0038] According to various embodiments, a system for evaluating
neurological profiles includes a stimulus presentation device 501.
In particular embodiments, the stimulus presentation device 501 is
merely a display, monitor, screen, speaker, etc., that provides
stimulus material to a user. Continuous and discrete modes are
supported. According to various embodiments, the stimulus
presentation device 501 also has protocol generation capability to
allow intelligent customization of stimuli provided to multiple
subjects in different markets.
[0039] According to various embodiments, stimulus presentation
device 501 could include devices such as televisions, cable
consoles, computers and monitors, projection systems, display
devices, speakers, tactile surfaces, etc., for presenting the video
and audio from different networks, local networks, cable channels,
syndicated sources, websites, internet content aggregators,
portals, service providers, etc.
[0040] According to various embodiments, the subjects 503 are
connected to data collection devices 505. The data collection
devices 505 may include a variety of neuro-response measurement
mechanisms including neurological and neurophysiological
measurements systems. According to various embodiments,
neuro-response data includes central nervous system, autonomic
nervous system, and effector data.
[0041] Some examples of central nervous system measurement
mechanisms include Functional Magnetic Resonance Imaging (fMRI),
Magnetoencephalography (MEG), optical imaging, and
Electroencephalography (EEG). fMRI measures blood oxygenation in
the brain that correlates with increased neural activity. However,
current implementations of fMRI have poor temporal resolution of
few seconds. MEG measures the magnetic fields produced by
electrical activity in the brain via extremely sensitive devices
such as superconducting quantum interference devices (SQUIDs).
optical imaging measures deflection of light from a laser or
infrared source to determine anatomic or chemical properties of a
material. EEG measures electrical activity associated with post
synaptic currents occurring in the milliseconds range. Subcranial
EEG can measure electrical activity with the most accuracy, as the
bone and dermal layers weaken transmission of a wide range of
frequencies. Nonetheless, surface EEG provides a wealth of
electrophysiological information if analyzed properly.
[0042] Autonomic nervous system measurement mechanisms include
Galvanic Skin Response (GSR), Electrocardiograms (EKG), pupillary
dilation, etc. Effector measurement mechanisms include
Electrooculography (EOG), eye tracking, facial emotion encoding,
reaction time etc.
[0043] According to various embodiments, the techniques and
mechanisms of the present invention intelligently blend multiple
modes and manifestations of precognitive neural signatures with
cognitive neural signatures and post cognitive neurophysiological
manifestations to more accurately allow assessment of alternate
media. In some examples, autonomic nervous system measures are
themselves used to validate central nervous system measures.
Effector and behavior responses are blended and combined with other
measures. According to various embodiments, central nervous system,
autonomic nervous system, and effector system measurements are
aggregated into a measurement that allows definitive evaluation
stimulus material
[0044] In particular embodiments, the data collection devices 505
include EEG 511, EOG 513, and fMRI 515. In some instances, only a
single data collection device is used. Data collection may proceed
with or without human supervision.
[0045] The data collection device 505 collects neuro-response data
from multiple sources. This includes a combination of devices such
as central nervous system sources (EEG, MEG, fMRI, optical
imaging), autonomic nervous system sources (EKG, pupillary
dilation), and effector sources (EOG, eye tracking, facial emotion
encoding, reaction time). In particular embodiments, data collected
is digitally sampled and stored for later analysis. In particular
embodiments, the data collected could be analyzed in real-time.
According to particular embodiments, the digital sampling rates are
adaptively chosen based on the neurophysiological and neurological
data being measured.
[0046] In one particular embodiment, the system includes EEG 511
measurements made using scalp level electrodes, EOG 513
measurements made using shielded electrodes to track eye data,
functional Magnetic Resonance Imaging (fMRI) 515 measurements made
non-invasively to show haemodynamic response related to neural
activity, using a differential measurement system, a facial
muscular measurement through shielded electrodes placed at specific
locations on the face, and a facial affect graphic and video
analyzer adaptively derived for each individual.
[0047] In particular embodiments, the data collection devices are
clock synchronized with a stimulus presentation device 501. In
particular embodiments, the data collection devices 505 also
include a condition evaluation subsystem that provides auto
triggers, alerts and status monitoring and visualization components
that continuously monitor the status of the subject, data being
collected, and the data collection instruments. The condition
evaluation subsystem may also present visual alerts and
automatically trigger remedial actions. According to various
embodiments, the data collection devices include mechanisms for not
only monitoring subject neuro-response to stimulus materials, but
also include mechanisms for identifying and monitoring the stimulus
materials. For example, data collection devices 505 may be
synchronized with a set-top box to monitor channel changes. In
other examples, data collection devices 505 may be directionally
synchronized to monitor when a subject is no longer paying
attention to stimulus material. In still other examples, the data
collection devices 505 may receive and store stimulus material
generally being viewed by the subject, whether the stimulus is a
program, a commercial, printed material, or a scene outside a
window. The data collected allows analysis of neuro-response
information and correlation of the information to actual stimulus
material and not mere subject distractions.
[0048] According to various embodiments, the system also includes a
data cleanser and analyzer device 521. In particular embodiments,
the data cleanser and analyzer device 521 filters the collected
data to remove noise, artifacts, and other irrelevant data using
fixed and adaptive filtering, weighted averaging, advanced
component extraction (like PCA, ICA), vector and component
separation methods, etc. This device cleanses the data by removing
both exogenous noise (where the source is outside the physiology of
the subject, e.g. a phone ringing while a subject is viewing a
video) and endogenous artifacts (where the source could be
neurophysiological, e.g. muscle movements, eye blinks, etc.).
[0049] The artifact removal subsystem includes mechanisms to
selectively isolate and review the response data and identify
epochs with time domain and/or frequency domain attributes that
correspond to artifacts such as line frequency, eye blinks, and
muscle movements. The artifact removal subsystem then cleanses the
artifacts by either omitting these epochs, or by replacing these
epoch data with an estimate based on the other clean data (for
example, an EEG nearest neighbor weighted averaging approach).
[0050] According to various embodiments, the data cleanser and
analyzer device 521 is implemented using hardware, firmware, and/or
software.
[0051] The data analyzer portion uses a variety of mechanisms to
analyze underlying data in the system to determine resonance.
According to various embodiments, the data analyzer customizes and
extracts the independent neurological and neuro-physiological
parameters for each individual in each modality, and blends the
estimates within a modality as well as across modalities to elicit
an enhanced response to the presented stimulus material. In
particular embodiments, the data analyzer aggregates the response
measures across subjects in a dataset.
[0052] According to various embodiments, neurological and
neuro-physiological signatures are measured using time domain
analyses and frequency domain analyses. Such analyses use
parameters that are common across individuals as well as parameters
that are unique to each individual. The analyses could also include
statistical parameter extraction and fuzzy logic based attribute
estimation from both the time and frequency components of the
synthesized response.
[0053] In some examples, statistical parameters used in a blended
effectiveness estimate include evaluations of skew, peaks, first
and second moments, distribution, as well as fuzzy estimates of
attention, emotional engagement and memory retention responses.
[0054] According to various embodiments, the data analyzer may
include an intra-modality response synthesizer and a cross-modality
response synthesizer. In particular embodiments, the intra-modality
response synthesizer is configured to customize and extract the
independent neurological and neurophysiological parameters for each
individual in each modality and blend the estimates within a
modality analytically to elicit an enhanced response to the
presented stimuli. In particular embodiments, the intra-modality
response synthesizer also aggregates data from different subjects
in a dataset.
[0055] According to various embodiments, the cross-modality
response synthesizer or fusion device blends different
intra-modality responses, including raw signals and signals output.
The combination of signals enhances the measures of effectiveness
within a modality. The cross-modality response fusion device can
also aggregate data from different subjects in a dataset.
[0056] According to various embodiments, the data analyzer also
includes a composite enhanced effectiveness estimator (CEEE) that
combines the enhanced responses and estimates from each modality to
provide a blended estimate of the effectiveness. In particular
embodiments, blended estimates are provided for each exposure of a
subject to stimulus materials. The blended estimates are evaluated
over time to assess resonance characteristics. According to various
embodiments, numerical values are assigned to each blended
estimate. The numerical values may correspond to the intensity of
neuro-response measurements, the significance of peaks, the change
between peaks, etc. Higher numerical values may correspond to
higher significance in neuro-response intensity. Lower numerical
values may correspond to lower significance or even insignificant
neuro-response activity. In other examples, multiple values are
assigned to each blended estimate. In still other examples, blended
estimates of neuro-response significance are graphically
represented to show changes after repeated exposure.
[0057] According to various embodiments, a data analyzer passes
data to a resonance estimator that assesses and extracts resonance
patterns. In particular embodiments, the resonance estimator
determines entity positions in various stimulus segments and
matches position information with eye tracking paths while
correlating saccades with neural assessments of attention, memory
retention, and emotional engagement. In particular embodiments, the
resonance estimator stores data in the priming repository system.
As with a variety of the components in the system, various
repositories can be co-located with the rest of the system and the
user, or could be implemented in remote locations.
[0058] FIG. 6 illustrates an example of a technique for analyzing
neurological profiles. At 601, a neurological profile for a user,
user subgroup, and/or a user group is determined. According to
various embodiments, the neurological profile may be determined
using user input data, user activity, social, genetic, and
environmental factors, and neuro-response data. In particular
embodiments, the neurological profile may also be derived based on
demographic factors associated with the user. According to various
embodiments, templates corresponding to the neurological profile
are identified at 605. Templates may be identified by finding
corresponding EEG and fMRI response data. Templates may be
associated with introverts, extroverts, detail oriented
individuals, individuals capable of processing numerous
simultaneous visual elements, etc.
[0059] According to various embodiments, the templates may be
generated using neuro-response data. For example, subjects known to
be introverts through a variety of measurements may have
neuro-response measurements collected and aggregated to create one
or more introvert templates.
[0060] According to various embodiments, data analysis is
performed. Data analysis may include intra-modality response
synthesis and cross-modality response synthesis to enhance
effectiveness measures. It should be noted that in some particular
instances, one type of synthesis may be performed without
performing other types of synthesis. For example, cross-modality
response synthesis may be performed with or without intra-modality
synthesis.
[0061] A variety of mechanisms can be used to perform data
analysis. In particular embodiments, a stimulus attributes
repository is accessed to obtain attributes and characteristics of
the stimulus materials, along with purposes, intents, objectives,
etc. In particular embodiments, EEG response data is synthesized to
provide an enhanced assessment of effectiveness. According to
various embodiments, EEG measures electrical activity resulting
from thousands of simultaneous neural processes associated with
different portions of the brain. EEG data can be classified in
various bands. According to various embodiments, brainwave
frequencies include delta, theta, alpha, beta, and gamma frequency
ranges. Delta waves are classified as those less than 4 Hz and are
prominent during deep sleep. Theta waves have frequencies between
3.5 to 7.5 Hz and are associated with memories, attention,
emotions, and sensations. Theta waves are typically prominent
during states of internal focus.
[0062] Alpha frequencies reside between 7.5 and 13 Hz and typically
peak around 10 Hz. Alpha waves are prominent during states of
relaxation. Beta waves have a frequency range between 14 and 30 Hz.
Beta waves are prominent during states of motor control, long range
synchronization between brain areas, analytical problem solving,
judgment, and decision making. Gamma waves occur between 30 and 60
Hz and are involved in binding of different populations of neurons
together into a network for the purpose of carrying out a certain
cognitive or motor function, as well as in attention and memory.
Because the skull and dermal layers attenuate waves in this
frequency range, brain waves above 75-80 Hz are difficult to detect
and are often not used for stimuli response assessment.
[0063] However, the techniques and mechanisms of the present
invention recognize that analyzing high gamma band (kappa-band:
Above 60 Hz) measurements, in addition to theta, alpha, beta, and
low gamma band measurements, enhances neurological attention,
emotional engagement and retention component estimates. In
particular embodiments, EEG measurements including difficult to
detect high gamma or kappa band measurements are obtained,
enhanced, and evaluated. Subject and task specific signature
sub-bands in the theta, alpha, beta, gamma and kappa bands are
identified to provide enhanced response estimates. According to
various embodiments, high gamma waves (kappa-band) above 80 Hz
(typically detectable with sub-cranial EEG and/or
magnetoencephalograophy) can be used in inverse model-based
enhancement of the frequency responses to the stimuli.
[0064] Various embodiments of the present invention recognize that
particular sub-bands within each frequency range have particular
prominence during certain activities. A subset of the frequencies
in a particular band is referred to herein as a sub-band. For
example, a sub-band may include the 40-45 Hz range within the gamma
band. In particular embodiments, multiple sub-bands within the
different bands are selected while remaining frequencies are band
pass filtered. In particular embodiments, multiple sub-band
responses may be enhanced, while the remaining frequency responses
may be attenuated.
[0065] An information theory based band-weighting model is used for
adaptive extraction of selective dataset specific, subject
specific, task specific bands to enhance the effectiveness measure.
Adaptive extraction may be performed using fuzzy scaling. Stimuli
can be presented and enhanced measurements determined multiple
times to determine the variation profiles across multiple
presentations. Determining various profiles provides an enhanced
assessment of the primary responses as well as the longevity
(wear-out) of the marketing and entertainment stimuli. The
synchronous response of multiple individuals to stimuli presented
in concert is measured to determine an enhanced across subject
synchrony measure of effectiveness. According to various
embodiments, the synchronous response may be determined for
multiple subjects residing in separate locations or for multiple
subjects residing in the same location.
[0066] Although a variety of synthesis mechanisms are described, it
should be recognized that any number of mechanisms can be
applied--in sequence or in parallel with or without interaction
between the mechanisms.
[0067] Although intra-modality synthesis mechanisms provide
enhanced significance data, additional cross-modality synthesis
mechanisms can also be applied. A variety of mechanisms such as
EEG, Eye Tracking, fMRI, EOG, and facial emotion encoding are
connected to a cross-modality synthesis mechanism. Other mechanisms
as well as variations and enhancements on existing mechanisms may
also be included. According to various embodiments, data from a
specific modality can be enhanced using data from one or more other
modalities. In particular embodiments, EEG typically makes
frequency measurements in different bands like alpha, beta and
gamma to provide estimates of significance. However, the techniques
of the present invention recognize that significance measures can
be enhanced further using information from other modalities.
[0068] For example, facial emotion encoding measures can be used to
enhance the valence of the EEG emotional engagement measure. EOG
and eye tracking saccadic measures of object entities can be used
to enhance the EEG estimates of significance including but not
limited to attention, emotional engagement, and memory retention.
According to various embodiments, a cross-modality synthesis
mechanism performs time and phase shifting of data to allow data
from different modalities to align. In some examples, it is
recognized that an EEG response will often occur hundreds of
milliseconds before a facial emotion measurement changes.
Correlations can be drawn and time and phase shifts made on an
individual as well as a group basis. In other examples, saccadic
eye movements may be determined as occurring before and after
particular EEG responses. According to various embodiments, fMRI
measures are used to scale and enhance the EEG estimates of
significance including attention, emotional engagement and memory
retention measures.
[0069] Evidence of the occurrence or non-occurrence of specific
time domain difference event-related potential components (like the
DERP) in specific regions correlates with subject responsiveness to
specific stimulus. According to various embodiments, ERP measures
are enhanced using EEG time-frequency measures (ERPSP) in response
to the presentation of the marketing and entertainment stimuli.
Specific portions are extracted and isolated to identify ERP, DERP
and ERPSP analyses to perform. In particular embodiments, an EEG
frequency estimation of attention, emotion and memory retention
(ERPSP) is used as a co-factor in enhancing the ERP, DERP and
time-domain response analysis.
[0070] EOG measures saccades to determine the presence of attention
to specific objects of stimulus. Eye tracking measures the
subject's gaze path, location and dwell on specific objects of
stimulus. According to various embodiments, EOG and eye tracking is
enhanced by measuring the presence of lambda waves (a
neurophysiological index of saccade effectiveness) in the ongoing
EEG in the occipital and extra striate regions, triggered by the
slope of saccade-onset to estimate the significance of the EOG and
eye tracking measures. In particular embodiments, specific EEG
signatures of activity such as slow potential shifts and measures
of coherence in time-frequency responses at the Frontal Eye Field
(FEF) regions that preceded saccade-onset are measured to enhance
the effectiveness of the saccadic activity data.
[0071] According to various embodiments, facial emotion encoding
uses templates generated by measuring facial muscle positions and
movements of individuals expressing various emotions prior to the
testing session. These individual specific facial emotion encoding
templates are matched with the individual responses to identify
subject emotional response. In particular embodiments, these facial
emotion encoding measurements are enhanced by evaluating
inter-hemispherical asymmetries in EEG responses in specific
frequency bands and measuring frequency band interactions. The
techniques of the present invention recognize that not only are
particular frequency bands significant in EEG responses, but
particular frequency bands used for communication between
particular areas of the brain are significant. Consequently, these
EEG responses enhance the EMG, graphic and video based facial
emotion identification.
[0072] According to various embodiments, post-stimulus versus
pre-stimulus differential measurements of ERP time domain
components in multiple regions of the brain (DERP) are measured.
The differential measures give a mechanism for eliciting responses
attributable to the stimulus. For example the messaging response
attributable to an advertisement or the brand response attributable
to multiple brands is determined using pre-resonance and
post-resonance estimates
[0073] Market categories associated with the templates are selected
for the user at 607. In particular embodiments, stimulus material
associated with templates is selected at 609. For example,
advertisements showing large gatherings of people may be selected
for individuals having high extroversion levels. Advertisements
having a large number of simultaneous visual elements may be
selected for individuals having the capability to process a larger
number of simultaneous visual elements. At 611, stimulus material
targeted to the neurological profile of the user is presented to
the user.
[0074] According to various embodiments, various mechanisms such as
the data collection mechanisms, the intra-modality synthesis
mechanisms, cross-modality synthesis mechanisms, etc. are
implemented on multiple devices. However, it is also possible that
the various mechanisms be implemented in hardware, firmware, and/or
software in a single system.
[0075] FIG. 7 provides one example of a system that can be used to
implement one or more mechanisms. For example, the system shown in
FIG. 7 may be used to implement an alternate media system.
[0076] According to particular example embodiments, a system 700
suitable for implementing particular embodiments of the present
invention includes a processor 701, a memory 703, an interface 711,
and a bus 715 (e.g., a PCI bus). When acting under the control of
appropriate software or firmware, the processor 701 is responsible
for such tasks such as pattern generation. Various specially
configured devices can also be used in place of a processor 701 or
in addition to processor 701. The complete implementation can also
be done in custom hardware. The interface 711 is typically
configured to send and receive data packets or data segments over a
network. Particular examples of interfaces the device supports
include host bus adapter (HBA) interfaces, Ethernet interfaces,
frame relay interfaces, cable interfaces, DSL interfaces, token
ring interfaces, and the like.
[0077] According to particular example embodiments, the system 700
uses memory 703 to store data, algorithms and program instructions.
The program instructions may control the operation of an operating
system and/or one or more applications, for example. The memory or
memories may also be configured to store received data and process
received data.
[0078] Because such information and program instructions may be
employed to implement the systems/methods described herein, the
present invention relates to tangible, machine readable media that
include program instructions, state information, etc. for
performing various operations described herein. Examples of
machine-readable media include, but are not limited to, magnetic
media such as hard disks, floppy disks, and magnetic tape; optical
media such as CD-ROM disks and DVDs; magneto-optical media such as
optical disks; and hardware devices that are specially configured
to store and perform program instructions, such as read-only memory
devices (ROM) and random access memory (RAM). Examples of program
instructions include both machine code, such as produced by a
compiler, and files containing higher level code that may be
executed by the computer using an interpreter.
[0079] Although the foregoing invention has been described in some
detail for purposes of clarity of understanding, it will be
apparent that certain changes and modifications may be practiced
within the scope of the appended claims. Therefore, the present
embodiments are to be considered as illustrative and not
restrictive and the invention is not to be limited to the details
given herein, but may be modified within the scope and equivalents
of the appended claims.
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