U.S. patent application number 13/945357 was filed with the patent office on 2013-11-14 for analysis of marketing and entertainment effectiveness using magnetoencephalography.
The applicant listed for this patent is Ramachandran Gurumoorthy, Robert T. Knight, Anantha Pradeep. Invention is credited to Ramachandran Gurumoorthy, Robert T. Knight, Anantha Pradeep.
Application Number | 20130304540 13/945357 |
Document ID | / |
Family ID | 40472458 |
Filed Date | 2013-11-14 |
United States Patent
Application |
20130304540 |
Kind Code |
A1 |
Pradeep; Anantha ; et
al. |
November 14, 2013 |
ANALYSIS OF MARKETING AND ENTERTAINMENT EFFECTIVENESS USING
MAGNETOENCEPHALOGRAPHY
Abstract
Example methods, apparatus, systems and machine readable media
are disclosed herein for analyzing magnetoencephalographic response
data from subjects exposed to media. An example method includes
identifying a degree of phase synchrony between a first pattern of
oscillation in a first frequency band and a second pattern of
oscillation in a second frequency band of magnetoencephalographic
response data gathered from a subject exposed to an advertisement
or entertainment. In the example method, the
magnetoencephalographic response data comprises the first frequency
band and the second frequency band. In addition, the example method
includes determining an effectiveness of the advertisement or
entertainment based on the degree of phase synchrony
Inventors: |
Pradeep; Anantha; (Berkeley,
CA) ; Knight; Robert T.; (Berkeley, CA) ;
Gurumoorthy; Ramachandran; (Berkeley, CA) |
|
Applicant: |
Name |
City |
State |
Country |
Type |
Pradeep; Anantha
Knight; Robert T.
Gurumoorthy; Ramachandran |
Berkeley
Berkeley
Berkeley |
CA
CA
CA |
US
US
US |
|
|
Family ID: |
40472458 |
Appl. No.: |
13/945357 |
Filed: |
July 18, 2013 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
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12234388 |
Sep 19, 2008 |
8494610 |
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13945357 |
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60973917 |
Sep 20, 2007 |
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Current U.S.
Class: |
705/7.29 |
Current CPC
Class: |
A61B 5/04008 20130101;
A61B 5/4035 20130101; G06Q 30/02 20130101; G06Q 30/0201 20130101;
A61B 5/7235 20130101 |
Class at
Publication: |
705/7.29 |
International
Class: |
G06Q 30/02 20060101
G06Q030/02 |
Claims
1. A method comprising: identifying a degree of phase synchrony
between a first pattern of oscillation in a first frequency band
and a second pattern of oscillation in a second frequency band of
magnetoencephalographic response data gathered from a subject
exposed to an advertisement or entertainment, the
magnetoencephalographic response data comprising the first
frequency band and the second frequency band; and determining an
effectiveness of the advertisement or entertainment based on the
degree of phase synchrony.
2. The method of claim 1, wherein identifying the degree of phase
synchrony comprises detecting a repeating sequence of relative
phase angles between the first pattern of oscillation in the first
frequency band and the second pattern of oscillation in the second
frequency band.
3. The method of claim 1, wherein the first frequency band is
generated in a first region of a brain of the subject and the
second frequency band is generated in a second region of the
brain.
4. The method of claim 1, further comprising: determining a first
change between a first amplitude in the first frequency band and a
second amplitude in the first frequency band; determining a second
change between a third amplitude in the second frequency band and a
fourth amplitude in the second frequency band; and determining the
degree of phase synchrony based on the first change and the second
change.
5. The method of claim 4, wherein determining the effectiveness of
the advertisement or entertainment is based on a coherence between
the first change and the second change.
6. The method of claim 4, wherein the first amplitude and the third
amplitude occur at a first time and the second amplitude and the
fourth amplitude occur at a second time different than the first
time.
7. The method of claim 1, wherein the first frequency band
comprises kappa band waves.
8. The method of claim 1, further comprising determining dipole
localization measurements based on the magnetoencephalography
data.
9. The method of claim 1, wherein the first frequency band
comprises a first range of frequencies gathered from a first region
of the brain and the second frequency band comprises the first
range of frequencies gathered from a second region of the
brain.
10. A system comprising: a storage memory comprising machine
readable instructions; and a processor to execute the instructions
to: identify a degree of phase synchrony between a first pattern of
oscillation in the first frequency band and a second pattern of
oscillation in the second frequency band of magnetoencephalographic
response data gathered from a subject exposed to an advertisement
or entertainment, the magnetoencephalographic response data
comprising the first frequency band and the second frequency band;
and determine an effectiveness of the advertisement or
entertainment based on the degree of phase synchrony.
11. The system of claim 10, wherein the processor is to identify
the degree of phase synchrony by detecting a repeating sequence of
relative phase angles between the first pattern of oscillation in
the first frequency band and the second pattern of oscillation in
the second frequency band.
12. The system of claim 10, wherein the first frequency band is
generated in a first region of a brain of the subject and the
second frequency band is generated in a second region of the
brain.
13. The system of claim 10, wherein the processor is further to:
determine a first change between a first amplitude in the first
frequency band and a second amplitude in the first frequency band;
determine a second change between a third amplitude in the second
frequency band and a fourth amplitude in the second frequency band;
and determine the degree of phase synchrony based on the first
change and the second change.
14. The system of claim 13, wherein the processor is to determine
the effectiveness of the advertisement or entertainment based on a
coherence between the first change and the second change.
15. The system of claim 13, wherein the first amplitude and the
third amplitude occur at a first time and the second amplitude and
the fourth amplitude occur at a second time different than the
first time.
16. The system of claim 10, wherein the first frequency band
comprises kappa band waves.
17. A machine readable storage device or storage disk comprising
machine readable instructions which, when read, cause a machine to
at least: identify a degree of phase synchrony between a first
pattern of oscillation in the first frequency band and a second
pattern of oscillation in the second frequency band of
magnetoencephalographic response data gathered from a subject
exposed to an advertisement or entertainment, the
magnetoencephalographic response data comprising the first
frequency band and the second frequency band; and determine an
effectiveness of the advertisement or entertainment based on the
degree of phase synchrony.
18. The storage device or storage disk of claim 17, wherein the
instructions cause the machine to at least identify a degree of
phase synchrony by detecting a repeating sequence of relative phase
angles between the first pattern of oscillation in the first
frequency band and the second pattern of oscillation in the second
frequency band.
19. The storage device or storage disk of claim 17, wherein the
first frequency band is generated in a first region of a brain of
the subject and the second frequency band is generated in a second
region of the brain.
20. The storage device or storage disk of claim 17, wherein the
instructions cause the machine to at least: determine a first
change between a first amplitude in the first frequency band and a
second amplitude in the first frequency band; determine a second
change between a third amplitude in the second frequency band and a
fourth amplitude in the second frequency band; and determine the
degree of phase synchrony based on the first change and the second
change.
21. The storage device or storage disk of claim 17, wherein the
instructions cause the machine to at least determine the
effectiveness of the advertisement or entertainment based on a
coherence between the first change and the second change.
Description
CROSS-REFERENCE TO RELATED APPLICATIONS
[0001] This patent arises from a continuation of U.S. patent
application Ser. No. 12/234,388, which was filed on Sep. 19, 2008,
and claims the benefit under 35 U.S.C..sctn.119(e) to U.S.
Provisional Application 60/973,917, which was filed on Sep. 20,
2007. This patent claims the benefit of U.S. patent application
Ser. No. 12/234,388 and U.S. Provisional Application 60/973,917,
and both U.S. patent application Ser. No. 12/234,388 and U.S.
Provisional Application 60/973,917 are hereby incorporated herein
by reference in their entireties.
FIELD OF THE DISCLOSURE
[0002] The present disclosure relates to the analysis of the
effectiveness of marketing and entertainment using
Magnetoencephalography (MEG) and other central nervous system,
autonomic nervous system, and effector measurement mechanisms.
BACKGROUND
[0003] Conventional systems for measuring the effectiveness of
entertainment and marketing including advertising, brand messages,
and product placement rely on either survey based evaluations or
limited neurophysiological measurements used in isolation. These
conventional systems provide some useful data but are highly
inefficient and inaccurate due to a variety of semantic, syntactic,
metaphorical, cultural, social, and interpretative errors and
biases. The systems and techniques themselves used to obtain
neurophysiological measurements are also highly limited.
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 determining
the effectiveness of marketing and entertainment by using central
nervous system, autonomic nervous system, and effector
measures.
[0006] FIG. 2 illustrates a particular example of a system having
an intelligent protocol generator and presenter device and
individual mechanisms for intra-modality response synthesis.
[0007] FIG. 3 illustrates a particular example of an intra-modality
synthesis mechanism for Magnetoencephalography (MEG).
[0008] FIG. 4 illustrate another particular example of synthesis
for Magnetoencephalography (MEG).
[0009] FIG. 5 illustrates a particular example of a cross-modality
synthesis mechanism.
[0010] FIG. 6 is one example of a sample flow process diagram
showing a technique for obtaining neurological and
neurophysiological data.
[0011] FIG. 7 provides one example of a system that can be used to
implement one or more mechanisms.
DETAILED DESCRIPTION
[0012] Reference will now be made in detail to some specific
examples of the disclosure including the best modes contemplated by
the inventors for carrying out the disclosure. Examples of these
specific embodiments are illustrated in the accompanying drawings.
While the disclosure is described in conjunction with these
specific embodiments, it will be understood that it is not intended
to limit the disclosure 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
disclosure as defined by the appended claims.
[0013] For example, the techniques and mechanisms of the present
disclosure will be described in the context of evaluating
entertainment and marketing effectiveness. However, it should be
noted that the techniques and mechanisms of the present disclosure
apply to a variety of different types of entertainment and
marketing such as video and audio streams, media advertising,
product placement, brand effectiveness, printed advertisements,
etc. It should be noted that various mechanisms and techniques can
be applied to any type of stimuli. In the following description,
numerous specific details are set forth in order to provide a
thorough understanding of the present disclosure. Particular
example embodiments of the present disclosure 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 disclosure.
[0014] Various techniques and mechanisms of the present disclosure
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 disclosure unless otherwise noted. Furthermore, the
techniques and mechanisms of the present disclosure 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.
Overview
[0015] Disclosed herein are improved methods and apparatus for
measuring and analyzing neurological and neurophysiological data,
such as central nervous system, autonomic nervous system, and
effector data obtained during evaluation of the effectiveness of
entertainment and marketing materials.
[0016] Central nervous system, autonomic nervous system, and
effector data is measured and analyzed to determine the
effectiveness of marketing and entertainment stimuli. A data
collection mechanism including multiple modalities such as
Magnetoencephalography (MEG), Electrooculography (EOG), Galvanic
Skin Response (GSR), etc., collects response data from subjects
exposed to marketing and entertainment stimuli. A data cleanser
mechanism filters the response data. The response data is enhanced
using intra-modality response synthesis and/or a cross-modality
response synthesis.
EXAMPLES
[0017] Conventional mechanisms for obtaining information about the
effectiveness of various types of stimuli such as marketing and
entertainment materials have generally relied on focus groups and
surveys. Subjects are provided with oral and written mechanisms for
conveying their thoughts and feelings elicited in response to a
particular advertisement, brand, media clip, etc. These oral and
written mechanisms provide some limited information on the
effectiveness of the marketing and entertainment materials, but
have a variety of limitations. For example, subjects may be unable
or unwilling to express their true thoughts and feelings about a
topic, or questions may be phrased with built in bias. Articulate
subjects may be given more weight than nonexpressive ones. A
variety of semantic, syntactic, metaphorical, cultural, social and
interpretive biases and errors prevent accurate and repeatable
evaluation.
[0018] Some efforts have been made to use isolated neurological and
neurophysiological measurements to gauge subject responses. Some
examples of central nervous system measurement mechanisms include
Functional Magnetic Resonance Imaging (fMRI) and
Magnetoencephalography (MEG). 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 electrical activity associated with post
synaptic currents occurring in the milliseconds range. MEG provides
an electromagnetic measurement of neural activity generated by
coherent ensembles of neurons. Similar to Electroencephalography
(EEG), MEG provides precise temporal measures of neural activity.
MEG, however, has further benefits such as providing enhanced
dipole localization relative to EEG. Thus MEG provides an
electromagnetic measurement technique that provides both temporally
and spatially localized measures of neural activity.
[0019] In addition to localizing regional activations, the MEG
activity can be divided into time-frequency analyses of on-going
MEG and extraction of stimulus or response locked
Event-Related-Potential or Event Related Power Spectrum
Perturbations. Subcranial MEG can measure electrical activity with
the most accuracy, as the bone and dermal layers weaken
transmission of a wide range of frequencies. Nonetheless, surface
MEG provides a wealth of electrophysiological information if
analyzed properly.
[0020] 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.
[0021] Some conventional mechanisms cite a particular neurological
or neurophysiological measurement characteristic as indicating a
particular thought, feeling, mental state, or ability. For example,
one mechanism purports that the contraction of a particular facial
muscle indicates the presence of a particular emotion. Others
measure general activity in particular areas of the brain and
suggest that activity in one portion may suggest lying while
activity in another portion may suggest truthfulness. However,
these mechanisms are severely limited in their ability to
accurately reflect a subject's actual thoughts. It is recognized
that a particular region of the brain can not be mapped to a
particular thought. Similarly, a particular eye movement can not be
mapped to a particular emotion. Even when there is a strong
correlation between a particular measured characteristic and a
thought, feeling, or mental state, the correlations are not
perfect, leading to a large number of false positives and false
negatives.
[0022] Consequently, the techniques and mechanisms of the present
disclosure intelligently blend multiple modes and manifestations of
precognitive neural signatures with cognitive neural signatures and
post cognitive neurophysiological manifestations to more accurately
access the effectiveness of marketing and entertainment materials.
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.
[0023] Intra-modality measurement enhancements are made in addition
to the cross-modality measurement mechanism enhancements. According
to various embodiments, brain activity is measured not just to
determine the regions of activity, but to determine interactions
and types of interactions between various regions. The techniques
and mechanisms of the present disclosure recognize that
interactions between neural regions support orchestrated and
organized behavior. Thoughts and abilities are not merely based on
one part of the brain but instead rely on network interactions
between brain regions.
[0024] The techniques and mechanisms of the present disclosure
further recognize that different frequency bands used for
multi-regional communication can be indicative of the effectiveness
of stimuli. For example, associating a name to a particular face
may entail activity in communication pathways tuned to particular
frequencies. According to various embodiments, select frequency
bands are analyzed after filtering. The techniques and mechanisms
of the present disclosure also recognize that high gamma band
frequencies have significance. Inter-frequency coupling in the
signals have also been determined to indicate effectiveness.
Signals modulated on a carrier wave have also been determined to be
important in evaluating thoughts and actions. In particular
embodiments, the types of frequencies measured are subject and/or
task specific. For example, particular types of frequencies in
specific pathways are measured if a subject is being exposed to a
new product.
[0025] In particular embodiments, evaluations are calibrated to
each subject and synchronized across subjects. In particular
embodiments, templates are created for subjects to create a
baseline for measuring pre and post stimulus differentials.
According to various embodiments, stimulus generators are
intelligent, and adaptively modify specific parameters such as
exposure length and duration for each subject being analyzed.
[0026] Consequently, the techniques and mechanisms of the present
disclosure provide a central nervous system, autonomic nervous
system, and effector measurement and analysis system that can be
applied to evaluate the effectiveness of materials such as
marketing and entertainment materials. Marketing materials may
include advertisements, commercials, media clips, brand messages,
product brochures, company logos, etc. An intelligent stimulus
generation mechanism intelligently adapts output for particular
users and purposes. A variety of modalities can be used including
MEG, GSR, EKG, pupillary dilation, EOG, eye tracking, facial
emotion encoding, reaction time, etc. Individual modalities such as
MEG are enhanced by intelligently recognizing neural region
communication pathways. Cross modality analysis is enhanced using a
synthesis and analytical blending of central nervous system,
autonomic nervous system, and effector signatures. Synthesis and
analysis by mechanisms such as time and phase shifting,
correlating, and validating intra-modal determinations allow
generation of a composite output characterizing the effectiveness
of various stimuli.
[0027] FIG. 1 illustrates one example of a system for determining
the effectiveness of marketing and entertainment by using central
nervous system, autonomic nervous system, and effector measures.
According to various embodiments, the neuroanalysis system includes
a protocol generator and presenter device 101. In particular
embodiments, the protocol generator and presenter device 101 is
merely a presenter device and merely presents stimuli to a user.
The stimuli may be a media clip, a commercial, a brand image, a
magazine advertisement, a movie, an audio presentation, particular
tastes, smells, textures and/or sounds. The stimuli can involve a
variety of senses and occur with or without human supervision.
Continuous and discrete modes are supported. According to various
embodiments, the protocol generator and presenter device 101 also
has protocol generation capability to allow intelligent
customization of stimuli provided to a subject.
[0028] According to various embodiments, the subjects 103 are
connected to data collection devices 105. The data collection
devices 105 may include a variety of neurological and
neurophysiological measurement mechanisms such as MEG, EOG, GSR,
EKG, pupillary dilation, eye tracking, facial emotion encoding, and
reaction time devices, etc. In particular embodiments, the data
collection devices 105 include MEG 111, EOG 113, and GSR 115. In
some instances, only a single data collection device is used. Data
collection may proceed with or without human supervision.
[0029] The data collection device 105 collects neuro-physiological
data from multiple sources. This includes a combination of devices
such as central nervous system sources (MEG), autonomic nervous
system sources (GSR, 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.
[0030] In one particular embodiment, the neurological and
neurophysiological analysis system includes MEG 111 measurements
made using scalp level electrodes, EOG 113 measurements made using
shielded electrodes to track eye data, GSR 115 measurements
performed 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.
[0031] In particular embodiments, the data collection devices are
clock synchronized with a protocol generator and presenter device
101. The data collection system 105 can collect data from a single
individual (1 system), or can be modified to collect synchronized
data from multiple individuals (N+1 system). The N+1 system may
include multiple individuals synchronously tested in isolation or
in a group setting. In particular embodiments, the data collection
devices 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.
[0032] According to various embodiments, the neurological and
neurophysiological analysis system also includes a data cleanser
device 121. In particular embodiments, the data cleanser device 121
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) and endogenous artifacts (where the
source could be neurophysiological like muscle movement, eye
blinks, etc.).
[0033] 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 MEG nearest neighbor weighted averaging approach).
[0034] According to various embodiments, the data cleanser device
121 is implemented using hardware, firmware, and/or software. It
should be noted that although a data cleanser device 121 is shown
located after a data collection device 105 and before synthesis
devices 131 and 141, the data cleanser device 121 like other
components may have a location and functionality that varies based
on system implementation. For example, some systems may not use any
automated data cleanser device whatsoever. In other systems, data
cleanser devices may be integrated into individual data collection
devices.
[0035] The data cleanser device 121 passes data to the
intra-modality response synthesizer 131. The intra-modality
response synthesizer 131 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.
[0036] According to various embodiments, the cross-modality
response synthesis or fusion device 141 blends different
intra-modality responses, including raw signals and signals output
from synthesizer 131. The combination of signals enhances the
measures of effectiveness within a modality. The cross-modality
response fusion device 141 can also aggregate data from different
subjects in a dataset.
[0037] According to various embodiments, the system also includes a
composite enhanced effectiveness estimator (CEEE) 153 that combines
the enhanced responses and estimates from each modality to provide
a blended estimate of the effectiveness of the marketing and
entertainment stimuli for various purposes. Stimulus effectiveness
measures are output at 161.
[0038] FIG. 2 illustrates a particular example of a system having
an intelligent protocol generator and presenter device (where the
intelligence could include a feedback based on prior responses) and
individual mechanisms for intra-modality response synthesis.
[0039] According to various embodiments, the system includes a
protocol generator and presenter device 201. In particular
embodiments, the protocol generator and presenter device 201 is
merely a presenter device and merely presents preconfigured stimuli
to a user. The stimuli may be media clips, commercials, brand
images, magazine advertisements, movies, audio presentations,
particular tastes, textures, smells, and/or sounds. The stimuli can
involve a variety of senses and occur with or without human
supervision. Continuous and discrete modes are supported. According
to various embodiments, the protocol generator and presenter device
201 also has protocol generation capability to allow intelligent
modification of the types of stimuli provided to a subject. In
particular embodiments, the protocol generator and presenter device
201 receives information about stimulus effectiveness measures from
component 261.
[0040] The protocol generator and presenter device 201 dynamical
adapts stimuli presentation by using information from the analysis
of attention, analysis of emotional engagement, analysis of memory
retention, analysis of overall visual, audio, other sensory
effectiveness, and ad, show, or content effectiveness, implicit
analysis of brand impact, implicit analysis of brand meaning,
implicit analysis of brand archetype, implicit analysis of brand
imagery, implicit analysis of brand words, explicit analysis of
brand impact, explicit analysis of brand meaning, explicit analysis
of brand archetype, explicit analysis of brand imagery, explicit
analysis of brand words; analysis of characters in the ad, analysis
of emotive response to characters in the ad/show/content, analysis
of character interaction in the ad/show/content; elicitation of
core components of the ad/show/content for print purposes,
elicitation of core components of the ad/show/content for billboard
purposes; elicitation of the ocular metrics like hot-zones in the
ad/show/content by eye dwell time, micro and macro saccade
separation, saccadic returns to points of interest; elicitation of
points for product placement, elicitation of points for logo and
brand placement; analysis of game effectiveness, analysis of
product placement in games; analysis of website effectiveness,
webpage dropoff in a site. According to various embodiments, the
information is provided by component 261. In particular
embodiments, the protocol generator and presenter device 201 can
itself obtain some of this information.
[0041] The protocol generator and presenter device 201 uses a data
model along with linguistic and image tools like valence, arousal,
meaning matched word/phrase generators, valence and arousal matched
image/video selectors to generate parameters regarding the
experiment. In particular examples, the protocol generator and
presenter device 201 may vary individual presentation parameters
like time and duration of the experiment, the number of repetitions
of the stimuli based on signal to noise requirements, and the
number and repetitions of the stimuli for habituation and wear-out
studies, the type and number of neuro-physiological baselines, and
the self reporting surveys to include.
[0042] In particular examples, the protocol generator and presenter
device 201 customizes presentations to a group of subjects or to
individual subjects. According to various embodiments, the subjects
are connected to data collection devices 205. The data collection
devices 205 may involve any type of neurological and
neurophysiological mechanism such as MEG, EOG, GSR, EKG, pupillary
dilation, eye tracking, facial emotion encoding, reaction rime,
etc. In particular embodiments, the data collection devices 205
include MEG 211, EOG 213, and GSR 215. In some instances, only a
single modality is used. In other instances, multiple modalities
are used and may vary depending on the type of effectiveness
evaluation. Data collection may proceed without or without human
supervision.
[0043] The data collection device 205 automatically collects
neuro-physiological data from multiple sources. This includes a
combination of devices such as central nervous system sources
(MEG), autonomic nervous system sources (GSR, 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. The digital
sampling rates are adaptively chosen based on the type of
neurophysiological and neurological data being measured.
[0044] In particular embodiments, the system includes MEG 211
measurements made using scalp level electrodes, EOG 213
measurements made using shielded electrodes to track eye data, GSR
215 measurements performed using a differential measurement system,
and a facial affect graphic and video analyzer adaptively derived
for each individual.
[0045] According to various embodiments, the data collection
devices are clock synchronized with a protocol generator and
presenter device 201. The data collection system 205 can collect
data from a single individual (1 system), or can be modified to
collect synchronized data from multiple individuals (N+1 system).
The N+1 system could include multiple individuals synchronously
recorded in a group setting or in isolation. In particular
embodiments, the data collection devices also include a condition
evaluation subsystem that provides auto triggers, alerts and status
monitoring and visualization components that continuously monitor
the status of the data being collected as well as the status of the
data collection instruments themselves. The condition evaluation
subsystem may also present visual alerts and automatically trigger
remedial actions.
[0046] According to various embodiments, the system also includes a
data cleanser device 221. In particular embodiments, the data
cleanser device 221 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) and endogenous
artifacts (where the source could be neurophysiological like muscle
movement, eye blinks).
[0047] The artifact removal subsystem includes mechanisms to
selectively isolate and review the output of each of the 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 MEG nearest neighbor weighted averaging approach),
or removes these components from the signal.
[0048] According to various embodiments, the data cleanser device
221 is implemented using hardware, firmware, and/or software. It
should be noted that although a data cleanser device 221 is shown
located after a data collection device 205 and before synthesis
devices 231 and 241, the data cleanser device 221 like other
components may have a location and functionality that varies based
on system implementation. For example, some systems may not use any
automated data cleanser device whatsoever. In other systems, data
cleanser devices may be integrated into individual data collection
devices.
[0049] The data cleanser device 221 passes data to the
intra-modality response synthesizer 231. 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. According to various embodiments, various modules
perform synthesis in parallel or in series, and can operate on data
directly output from a data cleanser device 221 or operate on data
output from other modules. For example, MEG synthesis module 233
can operate on the output of EOG synthesis module 235. GSR module
237 can operate on data output from MEG module 233.
[0050] According to various embodiments, the cross-modality
response synthesis or fusion device 241 blends different
intra-modality responses, including raw signals as well as signals
output from synthesizer 231. The combination of signals enhances
the measures of effectiveness within a modality. The cross-modality
response fusion device 241 can also aggregate data from different
subjects in a dataset.
[0051] According to various embodiments, the neuro analysis system
also includes a composite enhanced effectiveness estimator (CEEE)
251 that combines the enhanced responses and estimates from each
modality to provide a blended estimate of the effectiveness of the
marketing and advertising stimuli for various purposes. Stimulus
effectiveness measures are output at 261. A portion or all of the
effectiveness measures (intra-modality synthesizer, cross modality
fusion device, and/or the CEEE) can be provided as feedback to a
protocol generator and presenter device 201 to further customize
stimuli presented to users 203.
[0052] FIG. 3 illustrates a particular example of an intra-modality
synthesis mechanism. In particular embodiments, MEG response data
is synthesized to provide an enhanced assessment of marketing and
entertainment effectiveness. According to various embodiments, MEG
measures electrical activity resulting from thousands of
simultaneous neural processes associated with different portions of
the brain. MEG 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.
[0053] 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.
[0054] However, the techniques and mechanisms of the present
disclosure 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, MEG measurements including difficult to
detect high gamma or kappa band measurements are obtained,
enhanced, and evaluated at 301. At 303, 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 MEG and
magnetoencephalograophy) can be used in inverse model-based
enhancement of the frequency responses to the stimuli.
[0055] Various embodiments of the present disclosure 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.
[0056] At 305, inter-regional coherencies of the sub-band
measurements are determined. According to various embodiments,
inter-regional coherencies are determined using gain and phase
coherences, Bayesian references, and mutual information theoretic
measures of independence and directionality, and Granger causality
techniques of the MEG response in the different bands. In
particular embodiments, inter-regional coherencies are determined
using fuzzy logic to estimate effectiveness of the stimulus in
evoking specific type of responses in individual subjects.
[0057] At 307, inter-hemispheric time-frequency measurements are
evaluated. In particular embodiments, asymmetries in specific band
powers, asymmetries in inter-regional intra-hemispheric coherences,
and asymmetries in inter-regional intra-hemisphere inter-frequency
coupling are analyzed to provide measures of emotional
engagement.
[0058] At 309, inter-frequency coupling assessments of the response
are determined In particular embodiments, a coupling index
corresponding to the measure of specific band activity in synchrony
with the phase of other band activity is determined to ascertain
the significance of the marketing and advertising stimulus or
sub-sections thereof. At 313, a reference scalp power frequency
curve is determined using a baseline electrocorticogram (ECoG)
power by frequency function driven model. The reference scale power
frequency curve is compared to an individual scalp record power by
frequency curve to derive scaled estimates of marketing and
entertainment effectiveness. According to various embodiments,
scaled estimates are derived used fuzzy scaling.
[0059] At 315, 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. At 321,
stimuli can be presented and enhanced measurements determined
multiple times to determine the variation or habituation profiles
across multiple presentations. Determining the variation and/or
habituation profiles provides an enhanced assessment of the primary
responses as well as the longevity (wear-out) of the marketing and
entertainment stimuli. At 323, 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.
[0060] 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. In some examples, processes 321 and 323 can be applied
to any modality. FIG. 4 illustrates a particular example of
synthesis for Magnetoencephalography (MEG) data, including ERP and
continuous MEG.
[0061] ERPs can be reliably measured using magnetoencephalography
(MEG), a procedure that measures electrical activity of the brain.
Although an MEG reflects thousands of simultaneously ongoing brain
processes, the brain response to a certain stimulus may not be
visible using MEG. ERP data includes cognitive neurophysiological
responses that manifests after the stimulus is presented. In many
instances, it is difficult to see an ERP after the presentation of
a single stimulus. The most robust ERPs are seen after tens or
hundreds of individual presentations are combined. This combination
removes noise in the data and allows the voltage response to the
stimulus to stand out more clearly. In addition to averaging the
embodiment includes techniques to extract single trial evoked
information from the ongoing MEG.
[0062] While evoked potentials reflect the processing of the
physical stimulus, event-related potentials are caused by the
"higher" processes that might involve memory, expectation,
attention, or changes in the mental state, among others. According
to various embodiments, evidence of the occurrence or
non-occurrence of specific time domain components in specific
regions of the brain are used to measure subject responsiveness to
specific stimulus.
[0063] According to various embodiments, ERP data can be enhanced
using a variety of mechanisms. At 401, event related time-frequency
analysis of stimulus response--event related power spectral
perturbations (ERPSPs)--is performed across multiple frequency
bands such as theta, delta, alpha, beta, gamma and high gamma
(kappa). According to various embodiments, a baseline ERP is
determined At 403, a differential event related potential (DERP) is
evaluated to assess stimulus attributable differential
responses.
[0064] At 405, a variety of analysis techniques including principal
component analysis (PCA), independent component analysis (ICA), and
Monte Carlos analysis can be applied to evaluate an ordered ranking
of the effectiveness across multiple stimuli. In particular
embodiments, PCA is used to reduce multidimensional data sets to
lower dimensions for analysis. ICA is typically used to separate
multiple components in a signal. Monte Carlo relies on repeated
random sampling to compute results. According to various
embodiments, an ERP scenario is developed at 407 to determine a
subject, session and task specific response baseline. The baseline
can then be used to enhance the sensitivity of other ERP responses
to the tested stimuli.
[0065] At 421, stimuli can be presented and enhanced measurements
determined multiple times to determine the variation or habituation
profiles across multiple presentations. Determining the variation
and/or habituation profiles provides an enhanced assessment of the
primary responses as well as the longevity (wear-out) of the
marketing and entertainment stimuli. At 423, 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] A variety of processes such as processes 421, and 423 can be
applied to a number of modalities, including EOG, eye tracking,
GSR, facial emotion encoding, etc. In addition, synthesis of data
from mechanisms such as EOG and eye tracking can also benefit from
the grouping objects of interest into temporally and spatially
defined entities using micro and macro saccade patterns. Gaze,
dwell, return of eye movements to primarily center around the
defined entities of interest and inhibition of return to novel
regions of the material being evaluated are measured to determine
the degree of engagement and attention evoked by the stimulus.
[0067] Although intra-modality synthesis mechanisms provide
enhanced effectiveness data, additional cross-modality synthesis
mechanisms can also be applied. FIG. 5 illustrates a particular
example of a cross-modality synthesis mechanism 521. A variety of
mechanisms such as MEG 501, Eye Tracking 503, GSR 505, EOG 507, and
facial emotion encoding 509 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, MEG typically makes frequency measurements
in different bands like alpha, beta and gamma to provide estimates
of effectiveness. However, the techniques of the present disclosure
recognize that effectiveness 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 MEG emotional engagement measure. EOG
and eye tracking saccadic measures of object entities can be used
to enhance the MEG estimates of effectiveness 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 MEG 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 MEG responses. According to various embodiments, time
corrected GSR measures are used to scale and enhance the MEG
estimates of effectiveness 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 MEG 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 MEG
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
MEG in the occipital and extra striate regions, triggered by the
slope of saccade-onset to estimate the effectiveness of the EOG and
eye tracking measures. In particular embodiments, specific MEG
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] GSR typically measures the change in general arousal in
response to stimulus presented. According to various embodiments,
GSR is enhanced by correlating MEG/ERP responses and the GSR
measurement to get an enhanced estimate of subject engagement. The
GSR latency baselines are used in constructing a time-corrected GSR
response to the stimulus. The time-corrected GSR response is
co-factored with the MEG measures to enhance GSR effectiveness
measures.
[0072] 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 MEG responses in specific
frequency bands and measuring frequency band interactions. The
techniques of the present disclosure recognize that not only are
particular frequency bands significant in MEG responses, but
particular frequency bands used for communication between
particular areas of the brain are significant. Consequently, these
MEG responses enhance the EMG, graphic and video based facial
emotion identification.
[0073] FIG. 6 is a flow process diagram showing a technique for
obtaining neurological and neurophysiological data. At 601, a
protocol is generated and stimulus is provided to one or more
subjects. According to various embodiments, stimulus includes
streaming video, media clips, printed materials, individual
products, etc. The protocol determines the parameters surrounding
the presentation of stimulus, such as the number of times shown,
the duration of the exposure, sequence of exposure, segments of the
stimulus to be shown, etc. Subjects may be isolated during exposure
or may be presented materials in a group environment with or
without supervision. At 603, subject responses are collected using
a variety of modalities, such as MEG, ERP, EOG, GSR, etc. In some
examples, verbal and written responses can also be collected and
correlated with neurological and neurophysiological responses. At
605, data is passed through a data cleanser to remove noise and
artifacts that may make data more difficult to interpret. According
to various embodiments, the data cleanser removes MEG electrical
activity associated with blinking and other endogenous/exogenous
artifacts.
[0074] At 611, intra-modality response synthesis is performed to
enhance effectiveness measures. According to various embodiments,
dipole localization measurements are performed to allow improved
spatial resolution of brain activity. In particular embodiments,
MEG provides enhanced dipole localization and allows determination
of temporal and spatial locations of neural activity. At 613,
cross-modality response synthesis is performed to further enhance
effectiveness measures. It should be noted that in some particular
instances, one type of synthesis may be performed without
performing the other type of synthesis. For example, cross-modality
response synthesis may be performed with or without intra-modality
synthesis. At 615, a composite enhanced effectiveness estimate is
provided. At 621, feedback is provided to the protocol generator
and presenter device for additional evaluations. This feedback
could be provided by the cross-modality response synthesizer or
other mechanisms.
[0075] 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. 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 a data
cleanser device or a cross-modality responses synthesis device.
[0076] According to particular example embodiments, a system 700
suitable for implementing particular embodiments of the present
disclosure 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] In addition, various very high-speed interfaces may be
provided such as fast Ethernet interfaces, Gigabit Ethernet
interfaces, ATM interfaces, HSSI interfaces, POS interfaces, FDDI
interfaces and the like. Generally, these interfaces may include
ports appropriate for communication with the appropriate media. In
some cases, they may also include an independent processor and, in
some instances, volatile RAM. The independent processors may
control such communications intensive tasks as data synthesis.
[0078] 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.
[0079] Because such information and program instructions may be
employed to implement the systems/methods described herein, the
present disclosure 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.
[0080] Although the foregoing disclosure 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 disclosure is not to be limited to the details
given herein, but may be modified within the scope and equivalents
of the appended claims.
* * * * *