Protocol generator and presenter device for analysis of marketing and entertainment effectiveness

1. A device, comprising:

a data collector to collect electroencephalography data from a brain of a panelist exposed to media; and

a data analyzer comprising a processor configured to:

determine neuro-response data representative of an interaction between a first frequency band of the electroencephalography data and a second frequency band of the electroencephalography data by detecting a first pattern of oscillation in the first frequency band, detecting a second pattern of oscillation in the second frequency band and identifying a degree of phase synchrony between the first pattern and the second pattern;

determine an effectiveness of the media based on the degree of phase synchrony; and

provide feedback indicative of the effectiveness, the generator to dynamically adjust at least one presentation parameter of the media.

2. The device of claim 1 , wherein the at least one of the presentation parameters comprises a duration of the media.

3. The device of claim 1 , wherein the at least one of the presentation parameters comprises a number of repetitions of at least a portion of the media.

4. The device of claim 1 , wherein the at least one of the presentation parameters comprises a number and a type of neurophysiological baselines.

5. The device of claim 4 , wherein the neuro-response data comprises at least one of central nervous system data, autonomic nervous system data or effector data.

6. The device of claim 1 , wherein the data collector is to further collect data from a second modality different from electroencephalography.

7. The device of claim 6 , wherein the second modality comprises at least one of electrooculography or galvanic skin response.

8. The device of claim 1 , wherein the data analyzer is to generate a composite of the electroencephalography data to determine the effectiveness of the media.

9. The device of claim 8 , wherein the composite comprises at least one of time shifted data, phase shifted data, correlated data or validated data.

10. The device of claim 1 , wherein the data collector is to collect data representing brain activity in different brain regions.

11. The device of claim 10 , wherein the interaction is between electroencephalographic data from the different brain regions.

12. The device of claim 1 , wherein the data collector is to collect inter-hemispheric measurements.

13. The device of claim 12 , wherein the inter-hemispheric measurements include asymmetries in inter-regional intra-hemisphere inter-frequency couplings.

14. The device of claim 1 , wherein the data analyzer is to extract a single trial evoked information based on the electroencephalography data.

15. The device of claim 1 , wherein the data collector is to gather facial expression data and the data analyzer is to match the facial expression data with one or more facial emotion encoding templates to identify an emotional response of the subject.

16. A method, comprising:

collecting electroencephalography data from a brain of a panelist exposed to media;

developing, with a processor, neuro-response data representative of an interaction between a first frequency band of the electroencephalography data and a second frequency band of the electroencephalography data by detecting a first pattern of oscillation in the first frequency band, detecting a second pattern of oscillation in the second frequency band and identifying a degree of phase synchrony between the first pattern and the second pattern;

determining, using the processor, an effectiveness of the media based on the neuro-response data; and

dynamically adjusting at least one presentation parameter of the media based on the effectiveness.

17. The method of claim 16 , wherein the at least one of the presentation parameters comprises at least one of a duration of the media, a number of repetitions of at least a portion of the media, a number of neurophysiological baselines or a type of neurophysiological baseline.

18. The method of claim 16 further comprising collecting data from a second modality different from electroencephalography, the second modality comprising one or more of electrooculography, galvanic skin response or facial expression encoding.

19. The method of claim 16 , wherein the electroencephalography data represents brain activity measured in different brain regions.

20. The method of claim 16 , wherein the neuro-response data comprises data representing inter-hemispheric measurements including asymmetries in inter-regional intra-hemisphere inter-frequency couplings.

21. The method of claim 16 , wherein the second frequency band being different than the first frequency band.

22. A tangible machine readable device or disc storing machine readable instructions thereon which, when read, cause a machine to at least:

develop neuro-response data representative of an interaction between a first frequency band of electroencephalography data collected from a brain of a panelist exposed to the media and a second frequency band of the electroencephalography data by detecting a first pattern of oscillation in the first frequency band, detecting a second pattern of oscillation in the second frequency band and identifying a degree of phase synchrony between the first pattern and the second pattern;

determine an effectiveness of the media based on the neuro-response data; and

dynamically adjust at least one presentation parameter of the media based on the effectiveness.

23. The machine readable device or disc medium of claim 22 wherein the at least one of the presentation parameters comprises at least one of a duration of the media, a number of repetitions of at least a portion of the media, a number of neurophysiological baselines or a type of neurophysiological baseline.