INTRA-MODALITY SYNTHESIS OF CENTRAL NERVOUS SYSTEM, AUTONOMIC NERVOUS SYSTEM, AND EFFECTOR DATA
An intra-modality response synthesizer analyzes and enhances central nervous system, autonomic nervous system, and effector data to evaluate subject response to stimuli. A data collection mechanism obtains response data from a subject exposed to stimuli, such as marketing and entertainment stimuli. The intra-modality response synthesizer analyzes and synthesizes a plurality of modality specific response measures from central nervous system, autonomic nervous system, and effector systems. For example, the intra-modality response synthesizer analyzes response data including neurophysiological data to evaluate the effectiveness of stimuli by analyzing interactions between multiple regions of the brain.
1 . A system, comprising:
a data collection mechanism operable to obtain response data from a subject exposed to marketing stimuli;
an intra-modality response synthesizer operable to analyze response data to evaluate effectiveness of stimuli, wherein response data includes central nervous system, autonomic nervous system, and effector data.
2 . The system of claim 1 , wherein response data is enhanced by analyzing interactions between multiple regions of the brain.
3 . The system of claim 1 , wherein the subject is exposed to entertainment stimuli.
4 . The system of claim 1 , wherein the response data is obtained using a plurality of modalities
5 . The system of claim 1 , wherein different frequency bands are evaluated to assess communications between multiple regions of the brain.
6 . The system of claim 5 , wherein different frequency subbands are evaluated to assess the communication between multiple regions of the brain.
7 . The system of claim 1 , wherein the data collection mechanism comprises electroencephalography (EEG) and electrooculography (EOG)
8 . The system of claim 7 , wherein combined time-frequency responses of ongoing EEG are determined to extract single trial evoked information
9 . The system of claim 7 , wherein the data collection mechanism further comprises Galvanic Skin Response (GSR).
10 . The system of claim 1 , wherein the intra-modality response synthesizer performs time and phase shifting and correlation.
11 . The system of claim 10 , wherein the intra-modality response synthesizer determines types of interactions between the plurality of brain regions.
12 . The system of claim 1 , wherein inter-frequency coupling in the signals, including signals modulated on a carrier wave, is measured to determine effectiveness of stimuli.
13 . The system of claim 1 , wherein inter-hemispheric time-frequency measurements, including specific band and/or sub-band powers, asymmetries in inter-regional intra-hemispheric coherencies, and asymmetries in inter-regional intra-hemisphere inter-frequency coupling are analyzed to determine effectiveness of stimuli.
14 . The system of claim 1 , wherein individual specific facial emotion encoding templates are matched with individual responses to enhance the identification of subject emotional response.
15 . A method, comprising:
receiving response data including neurophysiological data resulting from exposure of a subject to stimuli;
analyzing response data to evaluate effectiveness of stimuli, wherein response data including neurophysiological data is enhanced by analyzing interactions between multiple regions of the brain.
16 . The method of claim 15 , wherein the stimuli includes marketing and entertainment materials.
17 . The method of claim 15 , wherein different frequency bands are used to assess the communication between multiple regions of the brain.
18 . The method of claim 15 , wherein different frequency subbands are used to assess the communication between multiple regions of the brain.
19 . The method of claim 15 , wherein response data is collected from a subject using electroencephalography (EEG) and electrooculography (EOG)
20 . The method of claim 19 , wherein combined time-frequency responses of ongoing EEG are determined to extract single trial evoked information
21 . The method of claim 19 , wherein response data is collected using Galvanic Skin Response (GSR).
22 . The method of claim 10 , wherein types of interactions between the plurality of brain regions are determined.
23 . The method of claim 15 , wherein inter-frequency coupling in the signals, including signals modulated on a carrier wave, is measured to determine effectiveness of stimuli.
24 . The method of claim 15 , wherein inter-hemispheric time-frequency measurements, including specific band and/or sub-band powers, asymmetries in inter-regional intra-hemispheric coherencies, and asymmetries in inter-regional intra-hemisphere inter-frequency coupling are analyzed to determine effectiveness of stimuli.
25 . The method of claim 15 , wherein individual specific facial emotion encoding templates are matched with individual responses to enhance the identification of subject emotional response.
26 . An apparatus, comprising:
means for receiving response data including neurophysiological data resulting from exposure of a subject to stimuli;
means for analyzing response data to evaluate effectiveness of stimuli, wherein response data including neurophysiological data is enhanced by analyzing interactions between multiple regions of the brain.
27 . The apparatus of claim 26 , wherein the stimuli includes marketing and entertainment materials.