Consumer experience portrayal effectiveness assessment system
View Patent ↗A system assesses consumer experience portrayal effectiveness by evaluating neuro-response measurements for a consumer directly experiencing stimulus and/or indirectly experiencing stimulus through observation of another. Neuro-response measurements are collected using multiple modalities to evaluate personal and observed experiences of products, services, offerings, and stimulus. Examples of neuro-response measurements include Electroencephalography (EEG), Galvanic Skin Response (GSR), Electrocardiograms (EKG), Electrooculography (EOG), eye tracking, and facial emotion encoding measurements. In many instances, neuro-response data is combined with other data and analyzed to assess total consumer experience portrayal effectiveness.
1. A method, comprising:
obtaining first neuro-response data from a first frequency band of brain activity measured in a first hemisphere of a brain of a first subject exposed to a second subject having a consumer experience and second neuro-response data from a second frequency band of brain activity measured in a second hemisphere of the brain, the first frequency band and the second frequency band occurring at a same period in time, and the consumer experience having a plurality of components;
identifying, using a processor, a first asymmetry based on the first neuro-response data and the second neuro-response data for a first of the plurality of components, the first asymmetry identified by:
comparing a first amplitude of the first frequency band and a second amplitude of the second frequency band to determine a first difference between the first amplitude of the first frequency band and the second amplitude of the second frequency band; and
assigning a first value to the first asymmetry based on the first difference between the first amplitude of the first frequency band and the second amplitude of the second frequency band;
identifying, a second asymmetry based on the first neuro-response data and the second neuro-response data for a second of the plurality of components, the second asymmetry identified by:
comparing a third amplitude of the first frequency band and a fourth of the second frequency band amplitude to determine a second difference between the third amplitude of the first frequency band and the fourth amplitude of the second frequency band; and
assigning a second value to the second asymmetry based on the second difference between the third amplitude of the first frequency band and the fourth amplitude of the second frequency band; and
assessing a first effectiveness of the first component based on the first value of the first asymmetry and a second effectiveness of the second component based on the second value of the second asymmetry.
2. The method of claim 1 , wherein the plurality of components includes a plurality of actions made by the second subject.
3. The method of claim 2 , wherein the plurality of actions includes at least one of purchasing, opening, consuming or recounting an advertisement, entertainment or product.
4. The method of claim 1 , wherein the plurality of components includes a plurality of sensations experienced by the second subject.
5. The method of claim 4 , wherein the plurality of sensations includes at least one of seeing, hearing, tasting, smelling or feeling a product.
6. The method of claim 1 , wherein the first and second neuro-response data are collected by electroencephalography, and further comprising collecting third neuro-response data using a second data collection modality different than the electroencephalography and assessing at least one of the first effectiveness or the second effectiveness based on the third neuro-response data.
7. The method of claim 6 , wherein the second data collection modality includes at least one of electrooculography, galvanic skin response, electrocardiography, pupillary dilation or eye tracking.
8. The method of claim 1 , wherein at least one of the first frequency band or the second frequency band includes at least one of a theta frequency band, an alpha frequency band, a beta frequency band, a gamma frequency band or a high gamma frequency band.
9. The method of claim 1 , wherein the first frequency band and the second frequency band are different types of frequency bands.
10. The method of claim 1 further comprising aligning one or more of the first neuro-response or the second neuro-response with one or more actions made by the second subject.
11. A system, comprising:
a data collector to obtain first neuro-response data from a first frequency band of brain activity measured in a first hemisphere of a brain of a first subject exposed to a second subject having a consumer experience and second neuro-response data from a second frequency band of brain activity measured in a second hemisphere of the brain, the first frequency band and the second frequency occurring at a same period in time, and the consumer experience having a plurality of components; and
an analyzer comprising a processor configured to:
identify a first asymmetry based on the first neuro-response data and the second neuro-response data for a first of the plurality of components, the first asymmetry identified by:
comparing a first amplitude of the first frequency band and a second amplitude of the second frequency band to determine a first difference between the first amplitude of the first frequency band and the second amplitude of the second frequency band; and
assigning a first value to the first asymmetry based on the first difference between the first amplitude of the first frequency band and the second amplitude of the second frequency band;
identify a second asymmetry based on the first neuro-response data and the second neuro-response data for a second of the plurality of components, the second asymmetry identified by:
comparing a third amplitude of the first frequency band and a fourth amplitude of the second frequency band to determine a second difference between the third amplitude of the first frequency band and the fourth amplitude of the second frequency band;
assigning a second value to the second asymmetry based on the second difference between the third amplitude of the first frequency band and the fourth amplitude of the second frequency band; and
assess a first effectiveness of the first component based on the first value of the first asymmetry and a second effectiveness of the second component based on the second value of the second asymmetry.
12. The system of claim 11 , wherein the plurality of components includes a plurality of actions made by the second subject.
13. The system of claim 12 , wherein the plurality of actions includes at least one of purchasing, opening, consuming or recounting an advertisement, entertainment or product.
14. The system of claim 11 , wherein the plurality of components includes a plurality of sensations experienced by the second subject.
15. The system of claim 14 , wherein the plurality of sensations includes at least one of seeing, hearing, tasting, smelling or feeling a product.
16. The system of claim 11 , wherein the data collector is to obtain third neuro-response data using a second data collection modality different than electroencephalography, and the data analyzer is to assess at least one of the first effectiveness or the second effectiveness based on the third neuro-response data.
17. The system of claim 16 , wherein the second data collection modality includes at least one of electrooculography, galvanic skin response, electrocardiography, pupillary dilation or eye tracking.
18. A tangible machine readable storage device or disc comprising storing machine readable instructions thereon which, when read, cause a machine to at least:
identify a first asymmetry based on first neuro-response data and the second neuro-response data for a first of the plurality of components, the first neuro-response data obtained from a first frequency band of brain activity measured in a first hemisphere of a brain of a first subject exposed to a second subject having a consumer experience, the second neuro-response data obtained from a second frequency band of brain activity measured in a second hemisphere of the brain, the first frequency band and the second frequency band occurring at a same period in time, the consumer experience having a plurality of components, and the first asymmetry identified by:
comparing a first amplitude of the first frequency band and a second amplitude of the second frequency band to determine a first difference between the first amplitude of the first frequency band and the second amplitude of the second frequency band; and
assigning a first value to the first asymmetry based on the first difference between the first amplitude of the first frequency band and the second amplitude of the second frequency band;
identify a second asymmetry based on the first neuro-response data and the second neuro-response data for a second of the plurality of components, the second asymmetry identified by:
comparing a third amplitude of the first frequency band and a fourth amplitude of the second frequency band to determine a second difference between the third amplitude of the first frequency band and the fourth amplitude of the second frequency band; and
assigning a second value to the second asymmetry based on the second difference between the third amplitude of the first frequency band and the fourth amplitude of the second frequency band;
assess a first effectiveness of the first component based on the first value of the first symmetry; and
assess a second effectiveness of the second component based on the second value of the second symmetry.
19. The machine readable device or disc of claim 18 , wherein the plurality of components includes a plurality of actions made by the second subject.
20. The machine readable device or disc of claim 18 , wherein the plurality of actions includes at least one of purchasing, opening, consuming or recounting an advertisement, entertainment or product.
21. The machine readable device or disc of claim 18 , wherein the plurality of components includes a plurality of sensations experienced by the second subject.
22. The machine readable device or disc of claim 18 , wherein the plurality of sensations includes at least one of seeing, hearing, tasting, smelling or feeling an advertisement, entertainment or product.