Analysis of marketing and entertainment effectiveness using central nervous system, autonomic nervous system, and effector data

Abstract

Example methods, apparatus, systems and machine readable media are disclosed herein for analyzing response data from subjects exposed to media. An example method includes obtaining first response data from a first data collection modality and second response data from a second data collection modality from a subject exposed to an advertisement or entertainment. The example method also includes generating a coupling index based on first data from a first frequency band of the first response data and second data from a second frequency band of the first response data, the first frequency band and the second frequency band being different. In addition, the example methods includes generating validation data based on the second response data and one or more of the first response data or the coupling index and determining an effectiveness of the advertisement or entertainment based on one or more of the coupling index or the validation data.

1 . (canceled) 
     
     
         2 . A method comprising:
 analyzing electroencephalographic data gathered from a subject while exposed to an advertisement or entertainment, the electroencephalographic data comprising a first frequency band and a second frequency band;   identifying 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; and   determining an effectiveness of the advertisement or entertainment based on the degree of phase synchrony.   
     
     
         3 . The method of  claim 2 , wherein the first frequency band is generated in a first region of brain of the subject and the second frequency band is generated in a second region of the brain. 
     
     
         4 . The method of  claim 2 , wherein the first frequency band comprises kappa band waves. 
     
     
         5 . The method of  claim 2  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 first frequency band; and 
 determining the effectiveness of the advertisement or entertainment based on the first change and the second change. 
 
     
     
         6 . The method of  claim 5 , wherein determining the effectiveness further based on a coherence between the first change and the second change. 
     
     
         7 . The method of  claim 5 , 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. 
     
     
         8 . The method of  claim 2  further comprising:
 generating a coupling index based on the first frequency band and the second frequency band; 
 generating validation data based on non-electroencephalographic neuro-response data gathered from the subject while exposed to the advertisement or entertainment and the coupling index; and 
 determining the effectiveness of the advertisement or entertainment further based on the validation data. 
 
     
     
         9 . A system comprising:
 an analyzer to analyze electroencephalographic data gathered from a subject while exposed to an advertisement or entertainment, the electroencephalographic data comprising a first frequency band and a second frequency band;   a processor 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; and   an estimator to determine an effectiveness of the advertisement or entertainment based on the degree of phase synchrony.   
     
     
         10 . The system of  claim 9 , 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. 
     
     
         11 . The system of  claim 9 , wherein the first frequency band comprises kappa band waves. 
     
     
         12 . The system of  claim 9 , wherein
 the processor is to:
 determine a first change between a first amplitude in the first frequency band and a second amplitude in the first frequency band; and 
 determine a second change between a third amplitude in the second frequency band and a fourth amplitude in the second frequency band; and 
   the estimator is to determine the effectiveness of the advertisement or entertainment based on the first change and the second change.   
     
     
         13 . The system of  claim 12 , wherein the estimator is to further determine the effectiveness of the advertisement or entertainment based on a coherence between the first change and the second change. 
     
     
         14 . The system of  claim 12 , 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. 
     
     
         15 . The system of  claim 9 , wherein
 the processor is to:
 generate a coupling index based on the first frequency band and the second frequency band; and 
 generate validation data based on non-electroencephalographic neuro-response data gathered from the subject while exposed to the advertisement or entertainment and the coupling index; and 
   the estimator is to further determine the effectiveness of the advertisement or entertainment based on the validation data.   
     
     
         16 . A tangible machine readable storage device or storage disc comprising machine readable instructions thereon which, when read, cause a machine to at least:
 analyze electroencephalographic data gathered from a subject while exposed to an advertisement or entertainment, the electroencephalographic data comprising a first frequency band and a second frequency band;   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; and   determine an effectiveness of the advertisement or entertainment based on the degree of phase synchrony.   
     
     
         17 . The device or disc of  claim 16 , 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 effectiveness of the advertisement or entertainment based on the first change and the second change.   
     
     
         18 . The device or disc of  claim 17 , wherein the instructions cause the machine to further determine the effectiveness based on a coherence between the first change and the second change. 
     
     
         19 . The device or disc of  claim 17 , 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. 
     
     
         20 . The device or disc of  claim 16 , wherein the instructions cause the machine to at least:
 generate a coupling index based on the first frequency band and the second frequency band;   generate validation data based on non-electroencephalographic neuro-response data gathered from the subject while exposed to the advertisement or entertainment and the coupling index; and   determine the effectiveness of the advertisement or entertainment further based on the validation data.