Neuro-physiology and neuro-behavioral based stimulus targeting system

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 neuro-response data from a first frequency band and second neuro-response data from a second frequency band of brain activity of a subject exposed to one or more of an advertisement or entertainment, the first frequency band and the second frequency band being different. The example method also includes combining the first and second neuro-response data and data representative of a first attribute of the first advertisement or entertainment to generate selection information. In addition, the example method includes selecting a second advertisement or entertainment for presentation to the subject based on the selection information and data representative of a second attribute of the second advertisement or entertainment.

1 . (canceled) 
     
     
         2 . A method comprising:
 analyzing first neuro-response data comprising first data from a first frequency band gathered from a subject while exposed to media by:
 determining a first distance between (1) a first peak of the first frequency band and (2) a second peak of the first frequency band; 
 determining a second distance between (1) a third peak of the first frequency band and (2) the second peak of the first frequency band or a (3) fourth peak of the first frequency band; and 
 determining a first difference between the first distance and the second distance; and 
   selecting a first advertisement or entertainment to present to the subject based on the first difference.   
     
     
         3 . The method of  claim 2 , wherein the first difference indicates a level of engagement. 
     
     
         4 . The method of  claim 2  further comprising modifying the media to present the first advertisement or entertainment. 
     
     
         5 . The method of  claim 2 , wherein selecting the first advertisement or entertainment comprises changing a channel. 
     
     
         6 . The method of  claim 2  further comprising:
 analyzing second data from a second frequency band of the first neuro-response data gathered from the subject while exposed to media by:
 determining a third distance between (1) a fifth peak of the second frequency band and (2) a sixth peak of the second frequency band; 
 determining a fourth distance between (1) a seventh peak of the second frequency band and (2) the sixth peak of the second frequency band or (3) an eighth peak of the second frequency band; and 
 determining a second difference between the third distance and the fourth distance, 
 
 wherein selecting the first advertisement or entertainment to present to the subject is further based on the second difference. 
 
     
     
         7 . The method of  claim 6 , wherein the first peak and the fifth peak occur substantially simultaneously, the second peak and the sixth peak occur substantially simultaneously, the third peak and the seventh peak occur substantially simultaneously, and the fourth peak and the eighth peak occur substantially simultaneously. 
     
     
         8 . The method of  claim 6 , wherein the first frequency band and the second frequency band are different types of frequency bands. 
     
     
         9 . The method of  claim 6 , wherein the first frequency band and the second frequency band are the same type of frequency band, the first frequency band gathered from a first hemisphere of a brain of the subject and the second frequency band gathered from a second hemisphere of the brain. 
     
     
         10 . The method of  claim 2  wherein selecting the first advertisement or entertainment is further based on an attribute of the subject. 
     
     
         11 . The method of  claim 2  further comprising determining a duration of exposure to the advertisement or entertainment based on the first difference. 
     
     
         12 . The method of  claim 2  further comprising determining a number of exposures to the advertisement or entertainment based on the first difference. 
     
     
         13 . The method of  claim 2  further comprising determining a second advertisement or entertainment for presentation to the subject based on the first difference. 
     
     
         14 . The method of  claim 13  further comprising determining a sequence of presentation of the first advertisement or entertainment and the second advertisement or entertainment based on the mental state. 
     
     
         15 . The method of  claim 2  further comprising:
 analyzing second neuro-response data gathered from the subject while exposed to the first advertisement or entertainment; and 
 selecting a second advertisement or entertainment based on the second neuro-response data. 
 
     
     
         16 . The method of  claim 2  further comprising:
 aggregating neuro-response data and advertisement or entertainment selection for the subject over time to form a subject profile; and 
 selecting additional advertisement or entertainment based on the subject profile. 
 
     
     
         17 . A system comprising:
 an analyzer to analyze neuro-response data comprising first data from a first frequency band gathered from a subject while exposed to media by:
 determining a first distance between (1) a first peak of the first frequency band and (2) a second peak of the first frequency band; 
 determining a second distance between (1) a third peak of the first frequency band and (2) the second peak of the first frequency band or (3) a fourth peak of the first frequency band; and 
 determining a first difference between with first distance and the second distance; and 
   a selector to select a first advertisement or entertainment to present to the subject based on the first difference.   
     
     
         18 . The system of  claim 17 , wherein the selector is to select the first advertisement or entertainment by changing a channel. 
     
     
         19 . The system of  claim 17 , wherein:
 the analyzer is to analyze second data from a second frequency band of the neuro-response data gathered from the subject while exposed to media by:
 determining a third distance between (1) a fifth peak of the second frequency band and (2) a sixth peak of the second frequency band; 
 determining a fourth distance between (1) a seventh peak of the second frequency band and (2) the sixth peak of the second frequency band or (3) an eighth peak of the second frequency band; and 
 determining a second difference between with third distance and the fourth distance, 
   wherein the selector is to select the first advertisement or entertainment to present to the subject further based on the second difference.   
     
     
         20 . The system of  claim 17 , wherein the processor is to at least one of:
 determine a duration of exposure to the advertisement or entertainment based on the first difference;   determine a number of exposures to the advertisement or entertainment based on the first difference;   determine a second advertisement or entertainment for presentation to the subject based on the first difference.   
     
     
         21 . A tangible machine readable storage device or storage disc comprising instructions that, when read, cause a machine to at least:
 analyze neuro-response data gathered from a subject while exposed to media by:
 determining a first distance between (1) a first peak of a frequency band of the neuro-response data and (2) a second peak of the frequency band; 
 determining a second distance between (1) a third peak of the frequency band and (2) the second peak of the frequency band or (3) a fourth peak of the frequency band; and 
 determining a difference between with first distance and the second distance; and 
   select a first advertisement or entertainment to present to the subject based on the difference.