Intra-modality synthesis of central nervous system, autonomic nervous system, and effector data

Abstract

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.

Description

CROSS REFERENCE TO RELATED APPLICATIONS[0001]This application claims priority to Provisional Patent Application 60 / 908,742 (Docket No. 2007NF1) titled Advertising, Marketing, And Brand Effectiveness Analyzer Utilizing Central Nervous System, Autonomous Nervous System, And Effector System Measurements by Anantha Pradeep, Robert T. Knight, and Ramachandran Gurumoorthy, and filed on Mar. 27, 2007TECHNICAL FIELD[0002]The present disclosure relates to analyzing and enhancing central nervous system, autonomic nervous system, and effector data using intra-modality synthesis.DESCRIPTION OF RELATED ART[0003]Conventional systems for presenting stimuli and measuring the effectiveness of entertainment and marketing including advertising, brand messages, and product placement rely on either survey based evaluations or limited neurophysiological measurements used in isolation. These conventional systems provide some useful data but are highly inefficient and inaccurate due to a variety of semanti...

AI Technical Summary

Benefits of technology

The present invention provides an improved method and apparatus for evaluating the effectiveness of marketing and entertainment materials using central nervous system, autonomic nervous system, and effector data. The invention utilizes intra-modality response synthesizer to analyze and enhance data collected from various modalities such as neurophysiological data. This allows for a more accurate and efficient evaluation of the effectiveness of stimuli and the evaluation of neurological and neurophysiological data. The invention can be applied to a variety of types of entertainment and marketing materials such as video and audio streams, media advertising, product placement, and printed advertisements. The techniques and mechanisms of the invention provide a more accurate and efficient means for evaluating the effectiveness of marketing and entertainment materials.

Problems solved by technology

These conventional systems provide some useful data but are highly inefficient and inaccurate due to a variety of semantic, syntactic, metaphorical, cultural, social, and interpretative errors and biases.

The systems and techniques themselves used to obtain neurophysiological measurements are also highly limited.

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