Neuro-response Assessment System for Consumer Experience Measurement
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Solution Overview
Problem
Conventional consumer experience portrayal effectiveness assessment systems are limited by semantic, syntactic, metaphorical, cultural, and interpretive errors, failing to accurately measure responses to components of consumer experiences and not utilizing neuro-behavioral and neuro-physiological responses effectively.
Innovation Solution
A system that uses neuro-response measurements such as EEG, GSR, EKG, and eye tracking to assess consumer experiences by blending central nervous system, autonomic nervous system, and effector measurements, providing a comprehensive portrayal effectiveness assessment through intelligent data analysis and synthesis across multiple modalities and datasets.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If conventional systems use demographic information, statistical data, and survey based response collection, then data collection is straightforward, but measurement precision deteriorates due to semantic, syntactic, metaphorical, cultural, and interpretive errors
Solution Approach 1:
The patent replaces conventional survey-based mechanical data collection methods with neuro-physiological measurement systems (EEG, GSR, EKG, eye tracking) that directly measure consumer responses without requiring verbal or written interpretation, thereby eliminating semantic and interpretive errors while improving measurement precision
Solution Approach 2:
The patent introduces neuro-physiological signals as an intermediary between the consumer experience and the assessment system, using these biological responses as objective mediators that translate internal consumer states into measurable data without requiring direct consumer reporting
2Measurement precision
If neuro-response measurements are used to improve measurement accuracy, then measurement precision improves, but device complexity increases due to multiple measurement modalities
Solution Approach 1:
The patent merges multiple neuro-physiological measurement modalities (central nervous system, autonomic nervous system, and effector measurements) into a unified assessment framework that evaluates consumer experience across different physiological systems simultaneously, improving comprehensiveness while managing complexity through integration
3Measurement precision
If multiple modalities and datasets are blended for comprehensive assessment, then measurement precision improves, but device complexity and data processing requirements increase
Solution Approach 1:
The patent segments the consumer experience assessment into distinct neuro-physiological components (central nervous system responses, autonomic nervous system responses, effector responses) that can be measured and analyzed separately before being integrated, allowing systematic processing of complex multi-modal data while maintaining overall assessment reliability
Data Source
AI summary
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.