Abstract: Efficient and effective mechanisms for collecting electroencephalography (EEG) data are provided to allow neuro-response data collection for in situ engagement monitoring and tracking. An EEG headset includes multiple point electrodes individually isolated and amplified. In some examples, multiple left side scalp electrodes exert forces that counterbalance forces from multiple right side scalp electrodes to secure the headset to allow front electrodes and rear electrodes to contact the scalp. Electrodes are arranged to avoid contact with the temporal region. The headset can be configured to perform processing while supporting both continuous input and output.

Abstract: Entities seeking to promote goods, services, offers, candidates, etc., may elect to use advocates in a social networking environments instead of advertising. Social networking user profile characteristics are analyzed to identify advocates for subjects of advocacy such as brands, products, services, offers, political candidates, etc. Profile characteristics may include the advocate's own profile information as well as profile information of those in the advocate's social network. An advocate may select a subject of advocacy and generate advocacy materials or customized advocacy materials may be created and/or combined with user materials. The advocacy materials may be analyzed using neuro-response data to generate effective and targeted materials for distribution using social networking channels.

Abstract: Users in a social networking environment are matched with subjects of advocacy, such as products, services, offers, candidates, etc., by evaluating user profile characteristic information. The user may provide advocacy materials and an advocacy system may also generate advocacy materials that may be incorporated with the user's own testimonials. The advocacy materials are distributed using social network channels. A remuneration tracking system monitors distribution of the advocacy materials and analyzes metrics to determine the effectiveness of the distribution. In some examples, the renumeration tracking system monitors redistribution of the advocacy materials, purchase or selection of an offer upon viewing the advocacy materials, and/or commenting or positively valuing the advocacy materials.

Abstract: Distributed mechanisms are provided for implementing a neurological sentiment tracking system to collect and analyze consumer and business sentiment. Neuro-response data as well as optional survey and interview data may be collected from subjects about personal finance expectations, anticipated hiring expectations, views on prospects for the economy in the short and long term, purchase expectations, etc. Neuro-response data collection mechanisms such as Electroencephalography (EEG) and/or facial emotion encoding can be used along with surveys and interviews to collect data from subjects in a variety of environments. Collected data may be aggregated to aid in economic forecasting and modeling. Data may be continuously collected to provide high temporal resolution. Analysis may also be performed to determine impacts of particular events on sentiment.

Abstract: A system obtains neuro-response data as well as survey based data during discrete choice modeling to evaluate subject decision making processes. A discrete choice model evaluates a decision made by a subject as a function of multiple variables. Neuro-response data vectors and orthogonal survey based data vectors are weighted and combined to generate multi-dimensional vectors. The multi-dimensional vectors are used to estimate the effectiveness of changing particular variables in modifying subject behavior.

Abstract: An advertisement exchange obtains characteristics associated with multimedia advertisements such as commercial slots in a commercial pod, banners in a video, announcements in an audio program, etc. Characteristics may include demographic information, advertisement type, survey information, etc. Advertisement slots are offered with information on advertisement slot characteristics and may be selected, purchased, exchanged, and analyzed by advertisers, individuals, corporations, and firms. Advertisement slot characteristics may be changed in real-time as placement of advertisements in surrounding slots changes the characteristics of a particular slot. Advertisements may be automatically matched with advertisement slots based on advertisement slot characteristics and advertisement characteristics.

Abstract: An advertisement exchange determines characteristics associated with advertisement slots such as slots in a commercial pod, locations on a printed page, banners in a video, billboards, etc. Characteristics may include demographic information, advertisement type, and neuro-response characteristics such as priming, attention, engagement, and retention. Advertisement slots are matched with advertisements and may be selected, purchased, exchanged, and analyzed by advertisers, individuals, corporations, and firms. In some examples, bids and offers are made for advertisement slots based on advertisement slot characteristics. Advertisement slot characteristics may be changed in real-time as placement of advertisements in surrounding slots changes the characteristics of a particular slot.

Abstract: A system analyzes neuro-response measurements including regional electroencephalography (EEG) measurements from subjects exposed to stimulus materials to determine locations in stimulus materials eliciting controlled attention and automatic attention. Additional stimulus materials are inserted into locations having salient attention attributes. In some examples, a challenging task is used to direct controlled attention onto a location and additional stimulus material is subtly presented in the location to benefit from automatic attention and salient attention measurements.

Abstract: A system uses neuro-response information to evaluate content within a cluster, such as commercials in a pod, advertisements in a frame, or products on a shelf, to determine priming characteristics associated with each pieces of content within the cluster. The priming characteristics and other data are combined to obtain blended attributes. The blended attributes are correlated with each piece of intracluster content to allow intelligent management including selection, arrangement, ordering, presentation, and/or scheduling of intracluster content. Intracluster content may also use priming characteristics associated with extracluster content to further improve management.

Abstract: A system evaluates media materials such as programs and advertising by obtaining neuro-response data such as central nervous system, autonomic nervous system, and effector system measurements from subjects exposed to the media materials. Media materials are categorized and/or tagged. Corresponding media materials eliciting similar neuro-response data from users in similar demographic categories are identified. In some examples, ratings predictions are generated by identifying ratings associated with corresponding media materials eliciting similar neuro-response data.

Abstract: An electroencephalography (EEG) system includes a dry electrode design having a jagged, angular, comb, etc. shaped support housing. Each dry electrode housing includes multiple electrodes where each electrode has multiple contacts for scalp placement with minimal interference from hair. Signals from individual contacts may be disregarded and each housing may provide one or more aggregated signals for data analysis. Each electrode may be placed in close proximity with neighboring electrodes as no conductive gel is required and may be attached to the scalp using straps, elastic cap, spring-type materials, tape, etc. The dry electrode design effectively measures bio-signals including neurological activity.

Abstract: Distributed mechanisms are provided for collecting neuro-response data from subjects exposed to the stimulus material in multiple settings. Stimulus material may include marketing and entertainment materials. Neuro-response data collection mechanisms such as Electroencephalography (EEG) and Electrooculography (EOG) are used to collect data from subjects in laboratory and corporate settings. Neuro-response data is transmitted over a network to a data analyzer. The neuro-response data is processed at the data analyzer and effectiveness data for the stimulus material is received.

Abstract: Distributed mechanisms are provided for identifying stimulus material and collecting neuro-response data from subjects exposed to the stimulus material in a variety of environments. Neuro-response data collection mechanisms such as Electroencephalography (EEG), Electrooculography (EOG), eye tracking, and/or facial emotion encoding are used to collect data from subjects in environments such as home, work, and recreational settings. Cameras, audio recorders, video recorders, processors, etc., identify stimulus material the subject is exposed to. The data collected may be minimally or extensively processed prior to transmission to a neuro-response data analyzer.

Abstract: Neuro-response data including Electroencephalography (EEG) and Functional Magnetic Resonance Imaging (fMRI) data is collected, filtered and/or analyzed to evaluate the effectiveness of stimulus materials such as marketing and entertainment materials. A data collection mechanism obtains fMRI signals indicating a hemodynamic response to marketing or entertainment stimuli. In certain embodiments, such signals include region-specific blood oxygen level dependent (BOLD) signals that correlate with region-specific neural activity. fMRI signal acquisition is triggered by one or more EEG signatures indicating neural activity in response to exposure to stimulus materials.

Abstract: The human mirror neuron system includes neurons that fire both when an individual performs an action and when the individual observes the action being performed by another. Neuro-response data involving the mirror neuron system is collected as a subject is exposed to stimulus material. The stimulus material may include individuals performing actions such as making a purchase, accepting an offer, participating in an activity, etc. Neuro-response data involving the mirror neuron system of the subject is analyzed to determine the propensity of the subject to act.

Abstract: A neurological profile associated with introversion/extroversion levels, simultaneous visual element processing capability, and/or dynamism processing capability, etc., is determined to select market categories and stimulus material targeted to the particular neurological profile. The neurological profile is determined using information such as user input, user activity, social and environmental factors, genetic and developmental factors, and/or neuro-response data. The neurological profile can be matched with corresponding neurological profile templates to select market categories and stimulus material.

Abstract: Presentation of materials such as advertising and marketing materials is evaluated and/or dynamically modified using neurographical data. User images, video, and audio, etc. are analyzed when a user is presented with stimulus materials. User data such as a user image is matched with a neurographical aggregate to identify user information and emotional state. The neurographical aggregate identifies actions and/or additional stimulus material for presentation to the user. User information and emotional state also allow evaluation of the presented materials.

Abstract: A system analyzes neuro-response measurements from subjects exposed to video games to identify neurologically salient locations for inclusion of stimulus material and personalized stimulus material such as video streams, advertisements, messages, product offers, purchase offers, etc. Examples of neuro-response measurements include Electroencephalography (EEG), optical imaging, and functional Magnetic Resonance Imaging (fMRI), eye tracking, and facial emotion encoding measurements.

Abstract: Morphing of source and target media including images, video, and audio is performed in a neurologically informed manner. Neurological data is used to determine optimal or near optimal source media and target media contribution levels for morphs that can be used to influence bias, persuasion, etc. Categorical perception shift boundaries and other regions are analyzed in evaluating contribution levels. Neurologically salient attributes of media are determined and morphed more significantly than less neurologically salient attributes.

Abstract: User preference information is obtained from a user in order to personalize morphing of media for presentation to the user. User preference information may be provided by a user, generated based on user activity, or determined based on user group associations. Target media is analyzed and selected using user preference information. Contribution levels of source and target media are determined to morph target media into source media. Neurologically salient attributes of media are determined and morphed more significantly than less neurologically salient attributes. Morphed media is presented to the user to influence bias, persuasion, etc.