The Nielsen Comapny (US), LLC

Nielsen Consumer LLC

Brendan Murray

Carl D Marci

Brian Levine

Dereck Padden

Joonho Moon

Randall Rule

Carl Marci

Example methods, apparatus, systems, and articles of manufacture for determining intensity of a biological response to a presentation are disclosed. An example apparatus includes at least one memory and processor circuitry to execute instructions to identify trough-to-peak instances in first galvanic skin response (GSR) data for a first subject, the first GSR data collected from the first subject during exposure of the first subject to media content during a period of time; assign trough-to-peak scores to corresponding ones of the trough-to-peak instances; associate the respective ones of the trough-to-peak scores with a time corresponding to the trough of each trough-to-peak instances; assign window scores to corresponding ones of windows in the period of time based on the highest trough-to-peak score occurring within the corresponding windows to generate a first GSR intensity profile; and identify an element of the media content for modification based on the first GSR intensity profile.

Determining intensity of a biological response to a presentation

Methods, apparatus, systems and articles of manufacture to adjust content presented to an individual are disclosed. An example system includes a first modality sensor to measure a first response of an individual to first content during a first time frame and a second modality sensor to measure a second response of the individual to the first content during the first time frame. The first modality sensor is to measure a third response of the individual to first content during a second time frame, and the second modality sensor is to measure a fourth response of the individual to the first content during the second time frame. The example system also includes a mental classifier executing instructions to determine a first mental classification of the individual based on a first comparison of the first response to a first threshold and a second comparison of the second response to a second threshold. The mental classifier also is to determine a second mental classification of the individual based on a third comparison of the third response to a third threshold and a fourth comparison of the fourth response to a fourth threshold. In addition, the mental classified is to determine a mental state of the individual based on a degree of similarity between the first mental classification and the second mental classification. The example system also includes a content modifier to at least one of modify the first content to include second content or replace the first content with second content based on the mental state.

Methods and apparatus to adjust content presented to an individual

Example methods, apparatus/systems and articles of manufacture for determining intensity of a biological response to a presentation are disclosed. An example method includes accessing galvanic skin response (GSR) data obtained from a subject while exposed to a presentation. The GSR data includes a plurality of trough-to-peak instances. The example method includes generating a GSR intensity profile by assigning trough-to-peak scores to corresponding ones of the trough-to-peak instances, defining a plurality of time windows, and assigning window scores to corresponding ones of the time windows based on the trough-to-peaks scores of the trough-to-peak instances occurring within the corresponding time windows. The example method also includes determining an effectiveness of the presentation based on the window scores of the GSR intensity profile.

Methods, apparatus, systems and articles of manufacture to adjust content presented to an individual are disclosed. An example method includes measuring, via sensors, responses of an individual to content during a first time, determining response classifications based on a comparison of the responses and respective thresholds, determining a first mental classification of the individual based on combining the response classifications, determining a baseline during the first time, measuring additional responses to the content during a second time, determining additional response classifications based on a comparison of the additional responses to respective additional thresholds, adjusting the baseline based on the additional responses in the second time, determining a second mental classification of the individual based on combining the additional response classifications, determining a mental state of a user based on a similarity of the first mental classification and the second mental classification, and modifying the content based on the mental state.

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Boston, MA, United States of America

Brendan Murray