The Nielsen Comapny (us), LLC

Carl Marci

Brendan Murray

Dereck Padden

Joonho Moon

Randall Rule

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.

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Boston, MA, United States of America

Carl Marci