The Nielsen Comapny (us), LLC

Randall Rule

Brendan Murray

Joonho Moon

Dereck Padden

Carl D Marci

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

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.

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Randall Rule