Patent US 7930199 B1 April 2006
A method of reporting consumer reaction to a stimulus and resultant report generated by (i) recording facial expressions and eye positions of a human subject while exposed to a stimulus throughout a time period, (ii) coding recorded facial expressions to emotions, and (iii) reporting recorded eye positions and coded emotions, along with an identification of the stimulus.
{ Daily Mail UK March 2012 Samsung's latest breed of plasmas and HDTVs may allow hackers, or even the company itself, to see and hear you and your family, and collect extremely personal data.The new models, which are closer than ever to personal computers, offer high-tech features that have previously been unavailable, including a built-in HD camera, microphone set and face and speech recognition software*.This software allows Samsung to recognise who is viewing the TV and personalises each person’s experience accordingly. The TV also listens and responds to specific voice commands.Samsung's latest sets feature built-in HD cameras, microphone sets and face and speech recognition software
.There is no way of disconnecting the camera and microphone so users cannot be 100 per cent sure that Samsung is not collecting data and passing it on to third parties.- Gary Merson }
*(Patent US 7930199 B1)
Two key terms of importance to companies, their agencies, and marketing researchers in evaluating the effectiveness of advertising and other promotional materials are awareness and consideration. Awareness concerns the ability to ascertain whether consumers have noticed a stimulus, typically in terms of being able to recall it later by memory. Meanwhile, consideration concerns the ability to move the consumer to a point of engaging with the stimulus in hopes of promoting a sales opportunity. To date, however, both methods of evaluation have customarily been based on asking consumers to verbally recount whether they remember being exposed to a stimulus and whether their attitude toward the offer has become more positive. Inherent in this approach is the limitation that people may provide a knowingly false assessment to appease the interviewer or else may not readily know or be able to verbalize their response. Furthermore, in the case of awareness asking a consumer whether they recall a stimulus does not provide actionable insight as to how precisely they processed the stimulus.
Eye Tracking
The phenomenon of visual attention has been studied for over a century, but it is within the last few decades that advancements in eye tracking technology have made eye tracking feasible for business applications. Comprehensive eye tracking involves both the “what” and “where” of visual attention, which means the gauging of what specific details within a pictorial object get noticed by consumers and for what duration, and where in terms of the path the eye takes in sequentially noticing specific regions of interest within the pictorial object.
Means of tracking eye movements to assess awareness have been practiced by companies using stationary models to test consumers' gaze patterns. But despite the ability to learn where the subjects are looking on a real-time, behavioral, and in effect largely subconscious basis, those practitioners of eye tracking have been unable to report back to their clients how the test subjects are responding to the specific objects of their attention other than through conscious, cognitive, verbalized and generally after-the-fact summations.
Accordingly, a need exists for an improved method of marrying the unique capabilities of eye tracking with a means of assessing consideration.
SUMMARY OF THE INVENTION
A first aspect of the invention is a method of reporting consumer reaction to a stimulus. A second aspect of the invention is a report on consumer reaction to a stimulus.
A first embodiment of the first aspect of the invention includes the steps of (i) recording facial expressions and eye positions of a human subject while exposed to a stimulus throughout a time period, (ii) coding recorded facial expressions to emotions, and (iii) reporting recorded eye positions and coded emotions, along with an identification of the stimulus.
A second embodiment of the first aspect of the invention includes the steps of (i) recording facial expressions and eye positions of a human subject while exposed to a stimulus throughout a time period, (ii) coding and translating recorded facial expressions to at least one of an impact score and an appeal score, and (iii) reporting recorded eye positions and at least one of a coded impact score and a coded appeal score, along with an identification of the stimulus.
A third embodiment of the first aspect of the invention includes the steps of (i) recording facial expressions and eye positions of a plurality of human subjects while each is exposed to a stimulus throughout a time period, (ii) ascertaining the number of human subjects who exhibited at least one recorded facial expression capable of being coded to an emotion while exposed to the stimulus, and (iii) reporting recorded eye positions and information from which can be ascertained the percentage of human subjects who exhibited at least one recorded facial expression capable of being coded, along with an identification of the stimulus to which the subject was exposed.
A fourth embodiment of the first aspect of the invention includes the steps of (i) recording facial expressions at least when the eye position of a human subject exposed to a stimulus is fixed upon a given attribute of the stimulus, (ii) coding recorded facial expressions to emotions when the eye position is fixed upon the given attribute of the stimulus, and (iii) reporting coded emotions along with an identification of the stimulus to which the subject was exposed and an identification of the given attribute of the stimulus.
A fifth embodiment of the first aspect of the invention includes the steps of (i) recording facial expressions at least when the eye position of a human subject exposed to a stimulus is fixed upon a given attribute of the stimulus, (ii) coding and translating recorded facial expressions to at least one of an impact score and an appeal score when the eye position is fixed upon the given attribute of the stimulus, and (iii) reporting at least one of the coded impact score and the coded appeal score, along with an identification of the stimulus to which the subject was exposed and an identification of the given attribute of the stimulus.
A sixth embodiment of the first aspect of the invention includes the steps of (i) recording facial expressions at least when the eye position of a human subject exposed to a stimulus is fixed upon a given attribute of the stimulus, (ii) ascertaining the number of human subjects exposed to the stimulus who exhibited at least one recorded facial expression capable of being coded to an emotion when the eye position was fixed upon the given attribute of the stimulus, and (iii) reporting information from which can be ascertained the percentage of human subjects who exhibited at least one recorded facial expression capable of being coded when the eye position was fixed upon the given attribute of the stimulus, along with an identification of the stimulus to which the subject was exposed and an identification of the given attribute of the stimulus.
A first embodiment of the second aspect of the invention includes (i) a visual indication of the eye positions of a human subject while exposed to a stimulus during a time period, (ii) a list of at least one emotion coded from facial expressions exhibited by the subject while exposed to the stimulus, and (iii) an identification of the stimulus to which the subject was exposed.
A second embodiment of the second aspect of the invention includes (i) a visual indication of the eye positions of a human subject while exposed to a stimulus during a time period, (ii) at least one of an impact score and an appeal score, coded and translated from facial expressions exhibited by the subject while exposed to the stimulus, and (iii) an identification of the stimulus to which the subject was exposed.
A third embodiment of the second aspect of the invention includes (i) a visual indication of the eye positions of a human subject while exposed to a stimulus, (ii) information from which can be ascertained the percentage of human subjects who exhibited at least one recorded facial expression capable of being coded while exposed to the stimulus, and (iii) an identification of the stimulus to which the subject was exposed.
A fourth embodiment of the second aspect of the invention includes (i) a visual indication of a stimulus to which a human subject was exposed, (ii) an identification of a given attribute of the stimulus, and (iii) a list of at least one emotion coded from facial expressions exhibited by the subject when the eye position is fixed upon the given attribute of the stimulus.
A fifth embodiment of the second aspect of the invention includes (i) a visual indication of a stimulus to which a human subject was exposed, (ii) an identification of a given attribute of the stimulus, and (iii) at least one of an impact score and an appeal score coded and translated from facial expressions exhibited by the subject when the eye position of the subject is fixed upon the given attribute of the stimulus.
A sixth embodiment of the second aspect of the invention includes (i) a visual indication of a stimulus to which a human subject was exposed, (b) an identification of a given attribute of the stimulus, and (c) information from which can be ascertained the percentage of human subjects who exhibited at least one recorded facial expression capable of being coded when the eye position was fixed upon the given attribute of the stimulus.
OUTLINE OF THE INVENTION
A method of reporting consumer reaction to a stimulus, comprising: (a) recording facial expressions and eye positions of a human subject while exposed to a stimulus throughout a time period, (b) coding and translating recorded facial expressions to at least one of an impact score and an appeal score, and (c) reporting recorded eye positions and at least one of a coded impact score and a coded appeal score, along with an identification of the stimulus.
The method of reporting consumer reaction to a stimulus wherein recorded facial expressions are coded and translated to both an impact score and an appeal score, and both the impact score and the appeal score are reported.
The method of reporting consumer reaction to a stimulus further comprising (i) repeating steps (a) through (c) for a plurality of human subjects with the same stimulus, and (ii) reporting information from which can be ascertained the percentage of human subjects who exhibited at least one recorded facial expression capable of being coded.
The method of reporting consumer reaction to a stimulus further comprising (i) coding recorded facial expressions to emotions, and (ii) reporting the coded emotions along with the recorded eye positions.
The method of reporting consumer reaction to a stimulus wherein an eye position is detected and recorded when the eyes of the subject remain fixed on a location for at least about 50 milliseconds.
The method of reporting consumer reaction to a stimulus wherein exposure to the stimulus lasts for a time period of about 1 to 10 seconds.
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