Collecting neuro-response data via wearable electroencephalography (EEG) headsets to personalize the presentation of stimuli: Key neurotech patent by Nielsen

stimulus material

– Illus­tra­tive image from U.S. Patent No. 8,392,251

Today we are shar­ing a 2013 patent by The Nielsen Com­pa­ny. (As men­tioned, we are fea­tur­ing foun­da­tion­al Per­va­sive Neu­rotech patents, from old­er to new­er by issue date, to help pre­view emerg­ing neu­rotech­nolo­gies and brain health solutions)

U.S. Patent No. 8,392,251: Loca­tion aware pre­sen­ta­tion of stim­u­lus material

  • Assignee(s): The Nielsen Company
  • Inventor(s): Anan­tha Pradeep, Robert T. Knight, Ramachan­dran Guru­moor­thy, Dev Ratnakar
  • Tech­nol­o­gy Cat­e­go­ry: EEG
  • Issue Date: March 5, 2013

SharpBrains’ Take:

Issued by the same exam­in­er and con­cur­rent­ly with Nielsen’s ‘250 patent, the ‘251 patent great­ly com­ple­ments the Nielsen port­fo­lio, con­sid­er­ing neu­rore­sponse data to stim­u­lus mate­r­i­al based on user-pro­file and loca­tion infor­ma­tion. Hence, the ‘251 patent cov­ers an approach to mar­ket test­ing with EEG feed­back that may be less afford­able than its ‘250 sis­ter appli­ca­tion but poten­tial­ly anchored in real-world and real-time pur­chas­ing envi­ron­ments. Fur­ther, there are not read­i­ly appar­ent design-arounds to the claimed inven­tive con­cept, which looks to be broad­ly cov­ered in the three grant­ed inde­pen­dent claims. The ‘251 is a valu­able addi­tion to the Nielsen patent port­fo­lio cov­er­ing the inter­sec­tion of mar­ket test­ing and brain sciences.


A sys­tem iden­ti­fies the loca­tion of a user and presents loca­tion aware stim­u­lus mate­r­i­al to the user. Dis­counts, pro­mo­tions, and adver­tis­ing can be deliv­ered to the user on a wire­less device based on loca­tion and path infor­ma­tion. Stim­u­lus mate­r­i­al on in store mon­i­tors, bill­boards, and dis­plays are mod­i­fied based on infor­ma­tion about indi­vid­u­als near the mon­i­tors and dis­plays. In par­tic­u­lar embod­i­ments, neu­ro-response data is col­lect­ed using a portable elec­troen­cephalog­ra­phy (EEG) head­set while a user is exposed to stim­u­lus mate­ri­als to allow the effec­tive­ness of the stim­u­lus mate­r­i­al to be deter­mined. Stim­u­lus mate­ri­als pre­sent­ed can also be eval­u­at­ed for neu­ro-response effec­tive­ness pri­or to pre­sen­ta­tion to users in a loca­tion aware and per­son­al­ized manner.

Illus­tra­tive Claim 1. A method, comprising:

  • obtain­ing pro­file infor­ma­tion asso­ci­at­ed with a user;
  • obtain­ing loca­tion infor­ma­tion asso­ci­at­ed with a cur­rent user location;
  • select­ing stim­u­lus mate­r­i­al with a proces­sor for pre­sen­ta­tion to the user, where­in stim­u­lus mate­r­i­al is select­ed by using the pro­file infor­ma­tion and the loca­tion information;
  • pre­sent­ing the stim­u­lus mate­r­i­al to the user; and
  • mon­i­tor­ing response infor­ma­tion com­pris­ing neu­ro-response data from the user, where­in the response infor­ma­tion is used to pro­vide updat­ed stim­u­lus mate­r­i­al to the user, and the neu­ro-response data com­pris­es elec­troen­cephalog­ra­phy data.

To learn more about mar­ket data, trends and lead­ing com­pa­nies in the dig­i­tal brain health space –dig­i­tal plat­forms for brain/ cog­ni­tive assess­ment, mon­i­tor­ing and enhance­ment– check out this mar­ket report. To learn more about our analy­sis of 10,000+ patent fil­ings, check out this IP & inno­va­tion neu­rotech report.

About SharpBrains

SHARPBRAINS is an independent think-tank and consulting firm providing services at the frontier of applied neuroscience, health, leadership and innovation.
SHARPBRAINS es un think-tank y consultoría independiente proporcionando servicios para la neurociencia aplicada, salud, liderazgo e innovación.

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