Patent ID: 7113916
Filing Date: 2006-09-26
Classification: G06Q

Abstract:
1. A method of assessing consumer reaction to a marketing stimulus, comprising: (a) exposing a sample population comprised of a plurality of members to a marketing stimulus for a period of time; (b) interviewing members of the sample population immediately after exposure of the members to the marketing stimulus; (c) videotaping any facial expressions and associated verbal comments of individual members of the sample population during the exposure period and interview; (d) reviewing the videotaped facial expressions and associated verbal comments of individual members of the sample population for purposes of; (e) coding a single action unit or combination of action units to a coded unit; (f) associating coded units with any contemporaneously detected smile; (g) associating any contemporaneously detected laughter and duchenne smile; (h) translating the coded unit to a scored unit with a translation of coded units associated with a duchenne smile to different scoring unit categories dependent upon the presence or absence of laughter associated with the associated duchenne smile; (i) tallying the scored unit by scoring unit category; (j) repeating steps (d) through (h) throughout the exposure period; (k) repeating steps (d) through (h) for a plurality of the members of the sample population; (l) calculating an impact value for each scoring unit category by multiplying the tallied number of scored units for each scoring unit category by a predetermined impact factor for that scoring unit category; (m) calculating an appeal value for each scoring unit by multiplying the tallied number of scored units for each scoring unit category by a predetermined appeal factor for that scoring unit category; (n) combining the impact values obtained for each scoring unit category to obtain an impact score; (o) combining the appeal values for each scoring unit category to obtain an appeal score; and (p) representing the appeal score and impact score with an identification of the corresponding marketing stimulus to which the members were exposed.