Patent ID: 8347326

Claim:
A method comprising: obtaining first physiological response data from a first subject exposed to media and second physiological response data from a second subject exposed to the media; aggregating the first physiological response data and the second physiological response data to form aggregated physiological response data; correlating the aggregated physiological response data to the media; processing, using a processor, the aggregated physiological response data to identify a first transition representative of a change between a positive response and a negative response; calculating, using the processor, a derivative of the aggregated physiological response data to identify a second transition representative of a change in rate of an increasing positive response, a decreasing positive response, an increasing negative response or a decreasing negative response; parsing the media into a plurality of events based on one or more of the first transition or the second transition; identifying a first one of the events as associated with an undesired physiological response; and identifying the first event as a candidate for modification based on the undesired response.