Patent ID: 8386312

Claim:
A method, comprising: analyzing, with a processor, electroencephalography data from a first panelist exposed to a first advertisement or entertainment to determine first effectiveness data for the first advertisement or entertainment, the first effectiveness data being determined based on a degree of asymmetry between a first frequency band of electroencephalography data measured in a first hemisphere of a brain of the first panelist and a second frequency band of the electroencephalography data measured in a second hemisphere of the brain, the degree of asymmetry identified by: detecting a first amplitude of the first frequency band; detecting a second amplitude of the second frequency band; and comparing the first amplitude and the second amplitude to determine a difference between the first amplitude of the first frequency band and the second amplitude of the second frequency band; assigning the degree of asymmetry to the relationship between the first frequency band and the second frequency band based on the difference between the first amplitude of the first frequency band and the second amplitude of the second frequency band; generating, with the processor, a data model based on the first effectiveness data, a first emotional engagement based on the asymmetry, a first attribute of the first panelist, and a second attribute of the first advertisement or entertainment; identifying a third attribute of a second panelist and a fourth attribute of a second advertisement or entertainment corresponding to the first attribute of the first panelist and the second attribute of the first advertisement or entertainment, respectively; and predicting, with the data model, second effectiveness data related to the second panelist and the second advertisement or entertainment.