Patent Document ID: 9021515
Application ID: 13659592
Patent Flag: 1

Claim One:
1. A system comprising: a synchronizer to: time shift first neuro-response data gathered from a viewer exposed to media a first amount to align the first neuro-response data with second neuro-response data simultaneously gathered from the viewer to form aligned data, the first neuro-response data representing a first response to a first component of the media and the second neuro-response data representing a second response to a second component of media, wherein the first component of the media comprises a visual component and the second component comprises an auditory component, and time shift the second neuro-response data a second amount, the first amount different from the second amount, wherein the first amount is based on a first cognitive delay of a brain of the viewer and the second amount is based on a second cognitive delay of the brain of the viewer; an analyzer to determine an effectiveness of the media based on the aligned data; and an electronic output device to present the effectiveness determined by the analyzer.