WO1997038624A1

WO1997038624A1 - Measuring and processing data in reaction to stimuli

Info

Publication number: WO1997038624A1
Application number: PCT/NL1997/000188
Authority: WO
Inventors: Dominique Paul Gerard Claessens
Original assignee: Eyelight Research N.V.
Priority date: 1996-04-12
Filing date: 1997-04-14
Publication date: 1997-10-23
Also published as: JP2000508557A; AU2310197A; NL1002854C2; EP0959754A1; CA2248672C; CA2248672A1

Abstract

Method and device for collecting and processing stimuli data and measuring the reactions to them, in which the physiological reactions of respondents to the stimuli presented, or components thereof, are measured automatically and are recorded in one or more computer systems. Recorded data, stimuli data, whether or not in combination with respondent data, are automatically processed, e.g. in central units, to interpretable results which, stored in a database, a relational database for example, are accessible to anyone under certain conditions.

Description

MEASURING AND PROCESSING DATA IN REACTION TO STIMULI

The invention relates to a method and device for col¬ lecting and processing stimuli data and measuring the reac- tions to said data.

Such a method is known from US-A-5,226, 177. With this method, the object is to find out how a number of respon¬ dents react to e.g. advertisement illustrations and slogans, tv and cinema commercials, images of persons, logos and other things presented to them. With the known method, one can employ, among other things, answering through push buttons. This can lead to deviations and measuring errors, e.g. by incorrect operation of the push buttons, which can be the cause of incorrect final results. Such errors in final results can also be caused by the fact that respon¬ dents feel hindered to give their true opinions, and give an opinion best suitable to the buttons.

Therefore, the object of the invention is to provide an improved method, by which in a short time, e.g. within one day, a measurement with one hundred or more respondents and with several hundreds of stimuli can be executed, said measurement being applicable in several places, also on an international scale, simultaneously or otherwise. According to the invention, such a method is characterized in that the physiological reactions by respondents to the stimuli pre¬ sented, or to components of said stimuli, are measured automatically and are recorded in one or more computer systems and that de recorded data, stimuli data, combined with respondent data or otherwise, are automatically proces- sed, e.g. in central units, to interpretable results, said results stored in a database, e.g. a relational database, being accessible to anyone on certain conditions.

The invention relates to a method, as well as a device for massively collecting, processing and making available stimuli performance data and random check survey data within a short time, by massively presenting stimuli to large amounts of respondents, and measuring and recording physio¬ logical reactions to said stimuli. The stimuli concern e.g. visual stimuli, including printed matter, products, illustrations, photos, texts, instructions, manuals, etc., in printed media, including magazines, newspapers, specialist journals, brochures, flyers, free local papers, DM, books, guides, etc. But also stimuli such as e.g. TV-stimuli, productions, spots and/or packages, shop formulas, design, art, concepts, apparatus, models (e.g. car models), reality and photo product con¬ cepts, as well as presentation by e.g. projection on scree- ns, including TV-screens.

With the method according to the invention, it is possible to perform qualitative research on a quantitative scale. It unites the high degree of reliability of the quantitative research with the great variety in subjects and depth of the qualitative research.

The device to be used with the method according to the invention comprises a combination of apparatus and subsys¬ tems organizationally enabling measurement of the reactions of e.g. more than one hundred persons a day to e.g. several hundreds of stimuli. With the data obtained by said appara¬ tus, for the first time it is possible to produce accurate calculations as regards to qualitative information. At the same time, for the first time it is possible to mutually compare results of calculations and thereby obtaining judgments and insights.

The possibility of confronting e.g. more than one hundred respondents to several hundreds of stimuli in the same way on one day, recording both the visual and other physiological reactions to said stimuli, processing said reactions to clear measurement reports and making said reports available for interested persons within a few hours, in any case within one day, is a breakthrough in relation to all existing methods, applied technologies and devices.

Persons interested in the measurment reports are e.g. companies advertising, marketing officials, design, film and television production, product development, media propriet¬ ors, etc.. Persons can take an interest in the stimuli data, to the random test data and/or to the data concerning the reactions of the random test on the stimuli presented. For example, with the use of advertising in marketing activities, everything is about the effectivity thereof. It is of the utmost importance, to find out to what extent an advertisement message is absorbed, and if so, how this can be maximised. Here, the detailed data of the measurement reports play an important role. A lot of information becomes available to the commercials designers, by which e.g. short¬ comings can be removed.

For example, just like with the known method, the stimuli can be presented on screens, e.g. television screens. Presenting the stimuli to the respondent can take place by means of a computer-controlled program for reprodu¬ cing on displays stationary or moving images, combined with sound or otherwise, in which the program is adjusted accor- ding to items and for the purpose of presenting stimuli in certain sequences, dependent on demographic data and/or the recorded physiological reactions of a respondent during the measurement.

Here, the computer systems provide for coordination between the presentation, the recording and the adjustment of the presentation program employing a common time base.

However, other than with the known method, with the method according to the invention, particularly the presen¬ tation of the stimuli to the respondents can also take place in the form of printed media, e.g. magazines and/or newspa¬ pers. This way of presentation corresponds to the natural situation. In that situation, the computer systems provide for recording and identification of the stimuli, the presen¬ tation thereof occurring as a consequence of the opening of the pages by the respondent. At the same time, the computer systems provide for time and duration recording per presen¬ ted pages (identified by the computers).

One of the important physiological reactions concerns the direction of the centre of the eye. Therein, it is typical, that as the respondent is allowed more natural freedom, the accurate measurement values are more difficult to obtain.

In order to be able to determine the position a respon¬ dent focusses the centre of his eye on, other methods apply a number of different procedures. The method mentioned earlier is characterized by a data recording unit which is positioned on the head of a respondent (headset or "glas¬ ses") and is secured by means of a clamping band. Here, the condition is that the "glasses" can maintain an unchanged position in relation to the head.

As regard to the images, the output of these "glasses" is approximately in adjustment, but movement of the glasses cannot be prevented. Also, weariness and resistance general- ly occur within 10 minutes. The output is mostly just one videotape with the measurement data of one or some respon¬ dents, whose images should be processed and interpreted mainly frame by frame. Furthermore, the results can be affected. The known eye movement recording systems operate on the basis of fixed references. The stimulus is fixed to the sensor, or the glasses have been fixed on the head, or the head is fixed in relation to the sensor, in any case, there are always geographical references. With the method and the system according to the inven¬ tion, no fixed reference is applied. Instead, a clock time, e.g. atomic clock, is applied for all moving parts. All parts, including the respondent's head, the eyes, the radia¬ tion sources, the reflections at the cornea, the mirrors, the sensors, the arrangement and the stimuli, are allowed to move in relation to each other within the room. Per unit of time, all moving parts are brought into synchronization adjustment in relation to each other (adjustment: a prese¬ lected arrangement of the parts). Time is the fixed referen- ce, without geographical reference. In this way, a fully natural freedom for the respondents is realized for the first time. The head can freely move within wide limits. There is no fastening of parts to the head and the natural freedom of head movement, e.g. sitting on a chair, is not hindered or even affected. In order to be able to realize this, among other things, the positions of the head, the eyes, the pupils, the pupil centres, the reflections at the cornea, the position of the eyes in the eye sockets, as well as the position of the stimuli in relation to the eyes, are synchronously determined at every instant of measurement. To that end, the device is provided with accurate sensors for being able to find the positions in time and follow them and for being able to use this information for bringing the parts in adjustment, with the result, that the head and the stimulus can move freely and yet the eye position on the stimulus can be determined accurately. This method can be applied both in its entirety and partly.

The method according to the invention is fully automa- ted. Physiological reactions of respondents, such as eye activity, including movements of the eye, viewing direction, pupil size, blinking frequency, position, orientation and movements of the head, eye-stimulus distance, as well as changes thereof in time, etc., are measured in real time, digitized, recorded and are subsequently, without manual functions or personal intervention, processed to results on-line. Due to this, respondents, operators and/or third parties basically don't have the opportunity to influence the results of the measurements. When compiling the program to be performed, one can already bear the person in mind, e.g. preferences and/or interests of the respondent. Variables such as sex, age, demographical data and social situation are preferably recorded for each respondent individually. Further, according to the invention it can be provided for, that preceding the presentation of the interactively selected stimuli or otherwise, the absorbing capacity, the tempo, the reading ability, the respondent's interest for product categories, and/or all other conceivable personal characteristics, are determined and that by way of those, through printed matter or e.g. through models in 3D, the program^' on the screen is adjusted to the respondent concer¬ ned. To that end, the determined personal characteristics can e.g. be recorded through a chip card. By way of the data on the chip card, e.g. the program items can be compiled.

Like with the known method, there is the possibility of carrying out a survey in a number of places or locations at a distance from each other. An extension of the method provides for the possibility of putting together the measu- rement data of a number of individual systems, geographical¬ ly separated or otherwise, in a central processing unit and processing them to results as a whole.

By measuring certain physiological reactions of respon- dents, it is possible to not only measure the reaction to one stimulus in its entirety, but also the reaction to certain components thereof.

Apart from the physiological reactions already mentio¬ ned, furthermore, according to the invention one or more of the following or other physiological reactions of respon¬ dents can be measured and recorded:

- physiognomy, such as the positions of the corners of the mouth, of the eyebrows, the tensions on the facial muscles, etc. ; - blood pressure;

- heartbeat;

- breathing;

- muscle tensions;

- skin temperature; - skin resistance;

- brain waves;

- blood flow throug a part of the body, such as e.g. the earlobe, etc. ;

- hand movements; - the voice;

- etc.

On finding some of these last-mentioned reactions, contrary to the reactions mentioned earlier, one can parti¬ cularly act in such a way, that sensors, electrodes or other means to be fixed to the body might have to be employed. Also, it might be that certain measured reactions can only relate to the overall impression of stimuli shown.

With measuring eye activities, one can operate particu¬ larly in such a way, that one or two eyes are radiated at with invisible or unnoticable reflecting radiation and recordings are made with one or more recording elements connected to one or more computer systems, e.g. position sensors, eye and pupil detection sensors, other sensors or cameras, by which e.g. at the same time the eye convergence process can be recorded. Here, radiation can be of a conti¬ nuous nature but e.g. intermittent too, e.g. adjusted to the measuring instants of the sensors. The radiation can origi¬ nate from optical radiation sources, such as those of visi- ble light, IR and UV optical radiation, but also from all conceivable sources of radiation of another type, such as those of ultrasound, radar and X-ray.

One can also act in such a way, that for exposure or recording, optical elements are employed, mirrors having certain transmission and reflection properties, for example. Larger mirrors and application of several image-following sensors enables all occurring head movements e.g. suitable with a sitting posture, to be tolerated without loss of an accurate indication about what the centre(s) of the eye(s) is/are focussed on. Owing to this, at the same time, the admissible dimensions of the stimuli become virtually unli¬ mited and the accurate indication will also be maintained if larger stimuli are presented, moving and/or rotating or otherwise. With extensive stimuli, such as parts of shops, such as shop shelves, for example, we no longer speak of presentation.

For measuring the eye viewing direction, e.g. by means of a moving source of radiation, the eyes can be radiated at and the place and orientation of the pupils can be determi- ned. Furthermore, the movement of the pupil, or its centre, can be measured in relation to the image of the radiation source at the cornea. From the relative positions of the radiation source images in relation to one or two pupils in the recorded images, the eye viewing direction can be deter- mined.

When using radiation or light sources, dark pupils in relation to illuminated irises are achieved. When using radiation or light sources being positioned coaxially in relation to the camera, pupils brightly illuminated in weakly illuminated surroundings are achieved. Both possibi¬ lities and variations thereof, and other possibilities can be used as desired, separately as well as combined.

The eye viewing direction, position of the head, and viewing position in a plane, can only be determined accura- tely if the eyes, the pupils, the sensors, the exposures and possibly other, optical or not, components are brought in very accurate adjustment to each other in time, or, conti¬ nuously or not, are kept in adjustment to each other. The system according to the invention provides this necessity by means of dynamic calibrations, measuring the posture and position of head, pupils, eyes with light reflections and stimulus and spatial following thereof. In order to realize this, a number of known and other means are applied, bots separately and in combination.

The measurements of position, orientation and movements of the head, as well as the distance between head, eyes and stimuli, and the changes therein in time, provide less detailed, yet not less important information about the reactions of respondents to presented stimuli. For example, having a stimuli identification and positioning system record how the process of persons reading, leafing through magazines, newspapers or other printed matter, such as DM, goes. Such as: which pages were opened, for how long did the respondent look to the left, the right, the bottom and the top? When looking carefully at stimuli, including the above, but also other stimuli such as packages etc., one often tends to bend forward. A reduction of the distance between head and stimulus can go together with giving attention. The reverse also holds good: An increase of the distance between head and stimulus can go together with slackening of attent¬ ion. These examples show that in this way, a large amount of information about the behaviour with objects and printed matter can be obtained without the application of eye move- ment registration.

For the sake of determining individual facial features, and the^' ability to correct them, a calibration can be provi¬ ded, e.g. by asking respondents to look a certain locations in a plane. It has appeared, that on looking under orders to certain locations in a plane, the eye is able to take up an angular position, which e.g. can result in deviations that can have the size of a circle having a diameter of some tenths of millimetres, e.g. 50 mm, taken across the usual viewing or reading distance, which is so inaccurate, that therefore, the subsequent measurements get indications of fixation locations that can be situated at a distance of + 50 mm or - 50 mm from the actual fixed object. According to the invention, one acts in such a way, that for determi- ning the calibration, one uses locations with figures con¬ sisting of a number of characters being different per group, e.g. dots or rectangles, the number of which should be counted aloud by the respondent. One can only count with the fovea part of the eye. Since the respondent, in order to be able to count, must aim the fovea centralis accurately, a careful calibration can be performed while he is counting. Here, it should be observed, that the retinal part of the eye is always used, whereas it doesn't require an exact position of fixation. It can observe many things simultane- ously, but none of it accurately. It is misleading for use with calibration purposes: while looking at one of the outer letters of Figure 1, one can also see the other two. Howe¬ ver, in order to be able to count the number of points in the circles behind the letters of Figure 1 , the fovea cen- tralis must be aimed at them. Couting aloud indicates the moment at which this happens.

For presenting the stimuli, the system is equipped with one or more stimuli presentation units, e.g. displays, including video screens, one or more reading tables and/or other stimuli presentation means. A reading table could be provided with lighting and/or a clamping device for positio¬ ning and fixing printed media. For clamping printed media, a number of known methods and other methods can be employed, both individually and combined. For measurement and registration of the reactions to the presented stimuli, the systeem is e.g. equipped with one or more measuring members and/or recording elements, e.g. sensors, including cameras; buttons, including push buttons, with interactive reaction or otherwise; members for touch screen answers; and/or other or further measuring members e.g. for measurement and registration of blood pressure, brain waves, etc.

According to the invention, the system for application with the method described above will comprise central compu- ters e.g. being in communication with a number of substanti¬ ally identical measurement and registration devices arranged at spaced apart locations, each device consisting of compu¬ ter units and measuring members connected to said computer units, for measuring the physiological reactions of the respondents to the presented stimuli. The computer units and the central computers dispose of a common time base, or of relatable or synchronizable time bases, as a consequence of which all measurement results of each period and each loca- tion can be compared and combined. Due to that, the measure¬ ments of each of the measurement units performed in interval of time can be cumulated legally, which is necessary for a random check n = 100, in which e.g. 3 papers are measured in 6 hours. The raw data of the measurements comprise, among other things, the respondent reactions and the stimuli data cou¬ pled to them by means of the time axis. From one or more locally arranged devices, the raw data are transmitted to the central processing units such as main computers, and are subsequently processed to data e.g. per measurement, per stimulus, per stimulus item and per respondent. The resul¬ ting data are stored in a database, e.g. a relational data¬ base, e.g. per measurement, per stimulus, per stimulus item and per respondent. It is is also possible to store refe- rences to the data in the database, instead of storing the actual data. The references indicate where the actual data are stored and can be found. This method is particularly preferred in case of large files and/or a fast increase in volume of the files. In addition, among other things, additional data are collected, classified and stored in the database. Advertise¬ ments are e.g. stored in classes. Classes concern e.g.: in which media the advertisements were placed, the release dates, page numbers, dimensions and use of colours. Yet also the positions in advertisements, indicated by means of boxes, polygons, contours and/or other shapes, where the advertisement elements are situated, such as: the logo, the products, the texts, the headlines, etc.

For example, sex and age of respondents are stored. But also the demographic data, education and social data. Fur¬ thermore, the personal interests and the physical and psy¬ chological capacities, including sight, reading and absor¬ bing capacities, spectacle corrections as well as the tempo of absorption and processing, etc.

Through dialogue units, the database is accessible, at a distance and under certain conditions or otherwise, and the database can be 'interrogated' about everything concei¬ vable which is related to, or might be related to, the data stored in the database and, per subject, combinations of data. By means of software programs, the results of that can be specified into information providing insight, that can be presented as measurement reports.

The measurement reports can contain information about one of the stimuli presented to respondents, or about a selected number of stimuli. The reports contain e.g. infor¬ mation about publicity of certain brands; about certain activities; about advertisements placed in certain media, or about certain product categories. The measurement reports can also concern data of the random check survey, or sub¬ groups thereof. For example, the reactions to stimuli by men, women, or men over 30, etc. Further, the measurement reports can concern any conceivable combination of data.

The invention is further explained by way of drawings, Figures 1 and 2, in which flow charts are shown as examples, for explanation and as examples of the method according to the invention.

As shown in Fig. 2, a stimuli presentation unit 1 and a respondent reaction unit 2 are controlled by a script unit, or script generator 3. On the one hand, the script unit provides for presentation of the stimuli and on the other for coordination of the measured reactions of the respondent to those, and, subsequently, for interactive adjustment of the further progress of the script. The stimuli are presented on a screen 4. In connection with the respondent's ability to ask questions about the stimuli shown and his ability to answer, the screen can be equipped with facilities for those purposes, e.g. window and/of touch screen facilities. Audio stimuli, including acoustic signals, but e.g. also questions and/of as¬ signments, are reproduced through a signal giver, a loudspe¬ aker 5, for example.

The respondent reaction unit receives, measures and registers a respondent's reactions, consisting of voice reactions through microphone 6, pressure or touch reactions through push button, touch screen or all other conceivable means by which respondents can express their reactions 7, eye reactions symbolically indicated by eye 8, and physiolo- gical reactions by means of physiological sensors 9.

The reactions to stimuli presentation interactively affect e.g. the script unit 3, so that adjustments to the further progress of the script during a program are always possible. From one or more locally arranged devices, the raw data of a measurement, obtained from the respondent reaction unit, as well as the "stimuli history", that is, the stimuli program shown e.g. under interactive action, are sent fur¬ ther to central processing units 10, such as main computers, so that said raw data can be processed to data e.g. per stimulus and per respondent. Said data are stored in a database 11. By means of one or more dialogue units 12, the relational database, at a distance and under certain condi¬ tions or otherwise, are 'interrogated" about everything conceivable which is related to, or might be related to, the data stored in the database and, per subject, combinations of data. By means of software programs, the results of that can be specified into information providing insight, that can be presented on screens or in the form of printed re- ports.

Figure 3 shows, as an example of another embodiment of the method according to the invention, a flow diagram in which printed stimuli are presented, positioned on one or more reading tables. The stimuli presentation and registra- tion unit comprises one or more reading tables on which the print stimuli, e.g. in the form of magazines and papers, are positioned, and fixed or otherwise. For example, by opening or not opening the pages, respondents choose the stimuli themselves. All stimuli presented by opening the pages are registered and, contrary to other methods, automatically identified. To that end, the system consists of one or more sensors by which characteristics of stimuli can be registe¬ red and processed and are kept available for comparison. The system works both on the identification of a stimulus in its entirety and on partly invisible stimuli, including stimuli largely covered. For example, a partly opened magazine or paper will already be sufficient to be able to determine the number of that page with certainty. Rotations up to 180° are tolerated. The processing is fast, yet not always real time, which is not always necessary. There are a number of known and other identification methods, which can be employed, in combination or otherwise, for identifying stimuli.

Furthermore, with the method according to the invention it is possible to determine the position and/or orientation and/or distortion of the stimulus per measuring instance and, either simultaneously or later, compensating for them. Distortion of stimuli can be the consequence of e.g. magazi¬ ne or paper pages bulging. In this way, it is possible to register manipulations of and with stimuli by respondents, such as with printed matter the way of holding and/or moving pages. Yet also manipulation of objects, e.g. turning ob¬ jects for the purpose of looking at them in several views. Preferably, the measuring situation is such, that during the instances of recording, the stimuli are not or only slightly moving.

With application of the method according to the inven¬ tion, the data relating to the head posture, head position, position of the eyes, eye position in the eye sockets, pupil position and viewing direction will be related to above- mentioned stimuli data. Owing to that, for the first time it is possible to determine, dynamically and for each measuring instance, which stimuli, and which parts thereof, are visi¬ ble, which part thereof is actually in the respondent's visual range, and, in particular, to accurately determine for each instance on what stimulus part the centre of the eye, the fovea centralis, of the respondent is focussing.

In other words, the position and orientation of the stimuli in relation to the position and orientation of the head together with the "visual field" of the respondent and the visibility of the stimuli parts. The position and orien¬ tation of the stimuli in relation to the positions and orientations of the eyes together with the visibility of the stimuli parts provide the parts of the stimuli which will be depicted on the "fovea centralis". All "determinations" of all parts concerned should be made for each measuring in¬ stance in such a way, that the information can be used for bringing said parts in register. In addition to registration and identification of the stimuli, the starting time and the length of time are deter¬ mined, during which e.g. pages of magazines are lying open and thus stimuli can be visible. Depending on the possible exceeding of a, e.g. preset, maximum length of time to be spent per stimulus, per page, per double page or per magazi¬ ne, a signal as a reminder can be given through a signal giver, e.g. a loudspeaker 5.

The method according to the invention also provides for identification of the behaviour characteristic of reading. Depending on the possible exceeding of a, e.g. preset, maximum length of time to be spent reading, including e.g. reading headlines of advertisements or editorial texts in magazines, likewise, a reminder can be given through the signal. For the rest, the flow according to Figure 3 corres¬ ponds to the one described with Figure 2.

By way of example, step by step a method will be des¬ cribed, which can be followed together with the process and system according to the invention for determining the posi- tion on a stimulus on which the centre of the eye of a respondent is focussed.

1. ' Determining the presence of the head by means of a multiple sensor device composed of one or more, e.g. image producing, sensors, including e.g. one or more cameras. 2. Determining the 3-dimensional position and orienta¬ tion of the head, e.g. with the help of the device as des¬ cribed at 1.

3. Determining the most likely position of the eyes in the head, of the centre of the eye and the point of reflee- tion on the cornea, e.g. with the help of the device as des¬ cribed at 1.

4. Controlling the geometrical range of one or more eye detection sensors, such as e.g. adjusting the image field of one or more image forming sensors, such as cameras, by one or more motor drives, to the position of the eyes and subsequently setting the sensors in relation to the eye distance, such as focussing when using depicting optics, followed by checking the set geometrical range and, if necessary, correcting and adjusting them.

Preferably, the eye detection sensors are separate sensors being able to operate parallel to, coupled to, but e.g. also more or less indenpendent of, the sensors described at 1. For irradiation of the eyes, the eye detection sensor can be equipped with one or more radiation sources preferably having invisible beams of rays. By coupling the sources to the sensors mechanically, for example, the geometrical range of the assembly can be controlled synchronously. The advan¬ tage thereof is, among other things, that there is directio- nal irradiation and that a higher radiation intensity on the eyes is achieved with less energy and that relatively small radiating angles of the sources suffice for achieving a large spatial range.

5. Determining that the eyes are within reach of the eye detection sensors.

6. Determination of the momentary characteristics of eyes, eyelids, corneas and pupils, such as e.g. the degree to which the eyelids are open, or to what extent the corneas or the pupils are covered by the eyelids; the pupil sizes and the contrasts between iris and pupil.

7. Determination of the transitions between pupil and iris.

8. Reconstructing the transition curves between pupil and iris, determining the degree of roundness of the pupils and, e.g. in case of elliptical shape, caused by natural distortion or perspective, for example, determination of the ellipse axes and the spatial orientations and positions of said axes. These reconstructions and determinations serve, among other things, for being able to accurately determine the pupil centre, despite a perspective distortion as a consequence of the sensor-pupil geometry.

9. Determination of the pupil centre. 10. Determination of the centre of the positions of the reflections of the radiation sources on the corneas, e.g. by generating histogram distributions of e.g. the radiation intensities of the reflections in different directions.

11. Determination of the distortions of e.g. an image of said reflections in relation to the spatial profiles of the emission sources as a consequence of characteristics of the eyes, including aqueous humour and/or the eye distances in relation to the eye detection sensors.

12. Calculating the viewing directions in the room. 13. Correcting the calculated viewing directions with the previously measured individual parameters of the eyes, including e.g. shift, scale and similar and other (non-) linear corrections.

14. Correcting the spatial eye positions determined at 3.

15. Correcting the geometry and/or optics of the arran¬ gement.

16. Bringing the multiple corrected viewing directions in register with the 3-dimensional position and orientation of the positioning planes, such as tabletops of reading tables, of the stimuli to be presented.

17. Calculating the fixation positions on the positio¬ ning planes of the stimuli to be presented.

18. Measurement and calculation of the 3-dimensional orientation, position and situation of a presented stimulus, e.g. a printed stimulus, including e.g. a page of a magazine or paper, or an object, in relation to the positioning planes.

19. Coupling the fixation location of the eyes on the positioning planes to the presented stimulus.

20. Correction of the calculated fixation locations, of the eyes on the presented stimuli, for the measured and calculated 3-dimensional orientation, position and situation of the stimulus. All steps are performed such, that a net time resoluti¬ on of at least 1/50 of a second and a location resolution (on the stimuli) of at least 1 mm² are realized.

By way of an example, it is indicated step by step which aspects, among others, can be measured with the system and method according to the invention. The aspects concern items of typical printed matter research.

1. A diagnosis of respondents, e.g. itemized in:

- sex, - age,

- education,

- demographic variables,

- social variables,

- areas of interest, - preferences, e.g. in relation to brands and products,

- which magazines are read,

- habits, e.g. smoking and drinking,

- visual, auditive and psychological capacities,

- absorbing capacity, - reading capacity,

- understanding capacity,

- tempo,

- calibration, etc.

2. A diagnosis of stimuli, e.g. print media, itemized in: - number and type of magazines,

- number of pages,

- number of pages opened and the page numbers,

- number of pages respondents left opened for more than X seconds, and page numbers, - pages on which respondents placed more than X fixat¬ ions, and page numbers,

- number of fixations per page, per quadrant page, or smaller, e.g. 1/9 of a page.

- time spent for a complete magazine, per page, per quadrant page, or smaller, e.g. 1/9 of a page, etc.

- Above diagnoses itemized seperately for:

- advertisement pages,

- editorial pages,

- left pages, - right pages,

- front and back pages, etc. 3. The aspects of stimuli, such as:

- orientation in medium: date, issue, page number, location,

- subject, theme,

- size,

- style, colour use, etc. Performance aspects: - The degree to which stimuli, e.g. advertisements, are capable of realizing an observation by respondents,

- To what extent all parts of an advertisement regarded as necessary by the advertiser are fixed by respond¬ ents, - The number of persons that fixated one, two, or three of the three central advertisement elements,

- The degree to which stimuli, e.g. advertisements, are (in)capable of establishing contact with respondents.

- Ad contact, e.g. defined as: the percentage of respondents who placed at least one or more fixations on the ad according to certain time criteria. Ad contact means the start of taking in the stimulus. - No ad contact, e.g. defined as: the percentage of respondents who did not open the double page, on which the ad was placed, or did not place any fixations on the advertisement according to certain time criteria.

The performance aspects following below are related to whether or not fixating one or more of the three central advertisement elements. The three central advertisement elements (C.A.E.) are:

- Brand in parts

- Visual in parts

- Text in parts - Partial Advertisement Contact (PAC) e.g. defined as: the percentage of respondents having fixated the brand + the two other central advertisement elements, each with individual time criteria, e.g. between 60 and 1000 ms.

Partial Advertisement Contact is a requirement for the capability to take note of a part of the brand message, in such a way that absorption thereof becomes possible. - Complete Advertisement Contact (CAC) e.g. defined as: the percentage of respondents having fixated the brand + the two other central advertisement elements, each with individual time criteria, e.g. between 60 and 1000 ms. Complete Advertisement Contact is a necessary requirement for the capability to fully absorb, process and store the advertisement information.

- The Advertisement Contact Score (ACS) e.g. defined as: the result of Partial and Complete together.

The Advertisement Contact Score percentage indica¬ tes the number of respondents who could have ab¬ sorbed the stimulus in such a way, that at least a correct, be it a partial one, recall is possible. The criteria to be employed, e.g. the ACS criteria, are preferably adjustable. Thus, a difference in requirements can be employed e.g. for known stimuli in relation to unknown stimuli. All data are relative in relation to: - other stimuli.

- the same stimulus in other media, - the same stimulus at other times.

4. The circumstances during the measurement, such as:

- date and moment of the day. - the moment of measurement, e.g. separation of morning, afternoon and evening results.

- the total number of respondents,

- the total number of magazines and/or papers, - the total number of pages,

- the total number of advertisements,

- the news situation (including topical matters and sports), etc. - the social-economical situation,

- the temperature (indoors and outdoors),

- the atmospheric humidity level and atmospheric pressure,

5. Any conceivable combination of 1 , 2, 3 and 4. It will be obvious that in the above, the invention has only been explained by way of some specific examples, as for the method, the equipment used with it, the applications and the possible result of measurements, and that many changes and/or additions can be made without leaving the inventive idea.

- claims -

Claims

C L A I M S

1. Method of collecting and processing stimuli data and random check survey data, characterized in that stimuli are presented to respondents and that the physiological reactions to said stimuli, and stimuli items, are measured, recorded and processed in an automated way, to simple re¬ sults that can be interpreted by anyone.

2. Method according to claim 1, characterized in that stimuli are presented to large amounts of respondents and that the physiological reactions to said presented stimuli and stimuli items are measured and recorded with several systems.

3. Method according to one of the preceding claims, characterized in that stimuli are presented in large quanti- ties.

4. Method according to one of the preceding claims, characterized in that the stimuli data and random check survey data are collected and processed within a short time.

5. Method according to one of the preceding claims, characterized in that the data processed to interpretable results are stored in a database, such as a relational database, and can be searched.

6. Method according to one of the preceding claims, characterized in that the measurements are performed at a number of spaced apart locations and that the recorded data are processed in central units.

7. Method according to one of the preceding claims, characterized in that clock times are applied instead of fixed geographical references. The time is the fixed refe- rence for all sorts of measurements, calculations and pro¬ cessing.

8. Method according to one of the preceding claims, characterized in that one or more elements of the measure¬ ment arrangement, such as the respondent's head, the eyes, the reflections at the cornea, the stimuli and the system components, such as radiation sources, mirrors and sensors, are allowed to move in the room in relation to each other and that said elements are brought in spatial synchronizati¬ on with each other per unit of time.

9. Method according to claim 8, characterized in that all movable elements are allowed to move in the room in relation to each other and that said elements are brought in spatial synchronization with each other per unit of time, regardless of the dimensions and movements of said elements.

10. Method according to one of the preceding claims, characterized in that the data concerning the 3-dimensional position, orientation and movements of the head, the distan¬ ce between head, eyes and stimuli, as well as the changes therein in time, are related to stimuli data with the re¬ sult, that dynamically and for each measuring instance it is determined which stimuli are visible to which extent and which parts thereof are actually within the visual range of respondents.

11. Method according to one of the preceding claims, characterized in that data concerning the position of the head, position of the eyes, reflections at the cornea, position of the pupil and viewing direction are related to stimuli data with the result, that dynamically and for each measuring instance it is determined, what stimulus element the eye centre, the fovea centralis, of a respondent is focussed on.

12. Method according to one of the preceding claims, characterized in that the interpretable results realized by data processing concern stimuli performance aspects and repondent performance aspects.

13. Method according to one of the preceding claims, characterized in that for being able to perform measurements and for being able to ask questions about stimuli shown and for respondents being able to answer, members have been connected to the units, such as sensors for measuring physi¬ ological data, radiation sources, push buttons, interactive push buttons, touch screens, interactive touch screens, and signal givers.

14. Method according to claim 1, characterized in that the presentation of stimuli to respondents takes place by means of computer-controlled programs for showing still and moving images on displays in combination with sound, in which the programs for presenting stimuli in a certain sequence are adapted depending on interventions.

15. Method according to claim 14, characterized in that the programs for presenting stimuli in a certain sequence are adapted depending on the physiological reactions of respondents.

16. Method according to claim 14, characterized in that the programs for presenting stimuli in a certain sequence are adapted depending on stored personal data.

17. Method according to claim 14, characterized in that computer systems provide for coordination between presenta¬ tions, recordings and adaptations of presentation programs, employing relatable time bases.

18. Method according to claim 17, characterized in that synchro^'nizable time bases are employed.

19. Method according to claim 18, characterized in that a common time basis is employed.

20. Method according to claim 14, characterized in that during stimuli presentation programs, each time after certain time intervals, the adjustment to the respondent is checked and possible deviations will be corrected automati¬ cally.

21. Method according to claim 1 , characterized in that presentation of stimuli to respondents takes place in the form of printed matter, such as printed media, including magazines and papers; in the form of products in 3-D, such as cars, household appliances, packages; and in the form of designs.

22. Method according to claim 21, characterized in that the starting time and length of time of stimuli presentati¬ ons are measured and recorded.

23. Method according to claim 21, characterized in that the stimuli to be presented are positioned on a table, such as printed matter on a reading table.

24. Method according to claim 23, characterized in that the stimuli are fixed in a position, such as by means of a clamping mechanism.

25. Method according to claim 21, characterized in that the 3-dimensional positions and rotations of the stimuli are determined per unit of time and that said information is used for spatial synchronization of the elements of the measurement arrangement.

26. Method according to claim 21, characterized in that the spatial orientation and shape of the stimuli are deter- mined per unit of time and that said information is used for spatial synchronization of the elements of the measurement arrangement and for correction.

27. Method according to claim 21, characterized in that said presented stimuli are recorded and identified by means of computer-controlled sensor systems, also if the stimuli are partly invisible.

28. Method according to claim 1, characterized in that the 3-dimensional position, orientation and movements of the head, as well as the distance between head and stimuli, and the changes therein in time, are determined per unit of time.

29. Method according to claim 1, characterized in that the 3-dimensional positions of the eyes, the pupils and the reflections at the cornea are determined per unit of time.

30. Method according to claim 1, characterized in that the 3-dimensional position, orientation and movements of the head, the distance between eyes and stimuli, the positions of the eyes, the positions of the eyes in the eye sockets, those of the pupils and the reflections at the cornea, as well as the changes therein in time, are determined per unit of time and that this information is used for spatial syn¬ chronization of the elements of the measurement arrangement.

31. Method according to claim 1 , characterized in that with measuring eye activity, one proceeds in such a way, that at least one eye is irradiated with radiation, such as unnoticeable radiation and visible radiation, and recordings are made with recording elements, such as sensors, including image sensors, that are connected to the computer systems.

32. Method according to claim 31, characterized in that for measuring the position and orientation of pupils and the reflections at the cornea, the eyes are directionally irra¬ diated by means of moving radiation sources.

33. Method according to claim 31 , characterized in that movement of the pupils and their centres, also when they are partly covered, is also measured with regard to each measu- ring instance in relation to images of radiation sources on the cornea and that the viewing directions of the eye are determined from the relative positions of the images in relation to the pupils.

34. Method according to claim 1, characterized in that the physiological reactions of respondents are measured and recorded per unit of time, such as:

- the physiognomy, such as the position of the corners of the mouth, of the eyebrows, the tensions on the facial muscles, etc.;

- blood pressure;

- heartbeat;

- respiration; - muscular tensions;

- skin temperature;

- skin resistance;

- brainwaves;

- blood flow through a part of the body such as e.g. the ear lobe;

- hand movements;

- the voice; etc..

35. Method according to claim 1, characterized in that for determination and correction of the individual facial features of respondents, the direction of fixation of the eyes are measured in relation to certain directions of calibration.

36. Method according to claim 35, characterized in that for determining the directions of calibration, one employs locations consisting of a group of small characters varying per location, said characters together being no larger than several mm, varying in number per location, which number should be counted aloud by respondents. Consequently, respondents are forced to aim their fovea centralis accurately on the groups of characters, as a result of which calibration is possible.

37. Method according to claim 1, characterized in that on determining the stimuli program to be executed, personal data, such as variables, capacities, characteristics, prefe¬ rences, interests and interests in product categories and brands are taken into account.

38. Method according to claim 37, characterized in that the stimuli program to be executed is tuned to the physical and psychological capacities of respondents, such as absor- bing capacity, tempo and reading capacity.

39. Method according to claim 37, characterized in that the personal data have been recorded for determining the stimuli program to be executed.