Gerald A Zaltman

US Patent:

54368308, Jul 25, 1995

Filed:

Feb 1, 1993

Appl. No.:

8/011867

Inventors:

Gerald Zaltman - Boston MA

International Classification:

G06F 1538

US Classification:

3644192

Abstract:

A method and apparatus for eliciting customer input to construct advertising/marketing campaigns. The metaphor elicitation technique method and apparatus provides a series of steps on an apparatus for eliciting from a customer the important aspects associated with a particular topic about which a marketing program is to be devised. The customers interact with a file of images which are designed to pictorially represent important sensory aspects of a topic being studied. The images and subsequent graphical maps and related constructs are then used to create an appropriate marketing/advertising campaign for the product or subject matter being studied.

US Patent:

60993197, Aug 8, 2000

Filed:

Nov 9, 1998

Appl. No.:

9/188796

Inventors:

Gerald Zaltman - Boston MA
Stephen M. Kosslyn - Cambridge MA

International Classification:

G09B 1900

US Classification:

434236

Abstract:

Neuroimaging as a means for validating whether a stimulus such as advertisement, communication, or product evokes a certain mental response such as emotion, preference, or memory, or to predict the consequences of the stimulus on later behavior such as consumption or purchasing. Subjects are exposed to stimuli of varying types. Their brain responses are then measured by any one or a combination of neuroimaging devices. The results of neuroimaging are then used to predict future behavior of the subject and those similarly situated with respect to purchase or consumption of products, based upon the non-subjective evidence of neuroimaging.