ANALYSIS OF MARKETING AND ENTERTAINMENT EFFECTIVENESS USING CENTRAL NERVOUS SYSTEM, AUTONOMIC NERVOUS SYTEM, AND EFFECTOR DATA

An example system includes an analyzer to identify a degree of amplitude synchrony between a first pattern in a first frequency band in first neuro-response data and a second pattern in a second frequency band in the first neuro-response data, the first neuro-response data gathered via a first modality of collection from a subject while the subject is exposed to media, and modify the degree of amplitude synchrony in response to activity in second neuro-response data, the second neuro-response data gathered via a second modality of collection from the subject while the subject is exposed to the media, the activity corresponding in time to at least a portion of the first pattern or the second pattern. The example system includes an estimator to determine an effectiveness of the media based on the modified degree of amplitude synchrony.