RU2787224C1 - Method for assessing the functional state by walk and/or motion kinematics characteristics and application of the method in the field of promotion of goods and services - Google Patents

Abstract

FIELD: advertising.

SUBSTANCE: invention relates to the field of psychology, physiology, neurophysiology, and marketing; namely, to a method for assessing the functional state of a person by a set of characteristics of the walk and/or motion kinematics, and can be used in the field of promotion of goods and services of various companies, in particular, for increasing the conversion of products offered by companies to users. Proposed is a method wherein the walk and/or motion kinematics characteristics of at least one user visiting a company are recorded; the functional state of the user is determined based on the findings using a trained neural network, and the user is offered an advertising offer and/or an advertised product most matching the determined functional state, such that would most probably be perceived by the user as positive, and/or such that the further consumer behaviour of the user would most probably be expressed in agreeing to use the offered product or service.

EFFECT: expanded range of methods for determining the functional state of people, increase in the number of positive responses of users when offered goods and services, increase in the rate of conversion of goods and services offered by companies and/or enterprises providing goods or services, increase in the accuracy of predicting consumer behaviour.

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Description

The invention relates to the field of psychology, physiology, neurophysiology, marketing, and in particular to a method for assessing the functional state of a person according to a set of indicators of gait and / or kinematics of movements, and can be used in the field of promoting goods and services of various companies, in particular, to increase the conversion of products offered by companies to users.

One of the key tasks facing companies selling their goods and services is to increase the conversion of the products they create. What tools can help you increase your conversion rate? This issue is a practical and applied problem, for the solution of which it is necessary to involve modern technologies.

In recent years, when interacting with customers, companies in various fields have significantly increased the share of the service component, online interaction with the consumer is being improved, “favorable conditions” are being built into the information space. Searching for new customers, improving ways of cooperating with those who are already consumers of products are tasks that are gradually moving into the most effective interaction with users in the online environment.

Recently, the attention of product developers has been drawn to neuromarketing research, the search for tools that can identify the motives for performing certain actions of a potential consumer. Particular attention in this matter is paid to the psychological, emotional state of consumers. For example, the article "Neuromarketing: a modern approach in classical marketing" (Chervyakova E.A., 2019) - paramount attention is paid to the aspects of the influence of neurochemical processes on the adoption of subconscious decisions, as well as decision-making methods, research in the field of cognitive distortions, methods of fixing physiological data in the study of the effectiveness of design, advertising, product properties and brand popularity.

Also at the moment, there are some data that allow us to say that in a functional state of rest and relaxation, as well as with strong emotional arousal, fatigue, illness, stress, the suggestibility of a person increases. Suggestion is one of the ways to control human behavior used in advertising and marketing. This is a technology of suggestive influence on the human psyche, associated with a weakening of the criticality of his thinking and offering him attitudes that he does not comprehend and do not analyze sufficiently. Unlike persuasion procedures, in which arguments and reasoning are given that encourage a person to independently and consciously make some kind of decision, suggestive procedures act “bypassing” consciousness. A person is able to most resist advertising installations in a state of stable activity, mobilization - a state that allows you to maintain a working level of attention.

The only accurate results of determining the subconscious attitude of buyers to products and services can only be obtained from physiological data read by special devices, since they are as impersonal as possible. Among them: 1. Observation of the human cardiovascular system (assessment of heart rate variability); 2. Measurement of the electrical resistance of the skin (to detect excessive sweating); 3. Registration of facial muscle contraction; 4. Eye-tracking (registration of gaze direction, pupil size and duration of gaze retention); 5. Analysis of evoked potentials (analysis of the brain's response to certain stimuli); other.

Currently, a significant breakthrough in technology is associated with the development of neural networks. "Machine vision" allows the recognition of elements in almost any conditions. Artificial intelligence technologies are rapidly being introduced into the IT support of companies. However, the use of neural network technology is practically not used in neuromarketing, and the study of the relationship between psychophysiological indicators and human states and metrics recognized by machine vision is at an early stage of development.

The following methods are known from the prior art.

Patent No. 2711976 "METHOD FOR REMOTE RECOGNITION AND CORRECTION USING VIRTUAL REALITY OF THE PSYCHO-EMOTIONAL STATE OF A HUMAN", Zhovnerchuk Inna Yurievna (RU), 08.11.2018. A method for remote recognition and correction using virtual reality of a person's psycho-emotional state, in which individual dynamic monitoring of facial expressions, movements and speech is used to recognize the psycho-emotional state, while to determine facial expressions, motor and speech activity, a person is presented with test material to influence his receptor field, then, according to the data obtained, the psycho-emotional state of a person is determined in accordance with the facial movements coding system, the resulting mimic image is classified by the artificial intelligence system as an affective component of emotion disturbance - according to the severity and duration of emotional disturbances, defined as a simple emotion, mood, affect, by the nature of emotional disorders - low mood, high mood, unstable emotional sphere, qualitative distortion of emotions, for the motor component of affective disorders - increased and the ideational component of affective disorders, determined by fast and slow speech, and is stored as a database of the spectrum of emotions of an individual person, after which remote monitoring is carried out using artificial intelligence to constantly compare data on facial muscle contraction, motor and speech activity with the formed database of the spectrum of human emotions, based on the results obtained, recommendations are issued on the possibility of referral to the correction of the psychophysiological state, while the correction is carried out through virtual reality, introducing a person into a trance state, the form of correction is determined as directive or non-directive according to an individual program based on the type personality and the predominant modality of information perception - visual, auditory and kenesthetic, with constant monitoring by encephalography, which transmits data to artificial intelligence to determine the effective correction features.

Application for a patent for invention No. 2016142499 METHOD FOR READING, RECOGNIZING AND FIXING THE EMOTIONAL STATES OF PEOPLE IN A CERTAIN, Limited Liability Company "EMOTIAN" (RU), Artamonova Yana Nikolaevna (RU), 10/28/2016. A method for reading, recognizing and fixing the emotional states of people in a certain geolocation, including the following steps: a) collecting user products based on social network data, including recognizing, identifying and formatting data; b) selection of time parameters, geolocation of products for each user; c) a comparative analysis of the products of each user with a pre-formed library of emotionally colored words and emotionally significant symbols, containing words and symbols that are highly likely to be found in combination with references to basic emotional states; d) fixing the profile of emotionality for a specific product when identifying words from the library in the user's product; e) normalization of the profile about the emotional state during the allotted time for the user; f) averaging user product data over a given period of time; g) normalization of data on the emotional state by geolocation and the formation of a general emotional background - taking into account the values of many users, at a certain point in time, present in the geolocation zone; h) fixation of the emotional state allocated for a certain point in time in geolocation, on the map.

Patent application for invention No. 2017126805 A METHOD FOR DETERMINING THE EMOTIONAL STATES OF PEOPLE IN A CERTAIN GEOLOCATION USING THE HARDWARE PLATFORM, Limited Liability Company "EMOTIAN", 07/26/2017. The method for determining the emotional states of people in a certain geolocation includes: prompt identification of emotions characteristic of a given geographical location; assessment of emotion and location of significant groups; search for geolocations according to the required level of emotional background; predicting the probability of the emotional state of a group of people depending on geolocation; formation of recommendations on geolocations in which a change in the emotional state is likely, which differs by the use of a hardware platform.

Patent No. 2708807 ALGORITHM FOR COMPREHENSIVE REMOTE CONTACTLESS MULTICHANNEL ANALYSIS OF THE PSYCHO-EMOTIONAL AND PHYSIOLOGICAL STATE OF THE OBJECT BY AUDIO AND VIDEO CONTENT, Pliev Georgy Igorevich (RU), 17.02.2017. A method for complex remote non-contact multichannel analysis of the psycho-emotional and physiological state of a subject based on audio-video data containing information about the subject, characterized in that the acquisition of audio-visual data is carried out continuously and dynamically, and various optical information channels in combination with acoustic information channel.

Patent №2722447 METHOD FOR ASSESSING VOLUNTARY ATTENTION ON THE BASIS OF EYE MOTOR INDICATORS AND AMPLITUDE-FREQUENCY CHARACTERISTICS OF THE ELECTROENCEPHALOGRAM, Joint Stock Company "Neurotrend" (RU), Latanov A.V. Et al. (RU), 11/14/2019. A method for assessing the level of user's voluntary attention in the process of perceiving a marketing object, which consists in the fact that during the study, a background electroencephalogram is recorded by registering the value of the user's electroencephalogram potentials for a specified time with eyes closed and for a specified time with eyes open; present objects to the user; continuously determine the direction of the user's gaze with the possibility of determining the fixation of the user's gaze on the object; registering the potential values of the electroencephalogram of the user with the registration of the parameters of the waves of the encephalogram; at the end of the study a) determine the beginning of fixing the user's gaze on one of the objects; b) determining the end of fixing the user's gaze on the specified object earlier than after a predetermined time, re-performing operation a); c) at the end of determining the fixation of the user's gaze on the object, not earlier than after a predetermined time, the value of the user's fixation time on the object and the average amplitude of alpha activity waves recorded from the moment of beginning to the moment of completion of the fixation of the user's gaze on the specified object are stored with an indication of the object related to to the saved parameters; d) sequentially repeat steps from a) to c) until the end of the time during which the study was carried out; e) for the sections corresponding to each of the objects separately, the total time of gaze fixation on the corresponding object is calculated; calculating an average of the stored values of the amplitudes of the alpha waves and determining the relative attention levels for each of the objects as a quotient of the average amplitude of the alpha waves recorded in the corresponding fixation period and the average of the average amplitudes of the alpha waves, from which one is subtracted, and the resulting difference is multiplied by one hundred.

Patent No. 2723732 METHOD FOR ANALYSIS OF EMOTIONAL PERCEPTION OF AUDIOVISUAL CONTENT IN A GROUP OF USERS, Joint Stock Company "Neurotrend" (RU), Koroleva M.V. and others, 23.10.2019 (RU). A method for analyzing the emotional perception of audiovisual content in a group of users, including the steps at which each user from the group of users is presented with audiovisual content on the screen, while viewing which the user is subjected to photoplethysmography and measurement of the electrical conductivity of the skin, the current average emotional valence for each second is determined by calculating differences in the amplitudes of the upper and lower envelopes of the photoplethysmogram, the current average indicator of emotional involvement for each second is determined by calculating the sum of the first derivative of the skin electrical conductivity reaction function and 40% of the first derivative of the emotional valence indicator in the corresponding second, each user from the user group is presented with a test stimulus, which is a sound signal with a duration of 2 seconds and a volume of 65 dB, determine the test indicators of emotional valence and emotional involvement of the pr and presenting a test stimulus for each user, normalizing the current indicators of emotional valence and emotional involvement while viewing audiovisual content to test indicators of emotional valence and emotional involvement, comparing the obtained normalized average indicators of different users in a group of users and determining group patterns of emotional perception of audiovisual content.

Patent No. 2287856 METHOD FOR DETECTING EMOTIONS, METHOD FOR SENSITIVITY GENERATION AND SYSTEM AND MACHINE READABLE MEDIUM FOR THEIR IMPLEMENTATION, A.G.I. Inc. (JP), MITSUYESHI Shinji (JP), 09/04/2001. An emotion detection method for detecting a person's emotion, comprising the steps of inputting a voice signal; detecting a voice intensity and a tempo determined by the speed at which a voice appears, respectively, and detecting, as a time value, an intonation that reflects a change pattern of intensity in each voice-executed word based on the input voice signal; obtaining a first change value indicating a change in intensity of the detected voice along the time axis direction, and a second change value indicating a change in voice tempo along the time axis direction, and a third change value indicating a change in voice intonation along the time axis direction, respectively; and generating signals expressing an emotional state of at least anger, sadness, and pleasure, respectively, based on said first, second, and third change values.

Patent application for invention No. 2014138604 METHOD FOR MANAGING THE BEHAVIOR OF THE TARGET (CONSUMER) AUDIENCE, Vostryakov Sergey Nikolaevich (RU), 09/25/2014. A method for controlling the behavior of the target (consumer) audience, which provides for controlling the movement of at least one consumer (buyer) in a trade enterprise and / or the service sector using an intelligent audiovisual notification device and controlling the target (consumer) audience, demonstration of advertising and information materials, available to the attention of the consumer (buyer), according to the data received from the mentioned notification and control device, characterized in that with the help of the mentioned notification and control device, a change in the nature of the movement of the consumer (buyer) is identified, and the demonstration of advertising and information materials is controlled with the specified identification of the change in nature consumer (buyer) movements. The method described in the last cited document, in our opinion, is the closest analogue of the claimed invention.

Despite the fact that there are developments in the field of applied application of methods for assessing the psychological and emotional state in the field of marketing of goods and services, the development of new most effective methods and tools of neuromarketing to increase the conversion of offered products is an urgent task. There is a need for methods that reliably, efficiently and with a minimum set of technical tools will provide an assessment of the functional state of consumers, with which you can determine the motives, actions, decision-making mechanism of a potential consumer, methods that will allow you to use this data to increase the conversion of certain company products.

The objective of the claimed invention is to develop a new method for assessing the functional state of people and to ensure the practical application of the method in the field of promoting goods and services. Moreover, one that reliably, effectively and with a minimum set of technical tools will allow to determine the motives, actions, decision-making mechanism of a potential consumer of certain companies selling goods or services, will increase the conversion of the products they offer, and will also allow predicting consumer behavior of buyers.

The technical result of the invention consists in expanding the arsenal of methods for determining the functional state of people, increasing the positive responses of users when offering them goods and services, increasing the conversion of goods and services offered by companies and / or enterprises selling goods or services, increasing the accuracy of predicting consumer behavior.

The specified technical result is achieved by the fact that the proposed method offers the following. It is proposed to remotely determine the functional state of potential consumers (users) of goods and services, in particular, by detecting patterns of gait of users (a set of indicators: speeds and angles of movements in large joints in three mutually perpendicular planes, axial movements, trajectories and amplitudes of movements of various segments of the body; as well as general gait parameters - length, step base, foot turn angle, walking speed, step frequency, straightness of gait, lateral movements of the body, and accelerometric indicators - accelerations of body segments). Indicators of user movements recorded remotely are taken as the main initial analyzed data.

Among the most developed and frequently used concepts in psychology, in particular in the psychology of labor and ergonomic studies, is the concept of "functional state". The functional state is a characteristic of neurophysiological mechanisms that ensure the coordinated activity of mental, somatic and autonomic functions in the process of human activity or behavior (Mashin V.A., 2011). The concept of a functional state is introduced to characterize the effectiveness of a person's activity or behavior. In other words, this aspect of the consideration of problems involves, first of all, the solution of the question of the capabilities of a person in a particular state to perform a specific type of activity.

The main functional state of a person is a state of psychological readiness for activity, characterized by mobilization that ensures the effective performance of a certain activity. (Pavlova A.M., 2008). Also, you can pay attention to the state of rest. It allows a person to accumulate resources for subsequent vigorous activity, to comprehend the information received. However, a person is also characterized by other conditions that can affect the effectiveness of his activities, affect behavior and motivation. From the point of view of effectiveness, they can be classified as undesirable, for example, such as a state of expectation, anxiety, fear, apathy, fatigue. When determining functional states, it is advisable to take into account physiological and psychological indicators. Physiological methods make it possible to objectively diagnose the condition, correlate psychological phenomena with an organic basis. A number of studies have shown that an obligatory manifestation of undesirable functional states and maladjustment in healthy individuals is a vegetative imbalance, manifested by a high tension of the vagoinsular and sympathoadrenal components of the regulatory systems (Bubnova A.E., 2019). The autonomic nervous system, acting as an intermediary between the central nervous system and internal organs, is the most important "organ of affect expression." On the physiological side, the development of fatigue indicates a significant reduction in the body's internal reserves. As a result, the pace of work slows down, accuracy, rhythm, coordination of movements are disturbed, the physiological cost of work increases, sensory sensitivity decreases, the nature of the course of mental processes changes (the volume narrows, switching is disturbed, distribution of attention, it is difficult to extract information from long-term memory, the efficiency of thinking processes worsens) .

The dynamics of heart rate variability acts as an indicator of the body's adaptive capabilities. Its study using spectral analysis is an affordable non-invasive, easy-to-use method for assessing the functional state (activity) of the autonomic nervous system, which can be used under conditions of physical and mental stress. Given the level of possible influence of manifestations of the functional state on human behavior, his actions, reactions, decisions, specialists in labor psychology, engineering psychology, psychophysiology are extremely interested in modern technologies for determining the state, and primarily based on remote methods.

One of the promising areas today is the assessment of the characteristics of a person's gait. Both domestic and foreign researchers have shown that movements can identify diseases of the musculoskeletal system, injuries, determine individual characteristics that allow identifying a person. Rare studies have formed the preconditions for the identification of emotions by gestures and mimic changes. Therefore, it is promising to develop methods for assessing the functional state according to the patterns of human movements, in particular, his gait.

Human walking is an extremely complex biomechanical process that affects all major parts and functions of the human body. The interest in human walking analysis stems from the fact that motion analysis provides information about processes in the human body that are not directly observable.

Human walking is the result of a complex interaction between many neuromuscular and skeletal-articular elements of the locomotor system, vegetative and other factors. Walking disorders can be the result of disorders in any part of this system, including the brain, spinal cord, nerves, muscles, joints, skeleton, endocrine glands. Another possible cause of disorders is the presence of pain, although physically a person is able to walk normally.

A change in the trajectory of the center of mass of the body may indicate changes in the state of the person that affect the maintenance of stability in the gait. Since the trajectory of the change in the center of mass during movement reflects the movement of the whole body, its analysis can provide useful parameters for assessing walking. (Kataev M.Yu., 2019).

For a long time, gait analysis was used only for scientific research and its practical application was negligible. A wide study of movements became possible only with the advent of computer technology. The technique for evaluating the kinematics of movements, based on the use of recording equipment, has been called "motion capture" in the English-language literature. Motion capture systems can be magnetic (calculate the position and orientation of motion sensors using magnetic fields and have low noise immunity), optical (analyze video images of an object) and inertial (analysis of biomechanics is carried out by receiving signals from sensor sensors of various modalities worn on the subject: goniometric, inclinometric , accelerometric, force, tension sensors, etc.).

The kinematic parameters for assessing movements, in particular, gait, include the following: registration and measurement of movements in large joints of the lower limb both in the sagittal plane and in three mutually perpendicular planes, as well as in the joints of the foot. It also includes parameters characterizing the spatial movements of the pelvis, axial movements of the lower leg and thigh, trajectories and amplitudes of movement of various segments of the body, including the trunk, upper limbs, and head. It is also possible to evaluate the general gait parameters: length, step base, foot turn angle, walking speed, step frequency, gait straightness, lateral movements of the body when walking, double step time (the period from the contact of the heel with the support to the next contact with the heel of the same leg), time of support and transfer of each leg, time of support on both legs and one leg, moment and time of support on various parts of the foot.

These indicators allow us to assess the degree of functional changes. Today, the question of the relationship between behavioral reactions and gait changes under various negative FSs remains insufficiently studied. Taking into account the applied significance of predicting human behavioral reactions under conditions of various functional states determined by the kinematics of movements, the experimental identification of this correlation becomes an urgent scientific and practical task.

Thus, as already mentioned above, for remote assessment of the functional state of potential consumers (users) of goods and services, it is proposed to identify patterns in the mechanism of their movements. To do this, as the main initial analyzed data, the indicators of the gait of the indicated users - visitors of certain companies, are recorded remotely when a potential consumer (user) enters the company's premises, which can be a presentation room, trading floor, cash register, etc. By means of video cameras installed in the room, the parameters of a person's gait are registered and recorded. In particular, kinematic parameters of gait are recorded, such as: speeds and angles of movements in large joints in three mutually perpendicular planes, axial movements, trajectories and amplitudes of movements of various body segments; additionally recorded - general gait parameters - length, step base, foot turn angle, walking speed, step frequency, straightness of gait, lateral body movements, and accelerometric indicators - accelerations of body segments.

The resulting patterns include all of the above parameters.

The necessary and sufficient time for video recording of human gait parameters is approximately 3 seconds. Further, the data from the video cameras are fed into the appropriate software for processing and analysis. At the same time, the specified software is essentially a pre-trained neural network that already contains data on various functional states of many users with an already established relationship and correlations between the functional state of the user and his gait, biomechanics indicators, as well as visual reactions to the perceived elements of the room. Also, the neural network already has data on the relationship and correlations of certain functional states of users with specific options for advertising products of a particular company.

Gait data (received from video cameras at the user's entrance to the hall) enters the trained neural network and is compared with the data available in it. Based on these data, the network recognizes the functional state of the visitor, which is most appropriate for him at a given time. Further, depending on the recognized variant of the functional state of the visitor, the neural network selects a specific variant of the company's advertising product and (or) the company's advertising offer, which at a given moment in time is most likely to be favorably perceived by the user, and (or) his further consumer behavior will be expressed in agreement to use the proposed product or service.

The neural network is trained in the following way. Volunteers are preliminarily tested, data is collected for the neural network in order to identify patterns in the mechanics of human movements for different functional states. The number of tested volunteers is at least 1500 people. A comprehensive examination of the subjects and continuous monitoring of their functional state are carried out by the following methods and according to the following parameters:

- cardiorhythmography with spectral analysis of heart rate variability;

- pupillometry (assessment of pupil reaction);

- psychophysiological testing of mental processes of attention and memory;

- assessment of the psychological state by standardized methods;

- questioning (assessment of the quality of life).

- a combination of walking (individually calculated intensity) on a treadmill and performing cognitive tasks with a gradual increase in the level of difficulty;

- goniometry - measurement of angles in the joints when performing regulated cognitive-motor tasks;

- video recording of movements;

- assessment of spatial and temporal characteristics of movements;

- myography.

During the procedure, the subjects are asked to perform cognitive-motor tasks, such as walking on a treadmill, etc. in order to form a mild and severe stage of fatigue. At the same time, continuous recording of cardiorhythmogram indicators, movement parameters, and myograms is performed. There is also a parallel continuous recording of movements on the video camera. Upon completion of the loading procedure, the participant performs a walk of 20 meters in the forward direction to a previously fixed video camera. Thus, they have a data pool of identified patterns of movement mechanics in interrelation and correlation with various functional states of users. Next, to collect the next required data pool, another study is carried out. It consists in the following. The number of tested volunteers is at least 1500 people. A comprehensive examination of the subjects and continuous monitoring of their functional state are carried out by the following methods and according to the following parameters:

- cardiorhythmography with spectral analysis of heart rate variability;

- pupillometry (assessment of pupil reaction);

- psychophysiological testing of mental processes of attention and memory;

- assessment of the psychological state by standardized methods;

- questioning (assessment of the quality of life).

After recording the background values of the functional state, psychophysiological indicators, pupillometry, the subjects are shown pre-prepared video images of various interiors of the premises, which are a presentation hall, a trading floor, a cash register, etc. At the same time, continuous recording of cardiorhythmogram parameters and electrical activity of the cerebral cortex is carried out. Also, with the help of eye-tracking technologies (oculography), the oculomotor reactions of the subjects in space are recorded when they are presented with video images of various interiors of the premises. Thus, they have a pool of data on changes in the user's functional state in relation and correlation with oculomotor reactions obtained during the perception of interior stimulus images in laboratory conditions. Further, similar studies are carried out, but in real conditions, in the real premises of the company. For example, if a bank is a company that wants to increase the conversion of its products, then the collection of information takes place in the real premises of the bank, for example, at the entrance to the bank's cash room. In this part of the study, a portable wearable gadget of a modified version of the Eyetracker APK is used - glasses with an eye movement recorder and an accelerometric module, and sensors of the Hummingbird-Carmine APK. Registration of eye movements begins with the entrance to the bank branch from the street. The research participant is tasked to enter the branch, get a coupon number for the bank service, go past the counters of specialists to the waiting area, and wait for their turn. In addition to eye movements, the trajectory and speed characteristics of the participant's movement around the bank branch are monitored for subsequent study and identification of combinations of the activity of psychophysiological reactions in areas of space. Thus, they have a pool of data on the change in the functional state of the user in relation and correlation with oculomotor reactions obtained during the perception of the interior of a particular room in real conditions. These correlations, taking into account the data of oculomotor reactions in conjunction with the functional state of the participants, allow the formation of correction factors that can be used to more accurately determine the functional state of potential users of goods and services of companies.

As a result of the research, they have the above data, which are used to train the neural network by methods known in this field. Thus, a neural network trained in this way has data on the relationship and correlations of certain functional states of users with specific options for advertising products and (or) advertising offers of a particular company, as well as predicting consumer behavior with a positive response to a particular advertising product. companies. Further, as already mentioned above, when receiving user gait data from video cameras at the entrance to the hall, the trained neural network recognizes the functional state of the visitor, which best suits him at a given time and selects a specific variant of the company's advertising product, which at a given time with the greatest will most likely be perceived by the user as positive and (or) his further consumer behavior will be expressed in agreement to use the proposed product or service. Such a most suitable promotional offer can be displayed, for example, on a monitor installed in the hall of the company and which is seen by a potential specific consumer. It is also possible that a message about the selected most suitable advertising product is received by an employee of the company (operator, manager, salesperson, clerk) who interacts with the client, and then the employee offers it directly to the user.

The method is confirmed by the following examples.

Example 1. Application of the Method in the bank-client system.

According to the method, a hardware-software complex is used, consisting of a computer, a video camera, a tablet and software using machine learning technology.

The practical implementation of the method in a bank consists of two stages.

At the first stage, a complex of neurophysiological studies is performed. Research is carried out on a sample of healthy volunteers in the amount of at least 1500 people. An assessment is made of the relationship between the indicators of a person's gait (using sensors of the kinematics of movements) and his functional state. At the same time, the following parameters are recorded for each participant in the study. Kinematic parameters of gait, such as: speeds and angles of movements in large joints in three mutually perpendicular planes, axial movements, trajectories and amplitudes of movements of various body segments; additionally recorded - general gait parameters - length, step base, foot turn angle, walking speed, step frequency, straightness of gait, lateral movements of the body, and accelerometric indicators - accelerations of body segments. In parallel, continuous monitoring of the functional state of the study participants is carried out by the following methods and according to the following parameters:

cardiorhythmography with spectral analysis of heart rate variability, pupillometry (assessment of pupil reaction), psychophysiological testing of mental processes of attention and memory, assessment of psychological state by standardized methods, questionnaires (assessment of quality of life). Volunteers are also offered to perform exercises that consist of walking on a treadmill, as well as performing cognitive-motor tasks with a gradual increase in the level of difficulty in order to form a mild and severe stage of fatigue. At the same time, continuous recording of cardiorhythmogram indicators, movement parameters, myograms is performed to collect data on the functional state of participants after applying the "load". In parallel, movements are recorded on a video camera. An array of identified patterns of biomechanics corresponding to various functional states are structured and stored in the memory of the hardware-software complex. Then the second part of the study is carried out. In healthy volunteers in the amount of at least 1500 people, changes in the functional state are recorded during visual perception of images-stimuli of the interior of a bank branch. To do this, volunteers are shown various video images of the interiors of the bank. At the same time, the parameters of the functional state are recorded in the same way as it was carried out in the study at the first stage, while using eye-tracking technological solutions, the parameters of the oculomotor reactions of the participants are also recorded. The obtained characteristics in the form of parametric coefficients of a change in the state of a person as a result of the perception of images-stimuli of the interior of a bank branch are stored in the memory of the hardware-software complex. Next, an assessment is made of the client's attitude to the products and services of the bank in the conditions of various functional states. The received data is stored in the memory of the hardware-software complex in the form of correspondence of promotional materials to various functional states.

Further, an additional study is carried out on healthy volunteers in the amount of at least 20 people, in a real bank branch. To do this, the participant wears portable glasses to record eye movements, as well as sensors to record the functional state. Registration of eye movements begins with the entrance to the bank branch from the street. The participant is tasked with entering the branch, getting a coupon number for the bank service, proceeding past the counters of specialists to the waiting area, and waiting for their turn. In addition to eye movements, the trajectory and speed characteristics of the participant's movement around the bank branch are monitored, which is recorded by video cameras. This is how data is collected to identify the psychophysiological reactions of a person upon presentation of images of the interior of the bank in the conditions of a real branch of the bank. The received data is stored in the memory of the hardware-software complex. The research results in the form of identified patterns, algorithms, regularities and an electronic database are integrated into the neural network of the system being created for remote assessment of the functional state of bank visitors.

Example 2. The user is a potential client of the bank, male, 25 years old. Included in the premises of the bank, operating and cash hall. At the entrance to the bank, video cameras are installed, connected to a system for remote assessment of the functional state, which carry out the process of video filming how the client enters the hall, moves around it, this happens for about 3 seconds, registers the client's gait indicators. The received data are fed into the software (trained neural network), which compares them with the patterns of movement kinematics in its memory and converts the data into indicators of the functional state, taking into account the correction for the change in the functional state of the client in connection with the perception of elements of the interior of the bank branch; analyzes the final values, while forming the final conclusion about the functional state of the client at a given point in time, selects an individual advertising offer that best suits his current psycho-physiological and emotional state. “Most fit” means that under a given specific functional state, at a given time, the client is most likely to perceive this promotional offer as more positive and (or) his further consumer behavior will be expressed in agreement to use the proposed product or service. When the client approaches the operator's desk, the specified individually selected promotional offer is displayed on the screen of the installed tablet. The client gets acquainted with him and decides to use the proposed service.

Example 3. At the first stage, according to the sequence of actions set out in the description of Example 1, a set of neurophysiological studies is performed in the prescribed volume. The order and essence of the research is similar to that described in example 1, with the difference that the target location is considered to be a point store of the distribution network, its interior and the goods and services offered. All parts of the research are carried out both in the conditions of a real retail point and in laboratory conditions.

User - a potential consumer of the store's goods, a woman, 37 years old. Enters the shop floor. At the entrance to the store, video cameras are installed, connected to a system for remote assessment of the functional state, which carry out the process of video filming how the client enters the premises, moves around it, this happens for about 3 seconds, registers the parameters of the client's gait. The received data is fed into the software (trained neural network), which compares them with the patterns of movement kinematics in its memory and converts the data into indicators of the functional state, taking into account the correction for the change in the functional state of the client due to the perception of the interior of the retail point, analyzes the final values , while forming the final conclusion about the functional state of the client at a given time, selects an individual advertising offer that best suits his current psycho-physiological and emotional state. “Most fit” means that under a given specific functional state, at a given time, the client is most likely to perceive this promotional offer as more positive and (or) his further consumer behavior will be expressed in agreement to use the proposed product or service. When the buyer approaches the first showcases / stands / installations, the specified individually selected advertising offer is displayed on the screen of a monitor installed nearby. The client gets acquainted with him and decides to use the proposed product.

Example 4. Application of the Method in information systems of residential buildings.

The same sequence of actions described in examples 2 and 3 is carried out with the difference that the video cameras record the parameters of the visitor's gait at the entrance to the front door of a residential building, the calculated correction for changes in the functional state takes into account the distance between the entrance and the elevator location space, and the most appropriate one is individually the selected promotional offer is displayed on the screen of a nearby monitor when the user approaches the elevator.

The proposed new method has been developed, based on the assessment of the functional state of users in terms of gait and / or kinematics, which reliably, efficiently and with a minimum set of technical tools will allow to determine the motives, actions, decision-making mechanism of a potential consumer of certain companies selling goods or services, and will help increase the conversion of the products they offer.

Claims (5)

1. A method for assessing the functional state of the user based on indicators of gait and/or kinematics of movements, characterized in that indicators of gait and/or kinematics of movements are recorded, such as kinematic parameters of gait: speeds and angles of movements in large joints in three mutually perpendicular planes, axial movements, trajectories and amplitudes of movements of various segments of the body; moreover, the following can be additionally recorded: general gait parameters - length, step base, foot turn angle, walking speed, step frequency, gait straightness, lateral body movements, and accelerometric indicators - acceleration of body segments of at least one user when visiting a company, according to using the trained neural network to determine the functional state of the user, including, but not limited to, at a given point in time, and offer the user an advertising offer and / or an advertising product that best corresponds to this particular functional state, one that is most likely to be perceived by the user as positive, and / or his further consumer behavior is most likely to be expressed in agreement to use the proposed product or service, while the following is used to train the neural network: gait and / or kinema indicators are recorded movement tics of volunteers and simultaneously register indicators of their functional state, thus forming a database of identified patterns of mechanics and kinematics of movements in interrelation and correlation with various functional states of users, register indicators of the functional state of volunteers, simultaneously showing them video images of the interiors of the premises, in parallel registering oculomotor reactions , thus forming a database on the change in the functional state of the user in relation and correlation with oculomotor reactions obtained during the perception of images-stimuli of the interior of the premises, with the help of which correction factors are obtained, which are used to more accurately determine the functional state of users; 2. The method according to p. 1, characterized in that the registration of indicators of gait and / or kinematics of movements when the user enters the premises of the company is carried out by means of installed stationary video cameras; 3. The method according to p. 1, characterized in that it is used to increase the conversion of the offered goods and services of the company; 4. The method according to claims 1-3, characterized in that the company is a bank, the room is an operating and cash room or a bank hall, and the video images of the interiors of the premises specified in claim 1 are video images of the bank's interior; 5. The method according to paragraphs. 1-3, characterized in that the company is an enterprise that sells goods or services.