A computer-implemented method for monitoring one or more response variables in response to a media segment using brain wave frequency data includes displaying a media segment to a user. The media segment includes one or more embedded flags to flag one or more positions of the media segment. The method further includes acquiring brain wave frequency data of the user, acquiring amplitude data of the acquired brain wave frequency data in one or more frequency bands; and determining one or more response variables in response to the acquired amplitude data of the acquired brain wave frequency data correlating to flagged positions of the media segment.
Methods and systems for determining, monitoring, and analyzing personalized response variables using brain wave frequency data and interactive multimedia display