1. A system comprising: a synchronizer to: time shift first neuro-response data gathered from an audience member exposed to media a first amount to align the first neuro-response data with second neuro-response data simultaneously gathered from the audience member to form aligned data, the first neuro-response data representing a first response to a first sensory component of the media and the second neuro-response data representing a second response to a second sensory component of the media, the first sensory component of the media to be observed by a first sense of the audience member and the second sensory component to be observed by a second sense of the audience member different from the first sense; and time shift the second neuro-response data a second amount, the first amount different from the second amount, the first amount based on a first cognitive delay of a brain of the audience member associated with the first neuro-response data and the second amount based on a second cognitive delay of the brain of the audience member associated with the second neuro-response data; and an analyzer to: determine an effectiveness of the media based on the aligned data; and output the effectiveness for presentation via display device.