1. A method, comprising: obtaining first neuro-response data from a first frequency band of brain activity measured in a first hemisphere of a brain of a first subject exposed to a second subject having a consumer experience and second neuro-response data from a second frequency band of brain activity measured in a second hemisphere of the brain, the first frequency band and the second frequency band occurring at a same period in time, and the consumer experience having a plurality of components; identifying, using a processor, a first asymmetry based on the first neuro-response data and the second neuro-response data for a first of the plurality of components, the first asymmetry identified by: comparing a first amplitude of the first frequency band and a second amplitude of the second frequency band to determine a first difference between the first amplitude of the first frequency band and the second amplitude of the second frequency band; and assigning a first value to the first asymmetry based on the first difference between the first amplitude of the first frequency band and the second amplitude of the second frequency band; identifying, a second asymmetry based on the first neuro-response data and the second neuro-response data for a second of the plurality of components, the second asymmetry identified by: comparing a third amplitude of the first frequency band and a fourth of the second frequency band amplitude to determine a second difference between the third amplitude of the first frequency band and the fourth amplitude of the second frequency band; and assigning a second value to the second asymmetry based on the second difference between the third amplitude of the first frequency band and the fourth amplitude of the second frequency band; and assessing a first effectiveness of the first component based on the first value of the first asymmetry and a second effectiveness of the second component based on the second value of the second asymmetry.