Launched under the banner of ‘UnleashYourPotential’ INFINITI Middle East in collaboration with Emotiv Inc. sought to demonstrate how the changes in brain activity when driving the powerful sports sedan can affect their enjoyment, excitement, engagement and focus.
The hypothesis for this study was that the driving experience of the Q50 Red Sport 400 resulted in optimal mental performance characteristics for the driver, and was superior to that of another generic driving experience (racing simulator), as measured through a range of brain metrics.
The data was evaluated against a scientifically validated behavioural performance model (Hebbian-Yerkes-Dodson [H.Y.D] model) to determine whether driving the Q50 Red Sport 400 elicited optimal levels of performance in these metrics.
Figure 1. Hebbian version of the Yerkes–Dodson law (H-Y-D) Image credit: https://commons.wikimedia.org/wiki/File:HebbianYerkesDodson.JPG
The level on engagement a drive experiences is obviously a crucial one, and as such proved to me an important metric. Engagement is a measure of immersion of the participant in the current moment. Low Engagement levels correspond to boredom. We observed that Engagement is high for both the drive (mean 0.759) and post-drive (mean 0.710) showing that the participants are very much immersed in the experience. This effect is not seen during the driving simulation (mean 0.607), with a much flatter distribution curve (Figure 2).
Figure 2. Frequency distribution of Engagement
The experimental data provides statistically significant differences which support the hypotheses for this study, that the driving experience of the Q50 Red Sport 400 resulted in optimal mental performance characteristics for the driver, and was superior to that of another generic driving experience, as measured through a range of brain metrics.
Through the data, INFINITI proved that the car captures the excitement engagement and focus of drivers while still allowing them to enjoy the ride.
In this innovative collaboration between INFINITI Middle East and Emotiv Inc., the real-time neural reactions of individuals as they got behind the wheel of the recently launched INFINITI Q50 Red Sport 400. All data gathered was analysed by the experts at Emotive Inc. to ensure a thorough and unbiased interpretation of the data.