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
Focus was the second metric that was evaluated in the study. Focus is a measure of the proportion of time the brain is spending on any specific task. Driving is a multi-tasking experience and the expectancy was to see a mid-range reading for Focus during optimal driving as many parallel tasks need to be accomplished to keep the vehicle travelling safely on the desired route. While driving the Q50 Red Sport 400, Focus is sharply centred on the middle of the curve (mean 0.467), showing a high proportion of participants with an optimal level of focus during the drive (Figure 2).
This was quite an interesting finding as the thrill of driving the car with all its new features, does not interfere with their ability to focus. This is definitely a positive result for those concerned about whether the new features may be too distracting, because it shows that the drivers were consistently focused. In contrast, the driving simulation experience is spread out with an inconsistent experience (mean 0.504), demonstrating mixed periods of intense focus and very low concentration.
Figure 2. Frequency distribution of focus
After the drive, the results show that Focus levels drop slightly but still remain ‘in the zone’ (mean 0.412). At this point it is likely that they are experiencing a heightened level of awareness, perhaps taking in their surroundings and appreciating the details in the interior of the car.
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.