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 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 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 first of the key measurements that were evaluated were excitement (arousal). While driving, all participants reached the optimal arousal zone (mean 0.582) according to the H-Y-D curve, indicated by the sharp spike in blue. This means that they experienced the perfect level of excitement whilst driving the Q50 – not so high that they would lose control of their emotions or so low that they were disinterested. This is in stark contrast to the participants’ experience driving the racing simulator (mean 0.507), where it displays a much more spread out distribution. As seen in the graph below, there are moderate numbers of those with low and high arousal, but a very limited time near the optimal performance level.
Figure 2. Frequency distribution of Arousal (Excitement)
The post-driving data shows that the individuals were more relaxed, but still somewhat excited (mean 0.495). This is indicated by the green curve following a shape that roughly mirrors that of the driving curve, suggesting an ‘after-glow’ effect of the experience as they sat in the car after driving the Q50.
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.