You’d have read several test drive reports mentioning how ‘engaging’ a certain car is to drive. If you’ve previously dismissed such reviews as subjective opinion that can never be quantified, here’s news about how you can verify those claims. Infiniti Middle East has launched a new study that seeks to “identify and measure the level of human excitement” when driving a car. For this particular study, the Japanese brand is using its recently launched Infiniti Q50 Red Sport 400.

In the study that will be done in collaboration with specialist firm Emotiv Inc., Infiniti will let customers around the Middle East drive the Q50 Red Sport 400 wearing special ‘Insight’ headsets designed by Emotiv. These headsets will apparently measure their mental performance indicators and even sub-conscious responses and represent the driving experience in numbers. The five-channel, wireless headset that uses five EEG sensors and two reference sensors, records the wearer’s brainwaves and translates them into meaningful and easily understandable data.

“With new turbocharged engines and a range of enhanced technologies, the new Infiniti Q50 Red Sport 400 delivers a truly empowering drive,” says Juergen Schmitz, managing director, Infiniti Middle East. “It delivers an experience that provokes powerful emotions, passion and excitement, enabling its driver to really push their limits. Through our collaboration with Emotiv Inc., we are now focusing on translating what this emotion, power and excitement really means through a unique and innovative study that will allow us to quantitatively test how the Q50 Red Sport 400 helps our drivers to 'Unleash their potential,'” he adds.

Customers in the UAE seeking to participate in the experiment should contact their nearest Infiniti showroom and register their interest. The programme will be held over the next four weeks, and the results of the study will be revealed at a regional event soon, says Infiniti.