Boston, MA — 08/24/2015 — iMotions, a global leader in Biometric Research Solutions, powered the MythBusters in Saturday’s episode about Dangerous Driving. A popular topic on the popular Discovery Channel show is to look at dangerous driving habits people have formed over the years. With the rise in cell phone use in vehicles and the advent of hands-free technologies, many questions linger on whether it’s safer to be talking on the phone or if a hands-free device assists drivers in paying more attention.
To tackle the question of what method might be best for vehicle operators, the MythBusters setup an advanced driving simulator with eye tracking glasses and other physiological sensors. This simulator, housed at Stanford, was configured to put participants through a driving task with a number of events requiring a reaction from the driver. Furthermore, drivers were equipped with a set of non-intrusive eyetracking glasses to accurately gauge their attention on the environment simulated around them. The feedback from this physiological data and the events from the simulator were automatically combined using the iMotions software throughout the duration of the experiment.
The experiment was successfully carried out with interesting results on a question that has been posed by many cell phone users and policy makers alike. The MythBusters found that both conditions showed drivers having problems driving regardless of the method at which they were using to talk on the phone.
“We see a huge interest from car manufacturers who wants to test everything from human reactions when something unexpected happens to how to keep drivers awake in the world of self driving cars. With the MytBusters project, we proved once again how our leading edge technology can help this industry with insights not previously accessible. We are excited to see this get applied in the real world soon” says Peter Hartzbech, founder and CEO, iMotions.
iMotions has also provided details about the results of the experiment as well as an analysis of eye tracking data that was collected during the study: http://imotionsglobal.com/mythbusters-dangerous-driving/
The iMotions platform can measure more than just data from eye tracking glasses – it can also live visualize and synchronize information from EEG, facial expression analysis, GSR, ECG, EMG, surveys, and more. Combined with an advanced technology like a driving simulator, this creates an excellent environment to quantify the unquantifiable.
iMotions is an eye tracking and biometric sensor software platform company originally founded in 2005, headquartered in Copenhagen, Denmark with a US office in downtown Boston, Massachusetts, USA. iMotions develops and markets iMotions Biometric Research Platform, which is the most comprehensive, easy to use and scalable bio sensor and eye tracking software platform available in the market today. The platform is designed with and for Market Research companies, Universities, Usability Labs and Gaming companies, and Neuromarketers. iMotions has clients in 40 countries and many major Brands, Corporations and Universities use iMotions software such as Harvard University, Yale University, P&G and Nestle.