Ford has revealed that it is using both brain scans and eye tracking as part of its research into the design of its next-generation automotive interiors. Ford unveiled the new techniques in a live webcast from the US.
Although Ford personnel did not give any hints as to what cars would use this technology as part of their development, both the next-generation Ford Focus and Ford Mondeo family models will currently be under development.
The research methods start with eye tracking, which follows the direction of a person’s eye movements over time. This helps Ford’s designers and researchers work out what parts of a design are noticed first.
The eye tracking information can also be used to see what percentage of people are fixated on a particular area for a significant amount of time. This should show Ford’s designers which areas of a new proposal get the most visual attention and which areas are ignored.
Finally, brain scanning is used to track the "activation and inhibition of brain systems" when looking at an interior proposal. Ford thinks that by establishing which areas of the brain ‘light up' it will be possible to divine the "degree of emotional attraction versus repulsion".