Driving the info highway

Neuroscience-Inspired Design: From Academic Neuromarketing to Commercially Relevant Research

Companies and organizations the world over wish to understand, predict, and ultimately change the behavior of those whom they interact with, advise, or else provide services for: be it the accident-prone driver out on the roads, the shopper bombarded by a myriad of alternative products on the supermarket shelf, or the growing proportion of the population who are clinically obese. The hope is that by understanding more about the mind, using recent advances in neuroscience, more effective interventions can be designed. But just what insights can a neuroscience-inspired approach offer over-and-above more traditional, not to mention contemporary, behavioral methods? This article focuses on three key areas: neuroergonomics, neuromarketing, and neurogastronomy. The utility of the neuroscience-inspired approach is illustrated with a number of concrete real-world examples. Practical challenges with commercial neuromarketing research, including the cost, timing, ethics/legality and access to scanners (in certain countries), and the limited ecological validity of the situations in which people are typically tested are also discussed. This commentary highlights a number of the key challenges associated with translating academic neuroscience research into commercial neuromarketing applications.

Tactile warning signals for in-vehicle systems

The last few years have seen growing interest in the design of tactile warning signals to direct driver attention to potentially dangerous road situations (e.g. an impending crash) so that they can initiate an avoidance maneuver in a timely manner. In this review, we highlight the potential uses of such warning signals for future collision warning systems and compare them with more traditional visual and auditory warnings. Basic tactile warning signals are capable of promoting driver alertness, which has been demonstrated to be beneficial for forward collision avoidance (when compared to a no warning baseline condition). However, beyond their basic alerting function, directional tactile warning signals are now increasingly being utilized to shift the attention of the driver toward locations of interest, and thus to further facilitate their speeded responses to potential collision events. Currently, many researchers are focusing their efforts on the development of meaningful (iconic) tactile warning signals. For instance, dynamic tactile warnings (varying in their intensity and/or location) can potentially be used to convey meaningful information to drivers. Finally, we highlight the future research that will be needed in order to explore how to present multiple directional warnings using dynamic tactile cues, thus forming an integrated collision avoidance system for future in-vehicle use.

Tactile and Multisensory Spatial Warning Signals for Drivers

The last few years have seen many exciting developments in the area of tactile and multisensory interface design. One of the most rapidly-moving practical application areas for these findings is in the development of warning signals and information displays for drivers. For instance, tactile displays can be used to awaken sleepy drivers, to capture the attention of distracted drivers, and even to present more complex information to drivers who may be visually-overloaded. This review highlights the most important potential costs and benefits associated with the use of tactile and multisensory information displays in a vehicular setting. Multisensory displays that are based on the latest cognitive neuroscience research findings can capture driver attention significantly more effective than their unimodal (i.e., tactile) counterparts. Multisensory displays can also be used to transmit information more efficiently, as well as to reduce driver workload. Finally, we highlight the key research questions currently awaiting further research, including questions such as: Are tactile warning signals really intuitive? Are there certain regions of the body (or in the space surrounding the body) where tactile/multisensory warning signals are particularly effective? To what extent is the spatial coincidence and temporal synchrony of the individual sensory signals critical to determining the effectiveness of multisensory displays? And, finally, how does the issue of compliance vs. reliance (or the 'cry wolf' phenomenon associated with the presentation of signals that are perceived as false alarms) influence the effectiveness of tactile and/or multisensory warning signals?

Examining cognitive interference and adaptive safety behaviours in tactical vehicle control

Concurrent mental workload degrades some aspects of driving performance, but drivers might be able to modify their behaviour adaptively to accommodate cognitive impairments. For example, they might maintain longer vehicle headway in dual-task conditions to compensate for slowed response times. Studies documenting such adaptive behaviours typically use steady-state driving scenarios such as car following. Yet, driving often involves tactical control situations in which drivers need to monitor multiple aspects of their traffic environment and to accommodate changing goals. In two simulator experiments, this study examined the impact of mental workload on safety margins (distances) that drivers keep when engaged in a tactical control task: passing other vehicles. Although drivers did increase their headway adaptively when engaged in steady-state car following (experiment 2), they did not adapt their behaviour to accommodate cognitive load when performing tactical control manoeuvres. Implications of this difference between steady-state and tactical control driving contexts, both for driving research and for driving safety, are discussed.

Assessing the effectiveness of "intuitive" vibrotactile warning signals in preventing front-to-rear-end collisions in a driving simulator

This study was designed to investigate the possibility that driver responses to potential front-to-rear-end collision situations could be facilitated by implementing vibrotactile warning signals that indicate the likely direction of the potential collision. In a car following scenario in a driving simulator, participants drove along a rural road while trying to maintain a safe headway distance to the lead car using a visual distance display. Participants had to respond as quickly as possible to the sudden deceleration of the lead car which had its brake lights disabled, either with or without vibrotactile cues (presented in different experimental blocks). The results demonstrated significantly faster braking responses and larger safety margins when the vibrotactile warning signal was presented than when it was not. These findings demonstrate the effectiveness of vibrotactile cues in helping drivers to orient their spatial attention in the appropriate direction. Our results add to a growing body of empirical evidence highlighting the potential benefits of using "intuitive" vibrotactile in-car displays, in this case, to alert drivers to potential collisions and to provide time-critical directional information.

Modeling drivers' visual attention allocation while interacting with in-vehicle technologies

In 2 experiments, the authors examined how characteristics of a simulated traffic environment and in-vehicle tasks impact driver performance and visual scanning and the extent to which a computational model of visual attention (SEEV model) could predict scanning behavior. In Experiment 1, the authors manipulated task-relevant information bandwidth and task priority. In Experiment 2, the authors examined task bandwidth and complexity, while introducing infrequent traffic hazards. Overall, task priority had a significant impact on scanning; however, the impact of increasing bandwidth was varied, depending on whether the relevant task was supported by focal (e.g., in-vehicle tasks; increased scanning) or ambient vision (e.g., lane keeping; no increase in scanning). The computational model accounted for approximately 95% of the variance in scanning across both experiments.

Driving and side task performance: the effects of display clutter, separation, and modality

In-vehicle technologies (IVTs) create additional tasks for the driver. To the extent that these devices degrade driving performance, there will be safety concerns. This study examines the effects of display clutter from overlay, display separation, and modality on driving and IVT task performance. In a fixed-base simulator, 22 drivers drove different routes and responded to infrequent, unexpected road hazards while engaging in a phone number task presented by different displays. Visual displays were located on a head-up (overlaid on the visual horizon or adjacently, just above the vehicle hood) or head-down display (HDD) located near the midconsole. Alternatively, digits were presented auditorily. In general, there were no differences in performance for the adjacent and overlay displays; however, there were costs associated with the HDD and auditory display for some measures. In particular, responses to hazard events were slowed when drivers used the HDD. Overall, the adjacent display best supported performance on all relevant tasks. Potential applications of this research include the design of IVTs with respect to location and modality.