Case Study: Hyundai boosts emotional well-being with UNIT9's Experiment N

Hyundai boosts positive emotions 28% with UNIT9

Hyundai sought to explore whether an exhilarating driving experience could counteract the negative effects of Seasonal Affective Disorder (SAD). To investigate this, they partnered with the production and innovation studio UNIT9 to conduct a unique neuroscience experiment.

UNIT9 designed and executed a study in Norway, measuring the emotional responses of participants with SAD as they drove a Hyundai IONIQ 5 N on an ice track. The vendor used biosensors and a bespoke questionnaire to gather data, which was analyzed using their proprietary "Depth of Joy" metric. UNIT9 also produced a film to document the project. The results showed 75% of participants reported a positive emotional response, with an average 28% increase in positive emotions, successfully demonstrating the potential impact of the driving experience.

Hyundai