Dec 11, 2015

Jaguar XE Biometrics - Ignite The Senses


Study type: PR Campaign

Partner details: Jaguar and Spark 44

Phase 1 - Research: 9th April – 13th May 2015

Phase 2 - Track Day: 12th – 13th August 2015

Biometrics: Facial Recognition, GSR and Heart Rate


To measure the emotional engagement of four key influencers, whilst driving the new Jaguar XE at a track day, and visual these emotions for an online video campaign. This was a two-phase study.


With the launch of the new Jaguar XE, the team behind it wanted to know what exactly our bodies and emotions go through whilst in a sports car?

Jaguar provided us with an XF, which we took to Nutts Corner Circuit in Northern Ireland. Nutts Corner is an official racetrack in Northern Ireland, used for International karting championships. We had exclusive use of the track allowing us to take the XF to its limits.

Combining our Insights app with an array of sensors, we wanted to determine what worked best for quality of data, comfort and reliability during a high-speed driving experience.

Each driver wore a GSR (Galvanic Skin Response) sensor, which measures the microscopic sweat level changes in your body. These changes are related to your Autonomic Nervous System, relevant to such emotions as fear and excitement. And to measure their heart rate, we used a chest Strap or the Mio Link, a wrist based sensor. We researched both types of capture to check the reliability of the data V the location on the body that the data is captured, for this kind of experience.

The key to understanding where emotional responses take place is context. The car was fitted with 3 GoPro cameras to provide this, one facing the road ahead, one on the driver face and one on the side window facing in to capture driver reactions

We also used the footage to analyse the driver facial responses. Our faces give an instant non-biased reaction, allowing us to delve deeper into the emotions of our respondents.

Each driver was lead to the starting grid, aiming to get the fastest lap time possible. After all drivers completed their laps, we could access the real-time data to get an understanding of what their bodies went through when driving.

The data presented findings that showed our bodies entering a 3-stage process:

1. The first stage being anticipation and expectation, as they line up to start the race.

2. Then we move to a focused zone where our mind and body responses are heightened, concentrating on acceleration and braking, keeping the car on the road.

3. Finally, we have a moment of exhilaration followed by becoming relaxed as the experience comes to an end with our GSR and Heart Rate moving slowly back to a resting state.

The facial recognition data provided some great insight into the instant moments of fear and excitement. We also found that for a large proportion of time on track that people were fairly neutral in their facial response as they were deep in concentration. When it came to running the full track day a decision to wear helmets meant that we were unable to process facial coding with accuracy, so we didn't use this kind of data in the final output

As part of the R&D phase we conceptualised a number of design outputs for presenting the 'excitement' data, from dashboard to video overlays.


The track day was held at Jaguar's private raceway in Warwickshire, and the key influencer drivers were:

  1. Natalie Pinkham – Pit lane reporter for Sky Sports F1
  2. Adnan Ebrahim – Founder of
  3. Spencer Hart – Technology editor at T3 Magazine
  4. Chris Spooner – YouTuber and graphic designer at Spoon Graphics.

We hooked up the wrist based GSR and Heart Rate sensors as we discovered they were the best in terms of data, reliability and comfort.

With our in-car cameras in position, we were ready to capture the emotional engagement of our drivers. The portability of our Insights app allowed us to perform this job on-site and in the car rather than simulating the experience in a test lab, gathering true responses in the natural driving environment.

Part of our role was to provide all data as visual overlays for the final promotional videos. Our visual department designed each element that would fit the Jaguar Branding.


Each driver had two laps as the driver of the car and two as a passenger, with a professional driver in control, and the biometric responses displayed some clear differences between each experience.

When they were drivers, we saw a similar 3-stage pattern from our research phase, but when they were the passengers, their emotional engagement increased rapidly with their heart rate jumping due to the excitement of thrust and acceleration.

These observations brought an extra layer of value and worth to the campaign, showcasing how biometrics can be visualised revealing how we truly emotional engage across different experiences.

Each driver was asked what they thought the biometric data would display as they took part in the experience:

– "