How do we measure the mind

Turning intuition into evidence.

Turning feelings into data.

The Purpose

Understanding the brain requires more than theory.

It requires tools.

To validate Porsche’s neural map, we need to measure what people actually feel.

Not what they say they feel.

iPhone 17 Pro, back exterior, forged aluminum unibody enclosure

The Mind has no Straight Lines

People don’t always know why they love a car.

But their brain does. Emotions happen before language. Sensation happens before logic. The body reacts before the mind explains. So we observe the brain directly.

The ToolKit

Four tools. One goal.

EEG
EEG shows us the moments that matter. During a test drive, EEG maps; emotional peaks, anticipation spikes, sensory pleasure, frustration or disconnect. Why it matters for EVs; we see exactly when the EV experience excites — and when it falls flat.
Eye tracking
Where the eyes go, the mind follows. Eye-tracking reveals; what grabs attention in Porsche EV ads, which details make people pause, where emotional interest drops, how sound cues shape visual focus. Why it matters; attention is a form of desire. If an EV can’t keep the gaze, it can’t keep the heart.
FMRI
Inside the brain, sound is emotional memory. fMRI lets us compare; the roar of a Porsche engine
vs the silence of an electric motor. We see which brain regions light up; auditory cortex, limbic emotional centers, reward pathways. This is the difference between hearing and feeling.
Phantom Sound
What if an EV could still sound like a Porsche? Recreate Porsche’s iconic harmonics. Inside the EV cabin using; low-frequency resonance, subtle engine-note simulations, emotional memory triggers. This is not “fake sound.”
It’s sensory continuity.