Could you control a rider’s experience based purely on their physiological data?

Experiment No.1 features 3 bankers, each with different attitudes to thrill seeking and risk taking (this work was created the last financial crisis). Members of the audience are invited to choose a banker who they have to “please, scare, and then excite” by controlling the intensity and combination of buck and spin of their ride. But there is a catch, as the operator isn’t allowed to see the rider…

Adaptive Ride Experiment No.1 has been compared to the Milgram Experiment on many occasions, which has left some clients feeling a little uncomfortable.