“In particular, a performance advantage of more than 100 ms (equivalent to 1.34 m – over four feet – for a car travelling at 30 mph) was observed in both the speeded discrimination task and the visual search task, when participants had to detect/search for the appearance of the Brainy Bike Lights® and traditional bike lights under conditions that were visually-demanding.”

“The performance advantage of the Brainy Bike Lights® over traditional bike lights was also observed in terms of fewer misses and fewer misidentification errors, (i.e. misidentifying the bike lights as non-bike lights) in the speeded discrimination task. These scenarios of failure to identify the presence of a cyclist could potentially be critical in real driving situations, especially when a cyclist appears in a location that a driver was not expecting (see Theeuwes & Hagenzieker, 1993), or in situations when drivers may be distracted by the performance of other concurrent attention-demanding tasks (see Boot, Brockmole & Simons, 2005).”

“In summary, the findings of the present study demonstrate the significant benefits of the Brainy Bike Lights® over traditional bike lights in the context of urban light clutter.”

Crossmodal Research Laboratory, Department of Experimental Psychology, University of Oxford