Corvette Stingray invited a professional driver and 5 people to take part in the world's first reverse test drive of its 2014 model. The Stingray tested the people. They strapped people into biometric monitoring systems which measured their responses.
Everything from heart rate, electrocardiography, and respiration was measured. (Although presumably they didn't measure the nervousness that comes from sticker shock registered from realizing the car starts at $51,000.)
They also measured the performance of the vehicle. From velocity, track position, engine speed, and G-Force and more. Because, you know...at the end of the day you're buying a car.