As customer expectations rise, automotive seat comfort is becoming an increasingly important design goal. This paper explores the application of two objective measurables to the design of automotive seats. These measurables are EMG (electromyograph) data and seat pressure distribution data. An attempt is made to correlate these measurables with subjective comfort. An experiment is designed to collect the required analytical and subjective data. This data is then analyzed statistically to discover any correlations that may exist. The resulting correlations found in the statistical analysis are not large enough to be the basis for seat design, but indicates that with further work seat comfort may be measured objectively. The results of this research will lead the direction for further work.