Post-Consumer Product/Service Business Idea

Today we met in our interdisciplinary groups once again, this time to discuss a potential service or product for a post-consumer. We began with a mind map. First we thought about electronic services such as an e-magazine or mobile phone application, which could be used by the post-consumer as a research tool. For example the e-magazine or app could provide information about where the local recycling points are, how to source local produce or top tips for healthy/green living. The post-consumer could also find out about relevant ethical or eco friendly events in their area. Next we discussed a craft package, which would include recycled/scrap fabrics and an instruction booklet, allowing the post consumer to transform the materials in to a range of items such as a soft toy, cushion, purse or key ring. Next we thought about a clothes recycling/transformation service, provision of allotments, a garden letting service, a gym which could be used to generate electricity, a local vegetable box/produce box delivery service and eventually we decided that we would establish an eco/craft café.

Ideas for the Eco/Craft Café:

The produce would be sourced locally

Fair trade and organic ingredients would be used where possible

Vegetarian options

Vegan options

Seasonal menu (reduced air miles of food-reduced carbon emissions)

Use renewable energy: Solar panels, wind turbines

Energy efficient light bulbs etc

Well-insulated building

Plant trees to offset carbon emissions

Carbon neutral if possible.

Free range chickens

Garden/allotment space

Recycling

Food waste-Compost heaps/feed to pigs.

Used tea bags can also be composted

Any packaging would be recycled

Building materials-straw/environmentally friendly alternatives

A room/area of the café would be used as a craft workshop

Knitting/crochet workshops

Make and mend events

Learn to sew

Dressmaking/Soft furnishing courses

Educational craft based classes for school children

Upcycling workshop

Target Market

Post-consumers

Young Professionals

Students

Research

T in the Park is a carbon neutral festival some of the methods used here could be implemented in an eco café. For more information please follow the following links:

http://www.perthshire.co.uk/index.asp?pg=382

http://www.tinthepark.com/content/default.asp?page=s9_4

Quirky Green Message Video from Green Thing

Meet Green Thing from Green Thing on Vimeo.

Green Thing is not-for-profit public service that encourages people to have a green lifestyle.

http://www.dothegreenthing.com/

Examples of current eco cafés

http://www.funkyteapot.co.uk/page.php?pageid=home

Students at Hereford College of Technology have an eco café made from straw (as was suggested by one of the members in the group- he is going to research this further)

http://news.bbc.co.uk/local/herefordandworcester/hi/people_and_places/newsid_9379000/9379975.stm

Perhaps outside catering/events and private functions could be catered for as is currently offered by The Fold a well-established eco café offering a range of services, which includes the Care Farm. The Care Farm not only supplies the café and restaurant but also produces plants to be sold and gives people an area to grow. Courses, workshops, events, festival and exhibitions also take place or are organized at The Fold.

http://www.thefold.org.uk/ecocafe/the-ecocafe

For the meeting next week, which i am unable to attend due to a course trip to Paris we will each research eco cafes and read a section of the business start up guide. I have been assigned chapters 16, 17 and 18 to read and summarize, i will then email my findings to the rest of the group.

Assignment 2: The Post Consumer

After carrying out some personal research on the topic we met up to discuss post-consumerism, this is the idea that some things have value, which is immeasurable in monetary terms. For example something, which helps others, or allows for quality family time has a value. This is because people have come to realize that happiness is not only about money and material items.

We began with a general discussion on the topic, talking about what we think post-consumerism is and what a post-consumer would be like in terms of age, appearance, personality etc. We created a mindmap, looking at areas such as products a post consumer might purchase, what their interests would be and who their celebrity icons might be. For example Russel Brand and Prince Charles have been determined as post-consumer celebrity icons. Prince Charles has spent time running the Prince’s Rainforest Fund and educating people about the reasons why we should try to live environmentally friendly lives. Natalie Portman can also be seen as a post-consumer as she is not only a vegan but also refuses to wear animal products. Another celebrity post-consumer is Harry Potter actress Emma Watson who collaborated with People Tree an ethical and environmentally friendly clothing company to create the current spring/summer collection.

Here is a basic outline of characteristics that we think might fit the profile of a post consumer:

Age: We think a post-consumer can range in age from late teens through to the elderly. Anyone aware of issues such as climate change, exploitation of the poor, child labour, animal cruelty, carbon emissions etc can make a conscious design to make a difference by altering their lifestyle.

Income: The income of a post-consumer could vary considerably but we think that most post-consumer are likely to be relatively wealthy/have a comfortable income. This is because with a relatively high income and the ability to buy any material item you desire, it will be easy to see that happiness is not solely dependant on income.

Communication:

Likely to be involved in protests/create petitions (perhaps against companies which cause significant environmental degradation for example)

May be involved in educating others-campaigns, schools, posters/leaflets/merchandise

Raise awareness of global issues relevant to a post-consumer

Shops/Companies:

Charity shops- Oxfam

People Tree- Ethical and Environmentally friendly

Style Junky- Women’s fashion. Social and ecologically conscious. Does not support disposable fashion.

Timberland- Earthkeeper range. Eco-conscious footwear.

Services:

Recycling schemes

Reduce, reuse, recycle

Conservation schemes

Volunteering

Forest Stewardship Council

Could be a member of WWF-tackle climate change, poverty etc

Travel:

Walk/bicycle/car share: reduce carbon emissions

Public transport

Eco holidays/Ecotourism

Responsible tourism

Support for local people/projects

Volunteering holidays

Carbon offsetting schemes-First Choice holidays

Rainforest protection scheme-First Choice holidays

Food:

Organic

Home grown

Allotments

Local produce- reduce air miles

Perhaps vegan/vegetarian

Fair trade: Ben and Jerry’s, Bananas, Green and Blacks etc

Sustainable

Clothing:

Recycled- Oxfam

Make do and mend- fixed, altered, personalized

Home made- crafts person. Knit, crochet.

Fair Trade

Organic Cotton

Biodegradable-Bamboo/ other natural fibres

Celebrity Icons:

Natalie Portman

Jack Johnson

Emma Watson

Prince Charles

Russel Brand

Below are some images of my group creating a mindmap and poster centered around post-consumerism and the profile of a post consumer.

Assignment 1 (Semester 2): Learning Styles.

During our group meeting today we discussed the outcome of the learning style surveys we each took. According to the online questionnaire I took I am a strong reflector, moderate activist and very low theorist and pragmatist. I think this is probably quite accurate, however I do feel there are points in each category that I could argue describe me.

As a reflector it think it is true to say that I don’t like acting as a leader I find this very challenging, I also dislike public speaking and doing things with no time to prepare. However I am not particularly fazed by deadlines as I feel I am quite an organized individual. I also don’t think I over analyze situations. I do fit the reflector role but I can relate more easily to the activists role. This is because I like to try new things, solve problems and welcome new opportunities. I like to work in a team on occasion but I also like to work alone as I sometimes feel group work can in fact irritate me when I feel the workload is unevenly shared or some people are not putting in significant effort. I think it is true to say I am not really a theorist or pragmatist. I don’t really tend to follow a set pattern or work in a step-by-step, structured manner. I also learn well through experimentation and trial and error rather than by being shown techniques or following models.

I correctly guessed the learning style of two people in my group, Sarah and Sophie who are both reflectors. Sophie in fact got the exact same result as I did on the learning style questionnaire, which is a probably a little unusual. I am sure that despite the same result we will each have a different personality and background and can therefore each contribute differently to the group. Two other members of the group are activists and another is a moderate reflector/pragmatist. The dominant mode of the team is reflector but i think the group is quite balanced despite there being no theorists. This is because Sarah who is a very strong reflector is also a strong theorist so our team is not too uneven and perhaps Sean may also be a theorist. He was unable to make the meeting today so we are yet to discover his learning style. As none of us are theorists we will have to ensure that we cover all aspects of the tasks logically whilst working as a group. We will have to be careful, rational and think through our actions, we will also need to make sure our decisions make sense.

Dissertation Proposal

Working title (max 25 words)

This should give an outline of your research topic. If appropriate use a title and a subtitle. You don’t have to be too specific at first and you don’t have to word it like a question - but you can if you want.

How can the textile industry be more sustainable?

Technology, Smart Materials and Bio-Couture.

Summary (max 250 words)

Here you should indicate what you already know about the topic. You should already have done some reading around it. Summarise this reading with regards to the research topic and describe the research area.

To some extent technology is responsible for the production methods currently used by the textile industry. Without technology many of the problems we are currently facing such as diminishing resources may be less apparent. This is because technology is a contributing factor, which has allowed for international shipping, mass production and unsustainable consumption. The development of technology increased production and allowed for greater consumption, which lead to an increase in environmental degradation, waste and energy consumption. However if used effectively technology can be used to reduce some of these global problems by improving the sustainability of the textile industry.

It is necessary to deal with the waste already accumulated, by reusing, recycling and upcycling. It is also crucial that the volume of waste produced in the future is reduced through the use of sustainable design and technology. In order to aid sustainable consumption it is important to investigate materials that biodegrade quickly or can be disposed of efficiently with little environmental impact.

I have already discovered interesting information in regards to current and developing technology, which aims to reduce or eliminate waste. For example designer Professor Helen Storey and chemist, Professor Tony Ryan, have created the first dissolvable dress. Creative Review also trialed dissolvable plastic packaging created in the UK by Cyberpac

Another method of producing environmentally friendly textiles is bio-couture which is a project being carried out by Suzanne Lee. She is experimenting with growing garments in a laboratory using bacterial cellulose.

Aims: Why are you doing this? (max 100 words)

These are a general statement on the intent or direction for the research – why are you doing this? Refer to theoretical aims and practical ones where relevant. For example: How might this improve your design practice? How does it contribute to the discourses within your discipline? Who else might benefit from your research? Is it aimed at an academic or a wider audience? What do you hope your research will achieve? State your aims concisely.

As a textile designer I need to be aware of the ways in which my practice can affect global concerns such as climate change and diminishing resources. I aim to improve my knowledge in regards to the possibilities and limitations of technology as a means to increase the sustainability of the textile design industry. It is likely that in the future more companies will embrace sustainable design, therefore it is important that I understand how technology can affect the sustainability of the textile industry. Designers, those wishing to establish a sustainable business and other students may benefit from my research.

Objectives: What will you produce? (max 100 words)

Objectives are the things you will produce in doing the dissertation, e.g. a review of the relevant literature, a collection and discussion of people’s experiences/opinions, an assessment of a debate or collection of work etc.

Like your aims, these will help your tutor (and you) assess your success. They may change over time but aims and objectives are useful to keep you focussed. Again be concise here – you may want to use bullet points.

· I will discuss why there is a need for designers to understand how technology can increase the sustainability of the textile design industry.

· I intend to evaluate current and developing technology that could provide sustainable textile alternatives (such as bio-couture, reactive materials and dissolvable fabrics).

· It will be necessary to look at the work of numerous designers, chemists and engineers such as Tony Ryan and Suzanne Lee.

· I will look at textiles, which incorporate technology that can be reused, those that will have a longer lifespan and textiles that are easy to recycle or biodegrade quickly.

Keywords (min 5 and max 10)

This should be a list of key terms that help us see if you are aware of where your research ‘sits’. For example, if you are writing on depictions of women in advertising your list might include ‘gender, feminism, representation, advertising, semiotics’. Keywords will help you when doing electronic searched for research materials.

Technology, Smart Materials, Sustainable, Textiles industry, Eco-tech, Bio couture, Environment, Durability, Consumption

Annotated Bibliography (min of 12 books, articles, websites)

Place here alphabetically a list of materials, which you intend to use for your dissertation. Format these according to the Harvard Method!

Please make sure you have critically assessed these as being appropriate for your topic and write a short paragraph for each one summarising the content and its relevance to your research area:

Antenna Science Museum, (n.d). Trash Fashion: designing out waste. [Online] Available at: http://antenna.sciencemuseum.org.uk/trashfashion/home/wearwithoutwaste/ [Accessed 30 November 2010].

The part of this website which is relevant to my research area is entitled “Trash Fashion: designing out waste”. It is split in to 3 sections, which look at aspects of sustainable fashion design. The first section discusses how dyes and finishes can be very damaging to the environment. This section also looks at the use of natural dyes, the technology necessary to limit water consumption and the development of sustainable alternatives to oil-based polyester. The second section looks at how technology can work with nature to make fabrics that biodegrade quickly and the third section looks at how technology can limit waste production.

Bio-Couture, 2007. Bio-Couture Fashion Research Project. [Online] Available at: http://www.biocouture.co.uk/ [Accessed 30 November 2010].

This website documents the work of Suzanne Lee and her bio-couture fashion research project. This source may not be of much use to me as most of the information is presented in photographs, slide shows and films with few descriptive annotations. However the site is visually very informative and would be a valuable source of imagery for my dissertation.

Black, S., 2008. Eco-chic The Fashion Paradox. London: Black Dog Publishing Limited.

This book discusses at length how and why the fashion industry has altered over recent years in relation to sustainable design. The contents of this book are both important and relevant to current designers such as myself, as “western consumers have come to realise complex ethical issues are hidden behind all of our fashion purchasing decisions” (Black, 2008) and are therefore more likely to take into consideration the impacts of their purchases. Numerous case studies are included which highlight companies and designers that have implemented change or been established as a result. These case studies could be of use to me as the companies and designers are ethically aware and focused on reducing the environmental impact of their work. However most of the companies and designers focus on sustainable materials and fair trade as oppose to the incorporation of modern technology. Pages 223 and 235 could provide valuable information. Page 223 discusses sustainable design and manufacturing processes as well as smart clothing and page 235 is about limiting the need for washing, drying and ironing clothes, which is energy consuming.

Creative Review, 2009. [Photograph] Available at: http://www.creativereview.co.uk/cr-blog/2009/october/crs-incredible-dissolving-bag. [Accessed 2 December 2010]

This is the reference for an image used above. The Creative Review website could however be a useful source of information whilst researching sustainable design and current technology.

Ecouterre, 2010. [Photograph] Available at: http://media.ecouterre.com/wp-content/uploads/2010/07/bio-couture-2.jpg. [Accessed 2 December 2010]

This is the reference for the photograph I used to illustrate bio-couture. The section of this website entitled Wearable Technology available at the following link http://www.ecouterre.com/category/wearable-technology could also be of use to me whilst carrying out research for my dissertation.

Hethorn, J., 2008. Sustainable Fashion Why now? New York: Fairchild Books.

The chapter of this book, which is likely to be of most use to me, is entitled “Environmental Impact of Textile Production” (Hethorn, 2008). The author discusses the negative affects the textile design industry has on the environment. The impact of using particular fibers as well as the impacts of washing, finishing, dyeing, drying and printing is explained. The conclusion states that “Designers and product developers need to be aware of environmental effects in the processing of textiles and should consider the impacts their decisions have on the environment” (Hethorn, 2008) which I completely agree with hence the reason for wanting to investigate the way in which technology can reduce the environmental impact of the textile design industry. Pages 348-355 are also useful to me as they discuss manufactured fibers such as those, which absorb moisture or resist oil absorption.

Hemmings, J., 2010. Recycle, keep, and grow: sustainable textile design in Britain. Surface Design Journal [e-journal] 34 (3), 10-15 Available through: Design and Applied Arts (CSA) [Accessed 24 November 2010].

This journal covers three designers and their approach to sustainable fashion. The first reuses waste we have already accumulated, the second looks at encouraging people to keep items for longer and the third looks at using materials that can be disposed of with little environmental impact.

Hemmings, J., 2008. Grown Fashion: Animal, Vegetable or Plastic? Textile [e-journal] 6 (3), 262-273 Available through: Web of Knowledge [Accessed 24 November 2010].

This journal covers 3 projects based on “grown fashion”, a concept that is new to me. The tissue culture project and art project victimless leather uses human and non-human cells to produce material. Bio couture is the second project discussed, the bio-couture project looks at growing fabric from bacterial cellulose obtained from plant cells. The wonderland project is also discussed which looks at creating dissolvable garments and plastics.

Information Inspiration, 2008. Product Inspiration-Textiles. [Online] (Updated August 2008) Available at: http://www.informationinspiration.org.uk/ [Accessed 30 November 2010].

The section of this website which will be most useful to me is the area which lists examples of eco-design textile items and companies such as Patagonia Fleeces which are made from recycled plastic bottles and ‘appearing-pattern wallpaper’. However the website is quite limited, I will probably find journals and books to be more valuable sources.

Just Means, 2010. Ethical Consumption Eco Wedding: Say “I Do”, to the Dissolvable Bridal Gown. [Online] Available at: http://www.justmeans.com/Eco-Wedding-Say-I-Do-Dissolvable-Bridal-Gown/22322.html [Accessed 2 December 2010].

This article discusses the work of students at Sheffield Hallam University who created wedding dresses that break into 5 re-usable parts in water. This is an interesting take on recycling and eliminating waste that I could link to the dissolvable dresses created by Tony Ryan and Helen Storey.

Klooster, T. Boeing, N. Davis, S. and Seeger, A., 2009. Smart Surfaces and their Application in Architecture and Design. Translated from German by Y. Grūnding. Berlin: Birkhäuser Verlag

This book looks at luminescent wallpaper, curtains which generate electricity, self-cleaning windows and numerous other smart surfaces, some of which are examples of sustainable textiles and could therefore be useful to me when carrying out research to establish how the textile industry can be more sustainable. The chapters, which are likely to aid my research, are entitled “energy”, “light” and “climate”.

Lee, S., 2005. Fashioning the Future. London: Thames & Hudson Ltd

This book looks at many perhaps revolutionary textile items, which incorporate modern technology such as spray on fabric, suits that can be grown and self-cleaning shirts. Despite being published 5 years ago I feel I can learn a lot from this book.

Not Just a Label, 2010. Bio-Couture: Imagine Growing Your Clothes. [Online] Available at: http://www.notjustalabel.com/articles/bio_couture [Accessed 29 November 2010].

This source discusses 3 interesting and unusual approaches to creating sustainable textiles. First the article discusses the work of Suzanne Lee and in particular her bio-couture project, which began in 2006 but is yet to be resolved. Lee aims to create sustainable, environmentally friendly textiles from bacterial cellulose. A collaborative design and bio-engineering project is also discussed. The project is entitled bio-jewellery; the idea is to create jewellery from engineered bone tissue. The final project discussed is the work of Helen Story and Tony Ryan who have created dresses which gradually dissolve in water.

Sauer, C., 2010. Made Of… New Materials Sourcebook for Architecture and Design. Berlin: Gestalten

This book looks at sustainable, new and efficient materials for architecture and design purposes. This book in my opinion focuses rather heavily on architecture however some aspects could be of benefit to my research. For example the chapter powered surfaces looks at technology such as solar power, fluorescent materials and responsive materials some of which are incorporated in to textiles.

Taieb, A. Msahli, S. Sakli, F., 2009. Design of Illuminating Textile Curtain using Solar Energy. The design journal [e-journal] 12 (2), 195-216 Available through: Design and Applied Arts (CSA) [Accessed 24 November 2010].

This journal discusses how conscientious textile design can improve lives and have a positive impact on the environment. The information explains how careful consideration is needed when making design choices and incorporating technology. In order to achieve the most sustainable outcome, the technology, materials etc used have to be sustainable. The journal as a whole provides me with an insight into how the future of the textile industry can be more sustainable. There are three key areas of this journal, which are likely to be useful to me they are the chapters entitled:

The Importance of Ecodesign and Sustainability

Ecodesign in the Textile Sector

Design of Illuminating Textile Using Solar Energy

Wonderland, 2005. Wonderland. [Online] (Updated 18 September 2008) Available at: http://www.wonderland-sheffield.co.uk/index.html [Accessed 30 November 2010].

This website discusses dresses which have been developed by Tony Ryan and Helen Storey to dissolve in water and therefore combat the problem of excessive waste production. Dissolving plastic bottles are also discussed in this website. After use the bottles can be dissolved in hot water to form a gel, the gel can then be used to grow seeds. This is an interesting concept which looks to eliminate the unsustainable plastic bottle we are currently familiar with.

McQuaid, M., 2005. Extreme Textiles. London: Thames & Hudson.

The chapter of this book which is perhaps most relevant to my research is entitled “Smarter-Textiles from Novel Means of Innovation”. This chapter looks at collaborative work carried out by artists, designers, historians, scientists and engineers who create innovative textiles, which incorporate technology. An electronic tablecloth, a fabric light switch and a jacket with a built in MP3 player are some of the items discussed in this book. Not all of the inventions discussed will be sustainable and will so not be relevant to my research but some aspects of this chapter may be useful. Another factor I need to consider is that this book was published 5 years ago and therefore is likely to be quite dated.

Assignment 5B

The research methods I have recently learned could be applied in numerous situations. For example I could use the methods to enable me to create a body of work tailored to the guidelines of a textile design brief. For a recent brief entitled ‘Ugly Beautiful’ I took inspiration from ‘ugly’ architecture such as tower blocks and derelict buildings in Dundee, which I combined with ‘beautiful’ floral images largely inspired by the Botanic Gardens in Edinburgh. The inspiration, development and final outcomes of this project are likely to have been different had the research I carried out for the ‘Ugly Beautiful’ brief been executed using a variety of research techniques.

To begin with, literature is often a valuable source of information, but for a brief such as this literature is unlikely to be a useful starting point, as the perception of ugly and beautiful is determined by personal opinion. Instead the best approach would be to ask a small group of people to mind map ugly and beautiful. Ideally the group would be made up of people for whom the outcome is intended, fashion conscious women aged 18-25 for example. This would quickly generate a large amount of ideas derived from a broad spectrum of influences. After creating the mind map, a discussion amongst the group could help to establish what people agree is ugly and what is beautiful. I would investigate further what the majority of people agree is ugly or beautiful, perhaps through source drawing. This method would therefore provide me with a good starting point.

Another or additional way in which to source inspiration for the project would be to ask everyone in the group to photograph 5 things they find ugly and 5 things they find beautiful. This is again likely to create a whole range of ideas and directions that I could investigate further. Although this approach would be more time consuming than creating a mind map it would be more visually stimulating. After this I could show the images provided by the group to a second group of people one image at a time and ask them to comment briefly on what they are shown. I would observe their facial expressions to see if they find the image ugly or beautiful. This could then be followed up with a semi-structured interview to see if the observations were correct.

Another approach to investigating whether the photographs are representational of something ugly or beautiful would be for me to carry out an experiment similar to a theory discussed by Roland Barthes in an article entitled ‘Rhetoric of the Image’ (Barthes, 1986). A set of 3 of the ‘beautiful’ photographs (selected at random) would be given to 5 people. Each person would be asked to describe the 3 images using only one word. If the word beautiful, pretty or similar was given it would be reasonable to suggest that these images do represent ‘beautiful’ and so the images would be a useful starting point for my research. However if the same or similar words were not given by each person this could be due to polysemy. A person’s background, age, interests and occupation for example can affect their interpretation of something so an image can trigger different thoughts within different people. Therefore the individual or target audience for which the outcome is aimed at would be ideal to help me source the inspiration for the brief.

Once I have areas to research and develop further the library or Internet is likely to be the best source of information. I would look at the work of artists and designers who have been inspired by a similar subject area to discover how the subject has previously been approached. In particular I would look at their style of working, the colour palette and fabrics they used as well as the outcomes produced. This would allow me to make well-informed decisions when developing my work.

Next I would ask the client to provide me with images of their home and some photographs of themselves from the past few years. These images would give me an insight in to my client’s background, interests and hobbies for example. I may be able to tell if my client likes bold or intricate patterns, modern or traditional design and pastel or bright colours. A colour palette could potentially be determined from the interior decor within the client’s home or by the colours they wear. Other factors, which may be important to the client, are also likely to be discovered. However The Johari Window is a diagram, which explains that it is only possible to obtain some information about any given person, you can never know everything about them. (Duen Hsi Yen, 1986). It is also impossible for anyone to know absolutely everything about himself or herself. From analyzing a persons photographs it is likely that I would discover information about the ‘open self’ and possibly about ‘the blind self’ of the client but I wouldn’t know about their ‘hidden self’ unless they chose to tell me, then it would become their ‘open self’. No one will ever know about his or her ‘unknown self’.

After analyzing some photographs it would be best for me to follow this up with a semi-structured interview in order to check the assumptions I made and to find out as much information as possible about my client. As a designer I need to know what my client wants, because in the UK most people consume when they want or desire things. In third world countries, people have to consume, as they need clothes, food and other basic necessities where as people in the UK are fortunate enough to fall somewhere between the ‘want’ and ‘desire’ to consume. Guy Julier discusses this in ‘The Culture of Design’.

In conclusion it would be useful and relatively easy for me to apply many of the research methods I have learned this semester to a textile design brief. The outcome for this brief would have had more thought and research behind it had these methods been applied and I feel this would have added value and interest to my work. Because of this I intend to incorporate these methods into my work in the future. In my opinion these methods will be very important to me as a designer, in numerous situations where research is required. I have built on my existing skills and acquired new skills this year, which have lead me to realize how versatile design students can be and the range of opportunities available to me as a result of this.

Word Count: 1099

Bibliography

Barthes, R (1986) The responsibility of forms: critical essays on music, art and representation. Oxford: Blackwell.

Duen Hsi Yen (1999) Johari Window Available:http://www.noogenesis.com/game_theory/johari/johari_window.html (30.03.2010)

Guy, J (2007) The culture of design 2^nd Edition London: Sage

Assignment 5A

After reading ‘The Tipping Point’ I decided to further investigate crime and particularly identity theft, a problem faced by many (Gladwell, 2000). Identity theft can perhaps be tackled with an increased understanding of the issue. To do this I began by reading relevant literature to improve my understanding of the subject, however I only looked at books and journals. In order to further develop my research it would not only be important to gather information from written resources but it is also essential for me to collect primary data from individuals who may be concerned or have been directly affected by identity theft.

I have looked at books and journals and found them informative and factual, however literature can soon become outdated and sometimes incorrect. Therefore the value and relevance of the material may depend upon when it was written. It was necessary to assess whether the information is opinion based or factual and also if it is biased. In order to further my research I would use the Internet for locating current articles, however it would be crucial for me to carefully select the sources. I would consider the reliability of the information, whether it is well researched and the author and publisher. It is also imperative to check when the website was updated. Magazines and newspaper articles could also be a valuable resource. The authors of these articles will be easily identifiable, therefore making it easer to assess the validity of the source, which can be difficult when using online information. A magazine or newspaper is also more up to date than a book.

A current article discusses how purposefully leaving a home insecure, and so making it an easy target for thieves has reduced burglaries (White, 2010). Valuable equipment inside the home is tagged so once a burglary occurs the thief is traced and charged. In order to find out if similar methods could be applied to reduce identity theft I would use a structured interview to obtain information from a member of the police, as gathering personal and background information is unnecessary in this situation. I would first carry out a pilot interview to ensure the questions I planned to ask would provide me with useful responses and I would obtain written consent from those who I wished to interview. I would use this technique for similar formal interviews, to interview manufacturers of biometric devices and bank managers for example. I would hope to gain information about the use, cost and availability of biometric technology and whether it could be used in banks to reduce identity theft. A simple questionnaire could also be used to quickly gain accurate answers.

I would use semi-structured interviews rather than structured interviews when questioning members of the public and victims of identity theft. To do this I would determine a short set of questions prior to the interview then follow up the answers given with further questioning. I would use open questions, to encourage the interviewee to talk freely even if the information they provide is off on a tangent from the initial question as this is likely to provide me with background information, which may be useful when reviewing the findings. Semi-structured interviews also tend to be more relaxed, which helps to unearth personal, background information. Structured interviews are unlikely to provide this information. As a designer it is beneficial for me to be aware of a persons background, tastes and opinions, as without knowing someone’s ‘story’ it is difficult to design effectively for them. The questioning would help me to determine how concerned people are by identity theft and what affect it could or does have on them. I would also hope to discover what lengths people go to in order to prevent themselves from becoming a victim of identity theft. As well as this the interviews would help me to obtain opinions on certain methods of biometric authentication.

Another research method, which can be useful, is observational research. Observing a persons behavior, posture and language for example can be very informative. However, this method can only be applied in situations where observation can be carried out discretely and safely. It is an inappropriate method to use for investigating identity theft. It would be difficult to observe identity theft as it commonly takes place online and observing cash points for example would be an invasion of privacy and very inappropriate. Therefore observational research in this circumstance would be avoided. Similarly research methods such as those discussed in the ‘Rhetoric of the Image’ by Roland Barthes would not be used, as they are only useful when addressing a communication design problem (Barthes, 1986).

A cultural probe is a research method developed by Bill Gaver, which would be used instead of observational research (Katharina, 2007). This technique would involve issuing a cultural probe pack to volunteers, who would be as varied as possible, because anyone can be affected by identity theft (Dix, 2004). The pack would help to obtain the thoughts and feelings of individuals towards crime and identity theft. The pack would contain a diary, pens, stickers, a camera and map of the area the volunteers live in. The diary would be used to record the crimes that the individual is worried could affect them and the places or incidents that make them worried about identity theft or crime. The stickers would be used to mark places on the map where the volunteer feels unsafe or concerned about crime. The pack should be used over a few weeks before being returned. Although time consuming to collect, a cultural probe is favored over observational research if the desired results are for an insight into society’s thoughts and feelings rather than to discover how people behave.

In conclusion, there are numerous research methods available although observational research is not a suitable technique in this situation and methods used to address a communication design problem are also irrelevant. The use of literature would be very valuable but sources should always be carefully considered. Cultural probes would also be useful in helping me to gain an insight in to people’s feelings towards identity theft, however this can be expensive and time consuming. Similarly interviews could be particularly useful in answering specific questions, however the type of interview used would be carefully considered in order to ensure I obtained the necessary information. By using these techniques I would have a greater understanding of identity theft and an improved knowledge of people’s thoughts, feelings and opinions in relation to identity theft. This would hopefully lead to possible ways in which to reduce the problem.

Word Count: 1099

Bibliography

Barthes, R. (1986) The responsibility of forms : critical essays on music, art and representation. Oxford: Blackwell.

Dix, A (2004) Cultural Probes-Methods to study new environments. Available: http://www.hcibook.com/e3/casestudy/cultural-probes/ (30.03.2010)

Gladwell, M (2000) The Tipping Point London: Abacus

Katharina (2007) Interview with Bill Gaver. Available: http://www.designresearchnetwork.org/drn/content/interview-bill-gaver (30.03.2010)

White, M (2010) House Traps: The Open Invitation To A Thief. Available http://news.sky.com/skynews/Home/UK-News/House-Traps-For-Burglars-Used-To-Snare-Criminals-By-Police/Article/201003415582887?lid=ARTICLE_15582887_HouseTrapsForBurglarsUsedToSnareCriminalsByPolice&lpos=searchresults (30.03.2010)