From June 2014 to November 2015 I was a Research Fellow on the ESRC-funded ‘Silver Shoppers’ project based at Winchester School of Art, University of Southampton. The project explored the grocery shopping practices of older consumers (65+) in the UK and China (you can read about my trip to China here). Next week, some of the key findings and design ideas are to be displayed in an exhibition as part of London Design Festival. The event runs from 22nd to 24th September at 22 Calvert Avenue London, and is free to enter.
As part of the project I conducted ethnographic research in three regions of the UK with 30 participants. Participants were asked to keep a diary for 6-weeks and complete weekly shopping inspection cards. In addition, myself and the team visited each participant 2-3 times for filmed observation (mobile ethnography) and interviews. Findings were presented to Sainsbury’s and are currently being written up for journal publications. The designs on display include innovative trolley concepts, smart shelves and interactive shopping assistants.