MOS Community Research Seminar – Ageing Research at Newcastle University Business School and Beyond
Title: Ageing Research at Newcastle University Business School and Beyond
Date: 6th June 2023
Time: 11:00-15:00
Location: NUBS.2.03
Guest Speaker: Dr Bernardo Figueiredo, Associate Professor (Marketing), RMIT University, Australia
The event links with an initiative to explore whether there is a significant research theme on ageing within NUBS and opportunities for collaboration.
You can attend all or part of the event, depending upon your interests/availability.
The agenda is as follows:
11am to 12:30pm Dr Bernardo Figueiredo, Associate Professor in Marketing, RMIT University, Australia, will present his paper ‘Codesigning Strategies to Reducing Perceived risks to technology use among Older Adults’, with time for questions and discussion.
12:30-1:30pm Lunch provided to attendees
1.30pm-3pm Facilitated discussions about our research interests related to ageing at Newcastle.
If you would like to attend the event please complete this short form: https://forms.office.com/e/nnbbXC6phk
Bernardo Figueiredo is an Associate Professor in Marketing at RMIT University, Australia. Figueiredo has published in some of the top journals in the Marketing field including Journal of Consumer Research, Journal of Marketing, and the Journal of Retailing. He is the founder and Director of the Shaping Connections program, which is a partnership of RMIT University and U3A (www.shapingeconnections.org). Bernardo is also a member of the Consumer Wellbeing Research Group and Pathways for Healthy Ageing. As a marketer and consumer researcher with a focus on consumer culture, collaborative networks, value cocreation and codesign, he is interested in new approaches to understanding the role of technology in the ageing and wellbeing of older adults, especially when it involves new forms of collaboration among older people, businesses, policy makers, and academics. Some of his current concerns include the role of social connectors in technology adoption and use in later life, how older consumers orchestrate their digital health services and devices and translational practices for research on ageing and technology.
Abstract:
As the COVID-19 pandemic has highlighted, digital engagement is crucial for fostering social inclusion for older adults, with the capacity to navigate risks and take up information and communication technologies (ICT) critical to their wellbeing. However, perceived risks are one of the main reasons many older adults do not engage with ICT and the digital economy. The aim of this research was to explore and quantify the types of perceived risks associated with ICT and the influence on ICT use and engagement in the digital economy and to co-design strategies with end users to reduce perceived risk and improve digital engagement. The mixed-method project has developed over four stages. The initial ‘exploring and understanding phases’ focused on examining risk perceptions amongst older people, analysing findings from a survey, and investigating lived experiences through exploratory interviews. The following two phases – co-design and dissemination saw the research team collaborate through workshops with several local groups to create strategies and tools that help inform the practices of older adults and reduce their perceptions of ICT risk. The findings explain the perceived risks that affect older adults the most and outlines co-designed strategies that respond to their lived experiences of ICT – connecting practices with perceptions. Codesigning strategies with participants helped to empower participants, provide autonomy for their learning experiences, and improve their engagement with ICT.