Speaker: Dr Bernardo Figueiredo
Title: Co-designing strategies to mitigate perceived risks associated with technology use among older adults
Date: Thursday, 24 Oct 2024
Time: 12:00pm – 2:00pm
Venue: Building 21, PAP Moran, G058, Seminar Room
Mark Buschgens is the host of this visitor
Abstract: As the COVID-19 pandemic has highlighted, digital engagement is crucial for fostering social inclusion among older adults. The capacity to navigate risks and adopt information and communication technologies (ICT) is critical to their well-being. 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 the types of perceived risks associated with ICT use and to co-design strategies with end-users to reduce these risks and improve digital engagement. The project developed over four stages: explore, understand, map, and disseminate. The findings explain the perceived risks that most affect older adults and outline co-designed strategies that respond to their lived experiences with ICT—connecting practices with perceptions. The presentation should be useful for anyone interesting in learning more about creating project for the purpose of social impact. It should also appeal for interdisciplinary researchers working with codesign, ageing or the relationship between consumers and technology.
Bio: Bernardo is an Associate Professor in Marketing in the School of Economics, Finance and Marketing at RMIT University, Australia. Figueiredo's research interests focus on understanding how the globalisation of markets and cultures shapes consumption and marketing practices. His current research projects focus on value creation, collaborative networks, technology, ageing, transformative branding, and cosmopolitanism. Figueiredo has published in some of the top journals in his area including Journal of Consumer Research, Journal of Marketing, Journal of Retailing, and European Journal of Marketing, among others.