THE COMMERCIALISATION OF

ASSISTED LIVING PRODUCTS

2012-2013
FINAL YEAR PROJECT
TEAM 22

AHMET SEYTAN JELENA FOMISKINA MENGDI WANG

MONG I CHAN TAE YOUNG SHIN YUE YUE ZHANG
 Acknowledgements
This project has been an inspiring and
stimulating experience, providing the team
with the opportunity to develop a thorough
understanding of the market of assisted living
products and how appropriate marketing
strategies can make a difference. This
project would not have been possible without
the support of various people and we would
like to take this opportunity to acknowledge
their invaluable contributions.

Firstly, our special thanks go to our sponsor,

the Bath Institute for Medical Engineering
and the Bath Centre for Pain Research, as
well as their associates, in particular Prof.
Chris Eccleston, who gave us valuable
insights into the dynamics of current assisted
living industry. Great support also came from
Dr. Nigel Harris and Lisa Austin, who
coordinated meetings and provided us
access to relevant research.

Our special thanks also go to our project

advisor, Chris Archer-Brown, whose
guidance and research experience proved
precious throughout the course of the
project. We would also like to thank other
academic staff at the University of Bath,
including Prof. Yiannis Gabriel, Prof. Avi
Shankar, Raghav Sharda and Jason Leake,
for their contributions to various academic
fields as well as practical issues of our
research.

A final word of appreciation is to all of the

people who participated in our research data
collections, particularly to those who
participated in our interviews and focus
groups.

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 Executive Summary
The increasing elderly population in the UK
has accelerated the need for healthcare
services; meanwhile, the government
policies are leading to reduction of
healthcare budget. Assistive technology is
provided as an economical solution to meet
the healthcare needs of elderly population,
but the market is undervalued by consumers
so that the manufactures are not able to
easily exploit these products commercially.
The purpose of this study is to examine
elderly consumers’ perceptions of assistive
technology, and suggest possible stimuli to
use in marketing.

The study uses a grounded theory strategy

to the methodology, drawing on netnography,
content analysis, interviews and focus
groups. Our findings suggested that elderly
consumers have negative perceptions of
assistive technology, and defined variables
that could help to encourage a more positive
view, eventually leading to actual use of the
products. The results can contribute to the
understanding of the elderly’s consumer
behaviour and assistive technology market.
We also delivered practical
recommendations on marketing strategy that
the producers of assistive technology can
use to commercialise their products.
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 Table of Contents

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1. Introduction ..................................................................................................... 12
1.1 Sponsor....................................................................................................... 14
1.2 Project Commission .................................................................................... 14
1.3 Research Objectives and Research Question ............................................ 15
1.4 Report Structure and Project Process ........................................................ 17
2. Context ............................................................................................................. 19
2.1 Elderly Population ....................................................................................... 21
2.2 Social Impact of Aging Population .............................................................. 22
2.3 Assistive Technology .................................................................................. 22
2.3.1 Benefits ............................................................................................. 23
2.3.2 Barriers ............................................................................................. 23
2.4 Assistive Technology Market and Elderly ................................................... 24
2.4.1 General Technology and the Elderly ................................................ 24
2.4.2 The Market ....................................................................................... 24
2.5 Conclusion .................................................................................................. 25
3. Literature Review ............................................................................................. 26
3.1 Introduction ................................................................................................. 28
3.2 Consumer Perception ................................................................................. 29
3.3 Technology Adoption and Family Decision-Making .................................... 30
3.3.1 The Concept of Technology Adoption .............................................. 30
3.3.2 Innovation-Decision Process ............................................................ 32
3.3.3 Information Sources ......................................................................... 36
3.3.4 Family Decision-Making ................................................................... 37
3.3.5 Motivation to Adopt Technology ....................................................... 39
3.4 Consumer Identity and Social Interactions ................................................. 39
3.4.1 Self-Concept and Self-Identity Construal ......................................... 40
3.4.2 Possible Selves and Undesired Self ................................................. 41
3.4.3 Labelling, Stigma and Self-Presentational Concerns ....................... 43
3.4.4 Reference Group Theory .................................................................. 45
3.5 Consumer Involvement ............................................................................... 46
3.5.1 The Concept of Consumer Involvement ........................................... 47
3.5.2 Measuring Involvement: Consumer Involvement Profile .................. 48
3.6 Emotional Persuasion Strategy: An Elaboration Likelihood Model
Perspective ................................................................................................. 52

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 3.7 Conclusion .................................................................................................. 54
4. Methodology .................................................................................................... 56
4.1 Research Philosophy and Approach........................................................... 58
4.2 Research Strategy: Grounded Theory ........................................................ 58
4.2.1 Qualitative Research Design ............................................................ 58
4.2.2 Grounded Theory ............................................................................. 59
4.3 Data Collection Methods ............................................................................. 60
4.3.1 Secondary Data ................................................................................ 60
4.3.2 Primary Data ..................................................................................... 60
4.3.2.1 Unobtrusive Methods: Netnography and Merchant
Website Content Analysis ................................................... 60
4.3.2.2 Interviews ............................................................................ 62
4.3.2.3 Focus Groups ...................................................................... 63
4.4 Data Analysis .............................................................................................. 65
4.5 Sampling ..................................................................................................... 67
4.6 Ethics .......................................................................................................... 67
4.7 Conclusion .................................................................................................. 68
5. Netnography and Content Analysis ............................................................... 69
5.1 Introduction ................................................................................................. 71
5.2 Netnography and Content Analysis Procedure ........................................... 71
5.2.1 Netnography Procedure ................................................................... 71
5.2.2 Content Analysis Procedure ............................................................. 71
5.3 Results from Netnography Analysis ............................................................ 72
5.3.1 Concerns About Assistive Technology ............................................. 72
5.3.2 Elderly and Technology .................................................................... 73
5.3.3 Benefits and Drawbacks of Assistive Technology ............................ 74
5.3.4 Perception of Elderly from Elderly’s Perspective .............................. 75
5.3.5 Self-Identification of Elderly .............................................................. 75
5.4 Results from Content Analysis .................................................................... 76
5.4.1 Defined Benefits of Assistive Technology ........................................ 76
5.4.2 Details of Messages used by Suppliers ............................................ 77
5.4.3 Target Audiences ............................................................................. 78
5.5 Limitations ................................................................................................... 79
5.6 Conclusion .................................................................................................. 79

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6. Interviews ......................................................................................................... 81
6.1 Introduction ................................................................................................. 83
6.2 Interview Procedure .................................................................................... 83
6.3 Results ........................................................................................................ 87
6.3.1 Technology Adoption ........................................................................ 87
6.3.1.1 Themes from Elderly Respondents ..................................... 87
6.3.1.2 Patterns and Discussions for Elderly Respondents ............ 90
6.3.1.3 Themes from Middle Age Respondents .............................. 92
6.3.1.4 Patterns and Discussions for Middle-age Respondents ...... 94
6.3.2 Family Decision Making .................................................................... 95
6.3.2.1 Themes from Elderly Respondents on General
Technology Buying Process ................................................ 95
6.3.2.2 Themes from Elderly Respondents on Assistive
Technology Buying Process ................................................ 97
6.3.2.3 Themes from Middle-aged Respondents on Assistive
Technology Buying Process ................................................ 98
6.3.2.4 Patterns and Discussions .................................................... 99
6.3.3 Consumer Involvement ..................................................................... 99
6.3.3.1 Themes of Elderly Group .................................................. 100
6.3.3.1.1 Product Importance Perception ........................... 100
6.3.3.1.2 Consumer Perceived Risks ................................. 101
6.3.3.1.3 Perceived Sign Value of the Product................... 102
6.3.3.1.4 Hedonic Value of the Product.............................. 103
6.3.3.2 Themes of Middle Age Group ........................................... 104
6.3.3.2.1 Product Importance Perception ........................... 104
6.3.3.2.2 Consumer Perceived Risks ................................. 105
6.3.3.2.3 Perceived Sign Value of the Product................... 106
6.3.3.2.4 Hedonic Value of the Product.............................. 107
6.3.3.3 Patterns and Discussions .................................................. 107
6.3.4 Consumer Identity and Social Interactions ..................................... 111
6.3.4.1 Themes of Male Respondents Group ............................... 111
6.3.4.2 Themes of Female Respondents Group ........................... 113
6.3.4.3 Patterns and Discussions for Male Respondents Group ... 114

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 6.3.4.4 Patterns and Discussions for Female Respondents
Group ................................................................................ 116
6.4 Limitations ................................................................................................. 118
6.5 Conclusion ................................................................................................ 118
7. Focus Groups ................................................................................................ 120
7.1 Introduction ............................................................................................... 122
7.2 Focus Groups Procedure .......................................................................... 122
7.3 Results ...................................................................................................... 125
7.3.1 Attitude to New Technology ............................................................ 125
7.3.2 Awareness of Assistive Technology ............................................... 126
7.3.3 Perception to Assistive Technology ................................................ 127
7.3.4 Social Stigma of Assistive Technology ........................................... 127
7.3.5 Reasons to Accept or Reject Assistive Technology ....................... 128
7.3.6 Category Name .............................................................................. 129
7.3.7 Advertisement ................................................................................. 130
7.3.8 Information Sources ....................................................................... 131
7.3.9 Family Decision Making .................................................................. 132
7.3.10 Other Recommendations on the Strategy ...................................... 132
7.3.11 Patterns and Discussions ............................................................... 133
7.4 Limitations ................................................................................................. 134
7.5 Conclusion ................................................................................................ 134
8. Discussions & Limitations ............................................................................ 136
8.1 Introduction ............................................................................................... 138
8.2 External Variables ..................................................................................... 139
8.2.1 The Role of Perceived Product Relevance ..................................... 139
8.2.2 The Role of Product Usefulness ..................................................... 139
8.2.3 The Role of Product Complexity ..................................................... 140
8.2.4 The Role of Self-Image/Product-Image Congruence ..................... 141
8.2.5 The Role of Social Impression ........................................................ 142
8.2.6 The Role of Social Normative Roles ............................................... 143
8.2.7 The Role of Information Sources .................................................... 143
8.2.8 The Role of Family Influence .......................................................... 144
8.2.9 The Role of Consumer Involvement Level ..................................... 145
8.3 Limitations ................................................................................................. 146

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 8.4 Conclusion ................................................................................................ 146
9. Implications .................................................................................................... 147
9.1 Theoretical Implications and Suggestions for Future Research ............... 149
9.2 Practical Implications ................................................................................ 150
9.3 Recommendations .................................................................................... 151
9.3.1 Changing Product Category Name for Marketing Communication . 152
9.3.2 Implementing Emotionally Competent Advertisement .................... 152
9.3.3 Identifying Appropriate Information Sources for Different Target
Groups ............................................................................................ 153
10. Conclusion ..................................................................................................... 154
11. References ..................................................................................................... 156
12. Appendices .................................................................................................... 175

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List of Figures

Introduction
Figure 1.1 Research Aims......................................................................................... 16
Figure 1.2 Research Process.................................................................................... 18

Context
Figure 2.1 Proportions of the Elderly in the UK from 2011-2051 .............................. 21
Figure 2.2 Private vs. Local Authority Expenditure on Assistive Living
Products in 2008 (Market and Business Development, 2009) .................................. 25

Literature Review
Figure 3.1 Literature Review Structural Map............................................................. 28
Figure 3.2 Theories reviewed in Technology Adoption and Family-Decision
Making ....................................................................................................................... 30
Figure 3.3 Characteristics in Persuasion Stage in Technology Adoption ................. 34
Figure 3.4 Information Sources in Technology Adoption .......................................... 37
Figure 3.5 Theories reviewed in Consumer Identity and Social Interactions ............ 40
Figure 3.6 Theories reviewed in Consumer Behaviour ............................................. 47
Figure 3.7 Facets of Involvement in Consumer Framework ..................................... 49

Methodology
Figure 4.1 Main Principles of Grounded Theory (Glaser, 1992) .............................. 59
Figure 4.2 Research Design ..................................................................................... 65

Individual Interviews
Figure 6.1 Low Consumer Involvement in the Purchase of Assisted Living
Products ................................................................................................................. 108
Figure 6.2 Consumer Perceived Risk in the purchase of Assisted Living
Products .................................................................................................................. 109
Figure 6.3 Relationships of Emotional Appeals and Product Sign Value of
Assisted Living Products ......................................................................................... 110
Figure 6.4 Relationships of Labels and Symbolic Implications of Assisted
Living Products........................................................................................................ 114
Figure 6.5 Factors that cause Self-Presentational Concerns.................................. 115
Figure 6.6 Effect of Negative Stigma arose from the Use of Products ................... 116
Figure 6.7 Effect of Negative Labels occurred from the Use of Products ............... 117

Focus Group
Figure 7.1 Sample Names for Assistive Technology ............................................. 123

Discussion and Limitations

Figure 8.1 External Variables that influence Elderly Consumers’ Perception
and Behavioural Intention ...................................................................................... 138

Implications
Figure 10.1 Assistive Technology (AT) Model ........................................................ 149
Figure 10.2 Recommendations for Our Sponsor and Other Practitioners .............. 151

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List of Tables

Introduction
Table 1.1 Project Objectives ..................................................................................... 15

Context
Table 2.1 Available Technology Products in Different Segments ............................. 23

Methodology
Table 4.1 Interview Drawbacks and Mediation Techniques Planned........................ 63
Table 4.2 Focus Group Drawbacks and Mediation Techniques Planned ................. 64
Table 4.3 Data Analysis Process (Glaser 1978; 1992; Miles and Huberman,
1994) ........................................................................................................................ 66

Netnography and Content Analysis

Table 5.1 Concerns about Assistive Technology ...................................................... 72
Table 5.2 Elderly responds in Technology Adoption ................................................. 73
Table 5.3 Benefits and Drawbacks of Assistive Technology..................................... 74
Table 5.4 Responds on elderly’s perception from elderly’s perspective ................... 75
Table 5.5 Self-Identification of Elderly....................................................................... 75
Table 5.6 Defined benefits of Assistive Technology ................................................. 76
Table 5.7 Details of Messages used by Suppliers .................................................... 77
Table 5.8 Slogans used in Assistive Technology ...................................................... 78
Table 5.9 Responds from Target Audience .............................................................. 78

Individual Interviews
Table 6.1 Interview Guide ......................................................................................... 84
Table 6.2 Themes from Elderly Respondents .......................................................... 87
Table 6.3 Themes from Middle-aged Respondents .................................................. 92
Table 6.4 Themes from Elderly Respondents on General Technology Buying
Process .................................................................................................................... 95
Table 6.5 Themes from Elderly Respondents on Assistive Technology Buying
Process .................................................................................................................... 97
Table 6.6 Themes from Middle-aged Respondents on Assistive Technology
Buying Process ........................................................................................................ 98
Table 6.7 Themes of Elderly Group ........................................................................ 100
Table 6.8 Themes of Middle-aged Group ............................................................... 104
Table 6.9 Themes of Male Respondents Group ..................................................... 111
Table 6.10 Themes of Female Respondents Group ............................................... 113

Focus Group
Table 7.1 Variables of the Advertisements ............................................................. 124
Table 7.2 Themes from Focus Group Respondents ............................................... 125

Implications
Table 10.1 Hypothesis of the Model........................................................................ 150

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Appendices

1. Netnography........................................................................................................ 177
2. Content Analysis ................................................................................................. 182
3. Interviews ............................................................................................................ 189
4. Focus Groups ...................................................................................................... 334
5. Financial Statement ............................................................................................ 387
6. Meeting Log ........................................................................................................ 388
7. Final Proposal ..................................................................................................... 390
8. Interim Report ..................................................................................................... 395

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 Chapter One

Introduction

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Chapter
Overview

In this chapter we introduce the

project sponsor and the

purpose of our research.

Furthermore, we present a

rationale and scope of our

study, state the aims and

research question, and provide

an overview of the report and

project structure.

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1.1 Sponsor

Our project is commissioned jointly by two institutions: the Bath Institute of Medical

Engineering (BIME) and the Bath Centre for Pain Research. BIME is a non-for-profit,

independent establishment, created with an aim to provide design solutions for

people with various medical conditions. It is funded by charitable grants and

donations, and is managed by the University of Bath. The Bath Centre for Pain

Research is a part of the University of Bath; it focuses on research and innovation in

the field of pain perception and management. The Centre of Pain Research and

BIME collaborate together, as well as with other university departments and special

interest groups, to create innovative assisted living products for a wide range of

people in need.

1.2 Project Commission

As the UK’s population is rapidly aging, an increasing number of people find

themselves in need of constant care and assistance in their daily living. Being under

constant supervision of others has significant negative financial consequences to

both individuals and the society, as move-in carers or care homes are very

expensive. The loss of independence also leads to constraints on individual lifestyles,

limited privacy, and can potentially have a detrimental effect on the emotional well-

being of individuals.

Assistive technology, or assisted living products, is an umbrella term for all tools that

allow people with restrictions to perform daily tasks effectively and securely,

enhancing their autonomy (Cowan and Turner, 1999; Cortes et al., 2003). Assistive

technology can replace the need of assistance from people, allowing the elderly to

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have a more active lifestyle, restore their dignity, and live in the comfort and privacy

of their homes for longer. It also considerably reduces the cost of individual

healthcare, creating a more sustainable model for social spending.

Currently, however, there is a gap between designing a solution for a specific health

need and the solution’s widespread adoption (Cooksey, 2006). The ambition of our

sponsor is to bridge this gap by finding partnerships for commercialisation and cost-

effective, large-scale production of their current and future assisted living products.

With this ambition in mind, we held thorough discussions with the sponsor and

realised that one of the main obstacles to the successful commercialisation of

assistive products is the lack of understanding of the market potential. In order to

advise our client on how to translate a need into a use of products, we decided to

explore potential barriers connected to adoption of assisted living technology and, if

they exist, propose strategies to overcome those barriers.

1.3 Research Objectives and Research Question

Our project involves two main external stakeholders: the University of Bath School of

Management and the project sponsor. Therefore, our research objectives include

providing an academic contribution to the existing body of literature and developing

recommendations useful for practitioners, as shown on the Table 1.1.

External Stakeholders
School of Management Project Sponsor
Produce academically rigorous research Provide practical suggestions for managers
paper, extending current literature in the industry
Table 1.1 Project Objectives

This project is set within strict limits of time, budget and human resources. Due to our

desire to deliver valuable, relevant and reliable findings, we focus our study on

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specific issues. In order to extend the academic discussion in the field of consumer

behaviour, and to provide practitioners with guidance on marketing strategies in lieu

of our findings, we aim to explore the consumers’ perception of assistive technology.

Although most assistive products are designed for any age group, we narrow the

potential consumers to people aged 65 years and older, for convenience calling them

the elderly or seniors throughout the report, as this group is a strategic target

audience for our sponsor, and is not extensively researched within the consumer

behaviour studies.

1 Determine buyers’ perception of the assisted living products

Discover factors that affect the perception of the assisted living

2 products

Uncover strategies that can change the perception of the assisted living
3 products

Figure 1.1 Research Aims

Given our general project aims, scope and a thorough academic literature review, we

pursue three research objectives, as shown in the Figure 1.1.

These objectives shaped our research question, which came to be:

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The answers to this question will extend the academic discussion on the topic of

seniors’ consumer behaviour and provide recommendations to practicing managers

about what marketing strategies can potentially increase the use of assistive

products by the elderly. The findings will help to promote widespread adoption of the

assistive technology, contributing to the public interest.

1.4 Report Structure and Project Process

As we have introduced our aims and the research question, the next chapter

describes the context of our research, followed by the literature review. Then, we

justify the methodology used to support this research and describe the procedures

and findings. Next, we provide discussion and limitations of our findings, followed by

theoretical and practical implications of our research. Lastly, we conclude our report.

The research process that underpins our study is illustrated on the next page.

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 Research Question

Context

Develop Methodology Method

Literature Review

Primary Research

Netnography & Content Analysis

Comparative Analysis
" #

Individual Interviews

Focus Groups

Discussion & Limitations

Implications

Theoretical Implications & Practical Implications

Conclusion

Figure 1.2 Research Process !

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 Chapter Two

Context

! 20!
Chapter
Overview

This chapter describes the

current state of assistive

technology market and identify

the practical gap for our

research.

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2.1 Elderly Population

As more people live longer, the distribution of the UK’s population is shifting towards

older ages. The scale and intensity of UK elderly population is reported from

numbers of reports and studies.

In the last 10 years, the life expectancy for new born baby increased by 3 years, and

more than a third of the babies born today will live beyond the age of 100 (Office for

National statistic 2012). As the baby boom generation is hitting 65 from 2010, there

will be three million people over 85 and 15 million over 65 by 2030. In 2010, there

was 12,000 people aged 100 or over in the UK, and the number is projected to rise to

280,000 by 2050 (Women's Royal Voluntary Service, 2011).

Consequently, the proportion of seniors in the society is growing: in 2011, 18% of

people in the UK were over 65, and this figure is expected to increase to 28% by

2051 (Office of Health Economics, 2011).

2011 2031 2051

Age 65/ Age 65/

over Age 65/
over over
18%
23% 28%

Age Age Age

0-64 0-64 0-64
82% 77% 72%

Figure 2.1 Proportions of the Elderly in the UK from 2011-2051

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2.2 Social Impact of Aging Population

Ageing is naturally associated with long-term conditions (LTC), like mobility and

memory deficiencies, the conditions that cannot be cured but can be managed

through medication and/or therapy (Department of health, 2010). Currently, NHS

spends 70% of the overall budget on treating LTCs (2020health.org, 2010). By 2030,

the life expectancy is projected to increase by 4.2 years, but healthy life will increase

by only 2.6 years; raising the cost of social care by 44% (Ofcom, 2010).

With rapid increase in needs and decrease in NHS funds available, the social care as

it stands today is not sustainable in the long run (Caley and Sidhu, 2011).

Assistive technology can provide a remedy. The biggest global government-

supported assistive technology project, ‘The Whole System Demonstrator’, shows

that assistive technology can help elderly people or those with chronic LTC maintain

their independence and ability to stay in their own homes; thus significantly

decreasing costs by replacing communal help (European Technology Assessment

Network Expert Working Group, 1998).

2.3 Assistive Technology

Assistive technology can be identified in three different segments; telecare

(behaviour monitoring) tools, smart house technology and telehealth tools (Blaschke

et al., 2009). Below table summarises number of currently available technology

products, which is growing constantly (HIT&BIME, 2011).

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 Tele-Care
(Aid with a remote monitoring
components and/or aids for activities of Tele-Health
daily life and lifestyle monitoring) (Monitoring and Therapeutic Aids) Smart House Technology
Pendant Alarms Blood Pressure Monitor
Fall Monitors Heart Rate Monitor Automatic Taps
Environmental Hazard Detectors Pulseoxymeter Automatic Lights
Electrical Usage Detectors Insulin Pump Temperature Control
Voice Prompts as Reminders Activity Pacer Automatic Sound Control
Fast PIR Movement Detectors Pendant Camera Home Security Alarm
Door Usage Sensors Virtual Reality Rehab Devices Smart Electricity Meters
Occupancy Monitors Automatic Pill Dispenser

Table 2.1 Available Technology Products in Different Segments

Future products are actively researched and developed by numbers of private and

academic organisations. A significant movement is the development of Virtual Reality

Rehab devices that monitor and track individuals’ daily workout, medication intake

and other things, which are saved under system connected to medical experts.

2.3.1 Benefits

Apart from decreasing costs to the public, assistive technology also provides massive

benefits to consumers. The elderly prefer assistive technology to carers; because of

its personalised features and the sense of control it provides (Directorate-General for

Research and Innovation, 1999). Human dignity is another argument for technology

adoption: the elderly could avoid feeling degraded while requesting assistance in

private matters, like taking a bath or going to toilet. Notably, it also provides a price

advantage in comparison to hiring a personal carer.

2.3.2 Barriers

Seniors misunderstand the products and their purpose, thinking the new technology

is costly and complex to use (Eastman and Iyer, 2004). They avoid using the

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products because they consider them as dehumanising (Astell, 2006), and feel

obtrusive or invasive of privacy (Zwijen et al, 2011).

2.4 Assistive Technology Market and Elderly

2.4.1 General Technology and the Elderly

Despite common misconception, research shows that if the general technology

meets seniors’ needs, they will adopt technology as much as other age groups do

(Venkatech et al., 2003). For example, over 55s amount for 20% of overall UK iPad

purchasers (Stroud, 2011), similarly to those aged 35-44 and 45-54. Also, the interest

in technology among elderlies is growing; a survey showed only 22% of retired

Britons were confidently using Internet back in 2003, while by 2011 the number went

up dramatically to 37% (Oxford Internet Institute, 2011).

2.4.2 The Market

Assistive technology supply market was largely dominated by the NHS; but the

market structure is changing. The government’s ‘Guide to Integrating Community

Equipment Services’ served as a catalyst for integration of assistive technology

provision between the private services and the NHS, aiming to provide a constant

alike service to users.

Although the current most significant distributor is still the NHS (Key Note, 2009),

their budget is unsustainable. As the overall size of assistive technology market is

growing, the role of the private sector is becoming greater.

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 244,000,000 GBP for Private

170,000,000 GBP for Local Authority

Figure 2.2 Private vs. Local Authority Expenditure on Assistive Living Products in

2008 (Market and Business Development, 2009)

2.5 Conclusion

Considering the UK population is aging, assistive technology is a cost efficient and

respective way to support elderly people. However, despite of the great need and

promising future of the assistive technology market, it is still being under-valued by

consumers, which is the practical gap that we have identified in this chapter.

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 Chapter Three

Literature Review

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Chapter
Overview

In this chapter, we review the

literature in surrounding areas

of our research and identify a

theoretical gap.

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3.1 Introduction

In order to place our research in an appropriate theoretical context, to identity current

trends and gaps within literature and to discover the answer and practical solutions

based on our research question, this chapter reviews prior research surrounding

areas relevant to our study. Our research question concerns elderly people and their

family’s perceptions of assisted living products, and how different stimuli can be

employed to change these perceptions. First of all, consumer perception in general is

discussed. Then two specific areas including consumer behaviours and marketing

practices are reviewed. In our study, consumer behaviour is split into three sections

1) Technology Adoption and Family Decision Making 2) Consumer identity and social

interactions 3) Consumer involvement. Marketing practices include the review of

emotional persuasion theories, which will provide us a theoretical framework that

directs our primary strategy design as well as conclusions.

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3.2 Consumer Perception

Perception is the process in ‘which information acquired from the environment via the

sense organs is transformed into experiences of objects, events, sounds, tastes,

touch, etc’ (Roth and Frisby, 1986). It is closely linked to our sensations (Rookes and

Willson, 2000) and is regarded as a process that involves both recognition and

interpretation of stimuli that trigger the sensory receptors (Rookes and Willson, 2000;

Hoyer and Maclnnis, 2008). The sensory receptors generate senses: vision, hearing,

taste, smell and touch, which lead to the occurrence of perception (Hoyer and

Maclnnis, 2008). Parallel to the description of perception above, Foxall, Goldsmith

and Brown (1998) indicated that in Gestalt psychology the perception of a stimulus

depends on the context and the way an individual reacts depends largely on his or

her general world-view.

Perception is one of the primary psychological influences that determine consumer

behaviours. It explains how consumers select, organise and interpret stimuli and

information (Noel, 2009; Lake, 2009). In simple terms, it is a path to communicate to

consumers (Kardes, Cronley and Cline, 2011). Historical literature suggested that

consumers tend to form a unified impression or concept based on perceived stimulus

to help memory and recall (reference needed). That is, consumers have a need for

organised perceptions to form a complete picture (Hoyer and Maclnnis, 2008). In

addition, based on consumer’s previous experience and motives, they are

subconsciously selective as to what they perceive and their interpretation of

marketing stimuli may not follow marketer’s desired direction (Schiffman and Kanuk,

2007). Therefore, in order to allow businesses communicate their messages

accurately and effectively, identifying the right cues and signals that help consumers

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create a comprehensive product perception is important (Lamb, Hair and McDaniel,

2008). Additionally, one of the important goals is to ensure ultimate market spend,

which can be achieved by exploring an appropriate of interpreting stimuli in their

marketing communication practices (Kardes, Cronley and Cline, 2011).

3.3 Technology Adoption and Family Decision-Making

Having reviewed consumer perception theories, we are going to discuss consumers’

technology adoption behaviours and their family decision-making patterns in the

following section. Theories that we are focusing on are summarised in the figure

below.

The Concept Innovation- Information Family Motivation to

of Technology Decision Sources Decision- Adopt
Adoption Process Making Technology

Figure 3.2 Theories reviewed in Technology Adoption and Family-Decision Making

3.3.1 The Concept of Technology Adoption

Nearly every aspect of people’s working and living has been affected by new

technological innovations in recent years. As a result, many research projects and

studies have focused on the factors that would affect the acceptance, speed and

depth of technology adoption on an individual level, such as culture difference

(Straub, Keil and Brenner, 1997), education level (Lleras-Muney and Lichtenberg,

2002), gender and ethno-racial difference (Rintala, 2002), and so forth. Apart from

above the factors, Agarwal and Prasad (1999) suggested that individuals who have

greater exposure to technology in general and those who have prior experiences with

similar technologies are likely to have positive attitudes when adopting new

technologies.

! 31!
The study of Morris and Venkatesh (2000) has indicated the importance of age

differences in affecting technology adoption. They discovered that the older

generation has more problems in dealing with new technological innovation in

comparison with the younger generation (Oppenauer, 2009; Ellis and Allaire, 1990).

To elderly people, technological innovation is a complex issue that involves different

factors such as education, socioeconomic status, attitude towards technology,

access of technology and the cost (Oppenauer, 2009). However, in contrast with

these findings, Giuliani, Scopelliti and Fornara (2005) argued that elderly people only

reject or abandon technological devices when the products appear to be unrealistic

or in conflict with their major goal of actions. Similarly, Kuo (2012) also claimed that

retired elderly people, who have more time to condition their body and live a

comfortable life, may still be interested in searching and learning new technologies,

but within limited ranges.

Assistive Technology, which is related to an individual’s health, safety and

independent lifestyle, may generate a different perception in comparison with

technology in general to old people, such as computers and digital cameras. Giuliani,

Scopelliti and Fornara (2005) conducted a research project with 123 elderly people to

explore the difference. The result showed that the elderly people usually do not view

technological devices as a solution of their health and safety problems. In addition, in

Wylde’ s (1998) study, he presented that the elderly people have higher willingness

to accept and adopt to their current living conditions rather than making any home

modifications, such as installing in-house assisted living infrastructures, to solve

living difficulties.

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3.3.2 Innovation-Decision Process

An individual’s perception about using a new technology might potentially affect his

or her adoption behaviour (Agarwal and Prasad, 1999). In comparison to the actual

attributes of the technological innovation, consumer perception can also influence the

time and threshold level of adoption (Yücel and van Daalen, 2011). In this section,

we are going to leverage Rogers’ (1995) Innovation-Decision Process model to

discuss an individual’s decision-making process of adopting new technology.

Rogers (1995) indicated that the Innovation-Decision Process framework includes

five stages: Knowledge, Persuasion, Decision, Implementation, and Confirmation. A

potential consumer must first acquire information about the innovation, form an

attitude towards it, and then engage in activities to decide whether to adopt it. Once

the consumer decides to adopt the innovation, he or she may then use the innovation

and seek if there is a satisfaction after usage. In this model, Rogers (1995) also

introduced the concepts of selective exposure and selective perception to explain

how consumers acquire knowledge and process information in reality. He stated that

individuals would consciously or unconsciously avoid messages that are in conflict

with their existing predispositions. That is, individuals rarely capture or actively seek

information about a new technology unless the information that fits their interests,

needs and existing attitudes (Hassinger, 1959).

As the attitude formation normally happens in the Knowledge and Persuasion stage

(Rogers, 1995), our study will focus on these two stages, to investigate elderly

people’s technology adoption behaviours. In the knowledge stage, people get to

know the existence of an innovation and gain an understanding of how it functions.

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Firstly, many past studies have mentioned the lack of availability of assistive

technology (Mann, 1997; Pynoos et al., 1998) and the lack of knowledge among

users and stakeholders (e.g. elderly people, carers, agency staff, builders of

retirement villages, etc.) about the function and the benefits people will get (Ahn

2004; Gottilieb and Caro, 2000; Gitlin, 1995). Second, as stated above, an individual

uses selective exposure to acquire knowledge and information, i.e. leverage previous

experiences and existing needs and beliefs to determine what the innovation is and

how it works (Rogers, 1995). For example, in Aminzadeh and Edwards’ (2007) study,

a few respondents suggested that the decision to use a cane often follows an

experience of a serious illness, a fall or the exacerbation of existing chronic

conditions. In addition, the stereotype of assistive technology that people tend to

have constraints its relevance to the majority of the people (Wylde, 1998). For

example, people directly relate these products with “disability” and “medical realm”,

which is often different from their existing needs or beliefs.

In the persuasion stage, people start to seek more information to form attitudes.

Rogers (1995) addressed five characteristics that determine technology adoption rate

and attitude formation, which is summarised in the figure below.

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 Relative
Advantages

Observability Compatibility
Persuasion
Stage in
Technology
Adoption

Trialability Complexibility

Figure 3.3 Characteristics in Persuasion Stage in Technology Adoption

First, relative advantages are defined as the expected benefits of adopting an

innovation. The study of Giuliani, Scopelliti and Fornara (2005) concluded elderly

people would like to choose the new technology that solves a specific problem. In

terms of assistive technology, previous research projects on both able and disabled

senior adults summarised a few relative benefits that elderly people will get, such as

increasing one’s safety and independence (Gitlin 2002; Lilja, Johansson and NygÅrd,

2003; Aminzadeh and Edwards, 2007); decreasing physically frail people’s amount of

time spending in hospitals and nursing homes (Mann et al., 1999; Bradley and

Poppen, 2003); and providing opportunities for an individual to communicate better

with their medical service providers including GPs and nurses (Manton, Corder and

Stallard, 1993; Bertera et al., 2007).

Second, considering the compatibility of new technology means it is essential for

consumers to achieve a fit between the product and their existing values, past

! 35!
experiences, and needs. Regarding the elderly market and assistive technology

specifically, the most important factors that affect the level compatibility include

elderly people’s current physical or mental conditions (Luborsky, 1993), existing living

patterns (Aminzadeh and Edwards, 2007), and home environment (Giuliani, Scopelliti

and Fornara, 2005; Demiris et al., 2004).

Moreover, the complexity and trialability of technology appear intimidating to people

and may affect the adoption rate, especially to the elderly people (Redford and

Whitten, 1997). Ahn (2004) claimed that the ease of use is the most important factor

for the elderly people. Moreover, Gitlin (2002) leveraged the adult learning theory

(Knowles, 1970), explained that old people need repeated practice opportunities to

learn to use assistive technology. Elderly are more likely to accept technological

innovations when they actually try them in person and experience the benefits of

them (Giuliani, Scopelliti and Fornara, 2005). Chappell (1999) also discovered that

the perceived risks of the product might be alleviated through trails.

Finally, attitudes formation can be influenced by the observability of an innovation,

which refers to the degree to which the results of an innovation are visible to others.

Generally speaking, the observability is positively related to the rate of technology

adoption. However, in terms of assistive technology, it is the opposite, i.e. it is

negatively related. For instance, Aminzadeh and Edwards (2007) suggested that

compared to canes, bathroom aid may be less frequently associated with aging and

disability and are more easily to be accepted and used by elderly people because the

use is not publicly observable. Brooks’ (1990) study also concluded that users might

! 36!
apply different standards when using products utilised only at home and those used

in public, due to the concern of the observability.

3.3.3 Information Sources

Technology adoption theories are not complete without taking into account different

information sources that are influential to the level and depth of technology adoption.

Rogers (1995) classified different information sources into mass media channels

(which are means of transmitting messages through a mass medium, e.g. radios,

TVs and newspapers, from one or a few individuals to an audience of many) and

interpersonal channels (which involve a face-to-face exchange between two or more

individuals). Many past studies have studied elderly people’s perceptions of useful

information source. For example, Gilly and Zeithaml (1985) argued that elderly

consumers spend more time in and believe more from reading print media. In

addition, Ahn’s (2004) study indicated that the majority of the elderly respondents

gain knowledge of newly introduced home technology from magazines, television

and newspapers, and fourteen percent of these respondents mentioned the Internet

and word-of-mouth. Moreover, Kuo’s research (2012) pointed out that word-of-mouth

is a powerful source in reducing the concerns about a new technology for

consumers.

Furthermore, Michman, Hocking, and Harris (1979) argued that elderly people relied

on professional recommendation when purchasing. In terms of health care services,

Hesse et al. (2005) claimed that physicians and healthcare providers remained the

most trusted information source for elderly adults. Specifically to assistive

technology, Gitlin (2002) also stated that many elderly people learn about it in the

! 37!
hospital or rehabilitation services. In order to effectively communicate to elderly

people and ensure market spend, Edwards and Jones (1998) suggested to highlight

the availability, value and importance of assistive technology amongst not only

informal carers and health care professionals, but also elderly people themselves,

because in a lot of cases they are the decider as well as the user of these products.

Experts &
Professionals
Word of Mouth

Internet Magazine

Newspaper Television

Figure 3.4 Information Sources in Technology Adoption

3.3.4 Family Decision-Making

Family is one of the most important factors that can influence consumers’ technology

adoption decisions (Brown, 1979; Assael, 1998; Cotte and Wood, 2004; O’Malley

and Prothero, 2007; Hamilton, 2009). Sheth (1974) indicated that there are several

roles in the family decision-making process, which can refer to the five key traditional

individual roles in the buying centre theory: initiator (or gatekeeper), influencer,

decider, buyer, and user (Engel, Kollat and Blackwell, 1973). The initiator is the one

who initiates the buying decision and performs the task of obtaining and evaluating

information (Hempel, 1974). The influencer is an opinionated individual who

! 38!
influences the criteria that family should apply in making a purchase decision. The

decider is the one with authority and power to choose whether or not to spend money

on certain products. In this stage, people may make a joint decision or decide solely,

depending on the type of product and household characteristics (Hempel, 1974;

Wesley J et al. 1981; Kotler, 2000). Finally, the buyer is the one who brings the

products home and the user is the individual who uses the product (Engel et al.,

1995). These roles are not static but can change over time, thereby affecting the

decision-making process (Su, Fern and Ye, 2003; Belch and Willis, 2001).

The makeup of the family and the role it plays in individuals’ lives is different across

different markets (Hempel, 1974). In the context of elderly people and healthcare

related products, recent research has contributed heavily to show that family

members do provide assistance to older relatives in making health care decisions,

especially when they are lack of capacity to make a decision (High and Turner, 1987;

Williams, Mehta and Lin, 1999). According to High and Turner (1987), most able

elderly people are willing to make final decisions about health care themselves

because their desire for independence is potent. Nevertheless, if an older person can

no longer maintain their independence and autonomy, he or she would probably

become increasingly rely on family assistance in making difficult health care choices

(Kapp, 1991). In such circumstance, the person who provides help and assistance

will be the primary surrogate decision-maker (High and Turner, 1987). For example,

a substantial body of empirical data (Pratt et al., 1989) identified that old mentally

capable patients rely heavily on family members, particularly daughters and

daughters-in-law, for assistance in medical decision-making.

! 39!
3.3.5 Motivation to Adopt Technology

Last but not least, various motivational factors that can affect consumer’s technology

adoption behaviours should be taken into account in the review of literature.

Venkatesh and Vitalari (1985) discovered the motivations to adopt a technology

include both instrumental and expressive goals. The instrumental goals are need

satisfaction, task performance, cost savings, and efficient use of time. The

expressive goals are the possibilities that a technology creates for communicating

emotions and affections and expressing values. As they suggested, technologies that

satisfy both goals are more likely to be adopted by consumers. In particular, there

were a lot of researchers concluded that sometimes the psychological and emotional

appeals of an innovation is more important than its actual functional benefits to

potential consumers (Tate, Riley and Forchheimer, 2002; Angst and Agarwal, 2009).

For example, in Aminzadeh and Edwards’ research (2007), they found that

respondents could recognise many functional benefit from using a cane, but the

majority of them denied their needs because of perceived social stigma and negative

feelings such as embarrassment and fear.

3.4 Consumer Identity and Social Interactions

Having reviewed consumers’ technology adoption behaviours and their family

decision making patterns, we are going to focus on various psychological elements

that can potentially trigger consumer’s perception formation and explain certain

purchasing behaviours. Theories that we are going to review are summarised in the

figure below.

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 Self Concept and Possible Selves Labeling, Stigma Reference
Self-Identity and Undesired and Self- Groups
Construal Selves Presentational
Concerns

Figure 3.5 Theories reviewed in Consumer Identity and Social Interactions

3.4.1 Self-Concept and Self-Identity Construal

According to Belk (1988) and Richins (1994), people tend to construct their self-

concepts and to create their personal identities through consumptions. Material

possessions, in particular, are experienced as parts of individual’s extended selves,

giving consumers a sense of control and reflecting the ways in which they construe

identities (McCracken, 1989). In simple terms, “we are what we have” (Belk, 1988).

Possessions can satisfy various psychological needs, such as creating one’s self-

concept, reinforcing and expressing one’s identity and allowing one to differentiate

oneself and assert one’s individuality (Ball and Tassakis, 1992; Belk, 1988; Kleine

and Allen, 1995). Moreover, they can also serve as a social purpose by reflecting

social ties to one’s family, community, and cultural groups (Muniz and O’Guinn,

2001).

In addition, Gardner and Levy (1955) incorporated the notion of congruence between

consumer self-image and product image. They initially concluded that products have

dimensions beyond functional utility, which referred to various product images,

symbols and meanings associated (Landon, 1974). Such intangible attributes

encountered in the identification of goods in the marketplace can significantly affect

consumer behaviours (Levy, 1959). In addition, consumers may actively seek and

create symbolic meanings of a product in constructing their self-identities and were

thought to prefer products with images that are congruent with their self-images

! 41!
(Levy’s, 1959; Douglas, Field and Tarpey, 1967; Escalas and Bettman, 2003). More

recently, Sirgy (1982a) developed this argument by indicating that different level of

self-image and product image congruity will influence people’s purchase motivation

(Sirgy, 1982b). From a self-esteem perspective, consumers will be motivated to

purchase a positively valued product to maintain a positive self-image (positive self-

congruity condition) or to enhance themselves by approaching an ideal image

(positive self-incongruity condition).

As an empirical example of above arguments, Mulcahey (1992) discovered that each

of the adolescents she interviewed had incorporated their wheelchair into his or her

self-image, making self-reference such as “the girl in the wheelchair”. In this case,

these adolescents desired to be seen as normal people (Low, 1996), however,

wheelchair signified negative identities including “abnormal”; “sticking out” and

associated negative feelings such as “embarrassment” (Bates et al., 1993; Ryan,

Rigby and From, 1996; Watts, et al., 1996). That is, by purchasing or using a

wheelchair, people attempted to transfer these negative product meanings and

images to their self-concepts, result in rejection and abandonment of this product.

Given such, Hocking (1999) argued that the adoption of assistive devices must be

understood in terms of the impact on an individual’s self-concept and identity

construction.

3.4.2 Possible Selves and Undesired Self

Understanding how individuals define themselves through consumption has been a

central concern for a lot of researchers in the field of consumer behaviour.

Nevertheless, little has been done in the literature regarding the future-oriented

! 42!
dimension of the self-concept (Patrick, MacInnis and Folkes, 2002), which refer to

consumer’s possible selves.

Possible selves theory incorporates the view of the self as a dynamic structure

involving a multiplicity of selves that represent individuals’ ideas of what they might

become (expected self), what they would like to become (ideal self), and what they

are afraid of becoming (undesired self), thus provide a conceptual link between

cognition and motivation (Cantor at al., 1986; Markus and Nurius, 1986). According

to Markus and Nurius (1986), possible selves are important to an individual’s

functioning because they not only provide consumers a context for evaluation and

interpretation of their current self-views but also act as incentives that may direct their

future behaviours. Moreover, possible selves also have affective consequences,

especially negative emotions, may arise from the discrepancies or conflicts within the

self-concept (Higgins, 1987; Patrick, MacInnis and Folkes, 2002). For example, when

an undesired possible self is activated, it brings with negative affects, which in turn,

function as disincentives for one’s future behaviours, e.g. rejecting or avoiding

purchasing certain things (Clark and Isen, 1982; Salovey and Rodin, 1985; Markus

and Nurius, 1986).

Cross and Markus (1991) concluded that possible selves may vary over a person's

lifespan and can act as guides during life transitions. For example, during old age,

the sense of one’s own mortality becomes more and more undeniable. With

decreasing future years, declining skills and abilities, and a shrinking network of old

friends, sense of self-possible contracts may vary depending on different life tasks.

Some elderly people may accept that fact that they are not capable doing certain

! 43!
things as they were in younger ages, which may make them recognise the need for

assistance and help.

3.4.3 Labelling, Stigma and Self-Presentational Concerns

The labelling theory is concerned with how an individual’s self-identity and social

behaviours may be influenced by the terms used to describe or classify him or her

(Lemert, 1951; Schur, 1971). In recent years, the theory has been developed further

by Allen (1982), stated that esteem motivations may cause an individual’s resistance

of accepting negative labels due to the fact that these labels would pose a threat to

his or her self-concept. Scheff (1966) has provided an empirical study to support

Lemert’s (1951) theory. He described that labelling patients as ‘mentally ill’ would

negatively effect their social interactions via devaluation and discrimination by others

responding to that label.

The labelling perspective has been broadened to include the notion of stigma, i.e. an

attribute that deviates from expectations and often cause disgrace or shame

(Goffman, 1963), which may be an important factor that affects elderly consumer’s

behaviours. According to Kuypers and Bengston (1973), western society, which

values productivity and achievement, conveys negative expectancies of the elderly,

who eventually adopt a self-image as ‘incompetent’. In fact, the society holds

different negative stigmas toward old people, such as physical unattractiveness,

crippling chronic diseases, physical disabilities, dependency, misery, diminishing

intelligence, and so on (Ward, 1977; Gerike, 1990). Given such, elderly people’s self-

concepts may be negatively affected and their social behaviours may be influenced

in terms of denying the personal appropriateness of a stigma, either by reforming or

! 44!
denying possession of the characteristic (Ward, 1977). For example, substantial

proportions of those over 65 consider themselves "young" or "middle-aged," rejecting

the labels "old" and "elderly" (Riley, Foner, and Johson, 1968). Similarly, a lot of

elderly people see themselves as bright, active, adaptable and sexually active

(Mitchell and Acuff, 1982), rather than identifying themselves with the negative

stereotyped notions of old people (Brandtstadler and Wentura, 1995).

In addition, undesired labels and stigmas may trigger different psychological

concerns of one’s self-presentation in a social setting. It is argued that individual’s

responses in social interactions are based largely on the impressions they form of

one another because those who make the “right impressions” are more likely to

receive valued social outcomes from others (Leary, Kowalski and Campbell, 1988).

As a result, people often monitor and control how they are perceived by others, which

known as self-presentational concerns (Goffman, 1959; Schlenker, 1980). Goffman

(1959) discovered that people engage in self-presentational behaviours, such as

promoting a desired image, when they believe their impressions in other people’s

eyes are inaccurate or excessively negative (Leary, 1995). To the extent that the

failure to make expected impressions may result in negative emotions, such as social

anxiety (Leary, 1983; Leary and Atherton, 1986; Schlenker and Leary 1982).

It is argued that elderly people may have self-presentational concerns because they

are motivated to conform normative social influence (Deutsch and Gerard, 1954;

Leary, 1995) and their ability to fulfill social roles is related to greater self-esteem and

more positive perception of one’s quality of life (Kurtz and Wolk, 1975; Hooyman and

Kiyak, 1993). Martin, Leary and Rejeski’s (2000) study emphasised that being

! 45!
perceived as self-reliant and competent has positive effects on how the aging person

is treated by others. Thereby, impressions of self-reliance are particularly important

when they are relevant to others’ decisions regarding whether an elderly can care for

himself or needs full-time care. For instance, patients who have urinary incontinence,

may opt to withdraw from social-life altogether, rather than risk the self-presentational

consequences and accompanying embarrassment associated with the condition

(Mitteness, 1987). Another example is that some people, who use the assistive

devices, may be accompanied by feelings of embarrassment and perceived negative

stigma rather than increased independence (Penning and Strain, 1994).

3.4.4 Reference Group Theory

Social scientists have recognised group membership as a determinant of consumer

behaviour (Bearden and Etzel, 1982). The foundation of reference group theory

stands on Hyman’s (1942) study. He defined reference groups as those groups or

group members who are “psychologically significant for one’s attitudes and

behaviour” (Turner, 1991, p.5). Within the reference group, people constantly shape

their behaviours and evaluations accordingly to orient themselves to others (Merton

and Rossi, 1949).

As White and Dahl (2006) stated, the majority of reference group literature has

focused on positive reference groups in the past. That means individuals wish to be

associated with the group and would like to identify the role to play within the group.

For instance, membership group, coined by Turner (1991), refers to a type of positive

reference group, which an individual currently belongs to, identifies with, is attracted

to and feels psychologically involved with. In addition, Englis and Solomon (1995)

! 46!
distinguished aspirational group, in which an individual not only identifies with and is

attracted to, but also aspires to be a member of. The majority of past literature have

emphasised the importance of these two positive reference groups in determining

consumer intentions (Moschis, 1976; Turner, 1991), attitudes (Stratford, 1966), and

behaviours (Bearden and Etzel, 1982).

On the other hand, negative (dissociative) reference groups, in which an individual

wishes to avoid being associated with to achieve a positive social identity; will also

have implications for consumer evaluations and choices (Englis and Solomon, 1995;

Jackson et al., 1996; Wooten and Reed, 2004, White and Dahl, 2006). White and

Dahl (2006)’s study discovered that people tend to avoid choosing a product that

associated with a dissociative group. In addition, the tendency to avoid such negative

association is largely driven by an individual’s self-presentational concerns.

Moreover, negative association with dissociative reference groups is more

pronounced when consumption takes place in public. In brief, people’s consumption

preferences clearly reflect their desires to present a positive self-image to others.

3.5 Consumer Involvement

In order to understand consumer behaviours, it is also important to closely inspect

consumer involvement and marketing persuasion theories. We are going to review

Laurent and Kapferer’s (1985) consumer involvement profile in understanding how to

measure the involvement level, which may help us identify with various routes that

consumer process information in reality.

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 The Concept of Measuring
Consumer Consumer
Involvement Involvement

Figure 3.6 Theories reviewed in Consumer Behaviour

3.5.1 The Concept of Consumer Involvement

Consumer involvement is an individual difference variable found to influence

consumers’ decision making and communication behaviours (Laurent and Kapferer,

1985). The degree to which consumers are involved in different aspects of the

consumption process has come to be regarded as one of the central determinants of

consumer behaviour (Laaksonen, 1994; Dholakia, 2001), including the number and

type of choice criteria, the extensiveness of information search, the length of decision

making processes, variety-seeking behaviour, brand switching, and brand loyalty.

Schiffman, Leslie and Hansen (2008) concluded that involvement is a heightened

state of awareness that motivates consumers to seek out, attend to, and think about

product information prior to purchase. In other words, when making purchasing

decisions, highly involved individuals would have an urge to look for more information

about a product category (Mitchell, 1980); accept fewer alternatives (Petty and

Cacioppo, 1981); process relevant information in detail (Chaiken, 1980); want to

know the strength and weaknesses of the possible alternative (Maheswaren and

Meyers-Levy, 1990); and will form attitudes that are more resistant to change (Petty,

Cacioppo and Schumann, 1983). In addition, the decision-making process of high

involvement consumers tend to be more extensive as they have greater perceived

differences between certain products attributes (Zaichkowy, 1985).

! 48!
3.5.2 Measuring Involvement: Consumer Involvement Profile

Regarding the measurement of consumer involvement, most researchers tend to

consider that involvement should be measured multi-dimensionally because there is

no single construct that can individually and satisfactorily describe, explain or predict

involvement (Rothschild, 1979). For instance, Laurent and Kapferer (1985)

suggested that consumer involvement was determined by a series of subscales,

each designed to measure an antecedent of product involvement. Instead of thinking

single indicators of consumer involvement level, marketers could use an

“involvement profile” to better capture different involvement types across different

product categories (Bloch, 1981; Shimp and Sharma, 1983; Antil, 1984; Richins and

Bloch, 1986).

The consumer involvement profile framework contains five facets of product

involvement: the perceived importance of the product, the perceived risk importance

and the perceived risk probability associated with the purchase, the sign value of the

product, and the ability of the product to trigger emotional appeals. It is proved to be

a very useful managerial tool in describing the relationship between products and

consumers, segmenting market segments, and developing a deeper understanding

of target markets because it measures only antecedents rather than the involvement

itself (Mittal, 1989).

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 Product
Importance

Perceived
Product Risk
Hedonic Value
Importance

Consumer
Involvement

Perceived
Product Sign Risk
Value
Probability

Figure 3.7 Facets of Involvement in Consumer Framework

In terms of perceived product importance, Rothschild (1979) indicated that consumer

will become involved when the object of interest is perceived as being important in

meeting one’s vital needs, goals, and values. Similarly, Bloch and Richins (1983)

redefined consumer involvement as the perceived importance of a product to

consumers other than its objective degree of significance. The perception of product

importance represents a cognitive state of awareness and realisation, which triggers

the motivational state of product involvement (Houston and Rothschild, 1978).

Moreover, Bloch and Richins (1983) divided the concept of product importance into

two forms, namely the instrumental importance and the enduring importance. The

former is a temporary perception of product importance based on the consumer’s

desire to obtain a salient short-term goal through purchasing a product. In contrast,

the later is a long-term perception of product importance based on the ability of the

product to satisfy consumer’s central needs and values. In a lot of purchase

occasions, the measurement of product importance may include elements of both

! 50!
two forms. In addition, Belk (1975) and Houston and Rothschild (1978) suggested

that product characteristics, product usage situations and consumer characteristics

may also influence the perception of product importance.

The second facet, consumer perceived risk, refers to the expectation of potential loss

and unfavorable feelings associated with a purchase decision perceived by a

consumer (Kogan and Wallach, 1964; Cox and Rich, 1967; Cunningham, 1967;

Stone and Gronhaug, 1993). In Laurent and Kapferer’s consumer profile framework

(1985), the concept is further divided into two dimensions: risk importance and risk

probability. That is, the perceived importance of negative consequences arising from

a poor purchasing choice and the perceived probability of making such a mistake.

Consumer perceived risks of a product may involve need, transaction, and market

uncertainties (Jacoby and Kaplan, 1972; Hakansson and Wootz, 1979; Valla, 1982).

In addition, consumer’s personalities and characteristics can affect the level of

perceived risks. As Kogan and Wallach (1964) stated, an individual’s self-sufficiency

and independence are positively related to risk taking. Moreover, Simcock, Sudbury

and Wright (2006) suggested that individual attitudes to perceived risk would be

significantly associated with the age. Elderly people in particular, are more cautious

in making purchasing decisions in comparison to other age groups and seek greater

certitude before they act (Lumpkin, Cabellero and Chanko, 1989; Dychtwald and

Gable, 1999; Phillips and Sternthal, 1977). When talking about assisted living product

specifically, such certitudes may include the opportunity to try before buying or

professional assistance in the assessing and recommending of assistive devices

(Mann, Hurren and Tomita, 1993).

! 51!
In addition, the sign value of the product refers to the likelihood of a product’s ability

to reveal the consumer to other people (Laurent and Kapferer, 1985; Rodgers and

Schneider, 1993). This facet has a close link with theories of self-concept, social

identity, labeling, reference group, and self-presentational concerns (Belk, 1988;

Goffman, 1959; White and Dahl, 2006). People buy products not only for what they

can do, but also for what they mean (Levy, 1959; Hirschman and Holbrook, 1982).

They also want to achieve a positive social impression from demonstrating the use of

certain products (Leary, Kowalski and Campbell, 1988). Given such, the sign value of

the product differentiates functional risks from psychosocial risks. Consumers’ level

of involvement will be affected by a stimulus that reflects an individual’s self-identity

and the likelihood to achieve a positive social impression. For example, Brooks’

(1991) study stated that the negative views from general public regarding assistive

devices relate to the frequent assumption of their negative social meanings, such as

“disability”.

The last facet, the hedonic value of the product, refers to the amount of emotional

appeals that attached to a product and its ability to provide pleasure and affect to

consumers. Chaudhuri and Holbrook (2002) stated that emotions and feeling of

enjoyment or pleasure are key components in purchase decisions. In reality, the

choices that consumers make are largely depend on the emotions produced by the

consumers’ value system, emotive stimuli and its appraisal, beliefs and desires, as

well as emotional responses (O’Shaughnessy and O’Shaughnessy, 2003).

Consumers can make decisions more accurately and efficiently by automatically

highlighting and eliminating options in the mind (Damasio, 2006). In addition,

emotional appeals act as a gatekeeper of brand choices. Primarily hedonic products

! 52!
with subjective, non-tangible features that produce enjoyment are most likely to lead

to brand commitment and loyalty (Chaudhuri and Holbrook, 2002).

Laurent and Kapferer’s (1985, 1986) instrument and conceptualisation of consumer

involvement profile is a useful tool in assessing how consumers vary in their

involvement through different facets. Depending on the level of involvement, we are

able to find how target groups would differ in the extensiveness of their purchase

decision produces or in their processing of information and marketing

communications (Krugman, 1965).

3.6 Emotional Persuasion Strategy: An Elaboration Likelihood Model

perspective

After reviewing how different consumer involvement level can affect the way

aconsumer process information and marketing communications, we will investigate

the emotional persuasion strategy that may potentially encourage consumers to take

certain actions, even if they are perceived to be in a low involvement state.

Petty and Cacioppo (1986) have provided a useful framework termed the Elaboration

Likelihood Model to understand the effectiveness of persuasive communication to

consumers. It proposed that the level of involvement stimulates the consumer to

activate two varied information search routes, namely the central route and

peripheral route. On one hand, high involvement situations stimulate consumers to

actively search for more information and consider the purchase decision more

carefully and comprehensively. Accordingly, those individuals who have motivations

and abilities to process information are thought to take the central route. In other

! 53!
words, this group of people is more likely to engage in attentive and complicated

information processing, develop counterargument, and tend to generate their own

thoughts and attitudes about the advertising and products on this basis. On the other

hand, under low involvement circumstances, consumers often attempt to reduce the

cost and efforts of making a purchase decision to a minimum, and their involvement

vanishes as long as the utilisation needs are satisfied and the problem is solved. As

a result, these people are more likely to take the peripheral route, in which they make

less cognitive effort and rely on peripheral cues to form an attitude because they lack

the motivation, ability and opportunity to process and evaluate product information

(Vaidyanathan and Aggarval, 1999).

Marketers and advertisers aim to build strategies that better reach their market

segment by creating the “right appeal” based on core values that motivate various

consumer involvement segments. As the route of consumer information processing in

a product category is a major factor relevant to advertising and promotional

strategies (Kim, 2005), there are specific peripheral cues may drive certain

dimensions of consumer involvement and behaviours of information processing.

Cues such as pictures (Miniard et al, 1991; Mitchell, 1986; Stuart et al., 1987) and

source expertise (Ratneshwar and Chaiken, 1991; Yalch and Elmore-Yalch, 1984)

would be able to change attitudes when audiences use peripheral processing

(Miniard et al, 1991). Studies from Mitchell and Olson (1981) and Mitchell (1986)

proved that visual elements could affect brand attitudes in the situations when

audiences form inferences of the visual elements of the ad or when audiences

evaluate the visual elements either positively or negatively. In addition, Yalch and

Elmore-Yalch (1984) also indicated that an expert communicator would induce

! 54!
greater persuasion when audiences use peripheral processing; therefore the

character of the communicator acts as a cue.

Furthermore, Health (2007) introduced the Low Attention Model to support the

argument of consumer peripheral information processing in advertising. The research

result has shown that audiences process advertisements with very low involvement

in reality due to the fact that they are not expect to learn anything important or

anything new from the ad. As a result, Heath (2007) emphasised the importance of

emotionally competent stimulus that an ad contains when consumers process

information with low attention. These emotionally competent stimuli will act as

somatic markers, as stated before in Damasio (2006)’s somatic-marker hypothesis,

recall consumer memory, trigger certain types of emotions, and allow consumer’s to

make accurate and effective decisions (Manstead and Frijda, 2004).

3.7 Conclusion

In the process of reviewing historical and current cutting edge literature, we

discovered that elderly people’s consumption patterns, concerns and behaviours

have been under-researched, which is the literature gap we have identified in this

chapter. That means very little attention has been paid to elderly people’s technology

adoption behaviour; family decision making process; potential psychological

concerns in adopting certain products; as well as their involvement level of

processing relevant product information and marketing stimuli. In addition, the most

popular marketing strategies nowadays, such as the emotional persuasion strategy,

is lacking of scientific evidence to demonstrate they can also be implemented

successfully within the elderly market. On the other hand, we also explored the

! 55!
lacking of comprehensive research for assistive technology market, which is inline

with the practical gap we have identified in the context chapter. Drawing upon some

empirical data we gathered around using or buying healthcare related products, we

have recognised the need to go beyond the product functionality and acknowledge

the fact that elderly people’s psychological concerns may be a big barrier to the

adoption of assistive technology. In order to bridge both academic and practical

gaps, we are going to implement various research methods to investigate elderly

people’s consumer behaviour, in particular their perceptions of assistive technology

and the potential reasons why these beneficial products are not widely adopted.

! 56!
 Chapter Four

Methodology

! 57!
Chapter
Overview

In this chapter we summarise

and provide a justification for

our research design. We

explain why the adopted

methods provide us with tools to

effectively answer our research

question.

! 58!
4.1 Research Philosophy and Approach

We believe that human actions are driven by individual sense-making and that the

external reality might be different for each individual; therefore, our ontology and

epistemology align with interpretivist philosophy (Easterby-Smith et al., 1991; Carson

et al., 2001).

Until now, no widespread research has been conducted on the perception of the

assisted living products. The exploratory nature of our study, and the absence of a

hypothesis, demand for an inductive approach: the theory being followed and

generalised from the data (Saunders et al., 2009). The large-scale, deductive

approach would be not only impracticable, but unreasonable (Hackley, 2003).

4.2 Research Strategy: Grounded Theory

4.2.1 Qualitative Research Design

Qualitative research is a tool for exploring, understanding and interpreting meanings,

which are inductively derived from the data through analysis (Creswell, 2007; Denzin

and Lincoln, 2005). Since the key elements of our research are induction,

interpretation and exploration, the research is designed qualitatively. Unlike

quantitative studies, qualitative research is carried out in uncontrolled environment

and is often perceived as inappropriate tool for general rule generation (Flick, 2006;

Creswell, 2007). However, we aim to build a substantive theory based on the

immediate field of study to facilitate an academic discussion on the topic, without

claiming a widespread applicability (Goulding, 2006).

! 59!
4.2.2. Grounded Theory

Because it does not require hypotheses and conjectures from the start, grounded

theory (GT) offers a solid rationale for an early-stage research (Bryant and Charmaz,

2007). The strategy allows the theory to be derived, refined and tested during the

fieldwork process, gradually increasing the level of abstraction for theory building,

and is therefore widely used in marketing and consumer research (Glaser and

Straus, 1967; Burchill and Fine, 1997; Hirschman and Thompson, 1997; Creswell,

2007). We adopted the GT approach derived by Glaser (1992), as it emphasises

induction and provides a more flexible framework to cope with the complexity of

collected data, as shown in Figure 4.1.

Theory built inductively on the basis of data

• Create theories only through the analysis of the primary data

Use of memos
• Record any form of general fieldnotes and ideas during all stages of data gathering and analysis, use
them to form patterns

Use of coding for data analysis

• Conceptually identify patterns, gradually increasing the level of abstraction

Concurrent data generation and analysis

• Code data as you collect it

Comparative approach to data analysis

• Compare data collected from each individual source to identify patterns and form theories

Theoretical sampling
• Analyse data and decide what to collect next in order to develop a theory; stop only when conceptual
saturation is reached

Figure 4.1 Main Principles of Grounded Theory (Glaser, 1992)

A weakness of GT lies in theory generation and validation without a possibility of

large-scale testing. The main principle of verification it allows is data saturation

through theoretical sampling, which contradicts the key independent testing demand

that a hypothesis should not be verified with the same material from which it is

! 60!
developed (Glaser, 1992; Kelle, 1995). To overcome this limitation, without

undermining the data saturation principle, our data is gathered using different

qualitative methods (Papaoikonomou et al., 2012; Bryant and Charmaz, 2007). This

kind of multi-method qualitative study allows a more sophisticated picture to be

produced, as smaller related studies can be more academically rigorous and better

at discovering social reality than a single-method large-sample study (Stebbins,

2006; Tashakkori and Teddlie, 2003; Saunders et al., 2009).

4.3 Data Collection Methods

4.3.1 Secondary data

Originally, Glaser and Strauss (1967) argued that in order to avoid constructing a

framework beforehand, researchers should enter the field without a developed issue

statement or review of literature. This view, however, clearly disadvantages

inexperienced researchers. We enhance theoretic sensitivity, and ensure our study

is located in the existing body of academic knowledge, by reviewing academic

literature throughout theory building and validating stages (Parry, 1998; Lempert,

2007).

4.3.2 Primary Data

4.3.2.1. Unobtrusive methods: netnography and merchant website content

analysis

Netnography allows studying communication within the social groups on-line

(Kozinets, 2002). The users perceive virtual communities as “real”, and through

sharing opinions and thoughts with other members, provide in-depth insights to

consumer behaviour researchers (Brownlie and Hewer, 2007; Muniz and Thomas,

! 61!
2001). Netnography also allows reducing the obstacles of subject availability, cost,

and, by using archival messages, the time required for a thorough study, the factors

very important for our small-scale study (Kozinets, 2010). As the subject of age and

disability is potentially sensitive, people might be prone to express socially

acceptable views when facing an interviewer (Doran, 2009; Fisher, 2000).

Therefore, we base the netnography on unobtrusive observations of forum and on-

line blog: it does not involve direct elicitation of data from respondents, and help to

reduce a social desirability bias and avoid altogether hostility towards an intruder,

and a bias associated with subjects’ awareness of being analysed (Webb et al.,

1966; Brown, Kozinets and Sherry, 2003).

While keeping the benefits of an unobtrusive study, a content analysis of commercial

assistive technology websites offers a method of studying merchants’

communication with the consumers (Baack and Sigh, 2007). We therefore extend

the traditional comparative approach of textual analysis used in grounded theory to

the on-line environment by comparing of textual messages on the merchant websites

(Krishnamurthy and Kucuk, 2009; Glaser and Strauss, 1967).

However, consumers studied and targeted on-line have some common

characteristics, e.g. internet literacy, that might not be shared by the off-line

consumers. Therefore, to ensure the transferability of findings outside the Internet,

our study includes both on-line and off-line research methods (Kozinets, 2002; Miller,

2001).

! 62!
4.3.2.2. Interviews

Face-to-face interviews are the most common data gathering method in qualitative

research as they generate the rich data and allow understanding the subjects’

perspective (Flick 2006, Patton 1990, Bloch 1996). Moreover, a large proportion of

our sample is to include elderly people, who generally prefer personal interaction,

making interviews especially appropriate (Legido-Quigley et al., 2012). We chose

semi-structured interview design as it allows ensuring greater data comparability with

other studies, while open-ended questions still offer flexibility and serendipity in

gathering data (Goulding, 2006; Keats, 2000; Chisnall, 2001).Face-to-face

interaction, however, poses some challenges for rigorous research. The method’s

weaknesses and biases relevant to our study, and strategies employed by us to

overcome those, are summarised in Table 4.1.

! 63!
 Drawback Mediation
Conduct interviews in a place suggested by the subject (e.g.
public library or the favourite café). If none suggested, conduct
in a café, selected by the team for its private setting (Kreuger
and Casey, 2000).
Participants are outside of Provide refreshments and drinks to create a more informal
their natural comfort zone and atmosphere and encourage open conversation (Kitzinger,
may be reluctant to answer 1994).
openly
Build rapport with the subject before starting an interview.
Start with a word association game to encourage thinking on the
topic (Kreuger, 1994). Mix in neutral words to overcome
defensive barriers (Chisnall, 2001).
Conduct interviews in pairs: an interviewer + an assistant
Difficulty managing interviews
responsible for organisational issues.
Bias Mediation
Influence of an individual
Conduct interviews by all members of the team (Beverland et
interviewing technique on
al., 2006).
received answers
An assistant to make memos while observing the interview
Interviewer bias in data process; an interviewer to write down all the ideas and
interpretation impressions as soon as an interview is finished. Analyse the
data as a team.
Allow the conversation to diviate from the question, as long as
Interviewer bias in looking for
the topic is still related. Ask for more explanation, if the answer
patterns
is unexpected.

Table 4.1 Interview Drawbacks and Mediation Techniques Planned

4.3.2.3 Focus Groups

After an initial theory is formed by data collected during the interviews, theoretical

group interviews ‘provide missing pieces of the puzzle, polish data collection,

complete process of saturation or provide any other missing information’ (Morse,

2007: 241). Focus groups are also one of the most used methods for generating

further insights into impact of marketing messages (Belzile and Oberg, 2012;

Chisnall, 2001; Chrzanowska, 2002). Our main aim for conducting the focus groups

is to confirm developed theories and test marketing materials for the sponsor, so we

chose a more structured approach and decided to develop stimulating materials to

facilitate the discussion (Hackley, 2003). However, we still use open-ended

! 64!
questions to allow for surfacing of new ideas (Morgan, 1997; Glaser and Strauss,

1967).

Comparing to interviews, focus groups pose some additional challenges (Barbour

and Kitzinger, 1999). The relevant method weaknesses, and the strategies used to

overcome those, are listed in Table 4.2 below.

Drawback Mediation
Instead of a specially designed room, conduct focus groups in a
café, or in the care home dining room, which are more natural;
make sure the café provides a secluded space, to guarantee
Subtle restrictions naturally privacy (Kreuger and Casey, 2000; Kitzinger 1995).
occuring between members, Provide refreshments and drinks to create a more informal
affecting the frankness of the atmosphere and encourage open conversation (Kitzinger,
conversation (Morgan, 1997) 1994).
Start with each participant introducing him/herself and a
discussion on a general topic to make sure rapport is built within
the team.
Influence of dominant Use non-verbal prompts (e.g. eye contact) to encourage more
members quiet members to speak (Barbour and Kitzinger, 1999).
Conduct group interviews in pairs: a moderator (asks questions,
manages flow and group dynamics) and an assistant (manages
logistical issues).
Difficulty to managing group Selected two team members as moderators and prepare
dynamics extensively.
Use smaller groups (5 people). Groups of 3-6 involved
individuals are sufficient to generate rich data (Merchant, Ford
and Rose, 2011; Morgan, 1997; Barbour and Kitzinger, 1999).
Bias Mediation
Rotate the roles between the two team members conducting the
interviews.
Moderator bias (Bloch, 1996)
Allow the conversation to flow freely, step in only to encourage
further conversation.
Social desirability bias -
Ensure participants are not related; stress confidentiality of all
respondent providing answers
information provided; stress the importance of different
that are considered
opinions.
'appropriate' (Flick, 2006)

Table 4.2 Focus Group Drawbacks and Mediation Techniques Planned

! 65!
As the methods are now explained, Figure 4.2 demonstrates our multi-method

research design structure, highlighting concurrent studies and an interplay between

data gathering and theory formation.

Netnography Website Content Analysis

Theory Building

On-going Comparative Analysis

Create Interview Guide

On-going Literature Review

!
Individual Interviews

!
Preliminary Theories: Create Sample Adverts
Theory Validating

!
Focus Groups

Results

Figure 4.2 Research Design

4.4 Data Analysis

Qualitative analysis through coding provides an inductive method to establish

relationship between data, gradually increasing the level of abstraction and forming

theories from patterns (Glaser, 1978; 1992; Lempert, 2007). Memos are a vital tool

for thinking and creativity in grounded theory, and are used to record any ideas and

perceived connections at any stage of our research (Glaser, 1978; Goulding, 2006).

Although Glaser (1998) advises against tape recording and detailed analysis of

interviews, the exclusive use of memos can lead to overlooking subtle nuances in

! 66!
data. Therefore, to ensure a more rigorous analysis, we use both memos and

detailed data, such as on-line contents or interview transcripts (Mattarelli, Bertolotti,

and Macrì, 2013; Goulding, 2006; Stoughton and Ludema, 2012).

While doing analysis through coding, we follow four essential steps, further

described in Table 4.3.

Assign codes, names or labels to particular units of data; use

codes to label the data as belonging to or being an example of
Preliminary Coding
some more general pattern; pattern emerge inductively through
a close reading and reflection on the data.
Sort patterns into shared sequences, relationships, and
differences; compare similarities and differences across data
Selective Coding
patterns; build the patterns into higher order categories, or more
general, conceptual constructs.
Return to the field for more data order to Isolate, check, and
Checking and Refinement refine the understanding of the patterns, processes,
commonalities and differences.
Elaborate a small set of generalised categories that cover or
explain the consistencies in the dataset; construct new theory in
Theoretical Coding
cloase coordination both with the analysis of data as well as the
existing relevant body of knowledge.

Table 4.3 Data Analysis Process (Glaser 1978; 1992; Miles and Huberman, 1994)

In order to enhance theoretical sensitivity, we use two consecutive coding

techniques: manual mapping of data is performed first, allowing for creativity in

analysis and flexibility in adjusting preliminary concepts; then we analyse data

through Nvivo software package, to support structure and carry out an audit of the

manual findings (Glaser, 2003; 2005; Dey, 1999; Hesse-Biber, 1995). While

identifying dominant patterns during selective coding, we quantify the number of

respondents mentioning the theme, but also consider the conceptual relevance of

the pattern and its relation to others patterns identified (Bryant and Charmaz 2007).

! 67!
4.5 Sampling

We start the research with convenience sampling – selecting on the basis of

availability (Bryant and Charmaz, 2007). Such sampling allows us easier access to

relevant subjects when collecting preliminary data (Richards and Morse, 2007). As

the trends emerge, convenience sampling is replaced by theoretical sampling – a

method whereby researches analyse data and decide what data to collect next

(Glaser and Strauss, 1967). Theoretical sampling facilitates intentional search for

people who might have alternative views, creating multiple dimensions to the theory

(Glaser and Strauss, 1967; Papaoikonomou et al., 2012.) Convenience and

theoretical sampling also allow selecting specific groups, in our case, representatives

of a homogenous national culture, to reduce the range of influencing factors. Due to

the absence of a random selection, however, generalisation on statistical grounds

will not be possible (Saunders et al., 2000).

4.6 Ethics

We recognize the importance of ethical standards while conducting our research. To

act under general ‘do no harm’ principles, we seek informed voluntary consent to

data provision and recording; adhere to strict confidentiality requirements; do not

intentionally target any vulnerable people; and explain clearly the aims and

implications of our research to all research participants (Flick, 2006). For

unobtrusive methods, we do not include any on-line copyright materials in our

analysis (Kozinets, 2010; Allen et al., 2006).

! 68!
4.7 Conclusion

In order to effectively answer our research question, we use inductive, qualitative

research design based on grounded theory. We argue that the data collection

methods most relevant to our purpose are netnography, website content analysis,

individual interviews and focus groups; and we employ all four methods to collect the

data. We plan to use convenience sampling, gradually moving to theoretical

sampling, as theories emerge, and to analyse the data through comparative coding,

both manually and with the help of Nvivo software package. Carefully planned

methodology allows us to apply our research design in practice, the results of which

are described in the following chapters.

! 69!
 Chapter Five

Netnography &
Content Analysis

! 70!
Chapter
Overview

In this chapter, we outline the

process of gathering information

from companies’ websites,

Internet forums and blogs.

Firstly, the process of how we

gather information from

websites will be dealt.

Afterwards, the results of

netnography analysis will be

examined and lastly results

from the content analysis will be

examined.

! 71!
5.1 Introduction

We gathered information from the Internet blogs and forums to develop our

understanding of what people think about, and what suppliers highlight about general

assisted living products. Thus, we scanned assistive technology, elderly and

caregivers’ blogs and forums, and suppliers’ websites. Additionally, we examined the

discussion that they had in these forums and blogs.

5.2 Netnography and Content Analysis Procedure

5.2.1 Netnography Procedure

In order to obtain insights about assistive technology, we signed up to various online

blogs and forums that are used by the elderly and caregivers. The websites were

then manually searched for topics related to assistive technology and 19 different

sources provided relevant information. For ethical reasons, all personal information

was removed from the comments. The conversations were collected together and

analysed as described in methodology, first manually and then using Nvivo software.

5.2.2 Content Analysis Procedure

We examined websites of various suppliers and gathered their marketing materials.

Then, we analysed messages used in those materials. The content of 30 different

websites was examined.

We analysed both single words and phrases used in relation to products. All relevant

concepts were coded to understand keywords, while irrelevant information was

abandoned, as suggested by Hsieh and Shannon (2005). To cope with the

complexity and amount of data, coding was first conducted with the help of Nvivo

! 72!
software and then audited manually. This approach is contrary to analysis approach

taken in other studies in this research but provides more rigorous findings.

5.3 Results from Netnography Analysis

We divided our analysis into 6 sections, concerns about assistive technology,

adoption of technology by the elderly, benefits and drawbacks of assistive

technology, perception of the elderly from their perspective, self-identification of them

and examination of families/caregivers’ posts.

5.3.1 Concerns about Assistive Technology

No. of
Theme Example of Responds
Respondents
Seeking an … to buy a clock with day/date or not
Advice or 6
Information Does anyone have any recommendations of a good brand
… assisted living technologies… … expensive …
Cost 3
Cost is likely to be a factor
Experienced I have been looking for an electric calendar … … dismayed
Difficulty how hard it is to find one
Finding the 6 Has anyone come across a device that helps someone with
Purchase dementia remember that they have put a saucepan on the
Route electric hob
Not Used by … an electric hoist was ordered … … she might not get that
1
Users and stay in bed 24/7 with pads

Table 5.1 Concerns about Assistive Technology

6 out of 45 respondents mentioned concerns that there is not enough information

about the product and seek more information. Additionally, another 6 people

complained about the lack of information about how they can purchase products.

Cost is the other concern that was highlighted by consumers. In addition to this, we

observed a post by a caregiver, which stated that users do not use products.

! 73!
5.3.2 Elderly and Technology

No. of
Theme Example of Responds
Respondents
… existing ways of receiving services and a jump to online
could be daunting
If older people have experience of performing certain tasks
offline, they may assume that these remain the most effective
way for them
Technology … took me through all the steps demonstrating me how to
7
Adoption upload information onto my computer. I have no memory at all
hwo to do this.
… interfered with her love of reading as holding books became
more difficult. I suggested she might consider getting an e-
reader like the Amazon Kindle, a electronic device … but she
wasn't interested.
Technology
Older internet users were more likely to feel in control of their
means 1
life, and less likely to be isolated or lonely.
connected

Table 5.2 Elderly responds in Technology Adoption

Technology and elderly do not associate according to our netnography analysis. 7

respondents indicated that technology is difficult to adopt and elderly people are not

willing to change their traditional way of doing things due to the fact that some

features of elderly people, such as loss of memory and slowness in action, makes

technology adoption even more difficult for them.

On the other hand, only one observation stated that elderly Internet users are less

abandoned and more in control of their own life.

! 74!
5.3.3 Benefits and Drawbacks of Assistive Technology

No. of
Theme Example of Responds
Respondents
Safe Life 1 … safety … are maintained
… can still live independently
Independent
Benefits

4 I have had a life of my own and I want to go on having one for

Life
a very long time
Want to Live in
My grandmother is acquiring dementia but she is still wanting
Their Own 3
to live at her house so we are supporting that
House

Assistive Living … want to remain independent.

3
Means Losing This is the first step to losing my independence
Drawbacks

Negative … stigma of walkers …

Stigma … assistive living technologies … … these products are often
Attached to 3 unattractive, stigmatising … … my sister has one [raised toilet
Assistive Living seat], because she's got arthritis, but if she's got visitors she
Product takes it off. 'Absolutely disgusting'

Table 5.3 Benefits and Drawbacks of Assistive Technology

We observed 8 posts that mention benefits of products. Four of them stated that the

products provide independence. Another three of them mentioned that the product

provides elderly people to get treatments at home. Lastly, one of them stated that the

products provide safer life for elderly.

On the other hand, we observed 6 posts that talk about the drawbacks of the

products. Half of them argued that the products caused more dependent life and that

other half argued that the products caused negative stigmas.

! 75!
5.3.4 Perception of Elderly from Elderly’s Perspective

Responds
nobody ever listens to what old people want or need
The public needs to be educated and adjust its perception of aging
healthy seniors' rather than 'older people'
want to feel a sense of pride in local area
I am more disabled by the reaction of people … … than I am by the
symptoms of the disorder.

Table 5.4 Responds on elderly’s perception from elderly’s perspective

As an overall, we can conclude from above responds that elderly are not happy with

the way the society see them and they have a negative perception about elderly.

5.3.5 Self-Identification of Elderly

No. of
Theme Example of Responds
Respondents
… highlights how important it is to be able to be yourself
Postive 2
whether or not you need care
… how 'old' they feel, and how the 'aging process' has got
them down.
… causing me a great deal of frustration
Negative 4
… she is sad and cries for home
There is a sense of isolation from activities and places that
were considered to be normal.

Table 5.5 Self-Identification of Elderly

4 of the respondents indicated that elderly people define their identification

negatively. Only 2 of the posts indicated positive self-identification. Meanwhile, one of

the elderly blogger stated that he is happy to be able to be himself. Overall, these

findings also indicated negative perception of elderly.

! 76!
5.4 Results from Content Analysis

We divided our findings into four different sections, defined benefits of products,

messages used by suppliers, and target audiences.

5.4.1 Defined Benefits of Assistive Technology

No. of
Term Example of Messages
Observations
We can help you
"Help" 29 … help at the touch of a button
… new and unique device for helping to keep a remote …
… at home with more choice and control
"Home" 20
… independence in your own home
… lets you live independently with the peace of mind
"Independence" 15
… can help you maintain an independent lifestyle
… individual feels safe
"Safe" 14
… be safe and independent in their own homes
… provide effective support to people
"Support" 11
… support elderly citizens and people with disabilities
… simply reassurance that someone is there every minute of
the every day.
"Reassurance" 9
It provides reassurance and peace of mind to the individual
and their relatives
Its so simple
"Simple" 8
With simple and straightforward guidance
It is easy to use
"Easy" 5
… also easy to install
…secure within your own home
"Security" 5
… increase security

Table 5.6 Defined benefits of Assistive Technology

Suppliers use different messages to highlight the benefits of the products. While

studying the marketing materials used by suppliers, we found out that many

producers utilize terms; hence, we summarized the key words that suppliers use to

define benefits. As can be seen, help was the most used key word to define as

benefit. 29 out of 76 marketing materials defined that these products help people.

Additionally, 20 marketing materials defined that these products provide treatment for

! 77!
needs at home. The other most used key words were independence, safety and

support. In addition to these, some suppliers used words such as simple, easy and

security to define the benefits of the products.

5.4.2 Details of Messages used by Suppliers

No. of
Term Example of Messages
Observations
… via your telephone line using the hands free microphone
and speaker built in to the hub.
"Function" 17
It sends a message through to our Telecare team who can help
you with the problem before it becomes serious
… fully trained operator's 24/7 who will respond immediately.
"Service" 3
Lifeline is a 24-hour personal alarm service.
… push of a button if you need it
"How to Use" 11
… simply by pressing a small light weight pendant
Recent research by the Department of Health Highlighted that
over 90% of people with Long Term Conditions say they want
to be more active self-carers and over 75% would be confident
"Factors or in being a self-carer if they had support and assistance,
Evidence from 8 telehealth is enabling this to be achieved by these patients.
Studies"
Professionals see less impact on family members/carers of
people with Long Term Conditions (LTCs) as they start to take
more control of their own health.
Weekly charges include equipment rental and on-going
maintenance and support. There is a one off installation
"Cost" 7 charge.
Coupled with low running costs that need only stretch to the
cost of a text message per alarm.
… Compact and discreet meaning individual feels safe but not
"Feature or
stigmatised.
Design of the 7
The product consists of a pendant which can either be worn on
Product"
the wrist, around the nect or even clipped to a pocket.

Table 5.7 Details of Messages used by Suppliers

The most highlighted message by suppliers tends to be function of the products. 17

of the materials use function of the product in the messages. Additionally, the other

highlighted messages are information of their services, how to use the product,

evidence from studies, cost of the product and feature & design of the products.

! 78!
Additionally, the below table summarizes the slogans that were used to define

assistive technology products in the messages.

Message
unobtrusive system
life save
life saving
for everyone we offer complete peace of mind
your own well-being
keeping you safe at home
its so simple, its obvious
always there for you, day or night
why you need one
give you and your loved ones peace of mind
independence with The Aid of Technology

Table 5.8 Slogans used in Assistive Technology

There are clear messages, which were used by suppliers, that assistive technology

can help to provide independent, safe and secured life in their own home and these

messages were stereotyped and almost every supplier used same kind of messages.

5.4.3 Target Audiences

No. of
Message Example of Messages
Observations
It can also give your loved ones reassurance that your
personal safety is being monitored every day.
The desire to live independently at home with more choice and
control over your own well being has never been stronger. We
can help you.
Users 28
With the remote monitoring provided by your Telehealth service
you may find that you become more independent and feel you
are more aware of your condition.
We all value our independence and a telecare alarm will help
you keep yours.
No-one can predict when or why they might require help in
their home
Family/Carer 6
Let you know via test message when somone has had a fall or
become incapacitated.

Table 5.9 Responds from Target Audience

! 79!
Among our 76 observations, 28 materials targeted elderly directly, addressing them

as “you” and gave them a reason why they need these products. The above table

has some examples of those messages. In these messages, they focused on

independence and peace of mind for their families. In addition to these, we observed

6 messages, which target families or caregivers and they emphasized that the

unfortunate event could happen anytime; they should be ready and feel secured by

providing these devices to their parents.

Moreover, we observed 16 messages, which targeted family members and gave

them messages such as “It can also give your loved ones reassurance that your

personal safety is being monitored every day”. As discussed earlier, these messages

emphasizing safety as the benefit of the product. Besides, 5 messages, which target

families/caregivers, tend give messages detailing the evidence, such as “This tried

and tested solution has been a life saver for thousands of people who have fallen or

collapsed”.

5.5 Limitations

All websites, which are containing copyright statement, were ignored; but it did not

affect the sample significantly, as most of the merchants are smaller companies and

do not copyright their website content.

5.6 Conclusion

Our netnography analysis proved that elderly people have negative perception about

the identity of the elderly. Moreover, the netnography analysis showed that people

defined assisted living products as stigmatized and caused more dependence. On

! 80!
the other hand, some of the posts indicated that some people defined the benefits of

assisted living products as safety, independence and treatment at home.

Furthermore, we found out that people have concerns about cost, lack of information

and unwillingness of using assisted living products. Our netnography analysis also

proved that elderly people are not willing to adopt a new technology.

In addition, our content analysis shows that suppliers of assistive technology tend to

highlight a happy and safe life for the elderly. Moreover, we found out that suppliers

both target the elderly and their families/caregivers in their marketing materials.

When they target elderly people, they highlight independence and peace of mind for

their families. Meanwhile, when they target their families/caregivers, they highlight

safety in their messages. Moreover, suppliers tend to give information about function

of the products, their services, how to use products, evidence from studies, cost of

the products and features of the products in their marketing materials.

In the light of these findings, we will construct our interviews and focus groups to

further develop our understanding on these issues.

! 81!
 Chapter Six

Interviews

! 82!
CHAPTER
OVERVIEW

This chapter outlines the

process taken to gather primary

data from middle age and

respondent in order to find data

that provides the pathway for

our focus group. In this chapter,

the development of interviews

will be firstly dealt. Then,

interview testing and controlling

bias will be discussed. At the

end, the results and discussion

will be examined.

! 83!
6.1 Introduction

We decided to conduct individual interviews to further develop our findings from

netnography and content analysis. The interviews provided us with the primary data

about family decision-making, information sources, perceptions of general technology

and assisted living products, consumer involvement and senior people’s identity and

social interactions.

6.2 Interview Procedure

The interviews were conducted by all members, in places proposed by the subjects

or in a café specifically selected by the team for its comfortable and private setting.

Although the length of interviews varied depending on introduction and rapport

building stage, on average they lasted 40 minutes. In order to mitigate the

weaknesses and biases, we closely followed the design described in methodology

section.

Using literature, netnography and website content analysis, we constructed an

interview guide to structure interviews. We posed open questions and were flexible

with question timing to allow the natural flow of the conversation.

! 84!
 Author! Key Issue! Background Theory! Questions!
- Individuals are particularly
concerned about how other's
opinion on them.
Martin, - They want to present themselves
Leary Self as attractive. - Being elderly means…
and Presentation - All the people are motivated to - How would you feel if you
Rejeski of Concerns! impression manage about their would need assistance? !
(2000)! physical and psychological
confidence.
- Elderly people need to identify
with others.!
- Elderly have willingness to confirm
other expectations.
- They need something protective
- How would you describe the
response to social losses.
Wooten Social feelings of a person, who is
- Individualism culture -
and Reet Normative regarded as not be able to
independent, able to work and clear
(2004)! Influence! live independently by society?
performance.
!
- They do care of self-esteem and
this has negative correlation
relationship.!
- Self-presentation concerns playing - What do you think about the
important role in determining the product, which provide
impact of dissociative influence. assistance to live
White Dissociative
- Therefore consumer will avoid independently and safely?
and Dahl Reference
product with negative symbolic Explain the range of products
(2006)! Groups!
implications, exhibit negative and ask what do you think
attitude towards life style, which about these range of
they try to avoid.! products? !
- Actively providing information? - If you are buying something
(Influencer) within the family what is the
- Who start or acknowledge the normal process?
needs of it? (Initiator) - Is there any difference when
Family - Are you the one who controls the you are buying cheaper or
Sheth
Consumption flow of information? (Gatekeeper) more expensive product?
(1974)!
Roles! - Do you hold power to decide what - What do you do when you
to buy? (Deciders) see any product, which can
- Are you the one who actually go help your family member?
and buy? (Buyer) - What about when you get
- The actual User (User)! some useful information?!
- The perceived importance of the - Have you ever heard of
product (It’s personal meaning) assisted living product? What
- The perceived risk associated comes to your mind when
with the product purchase, which in you first heard of it?
turn has two facets - the perceived - Would you consider
importance of negative assisted living product as
Laurent consequences in case of poor something important or good
Measuring
and choice and the perceived to have for your parents now
Consumer
Kapferer probability of making such a or in the near future.
Involvement
(1985) mistake (Bauer, 1967). - If you are getting these
- The symbolic or sign value products for your parents as
attributed by the consumer to the gifts, how does it make you
product, its purchase, or its feel?
consumption. This differentiates - Do you think your parents
functional risk from psychosocial will be happy to get these
risk (Bauer, 1967). products as a gift?

! 85!
 - If you purchased assisted
- The hedonic value of the product, living products for your
its emotional appeal, its ability to parent, what would make you
provide pleasure and affect. think you’ve made a poor
choice or a mistake?
- A Model of Innovation-Decision
Process (5 stages): Knowledge,
Persuasion, Decision,
Implementation, and Confirmation.
- The Knowledge Stage: The
individual becomes aware of the
innovation's existence and gains
understanding of its function.
Individuals tend to expose
themselves to ideas that are in
- Would you keep yourself
accordance with their interests,
informed with new
needs, and existing attitudes
technology? (Where do you
(Selective Exposure). Individual
get the information from?)
tends to interpret communication
- If you were showed about a
messages in terms of the
new technology, which is not
individual’s existing attitudes and
necessary for you, would you
beliefs (Selective Perception).
seek to learn more?
Rogers Diffusion of - The Persuasion Stage: The
Do you know assisted living
(1995)! Innovation! individual develops a favourable or
products?
unfavourable attitude toward the
- What source of information
innovation based on the information
would you believe as useful?
acquired. Individual actively seeks
- If you concern about the
information about the new idea,
uncertainty of this product,
decides what messages he or she
where would you get the
regards as credible, and decides
information from to reduce
how he or she interprets the
this feeling?!
information that is received.
Individual seeks innovation
evaluation information, messages
that reduce uncertainty about an
innovation’s expected
consequences. The formation of a
favourable or unfavourable attitude
toward an innovation does not
always lead directly or indirectly to
an adoption or rejection decision.!
!

Table 6.1 Interview Guide

To introduce assisted living products to interviewees, we used images of three

sample products (see Appendix 3): pendant alarm, which is widely known as

assistive; the blood pressure monitor, which might not be considered assistive; and

kitchen minder, which is seen as innovative. The team explained each product, and

respondents were encouraged to move beyond these three samples.

! 86!
The sample was divided into two groups: middle-aged respondents (35-64 years old)

and senior respondents (65 years and over). The participants were recruited on the

convenience basis, by placing adverts in social spaces in Bath city centre and

contacting local community centres, and the subjects must be over 35 years old.

Using theoretical sampling, we recruited by approaching people in the public spaces

of Bath. This approach allowed us to make sure that the sample includes

representatives of different ages and genders.

The sample consisted of 8 people aged 35-57, 6 females and 2 males; and 14

people aged 66-82, 8 males and 6 females. All subjects are residents of Bath and

representatives of British national culture. Data gathering finished once a thematic

level of consistency between the responses was achieved (Morse 2007).

We have transcribed the interviews manually (see Appendix 3) and read through the

transcripts to identify themes in the answers and form patterns. To assist the

development of themes, we used memos recorded by the team during the interviews.

As the themes emerged, we created categories using Nvivo software and went

through the transcripts again, this time line by line, assigning all relevant words and

phrases to developed themes. Then the amount and significance of information were

analysed, taking into account how many respondents mentioned each topic, and how

strong their opinion was. This allowed us to select main categories; we then formed

conceptual theories described in the discussion chapter. We divided our findings into

four main sections: technology adoption; family decision-making; consumer

involvement; and the last section, consumer identity and social interactions.

! 87!
6.3 Results

6.3.1 Technology Adoption

In this section, the adoption of general & assistive technology of both elderly and

middle-aged respondents was analysed.

6.3.1.1 Themes from Elderly Respondents

No. of
Theme Example of Responds
Respondents
Awareness of Yes, we have a friend who is using a pendant alarm. These are
11
Assistive Technology absolutely essential in modern living. (R16)
No Awareness of
3 I didn’t quite understand what they mean. (R5)
Assistive Technology
Actively Seeking
I am on the Internet quite a bit looking at what’s new, picking up
New Technology 5
what’s new on Twitter and Facebook and things like that. (R1)
Information
Passively Seeking I never uh want technology, or for the sake of a new model, or a
New Technology 9 new toy, uh if I feel the need of technology, I will go for it, but then
Information will not go to get a new model, or keep upgrading. (R13)
Positive Perception
These are excellent. Now this one [points at kitchen minder]. I am
to Assistive 2
curious about this. That’s excellent, superb. (R16)
Technology
Negative Perception Maybe in 15 years time, I’ll need these things but I can’t really
to Assistive 10 visualize it as the moment. Actually you probably don’t want to
Technology imagine at all. (R18)

Of the product and usually we stick to one name, that we like, like
Brand Name 2 sony or we probably look at there product first and probably, and
carry on with them. (R14)
… certainly older than I am, are going to find it a bit difficult to use
and perhaps a bit fearful of it. (R1)
Complexity 6
I found it a struggle, my computer, my mobile phone, everything. So
I get what I need, and leave the rest alone. (R15)
Attributes of Innovations

With something like that (kitchen minder), if I get more absent

Compatibility 2
minded, but I don’t want something as big as that. (R9)

Because people want to stay in their own, they want to be

independent, they don’t want to go into old peoples home. (R17)

I guess that people who’ve been serious ill but who are consider to
treat back home, you know, rather than staying in continuous care.
(R20)
Relative Advantages 14
… it means it may give peace to the carer or the family, because it
gives peace of mind. Also (it gives) the person a peace of mind.
(R9)
They are buying this because they want to monitor their blood
pressure everyday, which is easier to do it yourself rather than go to
the GP. (R18)

! 88!
 Interpersonal
one of my son when he was over here, he was coming to try help
(in the Knowledge 3
me , try to persuade me to get myself a new laptop computer. (R3)
Process)
I’m on the Internet. (R1)
Information Sources

Mass Media
(in the Knowledge 8 … on the television. (R13)
Process) Publications, TV, radio, newspapers. (R16)
if my health, I will start with my G.P. (R13)
Interpersonal
We wouldn’t have bought that except one of my relations said it is
(in the Persuasion 13
good. (R18)
Process)
I suppose maybe go into shops and ask for advice. (R8)
Mass Media I usually follow it in the papers , the medical. (R14)
(in the Persuasion 10 I also look for what people think of them on the website and
Process) magazine. (R18)

Table 6.2 Themes from Elderly Respondents

In the knowledge process, a majority of the elderly respondents were aware of

assisted living products; nonetheless, most of them were unacquainted with

categories of “Assistive Technology” and “Assisted living products”. When the

sample products were shown, most of the respondents recognised the blood

pressure monitor, claiming they had seen or owned one. The next recognisable

product was the pendant alarm. About half of the respondents were familiar with the

concept; but only one lady mentioned that she was using it at home. At the other

extreme, the kitchen minder was the least recognisable sample product and most

respondents required more information to understand its functions and benefits, even

after a short explanation. This is symptomatic of the elderlies’ resistance to

technology; only 5 of the elderly respondents stated they would actively search for

information about a new technology (general technology). The rest of the group

claimed that they usually kept themselves away from new products. Most

respondents knew one or more assisted living products; however, their knowledge

was relatively limited compared to their understanding of general technology, and all

of them acted passively on seeking related information.

! 89!
In the persuasion process, there were several attributes that the elderly mentioned as

concern and important about buying a new technology. 2 respondents said they

would go for products with big brand names, and 6 of them, mostly females, would

worry about the complexity of products. Some respondents stated that they might be

too old to use technology, and struggle with learning new skills. Some of the

respondents stated that AT might even frighten them. Only a minority worried about

compatibility of the products with their houses and themselves.

All of them, moreover, recognised the relative advantage of AT of keeping them

individual and safe. They appreciated the products and considered them to be

helpful. 4 of them also claimed the products could enable people stay at home for

longer, rather than go to hospitals or care houses. Some of the respondents also

highlighted that AT would be beneficial for the government and society. Several

respondents said it would help reducing medical or health related expenses,

decreasing discomfort, isolation and reducing human assistance. Besides, 2 of the

respondents stated that they would choose the products, if they could solve specific

problems, such as helping his grandson doing diabetes injections. Surprisingly, at

this stage, the respondents in both groups were not concerned about observability

and trialability. These attributes of an innovation may be less important in attitude

formation stage, regarding to assistive technology. Additionally, we found that 2

respondents showed positive perception of the products; they described them as

“great ideas” and “excellent”. A vast majority, however, held negative perception, and

totally rejected the idea of using aids, because they could not imagine being

dependent on them, or because they did not see the need.

! 90!
In terms of informational channels, all respondents mentioned both mass media

sources and interpersonal sources quite frequently in both process stages. Mass

media dominated the knowledge process, and interpersonal sources were used more

in the persuasion process, which is consistent with Rogers’ (1995) findings. Amongst

mentioned (e.g. television shows, newspapers, magazines, internet websites etc.),

the Internet was the most used as a source of information about new technology.

Several respondents also mentioned “Which” magazine would be a reliable source,

and a few mentioned a TV show called “Click”.

On the other hand, among interpersonal sources (e.g. friends & relatives, GPs &

other experts, salesmen etc.), the elderly respondents chose the option of going to

stores in person and asking salesmen for specific information more than the middle-

aged (which is showed in the next section). When buying decision relates to health,

10 of the respondents relied heavily on experts’ opinion. Friends and relatives were

equally convincible for them as well but they seldom apply assisted living products to

themselves (or their parents, for middle-aged respondents) when they saw someone

using them. Those products were rarely appeared in their conversations. However,

one lady who is using pendent alarm and hearing aid, and has benefited from those

devices, showed her willingness to talk to people about her experience.

6.3.1.2 Patterns and Discussions for Elderly Respondents

In general, our study suggests that the elderly are still conservative in using new

technologies, consistent with the results from Giuliani, Scopelliti & Fornara (2005)

and Wylde (1998). Although the elderly respondents have come across assistive

technology in their daily lives, they knew little about it. Moreover, our respondents

! 91!
tend to act passively when seeking new information, especially regarding to assistive

technology. They presented little interest in these products so that being selectively

exposed. However, when they were exposed to the certain information, it was

possible for them to have a positive or negative perception of the products. Almost all

respondents described the products as “useful” and “helpful”, but if they apply the

products to themselves, they tend to have negative perception. A few elderly

respondents have not built a strong attitude, which may lead to a buying or rejecting

decision, main reasons are lack of knowledge, and lack of motivation to process

information regarding to assistive technology. The elderly also respondents would

consider the brand name, complexity, compatibility and relative advantages of an

innovation. They realized most benefits that assistive technology could bring,

especially independence and safety. Based on the information about the products,

our respondents tend to form a positive attitude, by thinking of the other people using

the products rather than themselves.

Overall, the results on information sources were in line with Rogers (1995) and Ahn

(2004). The elderly respondents used Internet frequently searching for new

information if they were interest in a certain product. Regarding to health related

products, they relied on experts’ opinions.

! 92!
6.3.1.3 Themes from Middle Age Respondents

No. of
Theme Example of Responds
Respondents
Awareness of
5 My mom had one. (R10)
Assistive Technology
No Awareness of
3 I don’t know, can’t think of any then. Not drop of my head. (R4)
Assistive Technology
Actively Seeking uh I am quite interested, but I would not just go on the internet, I
New Technology 2 wouldn’t know what to look for, but I do like watching the program
Information CLICK. (R2)
Passively Seeking
New Technology 6 I’m not really curious about new technology. (R7)
Information
Positive Perception
I think it will be very useful, because kitchen safety is one of the big
to Assistive 4
things for elderly people. (R12)
Technology
Negative Perception
to Assistive 3 Complicated.(R21)
Technology

I will look at best value, I will look at longevity, because for some
things like dish washers and washing machines, you don't want
Quality 2
something that only lasts two years, you want something that has a
longer life. (R6)
Complexity 5 They couldn’t really use it, because it’s not very easy. (R7)
Attributes of Innovations

I would find out how it works to make sure she couldn’t switch it off
or mess around with it. (R21)
Compatibility 7 Like this cooker (kitchen mider), if it just giving messages every
hour, then that’s gonna be a pain, so it has to be really designed
well. (R7)
I think it will be very useful, because kitchen safety is one of the big
things for elderly people. (R12)

It’s great for people that have white coat syndrome, they won’t have
Relative Advantages 8
to go to the doctor, and they can do it at their own home. (R10)

She lives in an assisting housing place. They are all very very safe
together. And they are all great friends together. (R6)

Interpersonal
(in the Knowledge 6 I mean the internet, word of mouth, is I think the biggest one (R10)
Process)
Mass Media
We read about it, in papers or magazines, we see it on the
(in the Knowledge 8
Information Sources

television, or we get told about it by the medical professions. (R12)

Process)

Interpersonal …from an expert I do like to do that. (R2)

(in the Persuasion 6
Process) And then talk to people perhaps uses similar things, to see if that’s
helping. (R6)
If it’s more general technology, like a new phone, new television,
Mass Media then my husband would read about it, probably in newspaper or
(in the Persuasion 7 magazine. (R12)
Process) And then I will check online. And I will definitely read the reviews,
like who like this, why they do. (R7)

Table 6.3 Themes from Middle-aged Respondents

! 93!
In the knowledge process, 5 of the respondents knew assisted living products since

either their parents or neighbours were using them. However, similar to the elderly

group, most of them were not familiar with the term “Assistive Technology”. The

same theme appeared in the middle-aged group regarding to recognise the sample

products. Surprisingly, there was less proportion of middle-aged respondents were

actively seeking technological information, compared to the elderly group.

In the persuasion process, two out of eight middle-aged respondents concerned

about the quality of products before buying. 5 of the respondents were also worried

about their parent might not understand and use the products. Moreover, a great

majority of the respondents presented that compatibility was an uncertainty that

whether the products would install and work properly for their parents. Same results

as the elderly group, all respondents realised the relative advantages that assisted

living products could bring. 6 of them claimed that the products might make users

more independent and safer; therefore they considered them helpful. Same benefits

as the findings from the elderly group were highlighted in middle-aged group as well.

Comparatively, the middle-aged respondents appreciated the benefits and a few of

them stated their parents might be in need, but they refuse to use. Observability and

trialability did not concern the middle-aged respondents, same as the elderly group.

The biggest concern for the middle-aged group tends to be whether their parents are

going to use the products. In addition, half of the respondents found the products

impressive but the other 3 of them had negative perception of assistive technology

due to the stereotype of complication or high cost. Several of them also mentioned

their parents were not in the stage of using these products yet.

! 94!
Regarding to the information channels, mass media was slightly overweight in both

knowledge process and persuasion process. Internet was the most frequently used

to find more information of a new technology. Similar to the elderly group, online

reviews played an important role in evaluating the products. On the other hand, 5 of

middle-aged respondents also valued experts’ opinions when dealing with health

related products. Additionally, social network was another popular source. Besides,

two out of eight respondents said they might ask salesmen for more information.

6.3.1.4 Patterns and Discussions for Middle-aged Respondents

The patterns in the middle-aged group are similar to the elderly group in the

knowledge process. In the persuasion process, they concerned about the product

quality, complexity, compatibility and relative advantages. Respondents highlighted

the compatibility in our study, which could be a main uncertainty before they made a

purchasing decision. Particularly, our result suggests if the products are easy to

install and use, it is more likely to gain a positive perception of the middle-aged

people. Respondents in this group valued the relative advantages of the products

more than the elderly group did; however, a concern of their parents’ attitudes was

stopping them from buying. Generally, they have positive perception towards

assistive technology but there is a big uncertainty, which comes from their parents. In

addition, among information sources, mass media plays an important role in both

knowledge and persuasion processes. Apart from traditional sources such as

television shows, newspapers and magazines, middle-aged respondents will use

Internet and online reviews more than the elderly do. The pattern of using

interpersonal sources to find new information is similar to the elderly’s.

! 95!
6.3.2 Family Decision Making

In this section, we analysed both elderly and middle-aged respondents for roles in

the buying decision making on general technology and assistive technology.

6.3.2.1 Themes from Elderly Respondents on General Technology Buying

Process

No. of
Theme Example of Responds
Respondents
That’s it. That’s it I want it. I am that kind of person, you see. I just
have to have it.. .. I can be very impulsive. I am an impulsive buyer.
Buyer 11 (R1)
But just two of us together if we were buying something. (R17)
Other Roles of User(s)

I will decide which one I needed to be good at, and don’t pay
money I don’t needed to be good at. (R15)
Decider 12 We just decide between ourselves, go to the shops. (R22)
I would probably make decision by myself, for something domestic
like that. (R9)
I will read the witch magazines (R15)
Initiator or … just go to a store and say oh that’s pretty much what I want, so I
6 get them..(R14)
gatekeeper
Publications, TV, radio, newspapers. All the forms of publicity that
you can get.(R16)

Buyer 1 … all my kids got together and they actually bought me one (R19)
Participants in Buying Decision Apart from User and Their

I said to my wife I was attempted to buy it. “You don’t need a

Decider 1 camera. You’ve got one.” My wife said. So I don’t need a camera
and I don’t need to think about it. (R18)
I tend to go for experts. I don’t tend to go blogs and Wikipedia stuff
(R19)
I have got a nephew who is very technologically minded. Or my
children; they know more than we do (R22)
I suppose maybe go into shops and ask for advice. Perhaps
specialist magazines, to look at those (R8)
Roles

Influencer 13

I would find out if I knew of anyone or a reliable source of

information that can guarantee that it was a successful item.(R16)

I would look to see what other people have to make my own

mind.(R9)

Interviewer: How do you usually find out about new technology, any
kind of technology? Interviewee: Through my husband. (R17)
Initiator or
8
gatekeeper … my son he was trying to persuade me to get a new laptop and so
on and attend these classes which … …where I could learn some
of the techniques which will be helpful to me… (R3)
Table 6.4 Themes from Elderly Respondents on General Technology Buying

Process

! 96!
As can be seen in the table above, majority (12) of users decided what to buy, 11 out

of 14 respondents answered that user was a buyer, and 6 respondents highlighted

that they acknowledged the product themselves from different information sources

and became an initiator. Furthermore, there was merely no difference between

genders.

In addition, 13 of the respondents stated that others influence them in decision

making; the common point they highlighted was to get more information from

someone, who has better knowledge in technology than themselves, such as

younger family members or experts. 8 of respondents mentioned that they learn the

existence of new technologies through interaction with other people. Moreover, one

respondent highlighted that his family bought new technology for him and another

one said only non-user made decision, which was his wife in this case.

! 97!
6.3.2.2 Themes from Elderly Respondents on Assistive Technology Buying

Process

No. of
Theme Example of Responds
Respondents

At the end I find my own way but I got 6 different medical opinions. I
Other Roles of

don’t like to get just one opinion but want to get more opinions.(R9)
User(s)

Decider 3 I would then say, the manufacturer of the product is not

independent. Maybe they paid the doctor to promote them... (R18),
…I don’t trust things like that. When you get older, you don’t trust
people (R18)

Interviewer: so as I understand, anything related to your health, the

Participants in Buying Decision Apart from

experts are the representer of your decision? Interviewee: yes.

Decider 4 (R22)
… Doctor. Very important. Don’t just go and buy staff.. (R5)
For the sake of my son who lives an hour and quarter away I would
User and Their Roles

be happy to have something like that if it made him feel happier…

…if he wasn’t living in the same house then I think that is excellent
as you are getting older. Definitely. (R17)
Influencer 11 …think I’ll start with medical opinion first. (R9)
I suppose obviously you ask your doctors, they have their
recommendation (R20)
Well we wouldn’t have bought that except one of my relations said it
is good. (R18)
… she goes to a club or a church or something like that and
Initiator or
5 somebody said: “I got wonderful piece of equipment”. …think about
gatekeeper
it. (R17)

Table 6.5 Themes from Elderly Respondents on Assistive Technology Buying

Process

As the table shows above, only 3 of respondents stated that they decided to buy

assistive technology. In terms of participants’ roles in decision-making process, the

theme is similar to what we have found from general technology. 11 of the

respondents stated that others influenced them. The most influential participants

were medical experts, friends and relatives. There was slight difference between

genders where male respondents were more determined, persistent and less

influenced by family than female ones. 5 respondents said initiators were family and

friends. Additionally, 4 of the respondents identified medical experts as deciders and

emphasised their importance in purchase decisions of assistive technology.

! 98!
6.3.2.3 Themes from Middle-aged Respondents on Assistive Technology

Buying Process

No. of
Theme Example of Responds
Respondents
She needs the walking stick. … got her one(R7)
Family Participants' Role in Buying

Buyer 2 Actually there was one thing that I have bought for my mom that is
a technological thing is the Dorset box. (R21)
I suppose if it was about my mother, …what I wanted to do for her
Decider 3
(R12)
Decision

My dad, he has serious hearing problems, he watches TV, you

close the door and you can hear it from another end of the house.
Influencer 7
… And I told them many times, go to the doctor… “… you need a
hearing test, because you don’t hear anything.” I talk like this…(R7)

I know other old people who use them, and so when she was going
Initiator or
6 back home after her accident, we suggested to her that she should
gatekeeper
get this. (R11)

Table 6.6 Themes from Middle-aged Respondents on Assistive Technology

Buying Process

According to the table above, 7 out of 8 middle-aged respondents identified

themselves as an influencer. Additionally, 6 of them highlighted that they introduced

the technology to their parents. Meanwhile, 3 of respondents were deciders of the

purchase decision for their parents. Two of them have already bought assisted living

products to their parents.

Moreover, we found that buying assistive technology was not a big concern for

middle-aged respondents; nonetheless, they respected users’ perception to the

products. This is the reason why more respondents acted as initiators and

influencers but few as deciders and buyers. They would leave the decision to users

and respect their decisions.

! 99!
6.3.2.4 Patterns and Discussions

There is a huge difference between the roles of users in purchase decisions of

general technology and assistive technology. Our analysis on general technology

products shows that user is a decider, a buyer and an initiator; nonetheless,

regarding to assistive technology, user is neither a buyer nor an initiator. In other

words, elderly people are not willing to use or be exposed to information of assistive

technology. The reason behind this reluctance will be dealt in the later sections. On

the other hand, middle-aged people are willing and ready to purchase the products;

nevertheless, they have concerns about whether the elderly will adopt the products.

To conclude, that elderly people are deciders and users of assistive technology,

meanwhile their children will be initiators, buyers and influencers. However, if the

elderly hold negative perception, their children, who are willing to buy for their

parents, may reject the products in respect of their parents’ view.

6.3.3 Consumer Involvement

In this section, we analysed both elderly and middle-aged groups to get in-depth

understanding of product importance perception, consumer perceived risk, perceived

sign value of product and hedonic value of product.

! 100!
6.3.3.1 Themes of Elderly Group

No. of
Theme Sub themes Example of Responds
Respondents
Important 4 These products are absolutely essential. (R16)
Product Importance
Not Important 10 At the moment I don’t need anything like this (R19)
High 3 I would look at these products very seriously (R16)
Consumer Perceived
I am an impulsive buyer, I wouldn’t think too much when buying
Risk Importance Low 2
(R1)
12 I would rely on my self because I know the best, I’ll make my
Self Sufficiency (High) own decision (R18)
and Independence 2
*No specific responses.
(No perception)
9
I’m not sure whether it can help people (R18)
(High)
Need Uncertainty
3
I don’t feel ready for it yet but I would when I get older (R17)
Consumer Perceived (Low)
Risk Probability 10
I always look at the price band (R15)
Transaction (High)
Uncertainty 4
*No specific responses.
(No perception)
9
I don’t know half these things exists in the market (R17)
(High)
Market Uncertainty
5
*No specific responses.
(No perception)
Negative 4 They are for elderly, fragile, disabled, thrilled people (R15)
Consumer Perceived
No Perception 1 I really don’t know. I think attitude could be better. (R17)
Product Sign Value
Positive 9 They are helpful, insuring, useful and interesting. (R1)
Product Hedonic Negative 10 Fear, worries, sad, dislike, resist, etc. (R16)
Value Positive 4 Feeling secure, independent, safe, less sorry, etc. (R1)

Table 6.7 Themes of Elderly Group

6.3.3.1.1 Product Importance Perception

Through Nvivo analysis we found that the majority of our elderly participants (10 out

of 14) did not rate assisted living product as something important and relevant to

their lives. In addition, they did not show any particular interest of buying these

products. For example, a participant clearly indicated, “buying is not a direct

interest.” To the majority of the participant, they do not desire to obtain a goal or

satisfy a need through the consumption of assisted living products (Bloch and

Richins, 1983). On the other hand, four participants indicated that assisted living

products are very important to them because they have already purchased similar

products and they are satisfied with the usage of the product. For example, a

! 101!
participant said these products are absolutely essential because she has been able

to live more independently since the purchase of a pendent alarm.

6.3.3.1.2 Consumer Perceived Risks

The theme of consumer perceived risks is divided into two subthemes: risk

importance and risk probability. In terms of the participants’ perceptions regarding the

risk importance, i.e. the perceived importance of negative consequences arising from

a poor purchasing choice (Laurent and Kapferer, 1985), only five out of fourteen

elderly participants had given their opinions. Three of them see the risk as very

important. On the other hand, two participants see the risk as not important. For

instance, they describe themselves as impulsive buyers and would not think too

much when buying.

Regarding the risk probability, four sub-themes including self-sufficiency and

independence, need uncertainty, transaction uncertainty and market uncertainty are

analysed based on the responses of participants, to identify the perceived probability

of making purchasing mistake (Laurent and Kapferer, 1985). First, among all fourteen

elderly participants, they demonstrated a very high self-sufficiency and

independence. Responses like “I would only reply on myself when making a

purchasing decision” and “I generally been telling other people what to do, rather

than being told” were really representative.

Additionally, the elderly participants showed relatively high need uncertainty. The

majority of the group (9 out of 14) commented, “I could not follow things like assisted

living products”. In other words, they were not sure whether it can help themselves or

! 102!
not. For those people who demonstrated lower need uncertainty (3 out of 14), they

have either used assisted living products before or obtained more knowledge of this

particular product category through different information sources such as magazine,

newspaper and the Internet. It is encouraging to see that these non-existing users

said they would feel ready for these products in the future.

Furthermore, our elderly participants had demonstrated high transaction uncertainty.

They stated that they are often very careful with money and do care about the price

band (Lumpkin, Cabellero and Chanko, 1989; Dychtwald and Gable, 1990). Some

elderly participants even commented that they would never buy anything expensive.

In addition, they are satisfied with their current life quality very much. A common

response was “I have already got everything I want in my life.” Given such, if their

families get them a very expensive present, they would not be very excited about it.

In fact, a lot of participants would not be happy at all because they think it is a waste

of money.

Finally, elderly participants had high market uncertainties. They were unfamiliar with

the assisted living product category. The evidence was that they did not know half of

our sample products actually exist in the market. Additionally, they indicated that they

tend to go for brand names if they do not know too much about the product.

However, they cannot think of any assisted living brands in the marketplace.

6.3.3.1.3 Perceived Sign Value of the Product

The theme of perceived product sign value aims to find out how participants tell

about a person that uses assisted living products (Laurent and Kapferer, 1985;

! 103!
Rodgers and Schneider, 1993). In simple terms, to understand what does assisted

living products mean to them (Hirschman and Holbrook, 1982). Our elderly

participants have different views regarding this theme. The majority of the group

commented quite positively on these products. They thought the products are

helpful, insuring and even interesting. They would not judge other people who use

these products but they do feel a bit sorry for them. On the other hand, a few

participants think these products have negative signs. They thought the products are

for elderly, fragile, disabled and thrilled people only. In addition, they considered

“these people are in bad positions of their lives”. Moreover, there was one person

had no perception regarding this theme. This participant could not name any signs

but he thought the attitude of general public regarding these products could be

better.

6.3.3.1.4 Hedonic Value of the Product

The final theme is the hedonic value of the product. It is about whether or not

assisted living products can provide consumers emotional appeals and pleasures.

The result showed that elderly participants considered assisted living products have

negative emotional appeals. Most of the elderly participants (10 out of 14) suggested

that when they consider themselves using these products, they would have some

negative emotions such as sadness, anxiety, fear, and resistance. Furthermore,

elderly participants indicated that assisted living products are unlikely to bring

pleasures. That is, these products are not fun. A frequent explanation was these

products are quite functional and practical. They are not something like a bottle of

wine, or something that carries a lot of emotions.

! 104!
Nevertheless, even though the perception is quite negative, four elderly participants

mentioned that these products have positive emotional appeals, such as making

people feel secure, independent, and safe. This opinion comes from those people

who have used these products or have seen other people got benefits from using

them.

6.3.3.2 Themes of Middle Age Group

No. of
Theme Sub Themes Example of Responds
Respondents
If my parents are in similar situation, I will definitely buy
Important 2
Product Importance something like these products (R6)
Not Important 6 They are not necessary I think (R7)
Consumer Perceived High 5 I would worry about if it really going to work (R11)
Risk Importance No Perception 3 *No specific responses.
6
My mom is quite independent (R2)
Self Sufficiency (High)
and Independence 2
*No specific responses.
(No perception)
I never know what to buy for my parents. You have to talk to
6
the people who are going to use them, because if they are not
(High)
Need Uncertainty prepared, you are just wasting money (R12)

Consumer Perceived 2
*No specific responses.
Risk Probability (No perception)
5 We do have the money to buy things like this. So ig we needed
Transaction (low) to get them we could just do (R12)
Uncertainty 3
*No specific responses.
(No perception)
1 I tend to rely on brands and country of origin when buying
(High) products that I am not sure about, like these products (R6)
Market Uncertainty
7
*No specific responses.
(No perception)
Negative 2 It reinforces the fact that you are old (R12)
Consumer Perceived
No Perception 1 I don’t know, I can’t think of any then (R7)
Product Sign Value
Positive 5 They are helpful, can build people’s confidence (R6)
People will feel reluctantly grateful; embarrassed, horrified. It is
Negative 6
Product Hedonic not a fun present either (R11)
Value It actually makes me feel safer and better if my parents use
Positive 2
them (R12)

Table 6.8 Themes of Middle-aged Group

6.3.3.2.1 Product Importance Perception

The result of this theme in the middle-aged group was found similar to the elderly

group. They considered assisted living products as something unnecessary to their

! 105!
parents. For example, a representative explanation was that they thought their

parents would not need them at current stages of lives. Nevertheless, even though

the majority of the group (6 out of 8) thought assisted living products are not

important, two participants had different opinions. They indicated that people

including themselves and their parents should be more open-minded about these

products. These products can be quite important or even essential to some people.

Moreover, they said if their parents were in a situation that lacks of independence or

needs help, they would definitely like to buy some of these products, such as a

pendant alarm.

6.3.3.2.2 Consumer Perceived Risks

Regarding the risk importance, in the middle-aged group discussion, we found out

that they all have opinions regarding risk importance at the first place and there are

five of them rate it high. For example, they said they would worry about if these

products really going to work when making the purchasing decision.

Regarding the risk probability, as similar with the elderly group, the middle-aged

group participants also considered their parents very tough and independent. They

pointed out that their parents may consult them when making a purchasing decision

they are not sure about, but they will make the final decision by themselves.

Additionally, in the context of the middle-aged group, we found out that they would

have a high need uncertainty as well, even higher than the elderly participants. Some

of the participants said they often feel anxious about getting something for their

parents because they are not sure if they need it or like it. Regarding to assisted

! 106!
living products, they acknowledged more concerns when buying these for their

parents because they are not sure if their parents would need something like that.

Even if they are very sure their parents are in need, they started to worry if their

parents really going to use them. For example, one participant pointed out, “You

have to talk to the people who are going to use them, because if they are not

prepared, you are just wasting money.”

Moreover, the middle-aged group had much lower transaction uncertainty in

comparison with the elderly group. They said they do have the money to buy things

like assisted living products. If they needed to get something like that they could just

do it.

Finally, middle-aged respondents showed identical results with elderly group in terms

of market uncertainties. On top of importance of a reliable brand, they said the

country of origin; the efficiency of the distribution channel and the reputation of the

retailer store are vital.

6.3.3.2.3 Perceived Sign Value

The middle-aged participants showed exactly the same result. Most of them think the

products can help those people in need and build confidences for them because they

would feel safer. A small number of people indicated that the product sign is in fact

very negative because it reinforces the fact that the user is old. Other than these

views, one participant had no perception. She could not think of any particular

product sign attached to our products.

! 107!
6.3.3.2.4 Hedonic Value of the Product

As in the elderly group, middle-aged participants also considered assisted living

products have negative emotional appeals. They said their parents would feel

reluctantly grateful; embarrassed; or even horrified when they buying these products

for them. In addition, they worried about if their parents would think it is a waste of

money. Moreover, middle-aged participants indicated that assisted living products

are unlikely to bring pleasures as elderly participants. That is, these products are not

fun. A frequent explanation was these products are quite functional and practical.

They are not something like a bottle of wine, or something that carries a lot of

emotions.

6.3.3.3 Patterns and Discussions

The patterns generated from our research of elderly participants and middle-aged

participants are in line with the theories we have discussed in the literature review

section, as summarized in figure 1 below. We leveraged Laurent and Kapferer’s

consumer involvement profile (1985) to measure the level of involvement of our

participants, both when they process information about assisted living products and

when they are making the purchasing decision. The result clearly showed that both

the elderly group and middle-aged group have low consumer involvement regarding

the purchase of assisted living products.

! 108!
 Low product
importance
and relevance

High consumer
perceived risks
Negative Low
• Low risk
emotional Consumer importance
appeals
Involvement • High risk
probability

Relatively
positive
product sign

Figure 6.1 Low Consumer Involvement in the Purchase of Assisted Living

Products

All five main themes from the consumer involvement profile have supported this

conclusion. First, our participants are low involved was because they did not consider

the product as something important or relevant. That is, they do not expect to

achieve a goal or to satisfy a personal value through the consumption of assisted

living products. We tend to think that the reason behind this is because they could

not or did not want to imagine themselves in a situation that would need these

products (Belk, 1975; Houston and Rothschild, 1978). Thus, they would not seek to

maximize expected satisfaction from their product choice through an extensive

choice process (Chaiken 1980), e.g., comparing brands, spending time, using

multiple attributes, etc.

In addition, we considered our participants have high level of perceived risks and

uncertainties when buying assisted living products because they care a lot about the

! 109!
risks at the first place and how likely they are going to happen. The finding is

summarized in figure 6.2. For the elderly participants, as they are very independent

on decision-makings, they seem less likely to be influenced by reference groups. In

addition, elderly participants demonstrated high need, transaction and market

uncertainties toward buying assisted living products. There are a lot of things they

are not sure about when purchasing assisted living products, so they tend to avoid

processing relevant information. That is why they are not sure about the need and

they do not know our products actually exist in the marketplace. For the middle-aged

group, they have exactly the same perceived risks as the elderly group except the

transaction uncertainties. They have less concern about the price of the product as

long as they think it is good to have.

Moderate high
risk importance

High self-
High market sufficiency and
uncertainty
independence
Consumer
Perceived
Risks

Moderate
transactional
uncertainty High need
• High (Elderly) uncertainty
• Low (Middle
age)

Figure 6.2 Consumer Perceived Risk in the purchase of Assisted Living

Products

Moreover, one dominant pattern arising from the analysis of the sample groups is

that participants suggested assisted living products have positive sign value and

! 110!
meanings, however, attached negative emotional appeals. We have summarized this

phenomenon in figure 3. In simple terms, participants think assisted living products

are useful, meaningful, and good to have after obtaining some knowledge from the

discussion. However, when they consider themselves use them, they acknowledged

that they would have negative emotions associated with these products, such as

sadness and fear. In addition, both sample groups, especially the middle-aged

group, have considered these products as something really functional and practical

rather than something that carries hedonic values. They would not think cognitively

when process product information by going through stages of awareness,

comprehension, attitude, and behaviour (Krugman, 1965; Rothschild, 1979). As a

result, our participants are not emotionally engaged with the product. They are also

less likely to express their lifestyle and personality characteristics in their product

choice.

Negative emotional
appeals

Positive product sign

value

Figure 6.3 Relationships of Emotional Appeals and Product Sign Value of

Assisted Living Products

! 111!
6.3.4 Consumer Identity and Social Interactions

In this section, we only analysed elderly group in order to understand the reasons

behind the low involvement and negative perception. Additionally, we separated

elderly group into two, male and female, to understand whether there is any

difference between genders.

6.3.4.1 Themes of Male Respondents Group

No. of
Theme Example of Responds
Respondents
Assisted Living Products are for protecting people from
Positive Perception 2
involved in situations (R8)
Negative Stigma
arised from Using 3 … People in need who are in bad position in life. (R14)
Products
Negative Perception They are sickly, they are gone stupid of their diet or exercise or
2
of Elderly something, a lot of trouble (R20)
Positive Perception … Respected by their families and by the people who live
4
of Elderly close (R3)
… dementia, growing old, body wearing out… do feel sorry for
Negative Labelling 3
people who have, you know, bad health and so on (R1)
Negative Social
1 Ageing population is undervalued (R16)
Identity of Elderly
Positive
Differentiation of
5 … I am not thinking being old (R18)
Personal Identities
from Elderly
Product - User
… Somebody got really hard condition, forgettable, unsteady
Association: Old and 5
and might fall. (R20)
Disabled People
Positive
Differentiation of Self … There may come time where I would find useful, but I
6
Image from Products' haven’t got that stage yet. (R1)
Users Image
Benefit of Product:
Safer and more 2 … make their lives easier and more comfortable.(R1)
comfortable life
Social Normative … It doesn't worry me until people say you are deaf and then it
4
Influence worries me. (R18)

Table 6.9 Themes of Male Respondents Group

As can be seen in the table above, 2 out of the 8 respondents, showed a positive

perception of products. One of them had already used the product and the other one

! 112!
had positive perception without using it. These respondents also identified the

benefits of the products as safer and more comfortable life.

On the other hand, the dominant themes emerged from our study gives sign of

negative perception. Firstly, the most dominant themes emerged are the positive

differentiation of respondents themselves from the products’ user image and negative

image of products’ users. 6 of our male respondents positively differentiate

themselves from the user image. Besides, 5 of male respondents defined a negative

image of the users of products.

Moreover, respondents’ positive differentiation of their identities from elderly is one of

the dominant themes despite the fact that 4 of respondents showed positive

perception of elderly.

The other themes emerged from our study of male respondents are the negative

stigma arose from using products and negative labelling for users of the products. 3

of male respondents defined their worries about the negative stigma and negative

labelling as a result of the use of the products.

The last theme emerged is social normative influence that affects the elderly people.

4 of respondents showed that they care about the expectations and opinions of other

people.

! 113!
6.3.4.2 Themes of Female Respondents Group

No. of
Theme Example of Responds
Respondents
I think there is a mistake now that a lot of people don't know
Zero Perception 2
half of these products. (R17)
Negative Stigma
arised from Using 3 People who use products: People who are disabled. (R22)
Products
Negative Perception
4 Elderly: Fed up not being respected in some ways. (R17)
of Elderly
Positive Perception
1 Elderly: Very nice and a lot to offer.(R22)
of Elderly
Negative Labelling 3 Assisted Living Products are for fragile people. (R15)
Negative
Phychological Effects You don't want to admit you cannot do these things anymore.
1
of Using the (R17)
Products
Positive
Differentiation of
4 I still feel twenty. (R17)
Personal Identities
from Elderly
Product - User
Association: Old and 4 People who use products: Unstabled people, who is frail (R22)
Disabled People
Normative Social
5 They think that they are fragile. (R15)
Influence
Benefit of Product:
… Enables you to live at home instead of going into a care
Provide 3
home. (R19)
Independence
Table 6.10 Themes of Female Respondents Group

As can be seen in the table above, positive perception of products did not emerge in

our study of females; instead we realized that 2 out of 6 female respondents have

zero perception of products. Additionally, there is another different theme emerged in

terms of benefits of products. Female respondents identified independence as a

benefit of product instead of safety and comfort. The last different theme emerged is

that female respondents showed a negative perception of elderly as dominant theme

instead of positive perception of elderly. Only one out of five female respondents

showed positive perception of elderly.

! 114!
On the other hand, most of themes emerged from our study of female respondents

are same as the male respondents. Firstly, 5 of female respondents defined users of

these products as old and disabled, which is in line with the male respondents.

Another similarity in themes is in terms of positive differentiation of self-identities from

elderly population. 5 of female respondents positively differentiated their identities

from elderly people. Additionally, 4 of female respondents defined negative stigma

and potential negative labelling as a result of use of these products as themes, which

is same as male respondents. In addition to these, one of the female respondents

defined negative psychological effect of using these products.

6.3.4.3 Patterns and Discussions for Male Respondents Group

The patterns emerged from our study of male respondents are in line with the

theories discussed in literature review section. First of all, our study of male

respondents proved that elderly people worry about the negative stigma and negative

labels occurred due to the use of the products. As a result of the negative labels and

negative stigma, elderly people identify these products with their undesired selves.

Therefore, in line with the study of Markus and Nurius’ (1986), elderly people reject to

use these products to prevent their self-esteem.

Figure 6.4 Relationships of Labels and Symbolic Implications of Assisted

Living Products

! 115!
Furthermore, social normative influence (SNI) emerged as a theme. Besides, we

realized that negative stigma combine with the SNI as a pattern. In other words, a

respondent, who cares about the SNI, also has worries about the negative stigma.

Thus, we conclude that the SNI and negative stigma cause self-presentational

concerns for the male elderly people as in line with the study of Goffman (1959) and

Schlenker (1980).

Figure 6.5 Factors that cause Self-Presentational Concerns

Additionally, as stated in themes section, respondents defined a negative image for

the users of the products, since they defined the users of products as old and

disabled. Respondents, who defined negative product-user association, also

positively differentiate their identities from the users’ as in line with the studies of

Sirgy (1981;1982) and Escalas & Bettman (2003). Therefore, they rejected to use

these products. We also realize that the respondents, who identify that old people

use these products, decrease their affiliations with the elderly population. Therefore,

we conclude that they decrease their affiliations with in-group, which is the elderly

population, to achieve a positive social identity. As a result, they reject to use these

products.

! 116!
6.3.4.4 Patterns and Discussions for Female Respondents Group

The patterns of our study of female respondents are mostly same as the study of

male respondents. First of all, study of female respondents proved that female

respondents are worried about the negative stigma arose from use of these products

as in the study of male respondents. Additionally, female respondents, as male

respondents, are worried about the potential negative labels occurred as a result of

use of the products. Therefore, female respondents identified these products with

their undesired self and thereby, reject to use these products to keep their self-

esteem, as in line with the Markus and Nurius’ (1986) study.

Another same pattern with male respondents is that female respondents identify a

negative image to the users’ of these products and; thereby, they positively

differentiate themselves from the users of the products to achieve a positive social

identity. Therefore, they reject to use of these products as mentioned in Escalas and

Bettman’s (2003) study to signal a positive identity to the society. Additionally, this

rejection increases with the effect of SNI.

To Achieve a Positive Differentiation of

Product-User Association Positive Social Self Image from Products’
Identity User Images

Social Normative Influence

Figure 6.6 Effect of Negative Stigma arose from the Use of Products

! 117!
Moreover, female respondents showed a negative perception of elderly, which

cannot be seen in the study of male respondents. Respondents, who have negative

perception of elderly, showed a decrease in their affiliations with elderly population.

As a result, they reject to use these products to prevent identification with elderly

population as in line with the study of White and Dahl (2006).

To Achieve a Decrease Affiliation with In-

Negative Perception of Positive Social Group By Personal Identity
Elderly Identity Identification

Figure 6.7 Effect of Negative Labels occurred from the Use of Products

Additionally, female respondents identify independence as benefits of products;

meanwhile male respondents identify safety and comfort.

To sum up, we have same conclusions in our study of female respondents as in the

study of male respondents. Female respondents are willing to differentiate

themselves positively from the users of the products and decrease their affiliations

with the elderly population as in the study of male respondents. Therefore, female

respondents as male respondents identify the users of these products as dissociative

reference group, which they do not want to be identified with. In addition, SNI creates

self-presentational concerns, which increase rejection to use these products, which

are identified with self-presentational concerns. As a result of above discussions, we

can conclude that female respondents have negative perception. Additionally, we can

conclude the only difference between the results of male respondents and female

respondents is the perceived benefit of the products.

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6.4 Limitations

We only provided three product samples; although we encouraged the respondents

to think of the broader product category by providing their own examples, they might

have potentially anchored around those samples.

6.5 Conclusion

Overall, we can conclude that elderly people are conservative in using new

technology as we observed in netnography analysis. They are much more

conservative in using assistive technology. As a result, they have negative perception

of assistive technology. In the interviews, we found out that elderly people have little

knowledge about assistive technology, which is in line with our findings from

netnography. They are also not willing to be exposed to the information about

assistive technology. Hence, they do not want to apply products themselves.

Furthermore, they have low consumer involvement in assistive technology. We also

found out that negative stigma arose from using assistive technology, social

normative influence, contradiction of users’ image of assistive technology to elderlies’

perceived self-identity and association of users group of assistive technology as a

dissociative reference group can be showed as reasons behind the low involvement

and rejection to use.

On the other hand, we found out that middle-aged people have positive perception of

assistive technology products. They value the relative advantage of products more

than elderly people. We found out that they are ready and willing to buy these

products for their parents. However, they have concerns that their parents will not

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use this product; since elderly people reject to use these products due to their

negative perception as we identified. Therefore, they do not buy these products.

In the light of above findings, we will prepare advertisements to overcome the

negative perception barrier of elderly people and test them in the focus groups. If

successful, we will be able to sell these products to both elderly and middle-aged

people. We will also further search for relevant information channels in focus groups.

! 120!
 Chapter Seven

Focus Groups

! 121!
Chapter
Overview

This chapter demonstrates the

process of implementation and

analysis of focus groups, which

aim to find out the stimuli that

change elderly people’s

perceptions of assistive

technology. We firstly show

how, in the light of findings in

previous stages, we prepared

materials. The sample and

controlling bias will be

explained, followed by the

results and discussion of the

analysis.

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7.1 Introduction

We conducted 4 focus groups to confirm the findings from the previous stages, and

to identify the stimuli which might effectively change the elderly’s perceptions of

assistive technology. Participants were asked for comments on three

advertisements, and different names of the product category. On the basis of the

results, we could define the influential factors of elderly consumers’ perceptions,

leading us to proper recommendations that help BIME commercialise their products.

7.2 Focus Groups Procedure

From the interviews, we determined that the elderly have more negative perceptions

of assistive products than the middle-aged group, and the middle-age’s buying

decisions are strongly dependent on the elderly’s perceptions. Therefore, we decided

to explore the way in which this might be changed among the elderly. The previous

interview sample were independent seniors only, in order to find potential alternative

views, we included seniors who line in the care homes in this stage. 4 focus groups

were conducted: 2 with independent elderly people (Groups 1 and 4), and 2 with

seniors living in care homes (Groups 2 and 3). Groups 1, 2 and 3 consisted of five

participants each, and Group 4 consisted of four participants, as one could not

attend.

In care homes, staff members were present to ensure the well-being of the residents.

Occasionally, these individuals participated in conversations to paraphrase our

questions. Although this was a deviation from the original plan, we believe it only

helped to avoid confusion, and enhanced the validity of our findings. Another issue is

that because we interviewed people who lived in the same house, we could not

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ensure the confidentiality. We do not consider it having any impact on data as the

residents do not interact with each other much.

The target length of the discussions was 1 hour; nonetheless, we allowed the

participants to continue speaking if they wished, and in two groups we overran by

approximately 15-20 minutes. The moderator started the focus groups by explaining

the purpose of our research and the process of handling data, and stressing the

importance of different views. After a question, the moderator would leave the

discussion open for participants. Only if necessary, she would prompt for more

details or guide in a different direction. After a warm up and an initial discussion on

the products, the participants were offered three different names for the product

category, in order to see whether it influents their perceptions. The name samples

were as follows:

Assistive Living Technology

Independent Living Technology

Independent Living Products

Figure 7.1 Sample Names for Assistive Technology

The participants were then presented with three advert samples (see Appendix),

created by the team, and based on themes identified during the individual interviews.

They were asked for comments on all cues in the ads. The selection of images was

based on the interviews and the literature. The look of the ads has a profound

influence on how the participants perceive the product. Consumers usually perceive

stimuli by perceptual organisation, which is formed by four principles: figure and

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ground; closure; grouping; and bias for the whole (Rookes and Willson, 2000;

Kubovy, 1981). Figure and ground indicates the way of consumer interprets incoming

stimuli in relation to background. Closure suggests the consumer needs to organise

perceptions in order to form a meaningful whole. Grouping refers to the process of

organising the stimuli to form a whole picture, and to make processing easier. Lastly,

bias for the whole proposes that the consumer perceives more value when stimuli

are showed in their entirety rather than as separate components. Hence, when we

designed the ads, it was crucial to arrange the cues in a way that allows the focus

groups to form a whole picture in their mind. The pendant alarm was chosen as an

example, because it is widely recognised and is generally perceived negatively. We

limited the adverts to three cues: image, headline, and message. The variables were

distributed as showed below:

First ad Second ad Third ad

Theme Expert Quality Life Feel Young
Image A doctor talking to an senior A man at the top of the mountain A man doing exercise
"A Reliable Way to Keep
Headline "Live a Quality Life" "Be Young Again"
Independence"

Product "Safeguard your independent life with the help at the touch of a button. You are free to do whatever you
Message like because if anything happens, somebody will always be there for you."

Font Style All text used Helvetica Neue Medium font

Font Colour Blue (Turquoise)
Font Size Font size for Headline is 26 and for Product Message is 14

Table 7.1 Variables of the Advertisements

The observer took notes throughout the process, and the moderator concluded the

discussion by writing a short memo. Both memos and transcripts were analysed

using Nvivo, allowing us to refine themes and patterns.

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7.3 Results

No. of
Theme Example of Responds
Respondents
…also there is this wonderful thing that you just tap the app,
Favourable Attitude
1 you hold up at the sky and you've got the images of the stars
to New Technology
literally behind it. (P2)
Unfavourable Only if my old one is worn off completely, I might go and get a
Attitude to New 19 new one. (P14)
Technology I wouldn't understand it. (P18)
Awareness of Health Walking stick, I usually use it. (P11)
and Safety Related 15
Products Chair lifts - stair lifts. (P3)
I’ve got my deaf aids which whistle like mad. (P6)
Experience of Using
14 ...I will use walking frame, but if I go out, it’s going to be
Assistive Technology
wheelchair. (P12)
Positive Perception
to Assistive 10 Well, we can’t live without it, that’s what I would say. (P14)
Technology
Negative Perception But I have a very strong resistance to being interested in these
to Assistive 9 things because to become interested in them is to begin to let
Technology yourself go. (P2)
Positive Perceived I don't mind at all. Maybe they are more active than me. (P6)
Sign Value of 10 ...for me seeing somebody with a stick or anything other visibly
Assistive Technology different with callipers doesn’t worry me... (P18)
Negative Perceived That’s miserable, isn’t it? (P7)
Sign Value of 9 ...you really are extremely old and tottery that having an alarm
Assistive Technology like this. (P2)

Table 7.2 Themes from Focus Group Respondents

7.3.1 Attitude to New Technology

Television, radio and washing machine were the most common products that the

participants considered as technologies they used in daily life. Four participants

claimed that they used computers (or laptops), at an elementary level based on what

we observed from the discussions. Among 19 participants from 4 focus groups, only

1 of them expressed a favourable attitude towards new technologies as refer to smart

phones, P2 was impressed by “wonderful apps” which might potentially make life

more convenient and entertaining. However, he mentioned there were barriers to use

new technologies later in the discussion. Not surprisingly, the rest participants were

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not interested in technology; some even described it as “frightening”. P19 said he

was interested and hoping to learn technology but it was moving too fast and there

were barriers, which seemed to be unbridgeable, same as what Morris and

Venkatesh (2000) suggested. The complexity of new technologies was emphasised

by 9 participants, and some complained that it took too much time to learn and there

was no one around teaching them. Some of the participants in Groups 2 and 3 were

not using technological products because of their declining physical functions so that

carers were helping them with most daily activities. Another concern that was pointed

out in Group 1 was inadvertent disclosure of their personal information when using

technological products. Almost all participants would prefer the old models of

products that they were used to.

7.3.2 Awareness of Assistive Technology

15 out of 19 participants were aware of some health and safety related products, e.g.

stair lifts, call bell system, walking stick etc. Only few of them have knowledge about

the “Assistive Technology” category apart from Group 1, who attended our interviews

and had been explained with sample products. Nonetheless, although they could not

name the category, 12 of them are using assisted living products currently, including

hearing aids, walking frames, wheelchairs, pendent alarms and so on. Participants

who are living in care houses are usually well equipped with the products and they

rely heavily on them to do daily activities. Another two participants in Group 1

claimed that they used the products temporarily due to physical injuries. Additionally,

according to our observation, hearing difficulty is the most common problem that our

participants have, but hearing aids are not used in most cases.

! 127!
7.3.3 Perception to Assistive Technology

In line with Giuliani, Scopelliti and Fornara’s (2005) findings, all participants in

Groups 1 and 4, who are currently living independently, presented strong negative

feeling about using assistive technology. P2 said he would resist the products until

very last minute. They would only accept assisted living products when they were

eventually forced into it or when they actually realised the need. Both groups

explained the negative perception by “pride” as there was a reluctance to admit they

were losing some functions, such as memory and hearing.

Nevertheless, participants in Groups 2 and 3, who are living in care houses and

receiving assistance, showed positive feeling when using assistive technology. A

vast majority of them are using and heavily relying on walking sticks / frames, call bell

systems, stair lifts etc. They have been benefited from the products to complete daily

tasks and they considered them as “very helpful”, or as things give them “more

confidence, independence and safety”. P15 said she would like to recommend the

products to people.

7.3.4 Social Stigma of Assistive Technology

8 out of 9 participants from Groups 1 and 4 indicated the social stigma issue when

they saw people using assistive technology. “Old” and “fragile” were frequently

related to the product users. Group 1 discussed that using assistive technology

means losing functions while Group 4 talked about the social influence (people might

stare at them or treat them differently) which would make them feel sorry to the

users, in line with Brooks’ (1991) argument. Additionally, P7 from Group 2

commented as “miserable” when another participant was talking about his hearing

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aid. She showed sympathy for people use assistive technology throughout the

discussion.

On the other hand, 9 out of 10 participants in Groups 2 and 3 and one in Group 4

presented positive feelings to see people using assistive technology. They stated the

products were helping them and making them more active and confident. A few of

them claimed they would not give extra attention to those product users and treat

them like normal people.

7.3.5 Reasons to Accept or Reject Assistive Technology

Apart from the complexity of technology, the lack of time to learn, the absence of

people who teach and the concern about personal information that keep our

participants away from new technology, plus the pride issue that make them resistant

to assistive technology, there were more reasons discussed that make them reject

assisted living products. According to Group 4, people might lose human contact due

to new technology, including assistive technology. They emphasised that human

contact was already declining for the elderly so that they prefer doing things face to

face rather than using new technologies to make it more convenient. Another

concern would be cost. 7 participants argued assistive devices were expensive and

they could not afford them. Group 4 also pointed out an issue of lack of information

about assistive technology. Moreover, a few participants claimed heavy

advertisements would generate a relatively negative image of health related

products. “You can say anything in the adverts” therefore it makes products less

trust-worthy. Another barrier to use assistive technology is the compatibility with

environments.

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Our discussions also came to reasons that make people accept assistive technology.

All participants stated those products would help them keep independence and

safety. Group 1 also argued the products could make people stay at home as long as

possible, which is encouraged by the government, instead of hospitals or care

houses. Group 4 agreed the view that if assistive technology could reduce human

assistance in the elderly’s home, they would be more likely to accept it, because

some old people have concerns that those assistants talk about their disabilities in

the neighbourhood. Moreover, more than half of the participants mentioned the

features of assistive devices could possibly make them more acceptable. For

example, P2 in Group 1 expressed a positive attitude to the hearing aid when he

noticed the invisibility of the device. A few participants also claimed that if the

products were smaller and easier to carry around, customised, or attached with other

products, e.g. Bluetooth earphone or glasses, they would be happier to use them.

Besides, almost half of the participants would accept using assistive technology

because of an actual unexpected event happened to either their own or their friends.

4 of them said when the problem was bothering their partners, children or

neighbours; they would consider accepting assistive devices.

7.3.6 Category Name

18 out of 19 participants chose “Independent living product” over the other two

names (“Independent living technology” and “Assisted living technology”). They

argued “independent” is the most important element that gave them positive feelings

because they would like to keep it as long as possible. The word “product” was

considered to be more user-friendly, while “technology” was frightening, difficult to

understand, and seldom related to living. The one who prefer “Independent living

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technology” as the category name claimed that “technology” might be an attractive

word to other people, however, he has concerns about technology himself.

Regarding to “Assisted living technology”, all participants showed negative

perceptions because it implicates that they need assistance and they were worried to

be put in that category.

7.3.7 Advertisement

The ad with the expert theme was the most popular amongst participants. A majority

of them said they would be encouraged by the picture of the doctor, who looks young

and happy. The participants from Group 1 mentioned that a young character could be

better because they were more familiar with latest technologies and medical

developments. In addition, the slogan of the ad (a reliable way to keep

independence) was also the most effective, acceptable and the least offensive to

those participants. However, there was a totally opposite opinion in Group 4. The

participants thought the ad was “patronizing” and not trust-worthy. They

recommended a character that looks like a GP or family doctor.

Only two participants gave positive comments on the ad with the slogan “be young

again”. Most participants had concerns since they argued that a man doing gym was

not appealing to them, it reminded them about their oldness and it was impossible to

be young again by using assistive technology. Overall, our participants find the

slogan offensive.

Additionally, our participants generally gave negative comments on the ad with the

slogan “live a quality life”. Although they agreed with the slogan which delivered a

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positive message, a vast majority of them doubted about the picture as “improbable”.

Therefore, some constructive recommendations about an alternative picture were

given, such as elderly people in a disco or doing gardening, walking through a field or

playing with grandchildren, or being with a group of people.

Furthermore, Group 4 thought a scene of an accident could demonstrate the

functions of assistive devices better and might help the elderly understand, instead of

words which might take more time to process. Besides, most of the participants had

difficulty to read the text in all three ads. They claimed that capital words “shout at

me”, or words were too small and too long. Some suggested the text should be “more

contrast on the printing” and written by perfect English.

7.3.8 Information Sources

In the focus groups, all participants indicated they captured health and safety related

information through GP or other experts, which also was regarded as a reliable

source. A great majority of them referred families and friends as another most used

and reliable source. Besides, newspapers and magazines and online websites

followed. Four participants mentioned “Guardian” and “Telegraph” as examples for

newspapers, as well as the free newspapers (designed for older people) in the Bath

City Library. More specifically, the Library was a reliable source to our participants in

general, and the Red Cross and The Research Institute for the Care of Older People

were also the places to go when they were looking for health and safety related

information. Moreover, for the participants from Groups 2 and 3, who live in care

houses, carers and staff in the houses were the first source they would go for. Those

! 132!
participants would trust them, highly value the advices from them, and in most cases,

accept their advice.

7.3.9 Family Decision Making

As High and Turner (1987) argued, for the participants from Groups 1 and 4, who are

still living independently, they were usually decision makers for health and safety

related problems regarding to their own, while their partners or other family members

were important initiators and influencers. However, for Groups 2 and 3, who are no

longer living independently, presented heavy reliance on care house staff and their

children to be initiators, influencers, decision makers and buyers of health and safety

related products.

7.3.10 Other Recommendations on the Strategy

There was an active discussion in Group 1 about our strategy. The participants

indicated the importance of information without selling. The similar opinions could be

found in Group 4’s discussion. Since those participants are relatively healthy and

independent, they prefer pure information of the existence, functions and availability

of assistive technology. They claimed that they could develop a negative attitude to

the product if the advertisement emphasised the urge of buying. Adversely, if the ad

was kindly providing information, they would find it more compelling and convincible.

The argument was that they would like to know the information for people around

them, who might need assistive technology, and in case when they themselves

realised the need. Therefore, there will be positive perception of those products in

general. In addition, they emphasised the importance of personal communication and

sharing experience. As P5 recalled a meeting in the University of Third Age, when

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people were listening to a deaf person talking about his experience, they showed

great interest although none of them was in need of hearing aids.

7.3.11 Patterns and Discussions

The patterns are in line with our findings from interviews. The participants were

generally reluctant to use new technology, because they find it complex and scary,

and they were lack of time. This is compounded by the absence of people

knowledgeable and patient enough to teach them. A large proportion of the

participants already used assistive technology, although they were unacquainted with

the category name. It indicates a low involvement level of assistive technology.

Most participants in Groups 1 and 4, who are relatively healthy and independent,

have negative perceptions of assistive technology. This is in line with our interview

results. On the other hand, those in Groups 2 and 3, who are relatively impaired and

dependent, expressed positive view, since they have experienced the benefits of

assistive devices. The interview results were confirmed by most participants who felt

social stigma was attached to the products. Nonetheless, most of them from Groups

2 and 3 who are depend to assistive technology; however, saw it in a positive way.

The reasons for accepting assistive technology also confirm our results from

interviews. All participants realised the benefits of the products, and some could be

convinced to use the products either due to the features and functions of the devices

themselves, or the influence from people around them. There are still strong reasons

to make them reject assistive devices. As well as the issues we have found in earlier

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interviews - pride, costs, lack of information etc. – the focus groups expressed

concerns in reducing human contact and heavy advertisements.

By testing different names in the focus groups, we found that “independent living

product” would be a better name for the category, and could help to develop a

positive perception. The participants gave most votes to the ad with the expert

theme, and the slogan “a reliable way to keep independence”. They generally

supported the idea of emphasising “independence” in the message. Overall, they

preferred advertisements that delivers clearer messages about functions of the

product, and displayed by punchy text, without too much pressure to buy. We are

also pleased to note that all participants in Group 1, who attended the interviews and

presented negative perceptions of assistive technology, changed their perceptions to

positive during the focus group. Two of them clearly indicated they would consider

using hearing aids, which they have previously reluctant to use, if they continue

losing hearing. By holding focus groups, it is clear that the elderly’s perceptions of

assistive technology can be potentially changed by using our strategy.

7.4 Limitations

Despite our best efforts to create open and friendly atmosphere, some respondents

might have been shy by nature and did not readily address strangers.

7.5 Conclusion

In summary, the results from focus groups confirm our findings from interviews.

Elderly people have negative perceptions to new technology; thereby, they passively

seek related information. In terms of assistive technology, most elderly people are

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not acknowledged although some of them are currently using it in daily life. Lack of

information is one of the biggest reasons for little recognition and usage of the

products. Our results suggest that the elderly who are relatively healthy and

independent will have negative perceptions to assistive technology, mainly because

of pride. Meanwhile, those who are relatively impaired will have positive perceptions

because they appreciate the benefits of the products that could make their life safer

and more independent. We also find that “independent living product” as the category

name can potentially help to form a favourable attitude to assistive technology.

Moreover, the elderly will find the advertisement with expert theme and the slogan “a

reliable way to keep independence” attractive and trust-worthy. They are more likely

to be interested in advertisement without intension of selling. Furthermore, the elderly

trust their GPs or other experts regarding to health and safety related information.

Independent elderly people will also refer to mass media channels, such as

newspapers, to find information, whereas dependent ones will mostly rely on

interpersonal channels like their children and carers.

! 136!
 Chapter Eight

Discussion &
Limitations
Chapter
Overview

This chapter discusses the key

findings of our research, which

suggest a direction to the

theoretical model building. It

also addresses the limitations of

our study.

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8.1 Introduction

The present research is one of the first attempts to systematically document elderly

consumers’ consumption patterns, concerns and behaviours in terms of adopting

assistive technology, which are related to both our academic and practical gap

identified in earlier chapters. In this chapter, we will focus on discussing the key

findings of our research and the academic gap that we managed to contribute to,

which will lead us to the design of a theoretical model that suggests the direction of

future research studies. As Figure 8.1 shows, we highlighted nine external variables

that have an impact on elderly consumers’ perceptions and behavioural intentions

toward assistive technology. These variables may potentially affect the actual use of

assistive technology in the end.

Figure 8.1 External Variables that influence Elderly Consumers’ Perception and
Behavioural Intention

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8.2 External Variables

8.2.1 The Role of Perceived Product Relevance

Houston and Rothschild (1978) stated that the perception of product importance

represents a cognitive state of awareness and realisation, which triggers the

motivational state of accepting a product. In our research, we have observed

numerous constructs in attempt to explain the perceived product relevance effects on

elderly consumers’ perceptions formation. Based on the current findings of our four

different research methods, we have given theoretical support to historical theories

by discovering that elderly consumers tend to form a positive perception, if the object

of interest is perceived as being important in meeting their vital needs, goals, and

values. Referring to the consumption of assistive technology, this finding means that

the perceived relevance of assistive technology is positively related to elderly

consumers’ perceptions. For example, elderly respondents claimed that they do not

desire to achieve a salient goal or satisfy a need through the consumption of

assistive technology. Their perceived relevance of assistive technology is low.

8.2.2 The Role of Product Usefulness

Referring to Rogers’ (1995) innovation decision process framework we have

reviewed in earlier chapter, consumer’s attitude and perception formation normally

happens in the Knowledge and Persuasion stage. That means consumers would

need to find out about the existence of an innovation, gain an understanding of how it

functions, and then recognise the expected benefits of adopting such innovation. The

results of our study were in line with this philosophy. We have noticed that elderly

consumers would like to choose a new technology that can solve a specific problem.

Therefore, the perceived product usefulness will be positively related to elderly

! 140!
consumers’ perceptions. Some evidence that we gathered from researching around

the perception of assistive technology can defend this argument. For example, in

both interviews and focus groups, our elderly respondents acknowledged that they

would like to buy a product that is needed and useful. Their definition of “useful”

depended largely on whether or not they could fully understand “how a product

functions” and “what are the benefits of using a product”. Unfortunately, our research

analysis indicated that it was almost impossible for our studied elderly consumers to

form a perception of product usefulness regarding assistive technology because they

were unaware of the existence of these products and had limited chances to learn

about them. Consequently, knowledge and information that elderly consumers can

obtain will affect their perceived product usefulness, which in turn will have an impact

on the favourability of the perception towards assistive technology.

8.2.3 The Role of Product Complexity

Product complexity appears intimidating to people and may affect the technology

adoption rate (Rogers, 1995). In line with this theory, we suggest that elderly

consumers perceive “ease of use” as a significant comparative advantage for a

product. In other words, elderly consumers are more likely to accept a product that is

user-friendly, i.e. easy to understand the functions and unlikely to cause any troubles

when in use. In the course of researching perceived product complexity regarding

assistive technology, elderly consumers have clearly stated that they would worry

about the complexity of a product when making the purchasing decision.

Nevertheless, assistive technology is hard to follow in many elderly consumers’

minds; for example, by stating their lack of confidence to understand the concept of

assistive technology. In addition, the perceived product complexity by elderly

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consumers has proved to cause certain levels of anxiety and fear when they

considered the actual product use. For instance, they claimed they are afraid of

learning complex product functions because they might struggle with them a lot.

8.2.4 The Role of Self-Image/Product-Image Congruence

Gardner and Levy (1955) incorporated the notion of congruence between consumer

self-image and product-image and stated consumers were thought to prefer products

with images that are congruent with their self-images. Our research has strongly

supported this argument, by suggesting elderly people’s consumption patterns,

concerns, and behaviours largely depend on the level of self-image and product-

image congruity. In order to maintain a positive self-image or to approach an ideal

image, elderly consumers are motivated to purchase products that are positively

valued. That is, to elderly consumers, a positive congruence between product-image

and self-image will more likely lead to a positive perception of a product. The results

of our study indicated that the majority of the elderly consumers we have studied had

incorporated assisted living products negatively into his or her self-image, stating that

they will not use these products because they are not “disabled”, ”fragile” or “old”.

Their attempts to transfer negative product images to their self-concepts have to

some extent caused the rejection of adopting assisted living products. As a result, the

adoption of assistive technology must be understood by taking into account the

impact on an individual’s self-image construction and how to alter the product-image

accordingly.

! 142!
8.2.5 The Role of Social Impression

Theories of social impression suggest that an individual’s responses in social

interactions are based largely on the impressions that he or she forms of one another

(Leary, Kowalski and Campbell, 1988). People desire to make positive social

impressions because they want to achieve social-valued outcomes. On the other

hand, undesired labels and stigmas may trigger different psychological concerns of

one’s self-presentation in a social setting. Our research has identified that elderly

people commonly engage in belief harmonisation in which positive social impressions

serve as anchor beliefs. This finding provided strong hints that elderly consumers’

social impressions will influence their consumption behaviours in the marketplace.

Our interview and focus group studies have illustrated that negative stigma and

undesired labelling attached to a product will be negatively related to elderly

consumers’ perceptions towards using this product. In the context of assistive

technology, our elderly respondents claimed that several sample assisted living

products signified negative social impressions such as “abnormal”, “someone in a

hard condition”, and “miserable”. At the same time, when they imagined themselves

using these products, they acknowledged that assistive technology is accompanied

by several negative feelings rather than increased independence, such as

“embarrassment”, “fear”, and “anxiety”. In addition, each of the respondents tried to

avoid being seen as an old person because they still feel young and energetic, which

are their desired social impressions. As a result, in order to monitor and control these

perceived or desired social impressions, elderly consumers tend to have negative

perceptions of these products, which directly affect the adoption of assistive

technology.

! 143!
8.2.6 The Role of Social Normative Roles

It is argued that an individual’s ability to fulfil social roles is related to greater self-

esteem and more positive perception of one’s quality of life (Kurtz and Wolk, 1975;

Hooyman and Kiyak, 1993). Our research has extended this argument to the context

of elderly people. We have discovered that being perceived as competent has

positive effects on elderly people’s esteem. At the same time, the marketing

implication we generated from this finding is that impressions of self-reliance are

particularly important to elderly people’s consumption patterns. Their buying

decisions are relevant to product symbolic messages that communicate whether they

can care for themselves and fulfil certain social roles. In terms of assistive

technology, an intriguing result of our study is the finding that elderly consumers

believed assisted living products would communicate that they cannot do certain

things anymore. This would negatively impact their perceptions towards assistive

technology, which in turn caused low level of adoption intention for these products.

8.2.7 The Role of Information Sources

Several studies suggest that newspapers, magazines, televisions, the Internet and

professional recommendations are common information sources to consumers

(Michman, Hocking, and Harris 1979; Ahn, 2004). In our study, various research

methods suggested that elderly consumers tend to perceive newspapers and

magazines as the most powerful sources in gathering new information. The Internet

and professional recommendations are also frequently used in technology adoption

process. In terms of assistive technology, elderly consumers stated that they would

like to obtain the information from experts or professionals. In addition, elderly

consumers suggested that newspapers, magazines and the Internet are supportive

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sources in terms of finding out about assistive technology, and if these sources can

be found from formal institutions or libraries, it will be seen as more reliable. Hence,

information sources are influential to the behavioural intensions of elderly consumers,

which might affect the actual decision of using or rejecting assistive technology.

8.2.8 The Role of Family Influence

Family plays an important role in influencing an individual’s consumption pattern and

behaviours (Hamilton, 2009). Our study has proved that family is an important factor

to elderly consumer in making certain purchasing decisions. By researching around

assistive technology, we recognised that family members’ opinions and assistance in

assessing buying intentions can potentially accelerate the adoption of assisted living

products. Even though the majority of the healthy elderly consumers claimed that

they prefer to make the buying decision themselves because their independence is

potent, they were still very positive about taking advice from their family members

and sometimes prefer to make a joint decision, especially when they are exposed to

something unfamiliar, like assistive technology. Another vital finding of our research

is that the lower the elderly consumers’ decisional capabilities and autonomy, the

higher their family influence level. For instance, our care home focus group

respondents would completely rely on the assistance of their family members in

terms of making any kind of purchasing decisions because they have lost, or partially

lost, the autonomy and decisional capabilities to make such decisions. Therefore,

elderly consumers’ perceptions and behavioural intentions of adopting assistive

technology, depending on their knowledge level of the products and their decisional

capabilities, may be influenced by their family members.

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8.2.9 The Role of Consumer Involvement Level

It was argued that consumer involvement level is a central determinant of consumers’

decision-making and communication behaviours (Laurent and Kapferer, 1985). There

are a series of facets that can influence consumer’s involvement level, including

perceived product importance, perceived risk probability, perceived risk importance,

product sign value and product hedonic value. In our study, we recognised the fact

that all these facets can have an impact on elderly people’s consumption patterns

and behaviours. Perceived product importance, product sign value and emotional

appeals are positively related to the involvement levels of elderly consumers. In

contrast, perceived risks, including need uncertainty, market uncertainty and

transaction uncertainty, will potentially decrease their involvement levels. In analysing

the perception and buying intention towards assistive technology, we observed that

elderly consumers have low involvement levels for following reasons. First, they do

not see these products important in their current stage of life. Second, they have high

levels of perceived risks in terms of functionality, price and brand. Finally, they have

psychological and social impression concerns. As stated in above sections, negative

product signs, emotional appeals, labels, and social stigma would be selectively

filtered out when they process product information and marketing stimuli. Supports of

these findings came from both interviews and focus groups we have conducted. Our

elderly respondents claimed that they had never processed information about

assisted living products actively. Additionally, based on observations, we recognised

that they did not cognitively think about the information and stimuli in our designed

ads until they were asked to do so. Therefore, we suggest that elderly consumers’

low involvement states can explain why there are limited further actions of buying or

using assistive technology being taken.

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8.3 Limitations

As with all investigations, our research has some limitations, some due to the scope

of our study, and some due to factors outside of our control. We strongly believe,

however, these limitations would not affect the general validity of our findings. First,

due to time and resource constraints, the study sample was limited to the Bath city

residents, was not randomly selected, consisted of homogenous national culture

representatives, and was not controlled for social status, education and income level.

Therefore, we cannot claim our findings will hold true for the overall population.

Second, all the researchers are university students, and our limited understanding of

the environment that the seniors live in, might have had an effect on our data

analysis and the interpretation of the responses given by the respondents. Finally,

none of the researchers are native English speakers; therefore, despite our best

efforts to ensure rigour in data collection and analysis, some subtleties in data

interpretation could have been missed purely due to language barrier.

8.4 Conclusion

This chapter has sought to draw together various strands of our research in bridging

the gap within the elderly market, and to focus specifically on assistive technology in

collecting qualitative data. Nine major external variables emerged from four different

research methods are related to elderly consumers’ perceptions of assistive

technology and their behavioural intentions of adopting assisted living products. The

identification of these variables also represents a positive step forward for

understanding the actual use of assistive technology, which contributes to the

formation of a theoretical model for future researchers and practitioners. For details

of the model, please refer to the next chapter.

! 147!
 Chapter Nine

Implications

! 148!
Chapter
Overview

In this chapter, we will explain

the implications of our findings.

Firstly, we will define the

theoretical implications of our

study. We will provide a

theoretical model, which fills the

theoretical gap and provides the

pathway for future academic

research. Then, we will provide

practical recommendations,

which helps effective marketing

of assistive technology.

! 149!
9.1 Theoretical Implications and Suggestions for Future Research

Based on our findings, we developed a theoretical model, which contributes to elderly

consumer behaviour area of marketing discipline.

Figure 10.1 Assistive Technology (AT) Model

! 150!
The below table summarizes the hypothesis that we have in the above model.

Variables Our Hypotheses

Increasing perceived relevance of products provide a positive
Perceived Relevance
perception towards using the products
Perceived Increasing perceived useful of products provide a positive
Product Perspective
Usefulness perception towards using the products
Perceived Increasing perceived complexity of products provide a negative
Complexity perception towards using the products
Self image/Product Increasing congruency of self image and product image provide a
image congruency positive perception towards using the products.
Psychological The presence of negative labelling due to use of products provide a
Social Impresion:
Perspective negative perception towards using the products
Negative labelling
The presence of negative stigma due to use of products provide a
and Stigma
negative perception towards using the products
Perception towards Positive perception towards using the products provide an increase
Perception
using the product in the strength of intention towards usage
Experts/Professionals' positive opinions about the products
increase the strength of intention towards usage
Printed ads of products in magazines and newspapers increase the
Information Sources
strength of intention towards usage
Behavioral Cues
Ads published in Internet increase the strength of intention towards
usage
Consumer Higher levels of consumer involvement increase the strength of
Involvement intention towards usage

Table 10.1 Hypothesis of the Model

As a next step in future academic research, our model should be tested by using

quantitative methods. Additionally, future studies should test some moderator

variables, such as experience, gender, culture, age and social status of consumers,

as an addition to our variables. Furthermore, we identified social normative influence

as a factor that affects the perception towards using the products, and family

influences as a factor that affects the intentions towards usage of products.

Therefore, these two variables should be tested in a nation-wide study. Nonetheless,

we suggest that these two variables should be tested by using a mixed methodology.

9.2 Practical Implications

The data from our study implies several practical implications. Our study found that

elderly consumers’ perceptions towards the product are influenced by product and

! 151!
psychological factors such as product relevance, complexity, and usefulness; and

self-image, labelling, stigma and reference groups respectively. To change the

elderly’s perceptions, managers should first identify the needs of the elderly and

make sure the products can meet their needs. Second, companies should invest in

advertising and media to raise the elderly’s awareness of the product. We suggest

using emotionally competent stimuli that might potentially trigger positive perceptions

of assistive technology. Third, product messages should reinforce positive aspects of

the product and take into account consumers’ psychological concerns.

9.3 Recommendations

Based on our analysis and discussion regarding to assisted living products, we are

able to make some recommendations. Our recommendations are presented below to

explain how negative perception of assisted living products can be altered and how

managers can overcome the perception barriers.

Advertisement should trigger 1. Use name that communicates

2. positive messages as well as
consumer perception by providing: Implementing Changing
• Strong and effective arguments emphasises consumers’ needs,
Emotionally Product
• Young, charming and attractive Category Name they could reinforce the product
Competent
G.P.s as endorsers Advertisement for Marketing relevance.
• Short and readable message Communication
Whole image should have a
positive and relax theme 3.
Identifying • Advertise the products through G.P.s
Appropriate and community newspapers. These
Information two routes are the most popular
Sources for
information source that elderly use.
Different Target
Groups • Use public relations to raise
awareness of general public. This
might generate positive impression
towards the products.

Consumer perception moving

towards positive

Figure 10.2 Recommendations for Our Sponsor and Other Practitioners

! 152!
9.3.1 Changing Product Category Name for Marketing Communication

Our research suggests that consumer perception can be influenced by the product

category name. Negative category name can lead to negative consumer perception

towards the products, i.e. the name “assisted living products” is seen to be negative,

hence decrease in product relevance. To make sure consumers perceive assisted

living products in a positive way, we recommend our sponsor to change the product

category name by considering the following two factors. First, the name should

consist of positive words while avoiding negative ones; for instance, words like

“assisted” should be avoided, since people perceive these words as negative,

interpreting the message as the users being disabled and old. Second, the words

used in the name should meet the needs of the target consumers. For example, we

suggest the name “Independent Living Product” which consumers prefer because

they would like to maintain their independent life as long as possible. In addition, this

name excludes the word “technology”, which implies the complexity of the product.

With a product category name that communicates positive messages as well as

emphasises consumers’ needs, they could reinforce the product relevance. Hence

consumers will have a more positive perception of assisted living products.

9.3.2 Implementing Emotionally Competent Advertisement

Our research suggests that implementing emotionally competent advertisement

would be the most appropriate method to promote assisted living products and

influence consumer perception. We have identified several emotionally competent

cues, which sponsor should consider when they promote the products through

advertisement. Arguments presented in the advertisement have to be strong and

effective. The message that we want to deliver need to be short, simple, and easy to

! 153!
understand. The elderly prefer endorsers who are young, charming, and attractive

G.P.s, rather than consultants. The overall theme of the advertisement should show

a sense of relaxation and happiness.

9.3.3 Identifying Appropriate Information Sources for Different Target Groups

Our findings highlighted two popular routes that elderly consumers tend to seek

information from: G.P.s and community newspapers. The sponsor should advertise

its products through these two routes to increase its exposure to the target

consumers and increase consumer familiarity with assisted living products, which will

positively affect consumer perceptions.

In addition, our studies indicate that social impressions of assistive technology impact

our target consumers’ perceptions. We recommend using public relations to raise

awareness of assistive technology by educating general public about the advantages

of the products. This might generate positive impression towards the products.

These recommendations are specifically for our sponsor to tackle the existing

perception barriers of assisted living products, which further help our sponsor to

develop their consumer groups in the marketplace.

! 154!
 Chapter Ten

Conclusion

! 155!
The growing elderly population has been increasing the demand for healthcare

services, despite the fact that UK healthcare budget has been diminishing. Assistive

technology is an economical solution to meet the increasing healthcare demand.

Nevertheless, the manufacturers have not been able to commercialise these

products successfully; since, the consumers undervalue these products. In addition

to this practical gap, we recognised that elderly consumers’ consumption patterns,

concerns and behaviours have been under-researched in the literature. Therefore,

we defined the following research question to both improve the commercialisation

process of assistive technology and contribute to bridge the gap in the literature:

What are elderly people and their families’ perceptions of the assisted living products

and what stimuli can be employed to change this perception?

In order to answer our research question, we used grounded theory strategy, and

conducted netnography, content analysis, individual interviews and focus groups.

Despite some limitations, we developed a valuable model that contributes to the

literature gap. We also acknowledged that our defined model should be tested by a

new quantitative study. In addition to this academic contribution, we also identified

practical recommendations, which help our sponsor and wider industry to

commercialise these products. Our practical recommendations suggest the direction

for commercialisation of assistive technology, which will create a positive impact on

the society.

! 156!
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 Appendices

! 176!
1. Netnography
Age UK Blog
Assisted living technologies suggests that many users, carers and prospective users believe that
these products are often unattractive, stigmatising and expensive: ‘Some people find them
embarrassing… my sister has one [raised toilet seat], because she’s got arthritis, but if she’s got
1
visitors she takes it off.’ ‘Absolutely disgusting.’
http://ageukblog.org.uk/2012/07/16/guest-blog-aspirational-products-for-older-people-what-are-we-
waiting-for/
Some participants felt that these products reminded them of the things they could not do.
2 http://ageukblog.org.uk/2012/07/16/guest-blog-aspirational-products-for-older-people-what-are-we-
waiting-for/
!
Age UK Facebook
When your old you are Just a burden you have served your purpose in life and no one could give a
3 Toss and that’s it.
https://www.facebook.com/ageuk
Nobody ever listens to what old people want or need.
4
https://www.facebook.com/ageuk
SEX its an important part of life no matter how old you are, I am not afraid to admit to anyone still
5 being sexually active at 71.
https://www.facebook.com/ageuk
!
Alzheimer’s Society
Thread: How to encourage taking of medication
I suppose it depends on the individual but speaking from my own experience my father in law
wouldn’t take his medication from his wife or my husband (his son) so I tried as I have always been
quiet close to him. He was in the later stages of Alzheimer’s when I did it so I just sat him down on
the sofa and said I had some medicine that I took to make me feel a bit better and that he should
6 take it too, I told him to open his mouth and I opened mine at the same time and then I just put it in
his mouth followed by a glass of water to wash it down. Sometimes they are worse with those they
have spent their lives with so if there is another close friend or family member that could do it that
might help. Like I said, it depends on what stage they are at as to what you can get away with, I
could treat him as I would a child at the stage he was at. I hope this can be of some use to you.
http://forum.alzheimers.org.uk/showthread.php?53871-How-to-encourage-taking-of-medication
To buy a clock with day/date or not.
Generally mum has a good half-day and bad half day at the moment. On a bad day she doesn’t
know what day it is. I have seen a brilliant clock with day/date, similar to type used in banks. I have
shown her the clock on good and bad days: Good day – she wants to keep her independence and
doesn’t need or want one. A different good day – yes I want one what a good idea. Bad day – she
doesn’t know what day it is and what am I talking about I don’t have a problem. She is a mixture of
7 IN DENIAL, VERY CONFUSED AND FIGHTING to keep her independence. Should I buy her a
clock?????? On a good day she tells me that she is quite happy for me to TELL HER what day it is.
Whilst I don’t mind I am trying to RESPECT her wishes i.e. she wants to remain independent.
I am really struggling to strike a balance and hope to use your replies to this clock example in other
matters that I may face in the months/years to come.
Thanks
http://forum.alzheimers.org.uk/showthread.php?39419-to-buy-a-clock-with-day-date-or-not
Hello, I’d be inclined just to introduce things (like the clock) that you consider beneficial, but would
avoid asking her to make a decision about whether she wants it or not, as decision-making is
something she will find hard and will get anxious about most days.
We were advised to put up a whiteboard in the kitchen, on which you could jot down reminders –
8 you could even tell Mum that these are to remind YOU about things, not her You could always write
the day of the week up there every day. That way, she can refer to it if she’s able/wants to. If she
doesn’t, don’t say it’s on the board/on the clock. That won’t make her independent, it’ll stress her
out. Just tell her the day, whenever she asks, and move on.
http://forum.alzheimers.org.uk/showthread.php?39419-to-buy-a-clock-with-day-date-or-not
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 Hi there- our mum has been in her CH since Oct. 2012 and sometimes she is unsettled and wants
to come home to her pets (since rehomed sadly). We visit twice a week and most times she is sad
and cries for her home. This is impossible as she has vas dementia and was unable to cope at
home i.e. couldn’t use phone, TV, micro. Was wandering, unable to dress, wash etc. She now is
9 unable to speak clearly- everything is gibberish. My sister and I feel so sad for mum and like you,
don’t know what the answer is. At least our mums are safe and cared for- it’s not ideal though when
we know that they are unhappy, there is no answer.
http://forum.alzheimers.org.uk/showthread.php?53820-After-11-months-mum-still-I-accept-being-in-
Home
Mum was diagnosed with AZ in October – living alone (5 mins from me), still driving – very forgetful,
fiercely independent and (I think) is either in denial or has forgotten all about her diagnosis
10 Dvla have been informed re diagnosis, but mum has forgotten that and thinks she’ll know when
she’s too old to drive.
http://forum.alzheimers.org.uk/showthread.php?53832-Help-needed-keeping-mum-safe
I had a real problem like this with Dad. Does she respect her Doctor? I phoned Dad’s Dr and told
him I was concerned he wasn’t safe driving. He said the last time he saw him he was ok and I said
right you go and see him and if you feel he’s still safe to drive say so if not tell him. He went and told
him he should not drive. My father took his advice (reluctantly) and sold his car. Unfortunately the
11 Doctor told him I’d spoken to him so Dad has blamed me ever since for him losing his licence. One
of our friends took a part from her mother in laws car so that she couldn’t start it. Her MIL never
drove again and never said that the car wouldn’t start. In fact she used to say she’d been out and
about all over the place in her car.
http://forum.alzheimers.org.uk/showthread.php?53832-Help-needed-keeping-mum-safe
Information required re: Wandering client devices
Has anyone come across a wander client device that sends an alert to a mobile phone, beeper etc.
and then tracks an individual with dementia if they leave a set perimeter of their home?
12 The idea is that the person with dementia can still live independently, but safety and wellbeing are
maintained.
Any information would be appreciated.
53775-Information-required-re-Wandering-client-devices
!
Assisted Living CT
Many elderly parents may feel that such a system is an invasion of their privacy.
13
http://www.assistedlivingct.com/blog/2012/11/30/elderly-monitoring-systems/
The biggest fear for most elderly parents is not death; it’s becoming a “burden” on their children. Let
them know that a remote monitoring system can help you take care of them and keep them safe
14 while allowing you to manage your busy life.
http://www.assistedlivingct.com/blog/2012/11/30/elderly-monitoring-systems/
!
At Dementia
Burnt saucepans. Has anyone come across a device that helps someone with dementia remember
that they have put a saucepan on the electric hob? The person concerned is elderly and is not able
15
to master a microwave.
http://www.atdementia.org.uk/forum.asp?fCat_id=3
Digital photo frame with calendar. I have been looking for an electronic calendar for my mother and
16 was dismayed how hard it is to find one.
http://www.atdementia.org.uk/forum.asp?fTopic_id=9
My grandmother is acquiring dementia but she still wants to live at her house so we are supporting
that. Sometimes I worry though. What if she leaves the oven on? She loves to cook, so it's a
legitimate worry. I want to get her a medical alert necklace or bracelet so that if she falls or
17 something then she will be able to call for help. Does anyone have any recommendations of a good
brand? I have heard of one type, but I don't know about the Life alert cost. Does anyone have any
experience with that type? Any advice would help me.
http://www.atdementia.org.uk/forum.asp?fTopic_id=35
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 carersuk
Mum, aged 93, came out of hospital unable to walk and was given a cricket hoist. This was no good,
as she can’t stand so an electric hoist was ordered. Now I have been she might not get that and
18
stay in bed 24/7 with pads. How can I get her out of bed?
https://www.facebook.com/carersuk
!
Cobalt Project Blog
My Facebook account has frozen completely, another problem is. She took me through all the steps
demonstrating me how to upload information onto my computer. I have no memory at all how to do
19 this. Knowing her, she has probably left written instructions but the problem is I have forgotten
where I put them.
http://cobaltproject.org/page/4/
Causing me a great deal of frustration.
20
http://cobaltproject.org/page/4/
!
Grasnet Blog
It also has its difficulties, like keeping quiet when I have a thousand opinions on the best way to be a
21 parent.
http://www.gransnet.com/blogs/remember-grans-mums-the-word
!
Grasnet Forum Blog
I feel guilty at not being on hand to help
22
http://www.gransnet.com/forums/blogs/1196094-Grandparents-and-childcare
My parents lived a distance away from the rest of the family, and my mother flatly refused to
acknowledge that anything was wrong, even though my husband and I were getting increasingly
23 concerned.
http://www.gransnet.com/forums/blogs/1194860-My-mother-and-dementia
!
ILC Blog
Many older people have told us that they want to feel a sense of pride in their local area.
24
http://blog.ilcuk.org.uk/2011/06/10/guest-blog-gemma-bradshaw-age-uk-achieving-pride-of-place/
!
ILC UK Blog
Cost is likely to be a factor, as well as continuing issues over ease of use. Ofcom report that 54%
over 75s have difficulty-using PC compared with 3% 16-24 year olds.
25
http://blog.ilcuk.org.uk/2013/01/09/over-75s-face-continued-digital-exclusion-whilst-mobile-becomes-
universal-for-young/
Older internet users were more likely to feel in control of their life, and less likely to be isolated or
26 lonely.
http://blog.ilcuk.org.uk/2012/11/29/can-we-“nudge”-older-people-online-or-might-we-need-to-compel/
Older people may be comfortable with existing ways of receiving services and a jump to online could
27 be daunting
http://blog.ilcuk.org.uk/2012/11/29/can-we-“nudge”-older-people-online-or-might-we-need-to-compel/
If older people have experience of performing certain tasks offline, they may assume that these
28 remain the most effective way for them.
http://blog.ilcuk.org.uk/2012/11/29/can-we-“nudge”-older-people-online-or-might-we-need-to-compel/
Given that many peers, older people’s peers are offline, it is perfectly understandable that older
29 people don’t consider using the internet a social norm.
http://blog.ilcuk.org.uk/2012/11/29/can-we-“nudge”-older-people-online-or-might-we-need-to-compel/
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Imagine Age Blog
There’s nothing to be done. They’re just old.
30
http://blog.imagineage.com/is-melancholy-an-inevitable-outcome-of-getting-old/
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 Independent Living Blog
I think in a place like that, life is restricted
31
feed://independentlivingblog.com/feed/
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JRF Betterlife Blog
Highlights how important it is to be able to be yourself whether or not you need care
32
http://betterlife.jrf.org.uk/story12.html#
Tony is 69 and lives with his mum, 91: “I try to help with the hoovering, cleaning and washing. Mum
won’t let me do the cooking she’s very independent. She’s my mum and she looked after me and
33 now I look after her. 50:50 I call it.
http://betterlife.jrf.org.uk/story1.html#
Living with dementia has meant the loss of support from family and the wider community. There is a
34 sense of isolation from activities and places that were considered to be normal.
http://betterlife.jrf.org.uk/story2.html#
Living alone means that his physical security is paramount.
35
http://betterlife.jrf.org.uk/story4.html#
When it comes to life, health or anything else, people find lies are sweet and the truth is bitter …
Never get depressed, I don’t focus on what I don’t have. Always keep your heart full. I have fallen on
36
my face many times in life but I had to get up. You cannot spend your life eating dirt.
http://betterlife.jrf.org.uk/story4.html#
Everything is done for me because now I am disabled. Being a Gypsy man for me is about freedom;
37 it is going where we want to go and to have a choice to do what we want.
http://betterlife.jrf.org.uk/story11.html#
!
Retirement Living Blog
Steve, We need to concentrate and remove the stigma of walkers away. The public needs to be
educated and adjust its perception of aging. By masking a walker, we are giving in.
38
http://www.retirement-living.com/publisher/what-if-we-started-using-baby-strollers-for-balance-
instead-of-walkers/
Unfortunately, most stand up routines probably do more to feed the traditional stigmas of aging, but
39 as they say . . . that’s entertainment!
http://www.retirement-living.com/publisher/aging-is-a-laughing-matter/
When people learn I am in the “aging” business they usually open up and start telling me how “old”
40 they feel, and how the “aging process” has got them down.
http://www.retirement-living.com/publisher/13711/
!
Transition Aging Blog
We see our parents struggling with their living situation, and we have tried every way possible to talk
41 with them about it, but they refuse to accept help in their home.
http://www.transitionagingparents.com/2011/03/25/how-to-help-an-aging-parent-who-refuses-help/
This is the first step to losing my independence. If this happens, what’s next?
42
http://www.transitionagingparents.com/2011/03/25/how-to-help-an-aging-parent-who-refuses-help/
Over time, Mom’s RA has interfered with her love of reading as holding books became more difficult.
I suggested she might consider getting an e-reader like the Amazon Kindle, a electronic device that
is the size of a small book, lightweight, portable, easy to use and can hold hundreds of books, but
43 she wasn’t interested. She said, “Part of what I like about reading is holding the book and turning
the pages.
http://www.transitionagingparents.com/2011/02/15/read-on-selecting-the-right-technology-for-an-
aging-parent/
!
Twitter ILC Blog
#sociallyexcluded I like the US term 'healthy seniors' rather than 'older people'. No time at all for
'elderly' and ban 'geriatrics'.
44
http://blog.ilcuk.org.uk/2012/09/19/live-blog-is-social-exclusion-still-important-for-older-people-an-ilc-
uk-discussion-supported-by-age-uk/
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 YoungDementia uk
‘I have been much more than all these things and I still am me. I am an individual.
I experience dementia individually. I am the expert on how this disorder affects me.
I am more disabled by the reaction of people to the stereotype image of dementia than I am by the
45
symptoms of the disorder.
I have had a life of my own and I want to go on having one for a very long time.
http://www.youngdementiauk.org/newsletters.htm
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2. Content Analysis
wel*being
WEL's base level equipment. Consisting of a telecare hub together with a pendant trigger. When the
pendant trigger or call button on the hub are pressed you are automatically linked to our 24 hours a
1 day 365 days a year call centre, via your telephone line using the hands free microphone and
speaker built in to the hub.
http://www.welbeing.org.uk/telecare-lifeline-pendant.asp
By using this unobtrusive system you are able to raise the alarm from anywhere in your home,
2 simply by pressing a small light weight pendant, which you can carry with you throughout the day.
http://www.welbeing.org.uk/telecare-lifeline-pendant.asp
This tried and tested solution has been a lifesaver for thousands of people who have fallen or
collapsed and would not otherwise have been able to summon help. Weekly charges include
3
equipment rental and on-going maintenance and support. There is a one off installation charge.'
http://www.welbeing.org.uk/telecare-lifeline-pendant.asp
!
3millionlives
The WSD Headline Findings for Telehealth45% reduction in mortality rates
20% reduction in emergency admissions
15% reduction in A&E visits
4 14% reduction in elective admissions
14% reduction in bed days
8% reduction in tariff costs
http://3millionlives.co.uk/about-telehealth-and-telecare
Helps keep people out of hospital and avoids all the pressures this can put on them and their
5 families.
http://3millionlives.co.uk/about-telehealth-and-telecare
Can help improve the reach of the services that the NHS provides, looking after those who are often
6 ‘invisible’ from the main acute services.
http://3millionlives.co.uk/about-telehealth-and-telecare
More effective self care
Improves quality of life for carers
Less travel and disruption for routine check-ups
7 Retention of dignity
Increased confidence to manage own health
Fewer stressful, unplanned hospital admissions
http://3millionlives.co.uk/about-telehealth-and-telecare
Through risk stratification, professionals can identify those people in their practice who have LTCs
8 and could be better supported if telehealth were adopted
http://3millionlives.co.uk/about-telehealth-and-telecare
Professionals see less impact on family members/carers of people with Long Term Conditions
9 (LTCs) as they start to take more control of their own health
http://3millionlives.co.uk/about-telehealth-and-telecare
More regular data means professionals can be better informed of a person’s health status which
10 leads to early intervention and proactive care
http://3millionlives.co.uk/about-telehealth-and-telecare
!
AGS Tech
More and more people want to live an independent lifestyle for as long as they possibly can.
Telecare enables them to do this whilst still giving the individual and their loved ones the piece of
11
mind that help is always available 24 hours a day, 7 days a week.
http://www.ags-tech.co.uk/services/telecare/
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 Airproducts
Telehealth enables individuals to take more control over their own health with information about their
12 health condition being monitored regularly and issues flagged before they become 'care critical'.
http://www.airproducts.co.uk/homecare/patients_carers/telehealth/index.htm
With the remote monitoring provided by your Telehealth service you may find that you become more
independent and feel you are more aware of your condition. Being remotely monitored in this way
13 could mean that your levels of reassurance regarding your personal healthcare are increased and
your levels of anxiety regarding your condition are reduced.
http://www.airproducts.co.uk/homecare/patients_carers/telehealth/benefits.htm
!
Apello
NAPP supports Appello because it encourages independence for the patient, control for the patient
14
http://www.appello.co.uk/?gclid=CKG_9e7lu7UCFY3LtAodemwAoQ
The aim is to help individuals to regain and maintain their health and independence, thereby
avoiding unnecessary use of costly services such as hospital admissions. The Government is also
committed to delivering personal health budgets by 2013 to give individuals and their families’
15
greater control over their own health and the option to commission innovative technologies such as
telehealth.
http://www.appello.co.uk/why_telehealth
Recent research by the Department of Health highlighted that over 90% of people with Long Term
Conditions say they want to be more active self-carers and over 75% would be confident in being a
16 self-carer if they had support and assistance, telehealth is enabling this to be achieved by these
patients.
http://www.appello.co.uk/why_telehealth
Appello were keen to discover what people working in the industry felt service users valued most
about their service. Conference delegates, and those following the event on Twitter were asked, to
complete the following statement: “I believe what service users value most is…”. From the results
17
Appello have created a video presenting the findings. The results show that the most commonly
used words by delegates were; ‘independence’, ‘reassurance’, ‘peace of mind’ and ‘convenience’.
http://www.appello.co.uk/news
!
Aster Living
We all value our independence and a telecare alarm will help you keep yours.
18
http://www.asterliving.co.uk/services/aster-living-telecare/
It’s usually wireless, unobtrusive, easily installed by our team and they’ll help you to use it.
19
http://www.asterliving.co.uk/services/aster-living-telecare/
!
Bosch Healthcare
Telecare Systems from Bosch Healthcare support elderly citizens and people with disabilities to live
20 an independent and secure life in their familiar surroundings.
http://www.bosch-telehealth.co.uk/en/uk/products_2/telecare_systems/telecare_systems.html
!
Call 24
Independence is important to us all, whatever our age, whatever our situation. But, if we become
21 vulnerable for any reason, it shouldn’t mean that we have to feel reliant on family and friends.
http://www.call24hour.com/
Call24 is suitable for anyone of any age
22
http://www.call24hour.com/
!
Cardiff Council
"Safety & Support in your home at the push of a button"
23
http://www.cardiff.gov.uk/content.asp?nav=2%2C2867%2C2904%2C3554%2C3563
This can give you the extra peace of mind of a Bogus Alarm system, which you can press to alert us
24 that someone suspicious has come to your door.
http://www.cardiff.gov.uk/content.asp?nav=2%2C2867%2C2904%2C3554%2C3563
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 Careline
A personal emergency alarm is a discreet way to ensure you and your family have the reassurance
that someone is there to help, should you need it. They can be worn on you at all times and are
25
used by thousands of people all over the UK.
http://www.carelineuk.com/for_individuals
The alarm is not only simple to use but also easy to install. The product consists of a pendant which
can either be worn on the wrist, around the neck or even clipped to a pocket, and a base unit which
26 attaches to the phone line. This unit receives the signal from the pendant to contact our CarelineUK
monitoring team when you press it.
http://www.carelineuk.com/for_individuals
!
Chubb
Chubb Community Care takes pride in knowing how to provide respectful assistance, not just to
27 people receiving care, but also to those responsible for providing it.
http://www.chubbcommunitycare.co.uk/products/
!
Eden Community Alarms
We can help you maintain an independent lifestyle whilst still feeling safe and secure within your
28 own home.
http://www.ecalarms.com/
!
Eldercare
Our products help people to lead independent lives, with the comfort and reassurance of a support
29 system in times of need.
http://www.seniorlinkeldercare.co.uk/
Suitable for everyone, we provide units nationwide, usually by the next working day. With simple
30 and straightforward guidance, most people can be up and running in minutes.
http://www.seniorlinkeldercare.co.uk/helping-at-home/#pendant-alarms-and-monitoring
We recognise that not everyone likes the idea of a pendant alarm system.
31
http://www.seniorlinkeldercare.co.uk/helping-at-home/#pendant-alarms-and-monitoring
!
Folkestone
This alarm is linked to your own phone line and it is simple and easy to install.
32
http://www.shepway.gov.uk/content/view/313/4408/
!
frequency precision
Our products can alert carers when an individual leaves a bed, a chair, a room or a home. This can
give the elderly or infirm increased freedom, alerting the carer only when necessary. Our monitoring
33 systems are used widely throughout the care home sector and are also suitable as telecare for
carers in their own homes. Our products are popular with those caring for people with dementia.
http://www.frequencyprecision.com/
The systems we make draw from experience gained over twenty years and represent a tested and
effective approach to monitoring. Our systems are tailored to suit the requirements of a particular
34
premises.
http://www.frequencyprecision.com/
The system is easy to setup and usually no professional installation is required. Most products can
be moved easily between different locations and could even be taken on holiday. We are constantly
35
working closely with our customers to develop new products to improve the standard of monitoring.
http://www.frequencyprecision.com/
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 Helplink South
Most people are concerned about losing their independence at some point of their lives, be it
36 through growing older, becoming ill or disabled.
http://www.helplinksouth.com/
Our aim is to Restore confidence, independence and peace of mind and encourage people to
37 remain in their own homes and be a member of their own community.
http://www.helplinksouth.com/aboutus.html
!
ILT 247
No-one can predict when or why they might require help in their home. An unexpected fall, being
taken unwell, a domestic accident causing fire, flood or gas leak, or even a break-in are just some of
38
the reasons why we all require outside assistance at some point in our life.
http://www.ilt247.com/
Independent Living Technologies’ telecare service is a trustworthy and failsafe way of ensuring that
39 our clients get exactly the help they need when they most need it.
http://www.ilt247.com/
!
invicta
For many it is simply reassurance that someone is there every minute of the every day. It may be a
reminder that you have left a saucepan on the stove, or help if you feel unwell or have fallen, for
40 others it could be life saving.
For everyone we offer complete peace of mind.
http://www.invictatelecare.co.uk/
Invicta Telecare can help you, or your relatives, live independently at home with more choice and
41 control over your own well-being.
http://www.invictatelecare.co.uk/
The desire to live independently at home with more choice and control over your own well being has
never been stronger. We can help you.
Getting older or coping with an illness or disability can be an anxious time, not just for you but for
42
family and friends too. We can help you.
We provide a Telecare alarm service for over 120,000 people, young and old, across the country.
http://www.invictatelecare.co.uk/
Keeping you safe at home Your home, your life, your choice
43
http://www.invictatelecare.co.uk/
In addition to the pendant or wrist strap, we offer a range of detectors to help keep you safe at
home. The equipment can sense risks such as smoke, floods, gas and if you have left a saucepan
44 on the hob. It sends a message through to our Telecare team who can help you with the problem
before it becomes serio
http://www.invictatelecare.co.uk/
Our Telecare service helps people to remain safely and happily for longer in their own home. For
45 families we can take away a lot of worry and anxiety felt when they leave a loved one at home
http://www.invictatelecare.co.uk/
!
lifeline
Lifeline is a 24-hour personal alarm service, always there for you, day or night. It gives you the
confidence to live independently; safe in the knowledge that help is available at the push of a button
46
if you need it.
http://www.lifelineonline.org.uk/index.html?gclid=COrZptCMtLUCFW_KtAod0ywAuw
Our customers include older people, people with disabilities and people who have been the victims
of domestic abuse. However, a personal alarm service is not just for medical emergencies. It can
47
also give your loved ones reassurance that your personal safety is being monitored every day.
http://www.lifelineonline.org.uk/index.html?gclid=COrZptCMtLUCFW_KtAod0ywAuw
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 Why you need one
Lifeline could be for you if:
•You have recently been discharged from hospital and require additional support
48 •You are housebound
•You are vulnerable whether young, elderly or disabled
•You are living with a long term medical condition
http://www.lifelineonline.org.uk/index.html?gclid=COrZptCMtLUCFW_KtAod0ywAuw
!
Reassure 24
However many people feel they are not quite ready for a pendant Careline alarm, yet relatives may
49 still have some concerns over their welfare.
http://www.reassure24.co.uk
!
Riverside
Our Careline Service lets you live independently with the peace of mind that help is available at the
50 touch of a button...
http://www.riverside.org.uk/north_west/cumbria/services/your_home/careline_service.aspx
Careline is available to anyone who needs the reassurance that help is at hand. All you need is a
51 telephone line and a power supply for your unit.
http://www.riverside.org.uk/north_west/cumbria/services/your_home/careline_service.aspx
!
sencit
As well as detecting falls and incapacitation, SeNCit can also help with wandering, room
temperature and power cut issues within the home. Switching to a security system when the house
52 is empty, this all-in-one device will provide local authorities and concerned relatives with a
comprehensive care package at a cost effective price.
http://www.sendtech.co.uk/SeN-Cit/index.shtml?gclid=CPX8-tGMtLUCFYXLtAod4xAAng
“SeNCit is a new and unique device for helping to keep a remote but discreet ‘eye’ on lone or
vulnerable individuals. With its main function being to let you know via text message when
53 someone has had a fall or become incapacitated, this compact device also includes other important
alarm features all in the one neat package.”
http://www.sendtech.co.uk/SeN-Cit/index.shtml?gclid=CPX8-tGMtLUCFYXLtAod4xAAng
•The individual does not have to raise the alarm or remember to wear a device.
• Its multi-function, compact and discreet meaning individual feels safe but not stigmatised.
• Its running costs can be as low as a few pence a month.
54
• Alert messages go direct to carer’s mobile or landline phones meaning less delay and complete
peace of mind for relatives.
http://www.sendtech.co.uk/SeN-Cit/index.shtml?gclid=CPX8-tGMtLUCFYXLtAod4xAAng
With alarm messages being sent directly to carer’s mobile or landline phones, this system means
that it is independent of Call Centres and requires no landline within the individual’s home for
installation. This makes it simple to set up and run. Coupled with low running costs that need only
55
stretch to the cost of a text message per alarm, it also means that members of the public can now
get access to a system they can install, manage and understand themselves if they wish.
http://www.sendtech.co.uk/SeN-Cit/index.shtml?gclid=CPX8-tGMtLUCFYXLtAod4xAAng
In an ideal world, we would be living with our elderly relatives watching over them and ‘picking them
up when they fall’ or we would be calling and visiting every day to check all is well. In today’s
society, this is rarely possible. Perhaps we could have CCTV cameras in every room so we can go
56
online and check every so often? However, costs for such a device would be prohibitive, impractical
for the carer and our relatives would be outraged at such an intrusion!
http://www.sendtech.co.uk/SeN-Cit/index.shtml?gclid=CPX8-tGMtLUCFYXLtAod4xAAng
Its so simple, its obvious. The biggest and most important indicator of whether a human being is in
trouble (health wise), or not is their ability to move around. We all slow up and become still when
we are very unwell or have had an accident. So if we look for this lack of movement, we have an
57 almost perfect indicator that something is wrong.
The good news is we can do this cost-effectively and with scarcely any intrusion by using the new
SeNCit
http://www.sendtech.co.uk/SeN-Cit/index.shtml?gclid=CPX8-tGMtLUCFYXLtAod4xAAng
!

! 186!
 Sovereign Careline
Our service gives you peace of mind and help at the touch of a button, helping you to stay
58 independent in your own home.
http://www.sovereigncareline.co.uk/care-alarms.html
Anyone of any age can use a care alarm, especially if you live alone, feel vulnerable, are disabled or
have been the victim of crime. You may want an alarm just so you know that you could get help if
59
you could not reach your phone.
http://www.sovereigncareline.co.uk/care-alarms.html
!
Telecare 24
More of us are living longer and want to retain our independence in our own home. A Careline
personal pendant alarm is the perfect way to give you and your loved ones peace of mind - knowing
that help is available 24 hrs a day, 365 days a year. You can wear our lightweight waterproof
60
pendant around the home or in the garden and still be able to contact us at the touch of a button if
you require assistance
http://www.telecare24.co.uk/?gclid=CKLjxe3lu7UCFcbKtAodNXUALQ
“TeleCare24 has provided peace of mind for both me and for my family and has indeed already
been of massive benefit. I suffered a fall a few weeks ago but with the help of my Careline alarm a
61 neighbour was able to help me very quickly” - Mrs Purvey, Leicester
http://www.telecare24.co.uk/?gclid=CKLjxe3lu7UCFcbKtAodNXUALQ
Be safe and independent in your own home Our Careline alarms are used by people of all ages and
walks of life. You may for example be concerned about an elderly loved one who lives alone, has
become a little unsteady on their feet and is now at risk of suffering a fall at home or who suffers
from a medical condition that may require a rapid response. Every day TeleCare24 Careline alarms
62
are helping thousands to be safe and independent in their own homes. You and your loved ones too
can enjoy total peace of mind knowing that our highly trained Care Team are just a press of a button
away should any help be required 24/7, 365 days a year.
http://www.telecare24.co.uk/?gclid=CKLjxe3lu7UCFcbKtAodNXUALQ
!
Telecare in Gloucestershire
Telecare is the provision of care and support from a distance. It use's sensors placed around your
63 home to monitor accidents and emergency situations
http://www.gloucestershiretelecare.org.uk/telecare.asp?id=6
Independence with The Aid Of Technology
64
http://www.gloucestershiretelecare.org.uk/telecare.asp?id=6
The service helps to keep people safe and helps them to stay living independently in their own
home. We offer support for people with problems such as Dementia, Learning Disabilities, Physical
65
Disabilities and Mental Health problems.
http://www.gloucestershiretelecare.org.uk/telecare.asp?id=6
The Telecare system uses technology to provide direct communication with a monitoring centre.
Sensors are connected to a monitoring system using a telephone line and lifeline unit. These
66 sensors detect potential dangers, such as smoke or flooding, and alert the monitoring centre.
Telecare can also provide support for those prone to wandering or with memory difficulties.
http://www.gloucestershiretelecare.org.uk/telecare.asp?id=6
The Monitoring Centre is manned by fully trained operator's 24/7 who will respond immediately.
67
http://www.gloucestershiretelecare.org.uk/telecare.asp?id=6
The types of response from the monitoring centre could include:
Reassurance if it isn't an emergency – the lifeline has a speaker that can be heard from a distance
so the operator can hear your voice.
68 Contacting a relative or friend to check that you are safe.
Contacting your housing manager or warden.
Contacting an ambulance, fire brigade or police.
http://www.gloucestershiretelecare.org.uk/telecare.asp?id=6
!

! 187!
 The Benefits Of Telecare
It provides reassurance and peace of mind to the individual and their relatives.
The equipment is non-intrusive and increases security. It is easy to use and can be tailored to your
needs.
69 It provides a rapid response in the event of an emergency.
Enhances the quality of life for vulnerable community members.
It allows you to live more independently in your own home.
It increases the safety and security of living at home.
http://www.gloucestershiretelecare.org.uk/telecare.asp?id=6
!
Telehealth Solutions
Telehealth is about proactively working in partnership with the patient to give them the confidence to
remain healthy and stable at home for as long as possible. Patients are able to stay at home, and be
70
healthier for longer, or discharged from hospital earlier.
http://www.thsl.co.uk/
!
Tunstall
Tunstall’s solutions promote independence by managing environmental risks such as fires, floods
71 and gas leaks, and help to protect individuals from burglary, bogus callers and anti-social behaviour.
http://www.tunstall.com/what-we-do/assisted-living
Our products have been designed to enable tailored packages of care to be delivered specific to
individual needs and provide effective support to people from all walks of life including those with
72
dementia, learning disabilities, and sensory or physical impairments.
http://www.tunstall.com/what-we-do/assisted-living
We are committed to enabling people to live as independently as possible for as long as possible
73
http://www.tunstall.com/what-we-do/assisted-living
We will treat all people with dignity and respect
74
http://www.tunstall.com/what-we-do/assisted-living
We will respect the confidentiality of information we hold
75
http://www.tunstall.com/what-we-do/assisted-living
!
Worchestershire Telecare
They simply press the red button on their personal alarm trigger or base unit and they will be
76 immediately connected to our 24-hour Monitoring & Response centre.
http://www.worcstelecare.org/telecare_services/
!

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3. Interviews
Interview Structure for Middle Age (35-65)
Time Theory Questions
Introduction to the project: who we are, what our research is about
3 mins Intro Intro to assistive technology: pictures and explanation
Intro to interview process: game, questions, game again
Family
Parents
Assistive Technology
Coffee/Tea – whatever on the table
Association People who need assistance
3 mins
Game Gift
Retirement
British people
Senior adults
Sweets
Are there any elderly people you care for?
How often do you see the elderly you care for/how far do they
N/A General
live?
Do you have kids?
Do you ever decide together with your parents whether or not to
Family buy things?
N/A Decision How does it usually happen?
Making Is there a difference in decision-making process when buying
cheaper or expensive products?
How do you find out about new technology?
Which source of information is usually the most useful?
Do you try to find out about new technologies even if you or your
family is not planning to buy it?
When deciding to buy a product related with the health of the
elderly you care for, which source of information is the most
Technology important to you?
N/A
Adoption Have you heard of assistive technology?
Would you consider assisted living technology as something
useful for your parents?
If you decide to purchase an assisted living product what would be
your main concerns about the suitability of the product particularly
for your parents?
How would you try to find out if it is suitable for them?
When you are buying presents for your parents how does is make
you feel?
Consumer What about if you are buying assisted living products for your
N/A
Involvement parents as a gift?
How do you think your parents would feel about a present like
this?
I like reading because…
Retired people usually are…
I live in Bath because…
Finish the Elderly people need assistance when…
4 mins Sentence Technology is made for…
Game British people are famous for…
Assisted living products are made for…
Family consists of…
Buying a gift for parents means…
N/A Wrap Up Confirm age, whether they want to participate in the focus groups
!

! 189!
Interview Structure for Elderly (65 or over)
Time Theory Questions
Introduction to the project: who we are, what our research is about
3 mins Intro Intro to assistive technology: pictures and explanation
Intro to interview process: game, questions, game again
Christmas
Family
Technology
Assistive Technology
Association Coffee/Tea – whatever on the table
3 mins
Game People who need assistance
Retirement
British people
Senior adults
Sweets
Is there anybody younger who takes care of you and helps you?
N/A General How often do you see them?
Do you live alone?
Have you heard of assistive technology?
How do you find out about new technology?
Which source of information is usually the most useful?
Technology
N/A Do you try to find out about new technologies even if you are not
Adoption
planning to buy it?
If you are interested in technology but unsure if it suits you
personally, how do you find out if it is for you?
Do you ever decide together whether or not to buy things?
Family
How does it usually happen?
N/A Decision
Is there a difference in decision-making process when buying
Making
cheaper or expensive products?
Self- Can you share how you feel at this point in life?
N/A
perception What do you think of elderly people?
When deciding to buy a product related with your health, which
source of information is the most important to you?
Reference Looking at the products on the picture, who do you think would
N/A
Group use them?
What do you think others think of people who use assisted living
products?
I like reading because…
Retired people usually are…
I live in Bath because…
Finish the Being independent means…
4 mins Sentence Technology is made for…
Game British people are famous for…
Assisted living products are made for…
Family consists of…
Being a senior adult means…
N/A Wrap up Confirm age, whether want to participate in focus groups.
!

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Pictures used in Interviews

! 191!
Interview Recruitment Material

! 192!
Individual Interviews Schedule

Agreed to join focus

Participants Date Time Venue Age Age Category Gender Interviewer
groups

R1 26-Nov 10:30 Café 66 Elderly M Jelena Y

R2 26-Nov 11:30 University of Bath 55 Middle age F Caroline N

R3 28-Nov 11:00 Bath City Library 80 Elderly M Ahmet Y

R4 29-Nov 09:00 Café 43 Middle age F Amy N

R5 29-Nov 11:00 Bath City Library Elderly Elderly F Tae Y

R6 29-Nov 15:00 Bath City Library 56 Middle age F Caroline N

R7 03-Dec 11:30 Café 36 Middle age F Caroline N

R10 04-Dec 14:30 Café 57 Middle age F Sally N

R11 04-Dec 16:30 Café 35 Middle age M Amy N

R8 04-Dec 12:30 Café 67 Elderly M Ahmet N

R9 04-Dec 12:30 Café 64 Elderly F Tae Y

R13 05-Dec 13:00 Café 68 Elderly M Ahmet N

R14 05-Dec 14:00 Bath Pavilion Elderly Elderly M Sally N

R15 05-Dec 14:30 Bath Pavilion Elderly Elderly F Ahmet N

R12 06-Dec 10:30 Café ME Middle age F Jelena Y

R16 12-Dec 10:45 Café 82 Elderly M Jelena Y

R17 12-Dec 11:30 Café 76 Elderly F Jelena Y

R18 12-Dec 13:00 Café Elderly Elderly M Amy Y

R19 12-Dec 14:00 Café 66 Elderly F Tae N

R20 13-Dec 12:00 Café Elderly Elderly M Caroline Y

R21 13-Dec 16:00 University of Bath ME Middle age F Caroline N

R22 13-Dec 12:00 Café Elderly Elderly F Amy Y

! 193!
Individual Interview Transcripts
Interview Transcript 1 - Elderly
Interviewer (A) Respondent (R1)
A: So let’s start with a game.
R1: Right.
A: So, I will give you a word and without thinking too much please give me the first
thing that comes into your mind. Christmas
R1: Present!
A: Present, perfect! Family
R1: Ties
A: Ties. Technology
R1: Geeks
A: Geeks, that’s fine. Assistive Technology
R1: Helpful
A: Coffee
R1: Is it just one word or anything?
A: Anything, anything.
R1: Perks you up
A: People who need assistance
R1: People who need assistance... The elderly?
A: Sure. Retirement
R1: A mixed, a mixed bag
A: Of what?
R1: Well, it has its own pros and cons. I mean, take my own example. I was very
much involved in my work and very much involved. When I retired I find it
difficult to get the same kind of satisfaction out of the file now that I am retired.
A: What are the pros then?
R1: Well, you do have time to do the things you want to do but you require disciple
to do that, I think. It’s the only problem. So you do have time to do it. It’s
knowing what you want to do and having the disciple to carry it through.
A: Okay. British people
R1: British people
A: It’s not a trick question.
R1: No, no. Reserved.
A: Okay, perfect. Yeah, it’s quite a common one. Senior adults.
R1: Adults... Liabilities, liabilities

! 194!
A: And the last one. Sweets
R1: Sweet? Tooth decay.
A: Nice, thank you! So, I guess now we will move onto more general questions
about you. So, do you have anybody younger who takes care of you?
R1: No.
A: So maybe children, neighbours, anybody? Not necessarily like a carer taking
care of you every time but just you know coming and helping at some point.
Assisting with something, you know, helping with decisions, anything.
R1: Well, obviously my wife. That’s an obvious. She’s a little bit younger than me
but not much. I have got a daughter living with me but she’s very independent.
No I don’t. I can’t think of anybody that’s younger that’s really helpful, no.
A: Okay, but your daughter does live with you?
R1: She does live with us.
A: But really independently, doesn’t she?
R1: Sorry?
A: She lives independently.
R1: So, so. I mean she lives in her room. She is very sort of in many ways she is in
her room with her laptop and she has her own life to lead. But we do meet up
very occasionally, very occasionally because of her work routine. I mean she
works at night and she doesn’t get up till late and we are normally out so we
don’t sort of see a lot of each other.
A: I see.
R1: <laughs>
A: Okay
R1: I don’t know if that answers your question.
A: No, it does, it does. In fact, I wanted to ask three questions but you have
answered all of them in one. You, actually, have been really great, so that’s
exactly what we are looking for.
A: Now probably I will move on to technology, asking a few questions about all
kinds of technology. So have you actually ever heard about the assistive
technology. I mean, when I was explaining you like know that...
R1: I mean, I wouldn’t end up where and what the term meant for haven’t you
having explained it. The items you were talking about I am fairly familiar with
my mother would have had a.. (shows to a picture)
A: A pendant
R1: a warning machine. A pendant.
A: Mm…
R1: Yeah, and I know people who have them. Yes, that kind of thing.
A: Mm, do you know many people who actually use them?

! 195!
R1: Not now, I mean people that I have known who had them have now passed on.
I don’t know anybody at the moment who uses this one.
A: What was their general experience with it?
R1: I think in some ways a bit resistant to use them. Perhaps generally fear of new
technology.
A: Mm…
R1: I think that’s a problem. People don’t like using new technology, bit worried
about it.
A: If you kind of try to find about new technology - how do you usually, what are
your usual sources where you find out about it.
R1: Well, it depends what you call new technology?
A: Anything, anything in general. A phone would be fine.
R1: I mean, I am, I’m… I love gadgets.
A: Nice!
R1: So, I’ve got, I’ve got most of the things most that are on the market: iPad,
smartphone, iPod, all that kind of things, laptops. We’ve got all of those.
A: You are very advanced!
R1: I love I love those things! But my wife doesn’t. <Laughs>
A: That’s fine. I mean...
R1: So I am fairly aware. I mean I do get magazines on computers and things like
that.
A: Mm, so it’s mostly magazines then?
R1: I am, I’m on the Internet. I am on the Internet quite a bit looking at what’s new,
picking up what’s new on Twitter and Facebook and things like that.
A: Nice
R1: Mm
A: Great. So you have mentioned quite a lot of sources of information. Would you
say there is one out of those that is particularly useful?
R1: Yeah, I mean, I…I find the magazines, magazines are very useful, if you talking
about just magazines.
A: Yeah
R1: I find magazines very useful. I often buy them. I got an iPad one delivered
every couple of weeks.
A: Mm
R1: “Computer Active”, which I find very useful.
A: Nice
R1: Yeah

! 196!
A: You, obviously sound like you buy a lot of technology. But if you are not
thinking of buying it for some reason would you still be interested in finding
more about it?
R1: Yes, yeah I think so because. I have a technical background. I have a technical
background so technical things interest me anyway.
A: And if you decide to actually buy something. So let’s say an iPad or anything
but you are not completely sure if it will suite you personally.
R1: Mm
A: For any reason, I don’t know, size, functions, anything. So how would you try to
find out?
R1: I would look on the Internet. I would look at the reviews.
A: Yeah.
R1: Google the item that comes up, number of reviews about different things that
comes up. For instances the latest iPad mini, for instance
A: Mm
R1: I would look for what kind of spec it got and whether I need it or not.
A: And how do you actually decide whether you need it or not?
R1: <laughs>
A: Apart from I want it!
R1: That’s it. That’s it I want it. I am that kind of person, you see. I just have to have
it. I have to … I have to be at the cutting edge. In my time, being at cutting edge
will make you feel good again.
R1: Whenever I go into coffee - Coffee Nero, Starbucks everybody’s got his or her
laptops out, I like to be part of that.
A: Mm
R1: <laughs> Yeah, I know it’s silly but that’s who I am.
A: Do you think there is a certain type of technology that puts you on the cutting
edge and some type of technology that doesn’t?
R1: I think most, most of the latest developments in Sci-Fi and interesting.... I mean
I like to anything, which is good regarding Twitter. For example, I like, I like
Twitter, I like following it. I like a lot stuff that comes out. I think I can keep up
with a lot that is going on through Twitter for example. So anything like that -
which is good communications, have the latest, is it 4… 4G that’s about to...
You’ve got 3G at the moment?
A: Yes, yeah, 4G.
R1: Now 4G. Whether that’s... it’s gone a bit expensive and whether it’s worth the
more expense. I don’t know. Things like that I find interesting.
A: Mm
R1: Yeah.

! 197!
A: If you do decide to buy some kind of technology related to your health, what
opinion and what sort of information would you find to be the most important
when deciding?
R1: The only, the only health problem I have is a high blood pressure. So I do have
my own health... blood pressure monitor at home
A: Mm
R1: Which I use, which you can also use it in something like you can use it... a
device with an iPhone. I often go to the Apple shop and they got devices which
you can link up to your iPhone for testing high blood pressure and things like
that. But I never bought one.
A: Why not or...
R1: Well, I don’t think it’s not necessary.
A: Would you ever think of purchasing something like this in the future? Or you
are not going to think about it?
R1: I mean I already got something, which can tell me. So I don’t really need
anything like that. No, I don’t think I would.
A: Mm, okay. Again, if we look at the product here, at the pictures, and imagine
other types of products very similar. Would you think you would use these
types of products?
R1: I suppose there would be a time when a kitchen minder might be useful. But I
don’t think I got that quite, got to the days yet. But I can see, I can see it the... it
would be helpful. But again, with the pendant alarm, probably there may come
time where I would find that useful but I have not got to that stage yet.
A: Do you actually think that you would be quite ready to buy them at some point
in your life?
R1: At some time in the future, I would be, yes.
A: What do you think other people think of people who use these things? So
again, you said when you have an iPhone or iPad you see yourself as on
cutting edge
R1: Yes
A: And probably other people see you on cutting edge as well. How do you think
people see others who want to see them with these products?
R1: Well, I belong to, you got, you, you contacted me through way through the Civil
Service Pension if you like. A lot of people, who I meet with, we have our
meetings. They are certainly quite older than I am and they have no wish to be
involved with new technology.
A: Yeah, for sure.
R1: Yeah, I mean I was brought up with it at work. I was introduced to it at a fairly
early stage. It’s being something, which I am being connected with for quite
some time. I think a lot of people... as time goes on and people older than I
pass on and new people come on they all of course will be computer literate
anyway. So I don’t think a lot of people of my age, well certainly older than I
am, are going to find it a bit difficult to use and perhaps a bit fearful of it.

! 198!
A: I see. Okay
R1: I don’t know if I am answering your question, as you want them.
A: No, no, no, no, no. You are doing really well. You are actually doing extremely
well. I will move onto slightly different topic now.
R1: Mm
A: More about decision making and how you decide to buy things. When you
actually decide to buy something do you usually make a decision on your own
or maybe you discuss it with somebody and make decisions with somebody
else?
R1: Depends what it is. I mean if it’s a TV, my wife and I we will decide what colour
TV we wanted. But when it comes to other things like computers she nearly
leaves it to me to make the decisions. I have a better understanding what’s
best to buy. I can be very impulsive. I am an impulsive buyer.
A: I see.
R1: Spur of the moment things. I see something I like and I might buy it and then
pay the price later. My wife looks through the chip; you know the bill that comes
in she sees a huge amount of money going outside. <laughs> But she’s very
understanding.
A: Well, that’s why she’s your wife.
R1: Yeah.
A: Is it usually just the two of you that make the decisions? Maybe you ask
somebody else?
R1: Sometimes you might get someone might recommend something you know. A
type of TV, or we bought a TV we liked that TV recommended or something like
that but normally it’s something we decide between ourselves.
A: Is there a difference between buying expensive products rather than something
small and cheap. For example, if you need to buy a new toaster will you
discuss it compared to a washing machine, or again an iPad or a car?
R1: Something like a toaster my wife will decide on that. Kitchen, she is very, very
particular about things like that about the things in the kitchen you know. She is
very particular about what things look like, design and so on. With a car it would
have to be a joint decision. I mean I have my particular preferences when it
comes to cars but she doesn’t. It would have to be very much so a joint
decision, yeah, very much so.
A: What about anything health related?
R1: In what way - food we buy?
A: More like products and technology. When you buy something maybe for both of
you not just one of you in particular, or maybe even just one. So let’s say one of
you need a pendant... Well, one of you might think that either one or the other
might need a pendant or any other assistive technology.
R1: If it was for herself, she would decide herself what she wanted, I think. I would
decide what I wanted. But when it comes to general things in the house she
would make a decision, I think.

! 199!
A: So you have quite a division at home - one does one while the other does
other. That’s really great. You touched a little bit on the retirement and how you
feel. Can you expand on that a little bit? So, when you think of this particular
point in life, age-wise, how do you actually feel about it, maybe compared to all
the experiences you had before and maybe all the experiences you think you
going to have in the future.
R1: The thing about work and having a job at least the job I had I did not have to
wake up in the morning thinking what am I going to do today how am I going to
spend today. It was mapped out for me. I knew what I had to do. Everything
was clear and plain and I knew what to do with my life. Now when I have come
to retirement in many ways I feel like a ship without radar in many ways.
<Laughs> It’s having that discipline taken from me. To be able to make the
most out of the retirement people have to know what they want to do in their
lives, they need to know their interests and the will to do something with that. I
think I found that difficult. Perhaps that’s the way I am. Perhaps I, I think
working for the same company for 43 years and then you find yourself set
adrift, I suppose you might say. I have been retired for 6 years and I still have
not come to terms with it. <Laughs>
A: Actually, it’s quite normal. If I can assure you, it happens with many people.
R1: I do admire people that I meet who have been retired longer - I don’t know if I
have time, I don’t know if I have time to go to work and all the things they have
to do. I wish I could find that. I want to learn to play the guitar. I’ve got to make
an effort finding somebody who teaches a guitar and then keep at it. One of my
problems is that I tend to loose interests fairly quickly. Same with gadgets - I
love them to begin with but then novelty wears off then I have to find something
else to fill that space. Something I have come to terms with.
A: What would you think about elderly people in general? Not yourself but when
you look at the people on the streets? How do you see them? What would you
think of them? What do you think their lives are like?
R1: It’s a good question. I often wonder about that when I look at people. I wonder
how they see everyone else through their eyes. People are retired, still keep
going and I can’t think of an example at the moment. I do feel sorry for a lot of
elderly people. I do feel sorry.
A: In what way?
R1: Because of the inset of health problems you know. ‘Cause one thing people
have to look for to especially when they come to my time in life is the health
problems and health issues. When you start up in life, you know, all these
things to look forward to - like marriage to look forward to, having a family,
great career and all these things. When those things are behind you what do
you have to look forward to then - dementia, growing old, body wearing out, I
mean that, that, seems to be it. So you have to have.... I think it’s very
important to have a positive attitude of mind and not fall into that trap. So do
feel sorry for people who have, you know, bad health and so on. That’s what a
lot of people going to experience and if they die very young.
A: Oh well...
R1: A bit melancholic...

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A: When you see elderly people with let’s say some kind of assistive technology in
their hands, or somewhere on their body or maybe in their house. Does that
make you feel, because again you said in many cases you feel sorry about
them. Does that make you feel more sorry or less sorry for them? Meaning they
are independent or the other way around oh, they need assistance and they
are probably actually sick?
R1: Probably feel less sorry for them and less sorry for them if they have gadgets
and things that help them cope with life.
A: Why would that be?
R1: Anything that is going people make to take the pain away is going to be only
welcome I think.
A: For yourself let’s say in 20 years if you decide to buy something would you ever
consider public opinion of it - what my neighbours, my friends might think if they
see me with this.
R1: Possibly, I don’t know, hard to say at this stage.
A: Any ideas what they might think about it. Your image seems to be every
positive of people who use it. But if you actually decide to wear something
would you be concerned if they would think something of you negative or
positive or?
R1: Possibly they would think something negative. I don’t know, as I say it’s a
difficult question to answer. Depends on who the individuals are, who the
people are. Might end up in a care home. I don’t know. Possibly will end up in
care home. Both my parents did, end up in care homes. So I guess that’s
where I would eventually end up. So you would be with like people wouldn’t you
- like mind, like situation.
A: So that would be a completely fine then. That’s wonderful actually, those are
very good answers. I mean, this is one of our first interviews and you are
encouraging us really, really well. You are doing really great. I’ll probably stop
asking questions here because I mean your answers are really great. We will
play another game. I will start a sentence quite similar to everything in the
beginning so I will just start a sentence and I will ask you to continue it for me.
Again maybe don’t think too long. Whatever comes into your mind is fine. I like
reading because...
R1: Because it’s informative, pleasurable, increases mine breadth of knowledge.
A: Retired people usually are...
R1: Grumpy <laughs>
A: I live in Bath because...
R1: Because that’s where my work brought me and I enjoy living in Bath because of
the wonderful architecture and all the facilities that come with Bath, yes.
A: Wonderful. Being independent means...
R1: To enjoy certain amount of freedoms and to realize a lot of my ambitions and to
live life at full.
A: Technology is made for...

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R1: For people who... technology is made for... for people to remove certain
amount of burden of work and to, to expand people’s horizons.
A: British people are famous for....
R1: For being very spellic and complaining about the weather.
A: Well there’s something to complain about; so it’s fine. Assistive living products
are made for...
R1: Made for people so as to make, make their lives easier and more comfortable.
A: Family consists of....
R1: Parents and, and children. That’s what... Family consists of parents and
children, yeah.
A: Being a senior adult means...
R1: Being... Having certain amount of time to do other things than work. And to
have a certain amount of experience that comes with age.
A: Wonderful! Thank you. That’s a very good ending. It’s very encouraging -
wisdom. Thank you for your wisdom.
R1: Thank you. Thank you for the coffee.
A: It has been incredibly useful.
________________________________________________________________________
Interview Transcript 2 – Middle Age
Interviewer (A) Respondent (R2)
A: Yes so first of all can we just start with the association game?
R2: Yeah.
A: The first word is family.
R2: People.
A: Yeah.
R2: Parents old.
A: Assistive technology.
R2: Not something I think about.
A: Uh hmmm, coffee.
R2: Tea.
A: Do you like tea or coffee?
R2: I like both.
A: Both and people who need assistance.
R2: Just normal people.
A: Uh gift.
R2: Gift.
A: Gift, presents.

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R2: Presents, Christmas.
A: Oh yeah, it’s coming soon, retirement.
R2: Not far away (laughing).
A: Uh hmmm.
R2: Soon.
A: Births people.
R2: British people, I m a British person.
A: Uh senior adults.
R2: Old people.
A: Sweets
R2: Cake (all laughing).
A: Nice uh may I ask you some general questions first.
R2: Yeah.
A: Are there any adult people you care for?
R2: Are there any adult people I care for.
A: Elderly people you care for?
R2: Not on a daily base but I do help some, one lady who is in her seventies, I help
her with her shopping, and may be take her some food occasionally.
A: Uh do you see her often.
R2: No not very often, because she is not very needy, but I used to help another
lady who used next door, and we would take things to her, or sometimes she
would call if the carer didn’t come.
A: Uh.
R2: And I would help get her up or take her some food or when the weather was
bad and the carer didn’t come I would help her to dress or.
A: Yeah, how about your parents.
R2: My mother, my father he died ten years ago, no, yeah ten years ago.
A: Sorry about that.
R2: No it’s ok, he was an old man he was eighty-two.
A: Uh.
R2: And he uh, I cared a little for him but not much, because my mother is much
younger so she cared for him.
A: Hmm how about your mother.
R2: My mother is in her late seventies and she is very well.
A: Hmm
R2: Doesn’t need any caring, but she lives next to me.
A: Uh.

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R2: So I see her frequently, and if she… the things she need help with, would be
more like help her with the computer.
A: Uh.
R2: She is pretty good with the computer.
A: Uh that’s interesting.
R2: She typed; uh she wrote her own autobiography.
A: Uh, nice.
R2: She uses the computer regularly, but sometime, she doesn’t understand,
what’s she done wrong.
A: Oh.
R2: So she would call me to ask for help with that.
A: Uh hmm.
R2: In a physical way, she asks, she doesn’t need much help, very small things so,
but I am there if she needs me.
A: Uh nice, and does she like online shopping, things like that.
R2: She doesn’t do online shopping; she likes to buy from local providers.
A: Ok so, what, what if she wants something to buy, but she didn’t know much
about it, does she look for the Internet.
R2: She does.
A: Information.
R2: She does look of stuff on the Internet, definitely.
A: She is good at it.
R2: She is quite unusual for a woman of her age.
A: That’s good.
R2: She makes good use of it.
A: So uh how about, do you ever decide to buy something together with your
parents?
R2: Uh hum, not really, no, coz we are separate families.
A: Oh.
R2: Don’t buy things together generally.
A: Uh how about if she wants to buy something, does she consult you before she
buys it?
R2: Sometimes, depends on what it is, but mostly she would decide for herself, she
is quite independent.
A: Uh, that’s good to know, and how about uh, is there any difference between the
cheaper things or the expensive things.
R2: Do you mean, does the price make a difference to my mother?

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A: Yes.
R2: Generally not because my mother is in a fortunate position, that she is not short
of money.
A: Uh hmm.
R2: Whereas the old lady I help, sometime with her shopping, she definitely, when I
take her food shopping.
A: Uh ha.
R2: She chooses, all of the very cheap options including, the other day I took her
and she bought sandwiches that had an out of date reduced thing, they are not
out of date but they were on the last day.
A: Oh ha.
R2: So they won’t taste as good.
A: Okay.
R2: She buys cheapest brands of washing powder, and other sort of things.
A: How about when n it comes to very expensive things does your mother consult
you before she buys.
R2: Uh, no.
A: No.
R2: But I don’t think she is very typical, she is always been very independent.
A: Hmmm.
R2: She is not a dependent person at all.
A: That’s good to know.
R2: There are plenty of older people out there who are very independent.
A: Yeah.
R2: My mother had her own career, she is always been very strong person.
A: Yeah.
R2: She still is, even though she is in her late seventies.
A: According to research old people are healthier.
R2: They are.
A: Yes.
R2: She is very, she is well and she has got some disposable incomes, she makes
lots of decisions to buy things,
A: Yeah.
R2: She uses the Internet a lot to buy, rail cards, tickets for things, you know or
booking hotels.
A: Uh.

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R2: I think she uses it; I help her with that, only because she finds it hard to
manage the booking process sometimes.
A: Hmm, nice, and how do you find out new technology in general.
R2: A mix of things sometimes I learn from my son, because he is an I.T person,
sometimes I, I go on the internet to look for things, when I think I have an idea,
so recently I wanted to see if there are any, any online ways to have social
groups.
A: Having social groups.
R2: Meeting people.
A: Yeah.
R2: To do stuff you like to do, and I discovered meet up, have you heard of meet
up.
A: No.
R2: There are groups all over the world that people can make of their own, and you
basically put a profile on there.
A: Uh hmm.
R2: So there is both, everything meet up group, there are groups of people in bath
who would like other people in bath to do things with, and they put profiles on
there and then someone will say I am going to a movie on this date, anybody
else want to come, an you say yes, no, yes, no.
A: Oh interesting.
R2: Yeah, so I thought there must be something like that so I will search the
Internet and that’s what I did.
A: So…
R2: Yeah.
A: Do you think its most useful source of information for you?
R2: It’s extremely useful, but I am also still very reliant on asking other people.
A: Oh yeah.
R2: What their experience is so.
A: There reviews.
R2: Yes its more, less to do with reading reviews of people who written them online,
more to do with people I know.
A: Oh hmm.
R2: My friend had a new machine I needed one, when I spoke to him about his
washing machine, I decided that was good for me so that’s as far as I went.
A: Oh.
R2: All I did then was search the cheapest price for buying it.
A: Hmm how about when you are not planning to buy something, will you still be
interested to find out more about new technology.

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R2: Uh I am quite interested, but I would not just go on the Internet, I wouldn’t know
what to look for, but I do like watching the program CLICK.
A: CLICK.
R2: You know CLICK.
A: No.
R2: It’s on Sunday and they talk about new technology, mostly to do with computing
and things like that, it’s very, very interesting, so that’s, I am interested.
A: Uh hmm.
R2: To see what is going on in the world.
A: Yeah coz it’s changing the world.
R2: All the time.
A: Yeah interesting a how about if you are buying products related to you or your
parent’s health, what sort of information source is most important to you.
R2: Uh for me I guess it’s the same, if I was buying for me or my parents or my
mother, I would look for reviews to find if nobody around me, I tend to start with
people I know.
A: Uh.
R2: And if nobody else has the experience of it then I would go on the Internet and
look up reviews from different places.
A: Uh would you expect some advice from an expert?
R2: From an expert I do like to do that, hmmm, there is one or two places ion bath
where the companies who sell things that help you, if you are disabled or
whatever, I would like to go to the shop physical shop.
A: Shop
R2: And talk to them.
A: Uh hmmm.
R2: So I am inclined to do that, yes, so as an example wanted to buy, I needed to
decide whether to buy an exercise bike.
A: Uh
R2: Or a cross trainer, and I, do you know what I mean by cross trainer.
A: No.
R2: It’s one with the exercise the airman the legs.
A: Oh yeah.
R2: And I waited to speak to physic therapist because I had trouble with my knees,
and she said to me the exercise bikes the way to go so. For me I don’t need
any more information.
A: Yeah.
R2: I found that out from an expert so now I look for the best bike.

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A: Uh
R2: So I will now go and search.
A: Yeah.
R2: An exercise bike.
A: Cool. And uh you mentioned you do know this kind of stuff before right.
R2: This pendant alarm and.
A: Yeah.
R2: I didn’t me am not aware of the kitchen minder.
A: Yeah, but those kind of assistive technology.
R2: I am yes
A: Yes, would you consider it useful for your parents.
R2: Uh yeah, they are useful mean if they need; they don’t need them at the
moment, although that one might be useful.
A: I think this one applies to me as well <laughing>.
R2: In case they leave things, because my mother has lost her sense of smell.
A: Umm
R2: So if something was burning she might not smell it.
A: Uh hmmm
R2: So…
A: It’s just in case.
R2: I think that might not be a bad thing.
A: Yeah and uh would you have any concerns before buying this kind of products
for your parents?
R2: What you mean would I have concerns.
A: Like if your parents like it or your parents are able to use it.
R2: Ok I would always think about whether somebody could manage something
technically mostly if it’s a technical thing, I would set it up from them.
A: Uh hmm.
R2: Or I would find somebody else to set it up if I can’t do it.
A: Yeah.
R2: But I wouldn’t worry about it coz I know once they are setup, technical things
are just case of pressing buttons.
A: Yeah, yeah.
R2: It’s ok to manage.
A: Instructing elderly people so it won’t be difficult to.
R2: To use on a daily bases.

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A: Yeah.
R2: Setting them up usually need somebody who knows what they are doing.
A: Yeah if you have those kinds of concerns, how would you try to find out more?
R2: About setting them up.
A: How do you find out more about like if it is suitable for your parents?
R2: Uh I would want to speak to somebody that sells them.
A: Hmmm.
R2: To understand what’s involved in setting something up for my parents.
A: Uh mmm.
R2: I would definitely want to know that, there is no point buying something not
being able to use it properly.
A: Yeah, yeah, yes.
R2: I would want to talk to an expert.
A: And uh when you are buying presents for your parents how does it make you
feel <smiling>?
R2: I like to please they buy them something yeah.
A: But how about you buy assistive living products for them.
R2: To be honest just because of their age I don’t think, I think it would be okay and
because my particular mother (smiling) is very practical, and independent, she
wouldn’t be offended with something that was useful to her.
A: Uh hmm.
R2: She is not at a stage where she needs a pendant alarm.
A: Yeah.
R2: But something electronic that might help her to make sure they don’t have a
fire, what other thing it does.
A: It shuts down everything.
R2: If there is a problem.
A: Yes if there is a problem and uh it will send a message to your phone.
R2: Okay.
A: And if you are not replying, it will send to the emergency services.
R2: Your ordinary phone.
A: Yes.
R2: To your domestic phone.
A: Yes.
R2: So the phone rings you can’t answer it, so it then realizes you got a problem.
A: Yeah.
R2: I think it’s a great idea.

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A: Yeah.
R2: It’s really good.
A: It’s called tele-care technology.
R2: Yeah that’s very good, it’s almost better than that, because they have to
wonder around with this and this knows there is a problem.
A: Yeah.
R2: Why does it know there is a problem, the kitchen minder?
A: Uh they have this sensor.
R2: Alright, so would respond to no movement that’s what you said.
A: Um only respond to when the, like oven, the temperature.
R2: Yes.
A: Is hot.
R2: And the smoke, can it detect gas.
A: Yes I think so.
R2: Okay, yeah I would be interested to know about that one.
A: Uh imagine people, the elderly people, may be offended.
R2: My mom wouldn’t need that at this stage.
A: What do you think they will feel if they wear this?
R2: I think they feel like, they really entered into the stage of being old.
A: Umm.
R2: I think when people, if you, I think sometimes people feel to start with
embarrassed by.
A: Yes
R2: It’s actually they recognize its useful for them, they are practical people, they
would recognize that its very valuable and the other side of it is if they live on
their own, and they got one of these, even though they might not like it makes
them feel safer.
A: Uh hmm.
R2: Because they can, call it.
A: Yeah, yeah, how does it make you feel to seem someone wearing this kind of
thing?
R2: Umm, because I know what it is I am aware they may need a bit more help?
A: Yeah.
R2: Then I am, you know used to being around old people and seeing their need so
it’s fine.
A: It’s fine <smiling> so we are coming to the end there is another game like I
mentioned.

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R2: Okay.
A: So would you like to finish the sentence for me, I like reading because.
R2: It takes me to another place where I am not living and help me to relax, and
sleep at night.
A: Oh yes, retired people usually are.
R2: Usually are most of retired people I know are pretty happy and doing lots of
things there are one or two retired people who are unhappy because they
aren’t well and they see the end of their life coming.
A: Oh.
R2: They may not have much money so life is difficult.
A: Oh.
R2: Its mixed bag.
A: I live in bath because.
R2: I live in bath because grew up here, and I came back to live on the farm that I
grew up on and I renovated a house, a farm building and made it to a house.
A: Oh that’s really nice because I never lived in a farm, in chine it’s quite crowded.
<all laughing> Elderly people need assistance when.
R2: Elderly people need assistance only when they become unwell it’s not just,
being old doesn’t mean you need assistance necessarily, so but I think it’s nice,
to give people who are on their own a bit more company, but generally, its
assistance with practical things, when they are no so well, able to do it.
A: Uh hmm, technology is made for.
R2: Everybody.
A: Yeah, British people are famous for.
R2: I haven’t got a clue <all laughing>.
A: It’s a question for me actually.
R2: Many things, they make lot, they are good at designing.
A: Oh yes.
A: Assisted living products are made for.
R2: Uh well people who don’t find life as easy as may be some other people,
although I suppose they could, assistive products used by anybody to make life
A: Easier.
R2: Sleeker.
A: Sleeker.
R2: Sleeker, more smooth, because lots of products we use in our lives now would
probably be described as assistive products.
A: Yeah like contact lenses, I am wearing.
R2: Yeah exactly <laughing>.

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A: And family consists of.
R2: My family consists of; I have one son and no husband.
A: Umm oh.
R2: I have three sisters and various brothers in laws and nieces and nephews and
then my mother and step farther.
A: And you have a dog <smiling>.
R2: Oh yes I have a dog <laughing>. Yeah I have a dog.
A: Okay last one is buying gifts for parents mean.
R2: Buying gifts for parents mean showing that you thought what would be good for
them, nice for them.
A: Thank you so much.
R2: You are welcome.
A: And before we finish would you mind if I ask you how old are you.
R2: I’m 55.
A: Thank you, and uh because our research is still going on and there is going to
be a group discussion in February may be so would you like to take part in that.
R2: Yes.
A: We will definitely send you the email to confirm.
R2: Okay
A: Thank you so much.
R2: You are welcome.
________________________________________________________________________
Interview Transcript 3 - Elderly
Interviewer (A) Respondent (R3) Listener (B)
A: Assisted living products or a smart living product is the same thing.
R3: Smart living products.
A: Yeah, what it is right.
R3: No what I didn’t understand,
B: <laughing>
A: Is called.
R3: I am too old for smart living.
A: Assisted technology, assistive technology.
R3: Assisted technology okay.
A: And these are some examples of the technology like this is a kitchen minder,
and then it’s basically, if anyone forgets the gas cooker on and it starts burning,
it shuts all gas off and then make the house safe.
R3: Sounds a useful idea.

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A: And
R3: For some people
A: And yeah.
B: Yeah.
A: Another thing is blood pressure monitor, you can measure your blood pressure,
this is assisted technology as well, and the other thing is pendant alarm, so
basically what it is.
R3: What’s a pendant alarm?
A: You can wear in your neck or on your wrist and then if you fall over you can
press the button and then it directly call the emergency services.
R3: Is this intended for sort of elderly people or people who are harmed in some
way or it’s for the general public.
A: Sort of, for elderly people.
R3: Yeah well ok I qualify for that.
A: Basically uh what we are going to do is, basically we start with a game it’s
called association game, I will give you a word and then you can give me
whatever you think of it like a sentence or a word without thinking too much.
R3: I will say this that whilst your English is quite good because or your accent I
sometimes don’t hear clearly what you are saying.
A: Okay.
R3: It’s not a bad accent, it’s not bad English it’s just not quite so clear to my ears,
anyway okay.
A: I want, if you need any clarification.
R3: Yeah I will ask.
A: Just tell me and then me.
R3: I am apologizing in advance.
A: That’s fine, I apologize because my English is not well, so after the association
game we start with questions, I will ask you some questions and then we finish
with a game again, its filling the sentence game, I will give you a sentence and
you fill it…
R3: You give me a sentence and I do what.
A: You finish it.
R3: I finish it.
A: I start a sentence and then you finish it, if you are ready we start with
association game.
R3: Okay.
A: Uh Christmas.
R3: Christmas I will be visiting one of my son and his family.
A: So family.

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R3: I have, I live on my own, divorced, have four children and five grandchildren.
A: Technology.
R3: I was quite good on technology and the technology of fifty, sixty years ago
<smiling>.
A: So…
R3: I
A: Assistive technology.
R3: I could fly airplanes and uh.
B: Oh wow.
R3: Oh yeah, yeah I trained as an engineer and uh.
A: Oh.
R3: And so certain amount of technology but when it comes to latest uh, I have a
computer which I use for checking on Google or but I am not clever with the
latest technology, that kind.
A: I see assistive technology
R3: Assistive.
A: Yeah.
R3: Well assistive to me is, means helpful but in what sense, is the sort of thing you
were talking about, making sure you don’t forget your, your gas cooker or
whatever, as that the sort of assistive thing you think of.
A: Yeah.
R3: Well I don’t have much of that sort, hmm I look to future when I think cars will
be increasingly equipped to make them safe and uh quite of few bits of
technology which cars could drive themselves, airplanes can fly themselves, so
cars could drive them but, I did some difficult parking yesterday in front of my
house, very small gap and I wished that my car had the little beeper which
could tell me that I am about to make contact, would have been helpful but.
A: What about this, this kind of assistive technology like pendant alarms, or blood
pressure monitor?
R3: Um I could imagine that, they could be helpful to some people I don’t think that
everybody of my age really needs them, but uh its quite useful idea, certainly
they could be prescribed by medical officer, saying this person would be safer
with a pendant alarm or this person should be checking blood pressure twice a
day or whatever.
A: I see.
R3: I have a grand son who checks his blood sugar level, several times a day, he
has diabetes, and since he was about nine years old, he has been doing his
own injections and everything so things that make life easy for him I would
approve very much.
A: Okay, coffee.
R3: Yes I drink coffee <all laughing>.

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A: It’s just a game, people who need assistance.
R3: People who need assistance.
A: Yeah.
R3: Well I have always been a very helpful person, if I am walking along the street,
somebody needs a bit of help, I would offer it, if I needed help myself I would
ask but in my present time I been able to be largely independent but I do
believe in society where people are friendly and helpful to each other.
A: Retirement.
R3: Yeah oh it’s a bit of joke uh I after my air force career I did some teaching for a
while then I went back teaching a class of just one person, that is up in the front
of an airplane seat instructing them <smiling> I finally retired from all that when
I was in my early sixties but uh I am still alive I do my own tax and I do my own
accounting and I manage the maintenance property, so I am not really retire at
all although I had my eight years, first day in February.
A: Yeah that’s good, British people.
R3: What?
A: British people.
R3: British well yes, I again think of myself more and more as English rather than
British but Scottish British people are talking about becoming independent, and
uh few of my welsh friends are getting to think they would like to be
independent as well so uh, well say I am English by birth and uh one way or the
other travelled the world quite a lot and gone to lots of countries but one thing
they did get from English was the language, they may also have a railway
system, legal system, but they made up to some of them, less good things .
A: Senior adults.
R3: You understand what I am saying.
A: Yeah <smiling>.
R3: I mean not just the words but the ideas, ok carry on.
A: Senior adults.
R3: Um.
A: Senior adults.
R3: Junior adults.
A: Senior adults.
R3: Senior adults.
A: Yeah.
R3: Oh yes, well I am certainly one of those, I feel that more or less throughout the
world, though out history adults, senior adults are very often been respected by
their families and by the people they live close to and I think that in many
countries, now a days retirement age need to be made older and that the
concept of being senior adult, if that means that they are less capable uh can

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 be put down for a few years, because otherwise too few younger people to
create the world, keep all the senior adults at happy stage
A: So moving on asking some questions, so let’s start with general questions, is
there anybody younger who takes care of you.
R3: No, not I did have few days ago, I went into royal united hospital for some
treatment and because I had to be sedated, my daughter the youngest of my
four children lives in Bristol she came over to collect me and stayed overnight
that uh, this is the first occasion really when I had somebody caring for me
there is nobody resident caring for me I still care for myself.
A: So…
R3: I didn’t anticipate that the time would come when I will need care but just for
now not really.
A: So you live alone.
R3: Just so happens that less than a week ago my daughter did come over took
time off work to come and collect me after my treatment and uh.
A: I see.
R3: And which was removal of a gold star u know so uh, significant and but I was
pretty well and the next morning, she was able to leave me, but that’s my only
recent experience of, obviously I had illnesses during my life or whatever
occasionally being looked after but as an elderly person in need of care,
actually that’s the first occasion for me, I do sort of think that yes well inevitably
its going to come time when for a while I will need care.
A: Let’s, move on to technology general technology, we will talk about general
technology; you said you didn’t hear about assistive technology before right.
R3: Assistive.
A: Yeah this kind of.
R3: I haven’t heard of that term um the idea of devices that make life easier so well,
they been coming along somebody used a stick to help themselves walking, so
you know it’s not a new concept, it’s just a new phrase as far as I am
concerned.
A: And how do you find about new technology, general one computer all the
things?
R3: Well I wish I was a little more capable that I am as I say when my computer
changed to windows 8 I started off with windows 5 or whatever things have
changed, find it increasingly difficult to try and keep up with the changes, I sort
of lose my list of addresses and I don’t know how to access them, and things
like that uh and I don’t go around with something like this device here um I do
like to sometimes, if I am going travelling, finding somewhere in big city, I quite
like to have a sat nav, but although I got one in my car I virtually rarely use it.
A: I see.
R3: I shat to start things carefully, how the heck do I set it up, again because I am,
don’t use it habitually, but I got one so who lives in Birmingham if I am visiting

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 him from a far distance side I probably might use this device to help me find my
way through the city, things like that.
A: So you are not seeking for information about new technology.
R3: I am not.
A: You are not searching for information about new technology.
R3: I sometimes wonder if I opt to be, people have various portable devices which
enables them to check on how all the rugby matches are going and things like
that and I do have a mobile phone but its I use for making telephone calls.
A: I see.
R3: And receiving them occasionally, you know it’s so I sometimes think yeah
perhaps I ought to get switch down to this and try to stand how to use these
devices because they might enrich my life but um it’s not the way.
A: So you are planning to buy new technology but do you think it’s hard to use.
R3: Comparatively.
A: Yeah what source can help you to choose the technology?
R3: Well one of my son when he was over here, he works in Paris, lives on the
outskirts, he was coming to try help me, try to persuade me to get myself a new
laptop computer with all this, I could go along to the apple office here in bath,
they will show me how to use everything like that, as in said I haven’t followed
up on that, I couldn’t go to do it and I so far stick with my old fashioned desktop
and uh don’t usually attempt to do any computing work when I am travelling or
away from home perhaps my life will be richer if I did but you know don’t feel all
that keen um probably find it a little more difficult I would have done at one time
when computer were first coming to use, now its teaching in the junior school I
was in charge getting computer for the school.
A: Yeah.
R3: Showing everybody how to use them but those are ancient primitive ones,
round about 1980s so things have moved on from there and I have not kept the
face with it, I don’t feel too anxious and I am not sure whether the effort would
be all rewarding.
A: I see so as I understand your son help in terms of decision making about
products.
R3: He was trying to, he was, we were walking around together and say have a
look here you need to get one of these dad, you know and I would tell you how
to do it have lessons here but nothing like this, I cannot follow that one, I have
made you, the old equipment, I have already, say principally send e-mail and I
am able to look up, find out about getting facts about some novelist or about
some society, or about some place in the world, or if I am going to go to
Bournemouth, I want to have a street map I bring that up, so I could cope with
that kind of things, and I got a printer so I can print it up so to that extent it’s
pretty well as much I feel I need, but what I don’t have is a mobile thing in my
pocket which can do all this for me when I am walking around whatever.

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A: So let’s think about general consumption, so have you ever decided together
with your son or your daughter to buy a product, anything any T.V, or a table or
a chair or a car?
R3: I think it’s something part of my personality that I generally ben telling other
people what to do, rather than being told.
A: So you are the decision maker of the family.
R3: Well yeah, well yes I mean I have four, they are middle age children now all
capable and uh but they still sort of I think respect my judgment in matters and
uh don’t try to, won’t be exception if I say my son he was trying to persuade me
to get a new laptop and so on and attend these classes which they allow you
know for nothing apparently and where I could learn some of the techniques
which will be helpful to me, he said thought I respected his views and I haven’t
followed up on it, but who knows I might one day.
A: Ok so can I ask you something about more about you, general conception and
other, more about personality?
R3: My personality.
A: Yeah
R3: I have already given you quite a bit of that.
A: Yeah we want more like.
R3: You can ask specific things.
A: Yeah actually, I think you are retired, sort of retired like you said so.
R3: I been writing some letters and doing some work in connection this very
afternoon, I do have quite a lot of friends who are similar age to myself and
some of them are here in bath, one with, when I been active in local politics
well more than local politics I am liberal democrat and the member of
parliament, liberal democrats and I worked helping to get him elected twenty
years ago and I my time I have been, not been a councillor, one of my son was
a councillor here in bath for a while but I never stood I was for a period
chairman of the liberal democrats in bath, still there is a different section where
there is a ward where councillors are elected to the local council we are in the
middle of abbey ward and I am chairman of liberal democrat in abbey ward so
quite a few of my friends we were doing this a long way before, a decade or
two and of course we are all growing old together we are not quite so active
for knocking on doors as much as I used to do, but I do have quite a few friends
who.
A: What do you think about their life, like how they live, do they need any
assistance or how do you see their life.
R3: I increasingly see some of my friends, my memories are getting weaker on
friend in particular, I won’t give his name like that be he has a younger wife who
is still pretty well connected and he is good fun but I will check with her to
make sure that he is alright, and uh I remind him that some event is coming up
that you want to go to and things like that, I look and think well I may very well
need some sort of assistance, I’m going to decline there is no doubt about that,
just like you are going to die one day I am a long time before you but it’s you

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 know, my time is obviously limited now but I do have quite a few older friends
some of whom do need a certain amount of help many of them still have an
independent approach and an independent sort of frame of mind.
A: You said that you would decline any sort of assistance.
R3: Um. No I don’t think I wouldn’t necessarily decline, I am not looking for it yet
and as I say it’s been my style to be someone I was like head of my family or
captain of the crew in the air force or whatever, I have taken my young kids
sailing across the English channel.
B: Um.
R3: In a sailing boat, I am the boss I do it so that’s been a little bit my style, I hope I
am not unpleasantly in charge but I intended to be a leader of different events
or whatever and uh it’s not that I won’t listen to others people or not prepare to
be on a committee where I am not the chair, or things like that, no I don’t like
that it’s just that I have tended to rely on myself.
A: I see let’s think about health products, when you are deciding to buy some
products related with your health which source of information.
R3: Health you say.
A: Yeah health any drugs or other things which source of information do you look
for.
R3: Well like I expect quite a few people of my age, I do have a variety of pills
beside my bed and have to take, um I rely primarily almost entirely on qualified
medical advice.
A: So let’s say G.P.
R3: What.
A: G.P.
R3: Yeah I live two or three minutes from city in Johnson street and there is a
certified group of doctors there and if I feel in need of advice or if I am unwell I
go along, time is in my life I been a bit slow to do so in thinking my body can
sort itself out, I am doing alright and left it late and gone and found out that got
pneumonia or I just got a bad cold but nowadays I look for help a little bit
quicker, hence I still probably tend to under estimate the need I might have but
if think so my temperature is high or whatever but I certainly don’t make my
judgment on advertisements on the television as to what pills I should be
taking, I might do a bit of research to find out what they are about as well as
just accepting them.
A: I see.
R3: From my G.P but I go for qualified advice primarily and I always have been a
bet sceptical person so I would do that about it, but yeah ok.
A: I see let’s think about these products like you see in the picture, what you think
who will use these products.
R3: Well as I say uh my housing apartments that I let university pass students and
uh because its housing, the fire alarms, and giving advice as to what should be
done in kitchen by way of not burning toast, setting the fire alarm, and if you do

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 by mistake what you do next, there are these sort of devices, not clever one
like this automatically switching off cooker, I sometimes think that if not for
myself, some of my tenants ought to have such a piece of equipment, an
interesting thing.
A: What about this alarm thing or the blood pressure thing?
R3: Well when it comes to blood pressure, over the couple of months I had my not
only checked but blood samples have been checked, so I am not against
having such checks made, and as I reach this age an no longer so strong and
healthy as I used to be more likely to have, if I would advise that I need to
check my blood pressure, blood pressure has not been a problem in my life, it
might have been contamination, infection of some sort, a problem elsewhere,
but good old heart seems to be pumping along quite well and pretty well all
retirement I had my blood pressure checked, in recent years I did have a major
operation, two major operations, back in 2008 and there was always , oh that’s
good, what do u know a quick recovery so if I became aware that my blood
pressure was becoming low dependable and I was advised to check it, I would
certainly do so I have not been advised that way and within the last few days I
had my blood pressure checked and its continued to be at very acceptable
level, so I wouldn’t say no but I am not looking for it yet.
A: And let’s think about, you see a person that has this alarm on his neck what do
you think about.
R3: I have not heard of these before but it seems to be useful sort of idea, if I saw
somebody else with one or they collapse or.
A: No, what do you think about home, like you might say, you might feel sorry that
she need assistance or look it’s a good product.
R3: Well I like to think I am tolerant, over critical person, if I see somebody using
such a piece of equipment and uh I will assume that there been medical
advice, that they should have one and I think well its helpful for them, I wouldn’t
despise them for it, that you know is ok, I wouldn’t think oh well is a useless old
person you know, seems quite a good idea, I haven’t heard of them before you
showed me that, but uh who knows I might have one day.
A: So what do you think other people think about them, not you the others, may be
younger one other people.
R3: Well sadly there are people who are not very tolerant they don’t think well of
people who they consider to be inferior one way or another so I think that sort
of attitude is wrong, there may well be some people who would seek to have
equipment of various kinds who are making too much of a fuss, it’s a bit sad
you don’t really need all that but I wouldn’t, I don’t think I am sort of a person
other people whether its kids at school, oh he is a wimp or whatever, there can
be a quite measure of intolerance, I suppose I was quite capable at school and
intelligent and uh wasn’t great at sports but I was able to do a few things, so I
probably didn’t have too much trouble and uh, I do think that with in society
where people join gangs because they want to have people who esteem them
and who uh, I wish people were all more tolerant and more accepting,
differences, things like that but there may be people who might say oh look at
that, why doesn’t she stay at home, or something like that whatever, I don’t

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 think there would be too many people like that, I think most people are kinder
and more understanding.
A: So thank you for your answers we finish all the questions, but just for one more
game and we will finish, so I will start a sentence and then you will finish it.
R3: I will do my best.
A: I like reading because.
R3: Its good way of entertainment, and learning about the world.
A: Retired people are
R3: Bored and looking for company with their families.
A: I live in bath because.
R3: I chose to come and live here I was not born here but during my air force
career I was stationed in airfield quite close, so when I came to leave the air
force I thought where would I like to live with my wife at that time, well why not
Bath, so I chose to come and live here and I never regretted that’s not just a
sentence is my life history.
A: Being independent means.
R3: Well it’s important to me, I am financially independent and physically
independent still I do recognize that, that kind of independence I will lose it, my
life will cease before too many years pass by, I always had an independent
attitude from being a child and uh it’s something I have naturally, and what I
wanted in my life being independent able to make my decisions.
A: And technology is made for.
R3: Technology is made for advancing the quality of life of human beings giving
them equipment, better cars, warm houses, etc.
A: And British people are famous for.
R3: British people are famous for being imperialists and trying to show rest of the
world how things should be done.
A: Assistive living products are made for.
R3: Assisted.
A: Yeah these products.
R3: Well I suppose say largely to help people who become less reliably
independent and if they haven’t got somebody to look after them then such
equipment could send out call, may day, may day, <laughing>, and if they
needed it.
A: Family consists of.
R3: I have a sister, lives about 50 miles away from here, I have 3 sons and the
eldest works for the European commission in Brussels, has done for ten years,
oh yes, his younger brother 2nd of my son has a business in Birmingham he
has 3 sons, who are currently in university, one who now doubt will be in here,
the eldest one is reading medicine at Cambridge university, youngest of my 3
sons lives in western outskirts of Paris he has 2 children both of them are

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 students his daughter who was born and educated in France she is attending
the London school of economics, her brother was also conceive and born in
France he has just finished degree at Birmingham university ban uh now is
about to start college for a 2nd degree in one of the top university in Paris what
he has achieved over here has been good enough to qualify for like equivalent
of masters or whatever they call it in France apart from that, I have a daughter
who lives with a partner in Bristol, she has no children.
A: So you got a huge family.
R3: Yes
A: Being a senior adult means.
R3: Well means you should be realistic about what you can do, what you should do
while you are still able, couple of years ago, I was scrambling around in the
Andes over 4000 meters so I have not given up yet, but I try to be realistic I
have allowed my flying pilot license laps, when I was 78, and I didn’t renew it,
but I have to be realistic about what I can do and what I can’t, I still find that I
can try to be a very well aware of any fatigue or things like that but I do from
that the stimulus of the need for being a safe driver keep me alert, yes I will
stop and have a coffee, I shouldn’t be driving too long but generally speaking
the need prompt me to behave in a responsible manner.
A: I see, thank you very much for the excellent ideas so can I confirm you age as
last.
R3: 80.
A: And we will hold a focus group in February like one more round of interviews to
get your ideas do u want to participate again
R3: Well.
________________________________________________________________________
Interview Transcript 4 – Middle Age
Interviewer (A) Respondent (R4)
A: Okay, we are from university of bath, we are doing business administration
course, so this project is about the commercialisation of assisted living
products, as I mentioned yesterday. So I just give you a basic understanding
of what they are, like I show you the picture, the kitchen minder, have you seen
this before?
R4: You showed me yesterday.
A: Yes, so it’s a sensor so it can detect the smoke and when it captures the
temperature, reach a certain temperature, and it will switch everything off and it
will send message to you and record accident. And this one is the pendent
alarm, and when you fall down and you press the button and the emergency
people will approach you immediately or your family. And this one may be you
are familiar with this, this is the blood pressure monitors, so basically you test
your blood pressure at home. So you don’t need to go to your doctors, it’s easy.
So the interview is really short and easy, so first of all we will play a game, it’s
called association game, so when I say a word and then you give me what is in
your mind when you first heard of it, and then I will ask you some general

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 questions about technology, family purchase decision, and also how you see
the technology yourself, and then we will play another game called finish the
sentence game, so when I say a sentence for example, I like your shop
because, you help me to finish that sentence. So that’s basically it, is easy. So
are you ready to start?
R4: Yes.
A: So the association game, I say a word and you tell me what is in your mind.
Christmas.
R4: Trees.
A: Family.
R4: Children.
A: Technology.
R4: Computers.
A: Assisted technology.
R4: I don’t know, can’t think of any then. Not drop of my head.
A: Okay, coffee.
R4: Tea.
A: People who need assistance.
R4: Disabled.
A: Retirement.
R4: Old.
A: British people.
R4: No.
A: That’s a good answer. Senior adults.
R4: Grand parents.
A: Sweets.
R4: Chocolate.
A: Good. And then I will ask you some general questions. So is there anybody in
your family that you care of?
R4: Yes.
A: I mean like older than you?
R4: Not older than me.
A: Okay. And how often do you see your parents?
R4: Not very, probably once a month.
A: Do they live far away from you?
R4: Not that far, just not that …
A: So they are quite independent.

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R4: Yes.
A: Do you have any kids?
R4: Yes.
A: Okay, so the next question will be the family decision making. Do you ever
decide together with your parents whether or not to buy stuff?
R4: No.
A: Okay. Is there any difference when you buy stuff that is cheap, compare to
expensive?
R4: I just buy what I like really, prices not really …
A: It’s not an issue.
R4: No.
A: Okay. Also, how do you find out about new technology?
R4: Online usually, or TV, media.
A: How about if you are not even planning to buy it, will you still look for those
information?
R4: No, probably not.
A: No, only when you have decision?
R4: Yes.
A: Okay. Also, when you decide to buy the product related with health of the
elderly people you care for, which source of information you think is important?
R4: Can you repeat the question please?
A: When you decide to buy the product related with health of the elderly people
you care for, which source of information you think is important?
R4: When I was caring for my grandmother before she died, I used to go online a
lot, you know, basically anything I could really, online, phone up, using phone
directory instead.
A: So is this the very first time you heard of assisted technology?
R4: Yes.
A: Do you think it’s something useful for your family or your parents?
R4: No.
A: No, okay.
R4: Sorry.
A: It’s alright, that’s your perception. And also, when you are buying presents for
your parents, how does it make you feel?
R4: Oh, dreaded, I never know what to buy them.
A: Alright, but when they receive the present and when you see their happy face,
how does it make you feel?

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R4: It will be nice, my mum is very ungrateful, so she takes hers back, without a
doubt, doesn’t matter what I buy her. And my father, it will be, ya, thanks, and
just check it to one side.
A: Alright, next question, what about you buy say, the blood test pressure monitor
for your parents, do you think?
R4: Will be horrified.
A: Really?
R4: Yes, they would.
A: What about the kitchen minder?
R4: They don’t want that either, cause they just got the basic smoke alarm.
A: So you think they will have negative feeling if they receive this kind of…
R4: Yes, very.
A: Okay, fair enough. And then we will play the next game, the last game, and
then we will finish. And is the finish the sentence game, as I mentioned. So I
say the sentence and you help me to finish the sentence.
R4: Okay.
A: I like reading because …
R4: I really don’t like reading.
A: Retired people usually are …
R4: Lonely.
A: I live in Bath because …
R4: It was where I born.
A: Elderly people need assistance when …
R4: When they are not feeling well, and when they are not independent at all.
A: Technology is made for …
R4: Well, I don’t know, it suppose to help us, is making money.
A: Yes, I would think so. British people are famous for …
R4: I don’t know. First man on the me
A: Okay, assisted living products are made for …
R4: Elderly people, well they are for anybody, not only elderly people.
A: Family consists of …
R4: Siblings, parents, grandparents, just the whole thing.
A: Buy a gift for parents’ means …
R4: It supposed to bring happiness, isn’t it?
A: Yes, I love your answer. So this is the end of our interview, thank you for
participating.
________________________________________________________________________

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Interview Transcript 5 - Elderly
Interviewer (A) Respondent (R5)
A: So it will take about 20 minutes, for the interview,
R5: Yeah that’s okay
A: And then we will start from the association game, so this is a little game that I’ll
give you a word and then you can tell me what comes to your mind first. And
then we will have bit of questions, and then at the end, we will have finishing
sentence game again. To make you relax little bit and be more open minded so
shall we start from association game?
R5: Alright, that’s good.
A: So what comes to your mind when I say Christmas?
R5: Christmas, um, I don’t know, Tree.
A: Family?
R5: No, no, no, no. I don’t have any family
A: Technology?
R5: Um. Yea technology comes to emails to friends
A: Emails?
R5: Yea,
A: Assistive technology?
R5: Hmm…
A: So, Assistive technology. What comes to your mind when you hear assistive
technology?
R5: Hmm. I can’t follow.
A: Um, people who need assistance?
R5: People who need assistant, um, yes I have a friend who needs assistance.
Sure
A: Retirement?
R5: Well, I am retired
A: British people?
R5: I am an Australian. So yeah,
A: Senior Adult?
R5: There are a lot of senior adults where I live
A: So what comes to your mind when I say sweets?
R5: Ice cream
A: Is there any younger people who take cares of you? Like who help you with?
R5: Yes hmm, several.
A: Are they your family or…

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R5: No, no, no, no, where I live, there are people like carers so they are all younger
like you.
R5: We are doing well here.
A: Do you see them very often?
R5: Yes
A: Everyday life?
R5: Yes, everyday.
A: House wise, do you live by yourself?
R5: Hmm. I live by myself. Yes. I have a cleaner.
A: She doesn’t live with you?
R5: No, no, no, no.
A: But she comes very often?
R5: Hmm. She comes once fortnight because I can do much stuff by myself. But I
like to have a backup.
A: Yea, that’s true.
R5: That helps me. Okay
A: So let me ask bit of technology product questions. So have you heard of
assistive technology?
R5: No I can’t quite understand that question at all. Technology is technology.
A: Um these are assistive technology we are talking about.
R5: Ah. Then I’m fine with you. Alright, Okay. Yeah I’m with you. Like fire alarm and
all that
A: Yes, or even glasses, something that you are wearing. They are all assistive
technology
R5: And the hearing aid
A: Yes.
R5: Now I’m with you.
A: You’ve heard of those products?
R5: I didn’t quite understand what they mean
A: How do you find out about new technology?
R5: Hmm. I supposed probably from friends of mine I guess. She used to go to
bath. She is a student of university of bath. But she got her master’s degree in
science so she’s very good.
A: And she’s expert in that area
R5: She taught us email and she taught me how to use my mobile phone and she’s
now grey. She got grey from stress of all of it.
A: Which source of the information is usually the most useful?

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R5: Oh, the email is.
A: Email?
R5: Yes.
A: So emails from other people?
R5: Yes, yes. I have a friend in India. Her husband works in India so we catch up
on email.
A: Oh, okay. So do you try to find out new technology?
R5: I do. I sort of like to know about iPhones or something. I don’t actually
understanding it yet, but I am keep going and I get to know after a while.
A: If you are not plan to buy something do you still want to know about new
technology?
R5: Yes, I would like to know even if I couldn’t afford it.
A: It is interesting to see what you think.
R5: Where I live, there is a computer for people to use, you know. So go and shoot
around it. And I am keep breaking it. And a nice man comes and fixes it. Says it
gets screen effects. If you are interested in technology, but not sure whether it
will be for you or not, what is like to most reliable source?
A: To go to help you mean?
R5: Yes.
A: I mean if you are interested, but not sure whether if it is for you, I mean if the
technology is for you then who will you seek advice for?
R5: Hmm. I am not quite with you
A: So, if you see new technology,
R5: Yes, like an iPhone.
A: Yes, and you are not sure whether it is for you or not.
R5: That’s right. That’s right.
A: Then what kind of information will you get to know whether that is for you?
R5: Ah. I’ll go to someone who uses it. Like my friends uses. There is always
somebody who. And normally they are younger person.
A: Are they more adoptable?
R5: Yes. That’s right and you know, very young children can use my own
computers and I have to learn it. When you get older, learning is difficult.
A: When you come to buying something, do you decide by yourself?
R5: I actually buy it by myself but I like to sort of find it out beforehand, but if it is a
cloth, you know I just buy it.
A: Does it matter if the price is high? So, does it matter if it’s the more expensive
product do you want to find more information about or talk to more about it with
other people?
R5: Yes, sometimes. But sometimes you know, you just know it’s right for you

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A: Can you share how you feel at this point of life?
R5: I think so, yes. Generally speaking at this point, I am quite happy because I
moved to very nice place with the carers and I have my own flat. And this time
of year it’s sort of getting very busy. And my friend from India is usually here so
just look at her helps. Everything’s alright here. It’s lovely to have her here. So
if I have any problem, I’ll just say. Okay. Like why isn’t my computer working?
What have I done?
A: What do you think of elderly people?
R5: What do I think about elderly people? I find that’s an interesting question. When
I think people look at elderly people, they think they are older person and you
are sort of, to suspect, written off a bit. You know I think. I wouldn’t say that
everybody does it. But I think people do tend in this country to do that. But I
suspect that in china perhaps people don’t do this. I don’t know. I think
A: When you decide to buy a product, which is related to your health, what kind of
source of information is most important for you?
R5: Doctor, very important. Don’t just go and but staff, because when you are
buying something, and you could be on these tablets which you could be in bad
use. And also, you know, I think it’s good to doctor know what you are taking.
A: That’s very sure.
R5: Very much, I am very end of it.
A: These products, who do you think will be the customer of these products?
R5: The pendent alarm, that is just so important. People living their own, all the
people, it is very, very important. Particularly is anyone is at risk to fall on the
bathroom or something, will really, really need that. I might take that. (Kitchen
minder) I have not heard of that. So people in place where I live would be
interested. Do you have a brochure of that?
A: It is not productised yet. They are productising it but if you want more
information, since you are using email, I can send you later.
R5: That’s very good. The pressure monitor, well I don’t think I’ll use it. Actually the
chemistry will do it free. You go in and ask him and he will do it.
A: Who would be the main customer?
R5: The old people. But who are old people? You can get heart attack at 40. So
basically I think you are looking at over 55.
A: I think I might use the kitchen minder.
R5: Well that is very true. But there is also the thing about electrical appliances
should really be checked by the professional person, every two or three years.
So where I live someone comes and does that. But that’s a very important
thing. I think for old people it could be good because you can forget and it is
easy to do you know, for anybody. Young people can forget.
A: If you see this lady’s wearing a pendant alarm, what do you think other people
think of her?
R5: You would wear it inside. You will wear it in house, because it can only travel
so far. There is this little box, which is on the floor, and you either have it

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 around here (arm) or around your neck. But there is a certain radius for it, so
mine wouldn’t work here, it is too far away. Once you go out you have people
around, but it is when you are inside, in the flat, on your own, that is where this
thing become very important. You know 24 hours a day, Christmas, it doesn’t
matter. You press and you will hear the voice over and someone will come.
That is very insuring, particularly for people in strings or relatives, they don’t
have to worry.
A: Okay I will ask you the last questions. I’ll give the sentence and you can finish
it.
I like reading because
R5: I love reading. It is educational, it broadens mind. Always learn something.
A: Retired people usually are
R5: You got bit more time.
A: I live in bath because
R5: <can’t hear>
A: Being independent means
R5: Very important. I think. It is good for people to be independent because I think it
sharpens mind.
A: Technology is made for?
R5: They are made for very young people.
A: British people are famous for?
R5: Football
A: Assistive living products are made for?
R5: That would be anybody. I supposed majority of them are for old people
A: Family consist of
R5: I don’t have family. They are all dead
A: Being senior adult means?
R5: It’s good. All young people help you. But there is downside as well. People tend
to think ‘oh you are old’ you know ‘your brain is sort of fading away’ so that’s a
problem.
________________________________________________________________________
Interview Transcript 6 – Middle Age
Interviewer (A) Respondent (R6)
A: Family.
R6: A lot of love.
A: Parents.
R6: Proud.
A: Assistive technology.

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R6: <Cannot hear it clearly>
A: People who need assistance.
R6: <Cannot hear it clearly> The reason I say that is that sometimes when people
need assistance, they have a view that, it’s always like, they’ve changed, they
are not who they were. You know? And some people... because you know you
couldn’t do everything yourself, you know you were not superb all the time. I
tend to think that people who would admit they need the help actually is being
adult and independent, isn’t it? It’s not being childish and silly. It’s good.
A: Gift.
R6: <Cannot hear it clearly>
A: Retirement.
R6: It’s on the way.
A: I’m sure it’s not.
R6: Oh it is, it is.
A: British people.
R6: Inclusive.
A: Senior adults.
R6: Experienced.
A: Sweets.
R6: Indulgence.
A: Is there any elderly people you are taking care of?
R6: My mother.
A: Your mother. Do you see her often?
R6: Yes, and we talk a lot.
A: Does she live far away?
R6: No, no, no, she lives 20 miles away. We keep in contact. My daughter, who
lives in London, writes her every week, because she knows at holidays, quite
frail. She will appreciate letters. But she does have letters. And because she
helps things a lot, she maintains to think that, her grandmother still gives her
pocket money although she’s 22. It’s actually really important because we know
family has different types…
A: I’m 22 now; my grandparents still give my red pockets for the Spring Festival.
R6: Yes it’s very important, because my daughter… so basically the family
subsidised her….
A: So you mentioned you are caring your mother. If she wants to buy something,
or if you want to buy something for her, do you make the decision together?
R6: Yes, always. Because she has a very bad… that means there are a lot of
things she can’t use. And buttons have to be very big. So every decision, things
like clothing, things like goods for health, she has to get rid of things that touch
sensitive, something she really has to do on a screen, ‘cause she can’t do that.

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 And she also likes things have very large digital displays. Things like a clock,
for example, has to be very, very clear. She loves flat screen TVs, you know, a
case of new technology, but for her is one she can see it very sharply. She
doesn't use a computer. That's more, she hasn't got one. She lives in an
assisting housing place. They are all very, very safe together. And they are all
great friends together. So we knew they were all very, very safe. And University
of Bristol is so often, pop in, and give them things and look after them, cause
that's their sort of work to do with community. And Bath do those as well.
Similar thing.
A: Yes we have the volunteer center, and I used to be part of them. So, does the
procedure differ when you buy a cheaper thing or an expensive one?
R6: No. What we actually do is we will always, usually we will discuss. Because
usually I married to a scientist, so he’s very factual. Something after this, I tend
to be very emotional. We will discuss it as a family, and then we will research it.
I will look at best value, I will look at longevity, because for some things like
dishwashers and washing machines, you don't want something that only lasts
two years, you want something that has a longer life. Therefore, you balance
that, how much more you will pay, then you going to buy the goods. We got a
lot of German technology in our house, simply because it’s very, very good. So
our washing machines, our dishwashers, our cookers are German. Because
British just don't work very long. Sorry, it just doesn’t.
A: I will ask some questions about new technology in general. How do you usually
find out there is a new technology?
R6: Internet.
A: Do you use Internet often?
R6: Everyday, all day. I’m actually, part of my job; I’m not actually work at schools. I
do education research. So I tend to be with my computer. You know, attached
with it all the time.
A: Cool, are there any other information sources that you use?
R6: No, we tend to use the web. I mean, for those kinds of things. I read, so
therefore I use books, cause I happened to think that books are very important
and you must not stop using them. Because with technology, the Internet isn’t
always accurate.
A: Exactly, people and edit things.
R6: Absolutely, I mean, when I work with my students, I always say, please don't
use Wikipedia because people change it all day long. So it’s often totally wrong.
A: Yeah, we got that warning as well.
R6: If you cross me with you long essays whenever they got Wikipedia anyway, will
be tore after. Bing! So as I teach research skills, I say that use everything you
can, use people, because people are good sources as well, also use obviously
technology, and also use books. And then when you put all those things
together, when reflect one you’ve learnt, and then show that with people;
because sometimes you might still have misconceptions, misunderstandings.
It’s better always check back when you are acknowledged. And then you make
a better research for your degree or whatever you are doing.

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A: How about, if you were not planning to buy something, would you still be
interested to find out more about this new technology?
R6: Yes, absolutely, all the time. I mean, I think at the moment, there are so much
about new phones and different kinds of computers. I think it’s just fascinating
because everything changes within days so whatever you’ve got probably is
being out of date in three months anyway. So you have to go that middle line.
A: How about, if you want to buy something related to your health, or your parents’
health, what kind of information will be the most useful?
R6: Use doctors and scientists first, so you know, your consultants or whatever.
Experts first. And then talk to people perhaps uses similar things, to see if that’s
helping. Because my mother, technology to help her move, for example, when
she becomes very stiff, she needs assistive chair, she needs assistance with
things like keeping her blood going, because she’s different, her blood doesn't
move every fast. She rips that quite unwell, so we use doctors and then we use
technology. It’s always doctors first because they deal with people.
A: And your mother has used these products, right?
R6: Yes, she has.
A: How does she know this product? How do you know this product?
R6: She knew it because her doctor introduced her to it. And she trusted it,
because she heard her friends have got it, and when she fell, on a very first
occasion, she found that it worked. She thinks it’s wonderful. It’s with her all the
time.
A: Does it make you feel better?
R6: Yes, absolutely. ‘Cause I know it never would fail. And I also know that with
where she lives, she also has serious pulley as well. She will pull the pulley
when she’s not feeling very well. And that automatically gets alarms going. So
every room she goes into, she could pull something. If she feels dizzy,
immediately the interminate will have someone there with her.
A: What if you want to buy something else, which is assistive technology, would
you have any concerns before you buy it?
R6: I would always be very… everything because sometimes I think goods
produced mean people to buy them. You know you don't necessary to need
them. So if I look for goods, it’s only I really do have a need. And I will weight
out how much it would help me. Because I’m only in my fifties, therefore as far
as I’m concerned, I want to be as independent as possible. You know, I don't
have to rely on something. But for my mother, it’s a different issue, she
automatically rely on what we get for her, because of priority. So it’s different
context really.
A: Have you ever buy something for your parents? I’m sure you do, how does it
make you feel?
R6: It makes me feel good for buying thing to them. You know whether it’s special
shoes because her feet… I always feel good because I think I know that it will
protect them and she would be able to move. With an ordinary shoe, for
example, she can’t. So yeah, it’s good.

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A: What do you think she will feel if you buy this for her?
R6: She wouldn't have minded. If she has been given this, she would not have
minded because she would know that whatever we buy for her is to make her
life better. And she’s very, very independent minded, very tough lady. It’s
anything to help her, no problem.
A: Actually those things are making them more independent.
R6: Absolutely, they do, because it builds their confidence on the user. And then
they will possibly use it as much as they can. And they begin to take risks and
they develop much more. Whereas if they haven’t got that, then perhaps they
become more reclusive and they stop going out, they stop doing things, they
just leave them within their little homes which is very sad. So these things are
particular help people in a great deal.
A: How do you think, what other people will think of them if they are using this kind
of products?
R6: I think, I mean I have known young students that I have taught who have an
alarm because of they have … diseases. So for example, they’ve got an alarm
on them because in fact they are very, very allergic to something, you know,
I’ve taught people who’ve got peanut allergy, but it’s a very severe one that if
they do become allergic, they got two or three minutes. And therefore, their
parents, they rely on them totally, ‘cause it’s important to have that. But I think,
technology, we are allowed to use it but don't let it to rule your life.
A: Thank you. It’s coming to the end so we are going to do another game. Could
you finish the sentence for me?
R6: Yes.
A: I like reading because.
R6: It informs me, it entertains me, and it promotes me to think further.
A: Retired people usually are.
R6: Lively, full of energy, positive, and have a lot of experience.
A: I live in Bath because.
R6: I adore the city; I love the architecture and art.
A: Me too. Elderly people need assistance when.
R6: When they are no longer independent. I mean they should gain some degree of
self-confidence.
A: Technology is made for.
R6: Everyone.
A: British people are famous for
R6: Being inventive.
A: Assisted living products are made for.
R6: Made for many people in society.
A: Family consists of.

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R6: Diverse member who have lots of ideas which they share and they’re united by
love.
A: Buying a gift for parents’ means.
R6: That you demonstrate that you love and care for them.
________________________________________________________________________
Interview Transcript 7 – Middle Age
Interviewer (A) Respondent (R7)
A: Shall we begin with the association game?
R7: Sure.
A: Family
R7: Baby
A: Parents
R7: Old
A: Assistive technology
R7: Expensive.
A: Expensive? How come?
R7: Well, I mean how many of them we can have. They are specialised products so
they are supposed to be expensive. Maybe not this, but something like this
should definitely cost a hundred pounds at least.
A: Okay, people who need assistance
R7: Um, again, old, I will say, unfortunately. And I’m going to say the first thing
comes to my mind ok?
A: Yes, and gift.
R7: Happiness.
A: Retirement
R7: Freedom
A: British People
R7: Moody.
A: Senior adults
R7: Senior adults? Um, nice to talk with I would say, because they have something
to tell and I always enjoy talking to, you know, old people to be honest.
A: Yeah, ‘cause they are experienced.
R7: Yeah, they have so many things to say. It’s just really nice.
A: Yeah, and sweets.
R7: Sweets, chocolate.
A: Interesting, so are there any elderly people you taking care of?
R7: No.

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A: No? Where are your parents living?
R7: My parents live in Turkey. My husband’s parents live in Turkey. My grandfather
and grandmother passed away long time ago, 17, 18 years ago. We only have
my husband’s grandmother left, to be honest, on both sides of the family. She’s
over 90. So I mean she’s healthy but like in teams of not having a serious
illness. But of course old age, she’s falling and so on, because of those, she
has all this pain and help she needs. She lives with another woman who’s
taking care of her constantly in her house, because she can’t really do anything
alone any more. But her consciousness and everything is fine, she remembers
everybody, so she is healthy but she is just old, and really hard to move
around.
A: So do you visit your parents in Turkey often?
R7: Yes, we do, just once a year. My husband’s parents come, my parents came as
well, but they come more regularly than my parents. Yeah, we do visit.
A: Do you contact regularly?
R7: Yes, I mean we talk to everybody once every week. I have two sisters I call
every week. My parents, I call them every week. And my in-laws, we talk
every week. Unfortunately, grandmother, I don’t think we call her as often as
we should, like every two, three weeks.
A: That’s still good.
R7: Yes it is. But we should call her more often I think. Because she can’t really do
anything, she doesn’t really go out and she feels lonely. This is important. But
we have a small baby. That’s the difficulty most of the time because sometimes
I can’t call my parents either. You know, I tried to call every week at least one
of them, either my sister or my mom. Because they contact each other, so we
all know we are fine. But sometimes it’s impossible, you know, you are so busy,
and if you’re sick or something, you can’t really think of calling anybody.
A: Yeah, and this is your son? How old is he?
R7: 24 months.
A: He is so cute.
R7: Thanks.
A: So, have ever decide with your parents, whether or not buying something? To
make any purchasing decisions together?
R7: Like to make their life easy? Anything? Buying anything to them?
A: Yeah. Like if they want a new TV at home, will they consult you before they buy
it?
R7: Ah. Ok, ok. Well, they would definitely talk to my sister since she lives very
close, about two minutes away from them. They don’t consult me in those
terms, but if they want something and they want to know if there is something
upload in UK, or in America, that they would ask me. You know, they would
say, we saw this here. Or sometimes for example, she, my mom, had a diet
actually, she has to lose weight, because she has some problems, and she
needed something urble the doctor suggested, but they couldn’t find any in
Turkey, so I bought from America and sent it. So we have that kind of

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 consultation rather than buying a TV or washing machine, not like that. They
wouldn’t ask me those because I’m away. But other things, which are not easy
to find there, or they don’t know where to find it, then they would ask me,
and if I can buy it, I will. I will send it or take it with me.
A: Alright, so you mean, for the living products, they will consult your sister
because she’s living closer to them.
R7: And in Turkey, I don’t know everything I don’t know every brand. I’ve been
away for long. So they wouldn’t ask me.
A: Do you think the process will be any difference if the product is cheaper or
expensive?
R7: If they would ask me? I don’t think so. No. It’s not about cost; it’s about
availability, and alternatives. But saying that, it totally depends on the product,
‘cause I can’t get them washing machine from here. It should be something I
can carry with me or I can access. I can’t bring them many medications. It has
to be over the counter. Even though, most of time they ask me for medication,
like herbal things or there are joint kind of things that help elder people, those
kind of things are either expensive there, or not to be available, then I help. But
it should be something I can carry. It’s not about cost; it’s about availability I
would say. Maybe about cost in some medication, but still, if it’s not much
cheaper here, they wouldn’t care they wouldn’t wait for me.
A: Let’s talk about general technology. How would you usually find out there is a
new technology?
R7: My husband. I’m not really curious about new technology. I know it can do
many things, but for example, I will never be able to use a Blackberry or
iPhone, or anything like that to take notes, or as my calendar, or like reading
books from kindle. I wouldn’t like that. I’m kind of traditional way. I read it on
paper kind of person and I really like it that way. I know it really helps a lot and I
love my iPod, or iPad, or whatever, I love it. I really like it because it helps the
kid to play and develop. But for me, those kind of things are for leisure and for
fun, not using iPad taking notes in a conference or a meeting, I don’t like use it
in that way. When I have my notepad and pencils, and just take notes.
A: Apart from you husband, is there any other information source that you use?
R7: There’s something in news, that you know something new. Or like colleagues,
friends, you know, they say, oh you know I got this phone. I usually don’t like
cell phones, I don’t care about cell phones, I have one but it’s simple. Some
people really like it, there is something new and they have to get it. I’m not like
that. I really have to think, like really careful, really have to see its benefits, and
then I would go for it.
A: If you are planning to buy this kind of things, you want, be interested to find out
more?
R7: I would be interested, but I have to really think, you know, sometimes the things
look really practical are not really practical. They are not. Like this cooker
(kitchen minder), if it just giving messages every hour, then that’s going to be a
pain, so it has to be really designed well. Or like baby monitors, or baby
movement detectors those kind of things, they look wonderful, like saving your
baby’s life, the idea is wonderful, but I know they are not working properly. If

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 they were like giving an alarm every night, that’s going to give me a lot of things
and I wouldn’t go for it. I always look at benefits, pluses and minuses, and plus
should be really overwhelming. For me, like a computer, this is working fine. I
wouldn’t go for a new model just because there is a new model. I don’t think
like that.
A: How about if you want to buy something related to the health of your family or
yourself, what kind of information source is the most useful?
R7: Well, I would ask doctors probably, if it’s directly related to the health. Or the
nurse, like what can I get. I would value their opinion very much. And then I will
check online. And I will definitely read the reviews, like whom like this, why they
do. Because sometimes people don’t like it but not for the reason I wouldn’t like
it. So I really read carefully, and I make it again, some benefit analysis for
myself and then just go for it. But health related, what do we have? Maybe
temperature monitor? And blood pressure thing. Yeah we have that one, I don’t
think we have anything else to be honest, for health related reasons.
A: Have you heard of this kind of stuff before?
R7: Just these two (blood pressure monitor, pendant alarm) yes, this (kitchen
minder) no. This (pendant alarm) everybody knows, but I don’t know if it’s
something to carry everywhere. That I heard of because my husband’s
grandmother, and I think they got it from here, online, if I’m not wrong. One
thing I know is they got her a cell phone, but a really big keys and numbers,
because she’s also losing her sight, so that really helps. She can carry the cell
phone here that she can really see. It’s not big but the keys are really big. So I
kind of know this because of her.
A: Would you consider these are useful to your parents?
R7: Yeah, they have one of this (blood pressure monitor), if they are in similar
situation, I will definitely like something like that (pendant alarm). Because they
are in Turkey that (kitchen minder) depends on how available this is and how
expensive it will be to take from here to them.
A: So those are the concerns about the suitability of the product for your parents?
R7: Yeah, the thing is they don’t speak English, I can teach them, but if people get
older, it’s hard to teach them something new. As simple as this, cooker
switched off, that’s not as simple for them as it is for me. They wouldn’t like it. It
should be in Turkish as well. Otherwise they would find it hard to use.
A: How about the other things like this (blood pressure monitor, pedant alarm),
would you have any concerns?
R7: (Blood pressure monitor) I think English would be a problem. They should
understand. It should be easy to use and it should be really complicated. This
(pendant alarm) one I think once you set up, it is good, but then they might
have to wait for me every time to set it up. That might be a problem. Believe
me, even a simplest thing will be a problem. It should be in Turkish, then I
would really consider.
A: How would you find out more to reduce the concerns?
R7: Where do I go? I think the first thing I will do is to check it in English, see what’s
available. Then have it translated in Turkish and check it again, and see if it’s

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 available. They are saying everything is available in Turkey; you just need to
find the right place. I know, of course, there are certain products which are
pricy, you have to go to certain place, Istanbul or…. They are not widespread.
So you have to find the place. So I would definitely use Internet, maybe I would
be able to try to call to shop and ask if they have it. And then ask them if not,
where can I go. Or maybe we have doctors in families, I would ask them.
Because those are really health related products. This is easy to find, but these
two really need some research. I will do it that way.
A: If you buy something as a present for your parents, what does it make you
feel?
R7: Any present? It makes feel happy. You know, but it also makes me feel a little
worried because like, are they going to like it, do they really need it. It’s hard to
give gifts for all the people, I have to think about English, if I’m getting them
something digital like this, would they understand it, or sometimes I shouldn’t
buy anything here and go and buy something in Turkey. There are all
preparations going on in my mind. Do they need it if they don’t need another
pair of shoes? Getting other type of gifts are hard. If I can do anything for them
I will feel happy.
A: How about you buy this for your parents; does it make you feel any differently?
R7: If it is going to help, I will feel very good, but again, my only concern will be
English, how easy it is. This is very easy and straightforward, just one button.
So that might work. I got them one from the US, I remember, the blood
pressure monitor. They couldn’t really use it, because it’s not very easy. And
then they got themselves one from Turkey. Even though you think it is easy,
they have to think it is easy; it’s not the same because you guys are really used
to use technology. It kills me to text a message from my cell phone, I know how
it is, but I really don’t like it. So you think it’s so easy. You do it without thinking
like you wrote when you talk I couldn’t do that. They are like worse than me. So
every generation, we are all different.
A: If you buy this to your parents, what do you think they will feel?
R7: I think if they need it, they will feel really good. If they don’t think they need it, I
don’t think they will be interested, at the moment, at least. Because my parents
are over 70 but they are still very independent. So at the moment they are not
in danger of falling or hitting their head and needing emergency. They don’t feel
that need yet. They wouldn’t be interested at the moment. They will think it’s a
waste of money.
A: And they won’t like to wear this kind of things on their neck?
R7: No, because if they don’t see the need, they wouldn’t. Same goes to my
grandmother, I don’t think she would use it five years ago. I don’t think so.
There’s the thing that people don’t like to recognise they are old. They don’t like
it. I mean it is hard. My dad, he serious hearing problems, he watches TV, you
close the door and you can hear it from another end of the house. But you ask
him he doesn’t have any problems. And I told them many times, go to the
doctor. He goes and he said, “my hearing is there, I had my ears cleared.” I’m
like “that’s not what you need, you need a hearing test, because you don’t hear
anything.” I talk like this, and he doesn’t understand. I have to shout. So they
haven’t seen the need. And I have keep telling him for last ten years. I swear,

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 serious, they live in a big city, Istanbul; a car could hit them. You have to. We
all think the same, my sister, my mom, everybody. I’m sure my
neighbours think the same thing, too. I’m sure they are hearing the TV. That’s
how loud it is. But he doesn’t see the needs, and you can’t make him. Like I
say, I got him a hearing aid, he would never use it, because he doesn’t see the
need.
A: Is he going to be annoyed if you buy this for him?
R7: I think so, if you tell him “you don’t hear, you have a serious problem”, he
doesn’t like it. It is about how you look at yourself, it’s not about meeting my
dad’s needs. He has to see that. Like my mom, for example, she did a surgery
for her back. She needs the walking stick. My sister got her one, she never use
it. She needed it. Doctor told her she needed it. She’s like, “no, I don’t”.
A: Do you think she’s worrying about other people looking at her?
R7: Probably, but more than anything, she’s worrying that she is old now, because
we were telling and she’s like, “I’m not old yet”. And that’s certainly happened
almost 18 years ago. That’s what she was thinking. So it’s about self-
perception I think. Like all other old people, she doesn’t like to see herself like
that. Passing a mirror with a walking stick, she doesn’t like that. And she
doesn’t go anywhere. Because she knows she needs this, but she doesn’t use
it.
A: Thank you very much, that’s very interesting.
R7: I have so many examples about all those things.
A: That’s very useful. Before we finish, we have another game. Could you please
finish the sentences for me?
R7: Okay.
A: I like reading because…
R7: It makes me relax and go into different world.
A: Retired people usually are…
R7: Free.
A: I live in Bath because…
R7: I work here and I love the city.
A: Elderly people need assistance when…
R7: They see the need.
A: Technology is made for…
R7: Everybody.
A: British people are famous for…
R7: Bad teeth and bad dentist.
A: Assisted living products are made for…
R7: Again they are not necessary for old people I think. You can be young and still
need something like that. Who ever really needs or sees the need. You know,

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 for them. For everybody, if you are a person who forgets very easily, you might
not be very old but you still need something like that.
A: Family consists of…
R7: People who love each other.
A: Buying a gift for parents means….
R7: I care about them.
A: Thank you.
________________________________________________________________________
Interview Transcript 8 - Elderly
Interviewer (A) Respondent (R8)
R8: I’m a little bit familiar with that and that (Pendant alarm and blood pressure
monitor) or the similar devices, because my mother and father were both alive
until about four years ago. And obviously I’ve seen them using blood pressure
monitors and also pendant alarms. I think it’s interesting that they were both
reluctant to use it or to wear it. I think that’s quite trick. Because all those
elderly people, they appreciate the value of them but they don’t always wear
them.
A: If you don’t mind, I will start with the association game.
R8: Yeah.
A: Christmas.
R8: Tree.
A: Family.
R8: Um. Trouble.
A: Technology.
R8: Technology, um, they are wildering.
A: Assistive technology
R8: Interesting.
A: Coffee.
R8: Addictive, in my case.
A: People who need assistance.
R8: To be helped.
A: Retirement.
R8: Best time in my life. I can recommend it. You wouldn’t understand that, would
you?
A: British people.
R8: Difficult question, I can’t give you one word. You’re looking for one word?
A: One word or one sentence.

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R8: Um, actually I was born in Ireland, although I’m British citizen, I spent most of
my life in Ireland anyway. So I have mixed feeling about British people actually.
You’re coming from Cyprus, probably you too.
A: Senior adults.
R8: Some good some bad.
A: Sweets.
R8: Sour.
A: So I will move on to some general questions. Is there anyone who takes care of
you? Any family member or?
R8: My partner. She takes care of me.
A: So do you live together?
R8: Yes, we do.
A: I will ask you something about technology. General technology. Have you
heard of assistive technology? I think you said your father; your parents were
using this.
R8: Those two (pendant alarm and blood pressure monitor), yes, I’ve seen them
used. I suppose by medical specialists. It’s certainly in relation with my mother,
who had a serious heart problem. And blood pressure was regularly monitored.
They both had pendant alarms. You know, they were living in sheltered
accommodations, which means that it’s not like a nursing home but there is
somebody nearby who comes and helps when they had any problem. And they
both had pendant alarms. But I think they don’t like. Most of time they were
resisted to use it.
A: How do you get on with new technology?
R8: Not very well I would say. I either checking the phone if you like, and you know,
I understand and appreciate the value of them. And I am just about computer
literate I would say, but not very. I don’t use emails, for example, very much. I
don’t use mobile phone or this, I …..
A: So you are not seeking information for new technology?
R8: Um, no I wouldn’t say I am, no.
A: How do you find about new technology? Magazines, websites or whatever.
R8: In what respect?
A: Like, let’s say, you want to learn about new technology, which source of
information do you use?
R8: Yes, I mean I read about it for interest, even if I don’t technically use them.
Obviously, I appreciate the value. And I come from the generation that doesn’t
have any of these I would say. All of these things are new and recent
developments. So it’s a very different world today.
A: Let’s think about the situation, you are interested in a product but you are not
planning to buy it, which source of information you search?

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R8: I suppose maybe go into shops and ask for advice. Perhaps specialist
magazines, to look at those. “Which” for example, see if they have a
recommendation for particular technology or particular type of machine, you
know, camera or something like that. That would be sources I look for
information.
A: If you have any concerns about a product, let’s say, you decided to buy a
product, a new technology, do you have any concerns about, do they perform
as you want, or other things? What source of information is the most useful for
you?
R8: If I’m going to buy a piece of new technology, I suppose if you could get it, the
advice from people who is marketing it. But I think that’s not very often, as I’m
sure you know it’s very difficult to get good advice. I think in the past, people
who marketing new technology were often skilled in that technical or
technology area themselves, and they could really give you informed advice. I
think pop into them and listen to theirs. But today people are simply trying to
market but not necessary know the technology themselves, and they often
aren’t very helpful.
A: Let’s say, for apple phones, an expert says, this is a useful one; still, do you
have concern with it?
R8: It would depend, if you thought the person was giving you genuine, objective,
disinterested advice rather than just trying to sell you something. You could
only, I suppose, draw on your on experience of dealing with the people or
situation like that. And I think you can tell, when somebody just try to sell you
something, or they do have a genuine interest, or knowledge of themselves to
sell you to help you or to improve your quality of your life. But that isn’t always
the case.
A: I see. If you don’t mind, I will move on to questions about your family.
R8: Sure.
A: Have you ever decide together to buy a product with your family?
R8: That’s a question I actually find quite difficult to answer because I don’t have
any children, I was married about 55 years. They live in Ireland. We separated
about 7 years ago. So thinking about our married life together, I’m sure we did
but I can’t really remember at this stage. And I’m with my new partner in Bath.
And I can’t think of anything recently that we bought together. I mean, both of
my parents were dead, I have a sister who lives in Bristol but I don’t see her
often. I wouldn’t really consult her anyway.
A: How does it happen on purchasing decisions? How you decide to purchase a
product?
R8: I think if we jointly decide, my new partner and myself, if we thought that it was
going to help us in some way or improve our life, I’m sure we would. Sorry, not
very clear, I know. But I can’t think of any concrete example. I suppose we both
very careful with money, we both already have most of things that we need.
Neither of us is particularly technological minded. My partner is probably more
than I am. She has a laptop she uses email a lot. We have a little bit trouble
with laptops we went to the services. You know, that’s all I can think of at the
moment.

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A: Does the price affect the decision? If it’s expensive, you will decide together or
not?
R8: I think yes, it will definitely be a joint decision. If something is expensive, I’m
sure. I mean, for example, only recently we moved together, we had separated
flat. I had certain things in my flat; she had certain things in hers. For example, I
had a microwave in my flat. She doesn’t like microwaves, so we don’t use a
microwave. I had a toaster in my flat, which she was agreed it was useful so
the toaster moved from my flat to her flat. So we use the toaster, a very basic
technology.
A: Can we move on, about you?
R8: Yeah. Sure.
A: Can you share with us, how you feel at this point of your life?
R8: These are the best years of my life. I find retirement very fulfilling, very
interesting. I mentioned having separating with my wife and searching five
years. When I came to Bath, I didn’t know anybody. I wanted to come to Bath
because I know this city earlier for a very long time since I was a child. When
my wife and I, in Dublin, split up, our flat was sold so I got a bit of money. I was
fortunate to buy a flat in Bath, which is something I expected to do. I got
involved in various activities in Bath. I do some work in museums in Bath.
There is an organisation in Bath called the University of Third Age, U3A, it’s for
retired people in Bath. It’s very flourishing and vigorous in Bath. And I do a
language course there every week. I learn German. I have a new partner, we
are happy together. We enjoy the life in Bath, lots of friends. Recently we
have a lot of money we don’t used to have. You know, enough money to live on
comfortably. As long as I concerned, last five years are probably the best five
years in my life. At least, certainly when I was in your stage, when I was a
student, a postgraduate student, you know, probably 50 years ago, that was
probably the best period in my life until now.
A: What do you think about elderly people?
R8: I am an elderly person. I don’t know, I find it very difficult to generalise. When
you say elderly people to me, I think of my parents. My partner works in a care
home in Bath so she’s very much involved in looking after the elderly. So she
tells me a lot about what happened in her care home.
A: How do you feel about it?
R8: I’d say I’m neutral, I don’t feel anything special about elderly people, any more
than, you know, like middle aged people or young people like yourselves. I treat
people as individual. I’m not happy make generalisation of people as a group. I
prefer talk like individuals. I think it’s far too much dander-putting people into,
trying to classify people, to put them into pitching holes rather than treating
them as individuals. That is something I try to avoid. If you ask me what do I
think about you, so… I was a university teacher for years so I was very well
disposed to my students. They were my life when I used to work. So I love
working with young people. So I suppose I have more positive, a stronger
feeling about working with younger people than I do about elderly people. I’m
just fairly neutral with elderly people.

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A: Let’s think about the individual who uses assisted living products. What do you
think about them?
R8: Can we be more specific about the products?
A: Let’s say, the pendant alarm.
R8: Gain from my own personal experience with my parents, I think they are very
old. I think people should use them, and I hope when I get on the stage or
being very old, physically weak, for example, the danger of having falls and that
sort of thing, I hope I would have a sense to use something like that.
A: Let’s think about all kinds of these products, who do you think will use these
products? You talked about the pendant alarms, but how about blood pressure
monitor or kitchen minder?
R8: I would imagine, on the whole elderly people, perhaps people who is becoming
forgettable, perhaps people having dementia. You know, obviously something
like, again the relation to my own parents, very well aware of the danger of my
mother leaving things burning on the stove in the kitchen, or like that.
A: When deciding to buy a product related with your health, which source of
information do you think is reliable?
R8: Again, it depends on what it was, but I think I would talk to people with medical
knowledge and expertise, somebody specific relates to your health.
A: That’s all about the questions, if you don’t mind, we want to move on to the
other game.
R8: Sure.
A: I like reading because.
R8: Because I’m constantly interested in learning and understanding more.
A: Retired people usually are..
R8: Very interesting
A: I live in Bath because…
R8: Because it’s a beautiful city and I’m interested in historical architecture.
A: Being independent means…
R8: Means absolutely everything. Not having to answer to employer or even
necessarily to depend.
A: Technology is made for…
R8: To improve the quality of your life.
A: British people are famous for
R8: Usually being very cold to talk to others
A: Assisted living products are made for…
R8: For protecting people from involved in situations.
A: Family consists of
R8: My partner

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A: Means having a lot of time to spend in things I really interested in.
________________________________________________________________________
Interview Transcript 9 - Elderly
Interviewer (A) Respondent (R9)
A: Christmas
R9: Tree
A: Family
R9: Far
A: Technology
R9: New
A: Assistive technology
R9: Newer
A: Tea
R9: Cup
A: People who need assistance
R9: Old
A: Retirement
R9: Old
A: British people
R9: Traditional
A: Senior adults
R9: Old
A: Sweets
R9: Sugar
A: Is there anybody younger who takes cares of you or helps you?
R9: No.
A: Can you describe whom you live with?
R9: Yes I live with my partner, who is three years older than myself. Two of us, and
we both are middle sixties.
A: Thank you. I’ll ask you bit of technology adoption question. So if you don’t
understand any word please feel free to ask me. Have you heard of assistive
technology?
R9: I have yes.
A: Where did you come across?
R9: Just in everyday life. There are programs about what is going to happen in the
future so they talk about modern flats and you go in where there is full of
machines to tell you what your routine is and maybe what we sort of have to do

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A: So do you find out new technology from the program like TV or?
R9: I don’t whether I read about it. Sometimes I do a lot of reading so I like reading
of future, not science fiction but the real future where people will predict in the
real world what could happen, not just fantasy.
A: Interesting. So do you seek new information for the new technology?
R9: I don’t really seek information. I think it just come across by accident, although I
don’t look for it.
A: If you were looking for technology which source would be the most useful?
R9: Well, I’ll give you bit of background for myself. I actually work in a care
occupation. So I’ve got 3 jobs; I am a care worker, I am a house supporting
officer and I am also an escort for elderly people.
A: Can you please give us more detail of the last job you mentioned?
R9: Same as people even if on my own age, people from sixty to hundred years of
age, number of these people will need an escort. Sometimes I company people
in an ambulance to the hospital, sometimes I take people in a taxi to post office,
and sometimes I walk physically with the person to the bank. I give a borrow
support and physical support. They are able to take my arms. They might have
physical aids, walkers, and then I am there to…
A: Support and help them?
R9: Yes, yes. So I in a sense walk with things with new technology there already.
So don’t seek it out.
A: I understand now. So you observe from your working place so you get to know
these products.
R9: There are lots of new products for us upon needed.
A: So you have physical interaction with them so you get to know them from
people you contact. So you wouldn’t be really looking for any source of
information.
R9: No.
A: If you are planning to buy something, you will see more information within the
group there, within the working area?
R9: Yes. I only use the new technology because I am working. For my work I need
a laptop computer, I need a mobile phone. Also where I work there is new
technology where you go through the door switch the light on and off. There is
all sorts of new things I am currently unaware but I am involved in. it’s a new
learning.
A: True. If you were not planning to buy something, would you look for any other
source?
R9: If I am planning to buy something, but because of my work, I might have
experts there. Saying the fields. So I might say ‘I’ve seen something advertised
what do you think about those?’ I might seek an opinion.
A: Like direct contact with other people?

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R9: If I were no longer in the job then I would look to see what other people have to
make my own mind.
A: If you are not planning to buy will you still look for information?
R9: Well, if I don’t want anything I would still be reading about things, things
advertised and there are lots of new books in the library talking about what
might be the future like, that interests me. So new technology is in interest but
buying is not a direct interest of mine. I am interested in my own future.
A: Let’s say if you are interested in technology, but you don’t think it is for you
personally, how would you seek more information on top of that?
R9: If I want to know more, I think by discussing with people I know because in the
society other people might have new tool. Going into people’s house, you see
the new gadgets. For example I was cat sitting in London. And there is young
couple there and they have every sort of new technology; they have new way
of making the tea, they had a new iron, all sort of things. It is better than what I
have already? Is it easier? What’s the cost?
A: So you will ask questions? If you have physical experience and get the real
review?
R9: Yes.
A: I’ll ask bit of family decision-making, so how the decision made within the
family. Do you decide together what to buy? With your partner or…
R9: Well we’ve been together for three, four years so we haven’t bought anything
new at all together.
A: Even if something very small like an iron or, doesn’t have to be big
R9: Well the funny thing was I had very poor television, and we were going to buy a
new one but friend offered to sale their old one. So we actually took someone
else’s old one. So I suppose we are unusual couple we probably don’t use a lot
of modern stuff I would say.
A: When it comes to really tiny thing, like an iron or, if you go to shopping.
R9: If I needed an iron, no I would probably make decision by myself, for something
domestic likes that.
A: Let’s say you went to shopping with your partner, there would be some kind of
discussion between you two when you are buying something, even though little
thing?
R9: If we want to but a TV or toaster, I think I am very influenced by style, so style,
form, and function, I also want to work well, those two things but I want it to
look attractive as well. And the third consideration is the cost, so if it is
something very important to me then I will discuss with my partner to cost.
A: So you will discuss the cost with your partner but not the other aspects?
R9: He will be less worried about the style.
A: Would you say there would be much difference if you were buying really
expensive things?

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R9: If it is an expensive item, yes, we will have to discuss it. Unless it was financed
by in my own, it is coming out from my own pocket. I would perhaps discuss as
a matter of interest, if I really want this and I had money, then I’ll tell my partner
‘look I have the money, and I want this. What is your opinion?’
A: Can you share how you feel at this point of life?
R9: What do you mean?
A: How do you feel being you in this stage?
R9: Do you mean physically or socially or psychologically?
A: Anything, socially, yes, psychologically and physically and everything.
R9: I feel basically okay.
A: Do you find it more relaxed? Compare to your younger age?
R9: Compare to youth? No I feel more or less the same I would say.
A: Do you find any physical difference or…
R9: Any physical impairment, no. I would say for my age I wasn’t very healthy when
I was younger so I am not very health now but I am good for my age. So I am
happy that I am not worse.
A: What do you think of elderly people?
R9: I am comfortable with elderly people. I am interested in elderly people because
we are all going that way and because I am 64 I am much close to their age.
So I take great interest and I look at people who are older as a roll models. In
the course of my work I see you are 100, 80 or 90, and I think yes,
A: Do you enjoy staying with them as a part of your job?
R9: Yes. I enjoy spending time with them. I just listening, it is part of my job. I don’t
talk about myself. Part of my job is, be there and hear about them. So I find that
very interesting and I hear how they feel and what their problem is.
A: So what do you think about their experience at their age?
R9: Well obviously some have physical problems. The biggest factor is that
loneliness. They find more social interaction.
A: Companies and someone to talk to?
R9: Yes.
A: Let’s say when you decided to buy something related to your health, what is
reliable source would you say?
R9: Where would you go you mean?
A: Or what information do you take most account in?
R9: Well say I wanted a pair of glasses; I take people to get a glasses. I suppose
what people got already, what you see in the environment. I wouldn’t go to the
internet necessarily, I would be see things in shops or what other people, like
friends of mine she just got a new glasses you know.
A: What if it is rather more serious health related products?

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R9: Thinking of ears. Number of people in my age they need one or two hearing
aid. That could happen to me. I know new technology, which are much smaller
hearing aid. If I need hearing aid I will do a research for what are available.
A: Would you take account in to any experts’ opinion? Let’s say you go to doctors
or other people?
R9: Yes sometimes. Yes. I think I’ll start with medical opinion first. That’s what I
need one time I had a bad foot problem. I had 6 different medical opinions at
the end. At the end I find my own way but I got 6 different medical opinions. I
don’t like to get just one opinion but want to get more opinions. People are
coming from different angles. If you are in different country, if I go to France
there is different solution there.
A: That’s true.
R9: Let’s say you caught cold. Some people say take hot drinks and some says
have cold drink. That’s the opposite advice. So that’s why I would like to get
different opinions and then see what will work for me.
A: These products that you’ve been seen, do you think you would use any of
them?
R9: I could see myself wearing glasses or hearing aids.
R9: With something like that (kitchen minder), if I get more absent minded, but I
don’t want something as big as that. I want more descriptive
A: More stylish one?
R9: Yes. That looks like something in the hospital for me.
A: Last question, what do you think others think who use assistive living products?
R9: I think they think it is useful and it is good idea to make life easier. There are a
lot of people who don’t use it they cut off. I know someone who needed hearing
aid but wouldn’t wear one. Therefore he was cut-offed a lot. People refused to
believe that they’ve got a problem. If someone is using a frame, the hearing
aid, first think to me is that they have admitted that they have got a problem
and they need a help. You know we are all getting old. There is a problem.
A: Do you see assistive technology product as a sign of strength or weakness?
R9: I think it can be a strength because first of all, you are admitting the reality. You
need to accept whether you are young or old,
A: What about the pendent alarm? If you see somebody wearing it?
R9: Well lot of people in our work with use them. Some have them hanging up and
others got them around their neck. I think it is good idea because it means it
gives, may give peace to the carer or the family, because it gives peace of
mind. Also (it gives) the person a peace of mind.
A: Would you see yourself wearing one of them?
R9: Yes if I was older and depending on my self-esteem. This is the smallest
discrete that people wear it around wrist and some people wear it around neck.
A: Do you see any trouble in your working place when someone introduces to
adopt this product but they refuse to use it?

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R9: Sometimes people don’t want to have the technology; part of it is they are not
admitting that they need it.
A: Thank you. I like reading
R9: because it sort out my life’s problem.
A: Retired people usually are
R9: Are okay.
A: I live in bath because
R9: Because it is comfortable.
A: Being independent means
R9: Means that I got a power and I can do as I like
A: Technology is made for
R9: For future experience
A: British people are famous for
R9: Humour
A: Assistive living products are made for
R9: People who need extra help
A: Family consists of
R9: One or two adopted people.
A: Being a senior adult means
R9: Being responsible for oneself.
________________________________________________________________________
Interview Transcript 10 – Middle Age
Interviewer (A) Respondent (R10)
A: So uh first I will show u some pictures, this one is kitchen minder, so uh.
R10: Kitchen minder, now u has told me this before isn’t it.
A: Yes
R10: Now what does it do.
A: Yes uh this is kind of sensor, which will detect if there is any fire or smoke.
R10: Okay
A: It will record the number of accidents and may be call or give your family a text
message, may be that some kind of accident happened in your house.
R10: Okay, can u actually then, in this country we have a machine, that old people
wear a thing around there neck.
A: Yes uh.
R10: And then they press it and it triggers as the.
A: Yes, yes the pendant alarm.

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R10: Oh ok, yes that’s it.
A: Yes, the pendant alarm is for may be if you have some emergency that you
need help with.
R10: My mom had one.
A: Yes and then you press the button.
R10: Yes, yes.
A: And we also have like, uh the blood pressure monitor.
R10: Uh ok yeah.
A: So uh this one is like for your health issue and you check your body, so these
three types of product we consider assistive difference products.
R10: Okay
A: You can have elderly to live more independently.
R10: Okay
A: Yes uh, so since you have some kind of knowledge about assistive different
products now I will try to ask you some questions, uh first I will give you, uh a
game for association game, so uh I will ask u like uh I will give you one word
and you need to tell me what you think of in your mind.
R10: Okay
A: So uh the first one is family.
R10: Safety I suppose.
A: Yeah, parents.
R10: Responsibility (smiling).
A: Assistive living technology.
R10: Useful.
A: Yeah, uh coffee or tea.
R10: Stimulants we use wisely.
A: People who need assistance.
R10: Suppose, dependent, elderly.
A: Yeah uh gift.
R10: Boyfriend, gift.
A: Gift.
R10: Umm surprise <all smiling>.
A: Retirement.
R10: Fabulous <smiling>.
A: That’s what I thought <smiling>. Uh British people.
R10: Bit stuffy sometimes.
A: Uh ok, senior adults.

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R10: Useful part of community.
A: Uh, and the last one is sweets.
R10: Definitely good, naughty <laughing>.
A: Ok uh I will ask you some general questions on technology and consumption
pattern.
R10: Alright.
A: Yes so uh are there any elderly people you care for.
R10: Uh not now one of them died a couple of years ago.
A: Ok, ok.
R10: I really had to care for her.
A: And uh do you have any kids?
R10: Yes, two.
A: So uh, how often you visit them, or they visit you.
R10: I see my youngest daughter every day, because she still lives with us.
A: Yeah.
R10: And I see my eldest or speak to her every day.
A: Ok uh, so you are quite close together.
R10: Yeah.
A: Uh so if u needs to like buy things do you decide with your kids or family
members.
R10: It depends on what it is really isn’t it, like if it’s a big thing the whole family are
gone use, you will discuss it with your husband or.
A: Yeah uh, uh, and yeah.
R10: But if it’s little thing.
A: So would there be any difference in your decision making if uh the thing is like
more expensive or cheaper.
R10: Oh yeah, You mean as far as choice between the products, you mean like if it’s
the same product cheaper or dearer.
A: Uh hmmm yes...
R10: If it’s the same product with two different prices.
A: Uh hmmm.
R10: You have to look into, what they are don’t you really.
A: So yes, uh do you think if you buy expensive products you will like, ask some,
uh ideas from your family members.
R10: Yeah I mean if it was, if it was two different prices for the same product I would
say look what do you think, and then you make the choice...
A: Yeah.

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R10: And then sometime you buy the dearer one because it’s better quality.
A: Uh so uh how will you find about new products.
R10: How do I find about new products.
A: Yes.
R10: All sorts isn’t it really, I mean the internet, word of mouth, is I think the biggest
one, I’m not great for just surfing, for the sake of surfing.
A: Is it the same like, how do u find about new technology, from Internet or word of
mouth.
R10: Yeah I suppose, new technology tends to be fun for my children, there is a limit
to what technology I will use, but yeah it tends to be progression, it’s on news,
the kids talk about it.
A: Yeah
R10: People talk about it. It’s like phones isn’t it, you know.
A: Uh hmm <smiling>. You use iPhone as well.
R10: No, I don’t, I have, I haven’t provision of this, that will go on the Internet, I
turned it all off.
A: Oh hmmm.
R10: Oh I have no Internet on my phone at all.
A: Uh ok.
R10: Because I’m dense so I would end up pressing a button,
A: Yeah
R10: I would probably be googling who knows what I am surfing, who know three
days on the trot?
A: Uh ok
R10: And I won’t know who was doing g it so I turned it off.
A: Uh hmm
R10: I don’t use my phone for Internet I have got my laptop that I use for that.
A: Yeah uh.
R10: I would like an iPad though.
A: Oh yeah sure yeah the mini iPad yeah. <all laughing>
A: Uh so which source of information will you think is most useful for technology?
R10: I suppose in fairness, once you find out the name of something.
A: Yeah.
R10: I suppose Google you know what I mean.
A: Oh yeah, yeah Google.
R10: And you do, you Google websites to find out what you want or,
A: Yeah.

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R10: It’s amazing what you can find, its brilliant.
A: Uh, uh will you try to find out new technology even if you are not planning to
buy.
R10: No.
A: No?
R10: No.
A: Okay
R10: Definitely I’m necessity based.
A: Yeah uh so u when you decide to buy a product that is related to health of
elderly, uh which source of information will you think is more important.
R10: Well if it is a product for the elderly, more often or not, social services have that
sort of information.
A: Yeah.
R10: So if you got some one really elderly you can speak to the doctors, the
surgeries, usually know, the hospitals know, you can go to the pharmacies,
there is quite a lot of groups who can help the aged.
A: Yes, yes.
R10: So depends what it is.
A: Yeah.
R10: My mother has this machine, this monitor machine.
A: Pendant alarm.
R10: That actually, all the paper work was given to me by social services.
A: So the uh asking of professional is more important.
R10: Yeah, yes, I mean, I think, if it’s something like that, may be not again if you
can’t get to the doctor you Google it, and then see what happens.
A: Yeah.
R10: If there are representative local in the area, I will speak to somebody.
A: Uh hmmm
R10: I would like to know, what machine you would use, what useful.
A: Uh yeah, uh so would you consider assistive living technology, something
useful for your parents or elderly?
R10: Uh not just for elderly, I mean for people these monitor you have got, they are
brilliant a gives sense of security, that whole technology I have seen.
A: Yeah the kitchen minder.
R10: I have seen that one.
A: Yeah.
R10: That’s very clever.

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A: Will you consider one to use may be at your house, if you think is useful.
R10: No, we have smoke alarms in the system, there is no need for anything else to
be on it, there are doors everywhere, and u can get out.
A: Uh hmmm
R10: Yeah but certainly the other monitor was good for my mom...
A: Yeah.
R10: And the other little things like the key safes, it’s not electronic, but is useful.
A: Yeah uh, so uh if you decide to purchase assistive living products, what will you
main concern is about the product?
R10: The quality.
A: Uh hmm.
R10: If you are going to spend money on something like that you need to know that it
actually works properly so.
A: Uh hmmm
R10: I mean it’s like you got the blood pressure machine there.
A: Yeah
R10: It’s not just for elderly; it’s for anybody who has high blood pressure.
A: Yes.
R10: It’s great for people that have white coat syndrome, they won’t have to go to the
doctor, and they can do it at their own home.
A: Yes.
R10: So they can relax, so it’s very useful.
A: Uh hmmm and how will you try to find out if it is suitable for them, the assistive
living products?
R10: I thin k to be honest; it would be a bit obvious you know.
A: Yeah.
R10: Its going to be what it is, those sort of people who need that sort of help are not
going to be independent, they are gone be in situation where they need help.
A: Yeah, uh and uh when you are buying presents for your parents, how it feels,
how does it make you feel.
R10: Buying present for my parents.
A: Yeah <smiling>
R10: Let me see, I get joy buying present for anybody, not just my parents.
A: Yeah, I think because you focus on elderly so we ask about parents.
R10: Oh ok, well I suppose, may be its not just how you fell, when you are buying
presents for older people. You might be inclined to buy something more useful,
they got everything. Haven’t they.
A: Yes, yes.

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R10: So you would be looking at what you can buy they can enjoy that might be,
theatre tickets. You know something they could use, they could enjoy have
some fun. Or something practical. You know they might be thinking of getting
for themselves.
A: Uh and will you consider to buy assistive living products as a gift.
R10: I don’t know, I don’t think so.
A: Uh
R10: I don’t think so no, if it’s something you need I mean.
A: Yeah.
R10: It depends, if that person wouldn’t buy it for himself or herself, and you thought
ok, usually no.
A: Yeah uh and uh how do you think your parents will feel if you buy assistive
living products as a gift <laughing>
R10: Well I can tell you that quite easily. When I bought this monitor thing. She
wouldn’t wear it she thinks it is too heavy.
A: Oh, just because it heavy or its appearance.
R10: I think it’s actually about being elderly.
A: Yes.
R10: Some people will buy them, she literally, we had one. In this country u can rent
this, u don’t buy the product.
A: Uh hmmm.
R10: You pay a company monthly but yeah.
A: Yeah.
R10: You see how light they are, look little light wire.
A: Yeah, uh so what happened next?
R10: She wouldn’t wear it bottom line.
A: Oh <smiling>.
R10: That was it, bottom line.
A: So she didn’t use it <both laughing>. Uh ok, uh so the last one we call finfish
the sentence game, and I will say the first part and you finish it.
R10: Okay
A: So the first one is, I like reading because.
R10: Relaxes me.
A: Yeah ok, retired people usually are.
R10: Never at home <laughing>.
A: I live in bath because.
R10: It’s a beautiful city and I love it.

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A: Uh ok, uh elderly people need assistance when.
R10: They become unable to sustain their life.
A: Yeah, technology is made for.
R10: The uh <laughing>.
A: British.
R10: In fairness it made for everybody.
A: Yeah.
R10: It makes life easy, very easy it’s just you get a little bit older, you have more
time.
A: More time to.
R10: More time to simulate the information.
A: British people are famous for.
R10: Stiff upper lip <all laughing>.
A: Assistive living products are made for.
R10: People who need help in the home.
A: Yeah, family consists of.
R10: Oh family, mainstay of your structure, it’s the most important thing.
A: Uh buying a gift for parents means <smiling>.
R10: It usually cost you a lot of money coz you have to buy something that they don’t
have.
A: Yeah I believe.
R10: You done.
A: Yeah. Your answers are very good for your analysis.
R10: So what is u studying?
A: We are studying business administration.
________________________________________________________________________
Interview Transcript 11 – Middle Age
Interviewer (A) Respondent (R11)
A: Have you ever heard of assisted living product before?
R11: No.
A: The concept is to help people living more independently.
R11: Sure.
A: Here are some pictures that I showed you the other day. These are all assisted
living products.
R11: Yes I remember what you have introduced me.
A: So are you ready to play the association game now?

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R11: Yes.
A: Family.
R11: Mother.
A: Parents?
R11: Father.
A: Assisted living products.
R11: Well, I have no idea. Help maybe?
A: Coffee.
R11: Work.
A: People who need assistance.
R11: Grandparents?
A: Gift?
R11: Wine.
A: Retirement?
R11: Grandparents.
A: British people?
R11: Home.
A: Senior adults?
R11: Parents.
A: Sweets.
R11: Savory.
A: Good. Now I am going to ask you some general questions about your self.
R11: Okay.
A: Are there any elderly people you take care of in your family?
R11: Not really. I have got two young children to look after. My grandparents and
parents are living independently. They are really healthy.
A: Okay. The next question will be something about your family decision-making.
Have you ever decide together with your parents whether or not to buy things?
R11: With my parents? No. Maybe when I was younger, but not anymore. I will
always make my own buying decisions.
A: How about this. Is there any difference when you are buying a very expensive
product? Will you discuss with them or you still make your own decision?
R11: Well, only maybe things like cars. They are really expensive I think I would
discuss with them.
A: Then I am going to ask you something about technology adoption.
R11: Ok. No problem.
A: So how do you usually find out about new technology?

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R11: Well, usually it would be from the people I work with, or my brother. He is really
knowledgeable to technologies, at least more than I am.
A: Oh really? Why is that? Is it because of his work?
R11: Well yes. I deal with food and wine and things like that. But he is in the IT
industry so he knows a lot. I am little behind of that kind of thing.
A: What source of information is really useful in your opinion?
R11: Um…the Internet can be good. Magazines too.
A: Will you try to find out about technology even if you are not planning to buy it?
R11: No. I only research something if I have the need to buy it. Otherwise it is just a
waste of my time, isn’t it?
A: Yes, that’s true. When you decide to buy a product that related to the health of
the elderly people that you care about, what source of information you think will
be useful?
R11: Well, I think it has to be the Internet. There are a lot of information available,
such as official website, reviews and so on.
A: Just the Internet?
R11: Yes, I guess so.
A: Okay. Before I showed you these pictures and mentioned about assisted living
product, have you every seen people using it? Or have you every heard of
people talking about it?
R11: Not really. For me personally, it is not useful, so I don’t really care about it.
Maybe it is useful for my grandparents. But I don’t see them very often, I don’t
know if they will function well and so on.
A: How often do you see your grandparents?
R11: Once a year actually.
A: So they are not living in the country?
R11: They are in the country. It’s just because I am not able to see them frequently
as I am people and I have children to take care of.
A: Okay. If you decide to buy something like the pendant alarm, what would be
your main concern when you doing your research and so on?
R11: I would worry about if it really going to work.
A: So that’s about the functions.
R11: Exactly. Things have to be reliable.
A: Good. Next I am going to you something about gift giving. So when you are
buying a gift for your parents, how does it make you feel?
R11: Poor. <laughing> kidding. It makes me feel good. It is a pleasant experience.
But sometimes it can be stressful because you will worry about if you can give
the right thing. Sometimes it is not always nice. But yes, it is a pleasurable
experience when you get it right.
A: Nice. Would you consider assisted living products as gifts?

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R11: Probably not. I think these are a bit more functional than gift. For me it feels a
bit like; it would be the same as giving them washing-up gloves. Do you see
what I mean? They are quite functional products, a very practical thing, rather
than something like a bottle of wine, or something that carries emotional
appeals. For assisted living products, you rather need them or you don’t need
them. So they are not particularly gift.
A: Good. Let’s play the “finish the sentence” game now. I like reading because…
R11: It relaxes me.
A: Retired people usually are…
R11: Out of work.
A: I live in Bath because…
R11: Because it is a pleasant city. It has the right size.
A: Elderly people need assistance when…
R11: When they get older? <laughing> when they are unable to defend for
themselves I think.
A: Technology is made for…
R11: Everyone.
A: British people are famous for?
R11: Bad teeth. Traditionally.
A: Assisted living products are made for?
R11: People who need them. It is really hard to say because it is something I cannot
really relate to. I think the ‘need’ is important. Once you realise that you have
the problem, and then these products may help you.
A: Family consists of?
R11: My relatives.
A: Buying a gift for parents means…
R11: Christmas, birthdays and all these kind of occasions.
A: Very nice. Here is the end of the interview. Thank you.
R11: No problem.
________________________________________________________________________
Interview Transcript 12 – Middle Age
Interviewer (A) Respondent (R12)
A: Yes, now the example is the blood pressure monitor, I guess it’s a very
common thing.
R12: Is that something that the user would use themselves?
A: Is basically I think sometimes if you go to pharmacists, they can give you one of
this. And you can try your blood pressure right there or you can have one at
home. So basically just the normal thing you put on your arm.

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R12: So you can monitor your own blood pressure.
A: This is slightly more sophisticated, kitchen minder. So basically is a sensor, and
it checks the temperature of the cooker and the gas flow. So basically if you
forget to turn the gas off, it will sense it and will turn off.
R12: Yes, I haven’t heart of it before.
A: Well basically, it’s a very new thing actually in the market. It’s in the prototype
stage.
R12: I think it will be very useful, because kitchen safety is one of the big things for
elderly people.
A: Yes, so basically when we talk about assisted technology, that’s probably
something to keep in mind. But again, it’s not limited to that, so can be pretty
much anything. Yes, the way that interview is going to go, we are going to play
short game of association. So I’m going to give you word, and I would like to
hear the first thing that come to your mind. So don’t think too much about it,
whatever comes in first may be fine. Then I am going to ask you few questions,
again about technology, may be family, how you make decision and so on. And
then we are going to play another game, where I will start a sentence, and I will
ask you to finish it for me. Entertaining, all exciting. Ok, ‘family’
R12: Yes, children.
A: ‘Parents’
R12: Discipline.
A: ‘Assisted technology’
R12: Health.
A: ‘Coffee’
R12: Tea.
A: Nice, ‘people who need assistance’
R12: Elderly, probably, elderly people as in older people.
A: ‘Gift’
R12: Present.
A: ‘Retirement’
R12: Relaxation.
A: ‘British people’
R12: Stiff.
A: ‘Senior people’
R12: Fragile.
A: ‘Sweets’
R12: Nice.

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A: Good, good, that’s it. That’s a very short thing. So now may be slightly more
general questions first about you. So you mention you are mother in law, are
there any more elderly people you care about?
R12: Yes, we have, my mother is also in her mid-eighties, and my mother in law is
91. Both of our fathers, my husband and my father both died many years ago.
So those are people are their own, so we have 2 elderly mothers, our direct
responsibilities really.
A: How often do you see them?
R12: I see my mother, and neither of them lives close, we moved away to Bath when
we grew up, so neither of them live here, not of the moment anyway. My
mother moved to the other side of London about 15 miles away. And David’s
mother lives in Yorkshire, also England, about 200 miles, so a long way. And I
see my mother about every two months, both of them actually.
A: So still very independent, I guess.
R12: They are, at the moment.
A: Do you have any kids?
R12: Yes, I have 1 daughter, nearly 15.
A: Okay, I guess you live with her.
R12: Sure.
A: So now will be about how you make decisions in family, especially buying
something. So if you ever decide to buy something in the family, especially
something for your parents, would you make decision jointly or would you make
it be yourself?
R12: We make it jointly, but I suppose if it were about my mother, I would expect my
husband to support me and what I wanted to do for her. If it were about his
mother, I would try to go along with what he wanted, probably. And we are
recently fortune, as we are not very short in money, we are not very rich, but
we do have money to buy things like this. So if we needed to get something like
that we could probably just do it.
A: I see, and again, so would there be different in the decision making when it’s
cheap product, let say something small like an iron, or something bigger, like I
don’t know, washing machine, something slightly more expensive.
R12: Yes, no, I don’t think it will be any difference in decision-making process, but
we would, we might take longer to decide, or we might do more research into
what is available. If it was one of this, and it was 30 pounds, we probably just
get it, or an iron, or something.
A: Would you talk to your mother about it, or you would just buy it?
R12: Oh no, I think you have to talk to the people who are going to use them,
because if they are not prepared to use them, you are just wasting money. I
mean, we got one of this, this pendant alarm for my mother in law, and I’m still
not sure whether she wears it everyday. She wears it when we are there, and
when we go, we say where is it, and sometimes, hanging on the back of the
chair, or is on her bed, or is on the table, so it’s no use.

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A: So what she says about it?
R12: Well, she knows really, when you remind her, she says: ’oh, yes, yes, yes, I
know, I know, I need to wear it.’ But the point, of course, is she falls over, and
she can’t reach it, and it’s no use of her. So I think you have to have the person
who’s going to use it on board with it, really.
A: So how do you usually find out about new technology?
R12: Yes, that’s a good question. We read about it, in papers or magazines, we see
it on the television, or we get told about it by the medical professions. So for
example, 2 years ago, my mother in law broke her hip, so she was in hospital
through out, and before she went back home from hospital, there’s obviously
people in hospital who can give you lots of the drives, why don’t you give her
one of the stair wheel in the house, etc. so lots of different places. But my
husband works with computers, so he quite switches on to technology things.
So he often thinks about something.
A: So again, think of all the sources that you mentioned, which of them would be
the most useful?
R12: I should think probably something that recommended by the experts, really, by
the doctors, in the case of things like this.
A: Well, what about general technology?
R12: If it were more general technology, like a new phone, new television, then my
husband would read about it, probably in newspaper or magazine.
A: I see, and do you try to find out about technology even if you probably not
trying to buy it?
R12: I don’t if I’m not going to buy it. He does. I would be more likely to research
something if I know I was going to need it.
A: And so going back to health related technology, so if you thinking of buying
something, that is related to health for your parents, again which source of
information would be the most important for you?
R12: I think medical experts, because they are most used to using them, or know
them. To working with them, so they know the best to the people.
A: When you say medical experts, would that mean a face to face interaction with
doctor, or medical magazine, or…
R12: Face to face, but would not necessary a doctor, can be a physical therapist, or
a nurse, somebody that you actually dealing with. Who’s helping to look after
that person, can often give the advice I would say.
A: So again, just to understand, a brochure, say doctor recommends, would it
really be the same thing, would it?
R12: I don’t think it would be as powerful for me, but if you are sitting in the doctors,
and you might see leaflets, you might think that’s look interesting, that would
work for whomever, and pick it up. But I don’t think it’s strong.
A: So again, you said your mother in law use the pendant alarm, can you recall
how you know about it, and decide to buy it?

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R12: I knew about this, because I know other old people who use them, and so when
she was going back home after her accident, we suggested to her that she
should get this. So that’s how I knew about it. And then I found out how I can
obtain one from and how much about it.
A: So when you were thinking of buying this, you go to people and find out their
experience or you know they use it and decided to buy it?
R12: I knew, I suppose at the age of I am, a lot of my friends have also got elderly
mothers, and so people had shared experience. Same as if you have young
children, all the mommies buy the same products, because they all need the
same thing at the same time. So I think you find out about things from the
people who are in the same stage as you are. So I knew about these, and I
know they work well. Lots of these are arranged through the local government.
And that’s where we arranged one for my mother in law.
A: Have you ever thought of your mother using one of these?
R12: She doesn’t need one yet; she’s not at such an elderly stage yet, although
she’s in eighties, she still fits in her mobile, so not yet.
A: What you think her impression of these are? Is she really positive about it? Or
at some point, she is more kind of reluctant to wear it?
R12: Yes, I think what you said first, at some point she would. I think she would
actually use it at some point. But the thing is that all these things that they say
to a person, I am getting old and I need help, and they don’t like that, like
walking with stick or having a wheelchair, you know, needing anything that just
reinforces the fact that you are old, and so that’s not a way that people want to
think of themselves.
A: So do you think there would be a way to let them go around it?
R12: No, not really, I don’t think there is, I think it’s just a fact of life that when you
get older and especially when you live alone, that you need more help.
A: So again, do you think elderly people will use these products then?
R12: Elderly, or may be disabled people who either have physical disabilities or
mental issues that mean they are not quite as sharp as other people on
remembering things, I mean in a case of that for example, sometimes I think I
could use that myself, I mean I, everybody needs one of those. You go out,
and you think, oh did I turn this off? This is definitely said to me an old person’s
thing. But could equally be good, I mean people who stay on their own, that’s
people who are vulnerable, who might call mentally get up, that’s their problem.
This one is more about somebody who gets an illness where they need to
monitor their blood pressure.
A: And again, so when you actually decide to buy some of the assisted living
products for your parents, and you actually thinking whether they suit for
particularly them, what would be the thing that you would consider first?
R12: Whether they use them, whether they will be prepared to use them, whether it’s
easy to use, is very important, especially with certain elderly people, you know,
things with switches and knobs things, they are very difficult for them, so
remember how to use them. I mean my mother in law couldn’t remember how
to turn the television on one week to the next, because it’s certain order of thing

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 she’s got to press and she can’t remember she presses the channel and that.
So I think ease of use is very important, simple to use. And like I say, they
agree they will use it, because it’s no point installing it and they just sit on the
table and they never use it.
A: How would you actually go about finding out if they will use it and if it is easy for
them to use?
R12: As far as they are prepared to use it, I think you just have to trust how well you
know your relative and you know, look them in the eye, and say come on now,
you know, you will do it, won’t you. But in the end, you know, I know my mother
in law will say anything to get this off her bag, you know, and when we gone out
the house, she probably put it in the drawer. So you know you can only do so
much, you can only do your best, sometimes by saying oh you know Mrs. so
and so has one, and she thought it’s really good, then that helps, well she
thinks she’s got one, then I can have one too. Just have to know your relative
to do it.
A: So if you think it’s useful for them, would you try to persuade them then, or you
will just go whatever they say?
R12: I think I will try to persuade them, but in the end, as long as they’ve got their
own mind, as long as they have sound mind, and they are fit to make their
decision, and that’s a big factor when you are dealing with medical, the doctors.
They have an expression for it on medical professions. Something like
responsible for their own decision or something, you have to respect their
wishes, so if they say, you know, I don’t want the doctor in here today, or I don’t
want one of this, or I don’t want anything, you know, the medical profession
have to respect what they say, once if they got something outsiders and they
are really ill, then that’s a different situation, assuming that people are still
same, then I think in the end, you have to go with what they like, what they say,
even if they are ninety one, you know, they went through a whole life and
they’ve done all sorts of things that you haven’t, and if they say they don’t want
it and they end up falling over and die, then you have done your best, you
know, that’s the attitude we have taken into. All you can do, otherwise
you drive yourself crazy really.
A: A bit about the way you give present to your parents, so when you actually buy
something for your mother or your mother in law, how does it usually make you
feel?
R12: Very good, especially you bought something that they want. Do you mean
something like this or any present?
A: Yes.
R12: Good, please to give them something, of course.
A: If it’s something that connect to the assisted living products, would that feeling
change or how would?
R12: Yes, because you would be concerned that they might not be pleased with it.
A: So will you be, I guess you will be that?
R12: Yes, so you might be concerned that they might not really want it, or they might
just prefer that you haven’t bought it for them. So it bounds to be a concern

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 about it. And of course you know, they would rather prefer a box of chocolate
than the pendent alarm. It’s not a fun present of it, that what I would say, the
problem of these things, they are said I’m old, you know, that’s why people
don’t want to admit that they need them.
A: And so again, if you give something like this to your parents, how you think they
would feel?
R12: They might be grateful, reluctantly grateful and I think you wouldn’t wrap it up
and put a belt on it, it’s not the same kind of a present as a new sweater or
chocolate, is it? Something you need not something you might choose.
A: So again, you would put it separately like other technology, you would say an
iron again. You would wrap an iron, would you?
R12: Yes, I might. I definitely wrap a mobile phone, so there’s a fine line, I will wrap a
television, would I wrap an iron, borderline, an iron, because an iron is a
necessary thing, whereas TV and phone are more fun, are they?
A: Alright, I guess we will now move to another game, so I will ask you to finish the
sentence for me, so I start it, and you say whatever comes to your mind about
it.
R12: Okay.
A: I like reading because …
R12: I find it relaxing and I learn about things.
A: Retired people usually are …
R12: Interesting, and more relaxed than people who are working.
A: I live in Bath because …
R12: Because I met my husband here and it’s a nice place to live and bring up a
child.
A: Elderly people need assistance when …
R12: They are not able to live completely independently any longer.
A: Technology is made for …
R12: All sorts of things, but including convenience, entertainment, medical science,
all sorts of things, many, many things.
A: British people are famous for …
R12: This is hard, loving their own country, Yorkshire pudding, being quite stuck in
their way.
A: Assisted living products are made for …
R12: For making life easier and safer for people who are not able to live completely
independently of them.
A: Family consist of …
R12: Close relatives.
A: Would you list them?
R12: Oh I see, yes. Parents, children, brothers, sisters.

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A: Buying a gift for parents means …
R12: That you care about them.
A: That’s really it, thank you it’s great actually.
________________________________________________________________________
Interview Transcript 13 – Elderly
Interviewer (A) Respondent (R13)
A: Basically we are a group of people, six people working on this project.
R13: Of the university.
A: Yeah of the university of Bath, management and we are doing the project for
Bath institute of medical engineering, so this is a charity, to develop products to
improve people’s lives, and the develop assistive living products, so uh I will
explain you the products, so basically this is an example of assistive living
product, it’s a blood pressure monitor.
R13: Ah ha I see.
A: It measures the blood pressure and this is another kind of assistive living
product, which is called kitchen minder.
R13: Yes
A: And this kitchen minder is if you forget the gas cooker on, it realizes and then
turns it off and warns you.
R13: As you get older so your faculties are not working very well so these are
helping, that one helps, that one is checking.
A: Yeah and this is a pendant alarm this is for safety, like basically if you need
help to keep you safe, like for example if you fall, people can press the button.
R13: And you carry that all the time.
A: Yeah like it, you can wear as a wrist or you can wear as.
R13: Okay.
A: And then when you press the button it directly calls emergency, or your family,
your daughter, sons.
R13: It’s programmed one way or the other.
A: Yeah its programmed, yeah and basically that’s all the kind of products and
what I will do is, I want to ask you some questions but before that I want to start
with some game, it’s called association game.
R13: Yeah
A: I will give you one word and then you give me whatever in your mind.
R13: The response.
A: Yeah
R13: Whatever comes to my mind?
A: Yeah.

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R13: Okay.
A: Like if it’s a sentence or a word doesn’t matter, and then I will move on to
questions, I will ask you a few questions and then we will finish with another
game called finish the sentence game, I will start a sentence and you will finish
it.
R13: Ok.
A: So let’s start with the association game.
R13: So that’s the word.
A: Yeah that’s the words, so Christmas.
R13: Happy.
A: Family.
R13: Good.
A: Technology.
R13: Necessary.
A: Assistive technology.
R13: Necessary.
A: Uh coffee or tea.
R13: Enjoyable.
A: People who need assistance.
R13: Many.
A: Yeah.
R13: Is that kind of association ok, my response seem to be relating to things, it
doesn’t seem to go away is that what you are looking for.
A: Yeah, yeah, retirement.
R13: Hopefully happy.
A: So you are not retired yet.
R13: I am.
A: British people.
R13: Dependable.
A: Senior adults.
R13: In necessity, eventuality.
A: Sweets.
R13: Keep away. <smiling>
A: So I move on to general questions. Is there any one that takes care of you?
R13: No.
A: So you living alone or.

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R13: I live alone and I am retired.
A: And do you have daughter or sons.
R13: No family.
A: So I will now ask about technology, but general technology like phones, new
technology, innovations in general.
R13: As long as I understand what they are. <laughing>
A: Like anything that comes up to your mind.
R13: Oh you are asking me.
A: Yeah, so have you heard about this kind of products first of all.
R13: Yea I heard about these, I didn’t know about that, but I know about these.
A: Just blood pressure monitor.
R13: About those two.
A: And the pendant alarm. Okay and let’s think about a situation you are like, how
do you find about new technology, are you seeking information about new
technology.
R13: Some. Some technology, technology is developing, when I was younger, there
was technology developing as well.
A: Yeah.
R13: And older people were frightened of technology like phone etc., so I know that
things are repeated.
A: Yeah.
R13: And I am in that situation myself, and I use a computer, I understand a
computer to a point think it is fine but the speed with which its developing is
frightening for me, but I would imagine my mom when she first had a phone,
she would have the same sort of reaction, we are frightened by something new.
A: So uh you are not looking for information about new technology.
R13: On the Internet.
A: Any source.
R13: Well, I have got, I got a mobile, I got the computer, but I use the computer for
booking things, I use that machine thing.
A: Yeah.
R13: Uh, uh, is necessary.
A: So…
R13: But I am not, I never like, like cars for example, top gear.
A: Yeah.
R13: The television.
A: The magazine.
R13: On the television.

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A: Oh on television.
R13: Or the magazine, uh I never uh want technology, or for the sake of a new
model, or a new toy, uh if I feel the need of technology, I will go for it, but then
will not go to get a new model, or keep upgrading.
A: I see.
R13: That’s something I don’t, it’s difficult for me.
A: It should be necessary.
R13: For sort of you, your generation, you will constantly renew this one.
A: Unfortunately.
R13: Because you want to, because it’s you, you are my grandson really, so you
now by generation so I allow you to do that but not for me.
A: I see, so what source of information do you look for technology, like what
source of information is most useful you think, for understanding technology.
R13: Well uh I need information to understand my computer, I want information to
understand different programs on the computer, I need information on how to
do that, but I will not keep searching what’s there on the horizon, what’s
developing I will not do that.
A: I see, so let’s think of another situation, you decided to buy a product, you think
is necessary, anything, any technology and you think its necessary and
decided to buy it but you are not sure about usefulness of the product, like you
are not sure that’s it, it will operate in a way you want.
R13: Yeah.
A: What sort of information do you look for to understand if it’s useful or not.
R13: Well I really need to understand how the thing works first.
A: Yes what source of information you seek.
R13: Well depends on the product, depends on the product, if I have the computer,
initially when I got the computer I didn’t know what I was looking for, so I waited
for the computer, or my friend to say the computer does that, because if you
are going down, in darkness.
A: I see.
R13: When you buy something or you are looking for something, a mobile or
something for me is like going into a darker cave and I don’t know what I am
going to do, so it’s a matter actually, touching and finding out, oh yeah it can do
that, I wouldn’t really, technology really overall would be overall
communications enhancing my life in a way but I would not be able once I am
going to buy something to actually know what’s I have questions off,
immediately.
A: I see.
R13: I mean overall I know that I want a mobile to take to my friends etc., etc. but I
would not know the full range of this thing, so I wouldn’t be able to look at the
different direction.

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A: So uh if your friend says this product is useful, so uh.
R13: It will start me going but with a friend or the shop, I will keep going and I ask I
got lost here, how do I do it and then, it, it opens another door and then I go
into another room and I investigate the room but once I need the doors to open
for me.
A: I see.
R13: That’s how I am now.
A: So if it’s fine I move on to questions about yourself, so can you share your
feelings at this point of your life, how do you feel, or is it difficult, different from
before.
R13: It is different because I was suddenly, I didn’t develop into retirement, suddenly
made redundant.
A: I see.
R13: The whole department, I was working closed, suddenly we were made
redundant, so its uneasy I didn’t develop smoothly into retirement, I crashed
into it, and I am still a little bit unsettle.
A: I see so how this make you feel.
R13: Sad, sad and lonely.
A: I see, so uh what you think of elderly people.
R13: What do I think of?
A: Elderly people, older people.
R13: Well it’s a stage we all go some of us might pass away before we go really
older but uh well it’s something that develops and we have to face and deal
with it.
A: How do you feel about them?
R13: Oh, depends on there are old people absolutely wonderful to talk or to look at
etc., some people can be very unpleasant, it’s like any individual, the fact that
they are old doesn’t mean that there is a stamp on old people who will make
them pleasant.
A: So if we can generalize it. So as an overall what do you think of their life.
R13: As a.
A: As an overall.
R13: Over all yeah.
A: What do you think about elderly people lives, like how they live are they
independent or.
R13: What do I think; that what I think how they are going to be happier.
A: No, how is there life.
R13: Well it’s the end tailing off, of something, some people at my age for example
some people are at the moment when I am physically quite strong and healthy
at the moment, I don’t think I need help, maybe I was lucky, but other people

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 are not at the same, it’s the personality as some people get older, get grumpy
and unpleasant so it again depends old people it depends on the individual, it’s
not one boat full of old people, old people or younger people educated people,
pleasant people, whop become old are other people who are unpleasant young
people and become unpleasant old people, so I can really say what do I think
about old people, its I can only say it depends on the individual old person.
A: I see so.
R13: What do I think of young people?
A: Yeah
R13: It’s exactly the same thing, I would not change, change the judgment.
A: I see, so uh let’s think about health products.
R13: Pardon.
A: Health products, products related to your health.
R13: Yes in my house.
A: The health, related to your health.
R13: Oh.
A: So which source of information do you look for to buy a product related to your
health?
R13: Oh either are any side effects.
A: Anything, any side effects, usefulness anything about the product.
R13: Of course the usefulness, that’s I am going to look about something because
it’s going to be useful, I mean something like this.
A: Anything, drugs, something like this, anything any product that can be related
to your health.
R13: Drugs are sometime necessary, because they, you will not survive, I got
classmate who will not survive without drugs or tablets.
A: I see.
R13: So there is not any opinion, one can actually, they are necessary but either
actually to get drugs to abuse the drug, drugs you know there you say well,
that’s not nice but or the machine or the different things like them, everything
that is useful and constructive.
A: So which source of information like for example say you need a product that’s
related to your health you don’t know what product which source of information
you seek to understand like any expert or commercial thing.
R13: If my health, I will start with my G.P.
A: G.P.
R13: I will start with my G.P, and then from the G.P go around or look on the internet
and then, go to the G.P for a meeting, consultation, but the G.P has said don’t
go on the internet because there are websites which are not medically
approved a lot of them, so it’s a matter of check really now.

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A: So the G.P is at the center.
R13: The G.P is the center for me.
A: So…
R13: For health sort of I don’t go over board and etc.
A: When you look at the photos, which do you think that use this kind of products.
R13: Who.
A: Yeah
R13: You mean people or I mean them.
A: Yeah
R13: The mother of friend of mine would need that, is that what you, that kind of
response.
A: Yeah like the age group or like any kind of people.
R13: Well this one would be people who are alzimers or dementia, thing like that
they forget that they left something on, this would alert them I mean this an
emergency that you sort of shouting, you actually need that and that one is you
own self check you don’t have to be old for them.
A: I see.
R13: But that one for me it’s sort of I might say I need that one thing I think but at the
moment those I don’t even if I break something I can actually crawl out to the
road or phone someone.
A: I see so, let’s think about the people who need assistance, like you see some
people need assistance, what do you think that society think about them, the
other people think about them.
R13: Need assistance.
A: Like any elderly people who use pendant alarm who cannot live independent,
what the others think.
R13: Oh not during an accident need assistance.
A: No.
R13: Sort of generally.
A: Generally.
R13: Yeah actually go on, day after day, after day that thing.
A: Yeah.
R13: Would you poise the question again?
A: What do you think of others think about them like?
R13: Well some people are I mean last night I spoke to a friend I see once a week, in
an evening, evening class, I suddenly realized that he is a Samaritan for years
in so there that uh, you don’t know what they think of they would do anything to
help but generally my opinion is that, in our society you are studying, and I live
in there is a caring, person to person consideration or sometimes lets then say

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 a quarrel, people will not caringly try to stop them. <laughing> they go away
depends on what you think they even an old people quarrel.
A: I see, so what do you think about them, when you first see people like who
cannot live independent?
R13: Sad, I feel sad well I am going there I am very close (laughing).
A: That’s all the question.
R13: Is it yeah okay.
A: Yeah but we need to have one more game, finish the sentence game, so I start
with a sentence and you finish it.
R13: You start with a sentence and I finish the sentence.
A: Yes.
R13: Okay.
A: So I like reading because.
R13: It’s pleasurable.
A: Retired usually are, retired people usually are.
R13: Inactive.
A: I live in bath because.
R13: I happen to have previous personal things brought me to bath, but I enjoy it.
A: I see, being independent means.
R13: Important.
A: Technology is made for.
R13: Use <laughing>.
A: British people are famous for.
R13: Being polite.
A: Technology is made for.
R13: Everybody.
A: Assistive living products are made for.
R13: People who need them, but you have to match the two, somebody has to find
that or that or that.
A: I see, being a senior adult means.
R13: Have to find the glass, half glass full.
A: Thank you very much for your time so before I finish can I confirm your age.
R13: My age.
A: Your age yeah.
R13: I am 68.
A: And can I get your name please.

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R13: Ah.
A: It’s for confidentiality.
R13: Yeah, do you want to write it down?
________________________________________________________________________
Interview Transcript 14 – Elderly
Interviewer (A) Respondent (R14) Listener (B)
A: So uh at the begining i will uh explain the project uh, we are a group of
bussiness students uh we are working on assistive different tecnologies, and
we would like uh to uh have some general ideas about tecnology and how you
uh percieve about technology. So uh first i will show u some of the assistive
different products, for example uh this is kitchen miga, so this is se3nsor which
will detect smoke and it will help u to recor any accidents and send message to
alarm uh to turn on.
R14: Yeah
A: The next one is pendant alarm, so if you have any emergency then u cut the
button and it will imediately contact emergency ask someone to help you
R14: Yeah
A: Yes and the next one is blood pressure monitor.
R14: Yes
A: Which will help you to measure your blood pressure at home so you dont need
to go to the doctor and it makes life easier yeah so uh .
R14: We got both of them.
A: Yeah you got pendant alarm and.
R14: Well uh if, if the heater goes off um and there is any toxic in the air it will alarm.
A: Yes
B: You got the alarm thing .
R14: Yeah and the blood pressure monitor.
A: Ok yeah. yeah so you have some ideas on these products yeah.
R14: Yes.
A: Yes ok uh so uh i would like to ask you some questions and and first i will play
a game with you it is called associated game, and uh i will give you one word,
and you need to give me the idea of the first thing that you thought of about this
word.
R14: Ok
A: Ok trhe first one is christmas.
R14: In relation to these products or.
A: No its like your general idea
R14: Oh family

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A: Ok um uh family
R14: Brothers and sisters i will say.
A: Uh technology.
R14: Keeping up with it.
A: Yeah a, assistive tecnology, assitive tecnology.
R14: Oh ka not quite with you.
A: Yeah these kind of products.
R14: Uh ha welll yes we use them.
A: Yeah uh coffee or tea.
R14: Both.
A: Uh ok, uh people who nee assistance.
R14: In relation to me.
A: Uh hm.
B: No who need assistance anyone.
R14: So what are you asking me
B: Like what you think when you hear people need assistance, what comes to
your mind.
A: Yeah.
R14: Um can i be of assistance myself can i ring the emergency,if i think they are in
trouble yeah.
A: Ok uh mmm , retirement.
R14: I am.
A: Yeah uh the first thing that comes to your mind , yourself or.
R14: Uh if i think retirement, uh freedom.
A: Uh, british people.
R14: I am technically not british.
A: Oh ok.
R14: Canadian but very even minded.
A: Uh senior addults, senior adults.
R14: Senior adults mean pensioner or older people.
A: Uh hmm
R14: Just like me, charming people.
A: <smiling> uh ok. And uh the last one sweets, sweets.
R14: Sweets mean.
A: Yes.
R14: Eating.

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A: Yes.
R14: Sweets , uh i dont eat sweets.
A: Ok what kind of thing first came to your mind.
R14: Sweets.
A: Sweets.
R14: Dentist.
A: <smiling> uh ok. So i will ask you some general questiond now,uh is there
anyone younger who takes care of you ?
R14: No .
A: Uh ok , uh so uh , so you have any like kids or family.
R14: No , not here.
A: Ok so uh dont see them quite often, or contact them or they contact you.
R14: Uh oh yes on the internetr , on the phone.
A: Yeah uh so, do you live alone .
R14: No , i am married.
A: Ok, uh you heard about assistive technology, like the one here.
R14: No.
A: The pendant alarm.
R14: Oh yes.
A: Hmmm so uh how do u find out new tecnology.
R14: I usually , the weeken papers, and see whats going.
A: Oh ok.
R14: Thats how we grab all of our stuff, they write an article about something so we
follow it up.
A: Uh which source of information do u think is important, is it the newspaper or
the net, or magazines.
R14: Uh i dont dont see the newspapers, the weekend thing on TV, i follow.
A: Yeah uh so , if you are not planning to buy any new technology. will you still
find out some information about that.
R14: I happen planning to use any,replace what i got not terribly going into new field,
no.
A: Ok , uh so if you are interested in tecnology but you are not sure about
technology, will you ask someone for help, or how do you.
R14: I will go to the store.
A: Okay
R14: To one of the , yeah the internet shops or those yeah.
A: Yes uh so uh will you, if you buy something will you decide together with you

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uh.
R14: Yes we do it together.
A: Okay uh and so usually you decide with your wife.
R14: Yes.
A: Okay so if you buy something , is like expensive or cheap prtoduct, uh how will
you make difference, uh decisions, buying decisions.
R14: We are happier if we know main name.
A: Uh okay.
R14: Of the product and usually we stick to one name, that we like , like sony or we
probably look at there product first and probably, and carry on with them.
A: Uh so if you buy like cheaper products will you discuss, uh with your wife, or
buy ir yourself.
R14: You see cheaper umm i suppose to vault.
A: Uhmmm decide any kind of product.
R14: Ummm on general thing , she has to , got to the cheapest , like household
things, uh she will go to Pound land, or any thing like that .
A: Ummmmmm.
R14: But if it was a technical thing i would probablystill stick to a name brand.
A: Uh okay.
B: So basically does it affect, whether like, does it affect your decision process,
like i say you buy an expensive product, you decide with your wife but for
cheaper product, still you are deciding with your wife.
R14: Oh no i will buy them myself.
A: Umm ok, uh so, you say how you feel at this moment, at this point of your life.
R14: I would like to say, at this time of my life, i m quite happy, i hmmm, yes, yes i m
just on an even keel.
A: Oh okay.
B: So is it a bit different than earlieror some no.
R14: Yes it was , uh now one is settled in an area, you are reiterd , you feel much
more even.
A: Uh hmmm.
R14: You are not looking terribly for new things to do, you just enjoying life.
A: So uh what do you think about elderly people.
R14: I think they are very lucky.
A: Yeah.
R14: Compared with anybody else.
A: Compared to like younger generation .... uh.

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B: How do u think about there lives, how is there life are they still independant or
they need assistance, or what do u think about that.
R14: It depends when you say elderly, what i would say after 70 they are, everyones
fine, probably 75 after that they will, probably have to think about some sort of
care.
A: Okay .
R14: Just as thats clear we put a sort of a figure round about 75and then we are
going to have to think, what we are going to do, going to you know a home or
something.
A: Uh so uh if you are buying a product, that is related to health, uh will you, what
sort of information is important.
R14: Well first of all ones own health.
A: Uh hmmm.
R14: I mean if , have say like , you said that blood pressure, well most older, i would
imagine men would tend to have something like that because of high blood
pressure, and there doctor and everything else, keep an eye in it, so everything
to do with ones own health, you would see such a gadget like them, or any of
them, you would follow it probably, i usually follow it in the papers, the medical.
A: Or the medical paper.
R14: And page in the paper.
A: Oh ok , and uh looking at the products on the picture, what do you think , uh
who will you stand, who will use this kind of products,
R14: I will, i would tend to , if i want a product just to one of the big stores and see
what they have and just pick one of the shelf
A: Yes
R14: I am not that particular about going to say which magazine, going through the
whole list, just go to a store and say oh thats pretty much what i want, so i get
them…
A: And oh, who do u think ,what kind of people use this product.
R14: What sort of people.
A: What kind of people will use this product.
R14: Will use them.
A: Yes
R14: I would have thought anyone of our age, anyone who, yes most people, i
would have said most men of my age.
A: Uh hmm.
R14: Would be aware of there blood and any house holderwould probably
nowadays, with some scare stories have one of these gadgets, either a fire
alarm or that toxic alarm.
A: Uhmmm.

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R14: I would have thought most people.
B: How about this pendant alarm.
A: How about the pendant alarm.
R14: About this one.
B: Yeah.
R14: Why is it so special.
B: No you mentioned all other products, but you didnt mentionthis one, thats why i
am asking.
R14: The alarm , well depends on, i am not too clear which alarm this would activate
from.
B: Basically if u fall down you can press the button.
R14: Oh.
B: It will call the emergency.
R14: Yes , i would imagine lets go back to them, we havent had as such one of
these, I would imagine in another 10 years we would probably have something
like thats , i think we need to have it, feel we need it..
A: And uh what do you think if people are using the pendant alarms, how other
people will see those people with this alram.
R14: So i m not quite certain what your question is , if i see someone using the
alarm.
A: How would you, how would you think about that.
R14: I would assume that they would be going back to a call center, then would uh
help them.
A: So you think uh , those people who use these alarm will need help.
R14: No, not necessarily.
A: Oh ok.
R14: I would say i have never seen anyone use one.
A: Oh really.
R14: Have you?
A: No , not like on the streets.
R14: So dont question.
A: So the last one is called , finish the sentence game, i will say the first half of the
sentence and you help me to finish the other part.
R14: Ok.
A: Uh ok, the first one is , you like reading because.
R14: Its uh , i like reading because , depends, i like reaing newspaperfor information,
i like reading books for enjoyment, i like reading something like this for
information.

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A: Uh retired people usually are... retired people usually are.
R14: Usually are quite self satisfied.
A: Oh ok <smiling> uh , i live in bath because.
R14: I live in bath becausei enjoy its beauty more than anywhere else.
A: Bieng independant means.
R14: Financially secure.
A: Yes uh , uh tecnology is made for .
R14: Is.
A: Made for.
R14: A younger set.
A: Ok , Britis people are famous for.
R14: For individuality.
A: Ok, assisting living products are made for.
R14:These people in need who are in bad poisition in life.
A: Family consists of.
R14: We have well , my family.
A: No like general family.
R14: Oh.
A: Not usually focus on yourself.
R14: Family consists of people you were born with and modern family is scattered.
A: Yeah and bieng a senior adult means.
R14: Means
A: Yeah.
R14: Bieng a senior adult means uh hmmm that you survive the work life.
A: Ok yes , uh and this is the end of interview, i would like , do u mind if i ask you
about your age.
R14: 69.
A: And if we have focus group on , may be a second interview, can we contact
you or you.
R14: Rather not.
A: Thank you very much.
________________________________________________________________________
Interview Transcript 15 – Elderly
Interviewer (A) Respondent (R15)
A: Basically, the project is Bath student of the engineering.
R15: I know them. Yes, I know all of them.

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A: So basically, they are developing products to make people’s quality of lives.
The products made them safer. And the products that we focused are the
assisted living products, like this is a kind of assisted living products, called
kitchen minder. And when someone forgot the gas cooker on, it realises, switch
it off, and then warn you like this.
R15: Alright.
A: This is another kind of assisted living products, is called pendant alarm. Some
people always need some assistant to keep safety, and when they fall, they
can press the button. And this thing calls directly emergency service or their
families.
R15: I understand.
A: And also the other thing, blood pressure monitor. Basically it monitors the blood
pressure. And this is our kind of products, so what we are trying to do, lets start
with a game, which is called the association game, I will give you a word, and
then you will give me whatever comes in your mind first.
R15: Okay.
A: And then I will start to move on some general questions, and some questions
are about general technology, and then a bit questions about yourself, and then
we will finish with the sentence game, like I start the sentence, and then you
will finish it. So, can we start with association game?
R15: No problem.
A: Christmas.
R15: Soon.
A: Family.
R15: Abroad.
A: Technology.
R15: No thank you.
A: Assisted technology.
R15: Not yet.
A: Coffee or tea.
R15: Mostly tea.
A: People who need assistance.
R15: More and more of us, increasing numbers.
A: Certainly, retirement.
R15: Yes.
A: British people.
R15: Yes, good.
A: Senior adults.
R15: Good.

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A: Sweets.
R15: Uh, no thanks.
A: And I move on to more general questions. Is there anyone younger that takes
care of you?
R15: No.
A: Do you live alone?
R15: Yes.
A: So I will start to ask about general technology. As before general technology,
have you heard about assisted living product?
R15: Yes.
A: So what do you know about them?
R15: I retired from being a nurse.
A: I see.
R15: So there were some people that I deal with who needed help, and I am aware
some people who have received help.
A: So we are moving on general technology, how do you find about new
technology, are you seeking information about the new technology or not?
R15: No.
A: You are not interested in technology?
R15: I found it a struggle, my computer, my mobile phone, everything. So I get what I
need, and leave the rest alone.
A: So if you decided to buy, it should be necessary, as I understand.
R15: Yes, cheaper to use, Skype is cheaper than the telephone, so I will do Skype.
A: Which sort of information is most useful for you to understand the technology,
to learn about the technology?
R15: Having a young person besides me. I will read manuals.
A: Like newspaper manuals, or?
R15: Probably, yes, more than information on the web.
A: So lets think about this situation, you decided to buy a product, actually you
planned to buy a new technology, but you are not sure about its usefulness,
like you have concern about whether it will operate as you want or not. So what
sort of information do you seek for?
R15: I will come in here to the library, I will pull out the witch books, and you have
read witch reviews?
A: Not really.
R15: Okay they are over there on the shelves. Which magazines, and it does
reviews on all domestic electrical things, cookers, ovens, fridges, a lot mores, I
don’t know if you call that technology.
A: Yes, technology.

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R15: Electrical technology, that I would perhaps need to replace, bits and pieces,
something every year may be. I will read the witch magazines, they will have
done a review of the common companies who made them, and the price band,
and they will take credits, good at these things, and not good at that thing, and I
will decide which one I needed to be good at, and don’t pay money I don’t
needed to be good at. So I will look for some product review. Now, witch
magazine was doing product review thirty, or forty years ago, and because
that’s what I always look at, that’s why I still look at. They are more the web-
based ones, I never switch to that.
A: I definitely look at the materials. Actually, I move on family questions because
you said you leave alone, right?
R15: Yes.
A: So can I ask something about yourself?
R15: Yes.
A: Basically can you share with us how you feel at this point of your life?
R15: Good.
A: Like is it different than before, or if it is different, how it is different?
R15: I retired one year ago, I have more time and space to do things I enjoy, rather
than the time I didn’t retire, you know, I don’t have time and space to do it. I
have more time and space to be with my friends, and more time and space to
travel. So it’s all good.
A: So as is general, what do you think about elderly people?
R15: I am one.
A: Right, what do you think about their life, how is their life? Are they still
independent? Like they can live as before, how do you feel about them?
R15: I don’t think about it, I don’t think all that much. I am elderly and I don’t think
much about it. My friends are elderly, and most of them are well and active. I
am aware that some time in the future I won’t be, but I don’t think about it.
A: So lets think about the product that related to your health. So any kind of
product related to your health. So which kind of information do you look for
before buying it?
R15: Related to my health, I would probably look at the computer review, because I
don’t think Witch magazine do health related.
A: Even for pharmaceutical?
R15: I will ask the pharmacists.
A: So you seek for experts?
R15: I will walk into pharmacy, and ask the pharmacists. Yes, my doctor will give me
what under prescription, but it wasn’t prescription thing, and the pharmacists
would have knowledge.
A: So as I understand, anything related to your health, the experts are the
representer of your decision?

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R15: Yes.
A: And when you think about this kind of products, the pendent alarm, the kitchen
minder, the blood pressure monitor, who do you think that use them?
R15: Elderly, fragile people. Or may be even young fragile people. There are some
around.
A: So the common is they are fragile. And lets think about the situation that you
see someone that uses the pendent alarm, how do you feel about them? What
do you think about them?
R15: I just think good, they found something that would help, they need help.
A: What do you think the society, the other people think about them? Not you, the
others, the younger people, or?
R15: I don’t think young people think about all this at all. It’s not a concept they think
about, if they saw somebody wearing something like that, they may well think
they are fragile, either physically, or may be forgetful, mentally, I don’t know.
A: And that’s all about the questions, we will move on to the next game, the last
game. And this game is finishing the sentence. So I will start the sentence and
you will finish it. So lets start with I like reading because…
R15: It is a easy pass time and old is available.
A: Retire people usually are …
R15: The same as non-retired people. Some of them are happy, some of them are
not. You know, that doesn’t fit into any one box.
A: I live in Bath because …
R15: I enjoy Bath.
A: Being independent means …
R15: Doing what I like with people I like and when I like.
A: Technology is made for …
R15: All of us, improve things.
A: British people are famous for …
R15: Stiff up a lip.
A: Assisted living products are made for …
R15: Thrilled people.
A: Being a senior adult means …
R15: Possibly retired.
A: So that’s all, for one last thing, can I confirm your age with recording?
R15: Yes, I am seventy.
A: And we will probably held a focus group, like second round interview, if you
have time, can we contact you, I will take you email and phone number.
R15: No problem.

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 ________________________________________________________________________
Interview Transcript 16 – Elderly
Interviewer (A) Respondent (R16)
A: Have you ever had any experience with one of these or something similar?
R16: Blood pressure monitors only professionally as a dentist. So I know of these
and I’ve seen them working and that’s it.
A: Maybe somebody in the family or friends are using them?
R16: Yes, we have a friend who is using a pendant alarm. These are absolutely
essential in modern living.
A: Now, we are going to play a game first. I am going to give you a word and I
want to hear the first thing that comes to your mind. Nothing too complicated,
don’t think too much just whatever comes to your mind. Then I am going to ask
you a few questions and then we are going to play another short game. I am
going to start a sentence and I would like you to finish it for me. Christmas
R16: Snow
A: Family
R16: Children
A: Technology
R16: Technology... Progress
A: Assistive Technology
R16: I could say progress again
A: Coffee
R16: Hot Drink
A: People who need assistance
R16: Elderly
A: Retirement
R16: Enjoyable
A: British People
R16: Unique
A: True. Senior Adults
R16: Aging
A: Sweets
R16: Sour
A: Now some general questions about yourself and your family. Is there
somebody younger who takes care of you? Other family member or friend?
R16: No. We don’t have anyone taking care of us.
A: Maybe not necessarily like full time but helping if something happens.

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R16: Not really. We have a son but he does not take care of us. But hopefully he
would be involved with care as the years go by.
A: How do you see often do you see him?
R16: He lives in Dorset and we see him what 2 or 3 times a month. No, once a
month. Every 4 or 5 weeks.
A: Do you two live alone?
R16: Yes. We live alone.
A: Now I would like to ask about general technology. Any technology as such.
How do you usually find about it?
R16: Publications, TV, radio, newspapers. All the forms of publicity that you can get.
A: By publications what kind of publications do you mean?
R16: Scientific.
A: Do you actually read them?
R16: Mainly related to meds and dentistry.
A: As you listed all of these sources, which one do you think is the most useful for
you when finding about new technology?
R16: I would think printed publications more than computers.
A: You sound like you are very interested in technology so would you try to find
about any new technology even when you are not planning to buy it?
R16: Yes, trying to keep up to date in terms of progress but sometimes I feel that,
take computers, marvellous things but they got their drawbacks. They got
knock-on effects that can affect other members of the society. Where probably
a computer has taken business away from a company because it has
encouraged something else in another direction. We don’t know, all these
lateral knock-ons I don’t know. But progress, yes, anything that we think is
progress. For example we are in the age group where we don’t know about
iPods and what are they? iPhones. We have a mobile phone but we don’t have
anything that you young people have - all these things. It’s progress. But
hopefully it doesn’t take away the skill of writing letters. Because people use
the Internet so much and there is fewer letters written. Progress has its
drawbacks.
A: In terms of drawbacks if you are actually thinking of buying some technology
would you ensure that it works for you personally? How would you try to find
out if it actually suits you?
R16: I would find out if I knew of anyone or a reliable source of information that can
guarantee that it was a successful item. In other words I wouldn’t buy blindly. I
don’t buy anything off the Internet. I made a point of that. Probably it’s just me.
But I know a lot of young people and a lot of our younger friends - they do buy
things on the Internet but I would first, I wouldn’t buy anything, unless I was
almost 100% guaranteed that this would be beneficial or it would help me
personally.
A: How would you go about finding out if it is beneficial?

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R16: For example, if a piece of equipment came on sale in a shop or a company I
would want to know from someone in that company, if that is a reliable source
of information, that this was a worthwhile product. Or someone that has
investigate this, probably a scientific journalist, that has gone into this and
examined benefits of a piece of equipment.
A: So again, very much scientific and you probably like to read about it?
R16: Yes
A: Now a bit more about how you make decisions about buying things and maybe
how much the family is involved. If you decide to buy something do you usually
make a decision by yourself or together with somebody else?
R16: Together with someone else.
A: Somebody else, meaning your wife or maybe your kids?
R16: My wife and my son. Yes, because our son, is 51, is very well informed, he’s
got a very responsible job. He knows a lot, as a 51 year old should know in his
position, so I take comments from both my wife and my son. Hopefully
constructive ones.
A: Would there be a difference buying more expensive products compared to
something quite cheap. So let’s say if you need to buy an ironer in the house.
R16: I would look at this very seriously. Because sometimes you buy a cheap thing
OK and it looks OK and then within a year or so or whatever time it breaks
down and it’s not. So I would consider the reliability of something more
expensive, provided it’s not too expensive.
A: But I mean when you make decisions if you look at something in just cheaper
category like smaller products let’s say comparing again an ironer, washing
machine or a car. Three different price categories.
R16: We wouldn’t go for the cheap one.
A: But I mean would you make decisions together when buying something small?
R16: Yes
A: All the three of you?
R16: Yes, I think we do, we always do.
A: How does the process usually work?
R16: Very well.
A: I mean who finds out about it, more of a logistics thing.
R16: Well if it’s something domestic probably which tends to be more used by my
wife then my wife would probably would have more knowledge of it than I would
but she would probably ask my opinion and vice versa if I was dealing with a
car or something with a car that’s principally my sphere and probably my wife
would not know a lot about it but we would discuss a cost. For example if I said
I was going to buy a Rolls Royce my wife would probably say... <laughs>
A: Are you sure…

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R16: Exactly! Are you sure? Are you going to spend all that money on... or are we
going to spend all that money on Rolls Royce? We make joint decisions.
A: When it comes to your health so let’s say your health in particular not health of
both of you how would you make a decision then and who would be the last
one to decide or is it always a joint decision as well?
R16: It’s a joint decision; but influenced by probably the one who has more
knowledge on that particular subject.
A: So it’s more about the knowledge rather than who will use it.
R16: Yes. But we wouldn’t waste money on something that we both thought was
questionable.
A: Now maybe more of a slightly personal question. I want to ask you how you
feel about this point in life compared to maybe been younger, being very young
or maybe growing older.
R16: Well, this point in life can be rather frustrating if you have been very, very active
and you possessed all your faculties in terms of sharpness of hearing,
sharpness of vision and physical and mental activity. One of the things I do
notice at my age and I will be 83 in May. Is that I forget names so my memory
is not as sharp as it was and I had a very sharp memory. I had to because the
work that I did and the qualifications that I had I used my memory and that’s the
one that’s a little bit frustrating. So there are frustrating factors as you get older
but I think one has to be realistic that physical activity will deteriorate when you
get to certain age and I used to be an athlete when I was younger but I can’t,
you probably won’t appreciate it, you can’t run a hundred meters at 83 years as
well as you could when you were 18. So these things do change. I think that’s a
principle thing with getting older. But compared with probably a lot of individuals
my age I should be pleased that I am physically active and mentally active as I
am. Because a point of number of people younger than me probably ten years
younger when I speak to them and talk to them and learn about them they have
certain problems far more than I have. Memory is probably reduction in
physical ability.
A: What do you think is the experience of elderly people in general. What do you
think about them?
R16: I think that when I first retired that one thing that I noticed I felt that here was a
lot of expertise, a lot of knowledge, a lot of brainy people that retire and all that
they have done could be wasted in that they have no further use for it. So they
lose their place in their job, someone takes over and they be working probably
in specialised jobs or non-specialised jobs. I feel that there is a pool of
knowledge and experience in the retired population, in the aging population,
which can be undervalued, but on the other hand they talk about extending the
working life. Man and woman, hypothetical say, they want you to retire at 70.
You’ve got to encourage young people, there’s got to be space for young
people to work. And in this day and age it’s not easy. Because people are
getting degrees and there is no job when they got a degree, people are being
made redundant and there is no job, people have been out of work and it’s and
it’s sad, it’s a sad state of affairs. In a way being retired is nice that you have no
worries in that direction. Not having to worry about a job. You’ve done your
work and this is it.

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A: So then generally, internal experience of elderly people. What do you think they
do? How do you think they feel and so on?
R16: I think certain amount of members in our society feel as if they have been
neglected.
A: In what way?
R16: We do see as we go about our daily lives, typical example, is the little elderly
lady that is shopping in one of the multiple stores and you get the impression
that she lives by herself and it looks as if it is a great effort for this lady to shop.
And it’s very sad and you get older and you go into the same future. It’s alright
if you are wealthy, you can afford everything that’s going, so you have no
problems in buying food, no problems buying petrol for your car, you have no
problems buying a new car. Those people are OK in terms of existence. That is
elderly on the other end of the spectrum that I feel sorry about.
A: Going back to assistive products and any products related to your health. When
you are buying something which source of information would you consider for
exactly medical products?
R16: I would, hopefully, I would use the computer because it’s swift and you can find
out, you can run up a title, the name of a piece of equipment and you will get
lists of references and you can choose the ones you go and you can get a
collection of comments. That’s what I would do. So I would use the computer
for that. My way of thinking is that computers are excellent at that. Which we
never had years ago.
A: Then I guess you wouldn’t require an opinion of a physical person...
R16: I might follow up on that. So that if I found out information about particular
instrument (if it was medical instrument), then I would try to find out if there was
someone locally or someone that I knew from a hospital that was using that. If it
was particularly relating to something that I would need or someone in my circle
of friends would need then I would be curious to know if it was something that
was effective.
A: If we can go back to the pictures. What do you think of these products? In
general. Any opinion or notes?
R16: That is absolutely essential. Blood pressure monitors. I have had these around
for long, long time and they are absolutely essential. Absolutely essential. This
is new to me but from what you have said that is something that’s excellent.
Particularly we know of something personal, where someone, for example, if an
elderly lady has a gas fire and turns gas on, imagine, this scene now, this has
happened recently. Turn the gas on and then she looks for a match and the
gas is going. So she strikes a match and throws the match at the gas fire and it
goes BOOOM. So we need education. I know this is something different but it’s
going in that direction. It’s helping. It’s a safety precision piece of equipment.
Which cuts of gas, etc, etc. These are excellent and we have known quite a
number of elderly people. For example, we’ve had a friend that died when she
was 103, we’ve had a friend that died when she was 101, we’ve got a friend
that now 98 and I think they all wore these. One didn’t though, she had one but
she didn’t use it. But the other friends, yes, they did. Some will not use it. They
have one but don’t wear it all the time. What they will do is they will take it off

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 and put it there and then they will go into another room and something
happens to them and they can’t get access to it. These are excellent. Now this
one [points at kitchen minder]. I am curious about this. That’s excellent, superb.
A: Do you ever see yourself recommend this for somebody? Your friends?
R16: Yes, it all depends. I mean if of these pieces of equipment came on the market
then obviously if it has been proven and normally a good company will do all of
research and investigation into the drawbacks, potential drawbacks, and they
will eliminate those drawbacks before it comes on the market. And if it is a
piece of equipment which will electronically control or prevent any of these
problems. Excellent, it’s progress. And that’s what I call progress.
A: Do you see yourself ever using some of these products?
R16: Well, I don’t know about this. I mean we are getting to the age where we
probably would. It all depends, because we are at the other end of the lifecycle,
aren’t we? At the moment. At least I am. But yes, anything like this, I mean,
there is so many aspects of life where anything like this could help. I can’t think
of anything else. Most of the ones I think are personal safety. Health. Personal
safety. Again, personal safety in a part of the house that’s being used a lot like
the kitchen. And there are a lot of accidents in the kitchens these days. And
there always have been.
A: What do you think of people who use these products?
R16: These?
A: Yes.
R16: Excellent. But then again we come down to personal individuals - blood
pressure is used in general practice in hospitals and hopefully people using
them are qualified to use them and use them effectively and efficiently. So
these are being used every day. Every minute of every day.
A: If you come to a friend’s house and you see one of these things either with
them or in their house. What would you think?
R16: Are we talking about these specifically? I mean would we? I don’t think we
would see one of these. Unless they got one like our son has. He has a
monitoring machine. If they are well made then they would give a very positive
reading. OK, they are fine, but some people will get probably obsessed with
using these and they might get obsessed with blood pressure because… would
they know enough about blood pressure to use them regularly? Because blood
pressure does fluctuate if you are doing exercise, if you are resting then it
fluctuates and some people might worry unduly. If they use one regularly, if
they got whole blood pressure machine. But as a principle those are excellent.
A: If we talk about simple products, they are simple to use and we can assume
that people are using them properly but if you see somebody using it. Do you
think it’s a good thing? It’s a bad thing? Makes them weak? Makes them
strong? Something like this.
R16: Depends on the individual.
A: General perception. If you see somebody using it.

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R16: If they have one of these and they use it occasionally whereby they get a raised
reading regularly then that should be a symptom that they should go to their
doctor to have it seriously checked out. Either by their GP or by a consultant.
A: If we think of something like this, you come to see a friend and you go to the
kitchen and you see a kitchen minder there. What do you think?
R16: I think it’s excellent.
A: You think it’s excellent?
R16: Yes. If it’s been proven and it works and it comes from a reliable company. Not
any backstreet company that is probably selling a cheap product. If it’s a well-
known make and it’s been proven. It’s a good idea.
A: What about the person who is using it? What would you think of the person?
R16: Fine, because they are thinking of methods by which their safety is being
helped, guaranteed.
A: Do you think if maybe they admit that they are weak or they need help. Is it a
bad thing? Is it a good thing?
R16: No, I think it’s just another piece of, shall we say, progress that helps. It’s like
smoke alarms. Smoke alarms, excellent.
A: I’ll start a sentence and I would like you to finish it for me. I like reading
because...
R16: It increases your knowledge.
A: Retired people usually are...
R16: Frustrated
A: Why are they?
R16: Thinking of what they used to be and not what they are.
A: I live in Bath because...
R16: I work there and I think it’s a lovely city.
A: Being independent means...
A: Technology is made for...
R16: Provided it doesn’t go too far, technology, hopefully, represents progress.
A: So, it’s made for progress then?
R16: Yes.
A: British people are famous for...
R16: I could say British people are famous for many things. Progress, recognition of
the talent of women. I think that’s absolutely essential. I think that’s being when
I think of what women did in our WWII and it took years to recognize that we
could not have done without the women. Absolutely essential. And this is why I
feel, again, feel strongly in those nations, we are getting into politics now, again
I feel strongly in those nations where women are not recognized and I think it’s
absolutely terrible where women are not allowed to be educated. I think that is
unforgivable.

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A: Assistive living products are made for...
R16: Everyone
A: Family consists of...
R16: Three people - one wife, one son.
A: Being a senior adult means...
R16: That I have hopefully achieved what I have set out to achieve in life. That would
have one or two problems but hopefully we reached a point in time where we
are totally satisfied.
________________________________________________________________________
Interview Transcript 17 – Elderly
Interviewer (A) Respondent (R17)
A: Tell me the first thing that comes into your mind. Christmas
R17: Happiness
A: Family
R17: Contentment
A: Technology
R17: Is going too fast for me
A: Assistive Technology
R17: Similarly I think, yes.
A: Coffee
R17: Friendship
A: People who need assistance
R17: Elderly
A: Retirement
R17: Contentment again, probably
A: British People
R17: Stubborn
A: Senior Adults
R17: A lot to offer
A: Sweets
R17: Pleasurable
A: Do you think you have anybody in family or outside of your family who takes
care of you not necessarily actively but somebody you can rely on.
R17: Yes, my son, I think.
A: You have said you see him approximately once a month, right? And he is
available and he is nearby if something happens, right?

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R17: Yes
A: Have you heard of Assistive Technology? What’s your experience with it?
R17: Personally I have not had any experience; only with elderly friends who, most
of them, if they weren’t too stubborn would use this pendant alarm but the lady
we were talking about was nearly a 101 and would not have one under any
circumstances. She also removed her batteries out of her fire alarm and
against all persuasion would not put them back but she was a very, very
remarkable lady, very. And very active for her age. Very smart, very vivid and I
miss her terribly.
A: Why do you think she refused to use it all?
R17: I think because she felt she was competent and younger than she really was
A: Do you think she overestimated herself?
R17: I do.
A: How do you usually find out about new technology, any kind of technology?
R17: Through my husband.
A: So he is the technology guy in the house?
R17: Yes.
A: I guess if he is the only source then he is the most useful one when it comes to
you deciding and finding out about technology.
R17: Yes.
A: You personally, do you try to find out about technology even if you are not
thinking of buying it?
R17: To help other elder people, yes, I would do and I have done, yes.
A: But just for general kind of knowledge and your own interests do you keep on
top of it?
R17: Not as much as I should do.
A: If you decide to buy some kind of technology but you are unsure if it suites you
personally how would you go about finding out?
R17: I would ask my husband to go on the computer.
A: Nothing that you would personally do and try to research?
R17: No, I don’t think so.
A: About buying things then. How would you then go around about buying things?
How do you decide about buying things?
R17: Together.
A: How would that usually work? Maybe someone would propose something,
somebody would make a final decision, somebody will research. How much
would your son would be involved in this?
R17: Not a great deal in our life buying things but he [their son] would ask us
probably for an opinion on household things. But just two of us together if we
were buying something.

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A: What if it was something health related?
R17: We would consult each other, certainly.
A: Do you think one would have more weight in the decision making if it was to
his/her health related?
R17: Yes, I think my husband would have final say, probably.
A: Is there a difference between making a decision for more expensive products
and like bigger products rather than more trivial things? In terms of decision
making.
R17: No, I think it would be still be the same - we would discuss it together and
maybe compare our differences and come to some conclusion.
A: So even when you go to Waitrose or Sainsbury’s you usually decide the things
to buy together?
R17: Food wise, I think, I would handle say.
A: But anything else?
R17: But anything else, electrical things and so on, we talk about together.
A: A bit about your attitude about life at this point. If you compare your life
experiences when you were younger and maybe things that you expect being
ahead. How do you feel at this point in life in terms of any general experience.
R17: I think people my age are often underestimated. Certainly in personal
relationships with other people I think they are tended to not be considered,
their opinion is not considered as well as it might have been and yet whatever
age you are, up here, I still feel twenty something.
A: What about maybe health. Your attitude towards your physical state. Are you
happy with that? You think you could do more? Maybe some assistance would
be helpful?
R17: Not while we two are aligned, again, I think, in terms of each other in every way
we could. There may be a time, yes, I would need more help or both of us
would if we would be left alone. I think you got to realize, that at the age that we
are at now, that your health is possibly not going to be as good as you were
younger. Although younger people can have difficulties too. You just got to
adjust to it and do what you can and admit that there are certain things that
perhaps you can’t do anymore and that’s hard.
A: What do you think is elderly people’s experience? Any elderly people, not
yourself but people in general?
R17: About health?
A: About health and life in general. General lifestyle and how do they go about
doing things.
R17: I think most people I know are wonderful the way they cope - they ask very little
from the state or from anyone else. Perhaps too independent sometimes as
they get really old and by really old I mean well in their nineties.
A: So I think you mean they might be slightly too stubborn?

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R17: Yes, yes, I do. That’s something one has to learn now not to be and it’s very
hard if you are independent in nature.
A: Why do you think that happens?
R17: I think because you don’t want to admit you can’t do these things anymore. It’s
admission of failure and it shouldn’t be.
A: You think there’s something that could help to change that? Just the attitude.
R17: Yes, attitude of everyone around you I think would help in a way. They are
trying to keep up all the time in some respects and you know you can’t do it.
But you are lucky if you got young friends and old friends and we are very
fortunate in that way. Lovely girl who is sixteen, turned today and she’s
marvellous isn’t she? She comes and sees us and she’s great. That’s the thing
I think to keep and not just stick to your own age group but to respect other
people older than yourself and take their knowledge into your life too because
they have lived through other things you have not faced and to listen to young
people too. Not to just isolate yourself in your own group – it is very important, I
think.
A: If you think of products that are related to your health, either technological or
not, which source of information would you consider the most important when
deciding to buy something?
R17: I think, I would try through my husband and computer first and then what came
from that I would go to somebody who knew about these things, certainly
health-wise, yes, I would.
A: By ‘knew someone’ you mean an expert or somebody who has experience
using it?
R17: Both. But having worked in a hospital; eventually if it was very serious health
issue I would go to an expert. A consultant.
A: GP?
R17: Yes
A: Maybe you can share some more of your thoughts and feelings about the
products on a picture. Maybe not necessarily each of them individually but as a
group and in general about assistive products.
R17: I got reservations about the blood pressure machine.
A: In terms of?
R17: I don’t think elderly people would use it quite frankly.
A: Why not?
R17: Because I think they could frighten themselves by doing it. Where I worked
consultants sometimes would loan out one of those to people of any age group
and there were occasions where it made the patient worse because they were
constantly taking it and expected it to be different than it was. Eventually a
warning was given to patients, again of all age groups, to use it wisely, not to
rely on it entirely, it’s only there as an assistant to what they should be looking
for. I don’t think a lot of elderly people would have one of those. More likely my
son’s generation going into sports and so on, they would do it I believe. This

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 [pointing at pendant alarm picture], I think, is very good. Provided people wear
it. They go to bed at night and I know for fact some of my elderly friends take it
off, hang it somewhere then they have a fall on the floor and they can’t get to it.
I’m told now there are some you can wear on your wrist? I think that’s probably
better. I think that fear was that people would turn over and lie on one of those
and the thing would go off which I don’t suppose it would. Also, you’ve got to
have, I believe, on some of them two people who will reply to your call.
A: Yes, it can be programmed. So basically it depends on this thing. How you set
that one up.
R17: I think that’s excellent. If you can persuade the elderly person to have this. This
I think is something for the future, certainly. The older you get, I think that’s a
great idea.
A: Do you ever see yourself using some of these products?
R17: Yes, certainly if I was on my own and I lived alone, yes. Yes, I would. As I get
old I don’t feel ready for it yet but I would when I get older, yes.
A: I know it is a very hypothetical question, but how do you decide when you are
ready? This is really hard one, right? Especially if it comes to your friend who
resisted using them. How do you know and what is it that will make you feel
that maybe it’s time, that’s alright.
R17: I think if I didn’t have a husband or somebody living with me. For the sake of
my son who lives an hour and quarter away I would be happy to have
something like that if it made him feel happier because if he wasn’t living in
Bath and even so if he wasn’t living in the same house then I think that is
excellent as you are getting older. Definitely.
A: So it is more for the kids’ sake rather than your own?
R17: Yes, it is more for my son’s pity or whoever will be looking after me, yes.
A: To turn the question around a bit you were talking about the lady who were
resisting using them. How do you think she could have been persuaded to use
them?
R17: Never. She was a lady who once said to me: “I wish I had been born in the era
of the self-rejects and she said to me: “You would be good too” and I said:
“Well, we can still chain ourselves to the Guildhall or anything if you like now if
you got something to complain about” but she was a wonderful lady. She
worked in a hospital till she was 99 on a voluntary capacity. She started the
very first family planning clinic here in Bath in about 1955 and she was always
ahead of her time but she could be very stubborn. But I admire her
tremendously.
A: Would you separate the assistive technology from any other technology? If we
go back to that lady was she resistant to use any kind of technology or was it
just about this kind of technology?
R17: Just that kind. Anything else she would try.
A: Do you think there is some stigma attached to these kinds of products?
Compared to other technology. Your husband was talking about progress

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 would you think there is a different kind of progress in terms of technology such
as a phone or a TV or technology such as a pendant alarm?
R17: I think all of this is very important, all technology is important except for
computers, which I refuse to use [laughs].
A: Oh, they are complicated. It’s a fact. Do you think there would be a way to
make these products desirable for people?
R17: I think more should be known about them, certainly, yes. I think that GP should
make these more known or district nurse who visits some of the elderly people.
I think they could help them all by saying: “You are not saying that you can’t do
these things anymore. You are just being assisted not to get into trouble more
than anything.”
A: What would you think would be the best source for people to find about these
things? The easiest one apart from GP which you mentioned.
R17: Probably talking to their friends who already got...
A: So word of mouth?
R17: Yes, word of mouth, yes. I don’t think the average elderly person would read
about it too much and then pretended that it didn’t matter to them but if
somebody else that they knew had something like this and was being helpful,
that might swing them.
A: Seeing something like this in somebody’s house would help.
R17: Yes
A: What do you think other people think of people who use assisted living product.
Somebody comes to your house and sees you using one of these or you come
to somebody’s house and you see them using [assisted living products.. What
do you think is people’s general perception about people who use these
things?
R17: General perception, I could not honestly say but my point of view, if you were in
a nineties say, that age group. Because I know a lot of people who are in that
age group are quite young in their attitude. But I think yes, I would back them
up all the way if they had something like this. I think they would be very
sensible.
A: What if let’s say slightly younger age group in their 70s.
R17: If they were alone and their memory was not as good or their movement was
not as good, yes, I would say definitely then.
A: You already started mentioning some things that they might be not necessarily
in their best condition but if you see something like this in somebody’s house
are you immediately starting to think: “Well there might be something wrong
with them or it’s just there...”
R17: No, I think they probably are very sensible in using technology as it comes.
A: Being part of progress?
R17: Yes.
A: Who do you think would use these kind of products?

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R17: Older people who have been told exactly what they [these products] can do. I
think this is where there is a mistake now that a lot of people don’t know that
half these things exist. I think that’s a pity. Because people want to stay in their
own, they want to be independent, they don’t want to go into old peoples home.
The attitude in this country now, by government too, is that you should be
careful in your own home. I think then if you are alone you take advantage of
everything that there is.
A: How do you think we can let them know that apart from GP, because we have
generally recognized that that the information or lack of information is actually a
big problem.
R17: Well, again, I think, probably by word of mouth. I don’t think, the sort of thing
somebody like Merry for example who was 98 would pick up and read about.
But she may have heard about it through somebody else if she goes to a club
or a church or something like that and somebody said: “I got wonderful piece of
equipment”. She might think about it.
A: Do people talk about these things?
R17: Yes, I think they do.
A: Is it usually very positive thing to talk about or people usually are very
concerned or shy about it.
R17: That depends on the person. If you are happy with something and you know it’s
going to help somebody else who is in the same situation then personally I
would say about it and I think a number of people would.
A: That is excellent. Thank you very much. Let’s play another game now. I will
start a sentence and you please finish it for me. I like reading because...
R17: I can lose myself in the book
A: Retired people usually are...
R17: Fed up with not being respected in some ways.
A: Do you think assistive technology would help with that?
R17: I really don’t know. I don’t know about that. I think attitude should be better.
A: I live in Bath because...
R17: I love it now. I hated it when I first came here. It was very, very stodgy. I had to
wear a hat when I was going shopping. I was 21 and I was not allowed to work.
But university changed everything for the better.
A: Being independent means...
R17: Everything.
A: Technology is made for...
R17: Helping people.
A: British people are famous for...
R17: Cussedness and determination.
A: Assistive living products are made for...
R17: Helping in every way.

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A: Family consists of...
R17: One son.
A: Being a senior adult means...
R17: Having your leg pulled sometimes. Meaning somebody making a mickey out of
you.
________________________________________________________________________
Interview Transcript 18 – Elderly
Interviewer (A) Respondent (R18)
A: Have you ever heard of assisted living products?
R18: I think I understand what it is.
A: So tell me about that?
R18: I think the mobile phone is a kind of assisted living product.
A: And what else you know?
R18: I am trying not to say things, but thinking what comes to my mind.
A: Yea, what came to your mind when you first heard of assisted living products?
R18: Assisted living? Walking stick. I think there are things your colleague has
mentioned, like an alarm for old people to protect them.
A: Yes, actually I am going to show you some pictures. These are all assisted
living product. The pendent alarm is what you just mentioned. Have you every
seen it?
R18: Nope.
A: For example, if you wear it and you fell down on the street, and you just press
the button, the alarm will reach the emergency centre and someone is going to
help you.
R18: So these things you have hanging up in things or you have to wear it around
your neck?
A: They have different styles at the moment. You can just carry it, put it in your
bag. Some people wear it. That’s the concept of the alarm. The next picture is
the blood pressure monitor. So maybe you are more familiar with that. You can
test your blood pressure at home rather then go to your doctor’s. It’s a good
thing right?
R18: Yea, also makes you worry about all the time that you may be sick.
A: Yea, that’s true. Have you ever used that yourself?
R18: No. My wife has high blood pressure and she is a nurse. She has the monitor,
so she will measure the blood pressure for me.
A: The next picture is the kitchen minder. We mentioned it when we recruit you.
So you know the concept. So these products are the products we generally
refer to assisted living products.
R18: Yea. So you said you are helping the commercialization of these things. So
they are not on sale at the moment, aren’t they?

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A: Nope. They are not commercialized yet. There are needs but the market is not
sufficient.
R18: I see.
A: So are you ready for the game now?
R18: Yes.
A: Christmas.
R18: Happy.
A: Family.
R18: Grumpy.
A: Technology.
R18: Useful.
A: Assistive technology.
R18: Commercialisation.
A: Alright. Coffee?
R18: Um… Sometimes.
A: People who need assistance?
R18: Old.
A: Retirement
R18: Fun.
A: Yea, I can tell. British people?
R18: Over-runner.
A: Senior adult?
R18: Wise.
A: Sweets?
R18: Rubbish.
A: Cool. Let’s move on to the next session. I’m going to ask some general
questions about your self. Is there anybody younger who is taking care of you?
R18: I would say my wife. She is always there for me.
A: How about your children?
R18: No. We take care of her. We have one child.
A: So how often do you see your child?
R18: Everyday. She lives in the house.
A: Alright. Do you mind me asking her age?
R18: She is sixteen. She will go to university next year.

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A: Good! Now I am going to ask you how you find out about technologies in
general. We discussed about assisted technologies at the beginning. You
have never heard of them before we talked about them right?
R18: I have heard of blood pressure monitor only. For the kitchen minder it is a very
new thing. I just have the smoke alarm in the kitchen.
A: What source of information do you think it is important when you try to find out
more about a new technology?
R18: You need to know what use is it; how easy it is to use; how much does it cost;
whether it can help people.
A: So how you find out about these things? What source?
R18: I’ll look up on the Internet. A lot of people probably wouldn’t because they
would depend on advertising on newspapers maybe.
A: Anything else? Do you talk with your friends?
R18: I don’t have any friends.
A: Oh, really?
R18: Kidding. I think my biggest source of information is the Internet. You find about
something interesting and you discuss with friends and other people online.
A: Could you give me an example of you finding information of technology?
R18: I am not interested in assisted living technologies. But I am interested in
computers, cameras and cars, all these toys that people like to spend money
on.
A: Good. Will you try to find out about technology even if you are not planning to
buy it?
R18: I will. I’d like to keep on top of what is going on with the world. So if there is
something interesting, I would love to find out about it.
A: Cool.
R18: But I know many people don’t. They just care about what’s relevant.
A: That’s true. Next question. If you are interested in a kind of technology but not
sure if it suits you. How do you find out it is for you?
R18: Again, I’ll look up on the Internet. I would look at what people would thing of it
on the Internet.
A: You mean reviews?
R18: Reviews, yeah. I’ll try to make the decision based on this information. For
instance, this morning in our photo group, one of the people was giving a
presentation on Windows 8. He said brilliant things about it. There is my phone
here, my tablet there, and my laptop there; they can all integrate together! I
have got a computer. I don’t have smartphone at the moment and I don’t see
the need to spend money on a tablet. For those technologies that I considered I
don’t need, I am still interested in finding out them just in case I do need them.
A: So you rely on your self to make the decision or would like to hear other’s
opinion?

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R18: I would rely on my self because I know the best. The only person who knows
better than me is my wife. She knows everything.
A: Also about technology?
R18: Oh yes, she knows about everything. So she says and she is always right. This
is about marriage. Your wife is always right!
A: Haha, that’s good to know.
R18: In general, I’ll make my own decision.
A: As you mentioned your wife, do you every decision on buying something
together?
R18: We normally decision together. We don’t buy significant things independently. It
is always a joint issue. Yes.
A: So that includes technological products?
R18: Yes. For example, I have a camera now. Last week in a shop I saw another
one, which is a very good camera at a good price. I said to my wife I was
attempted to but it. “You don’t need a camera. You’ve got one.” My wife said.
So I don’t need a camera and I don’t need to think about it.
A: Then you gave up?
R18: Yes because I don’t need it. That would be an impulse buying, just something
you don’t need.
A: Ha-ha, I am really impressed that you bring this word. That’s really academic.
R18: If I really want it, I will try to persuade her. If I can’t persuade her we move on.
Lots of argument in marriage is over money.
A: Ha-ha, so true. As you pointed out the importance of price, is there any
difference in the decision making process when you guys buying cheaper
products and expensive products?
R18: No. We would prefer to more expensive products actually because it becomes
cheaper in the long run as it lasts longer. For the cheap products they are easy
to break. But I do not need a Rolls-Royce for sure. HAHA.
A: When you buy cheap products, you still make joint decision?
R18: What kind of cheap product do you mean?
A: Well, for example, an iron.
R18: Well, in this case, she will leave me to decision what would be the best one to
get. I usually look at the “consumer association which” (magazine). We are
members of the “which” and we have their magazines every month. You can
also go to their website to test things like iron or all that kind of stuff. They will
tell you what is a good deal and a good buy. I also look for what people think of
them on the website and magazine.
A: That’s good. I am now going to ask you some questions about how you find out
about your current stage of life.
R18: Yes.
A: Do you mind sharing with you how you feel at the current stage of your life?

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R18: I am very happy, comfortable and healthy.
A: Yes, you’ve told me a lot of activities you have participated in. What do you
think about elderly people?
R18: I usually think that will be “me” in ten-year time. So I think have to be nice to
them.
A: Do you think they will be less happy as you about their current stage of life?
R18: I think there is a great variation. I am fortunate. Probably like you, I went to
university, I had a good job and I have a reasonable pension. So I can live
without working. I am just 65 and I have 6000 pounds a year. I can just live on
that pension. But for other people, that is all they get. You know, you can’t have
a life if that’s the only money you get. So I do appreciate I have been lucky in
my life.
A: Do you social with these people?
R18: Unfortunate people?
A: Yes.
R18: Not so much. I am the member of the photo group and it is very middle class.
There are a lot of ex-teachers and ex-professionals. What we need to do is to
encourage poor people act. I don’t like the word of “working-class people”. I
would say ordinary people. They don’t join things like that because you are not
reaching out to them. They should do. Also there is another thing. For those
people they do not look outside they would need people to take care of them
because they know less about new things.
A: Yes, it’s all about filling different needs.
R18: Yes, for me, I spend your life, use I life, not thinking about being old, not
thinking about backaches. But maybe in 10 years time it will become normal to
think about these things. You know when you are young you don’t think about
being old.
A: Yes something just happens naturally when you are at certain age.
R18: Possibly. There is a lot of psychology thing in it.
R18: My daughter is eighteen. She is always saying I am deaf. When you get old you
do lose your hearings. It doesn’t worry me, until people say you are deaf and it
worries me. Then you have to tell yourself you are ok. You have to live with
what you got.
A: If other people saying the same thing, how does it make you feel?
R18: It annoys me because it was only my daughter says it. She is a teenager you
know what they are like.
A: Alright. You guys are very close. Now I am going to ask you questions
regarding buying products relevant to health. So when you decide to buy a
product that relate to your health, what source of information you think is
important?
R18: I am having trouble to think about what I would buy that related to my health.
We have an exercise bicycle. You call that a health-related product?

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A: Well. Can do.
R18: Well we wouldn’t have bought that except one of my relations said it is good.
And there is another one in my relations that had one they never used. So they
gave it to us. I would not gone and spend two or three hundred pounds on
something like that because I don’t think I need it.
A: Do you use it now?
R18: I use it probably use it twice a week. We only had it for a month. So I am just
trying to get used to it. But I walk a lot.
A: Are you happy with it?
R18: Yes! We live near to the hospital and I had a meeting this morning at the fire
station. I walked for about fifty minute. If whenever I am going to town I’ll try to
walk. So I don’t need an exercise bicycle if I can walk into town. But when it’s
really cold and wet, you don’t want to walk. You may go to your bedroom for
the exercise bike. Because on an exercise bike you can listen to the radio; you
can listen to music or possibly the book while you doing it. So for a daily
exercise, it is probably good. But at the moment it is not essential. For other
health products, I don’t know what I want to buy.
A: Other products…umm…maybe…
R18: Medicine?
A: Yea. What source of information you are using for buying these?
R18: My wife is a nurse so she knows whether there are medicines available.
A: So you don’t really go to hospital?
R18: Yea I can go to the doctor’s. The doctor will recommend. If you have an illness
then the doctor will tell you what you need. As I said I had a backache two
weeks ago. So I had a two-day worth of xxx (product name unclear). So that
sorted it out. So that’s it. I know that works. I have asthma; I’ve always had
asthma since I was a child. So I had xxx (product name unclear), which I use
once a day. The doctor gave it me, so that’ s a long term.
A: So are you saying the doctor’s perception will influence you a lot? If they
recommend certain products to you, you are happy to take it?
R18: Well, the older you get, the more you realize these people don’t know what they
are talking about. A lot of journalists, medics, lawyers, they don’t know a lot
more than you do. So you have to give the advice a second thought.
A: Well, let’s assume the doctor recommended you a product, how likely you are
going to buy it?
R18: It will depend on the circumstances. Because normally it will get done on a
prescription and you don’t have to buy it. So you take what the doctor advices.
If the doctor recommended me to buy something that costs 50 pounds for cold,
I wouldn’t take this advice.
A: How about the products we talked about earlier? i.e. assisted living products.
R18: I would then say, the manufacturer of the product is not independent. Maybe
they paid the doctor to promote them. I would think about it but I wouldn’t take it
as an advice.

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A: I see. So you only trust yourself when making the decision.
R18: Yes. I don’t trust things like that. When you get older, you don’t trust people.
A: Ok. By looking at the products on the picture I showed you, who do you think
would need them?
R18: It’s a difficult question. I mean the blood pressure monitors obviously are for
those people who have blood pressure problems. They are buying this because
they want to monitor their blood pressure everyday, which is easier to do it
yourself rather than go to the GP. For the pendant alarm, I wouldn’t
recommend anybody to buy that just because they thought they might have a
problem. Then they will convince them they have got a problem. In fact you go
and buy it means you think you have a problem, but quite often you don’t. So I
would only buy something like the bloody pressure monitor. If my doctor tells
me I have a blood pressure problem, I might consider it.
A: Good, how about the kitchen minder?
R18: That is useful for old people who are living on their own. I don’t think those
people who are living on their own will buy it, their children may buy it for them
because they can see there is an aid for them staying on their own and live
independently. So we know if you have got the confidence that if anything
happen to them they can raise the alarm, then that would be a selling point.
Especially for the younger generation like people in their 50th or 60th, their
parents who are around 80th might need it because they still want to live
independently.
A: Ok. I see your point.
R18: So I would market it to the people who are around fifty with older parents.
A: As you mentioned many times about the “need”, do you buy things only after
you realize that you need it, referring to the assisted living products.
R18: That’s what I would do. I don’t know what other people would do. In my society,
if your doctor tells you that you might have a problem, then you think what you
need to manage the problem. But you don’t buy something to manage the
problem until you know you got a problem. So I wouldn’t buy a blood pressure
monitor if I didn’t think I had a problem with my blood pressure.
A: So there is no “in case” in your dictionary.
R18: No. I don’t like insurance either. I’d rather carrying the risk compare to paying to
reduce the risk.
A: Ok. Next question. Does your daughter buy any presents for you?
R18: Presents. She won’t buy any one of these. (pointing the assisted living products
pictures). Yes, she does. But I am lucky there are not many things that I really
need. There are things that I want but I don’t need. If my daughter is buying
things for me, I would worry if she is wasting her money. So I don’t really want
the things that I don’t need.
A: Is it because she is not working yet?
R18: Yes, but even if she does actually. My sister asked me what I want for
Christmas. I said I want an electronic toothbrush. You can get it for 20 pounds.
In any circumstances, don’t buy gift more than 20 pounds because it will be a

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 waste of money. I know it is not my money but it is a waste of money to buy
things that are expensive but you don’t really need. So I do value the need a
lot.
A: So let’s say when your child has grown up and she considers these products
for you. How does it make you feel? Just try to imagine you are in that situation.
R18: Well, I can’t answer that because I can’t put myself in that position. It is really
difficult, you know.
A: Do you have the concern that you might need them?
R18: Well, if that happens, I would probably accept it gracefully as a part of being old
and needing assistance. But at the moment I can’t imagine it. Let you probably
can’t imagine growing as old as me. But it happens, isn’t it. Maybe in 15 years
time, I’ll need these things but I can’t really visualize it as the moment. Actually
you probably don’t want to imagine at all.
A: Good. Let’s play the “finish the sentence” game now.
R18: Yes.
A: I like reading because…
R18: I like reading because I have a lot of reading to catch up.
A: Retired people usually are…
R18: Old. Ha-ha, kidding. You can’t really generalise. Maybe I would say, “not
working.”
A: I live in Bath because…
R18: I like it.
A: Being independent means…
R18: I am in control.
A: Technology is made for?
R18: Everybody.
A: British people are famous for?
R18: Snooty and inventive.
A: Assisted living products are made for?
R18: People who need assistance.
A: Family consists of?
R18: Moms, dads and children.
A: Being a senior adult means…
R18: Looking after the young people. I think I am capable for looking after people.
A: Nice. Thank you for all your great answers! Here is the end of the interview.
R18: I’m glad to talk to you too.
_______________________________________________________________________

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Interview Transcript 19 – Elderly
Interviewer (A) Respondent (R19)
A: Present?
R19: Family
A: Actually, next question is family.
R19: Together
A: Technology?
R19: Technical?
A: Assisted technology
R19: Good idea
A: Tea?
R19: Thirst
A: People who need assistance?
R19: Patients
A: Retirement?
R19: Difficult.
A: British people
R19: Diverse
A: Senior adults
R19: Interesting
A: Sweets
R19: Sugar burst
A: Is there anyone looks after you? Who cares for you?
R19: I have a good friend and he lives with me. In my house, but we sort of look after
each other. My children are grown up and they live away so it is just two of us,
but that works very well.
A: Have you heard of assisted technology?
R19: No.
A: Is it a big word?
R19: No, I am interested.
A: Do you ever find out new technology? Are you interested in technology?
R19: Yes, I take myself to new computer and I am starting using it and I sort of done
it by myself.
A: So if you find new technology, how would you find out more information?
R19: Probably over the Internet.
A: Do you think this is the most useful source?

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R19: Yes
A: Let’s say you don’t want to buy something, you are not planning to buy
something but would you like to know more about the technology? More about
other products
R19: Yes. Depending on what it is.
A: What is the most interesting technology for you these days?
R19: I suppose any technology, which enables you to live fuller, more interesting life.
Not just me but other people as well.
A: Like computer made everyone’s life easier?
R19: That’s right. That’s what I am saying. Mobile phones
A: Let’s assume you may want this but you are unsure whether this is for you or
not, where would you look for? About this new technologies?
R19: Internet
A: On the Internet actually there is various places to go to. Would you go for
experts or like reviews from the people who have experience in using those
products?
R19: I tend to go for experts. I don’t tend to go blogs and Wikipedia stuff. I tend to go
to proper sites.
A: Would you say technology editor who analyse new technology?
R19: Yes.
A: When you want to buy something, purchasing something, do you decide with
someone else?
R19: Sometime, it depends what it is. No. not normally. But if it is something, which I
feel, plus my children does stand what I want than I discuss with them, or with
my partner.
A: Does it make any difference from the price of the product that you want to buy?
R19: Absolutely. Because I am just living on state pensions, so I am not buying any
expensive things.
A: So if its more expensive you will discuss further with other people or
R19: I wouldn’t buy it.
A: You wouldn’t just buy it.
A: Is you kid quite helpful?
R19: Yes, if I ask them they are very busy with their professions, but if I ask them
they are really helpful. And trouble shoots, computer problems. They are the
first step to go.
A: Can you describe to me the normal process, once you decide to buy something
and when your family involves?
R19: They are not usually involved. Actually with my new laptop, I needed one as my
old one is broken about 3 or 4 years ago and I couldn’t afford another one. For

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 my birthday, all my kids got together and they actually bought me one. And it
came along to set up some I mean they were really helpful.
A: Did they ask you which one you want?
R19: Yes, they asked what I needed, like programs. Basic writing and something like
that.
A: Can you share how you feel at your stage of life?
R19: How do I feel being my age?
A: Yes,
R19: Yes. I have a serious incurable illness. Which is a lupus. And … I come to
tense with it. I was diagnosed about 18 months ago. I guess it’s unpredictable
so I … tissues and muscles so I have quite a lot of medication all the time. It
was shock to be diagnosed. But not it is time to face with it. I actually feel good
and positive about life and I feel quite good about the way I am coping with it. It
is very unpredictable illness and I don’t know if I had few years, I am not quite
sure what face I will be in. But if you ask me how I feel about being in my age,
actually I feel good about it... I feel good. I feel okay.
A: How do you feel about elderlies?
R19: I know elderlies and old people who are really interesting who have very
interesting full life. My feeling in my society, very often people don’t seem them
as interesting as I do and dismiss old people because they are old and I think
this is a terrible loss. I think it is difficult to getting older. My spine is getting
while waiting for bus but this is part of getting older. There are advantages and
disadvantages. Whatever stage I’m in, I really being enjoyed in that age and
there is also huge advantage which I have time now. Which I never had. I write.
I do enjoy my writing. I got shortlist for literature reward few months ago, which
is good for me. It gave me some sort of acknowledgment. When I was younger
I had very little time with my writing and also I have time for grandchildren.
A: May I ask bit of health related question? When you decided to buy something
that is related to health, which source do you rely on the most?
R19: Well I just recently got these glasses because my eyes are infected by the
lupus and the hydria… and it makes me very light sensitive so my retina is
getting damaged so I need the glasses that changes when I go to the sunlight. I
looked on the Internet for different websites and I got them from Specsavers
but I looked through different sites first.
A: Different sites for experts as well?
R19: Well an expert already examined my eyes so it was just looking for the frames.
In bath I went to a lot of opticians
A: Did it take you a lot of time?
R19: Yes, quite a lot.
A: What about other health product?
R19: At the moment I don’t need anything like this. I am left handed and like
scissors, left handed are really hard to find and I would pay for those if I can
find them because it is quite painful to use right handed scissors. I’ve got a very

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 old left handed potato peeler. But none of the family can use it. This is from
specialist shop in bath which sold lots of left handed products. But it is closed
now I think. But if anybody decide to make the product which could be used for
both right and left handed, that would be really helpful.
A: So Internet is the most useful source. But which one is the most reliable source
do you think?
R19: I suppose if I am buying something, I tend to go for brand names. If I got
something from let’s say John Lewis, I am pretty sure it is a good quality. So it
could be both. It is looking on the internet but also going for quality or well-
known brand that I recognise.
A: So recognition is quite important?
R19: Yes
A: And what other people think about them
R19: Yes.
A: Seen these kind of products, who do you think this kind of products will be used
by?
R19: I think that one (kitchen minder), my mother was registered blind, when she
was still in her own house she could have that with her. Does that have an
auditory?
A: It has an alarm
R19: That would be useful. The pendant alarm, to be honest, for my illness, I get
flares. I am just sort of minor one at the moment but if I am in a major flare like
last year I was very ill for nearly whole year. If I am on my own or if Andrew is
away for if my family all went out couple of times my sister just clashed and
has to run off to hospital. One of those probably will be very useful to help if I
am on my own for overnight or anything. My old parents have those as well. So
really anybody who’s living on their own who is likely to fall or in danger of
having striker heart attack or like that it will be valuable.
A: For one’s independent
R19: Yes. Which enables you to live at home instead of going into a home (care
home).
It (Blood pressure monitor) is quite useful for me cause mine gets up and down
or anybody who’s got blood pressure problem.
A: How did your parents find out that? Did they find it useful?
R19: Well my mother, when she was younger, she used to be a friend of a visitor of
Abbey field. Quite number of abbey field residents used to have them in their
own homes. And then, when my father had a massive stroke and he was
carrying on and my mother was blind at that time so I had to get them both into
nursing home. My mother used to fall and quite number of people in nursing
home had worn those as well. But generally it is people; I mean she had friends
who used to wear those living on their own.
A: So they knew who were using it and they also knew it can help them.

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R19: Yes. I am not sure who told her, either doctor of social service would have told
about it but most of my friends had elderly parents at home and they have all
heard of those.
A: Old days it didn’t look as good as now did it?
R19: Yes they were more basic
A: What do you other people is thinking when someone uses those kinds of
products?
R19: It probably make other people like family, friends and neighbours feel more
secure about living the person alone, if one got one of these. I think the
disadvantage is people being educated to wear them all around the time
because I have heard of people who had one, their children encouraged to get
one but they said I don’t need them I am just popping upstairs to go to loo or
something and they fallen and they haven’t wearing it. So it is really important I
suppose with them to encourage people to say it is really important to wear.
And I also think in the old days they looked alright but if it is better designed
people will more like to wear them.
A: What do you think other people will think if someone is wearing this alarm or
walking stick?
R19: It will make people more aware that they might need assistance. I remember I
was walking on the street and behind there was young woman and a little girl,
and young woman had a fit, the major fit. I went to up to and I realize what was
happening, and the little girl, she was only about 5 or 6. The little girl was used
to it. She said mommy is having a fit so I sort of knew what was happening and
phoned for an ambulance and put her head on. I think if she had one that would
done much good on her.
A: I like reading because
R19: It takes me to another place
A: Retired people usually are
R19: Tired
A: I live in bath
R19: Because I love it
A: Being independent means
R19: Everything to me
A: Technology is made for
R19: The consumer / in another word it is not for person who makes it but who uses
it.
A: British people are famous for
R19: Being drunken.
A: Assistive living products are made for
R19: People who want to be independent.
A: Family consist of

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R19: Three grown up children and their partners.
A: Being a senior adult means
R19: Freedom
________________________________________________________________________
Interview Transcript 20 – Elderly
Interviewer (A) Respondent (R20)
A: Shall we begin with the association game?
R20: uhuh.
A: So firstly, Christmas.
R20: Yes, peace.
A: Family.
R20: Have Christmas.
A: Technology.
R20: Wonderful.
A: Assistive technology.
R20: If necessary.
A: Coffee
R20: It’s my favourite drink.
A: People who need assistance.
R20: Yes, Dependent people, we should help them.
A: Retirement.
R20: Yes, very enjoyable.
A: British people.
R20: They have some faults.
A: Senior adults.
R20: They need patience.
A: Sweets.
R20: I got diabetes last year, so I had no more sweets.
A: Is there anybody younger who takes care of you?
R20: My wife.
A: How about your children?
R20: One is in South Africa, one is busy in Bath with his own family. I do not need
taking care of. I’m only 76.
A: Yeah, you are obviously living with your wife and you look so independent.
R20: Yeah, thank goodness.

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A: Do you see you son, is that son living in Bath, often?
R20: No, I’d say not often.
A: Do they live far away?
R20: No, just here aside of Bath. 5 miles.
A: Obviously you and your wife live together, right?
R20: Yes.
A: Have you heard of any of these before, assistive technology?
R20: Are these what you called assistive technology? Okay, em, I have, yes.
A: Have you seen any other people using it? Or yourself?
R20: No, I do not know anybody that uses it.
A: But you mentioned you have this right?
R20: I do have, I do have a blood pressure monitor.
A: Who recommended to you? Or why did you just buy it?
R20: Because a few years ago, the doctor said I was getting high blood pressure, so
he described some tablets which I taking, and just out of interest, a monitor is
good. Once a month or something.
A: Did they recommend the machine to you?
R20: No, I don’t think so.
A: So how did you find out this?
R20: Just kind of general knowledge I suppose. I went to Boots and found it and
bought it.
A: I will ask something involves technology in general now, not assistive
technology specifically.
R20: Yes. Ok.
A: Are you particularly interested in new technology?
R20: Very, I’d say.
A: How do you usually find out it?
R20: Well I like the programme on television, that deal with, you know, new
technology.
A: Is it called “Click”? ‘cause I heard of something called “Click”.
R20: Right, I think that might be a new programme. I haven’t seen it yet. And I read
about it. I always have an interest in manufacturing processes things. I have a
brother-in-law who worked in an aircraft factory. And on Sunday morning, he
takes me and shows me the latest developed machines. I think I should be an
engineer. And I have a computer.
A: So you will search some information on that?
R20: Yeah, I mean developments. I have a nephew who got the latest Android
phone from whom, can’t remember. I know I’m interested in what they can do.

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 I’m fascinated, my son-in-law, who is interested in astronomy, has a gadget on
his phone, he just holds up and identifies all the stars. Have you don’t seen it?
You have any bit of sky, you just point it, and it got plan of stars on it.
A: Oh interesting!
R20: Well I am trying to get a good phone. My phone is rubbish. It’s like five or ten
years old. For Christmas, I may get a new one.
A: Nice, so you mentioned some source of information that you get to know about
new technology, what do you think is the most important, the most useful one?
R20: Source of technology? Source of information. Yes. Oh I suppose the television.
The news, and the radio. We are great radio fans. You know, we have the radio
at 6 am every morning.
A: How about if you are not planning to buy something, would you still be
interested to find out more?
R20: Yes, and I would research on the net. Like smart phones I suppose, the latest
iPhone. You know, I want something cheaper. So I do that on the net. If I’m not
planning to buy it, then it just walks, comes and passed me. I said it’s just a
television programmes. I prefer factual television programmes rather than
dramas. We don’t watch soaps, or those awful reality programmes. No. we
can’t stand those. So you tend to watch, you know, factual.
A: So you mean if you are not interested, you won’t search for information of new
technology?
R20: No. because, (C: you are not interested?) well, you have to be sufficiently
aware of what is happening in general, you know, but I wouldn’t.
A: How about, if you are planning to buy something, like a new phone, how would
you find out if it’s suitable for you?
R20: Well I go on the net, and read that. And also take the “Which” magazine, so we
see that which is a good buy. And in doing that, you read what different phones
provide, so you know what is important to you, what isn’t.
A: Would you ask someone for some opinion?
R20: Um, well I would, yes. But I always like to also read it and see it myself. I see it
visually and buy it.
A: How about, if you want to buy something related to your health, like the blood
pressure monitor, would you consult someone? How would you find out the
information?
R20: Well I suppose obviously you ask your doctors, they have their
recommendation. I did that recently. So that was the first thing I did, that in fact,
when you get this type 2 diabetes, they signed a nurse to you, called diabetes
nurse. So I asked her straight away that I should get a gadget that would check
my blood sugar regularly. She said no, because I’m not that bad, and they are
very expensive. And when you do get, when it does becomes serious, the
National Health Service gives you one. So…
A: There is no point to get another one by yourself?

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R20: No, No. She said it was expensive and not advantages. So that, I got very
directive advice from her.
A: So that’s an advice from an expert.
R20: Yes. From an expert.
A: Do you think that’s the most reliable one?
R20: I do, yes.
A: Cool. Do you ever decide with you wife, whether or not buying things?
R20: Always.
A: What’s the procedure like? Who usually find out? Who propose and who will be
the decider?
R20: Well I think the idea comes from mine more or less. I think I’m the one who got
a key to go researching it. And then go back to my wife, discuss it. ‘cuase I
suppose I would rather have expensive things and she would rather have
cheap ones. So it just, it changes.
A: Who will usually be the one to make the decision? Or that’s a joint decision?
R20: Well, if we agreed, it’s a joint decision. Sometimes she went to a strong
decision that I did and I went to a decision that she did. We’re a good team.
A: Yeah I think so. Is it gonna be different for a smaller, cheaper product or a
bigger one like a TV?
R20: I think, I mean I get more interest in the advantages of a bigger TV. We bought
just last year. When we bought, my wife just said, well we don’t use it. And you
know sometimes you hang out for your one because you really want it.
Sometimes you don’t. Depends on how important it is to you.
A: So the price doesn’t matter?
R20: Within limits, you know. But generally I bought something dear and my wife
just…. But generally I’m always the earner and my wife is the spender. When I
have to take a big decision on something expensive, it worries me. And I’d say,
leverage. And I think, do I really need a new suit? Let’s do a bit loan. I hope it
does make any sense.
A: Yeah it is! ‘cause we are trying to find the family decision process. So that’s
very helpful.
R20: Right.
A: Next, I’m gonna move on to something about yourself. Would you mind share
the feelings at this stage of your life?
R20: I have never get happier.
A: Interesting, may I ask, why?
R20: Because I have, the only worry is, I have all my two children, and they’re both
okay. But, you know, you’re always a little worried about them, without anything
specific. But I have a house without mortgage. I have, and I think, you know,
this is enough good, we did nearly everything we want. We have modest
desires. I got a healthy wife, I got a house without mortgage, I used to have a

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 boat. I sold that early in this year. All the sun shine, all the snow falls,
everything is fine. And I have good health.
A: Yes, that’s the most important one.
R20: Yeah, it is very important.
A: What do you think of the other elderly people?
R20: Other elderly people? I’d rather accompany young people than old people. Too
many of old people are old before their time. You know? Or they are sickly,
they’re gone stupid of their diet or exercise or something. I mean I say I’m only
76. Imagine only going across 76. And you’re going to say, I’m only 18, aren’t
you? You know you thought… My father died of a heart attack at 56, and he
was a bit overweight, he smocked, you kind of feel a lot of your life, you think
that’s the end, you are going to end your life. Really, the younger you are now,
that you got 20 years more, 30 years more, 40 years more. So you got to pace
yourself. You said something about retirement. Well I think we should both
retired aged 70 or 75.
A: Yes some other people said that as well.
R20: Because we are that fit. And you know, our mind’s still ok. And they can’t
expect, you know, we are currently cost the young. Current taxations pay
current pensions. And you know, old people have to get smarter. We should, I
hate on the television they say we are in the aging population, we are not, we
are a fitter population. You know, forget the aging, makes us clever, five years
old, that’s got an age.
A: That’s interesting to know. Some other interviewees mentioned that as well.
R20: Have they? Good, I’m glad I’m not alone. I thought I was unique.
A: They are independent, perfectly healthy and they are still employable.
R20: And just saw a country report last week or two, they keep saying, we have an
aging population. We don’t, we have a fitter population. Longer.
A: By looking at these pictures, who do you think, will use these products?
R20: Somebody got really hard condition, or I don’t know, it’s forgettable, unsteady
and might fall. They might get confused. But if they get confused, they might
not remember to ring. And this (pendant alarm) one, I guess that people who’ve
been serious ill but who are consider to treat back home, you know, rather than
staying in continuous care. I would think that would be a thing to them. So I
would think it would be cheaper. To say, we install one of these, that the person
goes back home and keep them in hospital. Run at home themselves. It could
save the society. It could enable people stay independent for longer. And this
(blood pressure monitor) is just… I mean you should take interested in your
health, but I cheat with me because we swim two or three times a week, just
across the field from the point. My wife swims one kilometre, she is better
than I am. When I occasionally take my blood pressure, I often do it after
swimming. Because exercise opens your vessel so the pressure loose. So it
looks very good. And you see it as an instant thing but it could take 12 or more
hours for your vessel to contract again. So by swimming two or three times a
week, you give yourself 24 or 36 hours that you make it easy for your heart.

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A: That’s a very healthy life style.
R20: Half a week and your heart is just taking over instead of working hard.
A: If you see someone wearing one of these, like the pendant alarm, on the street,
what make you think of them?
R20: Well, you’re going to obviously think they have a serious health problem. And
it’s awful temptation you probably have seen it. You think, well I’m glad I’m
healthy. Generally I thought people wear this around in their houses. Can they
take it out? They could?
A: Yes they could, those things are still developing. They are trying to connect this
to mobile phones. So they can carry it out. And not only that people wear it on the
neck, it can be on the wrist, so it’s…
R20: Less obvious, right.
A: If you see them wearing, that will make you think they are sick or dependent,
right?
R20: Yes.
A: Would you see yourself using any of these?
R20: Only as the last resort. I hope I was sensible enough to realise when the time
came, and wear it. I mean it is sensible. But I always like to think myself
healthy. Thinking it, it enables to be that way. So by the time I need to admit to
need one of these, I would think I was going down fast. I think your mind is
very important to your percept want be.
A: What features of these make you not willing to use it?
R20: You admitting to oneself that the need is necessary. But I think it takes a
sensible person to make that decision. So I hope I would, when the time came.
For example, you may have noticed my hearing isn’t terribly good. I refuse to
use the hearing aid yet.
A: I think you hearing is fine. Seriously, ‘cause my grandfather is 77, and I need to
really volume up to speak to him. So I think you are perfectly fine.
R20: I have to concentrate to hear you then.
A: How about, if your children buy this kind of things to you? What make you feel?
R20: If they bought one for me?
A: Yes, as a present.
R20: It depends on my opinion on myself at that time, isn’t it? But I mean if I had
been seriously in hospital and continuing worrying and they say, “dad, you
really ought to get one of these, we are going to got one for you.” I would
probably be at the point that I would need it. But I think society; they are trying
to keep people at home as long as they can. I had an old relative who live till 98
and she was in her own home all time. I think she might have one of these but
I’m not sure. But twice, a considerable sum of money was spent adapting her
house, and at the time, my gosh, you know, society is paying her bathroom
turned into a wet room, so she don’t have to get into a bath. I know that she
lives ok at home. It really saved the society a lot of money at the end, by
keeping her in her own home.

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A: And it helps herself to live more independently.
R20: It has, it has. Yeah.
A: Personally, I think I may need one of these. It’s not only targeting the elderly
people, the kitchen minder. Maybe students, ‘cause we usually forget
something in the oven. So maybe it’s suitable for student accommodation.
R20: Well you got a smock alarm in your accommodation.
A: Yes, but that thing just ring. This will automatically shut down everything.
R20: Well, it could be a safety thing in every house.
A: We come to another game now. Could you please finish the sentence for me? I
like reading because…
R20: It broaden my minds and maybe you would have experience you wouldn’t
normally have.
A: Retired people usually are…
R20: A lot of trouble.
A: Also enjoyable?
R20: Well, for me, yeah.
A: I live in Bath because…
R20: My work brought me here, I have to stay and now I have retired. I only came
from Bristol, so it not far away.
A: Being independent means…
R20: It means happiness, life, satisfaction, I could not bear to be dependent.
A: Technology is made for…
R20: The service of people,
A: British people are famous for…
R20: Control their emotions.
A: Assisted living products are made for…
R20: To help people who need them.
A: Family consists of…
R20: It is the corner stone of the society. And I don’t believe in homosexual marrying.
They can have partnerships. I value what I have with my wife, our marriage,
and our family, the older we get, more fun of each other we get. You know
these days, it’s nice to have very good companion. It is important.
A: Being a senior adult means…
R20: Setting an example, keeping standards, because you have a lot of experience,
life and everything. I think you shouldn’t get old until you get wise.
A: I should write it down. Old people get more respect as well.
R20: Well they should deserve it.
________________________________________________________________________

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Interview Transcript 21 – Middle Age
Interviewer (A) Respondent (R21)
A: Shall we start with the association game?
R21: Yes.
A: Family?
R21: Children.
A: Parents.
R21: Mother.
A: Assistive technology.
R21: Complicated.
A: Coffee?
R21: My favourite drink.
A: People who need assistance.
R21: Not more than general public thinks.
A: Gift?
R21: Christmas.
A: Retirement.
R21: Pleasure.
A: British people.
R21: Retiring. They are not very outgoing.
A: Senior adult.
R21: Pension.
A: Sweets.
R21: Sugar.
A: Good. Are there any elderly people you are taking care of?
R21: Yes. My mother.
A: So how often you see her?
R21: Once a week.
A: Do you live far away from each other?
R21: About 30 miles.
A: Do you have any kids?
R21: Yes. Two.
A: Ok. When you and your mother are going to buy something, do you make the
decision together?
R21: No. My mother never buys anything.

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A: No?
R21: No. She hasn’t bought anything for five years. We have handled her the
money.
A: So you just bought everything for her. Does it include groceries and
everything?
R21: Clothes, food, everything, sometimes I have to insist that she needs things.
A: So if she ever needs something…does she just tell you?
R21: She forgets. I have to say I don’t know weather this is leading. My mother has
no memory at all. Her short-term memory is completely gone. So if you want
me to think of her in ten years ago, I can, if this is more help.
A: No, that’s fine. Just her current condition is fine.
R21: Yea, I just want to let you know.
A: How do you find out if she needs anything?
R21: With difficulty. I hope that the staff at the village where she lives will tell me. But
quite often they don’t. They are not very outgoing. You have to ask them what
she needs.
A: How often do you buy things for her?
R21: I bought her a pair of boots this week. I bought her a coat a couple of weeks
ago, but apart from that, very little. My bother buys her food. But she eats in the
restaurant at lunchtime. And she goes to her friend’s and he makes dinner.
A: So how about electrical or technological things? Do you every buy this kinds of
stuff for your mother?
R21: She can’t use them. She can’t use this alarm. I bought her a radio. But she
can’t use it because even if I set up the program, it always doesn’t work as she
pressed the wrong button and it’s gone off that program.
A: Yea, we are doing the project for BIME and they have a one-button radio that
simplified the…
R21: That would be fantastic.
A: That’s one of the assisted technologies as well.
R21: Yea, exactly. Because I got her a robots radio thinking that’s old-fashion, she
will remember how to work it. But she can’t. Yes, a one-button radio, nice.
A: Yes, only one big red button on the top.
R21: That would be brilliant.
A: That’s useful right?
R21: Oh gosh, yes. I went into the shop when I bought it and asked what is the
simplest thing you have got. I did the same with the mobile phone but that’s no
good. You know, you need a mobile with simple buttons, want to phone me,
want to phone my brother, want to phone…Even if she has the problem she
can still pick up the phone to call the reception. You know, she wouldn’t
remember whether to dial zero or nine.
A: Yes. You heard of the date clock? Just demonstrate day and night.

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R21: Yes. My brother has got an electronic one.
A: How about these things? (referring to the pendant alarm).
R21: She has one. But, you know, you find a way to keep it. If you can insert it
under the skin and stay there forever it would be good. But she will tie it under
her trolley. She will come to see me and bring it with her thinking it is going to
do something good. But it’s not because it is away from the system. So she
doesn’t really understand it. Because she has cares, they will make sure she
will turn it on in the morning.
A: If you can find something very simple to use like a one button radio, could you
like to buy it for her?
R21: Yea. Or one of these, she can’t really remove it. Because even in my example,
if you got someone carrying it for her in the morning and afternoon, they can
put it on, can’t they? They can’t take it off and put it on the bedside table in the
evening. It’s she can’t get it off, or it looks like a bracelet or something. Well,
anyway.
A: That’s a good thing.
R21: We are talking about something about someone with…well she has been
diagnosed that she has short-term memory, and there are going to be so much
more people like that. They can remember well what happened fifteen years
ago but they can’t remember very well what happened twenty years ago,
because they lose that part of the memory. So the one button radio is like
magic!
A: Yes. That’s what they do and they are trying to let ole people living easier.
R21: And the same with the phone. Just to be able to press the button and it dials,
you know, one of the children. If no one answer, it will dial the next number or
something like that.
A: Yes. There are developments of this alarm as well. If you press the button, it
will first call the contacts on the list, maybe the children. If there is no reply, it
will go to the emergency centre.
R21: My mom has got one of these. Yes, but the big problem is you can take it on
and off.
A: Right. Now I am going to ask you something about the technology in general.
So how do you find out about new technology?
R21: You are asking someone who has just upgraded her phone and it drives me
mad. It’s simply because I am so busy and I haven’t got time to sort it out. I
found out the touch thing is so sensitive. I don’t know how you cope with it.
One of my biggest complaints about any technology, including the Internet and
everything else is that too much you are able to on the machines. I am fine on
computers, I know my way around, but you know, if something goes wrong, I
can’t do it. They all got these buttons, so…I don’t know how you simplify that.
But I am sure it is the problem with many old people, even they are attempt to
use the Internet. Actually I think it is fantastic for people to use the Internet,
even before they slow down. You know, there are a lot of stuff on the Internet.
A: About the new technology…

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R21: Sorry, what you mean by new technology.
A: Well, maybe there is a new iPhone or something. How do you usually find out
these?
R21: I was in the Apple shop talking about buying a new computer. Well, I haven’t
read about what Apple will bringing out. Well, I don’t use it. If something fixed
my purpose, like my old phone, which I still use it to transfer the numbers to the
new one, I am completely all right. Because you see everybody else has got
one of these phones, whenever I had to get my dairy out, someone has to get
their phones out. I just put it in my dairy because I find it easier. If something
can make my life easier, I’m happy to learn how to use it I think.
A: How about you are not planning to buy something, are you still interested to
find out more?
R21: Probably not.
A: So you are just not interested in it right?
R21: No. I got my kids to do it.
A: Cool. If you are planning to buy a new phone, what kind of information you’ll
look for?
R21: What sort of information? Well, I don’t, because I just need to upgrade it. I
needed a new phone I am quite happy to have the same things in this phone as
the one I had. But you know, you go to Phone4U, you will be convinced about
how these things can change your life. If I want to buy a washing machine or
something, I’ll look up the Internet. Will look up the comparison website,
absolutely.
A: Would you pop into the shop and ask someone?
R21: Yes.
A: And what kind of information do you think is the most useful?
R21: I only want to know if it can do what I wanted it done I think. I don’t want to
know all the other things because I don’t find it useful. But you know, technical
people just love developing.
A: How about there is something you want to buy which is related to your health or
your family member’s health, what kind of information you will go for?
R21: I always research on the Internet. My son had blood test and they said he has
taken too much of the protein power or something, so I had to go and have a
look. Of course I look for things for myself as well. I always look on several
websites. Because so often you get the American ones coming up and they
sort of lead to other things that you don’t have to spend a lot of money on,
well…things you don’t really need. I use the Internet a lot to find out everything,
really. Actually there was one thing that I have bought for my mom that is a
technological thing is the Dorset box.
A: Sorry what’s that?
R21: That is a round box you can put twenty-eight tablets in. So it will last for four
weeks and it is an electronic. There is a little hole, every 24 hours it comes
around with the tablet thing. My mom broke into hers.

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A: 15:00 Int: so GP recommend it to you
R21: I go to an Alzheimer’s café with my mother once a month. Carers and people
with Alzheimer’s go there and they have talks so you get a real variety of
people talking: you get psychologists, you get psychiatrists, you get community
workers and so I suppose and I learned though that. Local authorities do
actually have a compartment that deals with the care for the elderly and I think
they have a wealth of facilities at their fingertips but it is still difficult to get hold
of it if they thing that someone will pay for all this stuff privately and get on with
it like we all do then, really, they hide. If someone was in a hard state and had
no relations then you could actually get them involved. They do have all sorts of
things but there is no one place really that a carer like me can go and say,
“right, I want to know about this things”.
A: So the lack of knowledge seems quite troublesome?
R21: Yes, because you tend to meet people who are in the same situation as you,
unless you go to the Alzheimer’s café but as I said it’s only once a month. Or
fiends maybe but quite often people don’t know you have a problem like that so
their fail to mention anything to you. Unless it the weekend press, they tend to
advertise things for elderly people, don’t they? but I think they all are a bit
sceptical about this things, they think you just want to make quick money with
that technology since you pay big money for the advertisement.
A: Before you buy some assistive products for your mother, would you have any
concerns about the suitability of these products particularly for her?
R21: Yea, I would find out how it works to make sure she couldn’t switch it off or
mess around with it. I think these [shows to the pictures] are quite good to have
in a place to live; she went to this one house and all the cupboards were
labelled: what a good idea! She didn’t realize that the guy would not be able to
function without it but she is also like that now. Before you asked me about
buying things. We once had to buy a stair lift in a hurry, maybe about 3 months
ago. Because money wasn’t much of an issue I just went straight out and got a
new one from Stana, but it has a key under the arm and 2 or 3 times my
mother has taken it out and now it disappeared. She even finds these things
difficult to use. You know they guys says: “you need to make sure the green
light in on and you need to strap yourself”, forget about the strapping!! Let’s try
and get it down! One command, not even two consecutively! If you could have
something on the chair to say what they need to do next, that would be
amazing!
A: So you mentioned having some concerns about the suitability of products, how
would you go about reducing those concerns? How do you find out more
information?
R21: I would probably just ask other people, I suppose. Local authorities can help
people but if you are there on the phone, they give you an answer and then you
are off again and they haven’t sorted your problem out completely.
A: So would you prefer to ask somebody who has used some of these products or
could you ask somebody else?
R21: yeah for sure, to ask what problems they had with those along with what quirks
some machinery can have.

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A: When you are buying some presents for your mother, how does it make you
feel?
R21: It’s a waste of time! I moved here four years ago, I used to travel around the
world and she always asked me to bring her perfume. When I packed her
house up, every present I ever gave her was in the drawer. So we don’t bother
much. I feel like I’ve done my bit, I see it more as a duty.
A: How about when you buy some of the assistive products for your mother?
R21: It makes me feel safer. Because what you’re always thinking is, I will never
forgive myself if something went wrong because you hadn’t been careful
enough. It was one of the reasons we moved her; she was in her own house,
she was making mistakes, was leaving taps running; that would cause a lot of
damage, we would have to have an insurance claim and it takes a year to sort
the house out after a flood. These are the sort of things that can let people stay
in their house a little longer because even now I question should we have left
her there longer, absolutely not, she would have probably be dead by now one
way or another. Many people have their parents or elderly relatives living in the
same house as them but in an annex. If they have that sort of thing, they
probably don’t feel like they have to go and check on them all the time and
give them a bit of independence.
A: If you buy assistive products as a gift for your mom, how do you think that
would make her feel?
R21: She would just be like: I can’t use it, I don’t know how it works. So you would
just there patiently and explain to her and say give it a go. It’s like the stuff I
bought her last year, she said I’m not going to listen to any one of these and
she was so angry about it. She loves it now, it’s like it was her own idea.
A: So in the beginning she was a bit resistant?
R21: Oh, she resists everything! But if she finds out it is helping, she thinks it’s her
own idea!
A: So after they try those products, it might change their perception?
R21: Yeah, and these things are expensive, so if you could have a trial and then take
it… and could you hire these things. Because what if you buy it and someone
dies? Hiring would be good.
A: Now, I would like to play a finish the sentence game with you. I would start the
sentence and I could you please finish it for me.
A: I like reading because:
R21: Gets me right out of myself
A: Retired people usually are…
R21: Busy…
A: I live in Bath because…
R21: Has everything London does but is not so big
A: Elderly people need assistance when…
R21: They start losing some of their faculties

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A: Technology is made for…
R21: Young people
A: British people are famous for…
R21: Roast beef
A: Assisted living products are made for…
R21: elderly people
A: Family consists of…
R21: Mother and children
A: Buying a gift for parents means…
R21: Hard work
________________________________________________________________________
Interview Transcript 22 – Elderly
Interviewer (A) Respondent (R22)
A: I am going to describe our project first.
R22: Right.
A: We are students from Business Administration course.
R22: Business administration? OK.
A: Yes. And we are final year student. So currently we are working on a project
about the commercialization of assisted living products. At current stage, we
are interviewing people to find out their perceptions and ideas regarding these
kind of products. We appreciate for your participation.
R22: Oh yea, alright.
A: So I am going to introduce you the structure of the interview first. We are going
to play an association game first, just to relax. When I say a word, you just tell
me what comes to your mind first. Then after the game, I am going to ask you
some general questions about you, your family, how you find out about
technologies, and how you make decisions in your family. At last, we are
going to play another game, called “finish the sentence” game. I say the first
half of the sentence and you help me to finish it. So it is pretty much about our
interview, don’t worry, just relax.
R22: Sure.
A: For those assisted living products, maybe you don’t have a clear idea. So I am
going to show you some pictures to give you a sense of what would they be.
R22: So these are the things you are talking about.
A: Yes. For the pendant alarm, have you every heard of it?
R22: Oh yes, I have heard of it.
A: Have you seen people use it?
R22: I think I have actually.

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A: So what you know about it?
R22: I know off people have got it. But I have never met someone who has actually
using one.
A: The main concept of this, for example, when you fell down on the street, and
you just press the button.
R22: Yea, I know what it does.
A: Ok, maybe you are more familiar with this one.
R22: Yes, the blood pressure monitor.
A: Yea, you can test your blood pressure at home rather than going to your
doctor’s.
R22: Yes, yes.
A: The kitchen alarm, maybe you are not very familiar with it.
R22: No.
A: It is different from the smoke alarm. It’s more comprehensive. So when the
temperature goes very high, it will switch off all the electricity in the kitchen
automatically.
R22: Yea.
A: Also record the accident.
R22: Accident?
A: Yes, accident in the kitchen.
R22: Oh right, there is an accident in the kitchen. That will automatically record it.
A: Yea, and you would be able to track the accident if you feel the need to.
R22: Right I got it.
A: These products are all assisted living products. Hopefully you have a more
clear image about them now. Let’s move on to the game. Ok, “Christmas”?.
R22: New year.
A: Family?
R22: Children.
A: Technology?
R22: Help.
A: Assisted technology?
R22: I guess those pictures you showed me.
A: Oh yea! Coffee?
R22: Tea.
A: People who need assistance?
R22: Disabled.
A: Retirement?

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R22: Freedom!
A: Haha, yes, that’s what I thought. British people?
R22: Me?
A: Senior adults?
R22: Grandparents.
A: Sweets?
R22: Naughty.
A: Good. Now I am going to ask you some general questions. So is there anybody
younger who takes care of you or helps you?
R22: I don’t need help at the moment.
A: Well I mean would someone be there for you.
R22: Oh yes I have got children would take care of me if needed.
A: How often do you see them?
R22: Variable. Well, weekly I would say.
A: Do you live close to each other?
R22: No the one I see weekly is actually living in South Africa. So I see them by
using technology, Skype!
A: Oh Skype! So how often do you see each other in person?
R22: About three times a year.
A: Right. How many children do you have?
R22: Two. The other one is in Bath. I see him about once a month.
A: Oh that’s good. So now I am going to ask you what you think of technologies.
R22: Yes.
A: So have you ever heard of these technologies on picture?
R22: Yes, I think I have heard of them I suppose. Yes all of them.
A: How do you usually find out about new technology?
R22: Em, the Internet, or television, or newspapers.
A: Specifically, for example, the pendant alarms. Where..
R22: Well I just heard it. Well really.
A: Your friends?
R22: Em, I don’t know anyone who uses that. So I am not spoken to anyone who
actually has that (referring to the kitchen minder). No, the other two, then yes.
And we have got one, the blood pressure monitor.
A: Ok, what kind of source you think is important to find out about new
technology?
R22: Well, right. I suppose the Internet. You can find out most things through
Internet.

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A: Could you be more specific, say, maybe the official website on the Internet?
The reviews of people?
R22: I would say reviews in magazines or newspapers.
A: So you think it is more reliable if people say it’s good.
R22: Yes, I suppose.
A: Ok, will you try to find out about technology even if you are not planning to buy
it?
R22: No, not really I suppose.
A: So can I say when you want to buy something then you will find out about it?
R22: Yes.
A: Also, if you are interested in a kind of technology but not sure if it suits you.
How would you find out about it?
R22: Umm, I will ask someone who knows more about it than me.
A: For example? Who?
R22: I have got a nephew who is very technologically minded. Or my children; they
know more than we do.
A: That’s convenient. Now I’m going to ask you the family purchasing decision-
making process. Sounds really academic, it’s just about how you make
purchase decisions really.
R22: Right.
A: Do you ever decide together whether or not to buy something?
R22: Something like a mobile phone or? Yes, with my husband, Patrick.
A: How does it usually happen then? What you guys talk about if you find
something interesting.
R22: Well, we not long bought a new television. So we discussed it, we look about it;
we went into shops; you know discussed what sort of television we would have;
we just decide between ourselves, go to the shops.
A: Are there any difference in the decision making process when buying cheaper
products and expensive products.
R22: Yes. When it is an expensive product we will definitely do it together. We
wouldn’t go off and buy it on our own. Say, something expensive, like a car or
computer, we would discuss together.
A: So when it comes to buying a very expensive product, you still discuss with
Patrick only?
R22: Well, we will discuss. We perhaps take advice from our children; or my
nephew; or look up on the Internet. But we would make the final decision
between us on an expensive product, yes.
A: Ok, how about the cheaper products?
R22: umm, Ok, I can’t think of a cheap one actually.
A: Say, buying an iron?

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R22: Well I’ll do it on my own.
A: Well good. I am going to ask you something about what do you think of your
current stage of life. Could you please share with me your feelings at this point
of life.
R22: Well, in what way? I mean I feel fine. Physically or emotionally?
A: No, just psychologically.
R22: Well, I am Ok, happy, relaxed.
A: What do you do when you have free time? Any special activities?
R22: I go swimming. We go walking. Those are the main activities we do. We meet
friends. We see family.
A: That good, really healthy.
R22: Oh yes.
A: Is there any difference between your present life and your previous life.
R22: Before I give up work? Oh yes.
A: What’s the main difference?
R22: Well I don’t have to get up and go to work everyday. You know, I have more
free time instead of getting up at 7:00 to get ready for work. But now I don’t
have to get up until I feel like it. Well I can plan my time better about what to do.
When I was working, I have to be there at half past eight and leave at half past
four. So that wasn’t “my time”.
A: Ok. What you think of elderly people?
R22: They are nice. What you mean? You are asking something specific or?
A: No, just in general.
R22: They are very nice I suppose. I am one of them now.
A: In terms of their life? Independence life? Their physical capabilities?
R22: Well you mean other old people that I know?
A: Well, can be the people you know or you think and see.
R22: Well, most of the people I know are active are able, like me. But I do know
some people who are not active. But I have sympathy for them because you
know, they aren’t as able, busy, or active as I am.
A: Do you think they enjoy their current stage of life?
R22: Probably not as much as I do. Because they are not as active. Well, I don’t
know because I haven’t ask them.
A: Do you try to persuade them to live a healthy life.
R22: Yes. We do try.
A: Could you give me an example?
R22: Well, we have someone who had a very serious heart attack a few years ago.
Now he is the same age as me, early sixties, and he hasn’t got back to
work. He barely goes out the house. But there is no reason why he shouldn’t.

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 So we are trying to get him out. We go and see him and his wife and take them
going for a walk and get them doing things.
A: It’s very kind of you. Ok, next, I’m going to ask you some questions about the
products that relevant to health. So what do you think of those kind of products.
R22: Right. I have never heard of them. Go on.
A: When you decide to buy a product that relate to your health, what source of
information you think is really important.
R22: The only product I buy for my health is Vitamin C tablets; and this kind of
supplement tablets. That’s all I buy for my health.
A: Then how about the opinions of doctors.
R22: Well my doctor says ok. We haven’t asked their opinions because we just think
it is good to take vitamin Cs everyday. So, no, we haven’t actually discussed it
with a doctor. You know, we just tell them when we go off for an appointment
and they ask about if you take any supplements, we just say those are the
things we take.
A: Also, looking at the products on the picture, who do you think would use them?
R22: Right. The pendant alarm, for those people who are living on their own, a bit
unstable, you know physically who could fall, or who is getting very frail. Well
anyone could have one of these (Blood pressure monitor) if they have high
blood pressure. Patrick has high blood pressure. So we have got one of
those. And I am very happy with the product. Patrick keeps going flat, ha-ha.
A: How about the kitchen minder?
R22: This one I would think for someone who has dementia possibly, who might
need alerts when something is smoking. Well this is what I think it is, I might be
wrong. But I would think for someone who has dementia or a bit disabled. I
don’t really know about that product.
A: Ok, who do you think others would think of people who use these products, like
the social impressions?
R22: If they are using these? I think people would think they are sensible. If they
need a pendant alarm, I don’t think anyone would think “ oh fancy you, you
have got one of those”. I think it is good. You recognize you might need help.
So that’s why you taking it and using it. The blood pressure monitor, we have
got one of these anyway, so, sometimes we get it out for a bit laugh. Because I
have low blood pressure. I tease Patrick. Also, for the kitchen minder, if it is
what I think it is, it will be very ensuring. Maybe it is for a person who is frail
and might have dementia. If someone comes to their house they will think “oh
good, you have got some sort of care” as they need some kind of support. It
can provide some support I think.
A: That’s pretty much about the questions. We are going to play the final game:
finish the sentence game. “ I like reading because…”
R22: Because I like to escape into another world, you know, if it is a novel.
A: Retired people usually are…
R22: Very busy people.

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A: Oh year, lots of activities. “ I live in Bath because…”
R22: Because my husbands job brought to Bath and we stay here every since.
A: Being independent means…
R22: Freedom.
A: Technology is made for?
R22: Improving your way of life.
A: British people are famous for?
R22: Staefa perlip.
A: Assisted living products are made for?
R22: People who need it.
A: Family consists of?
R22: People related to each other.
A: Being a senior adult means
R22: You live through life a bit.
A: Can I confirm the age with you?
R22: How old am I? Ha-ha, 63.
A: Thank you very much for all your answers. Btw, do you think these kinds of
products very useful?
R22: Well yes. I think so.

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4. Focus Groups
Focus Group Schedule

Focus Group
Date Time Venue Interviewer Assistant
Participants
P1
P2
P3 14-Feb 10:30 Café Jelena Caroline
P4
P5
P6
P7
P8 21-Feb 10:30 Care House Caroline Jelena
P9
P10
P11
P12
P13 26-Feb 11:00 Care House Caroline Amy
P14
P15
P16
P17
28-Feb 11:30 Café Jelena Caroline
P18
P19

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Ad Sample used in Focus Groi[

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Focus Group Transcripts
Focus Group Interview 1
Moderator (M) Participants 1 (P1) Participants 2 (P2)
Participants 3 (P3) Participants 4 (P4) Participants 5 (P5),
M: Could you please write on a piece of paper some examples of technology
products that you use in your house? So the first thing, this is the hardest part.
We are going to start with some writing just a very little. You are going to have
a small piece of paper. So first of all we will go around and introduce each other
but before we do that could you please write down on a piece of paper some
examples of technological products that you use at home. Anything that comes
to your mind, any technological product. Anything that you would consider a
technology in your house. Think very broadly, I mean, technology is not just
computers. Technology can be anything in the house.
P4: Washing machine?
M: Yes, perfect!
P4: Dishwasher, kettle… is that a technology?
M: Yes, yes.
P3: Washing machine I guess
M: I mean even a knife could be stretched into technology. No need to write too
many. A few is fine, so don’t worry.
Now could we please go around the table – say your name again and introduce
yourself in whichever way you would like and just list some of the products you
use at home. Anybody wants to start?
P2: You started already by saying washing machine. Carry on.
P4: Washing machine, dishwasher, computer, radio, hoover, lawn mower, car
M: Perfect. Anything else? You can start with a short introduction of yourself.
P2: Yeah, ok.
P4: Sorry, I am Emma.
P2: I am in a same vain. It’s all those things and I’ve in phone, printer, microwave,
oven, electric drill as well as few others.
P5: I can’t remember what you have said but TV, recorders, computers, shavers,
and alarm clocks.
P2: Few new things there!
P3: Washing machine, fridge, computer, telephone, hoover, microwave
M: Nice, perfect.
P1: Yes, washing machine, freezer, fridge, microwave, TV, electric knife.
M: Oh, nice. That’s a good one.
P1: Recording equipment.

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M: Wonderful. That’s very nice. Now I want to talk about innovative technology.
Most of the products you have listed have existed for quite long time. So now I
want to talk about technology that’s maybe new to the market, something
maybe that didn’t exist before.
P4: Before when?
M: Just a few years, maybe a year ago and we can still consider it innovative.
P4: Mobile phones?
M: Well, mobile phones, umm, they were innovative but are less innovative now.
Smartphone may be yes. Maybe anything that came into the market recently.
Let’s say tablet computers would be one.
P2: Sorry, what?
M: Tablet computers.
P2: Right.
M: You see tablets like iPad and so on. Is there any other technology like this that
you can think about and I would like you to tell me who would buy products like
this.
P1: Not necessarily that we got them.
M: Yes.
P1: We must have them?
M: No.
P4: Kindle?
M: Yeah and why would you actually use that?
P4: For people who don’t want to actually buy a book and want to carry all of their
books on one little tablet for travelling? I haven’t got one.
P2: I hope to get the cheapest smartphone possible soon. Because I envy my son
in-law who can hold his one up to the sky and identify the stars and the planets
anywhere, anytime and I want to do that. The other new technologies the
Kindles and also the latest technology the printers that print 3D plastic items –
they are fascinating.
P3: I find that progress in this direction is running away from me. Smartphones – I
ask my son what is an iPod or what is a smartphone and he explains in detail
what it is and I think do I really need this do I want this or do I need this? And I
find I have a mobile phone, which I rarely use except for emergency
purposes. We use our house phone all the time. The mobile phone we take
when we go on a journey in a car or my wife says: “when you take the dog for a
walk make sure you got your mobile phone with you in case of an emergency”
and that is as far as I am concerned I think in my age I don’t want to,
personally, I don’t want to venture into as you say smartphone it doesn’t bother
me.
P4: I got a smartphone and it drives me to distraction. I am tapping the screen and I
am not getting what I am expecting to get. On my way here I found I was
phoning my sister and I wasn’t trying to phone my sister I was trying to text

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 Patrick. It was driving me mad. I had a nice mobile phone, which worked
perfectly until it crashed on me and I had to get a new one.
P1: I am very concerned about really old people. Until recently we had a lady, a
friend who was 103 with a great deal to offer still. But she was left cold with
everything. Another one was nearly 101, they both died, and we now we got a
lady who is 98 and she is terrified they are going to take her check book away
because you know how is she going to manage? She can't learn that now how
to text and so forth, nor does she want to. And I am concerned that maybe we
are going too fast for some people and we need to retain some of the old
school technology.
P2: W can't hold back for people aged a 100, can we?
P1: Well, yes. If the 101 would be here now, she would put you in your place for
saying that! (Laughs)
P3: The 98-year-old gets annoyed at times because she gets a telephone ringing
and the person says: "we want to talk to you about your computer" and she
says "I don't have a computer!", and they persist and she says "I don't have a
computer, full stop!", she is 98 and has never, in fact she would not know what
a computer is.
P4: We get a phone call like that but we are that much younger we can deal with it.
But it is not fair when people of that age....
P3: And she was worried at one time that they are going to take away the payment
by check. But that has been cancelled now, wasn't it. They are not pursuing
this.
P2: No.
P4: No. No.
P5: I think a lot of us are, not say worried, but don’t keep up with smart phones. I
like to think I'm very computer-savvy but I can't do a smartphone.
P4: Oh, I'm glad to hear you say this!
P2: My [mobile phone] is still as old as... and that is wearing off.
P3: Now, tell me, is the smartphone something that is literally a computer and does
everything?
P2: Yes…
P3: They take photographs
P2: This [his old phone] takes photographs and records everything
P4: But this is one of those things that you have to...
P3: But you want the really...
P2: No, I don't… I don't … It's just that with smartphones you can buy apps that do
different things like the restaurants in your area wherever you are. But also
there is this wonderful thing that you just tap the app, you hold up at the sky
and you've got the images of the stars literally behind it. I remember when you
still had to focus them on the moon so they knew where they were and then
move around but now with GPS you just point it and press.

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P5: There is I think a generational issue. I see that [the GPS-powered app] and I
think "Big brother knows where I am because my phone has got GPS!" When
phones first came out, I got the phone but I used to keep it turned off all the
time because I did not want people to be able to track me. And that's a big
issue with smartphones. And things like Twitter and Facebook, you're giving
away so much personal information. But your generation [20-year-olds] doesn't
care!
P4: We've read 1984! [Laughs]
P3: It concerns me at times when young people say "I've got 1,500 friends of
Facebook", and I think: " 1,500 fiends... how do you define the word 'friends'?"
P2: Just like how you define word marriage these days! [Laughs]
P3: I think a lot of it is personal choice in the end, when you get down to it. You
choose either to do as you say, get a really smart phone, or you don't bother.
P5: I don't think revealing your own information is not a personal choice; half of the
people don't know they are doing it. Because with things like Apples [iPhones],
they just work, people don't care how they work. People like me want to know
why it works. If I know that, I can fiddle with it and I'll understand it, but a lot of
people, why would rather have an Apple because it works and they don't have
to worry about it. They go to Facebook and all their information drifts to the
universe.
P3: But it comes down to a personal choice.
P5: but it's not an informed choice.
P2: Did you hear Lucy Jardie on Monday Morning on what used to be Andy Marr
show? It was all about the availability of so much knowledge now that if you
buy a book from Amazon they know every book you browsed beforehand and
every ... how long you spent looking at each one. They can so handle this
information and they use it, they record it everything.
P5: And they can access you kindle; if they decide you haven't paid for it [an e-
book], they can remove it.
P2: That's right! Microsoft knows everything you do on your computer.
P3: I find I'm short of time! There is no much little time to learn! Reading on all the
things that interest me in a particular subject, it takes time! I don't want a
modern phone to do that, I want to get all my information through my computer
if I can to learn about this.
P2: But you could get all that information on a smart phone while you are riding on
a bus.
P3: I agree with you there but it is down to personal choice. I don't want to do that,
you see.
P5: One of the things again. Every time I browse on the smartphone I think how
much does it cost me so tent not to want to use it because of what's it costing
up front.
M: As we started talking about health issues a little bit here, I was wondering do
you know of any products that are used for health purposes and to help people

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 be more safe within the house or outside of the house and to just live a more
comfortable life. Do you have any examples of products like this?
P3: Chair lifts - stair lifts.
P2: But I have a very strong resistance to being interested in these things because
to become I interested in them is to begin to let yourself go. I mean I kind of
borderline as to whether or not I need an hearing aid or not but I'm [explicit] if I
go to get a hearing aid before I have to, you see! I really don't want to know
about these things in detail before I have to!
P3: Until you are forced into it!
P2: That's right, until I'm forced into it! And then I need to know where to go but I
can find out about it at that time, you see. One other thing, A broke her ankle a
couple of years ago and we needed a wheelchair, we needed a walking stick,
we needed a stool for the shower, several things like that but I knew there was
a mobility shop near the Tesco garage in Combe Down and I went there and I
got everything I needed so easily and so lovely and it was reasonably priced
and we used it and then we returned it. Some of it was free, some of it you had
to hire. And it’s only at those moments I want to be faced with aids.
P3: Well, I agree with you there. I agree a 100%. But not so long ago our son said:
"Dad, why do you need a television turned up?" and I said: "I don't know, the
television..", - "well, it's rather loud, don't you think you need your hearing
tested?". So I reluctantly went to them and they said: "Yes, you have a defect in
both ears." Now why don't I wear a hearing aid in each one? Now, this
frustrates me because the last thing I expected was to lose some hearing.
P2: Why was that the last thing you expected?
P4: Because he did not want to lose anything!
P3: I did not expect that! Other things going wrong, yes. Because I linked it to, shall
we say, lifestyle and absence of doing things in life? And I wear hearing aids
and I can't do without them. But I agree with you that you want to be fit enough
to do that [be active]. Stairs; I would run upstairs because it was a way of being
fit. I don't want a stair lift at all! But there are some people that do.
P1: But I think our age group or even younger ought to know about things like that.
Because you might not want it yourself but you might know somebody or you
might have done a voluntary job or something like that where elder people are
concerned, elder than yourself, and you've got to find out about those things in
advance for them.
P2: That's your duty, isn't it?
P1: Yes.
P3: The one thing I welcome is yellow line, road lines. Because I used to drive from
home, I used to own a dental practice up on Gay Street; I used to drive from
home, which was 9-10 of a mile and park at the Circus. And when they
introduced the yellow lines I thought: "What am I going to do? Where am I
going to park the car?" and then I said to my wife: "Why do I need a car?" so
after 25 years I walked 4 miles a day at a military pace and I hope that put my
cardiovascular system into a good shape. So I agree with you there, you don't
want aids until you absolutely need them.

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P1: But you need to know about them for others…
P3: You need to know about them, yes.
P2: And where to go if you need them.
P4: Which we did, when your mom was ill.
P1: I would usually telephone someone...
M: Whom would you telephone?
P1: Well, I would look in the telephone directory or I find out from the Guildhall
where the places were and I would rather speak to somebody directly. I hate
the things when you go through and it's "press 1, press 2"
P2: Oh
P1: Press three, up in India telling me what to do. And you can't hear and you can't
get what they are saying.
P3: Actually, it happened once when we went through this routine and I was
speaking to an Indian lady and she actually... I said: "I'm awfully sorry, I can't
hear what you are saying", and she said, "Listen carefully and I will tell you
what I want!!" And I thought: "I don't believe this!"
P2: There was a funny story just recently about someone phoned to complain to BT
that his, he was Welsh, that his bill was only in English and not English and
Welsh and he got the Indian lady at the call centre all mad and she said: "There
is no such country as Wales! I've never heard of Wales!" [Laughs]
P2: So I think that these people who manufacture these products, they don't want
to advertise it generally or even to old people, they just want to know that
people when they need it know where to go and that there is a contact point
for it really.
P5: Yes… Should you advertise it to 50-year olds who have got elder parents? Is
that the way to get into that market? To tell their sons and daughters what's
available.
P2: I don't think my kids would buy a wheelchair when I need it... [Laughs]
M: The question is, for those people who are on the borderline of needing it or not
needing it, what would stop them from thinking: "Well, I need it so it's probably
time".
P4: Pride, I think.
P1: Pride, yes.
P2: When you are on the borderline, you want to hold that line as long as you can.
You don' leap over it or run towards it.
P5: When you're your age, you're going to live forever, you see. You think you're
going to live forever. When you are our age, you only going to live to a 110.
When you're 90 you might bring it forward. But we all naturally try and deny that
we are getting old before it's [inaudible]. So, you know, you won't voluntarily go
out and say: "oh, I need a hearing aid".
M: What do you think will make people think of let's say hearing aid as an
extension of one's age? So, let's say, without a hearing aid somebody is a

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 person with a very weak hearing, with a hearing aid, somebody is with a
good hearing again so kind of bringing himself or herself back several years.
It's the same thing but it's a very different perspective. What do you think it is
that would make people think of all the products that help in this way? As being
helpful and say cool rather than losing independence.
P1: Well, where the hearing aids are concerned, I think the partner or the other part
of the marriage or whatever gets so fed up with shouting all the time, holding
their arms like this [puts the hands to the mouth].
P3: You know they say strong reinforcements they go to our advance. That is this
example. There were number of times when I totally misheard what my wife
said. And she said: "Don't you think you better get your hearing tested?" And I
resisted for a while but it's a shear necessity and I had to go.
P4: [to P] do you think you are at that stage yet?
P2: No, not yet! [Laughs] There a lots of things… If a person it talking to you face-
to-face you can hear them clearly. And so if they take the trouble to say your
name and engage your attention and then speak, all that helps you on years
longer than...
P3: I had no problem with men talking to men. It was the women's voices that I
found... He [the doctor] said: "your hearing damage was due to occupational
[reasons]. Years ago when air turbine came in it was very noisy and they said it
probably damaged certain cells at that pitch. So whether it is women’s voices
that are at a certain pitch that makes them hard which is why I misheard them.
Because I can hold a conversation with male friends. No problem! But with the
female friends I misheard.
P5: I think when you lose your hearing; it's the top frequencies that go first. Even I
get tinnitus so you don't notice the higher pitches. When my wife is screaming
at me in high voice, I can't hear her...
P2: There is also a very good course for lip reading. I would like to try that too. I try
to persuade my wife [to go] all the time.
M: In terms of the name for how these products can be called, see we haven't
really mentioned any category name for them; I'm really wondering how
could we actually call these products so that it's a name that maybe engaging
for everyone, so that you won't think of it as bad for yourself but really being an
actual aid and help. We have a few suggestions here, please tell me what you
think of those and if you have any other suggestions, feel free to share that and
just in general what do you think of these names, what comes to your mind,
what are the associations.
P5: I think you are right in avoiding technology because older people tend not to
like technology. "Products" is much more user friendly, isn't it?
P4: Yes, absolutely.
P3: Yes. Independent living products.
P5: Independence is better than assistance, isn't it?
All: Yes, yes.

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P3: Because don't we all agree that it's better if you can live independently,
effectively, safely.
P4: Absolutely.
P3: Rather than being looked after.
P1: But they are going to have to [live independently], won't they, because so many
people are getting older, there won't be enough nursing homes even if you
don’t want to go to one you probably won't be able to. So the government is
definitely making people stay within their own homes on their own.
P3: They are encouraging, yes.
P1: And the assistive techs that they can use.
M: So which one do you prefer then?
P4: The bottom one
P1: The bottom one
P3: The bottom one [others nodding], independent living products.
P2: I think so. But I would not rule out technology because I think that people that
are going to be using this are our age down and technology is attractive
word, isn't it? But to us?
P4: Not.
P1: No! [Laughs]
P5: Let's write down all the old people [laughs]
P4: the independence is important, really. [Approval noises from all]
P2: Yes
P3: Yes, being independent.
P5: Ought you to say "living"? You've got living in all of them
P2: What about "Activities"?
P5: Yeah… [Pause] listen… Would we think of sports then?
P2: Maybe, maybe. I guess [laughs]
P4: Just independent technology. I mean do we need the "living" in there?
M: Independence technology?
P5: Independence… yeah
P4: Possibly
P1: Possibly. It could be shorter..
P2: It would be nice if we could find a word without a prefix. Dependency would be
nice but we need a positive.
M: Do you think a name actually makes you think of a product in a slightly different
way?
P4: What? "Independent"?

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M: Yes
P1: I think that word is very important to elder people
P4: Yes
P2: Yes
P3: Mm…
P1: Having dealt with a lot elderly people...
P4: Yes
P2: Yes
P3: Yes
P2: I used to envy these people.. well, not envy them but... those who use mobile
phones for their businesses and they had this little ear pieces. I used to think:
"oh, that’s you know forward for the technology" And I thought I would happily
take to wearing a hearing aid if it also enables me to answer my mobile phone.
And if it looks like that [mobile phone ear pieces]. You know. Or even if it was a
glasses attachment. Glasses now are a style statement aren't they?
P1: Oh yes.
P2: You know we want a Gucci hearing aid. [Laughs] And then we are going to say:
"oh yes, please, can I have one".
P3: The only trouble is, as we learned from a close friend, that he was losing his
hearing and he was, should we say, tempted to buy from a private one, not
NHS. And I think he paid £2,500.
P1: Seven, I think.
P3: Was it?
P2: Seven Thousand?!
P1: Seven thousand pounds...
P3: And he had it on a fortnight trial and he said it was terrible. And I have known
other people that had these private hearing aids and then they have either
gone back or tried a NHS one. They said NHS one was perfect.
P2: They are not visible. I didn't realise you had one until you said you were
wearing them. [Agreement mutter] We've got a friend whose young son of 22
has just had to have a hearing aid fitted and he was letting us "he keeps saying
to us and I interrupted and said don't shout and he says, no, be quiet, he is not
shouting, it's because he is hearing so many new sounds he hasn't heard
before”.
P3: Your voice is sharp. It's sharp. It's almost on the verge of a bit tinny you know.
P2: It’s an old beetle.
P3: If I take those out it is muffled. I have a problem going to a theatre because
they got the system in the theatre where by you can have these special aids.
With mine, it's loud but it's a loud voice and I still can't hear sometimes what
they are saying. It's a particular form of deafness.
P1: But these are better.

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P3: Yes, with these it is better. We were at the theatre yesterday and I stopped
using the aid pieces and but my hearing aids back again and I could hear well
than with them.
P5: I think there is an issue with the privatisation of the health service you do get
things like hearing aids advertised heavily in magazines and you think are
these... is that a good product, is it a better product or are they just trying to
rip old people off, you know? [Mutter and laughs]
P4: Just like with glasses…
M: So do you want to say that the less advertisement there is the better it is really?
P5: Information without selling is probably the thing
P1: Yes
P4: Yes
P5: You go to Specsavers and now they are always offering hearing aids, aren’t
they? And I've never really taken them up on it because I don't want them to
flop me a hearing aid. It does partly not want to admit to needing it and partly if
I want a hearing aid I probably want to go to my doctors and get it examined
and tested.
P4: It's strange that the Specsavers do not do the hearing aids, which are adjacent
to the spectacles.
P3: I asked about it and I said: "do you provide glasses where aids are built in to
the arms", and they said: "Oh no…"
P2: [whispering] they cost fortune…
P3: But they sell them separately.
P1: Thirty years I have worked with a lady and I had no idea that she had a hearing
aid because they got hair covering them and they were attached to her
spectacles, glasses.
P2: So you see we are still not attracted to these aids, we still would rather hide
them.
P3: Yes, yes.
P2: Than welcome them.
M: Since we are on the topic, I have a few pictures here for you. We created an
example of an ad; it's not really an ad but this is just an example. And we have
a pendant alarm as an example on it. Please look at all three of them, they are
slightly different, and tell us what you think about it, what is it that you like or
don't like about the ads, would it change your opinion about the product, would
you actually like to use it after [seeing the ads].
P1: Does the young man go with it? [Laughs] [Series of jokes about pictures]
P2: Well, if I do end up living alone and got very, you know, tottery, I might like to
continue living alone and using one of these alarms. But I would be very
surprised if I got help on the top of the mountain. I do think that with you living
on your own and you really are extremely old and tottery that having an alarm
like this…

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P3: It's essential.
P1: Yes.
P2: It just gives you a little more confidence to stay on your own.
P5: Yes. Is that going to appeal to those kinds of people?
P1: I warn you: the time it takes to persuade somebody. The lady I said was nearly
101 absolutely refused to have one of these, didn't she?
P3: She even took the batteries out of the smoke alarm. And she said: they make a
clicking noise and it disturbs me.
P1: "Oh, close the kitchen door", I said, "No, I like my kitchen door open." So you
can only go so far with people and tell them.
P4: You get the fire brigade alarm because their smoke alarms don't go off at a
toast.
P1: Well, she is gone now so.
P4: Cause we had that.
P2: I think that would encourage me [picture with a man exercising]
M: Is it just the picture or is it the message as well?
P2: Well, I don’t know but that makes you think that you can still be fairly fit and you
might have it handy.
P4: But would you consider having one of these if you were that fit living on your
own?
P2: Em… no, unless I… well, I guess I wouldn't be doing this if I had a dodgy heart,
would I? Perhaps seeing that one when I'm really that little old…
P5: I just wonder how many people going to do the gym type things.
P3: And doing that type of gym
P2: I don't think that's a good one [pointing to a picture with a person on a
mountain], I don't think that's a good one [pointing to a picture with a man
exercising].
P3: Yes, this one [point to a picture with a doctor] that's the one I would go for.
P2: Yeah I think so.
P5: These, does this actually exist, or?
M: Yes, it exists.
P5: and does it work if you're out in the country like on the top of a mountain?
M: I think it's changing; it used to be just within the house, so if something happens
within the house but I think they are actually extending the technology now so it
might be working when you are outside as well.
P1: A lot of elderly people take them off when they go to bed at night, which is
wrong. That's the time when they get out of bed and they fall, they get out to go
to the loo or something and then they fall and they haven't got it on. And I'm
told there are some that fit on the wrist.

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M: Yes, on the wrist as well.
P4: Which is perhaps less intrusive.
P2: I think a discrete thing is better than something that you wear around your
neck. Unless you are at the point of being housebound you don't care or
something.
P3: I know someone who got into the bath wearing a hearing aid so it submerged.
Forgetfulness. You get so used to wearing them that they forgot to take them
out when they got into the bath.
P2: Yeah, they haven't got a gadget for forgetfulness. [Laughs]
M: So any more comments about [the pictures]. Does it actually persuade you,
does it not? Would it work with some other kinds of independence products?
P2: I think this is a good one [point to a picture with a doctor]. I can see myself, if I
ever to look that old I’ll probably like to keep independence.
P4: You might probably be discharged from hospital… when you think of it.
P2: We had an old kind of relative that stayed in her house until she was 98 and
died and I was amazed at the way they. … Twice the council went in and gave
her a new bathroom and the second time, after about twenty years, it was a wet
room. And they gave her a stair lift. And first of all she uses to put her laundry
up on it, send the laundry up and then she would walk up the stair and take the
laundry of it! But then she did use it and it was fantastic. And you know first of
all you think: "God, what it costs them to do this to her house and improve it!”
But it was nothing comparing to having her in her home for twenty years or
something!
P1: Unfortunately in Bath there are some houses, which are Grade 1 listed
buildings, and you are not allowed to put a stair lift in it.
P4: Aren't you?
P1: No
P3: No, no…
P1: I'm thinking of some arms houses that I'm interested and we have great
difficulties because as people get older they can't hold the rail rays, they can't
hold the handle to the bath and so on; the stairs… No, you can't put a stair lift.
P2: No.
P1: So it's a problem sometimes here, in this city.
P3: Would there be any considerations if a doctor was female as opposed to male?
M: Would you prefer a female one?
P3: No, not in particular, I'm just thinking if the patient was female then a male
doctor. Or male - female doctor? I don't know.
M: Ok, we will think about it.
P2: Or you just need a doctor
P1: He is a nice one [the doctor on the picture], I would be quite happy to talk to
him.

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P3: So if it was an elderly patient, would an elderly male prefer female doctor?
P1: I don't know, you tell me.
M: Would you prefer an elderly doctor? Or that doesn't work at all?
All: No, no!
P4: Well, does it matter actually? I don't know..
P2: Oh, it does. Because what you find is, it is always reassuring if you go to a
doctor who is older than you because you think he's been there.. But when you
get to our age you've overtaken them. And they all are younger than you.
P5: And then you they know nothing
P2: Well, if I'd be most up to date but for the empathy...
P4: We had an incident once when we went to the doctors and the lady there was
deciding whether to give my husband this medicine, whatever it was, and then
she said: "Now, if you are my father… yes, I'd put you on it. Yes, we will put
you on it!" And she sort of related him to be her father. And what would she do
if he was her father.
P2: Are you saying this is good or bad?
P4: Good
P2: No, it was bad. It was terrible. I've been mentally flirting with her and suddenly
she says I am her father. [Laughs]
P3: That upset the [explicit] out of him! Didn't it?
P2: It did, absolutely! [Laughs and jokes]
P3: There is another aspect of this: someone said sometime ago now to me that
you could have a consultant that is a particular age but you could have a senior
registrar that was probably more experienced in a certain technology than an
older one with all the experience in working. Someone said: "I'd rather have
someone that is a senior registrar almost about to become a consultant that
someone that has been qualified 20 or 30 years as a consultant.” So there is
this balance there…
P4: Yes, that's a good point.
M: What about the messages? If you think of different ideas that they convey, for
example one is talking more about having a quality life while the other one
mentions being young again, the third one, the doctor one mentions
independence and reliability of the product. Which one do you think you
would prefer more?
P2: I don't think it's going to make me be young again!
P1: No, no…
P2: If it kept me independent I would value that.
P3: Yes, yes. Because the operative word in all of these is independence, isn't it?
P4: Mm…
P3: That's the one that...

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P2: Yes, you can't bear the thought of being in a wheel chair or in an old home. So
as long as you can stay independent... And I think "live a quality life" yes but
not a chap on top of a mountain. [Laughs and approval mutter]
M: what would come to your mind when you think of quality life then?
P5: Photo of somebody in a disco perhaps.
P2: I think walking through a field… or playing with grandchildren, things like that;
being active like that is pitching a better level than standing on top of a
mountain welcoming a sunrise.
All: Yes, yes, yes.
P3: Even if you do it on your own element of medication, if the medication keeps
you viable and you're active and you can do various things that's great.
P2: Yeah, we are all on maintenance drugs now, aren't we?
P5: Things like gardening, some old people like gardening,
P2: Yes…
P1: Mm…
P2: Yeah, if that chap was just digging a few bits in his garden or something..
P3: Yes.
P2: We would be getting closer than that.
P3: Then we get the reversal of roles don't we when our children tell us don't do
this, don't do that. Make sure if you climb a ladder someone, it is a quote from
our son, if you are climbing the ladder make sure that somebody is there at the
bottom holding the ladder.
P4: Been there, done that.
P2: We get more sensible as we get old.
P4: Especially if you have actually fallen.
P2: I fell off an apple tree in fact 2 years ago… The steps were falling away but I
wasn't bothered because I was holding to a branch. But the branch broke! The
steps went away and then the branch broke.
P3: Did you hurt yourself?
P4: Bruised ribs.
P2: Yes, but I bounced back.
P3: Did you climb an apple tree again?
P2: Not yet.
P3: No.
P2: Well I… yeah...
P4: I recovered those steps as I was there holding, we got rid of them since they
went on the bonfire.

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P1: We had an old friend and I don't mean old that way, but long-standing. He was
on a flat roof working and he fell off the roof and died. So that was a lesson,
you see.
P3: Yes, yes.
P3: And it wasn't very high.
P2: No. How can you slip of a flat roof?
P1: I don't know…
P2: Well it might have happened to a 20-year-old.
P3: In fact it could have done, easily.
P1: But at his age he had no right to be up there when no one in the house
anyways.
P2: All right…
M: Now I would like to ask you about where do you find the information?
P5: Before we move on, I have a problem with all these words in it. If you were
updating that, I'd try and find something punchier than three lines of big text.
M: Do you think it's too much?
P5: Yeah, cause I read it and then I read it again and again and again and maybe
I'm a bit senile but I think you want getting that message over without three
lines of upper case text. Just in terms of presentation.
P3: The other thing on presentation is the print technique. How many times do we
see yellow print on a white background or white on yellow? And even if you've
got brilliant eyesight you can't read because there is not enough contrast on the
printing. And is this a modern technique that you see on virtually everything?
You really need a contrast in the printing.
P4: That's a good point
P1: Yes.
M: So about the sources now: where do you usually find out the information,
especially if we talk about products like these? And what would you find a most
reliable and influential source for yourself?
P2: Well, I think we've got a lead at the hospital and I have seen that mobility shop
was there available and it was not far, just down the road from us so I went
there.
P3: Now is this mobility shop just one shop or are there other shops within the
Bath?
P2: I don't know. I just know this Combe Down one.
P5: Is that motobility? That has these wheelchair and these motorised [scooters].
P4: No-no-no…
P5: See, they used to have one of those near the bus station in the old days.
P2: There is, isn't there. But I think that was the hire one that the council provided.
P1: That's right, they still got those there.

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P2: These people... It's a business, I think but, you know, I don't know how they
make money, it must be partly from National Health something..
P1: Do they rent them out at all?
P2: Yes!
P4: When I needed a wheelchair they've rent it.
P2: And some of the smaller things you buy.
P5: Did they offer you a wheelchair on the NHS for no charge?
P4: No… Well, we didn't actually ask them at the hospital, did we?
P1: The Red Cross used to provide them.
P4: I was given crutches and I couldn't cope, you know, I'd fell over. It's not an easy
object.
P3: You couldn't use them.
P4: No, I couldn't get the balance. My balance was wasn't.. I couldn't manage it.
P1: The Red Cross used to provide wheelchairs free of charge.
P5: My wife was a district nurse and she was always complaining that people didn't
bother handing the wheelchairs and things back. They get them, which I
imagine was free of charge, and then when they were better they just forget.
And there is much valuable equipment just being unused because people
couldn't be bothered to return them.
All: Yeah, yes.
P5: I'm sure a lot of people using these facilities are forgetting...
P4: Yes, we had the crutches and when we finished we just too them back.
P1: That's a good idea.
P2: I mean it just knows these places around.
P4: I think you would go to your GP
P2: Yes, GP or hospital
P4: Or through the community nurses
P2: Or the district nurses
P4: But you do that through your GP?
P2: Yes, health visitors…
P5: I always go and see my GP and I was at the doctors picking up my prescription
the other day and because I wasn't in a hurry I read their notice board, that's
where all the leaflets… That was the first time in probably 30 years I'd noticed
the notice board so I read it. So although it's a good place in GP surgery, that's
where I would trust the information, got to make sure it's properly displayed. But
I often read the notices in the library. When you are going in and out of the
library you quite often just look, and those two are the two places I would trust.
You've also got Sainsbury's and the likes, I guess, that have notice boards.

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P3: But the service provided by GPs varies I wouldn't say so much. But when you
talk to people they say: "Oh, my surgery provides me, they would contact me
every five years or something like this", and another one would say: "Oh, I don't
get anything like that from my service". So the services vary…
P5: Mm…
P4: They do, it's true…
P3: Yes, yes…
P1: There is a free newspaper, too, outside the library which is for older people and
there is a lot of advertisements in there…
P3: Ah, yes!
P1: Because I get one delivered to the 98-year-old.
M: Would you trust it, though?
P1: Yes. I think I would.
P3: Yes.
P2: Could be a lead, that's a good starting point.
P5: I think anything like that newspaper that you pick up in the library I would trust.
The most of us get Bath times which is a glossy magazine, comes through a
litter box, and that is purely commercial, I would be very much less inclined to
trust that than the one I picked up in the library.
P2: Yes.
P5: It wasn't a high-quality, shiny paper or anything because that just gives us a
sense that this is paid for by advertising and they try to sell things to me.
M: Can I give you a small sheet as well: here it basically lists sources of
information so can you please just tick the ones you think you will be using, just
read the first question carefully because they are slightly different. The first one
is about where you actually see the information related to the health and safety
products, the ones that we discussed. And the second one which source would
you use to actually find out about it, if you are actually seeking the
information. And if you could cross if you find them reliable that would be
wonderful as well.
P5: What do you mean by reliable to you? Do you mean do we trust them?
M: Yes.
P5: I'm putting GP but I wouldn't imagine going to my GP specifically to find out
about a hearing aid. I might say I can't hear but I would actually go to get
information from the GP.
P2: He would refer you to a hospital for tests and then if you want one you go
through NHS.
P4: Is that how you've got yours, K?
P3: Yes it was through my GP. Then they sent me to a particular practice and then
my first hearing aid was all right but I thought there was something wrong and
when I went to my doctor again he sent me to another place and they said:

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 "Oh, we can provide you with something better than this!" Which they did!!
These are replacements, better than the original ones but it was the way he
said "Oh we can do better than this!" but it was all NHS.
P1: And I think they improve all the time. If you are not happy you can bring it back
until you've got something that's better.
P3: Yes.
P2: A couple of years ago when I was doing a lip reading course the audiology
department at RUH was being use to trial some futuristic hearing aids, the only
place in the country they were being tried at, I think. So if you went there at
that time you got really good service.
P3: Last weekend's Times, the Saturday Times, it was advertising miniature
hearing aids that went into [the ear] and were not visible. They didn't need any
changing in volume, etc., etc. but that poses the problem: how is it fixed? I
mean the technology of these hearing aids, how is it designed to cope with very
loud sounds or almost a whisper? How does it vary? You can't change them in
any way. Now, i didn't get the price, this was a private one, and you had to
make inquiries and you could have a free trial of the actual fit without the
enclosed hearing mechanism and get them actually tried in your ears. And I
thought: "Is it worth inquiry?"
P1: Most of the adverts do this but then when you come to ask for this..
P3: The price is extortionate.
P2: Yes. That's what bothers me. With glasses you accept £50-200 but these are
thousands, aren't they. It sounds like technology that has got to take its large
drop in price, doesn't it? Soon…
M: Do you think that actually stating the starting price on the advertisement would
help?
P2: If it was thousands it would just put me off.
M: Well, what if this thing costs, say, 60 pounds, would that help?
P2: Yes, yes. But if it's a very expensive item, it's going to be better if they don't say
the price.
P5: But it's better to know the price up front to save you the time.
P2: It is but if they want to get me in there, they don't want to frighten me off with
their advert.
P4: But just to send you a piece of plastic to put in your ear just for the shape of it,
isn't going to tell you how it works, is it?
All: No, no.
P1: In the end you've got to pay that price to get it. And I know this friend said: "Do
be careful that you buy it on offer so that you can return it if it's no good." So
that you can get your money back.
P3: He did get his money back, didn't he?
P1: Sometimes I don't think they do and that's a big problem.

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P2: I think I could go through the national health route, then. And you can tell they
are making money out of it ‘cause they got these nice shops premises all over!
Just for the hearing aids.
P5: Yes, yes.
M: So is there anything you would like to add in term of what would influence you
to use these products?
P2: What is going to make me use these products is the actual need for them. And
I'm going to fight getting to that point as long as I can.
P5: Yes.
P2: It's not good advertising it widely or anything, all you need is an occasional
advert that is going to tell you where you would go for it or something like that.
M: Do you think it is worth telling you that it's ok to use these products?
P2: I will use an aid only when I absolutely need it. Otherwise why would you?
P3: Exactly. If you can function effectively without it why use it?
M: You could compare it to a shopping cart in a mall: you can obviously go without
it, you can take a small basket and carry it around, it's heavy; or you can take
a big one, it just makes your life so much easier. It's pretty much the same thing
but you don’t think about it in the same way.
P4: Mhm.
P2: No, because when you are giving up your..
P4: Independence
P2: ...you are admitting you are deteriorating. Once you admit that, it's a downhill
slip, you have to resist it.
M: Do you think there is a way to tell people that you are actually not admitting to
anything when you are using aids? It's not about admitting, it's just about
making your life easier?
P2: But only when you have to!
P4: It's not making your life easier, if you don’t need it. It's not actually aiding you at
all `cause you don't need it; therefore it's not necessary.
P2: My life was much easier before I started wearing glasses. Now it's another
consideration.
P3: I think if you know a facility is there to be used when you need it, it's there that
you can approach if you wanted. You don't just say "oh yes" and go for it, if you
don't need it.
P2: You don't want to encourage people to take it before they absolutely have to.
P1: If you are going blind you can have a guide dog.
P5: You can just encourage them to know when they have to.
P4: When I broke my ankle I needed help. But once my leg heeled I got rid of it.
P3: Yes.
P4: Because I was independent again.

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P3: You only used it when you needed it.
P4: Absolutely. Yes.
P2: Coming up to the point when with age when you need something, there comes
a point when you accept it.
P3: When you've got to function.
P2: Yes.
P4: To fight it.
P2: But you don't want to get up sales by selling it to people before they need it
because I think that might not be very effective and I don't think it would be very
good for the society.
P5: So how do you address the issue of if they don't need it, then they are at all not
interested; if they do need it, they don't have the information because they
haven't been interested in the past. How do you identify when people need it?
P2: But you get it through the health... or your trusted advisor
P3: A channel whereby you can investigate this.
P2: Or a friend who is a bit older than you and is...
P5: Yeah, been through it.
P4: Your family will alert you when you need some help. You can't function on your
own any more, you do need some assistance. So that would alert you to finding
things out.
M: So it's very much about the availability of information?
P1: Yes
P3: Yes.
P5: So they have got to teach them all smartphones so that they can know how to
use them! [Laughs]
P1: I shall never need any help with that!
M: As we summarise could we may be go around the circle and summarise the
conversation through one point that would make you think of buying or using
some of these technologies in the future.
P2: Well, need!
P3: Need.
P2: Nothing else. And you know they are not going to increase sales by publicising
more widely they are going to increase sales by having the best product
when people need it and come to compere the products.
M: When you talk of need would you do you ever… there is a big problem of
denial. They [people] kind of know they need it, they know it’s useful for them
but they are still not going to use it.
P2: When I absolutely need it I will go and get it. I had my hearing tested and they
said it's weak at the top and the bottom; you can have it if you want to but you
don't have to.

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P3: And if you can cope you cope.
M: But I am thinking of people who objectively need something, like a pendant
alarm, and they would turn it off or leave it.
P2: But it's up to them.
P3: It might not be very sensible to turn the fire alarm but in the end it's their
personal choice. How do you change that... probably family. Family would say:
"Now look, you've got to use that, it's a sensible thing to do."
P2: You give them information and you reason with them but in the end it's their
choice.
P1: Well, a lady who was nearly 101, she refused, as I said, to have one of those
things and she took the fire alarm off. She did in the end have a stroke in her
flat and of course no one knew she was there. But that was her choice. She
said: "If anything happens to me, I hope I just die, straight away! I'm nearly 101,
what would I want to go on for?" Unfortunately, someone did find her and she
was resuscitated and she lived for another 8 months under a great stress in the
nursing home. And that was awful.
P3: But it was her personal decision wasn't it.
All: Yes, yes.
P2: Please don't use the publicity thing to persuade people to have these before
they need them! Just have it available when the need arises and they
decide that they want it.
P3: I think that sums it up, doesn't it? I mean we agree on that; if we know there is
something available, through reading newspapers, magazines, medical
practice, we know when the time comes if we need a walking aid, or
something like that, that's the place we go for it. But until we need it, that's it.
P2: Our independence is one of the most valuable things we have.
All: Yes, yes.
P5: At University of 3rd Age we have a monthly meeting and we heard from a deaf
dean and he was telling us about how people deal with deafness and that's
perhaps the right, the better forum cause you are talking to a lot of people,
none of them need it but they might be interested in hearing about it so you can
get a message across in that kind…
P3: It stimulates the interest.
P5: That's right, yes. In my case, listening to someone like K saying I've got these
hearing aids and they are really good it would stimulate interest in me because
I think if my hearing gets any worse I know that it is doing. Or you know people
who have used these aids and they can vouch for them. I wouldn't look at it in a
glossy magazine and it was saying it's really good I would through it away. It's
personal communication.
P2: Meeting K today has made me review my idea about hearing aids. And I have
friends and family.
P3: I think in relationships, where there is a husband and wife, and one was losing
some ability and when it gets really bad you've got to do something about it.

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P1: And pride has a lot to do with it, the pride that you are getting older.
________________________________________________________________________
Focus Group Interview 2
Moderator (M) Participants 1 (P6) Participants 2 (P7)
Participants 3 (P8) Participants 4 (P9) Participants 5 (P10)
M: Could you please list some of the technologies that you use in your daily life.
P6: Television
P7: Television and radio,
P8: With technology like telephone I really don't like to part with that. If I still can
use it. I think it's a good thing for people to have things like that. I suppose if
you are in a house where you… I suppose like our bungalow people take it for
granted. You take things for granted a lot. Well, I think I do.
P6: My writing is so bad, that’s why I have a computer. TV I always use with my
headphones, otherwise I will be disturbing everyone. My computer, which I
much prefer to take apart. I’ve got my deaf aids, which whistle like mad.
P7: Well, that’s miserable, isn’t it?
M: Why do you buy new technology?
P9: Only if my old one is worn off completely, I might go and get a new one.
M: How about what makes you buy more advanced technological things?
P9: Well I hang on to my old, don’t I?
P7: Yes. We prefer the old things
P6: Yes.
P9: We had them of a long time and…
P7: Got used to them.
P9: Got used to them, yes. Old habits don’t die.
P8: But not everyone [can use technology], some just haven't got the thinking
power any more. You know what I mean. But I can't say - each stage of their
age is different. I didn't think my brain would still be talking to you at 87. Let
alone listen.
P7: I’ve got a radio upstairs I never use it. It’s a Robert’s like the old one there, just
a slightly newer version. I always remember going to a party, I was quite a
stranger there, my wife and I didn't know anybody there; one of the first
persons to stand up and say hello said; I'm Mrs. Robert's Radio, She was Harry
Robert's wife. [laughs] And my computer. I've always been interested in things
like that. I think I've got it back working now. When I put it back together, I use it
for writing letters because my writing is so bad now it wanders all over. I throw
everything out now because I find missing letters. I've been technically minded
all my life. It keeps me occupied. I like to keep my brain working.
M: Have you heard of any products that help people be more safe or independent?
P10: I haven't heard of anything myself.

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P6: No.
P7: Oh, my call bell system, yes. That is very good. We rely on our call bells if we
are in trouble. We just buzz it and they come and speak to us. How they know
where to come, I never found out. [Laughs] If we want some attention and they
are not around us we press our bell and they come to us.
P10: All I use mine for is to press it in the morning to say that I'm ready for breakfast.
[Laughs] But I'm not… I'm more active than most, so… I could come out and
go downstairs.
P9: You do very well, L, don't you?
P10: Yes, my legs are a bit wonky, but otherwise..
P9: Got your stick to help you
P10: The stick is a nuisance; I use it for walking but when you want to do anything
what do you do with the stick? You've got to find somewhere to put it.
P6: Yeah, that's the trouble. [Pause]
P8: In sheltered accommodation, before I came here yes, in the end I had carers to
help me with the kitchen things. I used to have a [pendent alarm] but then I
used to go to bed, because my back is bad, I always sit on my right side I
couldn't go on my left. Sort of if you put that on at night, I was told: "be careful
cause you can roll on it" so I always kept it on the table by me so that I can
press it. But really this is bigger and better. What I always thought of that one:
say you fell on the floor and it wasn't a day when you can press it and so on it
was a night. You can't always reach those. I happened to me once, fell out of
the bed, it's dangerous. It is better than nothing but it's not the answer.
M: Any other products you use?
P6: We use bath chairs. Yes, we need help like that. Being put in [to the bath] and
get out again. Otherwise we would not be able to get in on our own. Have got
to have help like that all the time. Our independence is gone a little bit, I'm
afraid. You have to rely on somebody to help us.
M: How does it make you feel when you use them?
P9: It gives you more confidence.
P6: Yes. Oh yes.
P9: Feel much safer.
P10: Before I came here I used to bath, too. I and I had to use the stool, but it is
nicer when you go straight into the water. And of course to have somebody
else to wash my back for me. Even my wife didn't do that. I quite like this now.
It makes life easier certainly. Only a year ago I was so independent, had my
baths and all. It comes so suddenly.
M: How do you feel when you see others using such products?
P9: Me personally, I feel I'm very lucky I can do most of the things myself. Many
people can't do anything so I feel very grateful.
P8: All the old people should have help. Whatever circumstances they've got.
P6: I don't mind at all. Maybe they are more active than me..

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P8: Some of the friends that I had my age had them as well and they used them
and found them useful.
M: These products we are talking about, some people call them different names.
We have some suggestions here. Could you tell us which one you prefer the
most and why?
P10: I think it would have to be independent living products, I don't think technology
would help much. I like technology but I don't apply it to living very much.
P6: It's true, quite true.
P9: Yes…
P10: I am not quite sure what assisted living could be. Although I am quite
independent, it means that I can't manage and assistance might help there.
Before I came here my son in law offered me to sell a house and buy one close
to them but I said, I don't want to, I won’t to be looked after. I don't know which
category that puts me in.
M: We also have some example adds for you. Please tell me what do you like
about those ads and if they encourage you to think of the product in a more
positive way. The three are different so look at the image, read the message
just tell us what you think.
P10: [pointing to the picture with the doctor] that's good.
P6: Yeah, that's quite good, isn't it?
P9: It's good, yes.
P6: I like this one [pointing to a "live a quality life" picture] and this one [doctor
picture]. They just look happy together. Good.
M: And you said you like this one [picture with a woman on a mountain]. Could you
tell why?
P6: I don't know, the picture just took me.
P10: This is the one I chose [the doctor picture] but it has to be a good doctor.
Because I lost all confidence in a medical profession.
M: Would these pictures make you more likely to buy these products?
P6: No, not me.
P10: Possibly. But we think of that as just calling a doctor.
P9: They make you want to find out more about them by showing the product. I
would be curious to know what they are about.
P6: Yes, they would, yes…
P8: I think we would be interested [in finding out more about similar products].
People are not using that one. It's an awful lot of understanding that when you
are old that might not occur to you, if you know what I mean. Sometimes it's
more important. Like I never worry about anything, I just take each day as it
comes. By the time you reach my age you ought to learn how to deal with
things. How to weight things up and be tolerant. I didn't know a lot until I
reached this age. Now I try to give peace to people.

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M: Where would you usually find out about new products? Especially health-
related products and technology.
P9: Well, you are drawn to anything new; you want to find out what's going on,
don't you?
P6: Television, mostly.
P9: You are just attracted to find out what they have got to say but that's about it.
P9: Somebody usually tells us about some new products. Staff or a family member.
P8: I would ask my son.
P6: Sometimes you take a note of what doctors say but sometimes it cannot be
altered to the way they think so you just along with what you're used to and if
you find it beneficial yourself, that's good.
P8: I suppose a nurse or a carer or whoever is in charge of it. Whoever is trying to
make it look simpler for them. As long as they are not rushed. This is what I
find, I don't know about other people
M: What kind of source do you find the most reliable one? The one you would trust
the most?
P8: I have a wonderful son who lives in Bath who takes me to have something
tested if I need it.
P9: Well of course with us being here we rely on staff. Which they do a very good
job.
P6: Yes, marvelous they are.
P8: Staff, yes.
P9: We really rely on the staff.
P8: They don’t rush us. If somebody hurries me with something, I think: "Oh, give
me time, give me maybe a few hours". But if you hurry people, as reason of
being is they are slower in thinking. When my son tells something interesting to
me, but the has only got 15-20 minutes or so. Whatever he is explaining to me
is very fast, I say: "my brain is not going as fast as yours. It's slow." So don't
push them, just say how useful it would be to just go like that instead of [without
assistive products].
M: If they to recommend you a product like this, would you use it?
P6: Oh yes.
P10: This is what I would go for.
M: Do you think products like this would help you be more independent?
P8: If it was explained [that it is useful]. If it makes sense to me, it should to some
of them. It is easier for them to do whatever they do..
P10: Yes
P6: Yes
M: And live a more comfortable life?
P9: Yes

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P10: Yes, sure.
P9: If they [staff] advise it, I will take a note of that they say and rely on them giving
us a true picture.
P10: I don't believe in the Internet. I think is the biggest called out. Anything I see in
the magazines I like to find out more about before I do anything.
P6: Of course, yes.
P8: As long as they give the old people an explanation as to why it makes sense to
have it.
P10: You can say anything in the adverts. Every day you read that people found out
that the adverts are wrong and it [the product] won't do what it says.
P6: That's true.
P10: I've always liked to see a thing in a shop before I buy it. Handle it. Maybe try it
before you buy. Salesmen can tell you anything, the sell you anything. I've
bought a hearing aid from a reputable firm, cost me £250,
P9: oh, god…
P10: And it was never satisfactory. This is a National Health one, it cost me nothing
and it works much better. It is not perfect but it works much better. I would be
weary about buying things without trying them first.
P6: Well, of course.
M: So who recommended you to buy it?
P10: I think I bought it from adverts because I did not know anybody else using a
hearing aid. But it was pretty helpless. I later bought a cheap one from an
advertisement, which worked much better but wasn't so good, it was clumsy
thing, wouldn't fit, stuck out rather. But it worked much better.
M: So how did you decide that you need a hearing aid?
P10: I went without it for a while because my hearing wasn't too bad. I think the
doctor sent me to have my ears tested at the hospital and I ended up with
these. Only within the last two years.
P8: I can't always hear and it's not because of my hearing aid. My son had it
checked for me once, but isn't probably because my hearing has
deteriorated since this [the hearing aid] was done.
M: What about those buzz things that you all have: do you use them?
P9: Yes, mine is always in this bag. It's rater helpful. I have it on handle all the time.
P8: Buzz is very close to hand. I had a pendent alarm but this is bigger and better.
I think that is excellent. I can always reach it; it is always there even in the
middle of the night.
P6: I never used it. I forget I got it.
P9: In case of emergency I know there is somebody always at hand, if I press that
then they come to me. We've got enough confidence to be attended to.

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P6: Yes, of course. I was happy to use them as long as I could reach them. If you
lie on the floor and there is no help, then you can get hypothermia for old
people and they can be very, very ill just four or five hours before they get help.
P10: It's very useful for calling for my breakfast [laughs] But they know what time I'm
going to get up anyway.
________________________________________________________________________
Focus Group Interview 3
Moderator (M) Nurse (N) Participants 1 (P11)
Participants 2 (P12) Participants 3 (P13) Participants 4 (P14)
Participants 5 (P15)
M: Okay, um…first of all, a very simple question, could you please tell me anything
that help you…um…any products that help you and you are using frequently in
your daily life everyday?
P11: Walking stick, I usually use it.
M: How about you?
P12: And I will use walking frame, but if I go out, it’s going to be wheelchair.
P13: My carer helps me.
P14: It’s only wheelchair.
M: And anything that makes you safer?
P14: What do you mean?
M: Anything install in the house that makes you safer?
P14: Oh, there’s a bell system in the house.
M: How about you? Anything that make you safer or more independent? I think
you have a walking stick, have you? Do you find it’s useful?
P11: Yes.
M: Anything in your room that you are using?
P11: The bell.
M: So if there is any emergency, you can ring the bell.
P11: Yes.
P12: Yes.
P11: Anything that can help me to walk without a walking stick?

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M: There are some products like this, and may be if you want to wear hearing aid,
it may help you to hear well. That’s the thing that helps you. How about the
other electronic technology or devices like TV, do you have a TV in the room?
P14: No, I didn’t have one, but I could have one if I want it.
M: How about radios?
P14: I got radios.
P13: I don’t find anything really good on it.
M: How about you?
P12: Yes, I actually have some.
M: Do you use it often? Do you watch TV often?
P12: Yes, every evening, after I ate here, that’s about six o’clock.
M: Talking about the product we were talking about just now, like the walking stick
and the walker frame, what makes you to buy the products?
P12: My daughter bought it cause I kept falling.
M: So is it after one of the falls.
P12: Yes. But I have one before the fall, but that was just helping me, it wasn’t
necessary but I have one. But after I have a stroke, I have to have one.
M: So do you find it helpful?
P12: I can’t walk without it, but I was waiting for one of this.
P14: Yes, I can’t walk either, I had a lot of falls, and I had to come in.

M: So do you find it helpful?

P14: Oh yeah, because I can’t walk without it.
M: So that thing makes you more independent and safer as well.
P14: Yes.
M: So that’s the reason you bought this, and your daughter bought this because of
this.
P14: Oh, I didn’t buy it, I was given one of this, because I couldn’t walk and the
hospital gave it to me before I left to come here.
P14: I was just given it and help me walk.
M: So have you heard any other product that might help you like those kinds of
products in your daily life?
P12: Yes, I can’t walk anyway.

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M: Have you think of buying these products to make you walking?
P14: It’s all that we have, the frame and the wheelchair.
P11: I have a stick and eventually I have a frame.
M: Before you using these products, have you see or heard anyone using it? Your
neighbours and your friends?
P13: Yes.
P14: No, I don’t, I haven’t seen them until I came in to the hospital. They gave me
one to walk with.
M: So who recommend you to use it?
P14: The doctor and the physio people came to see me and gave me one and that
was it.
M: So they gave you one and tell you it will help you and then you use it? Did you
get tested before you use it?
P14: Not really.
P13: Just get used to it, I didn’t test it.
P14: The physio will tell you that it can go up and down. The physio people came
and check it out before to give it one to me.
Yes, it took a little way to walking in it, but it wasn’t hard or anything. Few days,
and watch your walk, they measure you but arm length, and they move the
height. As I said, I can’t walk without it, just happen like that, I was very fit, walk
miles like you before, but I couldn’t walk now without it.
M: Yes, I think that the stage where other people like you will get to, so we are
developing this kind of products to help, so other people can benefits as well.
P14: Do you get better one, have you known anything better than this?
M: Not particularly this one, but may be a pendant alarm, like the bells in your
rooms.
P12: Oh, yes, I was having one in my own home, it was all fixed up and I was paying
for it, and then I just had to finish when I came in here, I had to sell my house
and paid for this.
M: It’s a lovely place to stay I would say.
P12: Oh yes.
M: So before you selling the house, did you ever use the alarm?
P12: Oh yes. I was paying for it. They all fixed up in my house, didn’t use it very
much, then I came it here. And I have a lot of falls I have been in here, 3 in my
bedroom; the forth one I broke my arm.

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M: And then you use the…you press the button and call the emergency?
P12: No, I could get it to the time, I just had to wait.
M: Oh, I am sorry. Did you feel safer when the alarm is installed in your house.
P12: Sorry, I couldn’t hear you.
P13: Safer.
P12: Yes, I feel safer. Sorry.
M: It’s okay.
M: How do you feel when you see other people using it?
P11: Don’t take any notice.
M: How about if they have an alarm on their neck?
P13: Yes, I have a bell, but I have hearing problem and I can’t hear the bell, so I
have to get off to the floor.
M: What if the bell is really small and you can carry it?
P13: So I have been told that.
M: Is it better?
P13: I haven’t got one.
P12: She is trying to sell you one.
M: No, no, no, I am not trying to sell you something, just ask if there is something
like that, are you willing to have it?
P13: Yes. I suppose I would, if … you don’t know what would happen to you. Yes, I
would have it; obviously you just need to press it on you rather than on the
wall.
M: How about you? Do you want to have it?
P13: I am not in that situation.
M: So you don’t want it, could you tell me why?
P13: I don’t know.
P11: I never have one.
P14: That one was around my neck.
M: you don’t feel like having one?
P12: If there’s anything I need, my s will see to it.
M: What if you feel like you need something, will you tell your daughters?

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P11: Yes.
N: Brenda, this lady is going to talk to you about how you can live independently.
So did you get anything in your home, do you know what have been put in
place in your flat?
P15: I don’t know.
N: But you are going into the bordering control.
P15: I got into a bordering house where I was with my friend. So there I get food.
N: Yes, you are getting into sheltering home.
M: Hi, we are from university, we are students from the university of Bath.
P15: I can’t say.
M: You don’t have to think.
P15: The walking frame.

M: You are using the walking frame, right?

P15: I use the walking frame all the times, even get off the bed, go to the toilet,
everything, without them I can’t do.
M: So while you are using this product, and you find it very helpful, right?
P15: oh, absolutely.
M: so would you recommend other people who need those products?
P15: Yes.
M: And would you like to share them your experience and tell them it is really good
to have one?
P14: Well, we can’t live without it, that’s what I would say.
P13: We need something to hold on to all the time.
M: While you are using this product, how do you feel about the other people
looking at you?
P14: Well, we can’t walk without it.
M: How about you, using the walking stick in public?
P12: If I go out, I seldom use it, my daughter will take me, I just get into the car and
go out with my daughter, then sit in the car again, I don’t go far.
M: Would you concern other people’s feelings if you use this product?
P12: I don’t think about the people, they don’t worry, they just look away.
M: How do you feel if you see other people using this?

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P14: if I go out, I have to go in the wheelchair, I don’t take this because the doctor
said that, that’s what I ought to do.
P15: I don’t use the wheelchair when I go out, but somebody has to take care of me.
M: So those products that we are talking about, they have specific names on those
things, and we have three names for these, I wonder which one would you
prefer?
Assisted living technology, the first option. The second one, independent living
technology. The third one, independent living product. Which one does you like
the best? So we have the names of this kind of products, but we want to test
which name you think the best?
P14: We only know this one. I don’t know, you tell me.
M: Which name do you like best?
P13: Independent living product.
P14: Independent living product, the bottom one I think.
M: You like this name, why?
P14: That’s the one I know.
M: you don’t know the others.
P14: Yes.
P15: I should have got all those.
M: So which name would make you feel better, or make you more willing to use
those?
P11: Last one, independent living.
M: Yes, that’s really important.
P11: I don’t know much about technology. I don’t know at all.
M: How about you?
P14: The bottom one I say.
M: why you like the bottom one?
P15: I suppose it helps us by saying independent living product.
P13: When you read, they all said the same.
P14: we call it a frame.
M: Yes, but we can call it independent living product as well. So independent living
product is like a range of products, rather than a specific one. So this one is a
walking frame, it’s a specific product, but it’s not a range. So what we are

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 asking is like the range of the product, the name of that range. So it’s not about
one product, it’s a lot.
And also for those products, we have made some message and ads. So we
have three of them talking about the same product, which one would you like
the best?
P13: Are you trying to sell things?
M: No no no, we just ask do you like it or not. So these ads are designed by us, so
we designed it and we want to find out that if people like this kind of ads, and
then we can suggest may be the producer or the marketing people to use
similar things in their ads. So they are designed by us.
P14: which are the things you designed?
M: All of them, It’s not selling you guys anything, it’s just about your opinion.
P14: We can’t afford to buy anything else, we pay for this place.
M: Yes, exactly, we won’t make you buy anything, we just want to know if you like
it or not. Have you seen all of them.
P13: I can see the man, what is he doing?
M: Push up, exercise.
P14: I don’t understand.
P13: I think I like that one ‘Be Young Again’
M: You like this slogan?
P13: I like to be young.
M: yeah, they have different slogans, different pictures.
P15: If I have to live independently it will be difficult, because you know I wouldn’t
find it easy, because I need the frame to support me to keep me steady, you
know.
M: So which picture would you like that best?
P15: The doctor one.
M: Let’s do this one by one, so we can hear your opinion clearly.
P15: I like the independent one, I know I can’t be totally independent at my stage,
even get to bath, I need help to make me feel safe.
P14: Touch of a button is what I need. I like this one.
M: How about the slogans, which one you like most?
P14: Reliable way to keep independent.

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P11: I can’t think of anything else.
M: So you agree with them?
P11: Yes.
P12: I don’t like the quality one.
P13: I like the doctor one.
M: Thank you. The last thing I would like to talk about is where do you usually get
information from? The information about these products?
P12: My daughter.
P14: Well, from the physio people.
M: How about TV, magazines, or newspaper?
P11: I can’t read a lot because it’s hard for me.
M: But you can just speak to people and get information.
P15: The hospital, after I had my operation.
M: I think that’s it, thank you very much for your help.

________________________________________________________________________
Focus Group Interview 4
Moderator (M) Nurse (N) Participants 1 (P16)
Participants 2 (P17) Participants 3 (P18) Participants 4 (P19)
M: Before we start could you please write some examples of the technologies that
you use in the house? Things that you would consider technology that you use
in your daily life. Just a few examples are fine.
P19: Things which are useful in the house?
M: Yeah, any technology that you use in the house.
P18: I realized that I am thinking of all the things that could go wrong and I am
writing it up.
M: So that’s how you think of technology?
P17: Yes, I realized that.
M: OK, if you want to go around the circle and introduce yourselves to the group
again and list some of those technologies that you use in the house. Anybody
wants to start?
P16: Yup! I am D. I use laptop computer, digital camera, radio and TV, washing
machine, toaster, mobile phone, landline phone, and a dishwasher
occasionally. That’s all. Would you like to put my bicycle down? My car? It’s not
in a home…
P17: My name is J, I use TV, washing machine, toaster and a telephone.

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P18: My name is A and fortunately I think most of mine have been mentioned
because all I have is gas cooker, hot water boiler and then ran by electricity
lighting in the house, radio, TV and telephone – I have no gadgets like that at
all
P19: I am E. I have TV on remotes, hoover, microwave, I have a computer of which
I don’t make much use of, I have a car and I have an electric lighting. I can’t
think of anything much else. I don’t have a mobile phone.
M: You don’t need many.
P19: I feel because I am not using this computer to the fullest its extent because I
don’t have mobile phone and everybody else has and my son who seems to
know everything about computers etc. I am feeling rather slightly ashamed in a
way I am ashamed; I know two digital cameras but I don’t really understand
how to use them and it seems too long and complicated a business to learn to
use them so I happen to be taken aback by ordinary cameras. I feel on one
side that I am missing out on things because I have not mastered these things
but then in a way I am so much interested in other things that I feel to spend so
much time going onto a computer course when I can continue trying to learn a
language and so almost a waste of time.
M: On that note why would you use the innovative technology products so
something that has just come out or was on a market for just a little period of
time? Why would you use some of these products?
P19: Well, there again. I feel… I feel I would be missing a lot because these little
apps and people who use them and they see TV and all kinds of things on
them and I think: one there’s nobody around to teach me. I haven’t got sort of
nearby grandson who is an expert on these things who would teach me and
who would have a patience to teach me.
P17: If it’s any comfort I was persuaded to get my first digital camera this Christmas
by my daughter it’s her second hand camera. She persuaded me, it was idiot
proof, it’s really, really simple without any fancy stuff that you get confused by
and I accepted it on condition that she would show me how to use it and
including downloading it to a computer and then how to get it out of the
computer to a memory stick which then I could take to Boots and get nice
prints because that’s what I wanted – nice prints and not just people showing
me things on their laptops as that’s what they do. Yes, that was part of my
conversion was with an instruction exactly.
P19: Not only to show you and talk to you about it but to show you the process, to
take part in the process and whether the problem you could say: “What do I do
next?”
P16: That’s, that was what I need to get me over the next step.
P19: The young people I know – my niece and other one or two young people I
know they haven’t the time or patience to show me.
P18: Ah! Terrible!
P19: I feel they are terribly busy getting on with their own lives. Right, carry on
simplifying your own life rather than…

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P16: They are very impatient. Daughters, if I have a problem with a computer and I
am saying: “Can you show me how to do such and such?”, they tat a lot and
are very impatient. And we have a short tussle about who’s going to have a
hand on the mouse. And I say, you know, don’t show me, tell me and then I will
learn it. Write it down with a pencil goes to this, go to that, go to other and I
won’t let them take over the mouse because all they will do is wiz click, wiz
click, wiz click and I am none the wiser.
P19: I bought two books, quite expensive, £15 each – “Computers for Seniors” or
“Cameras for Seniors” and they are so complicated on page 1 they don’t say
well the first page is let’s identify parts of the… I feel like I could write my own
book about them but nobody does this. They purport to be writing a Digital
Cameras or Computers for Seniors but on page one they are not for you they
don’t say on page one..
P17: They are not written by people who understand what it’s like not to know and
often I find instruction manuals are written to be used in many different
countries therefore…
P18: You are irritated of all the excess writing that you know so much to read, so
much to ignore.
P16: So one of your points would be excess technology. What we want is very
simple things – a button - click [laughs]. On and off, take photograph – click.
P19: And this is… sorry, to go a little bit further – I live by myself. I am long divorced
man and a happy person and I don’t mind loneliness and I don’t suffer from
loneliness but never the less I feel it nobody really cares for me. I don’t feel like
I have a lot of care from other people. Not that I go to bed sobbing about it but
all these complications of all the technical things and lack of straight forward
books on the subject and or somebody willing to show me with some patience
seems to accentuate this lack of care or sympathy. I feel with my local GP for
example he’s not terribly interested in me. I don’t, thank goodness, any real
physical problems with me but when I go and see him he’s not, there’s no
real care shown and therefore I feel no practice is contributing to this feeling
that nobody is caring for me. At the same time I say I don’t go to bed tired
about it and there are lots more people suffering pain and what have you but
it’s all tied up with this business of being ignorant of not doing this, this and this.
Missing out on more technical things even though I have plenty of interests –
I love reading books, I read them in three or four languages and I am still
learning and this excites me and this is a great support and I love art and
learning about opera, learning about art and these are lovely, beautiful things.
Sorry, I’ve got=ne on but you get the picture where the technical things… I am
forgetful about things but not about…
P16: I was just going to ask would you like a really good stereo system? Do you
have that? So that you could listen to opera on it with surround sound you know
you could be at the Royal Opera House.
P19: I am living in a flat you see and therefore I can’t have surround sound. I have a
reasonable stereo system I bought it 15 years ago but now it no longer works
and I am dependant on playing CDs and what have you turned down so that I
don’t disturb my neighbours but my brother has a good stereo system but he
lives in a detached house but he is not into music in a way that I am. I am

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 thinking of paying someone to get my turntable working again and use my vinyl.
I got quite a lot on CDs and what have you and on DVDs.
P16: So you are making a point to note that this gentleman would use technology
more but it is a problem of us being crowded together in flats so that therefore
that’s one of the reasons to be reluctant. As our hearing fades I turn mine up
and I am always worried about neighbour next door.
P19: Someone coming down – this is too loud. And I notice that in order to hear
some of my TV or whatever I am turning it up. That’s sounds low to me but is it
too loud for my neighbours? I don’t hear their TV, I used to hear an old lady’s
TV and even when I phoned her up she said: “Oh, shut up!” and would go and
turn it up. She was 93 and what have you she was one of these well sick skin
people.
P16: But they are interested in barriers that we have to adopt technology and this
was one of them – our failing hearing and we are worrying about disturbing the
neighbours. So somebody could come in and soundproof your flat.
P19: Yes, I would turn it up.
P16: You would turn it up and you would be happier.
P17: And enjoy it.
P16: And enjoy it, yes!
M: On that note do you know of any products that might help you to solve some of
these problems? Or any other products that would make people’s lives easier
or safer?
P16: Headphones?
P19: Yes, I have headphones. But that doesn’t connect with my TV. My TV won’t
accept them, I can’t plug them in. I have other things that might work. Another
aspect of all this is the reluctance to make use of devices to make life easier. I
have a sister and a brother in law and he is having physical problems and heart
problems and my sister has start dementia or Alzheimer’s she’s managing the
two of them together but they are reluctant to accept help because we are
managing all right by ourselves. They don’t like somebody coming in so they
won’t have carers going in. They now accepted, he’s accepted, a waterproof
mattress because of his problems; instead of drying it of by the radiator when
he’s had an accident, things like that. Former dentist, my sister is just getting
more forgetful, more slow moving, she keeps the house in order, does the
ironing but there’s reluctance to accept things. I wanted to come back down
with my stick this morning thinking that that’s an admission of weakness but it’s
not because I am leaning on it but I have slight trouble with my feet and it
steadies me up a bit. It’s a steadying stick not a support stick.
P16: It gives you confidence.
P19: But you see there is a reluctance to admit you… my sister and brother they
don’t want a cleaner, they did have a cleaner but she irritated my brother in law.
One of the things they don’t have cleaners feel is that a cleaner will go and tell
all the neighbours about their frail existence.

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M: When it comes to technology and it gives you an opportunity not to invite a
strange into the house do you think that would make people more acceptant of
assistive technology?
P17: Technology in the house?
M: So let’s say like a waterproof mattress if it gives you an option of not having
somebody in the house to clean for you and enable you to do these things
yourself do you think they would be more interested in having these products?
P16: That’s a good point.
P19: What products do you have?
P16: That didn’t occur to me of course the waterproof mattress is a piece of
technology.
P19: Yes, it is.
P17: I haven’t thought of it but you are quite right you picked up on the right phrase
“strangers in the house”. Many, many people are very reluctant of that and
you are saying technology might be an alternative.
P19: There used to be sort of thing you know the pillars of society. He’s a dentist
you see. Better paid than doctors at one time and all going to church but now
lots of their friends have died and they want to go on feeling that they are…
P18: Independent?
P19: Independent and pillars of the community and they are anything but pillars they
are both…
P16: Flying buttresses?
P19: Sorry, what?
P16: Flying buttresses?
P19: [laughs]
P16: Supported from outside.
P19: You see I am…yesterday, um. I am not even using pen and paper to record
things in diaries. I went to the class yesterday and I remembered, I tried to
remember, when the last, about two months ago, when this class was taking
place. But I did not note it down and yesterday I went and waited outside the
place for about half an hour in the cold in order to see if another member of the
class would turn up and somebody did so I walked forward and said: “Yes,
nice to see you!” and we had our class. Because I had mistaken the time and I
did not want to admit that I had not noted it down. Even noting it down is as
feeble as that.
P16: So, just picking up one of the points that I have written down is our pride. Pride
is… you want to know why people are reluctant to acquire or buy
technology, which helps. One of the reasons is pride and also I would want to
raise a question of labels as well. We don’t want to be seen as old and
disabled. We don’t want to be seen/perceived as disabled therefore your
contact lenses are better than my glasses because they can’t be seen, right?
And also hearing aids hidden, hearing aids are becoming much more
unobtrusive. Some are even in the end of glasses and they are flesh coloured.

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 They used to be very obvious and now they are becoming more discreet.
That’s because people don’t want to be seen disabled and you even with
your stick you didn’t want to explain, you didn’t want to be there.
P19: I nearly came down with an umbrella, which I bought recently. It is lighter and
more convenient. That doesn’t have a hook on it but umbrella you can you see.
And I thought it looks a little bit daft coming down with an umbrella and yet it
gives me a rather…
P17: Stability?
P19: easier to handle. Gives me this little steadying point rather than support. I
would put it down as one of the reasons. I like things that are hidden, hard to be
seen, so that technology is discreet; that’s the word I would use.
P18: I has just been listening a lot of it, of course, would cover me as well. So I don’t
think I have anything magically new.
M: So when you actually see people using these products like you say you’ve
mentioned hearing aid or again a walking stick something like this, what do you
think of these people?
P18: I can answer that. I nearly, I was about to leave my flat, come down and I was,
out of the blue, why don’t I take a photograph of myself, my aunt and my
sister down? And I think there’s no reason to do take it down but you would
have found my aunt who had polio when she was young had callipers and a s
tick. We were photographed wearing nice clothes because I was going to my
brother’s wedding you see so it was we were just about to enter the church in
the photograph and it would show that for me seeing somebody with a stick or
anything other visibly different with callipers doesn’t worry me because I grew
up with her and she was my mother’s sister, she didn’t marry and therefore I
was... it wasn’t a new thing. There were families been brought up especially
post WWII with NHS who hasn’t seen somebody with a visible problem.
P17: Correct.
P18: And therefore when they do the look.
P16: They stare.
P18: But our aunt Mary was there long before I was born and so I got used to it. So
that’s what I am offering.
P19: You have that fellow from Falkland’s Island
P16: Simon. Welsh guardsman
P19: Welsh guardsman who was burned.
P17: Yes
P19: Telling the tale about how he was sitting in a carriage and young child kept on
staring at him and he said well 20 years before people wouldn’t have stared at
him because there were other people with deformities or injuries etc. and they
were well known. But the person hadn’t got used to seeing people with
difficulties and hasn’t been taught the politeness to take no notice – don’t stare
etc.

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P16: I would counter that a little bit in that I have a cousin whom I never met with a
Down syndrome and they put him in a home. That’s what happened 50 years
ago. I never saw him. They never came to any family gatherings, they never
came out really. I don’t know if he is still alive. But now for example Down
syndrome people who look different are freely in community much more visible
aren’t they?
P17: We have somebody who lives next door with Down syndrome, Berty, he wasn’t
given a chance. He lived with his parents. They were well off – prosperous and
they had mother in law living with them. They insisted upon him living in the
home. They dressed him horribly and he only could walk for… and you would
get used to seeing him but he hadn’t been given, if he had been given
instructions, if he had been better dressed he would have lived in the
community more.
P16: So people with physical deformities that might be able to use technology to get
around better and cope in society what do we think? Do we think they –
sometimes people don’t want them to have it? Their parents? Their carers?
Don’t want them to have it?
P19: I don’t know what else you have there? What are you developing? What are
you hoping? There used to be a shop in the passage there and if you felt that
you had problems with your water works, problems with walking you could go in
there and say: “What do you have available for me?” But that disappeared and
I don’t know where you go for these particular aids.
M: Would you go to one of these shops?
P19: Wouldn’t be terribly keen I would much prefer I suppose to be medically
advised by this but, another thing, it seems that if you have problems with
walking, dizziness, strokes or what have you they push you out of hospital as
soon as possible and then you are hit by an occupational therapist that comes
along and fills your house with bars…
P16: Aids
P19: aids, extra bannisters and so forth and little trollies and what have you and all
is a great help. Then you feel such a waste. Whereas other people would go
to these particular shops, there used to be one here in lower Bristol road, and
buy these extra seats and what have you but that’s no longer there. If you
decided you couldn’t get them out of Red Cross or whatever I wouldn’t know
where I would go, except I suppose now you are here, there’s RICE up the hill,
if I am having problems I would go there. But I wonder whether my GP cares
enough to suggest I go there.
P17: Do you live with Alzheimer’s and what have you. People with memory problems
and trying to solve them. You take tests with them, you know all kinds of things.
I am astonished you are not in contact with them.
P19: I am suggesting there is a lack of communication here. I got a GP who shows
he’s not terribly concerned about my deafness of my feet you know. Well this
is incurable; we don’t know origin of it, if you don’t feel like you can drive it’s
your responsibility to give up your license. I thought to myself: “Thank you very
much” and I looked it up on the Internet and got more information on the
subject. Lack of communication.

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P18: Poor health service here is not helping people because time past I lived and
worked in Canada and I worked in GP’s office and my boss whose parents had
fled from Romania met up in Paris and had him born in England. And my boss
was interested because he was very good at rheumatism in joint and bone
problems and we had a lot of elderly people and difference in care I want to
bring up between an office in which I worked so I know how it was working
there and here and here when I was deemed you know stopped working when I
got repatriated back to England where your relative will look after you but
relatives have left of course. Here you book and it may be a different person
from last time of course you can wait for somebody who has seen you before
but you will have to wait longer. They just deal with whatever is the presenting
symptom, they like to write a prescription and get you out. There is no whole
body, whole life care system whereas which is what we had in Canada. It was
much better because payment system was different. Here the doctor will be
given a salary I believe. Over there, because I was a secretary bird, I help out
with bills regularly. It was a listing, it would change each year a few pennies
extra or off.
P17: What is it – tariff?
P18: Yes, tariff. Everything you did for them. So when we got somebody through the
door, we looked after them. But that’s the difference, if you are trying to help
people here a lot of them, we all have doctors, and we can get attention but it is
not really careful, focused on the individual and so on.
P16: And holistic, it’s not holistic. It has become very fractured. Everything’s broken
off.
P18: So that is a big problem. I’ve tried, at times I’ve thought honestly I can think I
can manage on my own, go to chemist, get something and take myself home.
P19: There was a time where you could go to a drop in centre, which was near M&S
central. Drop in there and you were encouraged to drop in there and get your
blood pressure tested. Then they moved it, that was short walk in centre, and
it seemed to be keeping tabs on things if you needed to see a doctor that day
they would arrange your practice and you could go there. But then it became a
long walk in centre, they moved it outside a mile or so away by Green Park
station. I called it a long walking centre and they still tested your [blood
pressure] but now they have given up that. You can’t, there isn’t sort of caring,
you don’t feel that’s a caring service there any longer.
P16: What’s a barrier here? Is it lack of information about the products that might be
available and access to experts that could advise you?
P19: Recently we had a, well, from time to time, I would have, I think we all probably
had them a private firm offering to do various tests on you. And eventually
because I had some tenderness over this side of my body a feeling. I went and
paid up £130 pounds where I had lots of tests on various arteries and then I
showed it to my GP who then referred me to a doctor, to a specialist. I went to
the specialist who did not do any further tests in NHS and as a result I’ve gone
through tablets you see. Something for my artery going up my brain. I am
mulling these things now but the doctor is still not terribly interested in… You
see, I am interested, I lock my door and I am 83 and a half and I am worried
about a stroke. But £5 a week, 10£ a week to press one of these private

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 systems seems a lot of money at the moment. Perhaps I should have a mobile
around my neck or something. I am very careful around my flat I have lots of
wires..
M: If it wasn’t for the money. Would you wear one of these things?
P19: Possibly I would, yes. Possibly I would. But £20 a month, I could well afford it
but do I need to shall we say. But I don’t know what else you have that is caring
to make me feel a little bit steadier or other people that have problems. I don’t
know what other people have. What sort of other problems other people have. I
live up three flights of steps that give me exercise and I always hold onto
barriers or I lean against the wall sometimes and it gives me that extra
steadiness.
P17: Aren’t you worried about? So you say you lock your door, aren’t you worried
about having a stroke or a fall inside your flat and…
P19: There is a key elsewhere in the group but that is an anxiety. It is a very stout
door but what other things do you have?
P16: That you could offer them.
P19: Let’s see what I have missed out on. I am missing out on a lot of technical
things because I am too frightened of them or too frightened of the expense of
them you know an iPod or one of these super 4G phones etc. What are you
thinking of might be useful?
M: I will come back to that but I want to rephrase that as a question to you three – I
if you actually might think of well I might need some kind of assistive product
who would you discuss that with? Or would you go to doctors? Because if you
actually start thinking that I might need some help somewhere who do you turn
to?
P18: When I was you know tran… returned to England from Canada you know post
work I was returned here specifically to Bath because my brother’s number
one child, family of four, was in Bath. She is a clever girl, a doctor and would
be an ideal arrangement.
P17: This is your nice?
P18: Yes, my niece.
P17: And how often do you see her?
P18: Not often.
P17: [laughs] I feared that was coming.
P18: Right, anyway, so I packed up my home, I transferred across and so on and I
got a flat here, right. And she, um, that husband was number three and he
wasn’t perfect so she has moved on and now she is with husband number four
and lives in Bristol. The situation which looked very good for a retiring woman
you know suddenly becomes a little bleaker. Fortunately I got good general
health and I like walking and I could walk from here to Bradford on Avon and
back.
P19: Your feet are all right.

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P18: That’s right you see. So my general health is good but there could be
improvements from time to time who knows but the fact is what happens if, you
know, discarded nephew, poor lonely man, I think he is courting and I hope that
he does settle and I hope he has a nice kind girl, she doesn’t have to be terribly
clever or terribly brilliant but I think he ought to have something kind. That’s the
person I would get in touch with. You know the discarded nephew, that’s the
nearest person.
P16: He is not your real blood relative.
P18: No, he is nobody. I did not have that many relatives in Canada but when I
stopped working I was wondering what to do with myself you know and there
was a knock on the door and I thought that’s odd who is this. So I go to the
front door – yes? And there was Debby and she said to me “Can you thread a
needle?” I was very surprised, I was very glad that you arrived at the door.
They were usually soliciting contributions for a worthy cause…
P16: So this is her opening line?
P18: Yes, can you thread a needle?
P16: And then she recruited you to their broidery group.
P18: Well, actually it was the quilters.
P19: What a lovely moment I thought. Here is somebody who is having a trouble
threading a needle.
P18: Noooo, and therefore like one of those machines that you can buy especially in
the eye hospital in Bristol I bought one for my mother who likes sewing etc.
these little machines etc.
P16: What does this bring out … I am sure I interrupted…
P18: I have all these friends then you see, it took twelve of us.
P16: All sitting around.
P18: Sitting around. You see. It’s a tradition. It’s useful because it’s cold winters and
very sensible thing to do and we all chatted and if we you got a problem
somebody in the group would know the answer or would get her husband or
cousin whatever it is. And it was, this was my group, so I was removed from my
group since Bath. There is this problem.
P16: What I wanted to bring out is that what we want is human contact. That’s what
a very high priority isn’t it? Human contact.
P18: And if they have to be paid this will cost money and state can’t afford it.
P16: Yes, and also technology could help human contact not substitute for it.
P17: There was a time when various bodies, unions, former employers used to have
staffers associations, used to be civil service friends association, and they
would have people go out and visit people; people who were ill and so forth. A l
ot of that they folded that and no longer people do go out visiting people.
P19: But The other day appeared on the TV saying the new phone will tell you, there
was a general exhibition going on or conference going on, and said this phone
will keep you in complete command – you will know that you have forgotten to
turn your gas off, you press a little app and it turns it off. You can warm up your

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 dinner or turn the stove off or even feed the cat. If you forgot to feed the cat you
press a little app. It seems to me somebody had a very expensive phone 4G
etc. that could do just about everything close doors in the house, lock your door
etc. But you see that’s the FUTURE that made me feel even more worried that I
am missing things and frightened that I am not with it and lesser of a human
being.
M: Would you be interested in such kind of products?
P19: I would like to, I would like something to remind me on occasion. At the
moment I am in a danger of, I have an over blanket and recently I have noticed
I have left it on in the morning when I get up and I think I’ve switched it off. Now
I always have 3 or 4 plugs into this outlet and now I have started to pull out the
whole plug. I don’t trust myself to switch off things. I pull out the whole plug and
I know it’s done. Instead of leaving this over blanket folder over my bed etc.
and using up a lot of and causing a danger you see.
P16: Causing a danger, that’s right.
P18: If you developed the basic thing of how it would work, you know. Now if you
would have a lot of applications on it is going to cost for each one you add. If
your firm developed something that had say four things it would do..
P16: Simple.
P18: Or six or something likes that. People could come and say well I am OK for
that, I don’t need that but could you do something for the cat or whatever it is.
P19: Yes, yes, yes.
P18: That way you could get enough people together purchasing to make it
worthwhile to develop and sell and yet customized it for individual
requirements.
P17: Customize it, yep.
P18: Does that help?
M: Yes.
P18: Would you actually be interested in.. No, I am OK at the moment, physically
and things like that. But you know, listening to what he said and thinking
especially with the cat, I haven’t got a cat because I live on my own and you
know who is going to feed Tiddles if I have gone on holiday. But I thought that
was an idea because your firm wants a saleable product something that’s not
going to run them into the red that they can sell enough. But we are all different
and our requirements will be different.
M: On that note, so if we think of these products that are actually helping people
we have some suggestions on how to actually call them. We have three
alternatives here, could you tell me what do you think of these names and what
name would you find more appealing to you?
P17: Middle one [Independent Living Technology]
M: Middle one.
P18: I might change the end of the first word to independence living technology.
Because people will catch on the word independence – they want to stay on

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 their own. They don’t want to be… they need a little bit of monitoring but they
are not going to admit to it. Would you change that to ‘ce’?
P18: It’s a small change.
M: Which one do you like in general?
P19: Yes, yes, I agree along with the second one [Independent Living Technology].
M: Second one?
P19: Devices…
P16: That’s right, they got to find manufacturer who will actually produce them.
P19: I see the last thing that talks about products. Technology is frightening, isn’t it?
Devices…
P17: You are put off by the word ‘Technology’?
P18: Technology, yeah. I wouldn’t understand it.
P16: But couple of points I would make is one is that you quite rightly picked up that
people need to be tailored to the individual requirements. We already got that
so it’s bang on about it. But also I have a problem of people and labels. People
do not want to be labelled. But some people do want to be labelled. It is not
something we in British society have resolved. Now the advantage of having a
label is that you can tick a box and I was entirely funded by getting boxes
ticked. So I would get the money if I could say this person got dyslexia, this
person has dyspraxia, this person… I would have, against each name, I would
have a tick and that was the reason we were given the money. However some
people are very reluctant to be labelled and also for quite a lot of them, high
proportion of people, which particular box you would tick is very vague. It’s not
quite clear they would have a little of overlap between disabilities. Especially
the hidden disabilities… Where there is more than one thing. And it’s often the
overlap that causes the most problems.
M: If you think of seniors and labels what do you think that positive and negative
labels that people might associated with elderly or seniors and which ones you
would better get rid of and which ones you would accept quite eagerly? And
how technology and independent living technology or independent living
products shaping or exactly changing those labels?
P16: What we don’t like to be called is old, gaga, crippled, and unsteady on your
pins, away with the fairies, deaf.
M: Can technology help one way or another?
P16: Yes, all these things technology can help with.
P17: One of the things that I have belonged to an elderly persons’ club senior
friendship group has about 20 – 30 people in it. And I am having great difficulty
with people’s names. Originally one of the members produced a sheet and as I
came in they had their number stuck on them and it was immensely helpful now
that’s dropped and you got to work hard at your memory and it is so difficult.
P18: Yes, that’s right.
P19: Yes, it is. There are various ways that I wish nowadays that the chairman or the
leader calls upon us to announce our names etc. it isn’t anyway as useful as

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 stick on label that you can see and start to learn and associate you know with
somebody who has a particular hair style.
P16: Make an association.
P19: And you work on it. There is something there and quite simple it was this stick
on label. I can’t think of an improvement.
M: Talking of associations we have a few example ads here. Please look at the
pictures, look at the words and they are just symbolic, they are examples. Let
me know what you think about these. We put a pendant alarm as an example
of a product. You can think of any other independent living product that might
be in the place of this one. This is just an example. Any initial reactions or
emotions on pictures, what they are saying, the words and so on. Anything that
you can comment on. Which one would you like, which one would you make
feel better about the products, maybe willing to buy them, be part of it.
P16: These are very badly written.
P19: To start with that is difficult to read. It is dark print on black background.
M: People actually comment on that quite often.
P16: Be young again, meaning, we are not necessary guilty being old and this here
is so bad you have to read your way through… Capitals.
P19: And yesterday and there was a poster on the door and it said something that
should never happen: “Be on your guard against..” and I had to stand there and
work it out and it meant “Abuse of the elderly” and “Abuse” was so cramped
together large letters and I thought is this the beginning of Alzheimer’s or
something. Whoever does these things ought to be doing something much
better and I do agree that English is so bad there… What are these people
getting paid for?
P17: For example where people of certain generation and educational standard find
it offensive to be given this sort of stuff we recoil from it. We react badly to it.
And also it is very patronizing don’t you think? Doctor, white coat, statoscope.
P18: And young.
P16: Young and good looking. We know when we are being fooled.
M: So you think the doctor is patronizing?
P16: Everything about it is patronizing.
M: What about the main messages? What do you think?
P17: Visual or written?
M: Both. We can start with visuals if you want to look at them again.
P16: Are you asking us to choose which one is best?
M: Not necessarily. You don’t like any of them, you can say that. If you think that
one is better than the other that’s good as well. So really anything that you think
about it but if you can comment on each of them a little.
P17: I remember seeing a poster or a magazine at for an old lady and she was in
her home. It showed an old lady and she was in her home and she was
collapsed – fallen over, she tripped over something, that’s right, I remember

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 she tripped over something and she was pushing a button so instantly, visually
I could see the situation. I could see the situation. That’s what I wanted. When I
am fallen over something, bang my head, and I push the button. That was
much clearer that those ones. From those ones I don’t really get any message.
You have to be more explicit.
P18: If someone can really climb to the top of the mountain and so on.
P17: There’s not much wrong with them. And anybody can have an accident at the
top of the mountain and call mountain rescue. Pushing this isn’t going to bring
mountain rescue.
P18: It’s a little improbable.
P16: One with the mountain is improbable. The one with the doctor is patronizing.
M: If you think there was an elderly doctor do you think it would be better?
P16: No, I will tell you what. It immediately shrieks to me ‘Private Medicine’ – I
expect “BUPA” to come up here not the NHS.
P18: I would have not been least surprised if I looked carefully again to find discreet
possibly
P17: Getting to pay you money.
P16: Pay money. So this guy is not in NHS he is a private doctor wanting money.
P19: He is wearing a tie. Consultant is ideally dressed in short sleeved and no tie.
Because you are not transmitting diseases.
P16: We don’t like be young again. Do we? Because that’s impossible and we are
not stupid we know that. What’s the other one? That’s it. We don’t like any of
them.
M: What about the messages – live quality life and reliable way to keep
independence.
P16: Personally I don’t like it all in capitals because capitals shout at me. So the font
is wrong and even though it’s quite big, fonts are good size I am not
complaining about that. On a light background it is much easier to read.
P18: A contrast is not very good.
P16: Here it’s poor. Because it has gone across where it’s dark.
P18: Whereas this one is not too bad.
M: What do you think of the words?
P19: Not much.
P17: Not much.
M: OK. In terms of the pictures. What kind of imagery would make it more
attractive to you? When we are talking about independent living products.
P17: Well I demonstrated one which was, I remember, it actually went into my brain.
P18: Show an accident or disaster, not as big as a disaster, show an accident,
photograph an accident.
M: But something quite negative I see. So that people look.

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P16: But this is for emergencies that are what it is for. You are not going to use it
when you are talking nicely to a doctor. Are you? These are not situations
these are needed in. But I take her point – they are trying to give positive
images. That you can continue to be independent and healthy if you have this
thing.
P19: You can have somebody out for a country walk perhaps alone or perhaps
walking along canal bank with a group of people and there is a focus. One
character is made out to be just as happy as the rest but somehow surround
shows that this is an older person walking with the group, taking part in the
group.
P16: Normal, being normal.
P17: Normal, walk either an older person by himself just about to get out for a walk
looking happy and confident or a member of a group that somehow accented
that is part of a group.
P16: But that they are secure. Something positive.
P17: They are happy, they can go off and do that sort of thing, because they are not
scared, because they have this thing hidden down here.
M: So group membership is important?
P18: Group membership, well if you see, if they have a group maybe they don’t need
the magic machine for pressing which is ver..
P17: But it gives them that security.
P18: Yes.
M: When you think of information channels where you find out information about
the independent living products I asked you already where would you go I
guess my other question would be which source of information would you find
reliable and trustworthy.
P16: GP. That’s the answer to both questions. Where would I go? I wouldn’t know
otherwise. I might do some research online.
P18: I don’t use online at all. I would have to ask GP but I would probably ask the
nephew by marriage down the road.
M: We do have some examples of sources of information here. There is a
difference between first few questions. So the first one is where do you actually
see the ads and the second one is if you were planning to buy something
where would you actually turn and look for information. If you could cross if you
find it reliable or not that would be great as well.
P16: I’ve ticked online websites but I can’t think of any examples. I think the word
that came up, that E used, psychology is quite important to you here what’s the
psychology of it. So overall what you are getting is we find it difficult finding
information and know what’s available – we don’t know. Because we are not on
the inside like you are, we are on the outside and also there is this whole
business of pride and whole business of difficulties with technology. Our brains
just don’t work the way my children’s brains work use of computers, PC and
laptops and mobile phones. We just don’t, can’t hack our way through it. So
that’s quite a serious barrier.

! 385!
M: You have mentioned GP as a source of information. But then you had a GP on
the picture and you said one is patronizing.
P16: No, he was a hospital doctor.
M: Oh, ok. So that is the difference. How do you define a difference between a
hospital doctor and a GP? Is it a dress?
P16: We think of GP still as a family doctor who has known you for a long time.
Knows all your family history and can spend some time with you in a holistic
way. We have heard evidence today that that has been eroded a lot. I haven’t
actually seen my own GP in for years and years I always get a new one I never
get same one twice. That I idea has been eroded but that is how we still regard
very fondly our GPs whereas hospital doctors – very, very busy. You don’t get
to see them. Their nurses are barriers between you and the doctor very much –
they are gate keepers and often they are specialists who look at one very
narrow aspect of your life. You meet them very fleetingly so we trust them far,
far less.
P18: They haven’t looked after us for a very long period of time. Supposing the local
doctor is doctor Brown he would have looked after the whole family. He may
have looked after you, at various times he came in and out and he seems OK,
he usually got the right answer.
M: That’s really makes a difference between a GP and hospital doctor for you.
yeah, so one is much more trustworthy that the other.
P17: Correct, that’s right.
M: OK, interesting.
P16: Contact.
P19: That all is not lost.
M: Thank you very much…..

! 386!
5. Financial Statement

Item No. of items Cost/item ( ) Total ( )

Travel
Bus (Sponsor meeting) 6 3.4 20.40
Bus (Focus Group) 2 3.6 7.20
27.60
Interview
Microphone recorder 3 2 6.00
Entertainment 22 30.00
Focus Group
Entertainment 4 57.00
93.00
Administration
Post 1 6.9 6.90
Printing 3 5.40
Final Report 2 126 252.00
264.30
Total 384.90

! 387!
6. Meeting Log
Group Meeting
Attendee

Amy Wang
Sally Chan

Fomiskina

Tae Shin

Caroline
Seytan
Ahmet
Jelena

Zhang
Date Agenda

1 04-Oct-12 Initial Meeting ✓ ✓ ✓ ✓ ✓ ✓

Relationship building/Role/Area
2 08-Oct-12 ✓ ✓ ✓ ✓ ✓ ✓
of Study
PPT Preparation for Initial
3 10-Oct-12 ✓ ✓ ✓ ✓ ✓ ✓
Sponsor Meeting
4 15-Oct-12 PPT Practice ✓ ✓ ✓ ✓ ✓ ✓
5 17-Oct-12 Research Question Structuring ✓ ✓ ✓ ✓ ✓ ✓
Report, Project Outline/ Research
6 18-Oct-12 ✓ ✓ ✓ ✓ ✓ ✓
Methods
Develop Question/Observe
7 18-Oct-12 ✓ ✓ ✓ ✓ ✓ ✓
advice from advisor
8 19-Oct-12 Research on Open Innovation ✓ ✓ ✓ ✓ ✓ ✓
Research Question Structuring
9 24-Oct-12 ✓ ✓ ✓ ✓ ✓ ✓
based on Open Innovation
Complete Final Proposal and
10 25-Oct-12 ✓ ✓ ✓ ✓ ✓ ✓
Prepare for Sponsor meeting
11 29-Oct-12 Research Question Amendment ✓ ✓ ✓ ✓ ✓ ✓
Identify new area of study to
12 30-Oct-12 ✓ ✓ ✓ ✓ ✓ ✓
research
13 01-Nov-12 Literature Review ✓ ✓ ✓ ✓ ✓ ✓
14 08-Nov-12 Literature Review ✓ ✓ ✓ ✓ ✓ ✓
15 15-Nov-12 Literature Review ✓ ✓ ✓ ✓ ✓ ✓
16 19-Nov-12 Question schedule - Elderly ✓ ✓ ✓ ✓ ✓
17 21-Nov-12 Question schedule - Middle Age ✓ ✓ ✓ ✓ ✓
Practice Interview between team
18 24-Nov-12 ✓ ✓ ✓ ✓ ✓ ✓
members
19 26-Nov-12 Interview review ✓ ✓ ✓ ✓ ✓ ✓
20 28-Nov-12 Interim Report ✓ ✓ ✓ ✓ ✓ ✓
21 03-Dec-12 Interview update/review ✓ ✓ ✓ ✓ ✓ ✓
22 10-Dec-12 Interview update/review ✓ ✓ ✓ ✓ ✓ ✓
23 29-Jan-13 Interview analysis (nvivo training) ✓ ✓ ✓ ✓ ✓ ✓
24 07-Feb-13 Focus group ✓ ✓ ✓ ✓ ✓ ✓
Focus group/ sponsor meeting
25 14-Feb-13 ✓ ✓ ✓ ✓ ✓ ✓
preperation
Focus group update/review/
26 21-Feb-13 ✓ ✓ ✓ ✓ ✓ ✓
analysis
27 01-Mar-13 Final Report Discussion ✓ ✓ ✓ ✓ ✓ ✓
28 04-Mar-13 Final Report Discussion ✓ ✓ ✓ ✓ ✓ ✓
29 08-Mar-13 Final Report Discussion ✓ ✓ ✓ ✓ ✓ ✓
30 13-Mar-13 Final Report Discussion ✓ ✓ ✓ ✓ ✓ ✓
31 14-Mar-13 Final Report Discussion ✓ ✓ ✓ ✓ ✓ ✓
32 15-Mar-13 Final Report Discussion ✓ ✓ ✓ ✓ ✓ ✓
33 16-Mar-13 Final Report Discussion ✓ ✓ ✓ ✓ ✓ ✓
!34 18-Mar-13 Final Report Discussion ✓ ✓ ✓ ✓ ✓ 388!
✓
 Advisor Meeting
Attendee

Caroline Zhang
Ahmet Seytan

Amy Wang
Sally Chan

Fomiskina

Tae Shin
Jelena
Date Agenda

1 04-Oct-12 Initial Meeting ✓ ✓ ✓ ✓ ✓ ✓

2 18-Oct-12
Research Question Discussion ✓ ✓ ✓ ✓ ✓ ✓
3 30-Oct-12
Research Question Discussion ✓ ✓ ✓ ✓
4 16-Nov-12 Project Update ✓ ✓ ✓ ✓
Interview update/ Final report
5 12-Dec-12 ✓ ✓ ✓
formation
Interview update/ Focus group /
6 12-Feb-13 ✓ ✓ ✓ ✓ ✓ ✓
Final Report
7 14-Mar-13 Final report ✓ ✓ ✓ ✓ ✓ ✓

Sponsor Meeting BIME, Pain Research

Attendee

Amy Wang
Sally Chan

Fomiskina

Tae Shin

Caroline
Seytan
Ahmet
Jelena

Zhang
Date Agenda

1 26-Oct-12 Final Proposal Discussion. ✓ ✓ ✓ ✓ ✓ ✓

2 22-Nov-12 Project Update ✓ ✓ ✓ ✓ ✓ ✓
3 18-Feb-13 Project Update ✓ ✓ ✓ ✓ ✓ ✓
4 11-Apr-13 Scheduled for FYP presentation ✓ ✓ ✓ ✓ ✓ ✓

Other Meeting
Attendee
Amy Wang
Sally Chan

Fomiskina

Tae Shin

Name of
Caroline
Seytan
Ahmet
Jelena

Zhang

Date Agenda
contact

Prof A. Advice on Consumer Behaviour

1 05-Nov-12 ✓ ✓ ✓
Shankar Theory
Advice on Psychology of a
Prof Y.
2 27-Nov-12 Consumer and Qualitative ✓ ✓ ✓ ✓ ✓ ✓
Gabriel
Research

! 389!
SCHOOL OF MANAGEMENT
FINAL YEAR PROJECTS

Proposal Form - Company Section

Company Name: University of Bath (UoB), Bath Institute for Mechanical Engineering (BIME),!
Address: c/o Lisa Austin
Research Manager
Bath Research and Development
Research Design Service
University of Bath
Contact Name(s): Lisa Austin (University of Bath)
Telephone: +44-1225-38-6575
Email: (email L.Austin@bath.ac.uk)
Issue statement - what is being investigated:
The Cooksey report on UK health research funding (HM Treasury 2006) identified two gaps in the
translation of health research: from basic research to developing new therapies or treatments and,
secondly, transferring these into clinical practice. In order to bridge this gap, HEI researchers need
to move from ideas, to prototype and on to commercialisation, before the bringing innovative new
therapies to clinical practise, improving lives.
Via a recent knowledge transfer award, the Centre for Pain Research developed mobile assistive
therapy treatment in conjunction with Bath Institute for Mechanical Engineering smart home
technology, to support independent living in the home, for individuals with long term conditions. The
project brought together partners with academic expertise, a health and social care partner and
industrial collaborators. Prof. Chris Eccleston worked with Dr Nigel Harris at BIME and colleagues at
the Brain Injury Rehabilitation Trust in Sussex, to develop the technology and to plan for its
commercialisation. Other partners on the project include Ivory Egg, a leading UK supplier of home
automation products.

Context/Background to this issue:

We now require more research on the necessary `push’ by the research team i.e. making the
research product/innovation more acceptable to industry and research on knowledge linkage and
exchange - bringing researchers/industry decision makers together to accelerate adoption. Our
ambition is to find a clear evidence-based business strategy for implementing the proposed
individualised systems for users and cares, to manage their condition in this new and emerging
marketplace.

Suggested research methods:

Fundamentally, this represents an opportunity for students to help develop the business model for a
new healthcare innovation. The exact nature of research will develop over time but at this stage it is
expected to include:
• Secondary research on the current industry context (e.g. the competitive environment)
• Primary research on key marketing messages, communication vehicles and market
segmentation
• Analysis of market potential

How will the company assist students in conducting the research (eg. access to staff,
customers, supply chain partners etc).
A steering group will be established and will meet every three-four weeks during the lifetime of the
projects. Dedicated contacts from BIME will be established to assist with access to partners and
necessary contacts.

Desired outcomes:
• What are the opportunities and limitations for the product?
• Who are the key customer segments and how could they be made aware of the product?
• How could such a product become economically successful? What strategies should be
adopted?

! 390!
SCHOOL OF MANAGEMENT
FINAL YEAR PROJECTS

Confirmation of Final Year Project Form

Administrative & financial aspects

The sponsor is required to pay the following:

(i) Administration fee of £1000 + VAT, payable to the University on successful completion of the
project
(ii) Expenses budget for team to cover costs incurred in carrying out the research (to include items
such as travel, telephone, stationery, report printing, focus groups, purchase of research
reports/journals etc.). The proposed expenses budget for this project is: £300. (Note: Expenses
budgets in the past have varied from £300 to £3000, depending on the research requirements, but
the average spend is £1000).

To the Project Sponsor:

Please confirm the offer of a Final Year Project for 20010/11 by completing this form, then signing
and returning it to the Projects Office, School of Management, University of Bath BA2 7AY -
preferably by email (ugprojects@management.bath.ac.uk) or fax (01225 386942).

Project Finances

The company agrees to fund project-related expenses incurred by the team to a proposed
budget total of £ 300

Project Team Details

Team Number: 22

Student Names: Ahmet Seytan, Jelena Fomiskina, Tae Young Shin, Yueyue Zhang, Mong I
Chan, Mengdi Wang

I/We understand that the Project will only proceed subject to the approval of the University of
Bath, School of Management

Name:

Job Title:

Telephone:

Email:

Signature:

Date

! 391!
SCHOOL OF MANAGEMENT
FINAL YEAR PROJECTS

Proposal Form - Student Section

Student names: Ahmet Seytan

Jelena Fomiskina
Tae Young Shin
Yueyue Zhang
Mong I Chan
Mengdi Wang
Academic research question underpinning the study:

What factors affect elderly people and their family’s perception of assisted living
products and what stimuli can be employed to change this perception?

Identify the main functional area of management that this project relates to (circle):

HRM Organisational Behaviour Operations/Supply Information Systems

Decision/Risk Analysis Marketing (Consumer Behaviour/Psychology) Accounting/Finance

Identify key theories / references in this area that will underpin the theoretical contribution of
the study
Reference Theory/Contribution
1. Loken, B. CONSUMER PSYCHOLOGY: Possible models of persuasion for consumer
Categorization, Inferences, Affect, and purchasing decision. Negative and positive
Persuasion. Annual Review of Psychology, effects of elaboration, attitude strength,
2006, 57:453–85. resistance, confidence, ad repetition, ad spacing,
incidental ad exposure and fluency are dealt;
explains the effects of these models on
consumer psychology.
2. Lau-Gesk, L., Meyers-Levy, L. Emotional Understanding of different persuasion techniques
Persuasion: When the Valence versus the in advertisement
Resource Demands of Emotions Influence
Consumers' Attitudes. !Journal of Consumer
Research, 2009,36: 585-599.
3. Ginter, James L. An Experimental Investigation The relationships among attitude change,
of Attitude Change and Choice of a New advertising exposure, and choice of a new brand
Brand. Journal of Marketing Research, 1974, on an individual basis.
11(1): 30-40.
4. Krishna, Aradhna. An integrative review of The five main senses that might influence the
sensory marketing: Engaging the senses to way consumer perceive the products.
affect perception, judgment and behaviour.
Journal of Consumer Psychology, 2012, 22(3):
332-351.
5. Lutz, Richard J. Changing Brand Attitudes Experimental tests of two strategies for attitude
Through Modification of Cognitive Structure. change suggested by multiple attribute attitude
The Journal of Consumer Research, 1975, 1(4) models indicate that the strategy of changing
: 49-59. consumers’ perceptions of brand attribute
possession offers considerable potential. The
viability of a strategy designed to change the
values consumers attach to attributes, however,
is less certain.
6. Narayana, C.L., and Rom, J.M. “Consumer Be Influence of awareness and unawareness on the
haviour and Product Performance: An consumer’s choice of brands
Alternative Conceptualization”. Journal of
Marketing, 1975. 39(4): 1-6.

! 392!
1. Yoon, C., Cole, C. A., and Lee, M. P. A framework focused around the degree of fit
Consumer Decision Making and Aging: Current between the person and the context. Suggests
Knowledge and Future Directions. Journal of individual characteristics such as age, health
Consumer Psychology, 2009. 36: 585-599. status and cohort influence the abilities and
resources of consumer purchase decision-
making, and that task and contextual factors
affect the demands that are placed on these
resources as people age.
2. Simcock, P., Sudbury, L., and Wright, G. Age, Popular assumptions about differences between
Perceived Risk and Satisfaction in Consumer age groups need to be challenged in order to
Decision Making. Journal of Marketing better understand risk and its reduction.
Management, 2006. 22: 355-377.
3. Chikweche, T., Stanton, J., and Fletcher, R. Different members of the family have different
Family purchase decision making at the bottom roles in influencing the purchase decision. These
of the pyramid", Journal of Consumer roles are not static but can change over time,
Marketing, 2012. 29 (3): 202-213. thereby affecting the buying process.
4. James F. Engel Roger D Blackwell; Paul W Understanding the concept of buying centre.
Miniard. Consumer Behaviour. Chicago;
London: CBS Publishing 5th ed. 1987

! 393!
SCHOOL OF MANAGEMENT
FINAL YEAR PROJECTS

Proposal Form - Student Section

Research methods to be employed:

Possible research methods to be employed;

Secondary research
• Academic review of existing theories and models
• Market analysis
Primary research
• Interviews (2 segments: elderly and middle-aged (as children making decisions for the parents)
• Focus groups (2 segments: elderly and middle-aged)

Access required to completed project (eg. to customers, the company, their partners)

• The sponsor
• The elderly people (65+)
• The middle-aged people with parents

How will this access be achieved:

Through Sponsor or/and Independently

Managerial relevance/importance of findings:

• Understanding of consumers for innovative assistive products

• Providing recommendations for marketing strategies
• Preparation for presenting business cases to potential partners

Academic relevance/importance:

• Understanding and influencing the psychological perception of the elderly and middle-aged
people about the value of assistive technology products
• Determining factors that influence the perception of the elderly and middle-aged people about
the value of assistive technology products
• Increasing the impact of the research on the practical usability
• Exploring further avenues for economic success of the products

! 394!
 NOVEMBER 2012

BBA Final Year Project

Interim Report
Team 22
Ahmet Seytan
Jelena Fomiskina
Tae Young Shin
Yueyue Zhang
Mong I Chan
Mengdi Wang

! 395!
INTRODUCTION
This report presents the progress on completing the Final Year Project by the
Team 22. Our sponsor, Bath Institute of Medical Engineering (BIME), is an
independent charity working to improve the quality of life of children and adults with
disabilities and healthcare problems through the use of technology. They are
developing innovative assisted living products for these purposes. While their core
competence is in identifying needs and developing products to meet those needs,
they are not very successful at commercialisation of the products. Therefore our
contribution is to find out what they should do to successfully commercialise their
current and future products through finding partners. We will do that by developing a
marketing proposal for assisted living technology while simultaneously contributing to
current academic literature by answering the following research question - What
factors affect elderly people and their families’ perception of assisted living products
and what stimuli can be employed to change this perception?

PROGRESS AND CHALLENGES

Research Proposal
The initial proposal, prepared by BIME, stated that they face problems in
commercialisation process of developing assisted living products. Furthermore, it
stated that our team should analyse the market, create marketing strategies, analyse
possible partnership options and prepare a partnership strategy for BIME. Therefore,
we prepared two research questions and some sub-questions before we met with
our academic advisor.
In the first meeting with our academic advisor, we realised that the research
questions agreed after the meeting with the sponsor had very limited relevance
academic literature. With the help of our academic advisor, we translated the main
requirements of the client into the research that identifies the gap in the management
literature. Therefore, we moved our focus more on academic contribution. As our
academic advisor warned us about the danger of the topic being too broad when
researching both partnerships and marketing, we decided to choose the one that
would make the most significant practical and academic contribution. We found that
partnerships are a more practical issue rather than an academic one and it is very
impractical to access secondary or primary data for partnerships research with the

! 396!
 limited resources available to our project. Besides, we realised that without a clear
marketing proposal a successful partnership with an established business is very
unlikely. Thus, with the help of our academic advisor, we decided to focus on
marketing and innovation topics.
Due to infrequent meetings with the client, it took us more time than expected
to finalise the research question. Our sponsor, who is unfamiliar with business
processes, underestimated the amount of effort necessary for bridging the gap
between the need in the market and successfully finding commercialisation partner.
We explained effectively to the sponsor that given resource constraints do not allow
us to develop both strategies, and that a solid marketing proposal will likely lead to a
successful partnership, not the other way around. The client agreed but it took us
another meeting to define what our market is, meaning if we target only elderly
people or expand to include their children or younger carers as potential purchasers
or decision influencers for buying assisted living products for the elderly. We agreed
to learn why people resist buying assisted living technology and how this resistance
can be overcome.
Research Design and Execution
We entered into in-depth literature review process immediately after we
confirmed the final proposal and general research methodology with sponsors. First
of all, we introduced theories of self-presentation, social influence, and reference
group to understand the perception of the elderly consumers about the product.
Later as we expanded our research to the family or voluntary carers of the elderly
people to determine the purchasing decision making roles within their families.
Additionally, we applied the Diffusion of Innovation model to examine target groups’
technology adoption trends. We believe it would help us to generate appropriate
marketing strategies later in our research too.
Since we considered our research has been well supported with academic
theories, we moved on to designing the data collection process. The research
methods were chosen in the light of the literature; after further study of qualitative
research techniques, an operationalization table for semi-structured in-depth
interviews was designed. Additional analysis of interview techniques, etiquette and
best practice was done to help us ensure accurate and reliable results to be
delivered. In the meantime, the team created an interview advertisement to be

! 397!
 placed in town, a leaflet to be given out to people when approached directly, and a
placed in town, a leaflet to be given out to people when approached directly, and a
standard text to be sent out to potential target group communities via emails to
standard text to be sent out to potential target group communities via emails to
recruit interview candidates. There are two pilot interviews have been done so far;
recruit interview candidates. There are two pilot interviews have been done so far;
both were successful and the data obtained will be used in the data analysis. We are
both were successful and the data obtained will be used in the data analysis. We are
continually evaluating the interviews to improve each member’s interview skills and
continually evaluating the interviews to improve each member’s interview skills and
to maximise the value of each interview in the future.
to maximise the value of each interview in the future.
Challenges
Challenges
We faced some challenges in the process of recruiting and interviewing our
We faced some challenges in the process of recruiting and interviewing our
representative sample groups: the senior group and the middle-age group. The
representative sample groups: the senior group and the middle-age group. The
response rate from the adverts placed in the city centre proved to be much lower
response rate from the adverts placed in the city centre proved to be much lower
than expected. We faced the same challenge when emailing target group
than expected. We faced the same challenge when emailing target group
communities. In solving this problem, we decided to be more proactive on recruiting.
communities. In solving this problem, we decided to be more proactive on recruiting.
We’ll approach people directly in town or campus rather than rely on recruiting
We’ll approach people directly in town or campus rather than rely on recruiting
adverts and emails alone.
adverts and emails alone.
Secondly, we had to draw specific attention to our interview techniques as we
Secondly, we had to draw specific attention to our interview techniques as we
expect it to be a challenge for us as inexperienced interviewers. Experienced
expect it to be a challenge for us as inexperienced interviewers. Experienced
interviewers advise that sometimes it will be hard to manage the interview process
interviewers advise that sometimes it will be hard to manage the interview process
as participants can talk too inconsequentially, off the subject, too vaguely, or say
as participants can talk too inconsequentially, off the subject, too vaguely, or say
very little at all. Therefore, we are aware that keeping participants in the right
very little at all. Therefore, we are aware that keeping participants in the right
direction and building rapport is a skill we need to develop for obtaining valuable
direction and building rapport is a skill we need to develop for obtaining valuable
data. We conducted mock interviews, first within the group, then with friends
data. We conducted mock interviews, first within the group, then with friends
unfamiliar with the topic, before we considered ourselves ready to conduct pilot
unfamiliar with the topic, before we considered ourselves ready to conduct pilot
interviews. We paid great attention to our communication style, cultural
interviews. We paid great attention to our communication style, cultural
considerations, sensitivity, and respectfulness in perfecting our conduct.
considerations, sensitivity, and respectfulness in perfecting our conduct.
At the start of the project we used many different channels (e.g. webmail,
At the start of the project we used many different channels (e.g. webmail,
Facebook, email, and text) for internal communication actually making the
Facebook, email, and text) for internal communication actually making the
communication inefficient. To deal with the inefficiency, we discussed it during the
communication inefficient. To deal with the inefficiency, we discussed it during the
meeting and the whole group agreed to use the university webmail as a core
meeting and the whole group agreed to use the university webmail as a core
communication tool.
communication tool.
TEAM ROLES AND RESPONSIBILITIES
TEAM ROLES AND RESPONSIBILITIES
Initially we divided all administrative tasks to be carried out within the team for
Initially we divided all administrative tasks to be carried out within the team for
duration of the whole project. Ahmet is responsible for contacting and arranging
duration of the whole project. Ahmet is responsible for contacting and arranging
meetings with the academic advisor. Jelena is assigned to be a sponsor contact. Tae
meetings with the academic advisor. Jelena is assigned to be a sponsor contact. Tae

! 398!
 is responsible for record-keeping, updating team calendar and preparing monthly
is responsible for record-keeping, updating team calendar and preparing monthly
reports. Later in the process, as suggest by the sponsor, Tae and Caroline also
reports. Later in the process, as suggest by the sponsor, Tae and Caroline also
became responsible for producing a weekly sponsor update. Sally owns the
became responsible for producing a weekly sponsor update. Sally owns the
preparation and the final polishing of all visual materials: presentations for the
preparation and the final polishing of all visual materials: presentations for the
sponsors, interview adverts and leaflets, introductory materials for interviews and
sponsors, interview adverts and leaflets, introductory materials for interviews and
focus groups, etc. Caroline is responsible for taking over administrative tasks when
focus groups, etc. Caroline is responsible for taking over administrative tasks when
the actual owner is unable to contribute, e.g. taking notes, etc. Amy owns
the actual owner is unable to contribute, e.g. taking notes, etc. Amy owns
communication with School of Management lecturers, external to FYP, but who are
communication with School of Management lecturers, external to FYP, but who are
able to help with the theories underpinning our research. Jelena was decided to be
able to help with the theories underpinning our research. Jelena was decided to be
an official leader, managing the workload and any potential or occurring conflicts
an official leader, managing the workload and any potential or occurring conflicts
within the team. As a leader, she also chaired the first two meetings with the sponsor
within the team. As a leader, she also chaired the first two meetings with the sponsor
after which it was decided to rotate the ownership of facilitating the meeting and
after which it was decided to rotate the ownership of facilitating the meeting and
providing formal updates within the group. Amy was the chair of the November
providing formal updates within the group. Amy was the chair of the November
meeting while others will lead in the second semester.
meeting while others will lead in the second semester.
The whole team participated in research and analysis of the client, its
The whole team participated in research and analysis of the client, its
background and competitive position, the industry and the relevant social trends. The
background and competitive position, the industry and the relevant social trends. The
team equally contributed to initial literature review to define the research question
team equally contributed to initial literature review to define the research question
with accordance to the requirements of the sponsor. After defining the research
with accordance to the requirements of the sponsor. After defining the research
question, the literature was split among the members to make sure there is an expert
question, the literature was split among the members to make sure there is an expert
serving as a point of reference on each topic. After the individual research, the
serving as a point of reference on each topic. After the individual research, the
findings would be presented to and critiqued by the whole team and then jointly
findings would be presented to and critiqued by the whole team and then jointly
integrated into one model. The team jointly participated in the detailed design of
integrated into one model. The team jointly participated in the detailed design of
interview process and an operationalization table as well as in the recruitment of
interview process and an operationalization table as well as in the recruitment of
interviewees. The interviews are held by each member, working in flexible pairs,
interviewees. The interviews are held by each member, working in flexible pairs,
depending on the individual availability for a scheduled interview.
depending on the individual availability for a scheduled interview.
AMENDMENTS TO ORIGINAL TIMELINE
AMENDMENTS TO ORIGINAL TIMELINE
There are no significant deviations from the original timetable, however, some
There are no significant deviations from the original timetable, however, some
adjustments need to be made due to delay in submitting the final proposal and
adjustments need to be made due to delay in submitting the final proposal and
recruiting the interviewees. The delay in submission of the final proposal was caused
recruiting the interviewees. The delay in submission of the final proposal was caused
by the difficulties in agreeing the research question as mentioned in the research
by the difficulties in agreeing the research question as mentioned in the research
proposal section resulted in a one-week deadline extension by the Project
proposal section resulted in a one-week deadline extension by the Project
officer. The delay in the recruitment of interviewees is caused by the insufficient
officer. The delay in the recruitment of interviewees is caused by the insufficient
replies resulting from our recruitment techniques. We are currently very flexible and
replies resulting from our recruitment techniques. We are currently very flexible and

! 399!
 proactive in simultaneous recruitment and data collection and expect no significant
effect on the future timeline. The amended Gantt chart for our project is attached in
the Appendix.

MEETING LOG
3 meetings were held with sponsor. All team members attended each
meeting. The Dates and attendees for each meeting are as below:

Sponsor Meeting BIME, Pain Research

Attendee

Amy Wang
Sally Chan

Fomiskina

Tae Shin

Caroline
Seytan
Jelena

Ahmet

Zhang
Date Agenda

1 15-Oct-12 Initial Meeting ✖ ✖ ✖ ✖ ✖ ✖

2 26-Oct-12 Final Proposal Discussion ✖ ✖ ✖ ✖ ✖ ✖
3 22-Nov-12 Project Update ✖ ✖ ✖ ✖ ✖ ✖

We held two to three group meetings weekly, which all members proactively
participated in. Where a member was inevitably unavailable, meeting was updated
afterwards to ensure his/her comprehension. Specific details of each meeting and
attendees are given in below:

Group Meeting
Attendee
Amy Wang
Sally Chan

Fomiskina

Tae Shin

Caroline
Seytan
Jelena

Ahmet

Zhang
Date Agenda

1 04-Oct-12 Initial Meeting ✖ ✖ ✖ ✖ ✖ ✖

Relationship building/Role/Area
2 08-Oct-12 ✖ ✖ ✖ ✖ ✖ ✖
of Study
PPT Preparation for Initial
3 10-Oct-12 ✖ ✖ ✖ ✖ ✖ ✖
Sponsor Meeting
4 15-Oct-12 PPT Practice ✖ ✖ ✖ ✖ ✖ ✖
5 17-Oct-12 Research Question Structuring ✖ ✖ ✖ ✖ ✖ ✖
Report, Project Outline/Research
6 18-Oct-12 ✖ ✖ ✖ ✖ ✖ ✖
Methods
Develop Question/Observe
7 18-Oct-12 ✖ ✖ ✖ ✖ ✖ ✖
advice from Advisor
8 19-Oct-12 Research on Open Innovation ✖ ✖ ✖ ✖ ✖ ✖
Develop Question Structuring
9 24-Oct-12 ✖ ✖ ✖ ✖ ✖ ✖
based on Open Innovation

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 Complete Final Proposal and
10 25-Oct-12 ✖ ✖ ✖ ✖ ✖ ✖
Prepare for Sponsor meeting
11 29-Oct-12 Research Question Amendment ✖ ✖ ✖ ✖ ✖ ✖
Identify new area of study to
12 30-Oct-12 ✖ ✖ ✖ ✖ ✖ ✖
research
13 01-Nov-12 Literature Review ✖ ✖ ✖ ✖ ✖ ✖
14 08-Nov-12 Literature Review ✖ ✖ ✖ ✖ ✖ ✖
15 15-Nov-12 Literature Review ✖ ✖ ✖ ✖ ✖ ✖
16 19-Nov-12 Question schedule - Elderly ✖ ✖ ✖ ✖ ✖
17 21-Nov-12 Question schedule - Middle Age ✖ ✖ ✖ ✖ ✖
Practice Interview between team
18 24-Nov-12 ✖ ✖ ✖ ✖ ✖ ✖
members
19 28-Nov-12 Interim Report ✖ ✖ ✖ ✖ ✖ ✖

We have had four meetings with the Academic Advisor, Chris Archer-Brown;
apart from frequent communication through email.

Advisor Meeting
Attendee

Amy Wang
Sally Chan

Fomiskina

Tae Shin

Caroline
Seytan
Jelena

Ahmet

Zhang
Date Agenda

1 04-Oct-12 Initial Meeting ✖ ✖ ✖ ✖ ✖ ✖

2 18-Oct-12 Research Question Discussion ✖ ✖ ✖ ✖ ✖ ✖
3 30-Oct-12 Research Question Discussion ✖ ✖ ✖ ✖
4 16-Nov-12 Project Update ✖ ✖ ✖ ✖

We have also sought further academic advice from the academic staff at the
University of Bath. The meeting were attended as shown below:

Other Meeting
Attendee
Amy Wang
Sally Chan

Fomiskina

Tae Shin

Caroline

Name of
Seytan
Jelena

Ahmet

Zhang

Date Agenda
contact

Prof A. Advice on Consumer Behaviour

1 05-Nov-12 ✖ ✖ ✖
Shankar Theory
Advice on Psychology of a
Prof Y.
2 27-Nov-12 Consumer and Qualitative ✖ ✖ ✖ ✖ ✖ ✖
Gabriel
Research

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CONCLUSION
To summarise, we are generally keeping on track with the project. Each team
member is assigned with tasks and making contribution to the project. The team
provides weekly updates to both BIME and the academic advisor. Currently, we are
continuing the interview recruitment and data collection process. It is expected to be
finished by the end of this semester. Data analysis will take place in January 2013,
followed by the second data collection stage – focus groups – in early February
2013. The whole project is expected to be completed by the end of March and we
will produce a final report by then.

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