How can brands capitalise on the evolution of wearable technology... by Cain Knight

Buckinghamshire New University Faculty of Design Media, Management Clare Business School

(Advertising management with digital communications)

How can brands capitalize on the evolution of wearable technology and how this could affect the future consumer?

Dissertation Wednesday 29th April 2015 Word Count: 10,145 Supervisor: Vic Davis I certify that this submission is my own work and understand Buckinghamshire New University’s regulations about, and the consequences of plagiarism and cheating. Author: Cain knight Signed:............................................. Date:...............................

Table of Contents Abstract ................................................................................................................................. 3 1.0 Introduction .................................................................................................................. 4 1.1 Objectives: ................................................................................................................. 6 2.0 Literature Review ....................................................................................................... 7 2.1 Introduction: ............................................................................................................ 7 2.2 Consumer Behaviour – understanding how we think and buy. .............. 7 2.2.1 The adoption process: .................................................................................................. 7 2.2.2 Perceptual process ....................................................................................................... 10 2.2.3 Consumer data: ............................................................................................................. 13 2. 3 Current wearable technology, how and why? ........................................... 16 2.3.1 How can these devices effect us as a consumer? ............................................ 19 2.4 Will fashion and wearable technology live happily ever after? ........... 20 3.0 Methodology .............................................................................................................. 24 3.1 One on one interview: -‐ ...................................................................................... 24 3.1.1 Bushra Kelsey Burge -‐ Fashion and wearable device expert .................... 24 3.1.2 Steve Reynolds -‐ Marketing expert and guest speaker for Samsung wearable devices ..................................................................................................................... 26 3.2 Unsystematic naturalist observation research ......................................... 27 3.3 Short burst interviews ....................................................................................... 28 3.4 Heba Zayed email interview ............................................................................. 28 4.0 Results .......................................................................................................................... 30 5.0 Analysis and Discussion ......................................................................................... 41 6.0 Conclusion and Recommendations .................................................................... 48 Bibliography ..................................................................................................................... 52 Appendices ........................................................................................................................ 58 Acknowledgements and Skills .................................................................................... 98 Supervisor Meeting Diary ............................................................................................. 98

Abstract This research will explore the emergence of wearable technology. Understanding how “More than 75 million wearable devices will be deployed in enterprise and industrial environments between 2014 and 2020” (Bourne, 2015) and what effects this might have on the users. Reference will be made to theories such as the adoption process (Bourne, 1959) and how wearable technology can be applied to survive on the consumer market. Consumer behaviour will be further understood and how data collection can personalise tasks, such as fitness measurements and bio stats (Fitbit.com, 2015) for the health and fitness industry. This will also be based on consumer behaviour theory, such as the perceptual process (Solomon, 2006) and the rational decision process (Blythe, 2008). It will discuss how technology has become wearable and how brands have encouraged the consumer to overcome issues these device face and how the consumer will begin to accept these devices. Currently an individual is confronted by “600-‐625 potential exposures” (Media Matters, 2007), this study will conclude how “new devices can help to analyse responses to marketing; of 3,500 daily messages, that currently have 99% no impact” (Gibson, 2005). As the user wears these devices, this study will acknowledge how brands are currently trying to overcome the limitation of joining technology with fashion. Techniques brands use to try gain the acceptant into the competitive fashion market, estimated to reach £10.7 billion pounds online alone in 2014 (Academic.mintel.com, 2014) will be discussed and evaluated. Other issues will also be included such as how the data protection acts and privacy laws will prevent some of this data from being used (Gov.uk, 2015).

1.0 Introduction The following sections will explore the impact wearable technology can have on a consumer. Looking at what technology is currently available and how it can relate to areas such as health and biostatistics. In addition, possibilities that wearable devices may be capable of in the future will be explored. Using primary and secondary research, wearable technology will be scrutinized in order to understand what types of devices are entering the consumer market and what is helping them to survive. Current limitations such as conjoining fashion with wearable technology will be explored, along with other reoccurring disadvantages that the research has unveiled. Other issues with data collection, such as data protection and privacy laws will be briefly be discussed to acknowledge why this might impact wearable technology. Reference will be made to how brands can overcome some of these issues, and how product placement in movies and celebrity endorsements can be a powerful medium For example CuteCircuit is a wearable technology and interactive company that creates innovative designs that seamlessly integrate technology with fashion (The Creators Project, 2015). From (appendices 1) you can see the integration of smart textiles, into Katy Perry’s ball gown making the garment change colour. This allows the consumer to begin to accept the fusion of technology and fashion. Future innovations of wearable technology will be explored to grasp how this technology can positively impact the consumer’s life, “More than 75 million wearable devices will be deployed in enterprise and industrial environments between 2014 and 2020” (Bourne, 2015). This indicates that society has already begun to embrace wearable technology and the potential benefits it can bring. According to Mintel “Over six in ten adults who put some effort into staying healthy used the internet to search for health and nutrition advice and information, with smartphone owners being more engaged with online health-‐ related content”(Mitskavets, 2014). Wearable technology is currently able to supply the user will more detailed and personal information about their health

and fitness. However, this data is personal and is protected by the data collection acts and authentication from the connecting apps. These devices are still fairly new and therefore may have potential security flaws. In fact, it was found that in two hours on the Moscow underground a hacker was able to connected to nineteen devices-‐ eleven Fitbit and eight jawbones, gaining access to user data (Bourne, 2015). This may raise concerns from both experts of the devices and the users themselves. Once these problems are solved then wearable technology can begin to be developed to understand the user much more personally, potentially making way for lucrative advertising opportunities. Modern technology and digital marketing does allow for a certain level of targeting based on personal information and consumer behaviour but there is still a lot of advertising that goes unnoticed because of its irrelevance to the audience. Around 250 advertisements per day on the conservative side, to 3,000 and above (The Huffington Post UK, 2015). This shows that there are hundreds if not thousands of misinterpreted ads. If wearable technology can harness the human process along with the personal attributes, then the consumers’ behaviour can be understood and advertising can become far more specific and direct. This means that brands can avoid a wasteful blanket advertising approach and gain exposure in a much more effective and targeted way.

1.1 Objectives: •

Objective 1

Explore how future innovations could improve a brand’s understanding of its consumers’ behaviour using data collection. •

Objective 2

Identify current innovations and explore where the future is heading for wearable technology and advertising. •

Objective 3

Discuss how future innovations will affect the consumer, the benefits and the disadvantages. •

Objective 4

Identify ways that brands can overcome the challenges of integrating wearable technology to style and fashion. The four colour assigned to each objective allows easy reference to the transcription of all primary research, allowing the reader to distinguish between concepts and to understand how each highlighted point can relate back to both the objective and the theorists.

2.0 Literature Review 2.1 Introduction: This literature review will illustrate existing theories to better understand how the consumer market thinks and behaves. It will give reference to academic theorists, breaking down their concepts to understand them better and demonstrate how these theories can be applied to wearable technology. Contemporary wearable technologies will be explored to reflect how these devices can improve or change the process in which the consumer behaves throughout the models. In addition, limitations of wearable devices will also be included; demonstrating why conjoining fashion with technology is considered problematic for the future of wearable technology. Benefits as well as the possibilities for current and future wearable devices in today’s society will also be discussed and how they are able to affect the future consumer lifestyle.

2.2 Consumer Behaviour – understanding how we think and buy. 2.2.1 The adoption process: For more than forty years, this process has watched the diffusion of hundreds of innovative products, such as the CD player being replaced with MP3 players. This model was created in 1959 by Bourne, Francis S, who categorized the behaviour of the consumer population as they purchase new products or services into five categories: Innovators, Early adopters, Early Majority, Late Majority and Laggards.

Figure 1 (Bourne 1959, Marketing Teacher, 2014) Brands have to ensure to administer this process carefully when designing a new wearable technology based product, otherwise it could become one of those products with a short PLC (Product Life Cycle). This can be because the product is overshadowed by a new innovation that wasn’t anticipated or consumers are not accepting this technology in full. Brands will survive the adoption process with a long PLC if they consider the consumer that uses them. If the innovation of other technology outlives wearable devices, for example, if new technology became fully integrated to the users garment then this will decrease the need for a wearable device and lower the life expectancy of the current wearable device. There are already instances were wearable technology can improve aspects of the consumer’s life and simplify tasks. For example: real time reading of pulse measurements and bio stats straight from your wearable device to a connecting app, as demonstrated by FitBit; “it can collect the number of steps you take, your weight, measure your sleep quality and transmit this data to Fitbit device” (Fitbit.com, 2015). This will appeal to the 2.5% of innovators because it’s a new

product that performs differently from any other current product on the market; this is the factor that will entice innovators to purchase into this market. Brands need to utilise this data collection to enhance the users experience and consistently improve and update the device according to the users’ feedback. Wearable technology brands should focus on capturing the 13.5% of people at the early adoption stage in the adoption process; this percentage has a dramatic impact on the PLC. The Early Adopters’ and innovators’ opinions tend to determine whether or not the 34% of early majority will purchase the product, they act as a source of information for the early majority. If the product is of good use, it will surge a mass of sales. Once the product reaches this fraction of the Adoption process, the brand should try to create as much awareness and capitalise on as many sales of the product as possible. Once the product has outlived the innovation aspects, the product’s popularity begins to wane and the Late Majority will begin buying these devices. Even though this stage of the adoption process is still well within the title of mass consumption, this is where the products begin to either be replaced with other brands’ products or product innovation takes over. Finally the product will reach the Laggard consumer, this fragment is very small and not much profit is made from this consumer, this fraction of people tend not to adopt products at all. With this being said, wearable technology has not long reached the consumer market. It is currently capable of understanding its consumer better than any other consumer product created. If this is utilized correctly the PLC for many wearable products should be lengthy because wearable technology is capable of understanding the user as an individual with its own personal statistics and data feedback.

2.2.2 Perceptual process In today’s society marketers have access to plenty of theories to help them to understand consumers and identify behaviour patterns in the purchasing process. One example of this is Maslow’s hierarchy of needs (Maslow, 1970) (appendices 2), brands use this model to categories how their product or service relates to consumer motivation for this product. It is structured in order of importance and brands try to use this to fit within the corresponding section. For example, a security alarm company would position itself as a safe and secure level of needs. It’s understood that the customer goes through a perceptual process -‐a series of psychological stages -‐ to interpret the world around them and in this case, how they behave when buying products. According to (Solomon, 2006, page 37) the individual will undergo 5 unconscious stages (figure 2) to evaluate a specific product or ad. Firstly the stimuli will be aroused; sight, sound, smells, taste and texture. ” The meaning of the stimuli is then interpreted by the individual, who is influenced by his or her unique biases, needs and experiences” (Solomon, 2006, page 36). For example, a customer walks into a supermarket to the smell of fresh bread. This triggers the smell stimuli, grabbing his attention and arousing his sensation. He then interprets the smell of bread and realises that he needs to buy some. When confronted with an aisle full of bread his other stimuli (sight) is aroused and the choice of hundreds of brands diminishes his initial unconscious decision of buying the fresh bread. This also reflects (McFadden, 2010) an economist at the University of California who says, “Consumers find too many options troubling because of the risk of misperception and miscalculation, of misunderstanding the available alternatives, of misreading one's own tastes, of yielding to a moment's whim and regretting it afterwards”. Combined with “the stress of information acquisition” the expectation of indecision can prompt panic and a failure to choose at all. This contradicts in ways the (figure 2) perceptual process (Solomon, 2006) because even if one stimuli is aroused positively, exposure to too many options

could have a negative effect and prevent the customer from continuing in the buying process. With this being said, according to (Media Matters, 2007), in today’s society people are exposed to “600-‐625 potential exposures (whether noticed or not); 272 are from TV, radio, magazines and newspapers”. If wearable technology is capable to understand the consumers’ personal behaviour patterns, along with existing captured data, this could potentially change the way people are advertised to. A simple decision such as choosing which bread to buy can be influenced much more intuitively. For example if your device knows your daily calorie intake, dietary needs and fitness objectives it could suggest a product that is best suited to achieving those goals. Similar targeting methods are already being used by Sky with Sky Ad smart “Sky Ad Smart is a revolutionary new approach to TV advertising. Until now everyone watching a Sky channel at the same time saw the same adverts. With Sky Ad Smart different adverts can be shown to different households watching the same program (Sky Media, 2015). The more relevant the advertising is to the consumer the more effective it will be. Wearable devices are so close to the person that they have the potential to ‘know’ the consumer that much better. According to (Mediaweek.co.uk, 2015), we are beginning to see a huge increase in wearables on the consumer market and smart advertisers should be doing all they can to make sure they don’t get left behind. According to the Guardian “New devices can help to analyse responses to marketing; of 3,500 daily messages, that currently have 99% no impact”. (Gibson, 2005)

Figure 2 (Solomon, 2006)

When purchasing a product of greater value and importance the individuals will perceive the product using the perceptual process model (figure 2) but the process will become far more complex. Even though the stimuli will play a huge role in the final purchase, the decision making process will involve many stages (see figure 3) and this process often repeats itself. If the customer is not satisfied with their initial choice, the customers will find themselves making a more rational decision with his purchase. (Blythe, 2008, p261) This also affects the continuum of the perceptual process, as a consumer will make a more rational decision if the product is of greater value. The question is how far can wearable technology go in making that buying decision more rational? Figure 3 (Blythe, 2008) The four P’s marketing mix was created by (McCarthy in 1960), which has later been revamped to the seven P’s. Developed by (Boom and Bitner 1982) this was created to understand the basic guidelines of what marketers do (Blythe, 2008). The marketing mix has been continuously criticized because it tends to imply that things are done to a consumer, rather than for the consumer. (Solomon, 2006, p9) Consumers are much more aware of this, which makes it harder for companies to push purchases. Consumers are generally savvier and not as easily misled into making purchasing decisions. That being said, would a consumer be less reluctant to interact with an ad if it was delivered via a wearable device?

All customers are individuals who think and buy differently from one another, demographics and psychological attributes such as class, culture, family influence, peer and reference groups will also contribute to the final decision. “Consumer decision-‐making is therefore not isolated from all other human behaviour”. (Blythe, 2008) Consumer behaviour is probably the main topic of interest for market researchers. “Businesses are not about profits: they are about people” (Blythe, 2008, p13) so with this being said the success in a business lies in how well the brand knows its customers. 2.2.3 Consumer data: Current methods of data capture such as loyalty cards at supermarkets not only foster relationships with consumers but can also help identify individual buying patterns and can help the supermarkets to understand precisely how the customer has been shopping, however unique. These cards can also supply collective data for research by the company, allowing it to focus on the long-‐term relationship with the customer rather than a single transaction. This helps the supermarkets to target customers with relevant marketing that will actually be of interest. For example, if the customer regularly buys Felix cat food then it’s likely the customer is a cat owner who may also be interested in a discount on cat litter and other cat products – particularly other Felix products. The problem is that these methods of data collection don’t capture the individual’s emotions when shopping and will not consider any external factors. It cannot understand the customer experience; it’s not personal to each individual. For example it can’t determine if the customer walked or drove to the store even though this may create a huge impact on the way the consumer made their purchasing decision. According to Damasio “We can feel our emotions consistently and we know we feel them… They are part of a functional continuum” (Damasio, 2000) so surely this should play a huge role in how consumers think when purchasing products. For example, a consumer might buy

an alternative product out of frustration because they can’t find exactly what they’re looking for. Current techniques of monitoring would assume that the product wasn’t to the consumer’s preference. New methods of understanding consumer behaviour through wearable technology could possibly overcome this issue by feeding back on the human process. However, there are limitations to this data capture such as data protection acts and privacy laws, which prevent this data from being used. Companies capturing data about individuals have to make sure they follow these principles, and make sure all data is used: fairly and lawfully, for limited, specifically stated purposes, used in a way that is adequate, relevant and not excessive, accurate, kept for no longer than is absolutely necessary, handled according to people’s data protection rights, kept safe and secure and not transferred outside the UK without adequate protection (Gov.uk, 2015). More sensitive information contains stronger legal protection, such as ethnic background, political opinions, religious beliefs, health, sexual health and criminal records. Any limitations that prevent the collection of specific data by wearable devices could have a negative impact on how much wearable devices can capitalise in this area. Antecedents of studying consumer behaviour (figure 4), consist of four elements that are said to formulate the emotions of consumer behaviour. The economic factor considers the concepts of value for money, utility and economic choice. Figure 4 (Blythe, 2008)

Economics is one factor that has provided consumer behaviour theorists with a number of useful concepts, which helps explain the rational side of consumer behaviour (Blythe, 2008, p15) There are other factors such as psychological, which focus primarily on the mental processes, the way in which people think. This can stem from a person’s personality, goals, incentives, motivations and self-‐concepts, along with their overall perception of the world. Finally Sociology and anthropology factors reflect the consumers behaviour based on group behaviour, whether that’s something they were born into, for example; culture, religion and class or groups that they wish to be associated with like. peer and reference groups. Other aspects could be self-‐image and role, these are groups you form through your own desires of where/who you want to be and who or what you relate to or stand for. These are all attributes which technology is capable of understanding, if the device is personal enough to the individual. With current data collection along with social media, all these aspects begin to build a picture of the consumer’s behaviour, preferences, likes and dislikes and the consumer can be understood in greater depth. According to Mintel these devices are capable of providing insight into local community health (Mitskavets, 2015) . “This is because devices are capable of delivering tangible benefits for patients and healthcare professionals” (Mickelberg, 2015).

2. 3 Current wearable technology, how and why? This section will explore wearable technology to better understand how and why people use these devices. Current wearable technology will be examined and evaluated to understand how these devices are beginning to be accepted into society. According to (Susan Elizabeth) wearable technology stems from fictional projections of gadgets and props that fictional characters and Superhero’s have been seen using. One prime example of this would be Dick’s Tracey’s signature 2 way wristwatch, which appeared in comic strips in 1946. By the 1980’s, real radio wristwatches were popular retail items in Japan (Ryan, 2014, Page 39). This also reflects (Gerrits Antonides) view on product placements in movies, “Products are movie stars” (Antonides and Raaij, 1999, page 67) this insinuates that viewers are more inclined to buy into brands when they see their favourite film star or hero using it. For example, in James Bond, Tomorrow Never Dies more than 10 different brands can be clearly identified, gaining recognition and possibly pushing sales. One of which is BMW. Twelve BMW’s’ were destroyed during the making of the film portraying BMW as an iconic hero’s (Bond’s) choice of car. This potentially increased interest in the brand by associating it with action, heroics, glamour, high performance and everything else that the character stands for (Antonides and Raaij, 1999). In terms of wearable devices, the film Back to the Future 2 1989, is about a young boy who travels to the future. Twenty-‐five years later, Nike has created a science fiction prototype pair of trainers that the character Marty Mcfly wears. (Iflscience.com, 2015) An article states that Nike has confirmed that it is preparing to launch boots with power laces, just like in the film. Any consumer who has viewed the film is likely to display an emotional response by way of familiarity -‐ they’ve seen these before and they represent something futuristic. It’s new innovative technology that’s never been seen outside of the movies and

therefore people are intrigued. This also demonstrates the perceptual process model, even if this wearable device doesn’t have any practical use, it’s a product which people will associate with the film and therefore perceive it to be a good choice of product and be more inclined to buy. It also reflects aspects of sociology and anthropology (figure 4); as the association with the film and product can trigger memories and rather than making a rational choice, emotions play the role in the final purchasing decision. Wearable technology has also been developed for health purposes and a good example of this is a Bracelet created to track alcohol consumption (FRIEDMAN, 2007). A vast growing number of fitness related wearable devices has also proved to be some of the more popular forms of this technology. This may be due to the fact that overall there is a high demand for fitness solutions. According to the health and social care information centre, the overall percentage of obese children in reception in 2013-‐14 was 9.5 per cent and in year 6 that figure was more than double at (19.1 per cent). Within the adult population there was also a marked increase in the proportion of adults that were obese between 1993 and 2012 with an increase from 13.2 per cent to 24.4 per cent among men and from 16.4 per cent to 25.1 per cent among women (Hscic.gov.uk, 2015). This is a prime target market for the creators of such technology, especially in a world where image is everything and looking slim and beautiful is expected -‐ it’s a simple case of supply and demand. Devices such as, Jawbone Up wrist band, Adidas miCoach Smart Run, Samsung Gear Fit, Fitbit and Garmin Vivofit fitness bands all work in similar ways, they monitor the behaviour of the user and help them work towards healthier habits, these devices all attach to the wrist like a watch and provide information like heart rate, measurements, real time coaching and calories burned, these attributes are all unique to wearable technology and are personal to each individual. “Continuing with the popularity of fitness trackers such as FitBit, it seems 2015 will be the year wearable’s finally make the leap to mainstream consumer products” says Starcom MediaVest Group Chris Camacho (Mediaweek.co.uk, 2015).

Other devices such as Ambistrip, a device that is placed on the user’s skin under their garments, it is design to accurately read the user’s heart rate without the ‘inconvenience’ of being a device. According to Leo Kelion of BBC news "I feel wearable technology should integrate into a user's life without the hassle of it being a device. And you can only do that when technology and fashion merge”

(Kelion, 2015). These invisible devices remove the limitations imposed by style and fashion requirements. However, all forms of fitness wearables have the opportunity to gain insight into an individual’s health and could therefore gather insights on a community level. For example, using real-‐time monitoring of symptoms and illnesses in a particular proximity or location with apps or social media. (Academic.mintel.com, 2014) Other devices capture different aspects of the personality, such as; the Apple watch, which is designed to connect to your iPhone and handle all tasks from the screen on the watch, with small-‐added features. According to (Gareth Beavis’s) an article states “Apple’s clearly aiming this at the fashion market” (Beavis, 2014). Companies have been releasing much more wearable technology on to the retail market but these devices seem to be very novelty based. Devices as simple as Taptap, two small rubber bands worn by couples that can simultaneously send vibrations to each other to ensure their partner is always by their side (Taptap.me, 2015). Other more technical devices, such as, Wearable Drones by Nikie (Flynixie.com, 2015), that can fly on demand and act both as a wristwatch and a camera that can be released from your arm to take a photo or record video (Nelson, 2015). Wearable devices are no longer the future they are becoming part of current society.

2.3.1 How can these devices effect us as a consumer? The acceptance of wearable technology in society has proven that there are many advantages these wearable devices can bring. However, there are also limitations that prevent them from emerging sooner than later. Devices such as the Nikie or Google Glass may be considered beneficial to the user, but haven’t been completely embraced by the public who may view these devices as an invasion of privacy because of the fitted cameras (Schlag 2012). If the creator of wearable technology could disentangle the limitations of these devices and harness the useful aspects that they offer, these devices would create many opportunities for the current and future consumer market. Advantages: -‐ Practical use – •

Makes everyday tasks easier

•

Monitors and records various aspects of life (video, photos, audio, heart-‐

rate, bio stats etc.) •

Provides ‘at-‐a-‐glance, real-‐time information

•

People are fed up with being exposed to hundreds of different irrelevant

adverts daily, devices could potentially help marketers to advertise using more targeted and relevant methods.

Disadvantages: -‐ •

Privacy issues, people could become more reserved as they feel these devices are invading their privacy.

•

Fashion – might not be something the user views as stylish or trendy

•

Acceptance-‐ society might not readily accept these devices as they feel

they disconnect people from reality. •

Technology simply may not be advanced enough.

2.4 Will fashion and wearable technology live happily ever after? In the early “1980’s the first real 2-‐way wristwatch radio was launch in Japan and became a huge popular retail item” (Ryan, 2014, page 39). The hands free function gave soldiers during the World War 2 the ability to communicate without lifting a finger; the functionality of this device is what made them so popular. This was progression for wearable technology as the functionality of the device made it popular, along with the fact that the rebellious attitude towards traditional fashion found society was reaching out to new current innovations mainly following fashion of the people. (Ryan, 2014, Page 44) In this case the technology was a way for traditional fashion to change, because these devices were new and current. However, today’s society is full of cultural change and individualism, stereotyping fashion in current society is almost impossible. The acceptance of wearable technology will rely on the functionality of the device. “Technology that is worn on a user’s body: the complexity lies in the interwoven aspect of considering the user as part of the technology for it to function properly” (Opus.lib.uts.edu.au, 2015, page 6). If devices such as the Apple Watch function the same way as a smart phone, consumers will focus their attention to the style and fashion. The problem is these aspects will enter the device into a competitive market estimated to reach £10.7 billion pounds online

alone in 2014 (Academic.mintel.com, 2014). Phillip design says, “The technology industry will have to learn how to deal with fashion and think emotionally” (Ryan, 2014, p112) wearable devices haven’t quite developed as fashion accessories. Apple, in mid-‐2014 employed Angela Ahendts former chief executive of luxury brand Burberry, to embrace aspects of the fashion industry into the Apple technology (Brandrepublic.com, 2015). Another way a brand can overcome this issue is to ensure the functionality of the wearable device should be able to operate with limited effort from the user, it should make even the simplest tasks even easier, compared to other devices the user may have. According to (Phillip Design) A “phone” module will be no more than a button that simply plugs into the clothes that are already equipped with an infrastructure to support it (Ryan, 2014, page 114), according to Mike Bell, the vice president and general manager of Intel’s new devices group "We should not be trying to make tech wearable, but rather make wearable things technology-‐ enabled," (Mediaweek.co.uk, 2015). Devices such as Google Glass and Apple Watch are both devices that are able to integrate with a user’s smart phone. However a review states (Swider, 2015) that Google Glass’s capabilities prevent some of its task such as SMS and navigation, to be completed without accessing the smart phone. This affects the functionality and usability aspects, causing the user to ask if the device is actually fulfilling their needs. The Google Glass prototype acts as a personal display that is reminiscent of the 1984 box office hit Terminator, which featured a similar technology. Even with the minor functionality difficulties, Google Glass considered both the usability and the emotional response of its users by combining the two. According to MIT researchers in the 1990’s “when it comes to devices worn on the body, they need to leverage advances in personal augmentation by appealing to fashion” without the appeal to fashion, wearable devices are limited to computer scientists and industry specialists. (Ryan, 2014, page 236). Thad Starner, technical lead on Project Glass says “the big thing about heads up displays today, or any other kind of wearable computing is to make it fashionable

enough that people will put it on. If people don’t put it on, it doesn’t matter what it does” (Ryan, 2014, page 236). This indicates that fashion is very important to wearable technology, and if new devices overcome this problem, fashion will have to be integrated just as effectively as the functionality of the device. For example the bracelet that measures alcohol consumption has been labelled as a huge fashion failure. The device is "big and noticeable" and "very uncomfortable” (FRIEDMAN, 2007). Apple has developed an interactive watch that launched as the Apple iWatch. It allows users to interchange the strap making the device’s look suitable to their personal style requirements. This allows fashion brands to also harness this concept and begin to produce straps designed to fit the watch, possibly pushing new ideas into the fashion retail market. We may even see fashion brands working with technology brands, for example Google Glass technology can be integrated to a pair of Ray Ban or Gucci frames. One example of this happening is according to Mintel, Intel working closely with an US fashion brand, designing a wearable technology bracelet, to be sold exclusively in Barneys, a New York department store (Sender, 2014). There is another alternative to solving the integration between fashion and technology and that is to eliminate fashion altogether. If wearable technology focused on producing a device that can be imbedded into clothing and is discrete or invisible to the human eye, people wouldn’t have to make a decision about whether it’s fashionable or not. (Mark Weiser’s) fundamental principle was technology’s drive to disappear. In a talk given at Xerox PARC in 1994 he said, “Good technology is invisible…. Ubiquitous computing is about invisible computing” (Ryan, 2014, page 96). According to a BBC article from CES 2015 “a select number of exhibitors is attempting to sell products that do not flag the fact the wearer is sporting a gadget” (BBC News, 2015). This can relate back to the AmbiStrip and other current devices, one can even consider the possibility of imbedding devices under the skin.

According to (Holbrook and Hirschmann 1982) Hedonism is the cult of pleasure. In consumer behaviour, it refers to the pleasurable aspects of consumption (Blythe, 2008, page 43) in other words people would care more about what a device looks like rather than what its capable of doing. For example, people choose food that looks or smells nice, rather than for its nutritious values, The same theory could be applied to an Apple watch; the majority of people would rather own a Rolex watch than an apple watch, even though the functionality of the Apple watch is far greater than that of the Rolex. This shows that the way the wearable’s consumer behaves is largely based on what looks good rather than how it functions. Another factor to consider here is that the value of a Rolex grows with age even though its functionality remains the same. A version 1 Apple Watch will soon become out dated and be replaced with version 2, 3 and so on. There are some factors such as an art form steeped in history and prestige that cannot easily be replaced by modern technology. This also relates back to the adoption process (Figure 1). To develop this research further, different forms of primary research were conducted with industry experts. In order to gain more insight to these devices and the processes they undergo to arrive at market along with the knowledge that explains why these device may not be welcomed by consumers and why limitations such as fashion has a huge impact on the market.

3.0 Methodology 3.1 One on one interview: -‐ According to (Keith F Punch) an interview “is a very good way of accessing people’s perceptions, meanings, definitions of situations and constructions of reality. It’s also one of the most important ways we have of understanding others” (Punch, 2005, page 168) With this being said To validate research, a series of one to one Interviews will be conducted. 3.1.1 Bushra Kelsey Burge -‐ Fashion and wearable device expert As the research shows, fashion is a huge concept wearable device manufacturers have to consider. Bushra Kelsey Burge is passionate about the two and for years has worked on projects, trying to integrate technology with current fashion. She has worked on various projects and has experienced how this technology can effectively conjoin with fashion and how people react to it. An unstructured style interview with Bushra was conducted on the 2nd of February 2015; the interview took place in a small café in St James Park. The interview began with general conversation just to break the ice and to make her feel comfortable. The general conversation then progressed to discussing her work and aspects she does or doesn’t like about wearable technology. The complex behaviours was further understood, allowing the questions to flow and not imposing any “priori categorization”. This allowed her to feel that she was leading the interview (Social Research page 172). Scripted questions were then asked allowing more depth to her answers. According to Bushra’s website (Oumi.co.uk, 2015) she has an MA in Applied Imagination (Central Saint Martins), Bachelors in Fashion London College of Fashion and Biochemistry with Management Imperial College. Her academic background offers a perspective from someone who knows this field of work and has dedicated her career to it.

In the interview the following questions was asked, in an informal manner so her passion would be expressed through her answers. refer to (appendix 3) for results: 1. What projects have you worked on recently in terms of wearable’s? 2. Did you show this technology to any member of the public, or talk about these designs to any females, or different target audience to get some opinions? 3. What challenges did you face when creating these devices? 4. In terms of wearable technology, where do you see it heading, what industry do you think it will begin to emerge in? 5. In terms of data, what value of data derives from wearable technology to marketing? 6. From the devices you have created, have any of them been able to collect data? 7. Do you think once this wearable technology harnesses this data collection and can understand the consumer or user; do you think it can improve the quality of marketing, making advertising more direct and relevant to each individual? 8. Devices such as mobile phones and tablets with connectivity can give consumers information on the move, if wearable technology also harnesses this feature, would this have a positive impact on the consumer and or on the search engine companies? 9. So what devices do you think will be accepted into society and have the biggest impact on the way things are currently done?

10. As wearable’s have made the jump from buzzword to reality, smart advertisers should be doing all they can to make sure they capitalise on the capabilities, do you agree? 11. Do you think these technologies will disengage people from society? 12. As you work quite a bit with technology and fashion, do you think the fashion brands will benefit more from harnessing the technology companies or do you think the technology companies should integrate fashion brands to their work? The interview was recorded so it can be reviewed for closer examination, i.e. Facial expression, body language and tone of voice etc. to see if the footage observed any unusual indications of an emotional response to any particular question. 3.1.2 Steve Reynolds -‐ Marketing expert and guest speaker for Samsung wearable devices Conducting a formal interview with Steve Reynolds will give a marketing perspective on how these devices can impact this industry. Steve has worked for Samsung for eight years; his job is technology based and Samsung is currently one of the leading innovators in the wearable’s market. Steve Reynolds is constantly exposed to new technology, including current wearable devices. He confirmed that Samsung uses analytics and monitors consumers’ behaviour, which he was familiar with. This allowed questions related to data collection to be answered from both a marketing and technology perspective. The interview was kept informal to avoid a subjective opinion on wearable devices and to avoid the interview becoming a sales pitch for Samsung technology.

This research should help to understand how these devices can improve the consumer’s lifestyle and more importantly help marketers to better understand the individuals’ behaviour. The research should also give an indication of how advertising can be revolutionised and how the new advertising methods and new insights can work together to execute more effective marketing overall. All interviews were transcribed and examined for similarities in the responses to identify opportunities and/or threats these devices might face, also gaining detailed insight from professionals in the field that could validate this research further (Appendix 4 for results).

3.2 Unsystematic naturalist observation research Observation of the Wearable Tech Show at the Excel Centre, London on the 10th of March provided exposure to hundreds of new innovative projects, allowing closer examination of the current wearable devices that are currently being developed. By observing the variety of different projects from a distance, it was clear to see which products were attracting the most attention from the attendees and which were less popular. This experience, along with the experts’ answers to the interview questions demonstrated a recurring problem that these devices face. It also allows the acknowledgement of how brands will position their devices towards the attendees. The show allowed access to many industry experts and provided the opportunity to conduct an interview with Steve Reynolds, a guest speaker for Samsung wearables. Several other spontaneous short burst interviews with various other wearable technology experts were conducted. (Appendix 11) contains the invoice for the tickets purchased.

3.3 Short burst interviews Conducting a series on short burst interviews with wearable technology specialists at the show, meant that a variety of insights across a wide range of wearable technology products could be highlighted. This also meant that recurring trends and similarities could be identified in the cross tabulation. It quickly became clear which aspects of functionality work best and what companies are trying to do with their devices to differentiate them from competitors. The table also distinguishes which data is being used and for what purposes, devices that are yet to reach the consumer market were explored and better understood, to see which devices we can expect to see in the near future (Appendix 5 and 6 for results).

3.4 Heba Zayed email interview Heba Zayed worked closely with Google Glass app developer Scott Throwbridge to create an app for HPI Ltd. This brand withdrew its plans to create an application for Google Glass, initially it was thought that this was due to Google Glass being pulled from production (Swider, 2015). After sending a series of 10 questions I gained a deeper understanding of why the app was withdrawn, but also the reasons why the app was initially commissioned. Heba Zayed is marketing manager for HPI so the questions asked explored the company’s current marketing methods and how this technology could possibly enhance the quality of HPI’s marketing. The questions were designed to gain a better understanding to how the company collects data and could use this data to improve future campaigns. Below are the question sent via email Refer to (Appendix 7) for the results: 1. Why was it in your company’s interest to make an app for Google glass? 2. Why was it decided to withdraw from this app creation?

3. How would a Google Glass app help benefit your consumer market? 4. As your target audience is primarily male, do you think an app for wearable technology would appeal to this target audience? 5. If the App was created, do you think it would automate the service? 6. How would you appeal to your consumer market using advertising through this device? 7. What data do you currently collect? 8. How would this app help collect data more efficiently? 9. Do you think this technology will make marketing more accurate and personal? 10. Do you think this technology could essentially disengage people from society? Consent forms was signed and returned by all participants of research, Refer to (appendix 12,13,14,15,16 and 17)

4.0 Results The table below is a cross tabulation of all interviews conducted, this shows the key opinions of all interviewers to enable the significant answers from the interviews to be scrutinised, acknowledged and reviewed for key findings. Along the top column of the table are the four concepts that this study is trying to explore within wearable technology. Each point is then positioned into the corresponding concept according to what the interviewee said.

Cross tabulation of all interviews

Cross tabulation table

Interviews: Data Collection Jake Jacobson (Muse device expert.)

Innovation in functionality and advertising

Wearable technology, Benefit or disadvantage s

Integrating fashion with wearable technology

Other finding/ further studies

Big data, that

Can relax with

Benefit: can

“To be honest

stuff is all

the muse

train your

I wouldn’t

connected and

device, relaxes

brain, collects

walk down

on a mass scale

you and trains

data, relaxes

the high street

can be very

your brain.

the user.

wearing that,

important.

look at Google

Links to app,

Disadvantage:

Glass, it looks

The data

makes the

Disconnecting

the same”.

belongs to you,

device fun and

people from

we feel this

data to be

reality.

data belongs to

captured and

you and

recorded.

Company

shouldn’t be

doesn’t believe

allowed to

the data should

access it.

be used by anyone else.

Patrick Sebastian

“Logs personal

“Works with Six Personal data

This device

data” such as

axis, tracks

can improve

looks like

calories, weight

movement and

the fitness and

similar

(Jawbone device expert.)

loss, sleeping

sleeping

health of the

devices on the

patterns.

patterns”

user.

market.

“Data stays

Replaces a

“Personal to the The band can user” log

tell the different personal” The

wristwatch

allergies,

between light

personal

and doesn’t

personal

sleep and a

information is

even tell the

information

heavy sleep”

considered too

time.

help the user

personal to use

“Age, gender, or understand

for other

Small rubber

say cities for

how they sleep

purposes, such

strap could be

instance so you

and advertisers

as smart

considered

can see what

know when not

advertising

unfashionable

city has done

to advertise.

the most steps”

Keep a record

“Lock with

of your current

Made to be

Begins to build

various other

activities and

used for

understanding

apps”

nutrition.

fitness only.

into local

integrating the

community.

data from other

sources.

“Locks with

various apps”

Begins to

Can begin to

understand the

build a picture

user and can

of the

use this data to

individual

advertise accordingly.

Steve Reynolds (Samsung Wearable technology expert)

“Captures the

Improve the

Benefit: Can

“Watch is a

“One thing

transactions of

quality of

personalize

module that

that has to be

people coming

customers

according to

fits all straps

dealt with is

into the shop”

shopping

your wants and

of various

size, gents

experience.

needs

colours”

watches tends

Can create a

to be large

“database of

“With a

Improve the

“OEM’s have

and ladies are

potential

Samsung watch

quality of

been making

usually small

customers

they can simply

customer

jewels straps

and elegant,

coming into the

type in the

shopping

and things

so coming up

shop”

stock code”

experience.

like that”

with a

solution for

“Business

Gives time to

“Help people

“They are

that is the

insight” this

Upsell other

who can’t

slowly

challenge”

data currently

products “in the articulate”

evolving into

isn’t being

meantime the

fashion

collected and

watch can

Disadvantages:

accessories”

“can be

suggest offers”

collected by the

Still needs to

This allows

watch”.

Check offers

connect with a

each

they can give

mobile device

individual to

“We can now

“10 percent off”

personalize

see who come

“Physical size

their watch

in the store

Advertise

and being able

according to

with money

according to

to fit all

their choice.

and doesn’t

what they want

components in

spend it”

or have

the watch”

“Having

brought.

potentially

Market isn’t yet

the brand

This data can

Insurance

matured when

Rolex with the

allow

policies are

technology

Samsung

companies to

usually taken

harnesses these intelligence, in

“turn around

out on valuable

devices, their

an ideal world

the whole stock products, these

will be much

that’s

management

watches can

more variations perfection”

based on

give a customer

that gives the

business

insurance

user joy and

The

intelligent”

policy without

personal

Brand leads

filling in all the

statements.

and the

Profits could be

paper work,

technology

increased from

and you can do

Technology is

follows

using these

it from the

not yet

“something

devices.

watch. Again

advanced

we should see

“This watch

upselling.

enough. “Were

in the next 3

could

in the early

to 5 years”

inclemently

days”

grow the

“It’s jewellery

revenue by 10

at the end of

or 15 percent”

the day, it’s a

personal

statement

about you”

Bushra Burges (Wearable technology and fashion expert)

“Very accurate

“It has to have a

Benefits: can

Integrating

Wearable

information “

solution as well

potentially

the

technology

as tell you the

improve the

technology

hasn’t spoken

“from

problem”

current health

with the

to the female

subsidizing

update. “Health

garment, “it’s

consumer

these fitness

“Yes and maybe

update is

still not

maybe by

bands”

this is through

important,

integrated”

using female

advertising”

could take a

artists in

Device can

photo of the

understand the

Both beneficial

problem”

Can be used in these products will costume

users “bio

to the user as a

design for

“also speak to

stats”

user and a

“Information

artists. “I’ve

the female

consumer and

can be sent

done a

consumer,

Laws and

the

straight to the

costume for

which

limitations on

advertisers/ma

GP”

this cyber

wearable tech

data and big

rketers.

funk band,

hasn’t so far”

data being

Big market for

with

used, “it’s a big

Sport related

fitness and

interactive

Integration

concern”

wearable’s

health

lights”

technology

Where you

“Especially old

into the users

“Send the data

“can’t really use

people”

Wearable

body “they

straight to the

your hands”

technology is

have been

GP”

born from

doing that for

Therefore can

information can Help people in “vulnerable be passed

menswear,

years, geeky

improve the

through the

situations”

utility and

people

speed, quality

visor

watches.”

planting NFC

and process for

By “recording

tags into

each individual

“Health

or even maybe

No devices

themselves

by medical

updates” if the

filming the

primarily

for the last

urgency

wearable

situation”

focus towards

seven years”

according to

device could

women “ I

what the

take a photo”

App developers

wanted to

Imbedded technology.

patient sends.

then it could

can begin to

look at it from

speed up the

create app for

a feminine

The emergence

conventional

these devices,

point of view”

of other

process, when

“about how to

wearable’s in

conjoin with

create an app

See new

other

the watch data.

for Google

markets

industries

glass”

opening, “ I’m

“things where

“Hoods with

opening a

you need a lot

lights in them”

With children

online

of repetition

could improve

these devices

boutique of

actually”

the “seasonal

“can track

fashion

affected

children if they

wearable’s”

“Feeds back the

disorder to

go missing”

human

“compensate

“People

process”

for lack of light”

Disadvantage:

Sensors which

working on “It has to have a projects from solution as well home are the

Movements

can “Senses

as tell you the

who don’t want

when you are

problem”

interesting

their data to be

intoxicated and

ones, not the

used can be a

sends out a

Google glass”

limitation for

email to a taxi”

“No bridge

data collection

This improves

between

“Adidas and a

the automation.

marketing or

few other

“There’s all

companies

movements

advertising to Technology that the research is produced departments”

that are like we

based on

textiles, which

don’t want our

Fictional

is completely

data out their”

characters and

“Could isolate

imbedded in”.

hero’s gadgets

people”, if this

Needs a

are “so far

technology is

Big battery’s

solution to

removed from

used so the

and chunky

“respond to the

anything that is

user doesn’t

hardware

data” via apps

actually truly

have to leave

make these

or advertising

useful”

their home.

device “look

etc. to make the

ugly”

users have a

Scanning items

“With all these

“much better

in a shop using

benefits, the

By using

experience”

a wearable

irony of it all is

celebrities in

these kinds of

they have these smart

device on the

that it’s doing

“It has to have a “wrist can make the opposite”

technology,

solution as well

the process

“Perry

as tell you the

Innovation

dresses” this

problem”

simplified”

might invade

helps the

laws and

consumer get

Measure

Automation,

legislation,

use to

individuals

which is where

“how can it be

technology

“stress levels”

technology is

wearable but

being used in

currently used.

not illegal” has

their

“Imperial data

“Especially

to be

garments and

and statistics”

labour

considered.

not being

are used

intensive jobs”

completely

presently to

can be improve

“Hardware and

uncool.

match people

from these

size of

together for

devices.

hardware”

“Little circuits

marriage.

that are being

Wearable

Advertising can

Integrating the

tattooed on as

technology

be improved

technology

well”

stats “is the

from using

with the

next level”

wearable

garment, “it’s

“It feels like,

technology data still not “ if the user is integrated”

Devices can

All the fashion brands need a

understand “gal “prepared to be

properly.

smart watch

phonic skin

marketed to

to be apart of

response”

based on your

“Battery and

the game”

when the user

biological data”

size of battery”

is stressed.

although there

If the fashion

Devices can

have been new

brand

If the wearable

push products

flexible

harnesses the

technology can

and ads to you,

batteries that

technology

understand bio

“Why is this a

stats, then

bad thing”. This

are “distributed centric it will either “create all the way

maybe it can

suggests some

through the

a new profit

know when the

people are

garment”

centre or just

user is

prepared for

be selling to a

becoming

this.

Existing brands

bunch of guys

disconnected

using jewellery

who just

as a way to

always buy

and “the device “No bridge

wearable

should switch

between

store digital

the next big

itself off”

marketing or

memories, but

thing”

advertising to

it “didn’t do

the research

very well”

Branding as

departments”

appose to

“Being created

technology is

From intensive

from a

a “completely

work jobs

technology

different ball

experts can

centric, so how

game”

advice staff.

can that

“ Advise him

enhance the

“Fashion

what to do via

human

brands create

the glasses, or

experience”.

themselves as

even just

“Coming from

an aspiration

evaluate the

the wrong

brand,

situation

angle”

whereas

according to

technology

what they

Pure

brands such

think”

technology or

as “apple is a

digital, it can

mass market

“They haven’t

change culture

brand”

stopped

a lot more

production,

easily because

“Ex fashion,

Google glass is

you can create

luxury fashion

not dead”

the same

people are

experience but

now working

with different

in apple”

coding” if the

conventional

They are now

way is easier

trying to

why with

create their

people change.

brand as a inspiration brand. Hence why they now have watches for Twelve

thousand pound. People can never afford the top price items; they aspire for them, and buy the affordable option. “Branding to fashion is a completely different ball game”.

Heba Zayed (Marketing expert for HPI)

“This practice

“The initial

was actually

reason to

prohibited by

commission a

DVLA on the

Google Glass

grounds of

application was

privacy”

for PR

purposes”.

This shows that data protection

“The app would

prevents

have been

certain

conceptual

innovation

rather than

aspects of using fully functional wearable

and was

devices for

intended to

services.

create interest

“A VRM carries

from tech news

many data

blogs”.

points about

Shows the

the type of car a technology is

user is

not yet fully

interested in

developed.

Benefit: “I

don't feel that this app would have provided the consumer with any advantages other than perhaps leaving the user's hands free” “Maybe providing a level of privacy if the check was being conducted in the presence of the car seller”. Disadvantages: “Initial concept was for the

such as, make,

VRM (car reg)

model, age,

“Capitalizing on

to be input

value,

the fact that a

through

potentially

user is fully

automatic

when an MOT

engaged” users

recognition so

is due”.

can now be

the user simply

targeted when

had to focus the

“We also collect you know they

view finder on

contact details,

are engaged.

the number

regional/postc

plate of the car

ode data”.

“Visually

and the app

provides a

would read it”

perfect

shows that

opportunity to

services are

upsell

trying to

additional

automate the

services on the

process.

back of a

check”.

This practice

“Number plate

was actually

recognition

prohibited by

would have

DVLA on the

reduced the

grounds of

number of

privacy.

incorrect reg

entries “.

“Meaning that a

user would

have to spell out the reg phonetically (L-‐ Lima, E-‐Echo, etc.). The traditional prices of typing the reg in was more practical, quicker and less problematic”

“Potential issues arising from background noise, accents, unclear speaking voices, etc” “Another issue was the small size of the visual display area on Google Glass” “Would be more for the novelty factor rather than an improved user experience”. “I don't feel a wearable device would streamline or automate the service any more than a current mobile device”.

Ian Finch Ucom app developer.

“Then the data,

“Yes you can do

“Think of high

when you have

all this on the

level skill jobs,

done your ten

glass, the way

such as building

you go back to

you would

an engine, the

head office,

input the data

app will cover a

someone has

on that is voice

health and

then got to

control, so

safely

manually input

instead of me

inspection

that data”

tapping this

workflow”

stuff in”

“finishing the

“you don’t need

report, via GPS

pen and paper

it will send it

anymore, that’s

for me straight

what these

to head office”

were invented

for”.

“I then get back

in my car, sort

“Different in a

through paper

world where

work, organize

you are picking

what claim I

up a product

have gone to,

incorrectly, to

you then have

picking out a

to upload

live fuse box;

photos and

there are

make sure you

danger issues

put the right

and hazards.”

picture with the

right claim”

These device

can help with,

“As a

health and

independent

safety however

insurance

health and

broker, they

safety rules

handle around

apply and are

ten jobs a day,

important.

this will allow fifteen, I’ve earned fifty percent more wage a day already”.

Using this cross tabulation table will allow trends, similarities and contradictions to be identified; the table will be used as reference to the Findings and analysis.

5.0 Analysis and Discussion After analysing the secondary and primary research it was evident that wearable technology has many features and advantages that brands could capitalise on. The emergence of wearable devices in today’s society has proven to be a big leap for technology, and has already made a significant impact on the conventional way of handling tasks, simplifying processes and understanding the user as a consumer as well as a user of the device. However a reoccurring theme of limitations may prevent wearable technology from being completely embraced by society. Data The cross tabulation table above clearly identifies that data collection from wearable devices is something all experts were familiar with. However there was a split in opinion on how this data should be used. For instance, Jake Jacobson states that the data is personal to each user, and the data should remain personal to you, even though he also states that, “on a mass scale big data can be used and can be very important” this indicates that even though people are aware of the data being used, there is still a large proportion of society that is against exploiting this data for other purposes, even if beneficial. Bushra Burge also states “there are all these kind of movements out there who don’t want their data to be used”. This can be a huge limitation for wearable technology as data collection is considered to be a fundamental part of the way the manufacturers of these devices position themselves. It’s clear that promoters of these devices want people to interpret them as an extension of themselves, and with that the device has to remain personal. Some brands would rather allow consumers to keep their personal data, and use this approach as a way of differentiating from their competitors, targeting the proportion of consumers that are against their data being used. Samsung is a brand that openly confesses that recorded data is being used, although according to Steve Reynolds using this data will only help, it can understand business insight, it can revolutionise stock management based on business intelligence and the way companies currently upsell products.

According to Bushra Kelsey Burge, data collection from wearable devices “feeds back the human process” and is an attribute of human behaviour. Accentually “Datafication is not just about rendering attitudes and sentiments into analysable forms, but human behaviour as well”. (Big Data: A Revolution that Will Transform how We Live, Work, and Think, 2015) these devices are capable of understanding patterns of human behaviour. Take the Jawbone fitness device for example, expert Patrick Sebastian said that Jawbone is capable of understand sleeping patterns, identifying the difference between a light sleep and a heavy sleep and weight burned and weight gained. What this means is that devices emerging onto the consumer market are capable of understanding accurate measurements of the human process, with this it improves the quality of datafication, as these attributes of behaviour can begin to be observed in analysable forms. This is a clear example of data collection being used from wearable as a benefit to the consumer; it can also begin to help the experts understand you more specifically, as an individual. By using apps these companies can integrate their data with other existing app data from various other brands. This stream of data can then be analysed to build of picture of the user in more depth as an individual. Companies try to make this data collection process seem fun by making engaging Apps that correspond to the device, either challenge the user or gives reference to your own personal collected data to either improve yourself or understand your experience. According to Bushra Burge this technology needs a solution to “respond to the data” via apps or advertising etc. to make the users have a “much better experience”. For example if the device measures your weight, it should also suggest a solution whether you should gain or lose weight, maybe recommending food diets and nutritious options.

Advertising Advertisements can essentially offer that solution. If advertisers could use the collected data to enhance the personal understanding of their target audience, then that audience will only be exposed to products or services that are relevant rather than pushing random ads in hope of a response. Essentially, this can also increase the perceptual process (figure 2) as the consumer can be given a rationalised amount of relevant ads, minimising the risk of overloading the consumer with, unwanted or irrelevant ads. This also can develop the four p marketing mix, as the consumer may feel for once that advertising is so personal that it doesn’t even feel like advertising at all. Instead it could be seen as the solution to a problem. Rather than feeling that marketing is done to the consumer (Solomon, 2006, p9), they may begin to accept that marketing is done for them. This will also effectively increase wearable technology’s chances of a long product life cycle on the Adoption process. By understanding the user from data collection, these devices can always be improved and updated in accordance. Fashion Initially it was thought that wearable technology would stem from fictional projection of gadgets and props that fictional characters and superheroes are seen using. After the Primary research, it was concluded that these brands use these fictional projections as a way to gain acceptance into society. If they produce products that the consumer is subconsciously familiar with, it will have a bigger impact and therefore increase awareness for their product. Nike is a perfect example, by releasing the Marty Mcfly shoes twenty-‐five years after they used them as a prop from the film back to the future 1989. They don’t rely on the fashion element, but the sheer fact that people will become emotional connected with that product through their past memories. Bushra Burge also states “Katy Perry’s dresses and all of that, people might think what is the point in that, how does it relate to the consumer, well actually it helps the consumer get use to

technology being used in their garments and not being completely uncool” again using public exposure to familiarise society with the brand, in this case celebrity endorsement. In terms of breaking the barrier between wearable tech and fashion, these devices have a long way to go, looking at the primary research there is a recurring theme throughout. Firstly, from looking at the cross comparison table, Muse device expert Jake Jacobson states that he wouldn’t be seen walking down the road wearing the Muse device, he then compares the Muse device to Google Glass, indicating that they both look similar. This demonstrates that current products on the market, or those yet to reach the market may not be popular in terms of fashion. Most of the current successful wearable tech targets its audience by using the fact that personal data can be collected from these devices. Not really focusing on the style and design. For instance the Jawbone device looks like existing competing brands on the market. Such as, the Adidas MI Coach Smart Run, Samsung Gear Fit, Fitbit and Garmin Vivo fit fitness bands. Which all have rubber straps making the device completely fitness orientated, this is good that it distinguishes itself as fitness device, allowing these devices to enter a new market, rather than entering the highly competitive fashion market, however these device have to replace a wrist watch and according to Steve Reynolds “Its jewellery at the end of the day, it’s a personal statement about you”, people may feel sceptical about replacing an established fashion brand, that is a representation of themselves. Brands should consider this, however according to Bushra Burge “branding to fashion is a completely different ball game” Therefore might find some implication. Steve Reynolds says, “Slowly they are evolving into fashion accessories”. Samsung have created the product Gear S, to overcome this issue with their product. “The watch is a module that fits all straps of various colours”. “Even third party OEM’s have been making jewel straps”. This allows the individual to choose a design or style personal to them. This shows that brands are beginning

to notice the acceptance of wearable technology with fashion and trying different methods to overcome this issue. This is something Apple has also tried to do with their wearable watch device, so the established brands have already began thinking of a solution to solve this issue. In terms of other devices being created, Bushra Burges feels that when brands integrating the technology with the garment, “it’s still not fully integrated” there are still issues with hardware and size of hardware that prevent this technology from being fully imbedded. However Steve Reynolds says, “ In an ideal world that perfection, having potentially the brand Rolex with the Samsung intelligence…. This is something you will begin to see in the next three to five years”. And Bushra Burge states “Adidas and a few other companies have these smart textile, which is completely imbedded in”, this also relates back to Mike Bell "We should not be trying to make tech wearable, but rather make wearable things technology-‐enabled," (Mediaweek.co.uk, 2015) So maybe the reason wearable technology hasn’t yet embraced fashion fully yet is because of general technical production issues that innovation hasn’t yet embarked or maybe current wearable technology is positioning their products from a technology centric, rather than the consumer centric. Brands such as Apple have tried to reposition themselves on the market, by employing Angela Ahrendts, ex Burberry fashion expert to create an aspirational (brand Brandrepublic.com, 2015). Brands are doing all they can to encourage the acceptant of wearable technology and fashion. It appears that the established brands are the ones that have the leverage from wearable technology simply because they are able to invest more into innovating and manufacturing more sufficient hardware. Once this technology is openly available, smaller brands may begin to make products based on the consumer centric, rather than focusing on the profit centric which most big brands do, Steve Reynolds says “This watch could inclemently grow the revenue by 10 or 15 percent” for other companies.

Benefits and disadvantages Hardware and size of hardware is also huge limitation for these devices, firstly Bushra Kelsey Burge states “hardware, size of hardware and durability of hardware” are her biggest issues as a small producer, these issues could essentially impact the consumers view of the product, if the hardware is still not correctly imbedded or isn’t small enough for the device this could impact the way the consumer interprets the product. Also these limitations can affect the overall performance of the device, for example making a battery small enough to fit into the device and the battery life is significantly decreased. Even established brands such as Samsung have similar issues, as Steve Reynolds states “wearable technology is not yet advanced enough, we’re in the early days”. In terms of these watches they still have to connect to a smart phone, therefore people may ask themselves why they even need this device, how does it impact their life differently than from just using their mobile phone. This relates back to figure 1 (the adoption process) how can these devices enter the beginning segment of innovators, if there is no fundamental difference between this device and a smart phone. Innovators buy into new products and innovation, before these products begin to emerge on a mass scale, it has to be certain that technology is advanced enough to the consumer and is fundamentally different to existing products, such as smart phones and tablets. Current markets such as fitness and health have seen a large acceptance of wearable technology and society has welcomed the new brands that are producing this technology. The unique selling point for these devices and the simple fact they are surviving is because they are capable of reading accurate measurements of each individual, which differentiates these devices from other devices on the market. From the primary research, one concern for these devices, one that is often missed is that the more these devices begin to automate services and feedback of the human process, the more they begin to disconnect people from society. Bushra Burge states wearable’s “could isolate people”, if this technology is used

so the user doesn’t have to leave their home”. They begin to disengage from reality, human contact and communication is limited, the more these devices can understand the user and automate conventional ways tasks are handled. “With all these benefits, the irony of it all is that it’s doing the opposite” (Bushra Burge) for example if a device can send information straight to the GP along with collected data, this could minimize human contact as the doctor may only have to recommend a solution using communication through the device. In affect the user will no longer have to leave their home to address the problem. So in terms of benefits and disadvantages brands have to consider all scenarios and have to prepare for the future implications that they might bring. Fundamentally there is a huge market for wearable technology and society will begin to see an emergence of variety and variation of these devices. “The wearable technology market isn’t yet mature, when technology harnesses these devices, there will be much more variations” says Steve Reynolds.

6.0 Conclusion and Recommendations To conclude this Report wearable technology has many beneficial impacts, for both the consumer and the advertisers, however there are also limitations. Brands have to consider when entering this market of wearable technology, the issues that the consumers, the users of these device will have to overcome. Firstly in terms of data collection, current technology is being used from both, existing wearable devices and systematic point systems, to understand the customer more personally. The data then improves the consumers’ lives through the improved quality of both marketing and usability -‐ simplifying the process. Significantly, technology has already shown that by collecting data using wearable devices, it can extract more precise personal information that cannot currently be understood by any other consumer product or service. It can measure attributes of emotion, such as, stress and sleeping patterns, heart rate and GPS location. If this data corresponded with the systematic point systems stores used to understand consumers buying behaviour, these devices will begin to understand the emotional reasoning behind why you buy what you buy. Taking into account the environmental factors and personal factors that you input into the device. App developers have already started creating apps for wearable devices; this could be the way to bridge the two together. Data collection from wearable technology can improve the consumer’s rational decision-‐making process, and can therefore speed up the conscious buying process through advertisements. Also it’s proven that even simple products such as wearable fitness bands, can collect personal data and when conjoined with social media, can improve local health. Therefore using methods of smart advertising from the collected data could begin to paint a picture of the user of the device. Advertising using this will become much more precise and suggestions to recommend brands would relate more closely with the users’ personal profile. For example if the device noticed patterns of light sleep and no sleep, then the device can advertise products such as sleeping tablets, comfort

pillows, memory foam and other sleep related products, the more the device understands the user the more relevant and useful the advertising. Using Smart Advertising through these devices, or even using the data to improve other methods of advertising could possibly be the solution, by suggesting products or services fit to each individual’s data would help rationalise the consumer decision, not overwhelming the individual with hundreds of unnoticed or misinterpreted advertisement, relating to the perceptual process (figure 2). As a consumer product, most current wearable technology can be applied to the adoption process (figure 1), as it is new technology it captures the 2.5% of innovators, the new design and functionality falls within the requirements of the innovator consumer population. These products have to overcome limitations such as hardware, size of hardware and the integration with fashion if they want to survive the full process, with a long Product Life Cycle. Wearable technology products can begin to understand the user more personally, from bio stats, sleeping patterns, brain data, stress levels etc. However, as this data is considered personal and private information we’re returned to the major restriction for exploiting this data -‐ the data protection act 1998 and the social movements that are working against this data being used. This technology has to be embraced by the user in order for its effectiveness to be accurate, people are given the option to opt out, which in affect could subordinate the accuracy of the results. The law states “The Data Protection Act controls how your personal information is used by organisations, businesses or the government” (Gov.uk, 2015). The more sensitive the information the stronger the legal protection against how the data can be used, health is considered to be within this category (Gov.uk, 2015). This can be closer examined to determine how data protection acts can influence how this technology is used.

Secondly, focusing only on the innovation aspect of these devices, a significant improvement of functionality and handling of everyday tasks is evident. The devices can organize personal data along with improving the ways it can be accessed. Brands have tried to develop different methods to make collecting data fun or useful for the consumer. For instance creating apps or connecting with existing apps to correspond with the collected data, the consumer can then use these apps to challenge and improve current measurements, even collect points. It also automates the process, as wearing a device on the wrist is natural (Kerr, 2013). Fitbit device has currently got one app and 38 associated apps (Fitbit.com, 2015). If wearable technology was to be employed by staff in a consumer-‐based industry, the quality of the customers’ shopping experience could be improved. The data that is collected could be used provide a tailor-‐made experience, offering the customer offers and incentives that are suited to their usual shopping habits. The use of hands free devices could also make the staff’s daily tasks easier, streamlining processes and simplifying tasks in especially in more labour intensive jobs. Brands have tried in many ways to encourage consumers to accept these devices as fashion accessories but technology is not yet evolved enough to allow for the style so that the gadgets will appeal to a variety of fashion groups. For example, the Apple watches are quite big in size due to the limitations on size of hardware. If you consider that woman’s watches tend to be small and elegant then straight away there is a consumer group that would find it difficult to see the appeal. This also reflects Bushra Burge view that “wearable technology hasn’t yet spoken to the female consumer”. Further research will be conducted to better understand how the female market feels about wearable technology. They will also be asked if they feel wearable technology is targeted at men, using this quantitative research, we can gather statistics that show how women feel about these devices. Brands could use this

research to better position themselves within the female consumer market and identify the limitations that might stifle sales from the female target group. There is an opportunity for brands to bridge that gap in the market and capture the attention of the female market that aspires to buy into this technology but feels that there is nothing out there for them. Due to a low market penetration in wearable technology, there will be limited insights in this study compared to similar studies in other industries. Once these products are better or more widely adopted by the consumer, we can learn through quantitative research how these devices work, what they are capable of and how well accepted they are by the consumer. However, this research should give clear reference to the different consumer groups, and just like the Adoption process (figure 1) these consumer groups can be divided into sections. Brands can use this model to create new wearable products and identify where their product best fits in. They get a better understanding of their target audience and see who their device appeals to and position their product accordingly. In the near future when there are more devices to choose from, discussions within the consumer groups will allow further insight as to why particular consumers gravitate towards specific products. Questions around data collection will be asked to determine exactly how people feel about their data being used. We can then understand if the benefits of allowing the use of their data do actually outweigh any compromise on privacy. Significantly this consumer insight will either contradict or correspond with aspects of this study; in addition wearable’s can be closer examined from a consumers angle.

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Appendices Appendix 1: Katy Perry wearing smart textile dress created by CuteCuircit

Appendix 2 : Maslows Hierarchy of needs (Maslow, 1970)

(Appendix 3) Bushra Kelsey Burge Transcription Bushra: So you say you’re focused on the sort of data collection side of things and kind of fitness crossing over to health and actually there’s quite a lot companies such as (Blooper) they get money off for if you join the gym and subsidize youth and things like that, well actually if they could connect it to subsidising these fitness bands WT, because you could have a kind of point system couldn’t you, because it’s very accurate information. Me: Yes it is it’s very quite impressing, at the wearable show I attended, there was products that could read your pulse measurements, there was even something called ghost running, it was a prototype though, it basically shows you the ghost shadow of your previous run, but imagine it this technology could connect with products such as Google glass, this can sort of bring augmented reality into everyday life such as fitness. Bushra: That’s interesting, that would be cool. But they have stopped with Google Glasses they aren’t selling it are they? Me: Google Glasses Yeah they have discontinued that now at the moment. Bushra: I remember there is this one brand that is really amazing it’s like these helmets for skiing, and they have like a visor and they have all the information, so there are over companies out there, who are very quite sport related and maybe you really can’t use your hands. So yeah there are those kind of thing as well. Me: Yes, it’s amazing how many emerging brands there are in wearable technology, I don’t know if you have heard of the product Nikle, it’s a watch you can wear, again it’s just a prototype, it clips on your wrist, and you do an arm movement, it comes off and fly’s like a drone, it turns around and takes photos of you, comes back and goes onto your wrist. Bushra: Was this at the wearable tech show?

Me: Yes like I said only prototype though. They just had demonstrations of the watch and scenarios, like rock climbers using it high in the rocks. So if this technology is heading down this avenue, it would be quite interesting to see if a lot of people connect with it, but at the same time there is a lot of issues with privacy etc. Bushra: So then again if you separate your data collection into a sort of bio stats, as opposed to photographs, like one’s a leisure thing and one is really about fitness, so I think you need to keep narrowing and grouping, and actually there is legislation about both that data, because some people don’t want, or quite nervous about all there data being available somewhere or collected somewhere. Me: Its true there is certain limitationsthat exploits this data, because like you said before about big data, even though it can be used to help, laws, act and legislations on how it can be used prevent it. Bushra: But again that’s another whole book. But yes it’s a very important area you should definitely cover a paragraph on this. Even though it’s outside of the scope on this particular project but you know this is another huge topic, it’s definitely a huge concern. Me: Yes your right, so you think I should narrow my research down, I have tried but it’s hard to find a point to engage with, because its new technology, is quite overwhelming and I become a kid in a candy store, I can’t seem to find a preference. Bushra: Hahaha, you should do that after you’ve submitted your work, or do future research, and talk about how yeah the health update is really important but if this technology could take a photo of the condition as well, so for instance someone who can’t leave the house, like an old person, I don’t know, say they have a blister or their scared about a lump or something, it can actually take a

photo as well, and send it straight to the GP, along with other records, and bio stats. Me: So do you reckon there is a big market for this fitness and health with wearable? Bushra: Yeah and especially with old people they are left on their own, they don’t have any people to come and see them, they become isolated, in some way it could potentially make them more isolated, because they don’t even have to go and see anybody. Me: Yeah it’s true it sort of disconnects people from real social groups, just like the internet has with online social media. People find ways of connecting without even leaving home. Bushra: Yes, so again that’s quite good in your conclusion as well, with all these benefits, the irony of it all is that it’s doing the opposite. Me: That’s so interesting to know actually. Anyways I have prepared some questions, but if there is anything you want to say that you think could help please feel free.

Beginning of questions: Me: Firstly, just to gain some knowledge behind what you do with wearable technology? 1. What projects have you worked on recently in terms of wearables? Bushra: So I’ve done a few costumes but it’s really just hacking things together, I’ve done a costume for this cyber funk band. With interactive lights, I was just messing around with the components and looking at the limitations. A lot of wearable tech is born from menswear and utility and watches, so basically, it’s technology with Velcro on, and I wanted to look at it from a feminine point of view, making it see-‐through and things like that. More recently I was at a workshop up in Nottingham, I don’t know if you saw my post. We was looking at kind of seasonal affected disorder and how to make an interesting hood with light where you can hide to compensate for lack of light, and actually with a couple of students we are going to work on another project, one to do with a sensor, which senses if you are intoxicated and it sends out an email to a taxi, or to your mum or sister, whoever really. Or even have a necklace, which, when I say yes, I mean no. Me: So you’re messing about with other forms of technology which haven’t been used in wearables, just to see how people engage with them, acknowledging they react with it. Bushra: Yeah, but also if you’re in a vulnerable situation, actually it’s recording or even maybe film the situation, to see everything that’s going on. Me: So this could improve safety as well, for instance if a girl was out at a nightclub, going home, needs to be safe, this device will make sure of that.

Bushra: Yes exactly, but again you have to ask, how do you make it so it’s wearable, how do you make sure it’s not illegal. Me: 2. Did you show this technology to any member of the public, or talk about these designs to any females, or different target audiences to get some opinions? Bushra: No not just yet at the moment, I’m just going ahead and hacking, and I’m also in the process of setting up an online boutique of fashion wearables, a very sort of curated one. Because I know people are hacking in their bedrooms and actually that’s the most interesting work that is happening, it’s not the Google projects, it’s not you know the big brands, it’s the underworld of this technology that is the more interesting. Also you remember how you was saying how there is a whole movement of technology coming out, based on basically terminator and things which have been in films. But that is so far removed from anything that is truly useful, it’s kind of gone on a path that is building on fantasy, fantasy, fantasy, and it’s kind of like here you go consumer, this is what we have got for you and this isn’t really the right way of product demand. Me: So your’e saying you should see what the consumer want or need before you make something for them? Bushra: Yeah, that’s why all these products are coming out and they are not producing them, Google Glass came out, and then decided not to produce anymore. Me:

3. What challenges did you face when creating these devices? Bushra: Yes oh gosh there are loads, the hardware firstly, especially from a hacking point of view, it’s still not integrated, like I was saying Adidas and a few other companies they have these smart textiles, which is completely imbedded in. But for a small producer like myself, I don’t have access to any of that, but I’m still into prototyping so I could go to say China and say make the seamless invisible version of this. The other biggest issue or two biggest issues actually are battery, finding a small enough battery, well saying that I posted on my twitter account the other day a flexible battery that is distributed all the way through the garment, so it doesn’t have to be a hard pack which drags, and looks ugly, the flexi battery is also washable and rechargeable. So these things are coming out slowly, so yeah hardware, size of hardware and durability of hardware. Me: 4. In terms of wearable technology, where do you see it heading, what industry do you think it will begin to emerge in? We spoke earlier about the emergence of wearable technology in fitness and health are there any other industries that will start to uses similar devices? Bushra: I think it’s definitely. Things where you need a lot or repetition actually, funnily enough, you know like logistics it’s appearing already, because it feeds back the human process. You know if you’re doing scanning in a shop, something attached to the wrist can make the process more simplified. Automation, which is where technology is used for anyway and it’s another next leap of automation, especially where there is labour intensive jobs. Health, NHS, connecting the data with insurance companies. You have to think why are you wearing it, what is the point of wearing it? Why isn’t it just on your phone?

Me: With that being said lots of these current devices, such as Apple and Samsung devices, they actually only do similar functions that a phone would do. Bushra: Yeah and they’re not independent, you still need your phone to connect with it, in order to make it function. I did see at a wearable tech conference last year a watch that had anything in it, but I mean you couldn’t even see the text, when you type it was rubbish, you think to yourself what’s the point in this. There is also the whole costume area, you know where it’s being used for a while, Katy Perry dresses and all of that, people might think what’s the point in that how does it relate to the consumer, well actually it helps the consumer get used to technology being used in their garments and not being completely uncool. Also it speaks to the female consumer, which wearable tech hasn’t so far. Me: From some of the projects you worked on, what is some of the responses you got from them, good and bad? Bushra: I did the augmented reality brooches, which I’m actually going to sell on a market stall in a few weeks, I thinks it’s very novelty based, what I’ve been doing is novelty. Colleges are like: ahh you did it in your sleep. The initial thing I started on was for my master’s projects, it had some tags on fossils, when you swipe it on your mobile phone, a related video would come up. This was about four years ago now, at the time I was like I’m going to sell this and it will be a massive consumption product and then there was all these practical issues with it actually, then another brand came out that did the exact same thing, like your memories are on a piece of jewellery. At the time I was like oh no why didn’t I develop mine and take it to market, but then a friend of my who used to work for Samsung, well she said wait and see how they do, and they didn’t do very well actually. Me: do you think this was because society wasn’t ready for this technology, or do you think it was other reasons?

Bushra: They didn’t automate the process, and there’s certain things, it’s like it required a NFC reader in your phone and iPhones didn’t have that hardware, so your cutting out people with iPhones, people who do have NFC readers, they would be Android phones, if your NFC reader is on, it starts buzzing every time you have a NFC tag and actually so many things have NFC tags, oyster cards have NFC tags, the contactless cards have it. So if you have it there and it’s constantly going buzz, buzz, buzz, you know it’s very hard to isolate your experience. Because it was a trigger effect, you could do two things with it, you could download the relate video onto your phone, but then you have to connect to the Internet, you have to wait for download, make sure there is space on your device, etc. Or it’s on a database online where you have to connect and stream it; you know which is again a slow process. All these limitations. Even the people who are like my phones going to fly out and take a photo, in reality, like so many things could happen, is the lighting right, even with my augmented reality brooches, it completely relies on, again it’s a trigger mechanism, on reference points on your photo, like if it can’t see these reference point, because of lighting or the way you’re holding it or whatever, then it connects to a database online, so you have to have good internet. Anything with a sort of like a production line of things going on before it can happen, you know things could fall apart at every single stage. Me: very quiet interesting actually, it’s so good to hear from someone who is passionate about this, I’ve read your blog and website and the passion about wearables shows through your work. Bushra: I’m interested in the innovation aspect of it, so I’m not as interested in it actually in the fitness bands and watch devices. I went to a Google Glass meet up, it was all about how to create apps for Google Glass quickly, a guy was up on stage and he was like I’m going to show you a presentation app I created, it gives you an auto cue, he was such a good presenter, until he ran the app, then he was

like reading, I was thinking this isn’t enhancing your presentation skills, its disconnecting you from the audience. Me: So the app wasn’t doing the job it was supposed to do (laughs) Bushra: yeah it just made it worse. Me: sorry slightly off my question here, but do you think that this is because these products are not at that stage, not quite ready to be developed. Bushra: I think that so far it’s being developed from a technology centric, so how can that ever enhance human experience, its completely coming from the wrong angle. Me: So you think if these fashion brands sort of enhanced and harnessed the technology side of things rather than the other way round, do you think this will have a stronger impact on the consumer market, and will start to see people buying these products? Bushra: Yes, yeah, definitely, absolutely. Me: 5. In terms of data, what value of data derives from wearable technology to marketing? Bushra: All the bio data, but in terms of marketing, you will probably be able to opt out, because at the moment, when you put your information in, when signing up to a website, you sort of opt out of emails, and your data being sold and a similar thing is going to happen. The law must be there already. So if you’re prepared to be marketed to based on your biological data or your health stats, I mean personally I have a lot of friends that are like, I want privacy, artists friends as well, and there is all these kinds of movements that are like we

don’t want our data to be out there. Maybe because I came from a science and technology background, I just see it as innovation, just see it as so what. Me: I think I’m the same. If this data is going to be used to help people them why not, if they’re going to use it to push products and ads to you. Bushra: I mean why is that a bad thing. Me: I’m not necessary saying it’s a bad thing, but people might think it is. Like I had a presentation with someone from Sky, they came up with a new way to sell ad space, based on understanding each individual, and big data. If wearable technology harnessed and used similar methods of collecting data, they could understand individuals on a very complex personal level, and advertising would be so much easier, or more specific. Do you think this is something you can see happening? Bushra: With advertising it just spoke to people didn’t it and it hoped for the best, so it’s very difficult to measure if there is any cost benefit, in any posters or adverts. Whereas yeah if that happened it’s very specific to that person and you know if they go out and buy the kids a toy, you can see when and at what time. Me: 6. From the devices you have created, have any of them been able to collect data? Burshra: the next ones will, I’ve brought a bunch of sensors. I mean theses these alpha wave sensors for the brain, but they are so bulky though, so I would love to use those but they have to be developed further. I creating, it’s more of an installation with a stress tester, which basically collects your skin conduction, with a gal phonic skin responsive sensor. I tried it as well, it collects these reading and if you take a deep breath the numbers go down, so

it’s stress testing. So I was going to have these gloves where it measures your stress and then Bluetooth videos, kind of like instillation with chilled out video, see if reading go up or down and react to your stress, just an insulation really, but that’s not a consumer product. Me: In terms of the fitness industry, there has been quite a big emergence of wearable technology from them Bushra: I don’t know if its emergent anymore though, it’s kind of been and gone, and you know those who are surviving are surviving, some of them are disappearing, people have stopped funding those prototypes actually , nothing new is coming out, it’s kind of the same thing. Me: so what industries do you think will benefit from wearable technology? Bushra: Maybe people who are vulnerable, people who can’t articulate, you know babies, there are a few baby-‐monitoring devices, you now the kind of area people can’t articulate. If the data collect, you know there are these fit bands for data collection, but if they could actually find a really interesting app or something that response to that data collection it will be a much better experience, its fine kind of saying how badly or how little your sleeping, but it needs to be connected to something else, to say well I’ve booked a holiday for you, I booked some time for meditation, so it has to has a solution as well as tell you the problem. Me: for you think even though the data collection might identify the problem, but it then should give you solutions or suggestions as well. Bushra: Yes, and maybe that’s through advertising, I don’t know. Me: 7. Do you think once this wearable technology harnesses this data collection and can understand the consumer or user; do you think it

can improve the qualities of marketing, making advertising more direct and accurate to each individual? Bushra: Because you can collect your health stats through wearable tech, what you can’t really do with your mobile phone, yeah it will be a lot more personal. Because even age as a factor of demographic, is not really reflective of how old you really are, physically old, or how healthy you are, Even todays 65 year old is sometimes as healthy as someone who is forty years old . Me: Do you think these devices that are being created are just to use this data for marketing purposes or do you think they are designed to help benefit the consumer? Bushra: I think with these big companies, their objective is to provide shareholders with profit, however if you can find a useful product to benefit the consumer, and use that marketing data properly, its going to be better than just using the marketing data without actually having a useful product, like Google glass for instance. So the product development has to be a lot more consumer centric otherwise there will be no point. Me: 8. Devices such as mobile and tablets, have a always on connectivity this can give consumers information on the move, if wearable technology harnessed this feature, will this have any beneficial impacts on the consumer and or on the search engine companies? Bushra: One of my friends who does hiking, she said it would be really good to have technology in the shoes, you know GPS, things like that. So I guess if you’re somewhere where you don’t really know, it will be good to be online and have your hands free at the same time and not having to check all the time, I think in specific circumstances, defiantly.

Me: Do you think technology will begin to integrate into the user’s body, implanting devices? Bushra: They have been planting, geeky people have been planting NFC tags into themselves for the last seven years, it’s basically oyster card technology, so what they do is swipe their wrist over their computer and it opens up. People have been doing this for ages, there is little circuits that are being tattooed as well, so it’s kind of happening. I spoke to a friend forecaster in November, he was in a conference in goldsmiths to do with robotics, he was saying it’s all going to be imbedded into the body, it’s not going to be wearable for long, everybody is going to be chipped. Even though this technology is still quite novel, I can really see it with children, like they wouldn’t go missing anymore and things like that, or well you will at least be able to track them if they do. Me: 9. So what devices do you think will be accepted by society and have the biggest impact on the way things are currently done? I know you spoke about health data and things like that, but is there anything else. Bushra: I think something will come out, within social interaction, which nobody has thought off. I remember when they brought Internet into my university, my first university was imperial and you know we had to use emails, I didn’t even know my email address by the end of my degree in the 90’s, but I still got a job in I.T, its quite funny now to see it being widely used. Nut then again how can you think of something new to engage with the consumer and actually someone did. So I think similarly something, which is not just functional, but is also fun as well will appear. There is another thing I am going to work on actually, which collects bio data stats for dating.

Me: what sort of data will it be collecting? Bushra: Stress levels (laughs) so actually it can be used during dating actually if your meeting someone for the first time. Me: sounds good that could potential be something people use, if it’s a novelty piece, something that’s fun that would be cool. Even if it was serious and accurate, I could see people using it. Bushra: Well you think a lot of cultures use CV’s and various other imperial data and stats to match people together for marriage, this is the next level. Me: 10. As wearables have made the jump from buzzword to reality, smart advertisement should be doing all that can to make sure they don’t get left behind, do you agree? Bushra: I think there is a real lack of knowledge actually about what’s possible, and I don’t know how to bridge the marketing or advertising to the research departments. I don’t know if they have to work with innovation department in universities, where people have to create something new, is they’re a PhD project, or sponsor projects, rather than technology companies sponsoring all the PHD projects, should be more the provisional advertising companies actually. I went to this conference in Nottingham and it was within the PHD research department. People didn’t really want to sit there like patent pending, everyone was patent pending which kind of held things back as well. The difference between wearables and say pure digital is because its product based, you know you can patent a lot more thing, you got components and that kind of hampers progress as well, because things can be hidden. Whereas pure technology or digital, it changes culture a lot more easily because you can create the same experience but with different coding.

Me: 11. Do you think this technology will disengage people from society? Bushra: Yeah I think it will, nut there is always sort of a back lash and there is all these people who are becoming disconnected again, they wont switch their phone on and maybe that could help through wearable technology, where you are getting depressed and it measures that and switches everything off, then come on again in two days time. Me: 12. As you work quite a bit with technology and fashion, do you think the fashion brands will benefit more fro harnessing the technology companies or do you think the technology companies should embrace fashion brands into their work? Bushra: I think it feels like the fashion brands, all need a smart watch just to remain in part of the game, would it make it more marketable, I’m not sure. Its marketing to a certain consumer group, so they are trying to be part of that, but is it creating a new profit centre really or your just selling to a bunch of guys who always buy the next big thing. Me: But what I mean is if the technology brands entre or emerge into the fashion market, do you think they will be shot down by other big established fashion brands, for instance a Rolex over a technology based watch like Apple. Bushra: I think with branding to fashion it’s a completely different ball game, to function branding, particularly for instance something I teach on my course, you can get a white t shirt like jail sanders for five hundred quid you can get one from Primark for one pound, really what is the difference, it’s the branding. And because of the way technology companies have evolved you cannot sell a twelve grand Apple watch, but it could be the same watch and in terms of Rolex it can

seems it’s a reasonably and relatively price. Because it’s a aspiration brand, where is apple is a mass market brand. Me: it’s funny you said that, apple watch have released a product that cost twelve thousand. Bushra: but what they have done is create a aspiration product to say, this is how wonderful we can do this, it’s funny because they have ex fashion, luxury fashion people working in apple, they have the ex director of Burberry for instance and the way these luxury brands work is they have the luxury items which don’t really sell but people aspire for, and then people buy the perfume. A 30 pound channel perfume, to get a piece of channel that they will never afford and they are trying to create this with Apple branding, but I think it’s too late.

End of interview

(Appendix 4) Steve Reynolds Guest speaker for Samsung Wearable show Transcription Me: From my studies I’ve noticed some major limitation from wearable technology, one was overcoming fashion, as an expert how can brands overcome this issue? Some brands have found this a major issue in terms of the consumer market, apple have released a watch device that has interchangeable straps, so in the near future fashion brands can utilize this by creating their own products that can fit the device? Maybe this can be a way to overcome this issue, what are your views as a wearable marketing specialist?

Steve Reynolds: Samsung has done the same, third party OEMs have been making jewel straps and things like that. Let’s face it if you’rr talking about wearable devices, specifically watches, I notice you have a nice watch on, and so do I. its jewellery at the end of the day it’s a personal statement about you! And we have to portray that through are products as well. In terms of the technology that’s out there at the moment, were in the early days. In terms of devices most wearables have been in the fitness market so they tend to be near preen bands, waterproof and things like that, slowly they are evolving into fashion accessories, and if you look at the gear Ask that’s the first example of that with interchangeable straps. So the watch is a module that fits all straps of various colours. Me: It allows a personal statement, a personality for each individual? Steve Reynolds: Yes! That’s an excellent word. Personality. So from that perspective it’s starting to happen. The other thing you have got is the female male device and that’s coming up with technology that is almost unisex I think the strap helps to do that. One thing that has to be dealt with is size, gents watches tends to be large and ladies are usually small and elegant, so coming up with a solution for that is the challenge. Me: Has your brand looked at current fashionable watches and tried to match similar designs? Steve Reynolds: Yes we do; however the fashion industry continuously changes and constantly changing technology devices would be an issue. There is still a way to go on that and you see as the market starts to evolve you will start to see more of a variation within these devices. Me: Another issue I found and from my opinion people would rather choose the brand companies rather than the technology companies for watch devices. For instance brands such as Rolex will be a preference rather than a

technology watch such as Samsung or apple. People want to make a personal statement. Steve Reynolds: I think I know what you mean, how can the technology industry tap in to the prestige watch market? Me: Yes. Do you think it can do that, do you think it can merge into this industry or do you think these device will have their own market ? Steve Reynolds: I think preternaturally it’s got its own market. I don’t think anything is going to compete with timeless pieces like for instance a omega watch, I love my watch I’ve had it for 10 years, I’ll have it probably another 10 years, Because it represents me. However if I’m at work or out somewhere that particular personal statement isn’t required, then iI’l have my alternative statement, people tend have more than one watch. So from that perspective people like choice and as the market matures you will see technology harnessing these devices there will be more and more variations that gives that joy and personal statement. Me: Do you think that similar technology will be able to be applied to some sort of interface (Chip) and insert this into a watch that has already been made by another (fashion) brand. So for instance if Rolex did make a 2015 model watch that has the option to apply this interface to it and gives similar technology that you use in these Samsung devices to integrate with the brand. Steve Reynolds: That’s an interesting question and in an ideal world that’s perfection. Having potentially the brand Rolex with the Samsung intelligence, and I guess what that would come don’t to is the physical size and being able to fit all components in the watch. Me: So basically you think this is possible but just when technology has that capability to shrink to a small enough size, then this maybe be something to expect.

Steve Reynolds: Yes defiantly, I think this is something you will begin to see in the next 3 to 5 years. Me: So this is something Samsung is working on Steve Reynolds: Yes, yep potentially this will be something we can work on. Me: In terms of data collection, which we briefly spoke about before, how can these devices understand the customer to help marketing qualities? Steve Reynolds: So giving a sort of theoretical answer to that question based on based on a couple projects we are doing. Imagine a scenario where you go into a consumer electrician store and you want to buy a Samsung table or something. The experience at the moment is that you have to find a shop assistant, you tell them what you want, so a Samsung galaxy 4, so then go to check stock, they leave you standing there, then somebody’s using the machine for a didn’t products search. So the whole experience is that of they don’t really care about me. I’m coming in I want to spend 500 pounds and I’m not getting enough personal care. So turn that around give all the shop assistance watches, connected to the Wi-‐Fi and the stock system. So then when a customer comes in and asks for a Samsung pro, they are greeted by “hello sir yes ill check the stock for you” they simply type in the stock code, which is a six digit code, on the display its asks if you want that, you click yes and a message is sent to the stock room where the warehouse person will bring the item out. In the meantime the watch will suggest offers, so whilst you are here sir you can get a case for that device its currently on offer, 10 percent off would you like that as well? So were upselling, I can sell you an insurance policy to protect it as well, so not only have you got the ability with wearable technology to give you a personal and better service, where the customer thinks, yeah this employee has respect for me, they like me as a customer, but they have the time to now upsell other products. Now here’s the thing about marketing, so where now catching

the transactions of people coming into the shop wanting products that is information that is not currently being captured in any retail outlet, so now what we have got is a data base of potential customers coming into the shop with money to try and spend it, so the information that we haven’t got and this is the important bit, and can be collected by the watch. So this is business insight, we can now see who come in the shop with money and didn’t spend it. So what that enables us to do is to turn around the whole stock management to be based on business intelligent. So buy simply giving the employees these watches could inclemently grow the revenue by 10 or 15 percent by managing the stock better, by knowing what the customer is going to want. END OF INTERVIEW

(Appendix 5) Jake Jacobson Partner marketing exhibitor for Muse transcription

Me: How can this device collect consumer data?

Jake Jacobson: Big data, that stuff is all connected and on mass scale can be very important, so I can defiantly see that being beneficial. But this it’s so personal, your own brains activity, we feel as a company that, this data belongs to you, no one should ever intrude on something that belongs to you and with that we feel as a company that we should be allowed to access that. Me: a lot of technology that is being displayed here or on the consumer market is trying to position themselves as a personal device, why is this? Jake Jacobson: like Tim Cook said last time its keener in the centric, this device doesn’t belong to you it is you. That’s sort of where wearable tech is going,its going to become an extension of you.

Me: One major issue that I have come across in my research is combine wearable technology with fashion and making it fashionable enough for consumers to purchase these devices, looking at your device how did you overcome this barrier, or is it not a issue for your product? Jake Jacobson: To be honest I wouldn’t walk down the high street wearing that, but I mean if you look at Google glass, what’s the difference between this and Google glass, its actually looks like this device plus something that come over your eyes. Me: But saying that Google glass did get discontinued, so this might have been one of their issues? Jake Jacobson: but the difference is our product is designed for a three min exercise, for people to relax with it and train their brain. I mean I box, I play rugby, I’ve got mates that hang out a rugby club and they use it sometimes. But I use it when I wake up sometimes, I might use it mid day sometimes. Me: is there a better time to use it? Jake Jacobson: Not really, however the set ever score I got on it, as I said before the column neutral active, was right before my boxing. Like that make absolutely no sense. So there’s no best time there is no worst time. Me: so what is it actually designed to do, understand you own mind? Jake Jacobson: So imagine your run down, this is getting in to me, I’m writing an essay right now, I’m at university as well, then you get that deadline, so different reading can understand how you feel in different scenarios, and learn technique to relax yourself. The app that link with it is design to challenge yourself, to make it a game that can better yourself. You’re not comparing it to anyone else. Theirs no limit on this, you decide when and where you want to use it, you don’t have to do it frequently, you might do it three time in one day one if you want, but maybe

not touch it for two week. Then your feeling run down again and everything is overwhelming then you can go back to it again and that’s how I started using it. Sometimes if I cant sleep, toss it on, it just mellows me right out. END OF INTERVIEW

(Appendix 6) Patrick Sebastian Hemels International PR coordinator for Jawbone device transcription Me: Can you tell me about your device? Patrick: First of all some people just want to lose weight, this device is designed to log your personal data, so for instants if you want to be 74 pounds, so they say I am X in weight now and I’m trying to achieve 74 pounds, the App helps them throughout the day, and well advices you to take more steps, log more activities then also the nutrition side, where you can log food as well. Me: can you log allergies in foods and things like that? Patrick: Yes you can, it is personal to the user. For instance I always want to gain weight, so at the end of the day it says to me, how many calories short I am to gain weight for this day, because you have taken so many steps and burning X amount of calories, and you have only eaten X amount of calories. Then it will calculate how many calories you should eat in order to gain weight, taking into account exercise and steps. It also works the other way around. Me: so what technology does your device uses to gather information? Patrick: This particular band works with six axis, that track the movement and the sleep pattern part, that technology is from motion X that is the partners we work with, they track the sleep because thy can divide between the sound a sleep

and a light sleep movement in the night sleep your body makes less movement and sound, the band can then tell the difference and know how much you have slept Me: so in terms of data collection can this device if on a mass scale understand your customers and even patterns in community or would it be personal to them? Patrick: It is something personal to them, this is what we are doing actually because our App can also lock with various other apps like, Net, IFT, my fitness pal, there is so many apps that is connects with, so our API’s ore open, but the way it works is if any app that wants to opt in with our app has to agree not to use any data and the data stays personal, and anything done with the data is completely anonymous, so you will never actually know who it actually was so then we can use it based on certain demographics, such as age, gender or say cities for instance so you can see what city has done the most steps in. In our blog there is all these kind of fun, facts you can see and read. END OF INTERVIEW

(Appendix 7) Ian Finch sales manager for Ucom Plus/ Google glass app developer transcription

Me: Can you explain to me your app and how it works? Ian Finch: Think of high level skill jobs, such as building an engine, the app will cover a health and safely inspection workflow, so simplistic things such as wearing your hard hat, because if I’m on a site and I’m not wearing my hard hat companies not liable anymore if something hits me on the head. I then input where I’m working, location and then I fill in all the steps, now when I’m finished I press verify, and you will be shown colours, like a traffic light system, red

means stop, error in your input, green is good to go forwards and yellow is an area that is not so important but could be updated. Me: So will this show this through the Google glass (currently using the app on Google glass)? Ian Finch: Yes you can do all this on the glass, the way you would input the data on that is voice control, so instead of me tapping this stuff in, I would just say voice commands. When I’m finishing the report, via GPS it will send it for me straight to head office, at the moment we are offline so it isn’t going nowhere, but imagine I was an insurance assessor, when you go out to twenty people a day, say for instance a tree fell on the car, you have to take a picture, at the moment you do it all with paper, you have got a check list, you might need your user manual for advice, that can be saved on here as a PDF. I take a picture of that car, I’m doing ten, twenty cars a day remember, I then get back in my car, sort through paper work, organize what claim I have gone to, you then have to upload photos and make sure you put the right picture with the right claim, insurance claim one, or claim the smiths for instance. Bear in mind you can also take video and front facing camera so other angles, Google glass hasn’t got one but your smart phone will. Then once I press send, that goes through my 3G or 4G straight back to head office, whilst I do my next nine. So that insurance claim can now be processed. Me: that’s cool so it’s basically speeding up the process? Ian Finch: Yeah exactly, as a independent insurance broker, they handle around ten jobs a day, this will allow fifteen, I’ve earned fifty percent more wage a day already. Then the data, when you have done your ten you go back to head office, someone has then got to manually input that data, or you scan it and it’s a useless PDF file, here you can do trending, you can send it to back end, like SAP things like that, job done. The other app, which I was showing you on that one, is Ucom plus, that’s available on play store, four pounds a month, per device. So what that does for

you is, imagine someone is working remotely, let’s say in this case an electrician who is in the middle of nowhere and he realizes he’s got a big fuse box job, he’s two hours away from office, he can’t do the job he’s not senior enough, what does he do, he closes up and the senior goes back. With this he can take a picture, straight from the wearable device even short videos, send it back to head office and they can advise him what to do via the glasses, or even just evaluate the situation according to what they think. Me: As your app can use Google glasses, do you have any indication why Google glasses stop production for their products? Ian Finch: They haven’t stopped production, Google glass is not dead which everybody seems to think it is, they have just stopped the way it’s being developed at the moment, they have stopped that development path. So what they are actually doing now is looking at other ways that… I don’t think the market took it as well as they wanted, maybe its not as aesthetically pleasing I don’t know, the second generation in my view will be out, well in my view. Me: So you think this is just the begging for Google glass? Ian Finch: No not at all, they had to start somewhere, and Google glass I mean its really good for what we use it for, for helping people out in the field, because that remote support visualization, you know at the moment the only other alternative is hold up my mobile phone to film, send that the wait for response. Google glass works brilliant with our app, which is why we supply then with our software. Me: In terms of the consumer, obviously the usability of this app helps handle tasks, is there any other benefits that this app has on the consumer, maybe data collection, understanding the customer, consumer behaviour? Ian Finch: We as a company is more focus on enterprise, so from that point of view our app doesn’t really need to do that, I mean you could make a workflow

or making a cup of tea in the morning and cleaning your teeth, documenting step by step of what you have got to do. But if you forget those steps in your everyday life, if you forget to wash behind your ears, its not really a detrimental impact. But if you forget an engine part or as simple as something as a sticker on a part of a car that’s a safety warning or on a packaging saying you know this product might be hot. That’s the kind of thing that our product will help the enterprise for businesses, you know stopping that small chance of that kind if thing happening. So if you’re a consumer our product doesn’t really help. Me: So it focuses on industry and making the users life easier? Ian Finch: Yes exactly, imagine if your going out all day on a building site and all you have to carry is your smart phone, don’t you carry that anyway, so Workflow com and Ucom they are both on mobile apps as well, a smartphone screen is more than big enough, you can take pictures, videos, you can link you 3G online. No problem, its all there you don’t need pen and paper anymore, that’s what these were invented for. Me: So I’m quite interested in the fact that it can help in terms of health and safety, because I can see this a something people using, do you think the future of this app can implement augmented reality to display images and pop ups of what problems to solve straight to the Google glass display? Ian Finch: So you mean like putting your hand in a picking out lights, similar to like what amazon does. Me: yes is this something that could be developed? Ian Finch: it can defiantly be developed, the ability to pick off the right thing, from the right shelve, that been invented already, that’s out there, so there is no reason why that technology cant be adapted to you know, don’t pick that fuse of its live, etc. That’s defiantly possible. But it’s a bit different in a world where you

are picking up a product incorrectly, to picking out a live fuse box; there are danger issues and hazards. END OF INTERVIEW

(Appendix 8) Heba Zayed Marketing manager for HPI 1. Why was it in your company’s interest to make an app for Google glass? The initial reason to commission a Google Glass application was for PR purposes. The app would have been conceptual rather than fully functional and was intended to create interest from tech news blogs and put a new spin on a standard consumer watchdog feature. 2. Why was it decided to withdraw from this app creation? Some of the challenges would have raised questions from journalists that would have been difficult to answer. Some of the missing functionality meant the service was more cumbersome and difficult to use for example, the initial concept was for the VRM (car reg) to be input through automatic recognition so the user simply had to focus the view finder on the number plate of the car and the app would read it. This practice was actually prohibited by DVLA on the grounds of privacy. Meaning that a user would have to spell out the reg phonetically (L-‐Lima, E-‐Echo, etc.). The traditional prices of typing the reg in was more practical, quicker and less problematic, especially when you consider potential issues arising from background noise, accents, unclear speaking voices, etc. a demonstration of the app on say a TV interview could have caused embarrassment. Another issue was the small size of the visual display area on Google Glass. Our service sells car history data to the user, there are many data points and

displaying the information in a way that was comprehensive and still aesthetically pleasing was extremely challenging. 3. How would a Google glass app help benefit your consumer market? I don't feel that this app would have provided the consumer with any advantages other than perhaps leaving the user's hands free whilst they were viewing a car and maybe providing a level of privacy if the check was being conducted in the presence of the car seller. This would only be the case if the app had number plate recognition, though. 4. As your target audience is primarily males, do you think an app for wearable technology would appeal to this target audience? Our audience is predominantly male but the age group is quite broad, I believe that car-‐checking app for a wearable device would appeal to the younger end of the spectrum but in my opinion this would be more for the novelty factor rather than an improved user experience. 5. If the App was created, do you think it would automate the service? Taking into account the challenges faced, I don't feel a wearable device would streamline or automate the service any more than a current mobile device. 6. How would you appeal to your consumer market using advertising through this device? Capitalising on the fact that a user is fully engaged visually provides a perfect opportunity to upsell additional services on the back of a check 7. What data do you currently collect?

A VRM carries many data points about the type of car a user is interested in such as, make, model, age, value, potentially when an MOT is due, We also collect contact details, regional/postcode data. 8. How would this app help collect data more efficiently? Numberplate recognition would have reduced the number of incorrect reg entries 9. Do you think this technology will make marketing more accurate and personal? I think there is potential, but for our particular product/service I don't see any immediate advantages. 10. Do you think this technology could essentially disengage people from society? N/A

(Appendix 9) Online activities related to staying healthy (Academic.mintel.com, 2015)

Appendix 10) Research Ethics Checklist A checklist should be completed for every research project which is used to identify whether a full application for ethics approval needs to be submitted to your Faculty Ethics Committee. 1 Applicant details Name of Researcher Cain Knight (applicant): Module name and number: BM601 / 21116801 Name of Module Leader: Vic Davies Course: Undergraduate 2 Project details: Identify current wearable technology, establish how brands can overcome the limitations of these devices and how will they affect the future consumer. Please provide a brief description of the project: Explore how future innovations could improve a brand’s understanding of its consumers’ behavior. Identify current innovations and explore where the future is headed for wearable’s Discuss how future innovations will affect the consumer, the benefits and the disadvantages. Identify ways that brands can overcome the challenges of integrating wearable technology to style and fashion. 3 Research checklist (to check if more than minimal risk) Please answer each question by ticking the appropriate box: YES NO 1. Does the study involve students within the University? v POSSIBLY 2. Does the study involve employees of the University? v 3. Does the study involve participants who are particularly v vulnerable or unable to give informed consent: children, those with cognitive impairment? 4. Will the study require the co-‐operation of a gatekeeper for initial v access to the groups or individuals to be recruited? (e.g. students

at school, members of self-‐help group, residents of nursing home) Will it be necessary for participants to take part in the study without their knowledge and consent at the time? (e.g. covert observation of people in non-‐public places) Will the study involve discussion of sensitive topics or illegal activity (e.g. sexual activity, drug use)? Are drugs, placebos or other substances (e.g. food substances, vitamins) to be administered to the study participants or will the study involve invasive, intrusive or potentially harmful procedures of any kind? Will tissue samples (including blood) be obtained from participants? Is pain or more than mild discomfort likely to result from the study? Could the study induce psychological stress or anxiety or cause harm or negative consequences beyond the risks encountered in normal life? Will the study involve prolonged or repetitive testing? Will the research involve administrative or secure data that requires permission from the appropriate authorities before use? Is there a possibility that the safety of the researcher may be in question (e.g. in international research: locally employed research assistants)? Does the research involve members of the public in a research capacity (participant research) Will any of the research take place outside the UK? Will the research involve respondents to the internet or other visual/vocal methods where respondents may be identified? Will research involve the sharing of data or confidential information beyond the initial consent given? Will financial inducements (other than reasonable expenses and compensation for time) be offered to participants?

v v

Research that may need to be reviewed by NHS NRES Committee or an external Ethics Committee 19. Will the study involve recruitment of patients or staff through the NHS or the use of NHS data or premises and/or equipment? 20. Does the study involve participants age 16 or over who are unable to give informed consent? (e.g. people with learning disabilities: see Mental Capacity Act 2005). Instructions for all students

6. 7.

8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18.

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1. You must complete this form BEFORE you are entitled to commence your primary data collection 2. The form must be sent to your Course Tutor for approval

3. Your approved ethics form must be included in your final submission as part of your appendices. This is a University required and if the ethics form is not included your work may not be marked 4. If you have any questions or concerns regarding your research please contact your supervisor in the first instance. Instructions for supervisors: Please check the appropriate boxes. Even if the student has answered ‘no’ to all questions in Section 3, the study should not begin until all boxes have been checked and the form counter-‐signed. The student has been made aware of the University’s Code of Good x Research Practice and relevant professional codes of conduct The topic merits further research x The student has the skills to carry out the research x The participant information sheet or leaflet is appropriate (where x applicable) The procedures for recruitment and obtaining informed consent are appropriate (where applicable) Comments from Supervisor/Course Tutor: The sensitive issues do not involve disclosures of any activity or behaviour’s. Supervisor/Course Tutor: I confirm that work as described will be carried out in full conformity to all ethical standards and any additional professional requirements. Name(please print): Vic Davies Signed Vic Davies Date: 30th January 2015

(Appendix 11) Wearable technology show invoice

(Appendix 12) Consent form-‐ Jake Jacobson

Appendix 13 Consent form-‐ Bushra Burge

Appendix 14 consent form-‐ Steve Reynolds

Appendix 15 consent form-‐ Ian Finch

Appendix 16 consent form-‐ Heba Zayed

Appendix 17 consent form-‐ Patrick Sebastian

Acknowledgements and skills I write this Acknowledgment to say thank you to everyone who made this study possible. This has been the most difficult piece of academic work I have ever experience. I would not of been able to conduct such a challenging topic if it wasn’t for all the marketing department and family advice. Sincere gratitude to my mother for helping me critique and correct the document for errors. Although, I wish to express how grateful I am to Vic Davis. As he has encouraged me at every hurdle to overcome all my issue I face during this research. Its been a difficult time for Vic and me other the last year and I have to say I’m so appreciative for his absolute commitment and dedication to helping me conduct this piece, he never gave up on me, so I dedicate this piece to you Vic thanks.

Supervisor Meeting Diary

13/ 11/14 – Discussed topics that would be interesting to cover. 22/11/14 – Looked at current wearable devices to discuss how they can be analysed. 8/12/14 -‐ Showed Vic some of the theorists I will be discussing. 17/2/15-‐ Looked at final pieces and corrected changes of methodology. 30/2/15-‐ Showed and changed interview questions. 12/3/15-‐ Discussed the wearable technology show and showed current work. 18/3/15-‐ Emailed interesting references. 17/4/15-‐ Discussed some interview issues that occurred. 20/4/15-‐ Explained the cross tabulation table to see if it was correct.