Biography

Joseph Baldwin is a researcher, product designer, and educator. Since 2019 Joseph has been a Research Fellow at Cardiff School of Art and Design. He oversees academic and commercial research services and the technical management of the Perceptual Experience Laboratory (PEL); a facility used to conduct in-context user testing and behavioural research. Before his research activities at Cardiff Metropolitan University and completing his Doctorate in 2015, Joseph worked in both state and private sector schools, teaching a variety of Design and Technology programmes.

Joseph’s Doctoral Research explored the user response to pioneering imaging methods, conceptualised by artist-researchers, proposing to emulate the true experience of human vision. The overarching research evaluated conventional lens-based models of representing vision, against the early development phase of a novel digital imaging processes. This process contained intuitive insights taken from visual artists and vision scientists engaged in revealing the experience of visual awareness. While conducting his studies, Joseph worked in a range of cross-disciplinary teams interested in visual perception and consciousness. Collaborative projects included artist researchers, user centred-designers, cognitive psychologists, game designers and vision scientists.

Joseph’s Doctoral research studies were undertaken through the design of qualitative and quantitative experimental methodologies that empirically explored the experience of picture space. Eye-tracking technologies were widely used in his research, which provided unique behavioural insights and a robust understanding of visual benefits through gaze data analysis. The publication of Joseph’s Doctoral thesis and parallel collaborative research undertaken whilst working as a Research Assistant in Product Testing, have helped increase scientific understanding of the geometric structure of visual space, and supports new rules for depicting human vision. The research project saw Cardiff Metropolitan University shortlisted for a Times Higher Educational Award in 2015 for an outstanding contribution to Innovation and Technology. This research project remains active with the development of real-time computer graphics and commercial media technology aimed at emulating the phenomenal experience of seeing and spatial awareness.

Whilst undertaking postdoctoral research at Cardiff Metropolitan University, Joseph aided in developing a customisable low-cost multisensory user testing environment - The Perceptual Experience Laboratory (PEL). Unlike augmented reality (AR) and virtual reality (VR) technologies, the PEL concept involves a video theatre design to present simulations of environmental and social settings that are not traditionally accessible for research purposes. This has provided researchers with an opportunity to stage contextual variables under laboratory conditions for Human-Centred Design (H-CD) praxis and to examine how people interact within controlled scenarios. Preliminary PEL research conducted by Joseph investigated the use of a simulated natural environment to measure tourism’s potential to alleviate physiological and psychological stress and enhance mood. The findings demonstrated that a simulated environment can be used for measuring stress and mood as signifiers of hedonic well-being.

Joseph has been involved throughout the evolution of the PEL, producing simulated environments for food safety and security training, tourism wellbeing, consumer behaviour and user-testing research purposes. Additionally, leading on key aspects of applied behavioural testing methods and conducting statistical analysis to inform meaningful conclusions from study data. Joseph’s involvement in the development of bespoke academic and commercial research studies has provided practical insight into improving the immersive abilities of the PEL. As a stand-alone research project, the PEL has undergone several design iterations involving significant physical alteration and the integration of supporting technologies, to ameliorate the immersive experience of staged environments and induce closer real-world fidelity.

Joseph’s research activities and interests are focused on using simulated environments for food industry and user-centred design research and applying stimulus-response methods on subjects’ experiences and behaviour. He also works closely with and advises undergraduates, doctoral researchers and academics on their applied H-CD and consumer research projects in the PEL. Additionally, he is responsible for the operational management of the PEL, the maintenance of technologies and software in place, and the production of immersive environments and props. Joseph’s technical, educational, and applied research skills are also widely used in explaining the PEL facility to academic and commercial visitors.

Current Research