Bucks New University

Coventry University
University of Gloucestershire
University of Worcester

Applied Research Competition

Programme and Book of Abstracts
 Coventry/Worcester/
Gloucestershire/Bucks New Universities
Applied Research Competition
Wednesday 30th June at Coventry University, Jaguar Building, Room JA102

Programme and Book of Abstracts

 5

Contents
Bucks New University Staff Entries
7 The effect of human judgement on company inventories ................................................................................................................. Professor John Boylan
8 Iodine deficiency among primary schoolchildren in Eastern Nepal ............................................................................................... Professor David A. Brodie
9 Artists into industry: Marl Hole . .........................................................................................................................................................Dr. Neil Brownsword
10 Developing confidence, capability and legitimate authority through simulated practice and feedback .............................................................. Ruth Clemow
11 Researching my own practice using story: creating a space for individual student learning from their stories . ............................................. Sharon Edwards
12 Spoons and spoonness: A philosophical inquiry through creative practice . ................................................................................................. Andreas Fabian
13 Inequalities experienced by gypsy and traveller communities: A review . ............................................................ Dr. Margaret Greenfields and Sarah Cemlyn
14 Third Age, leisure and well-being: Yoga and older women ................................................................................................. Professor Barbara Humberstone
15 Well-being and outdoor pedagogies . ........................................................................................................ Professor Barbara Humberstone and Dr. Ina Stan
16 ChilternChip.com ESCo ................................................................................................................................................................... Professor Florin Ioras
17 Reorganising the business education programme drawing on the UK experience ..................................................................... Dr. Lorraine Watkins-Mathys
18 Diversity, marketing and management .......................................................................................................................................................... Gloria Moss
19 Complications following SCI during transfer to spinal centres during the Acute Phase ....................................................................................... Firas Saran
20 Reducing risk for sexual revictimisation: Potential intervention targets . ..................................................................................................... Dr. Nadia Wager
21 English children, alcohol consumption and national alcohol policy . .................................................................................................. Dr. Gwyn Weatherburn

Bucks New University Student Entries

22 Driver drowsiness detection based on eye blink ............................................................................................................................ Dr. Indrachapa Bandara
23 Optimising video codecs for wired and wireless transcoding . .................................................................................................... Dr. Premkumar Elangovan
24 The effect of mechanical circulatory support on cardiac and exercise performance in patients with chronic heart failure .......................................................
....................................................................................................................................................Dr. Djordje G. Jakovljevic and Professor David A. Brodie
25 Normalisation of autonomic dysfunction in patients following recovery using left ventricular assist device combination therapy . ....................Dr. David Nunan

Coventry University Staff Entries

26 Methods and advanced equipment for simulation and treatment in Radio-Oncology (MAESTRO) . ................................................................ Dr. Olivier Haas
27 An exploration of the British labour market experiences of second-generation Irish: Still nursing & navvying? ............................... Dr. Geraldine Hammersley
28 Critical mass in research . ...................................................................................................................................................................... Dr. Ralph Kenna
29 The governance of sexual violence in Northern Uganda ...................................................................... .Dr. Helen Liebling-Kalifani and Professor Bruce Baker

Coventry University Student Entry

30 Comparing the return of investment of search engine optimisation and pay per click campaign implemented for Trinity Expert Systems Ltd ...........................
....................................................................................................................................................................... Adam Grzywaczewski and Dr. Rahat Iqbal

University of Gloucestershire Staff Entry

31 The virtual rocky shore . .....................................................................................................................................................................Dr. Richard Stafford

University of Worcester Staff Entries

32 Hedonomics and DIY: Does the ‘four pleasures’ model of product reactions apply in decorating tool design . ................................................ Dr. Ann Bicknell
33 A needs & gaps analysis to support the development of a strategy on sexual violence & abuse to women and girls in Shropshire and Telford & Wrekin
................................................................................................................................................................................................................... Ruth Jones
34 Enhancing regional engagement in knowledge transfer ................................................................................................................. Dr. Jan Francis-Smythe
35 Information Security - Using market research to inform course provision ..................................................................................................... Dr. Jane Arthur

36 Agenda
38 Press Release/Competition winners

ABSTRACTS Oral Presentations Bucks New University Staff Entries 7

The effect of human judgement

on company inventories

Professor John Boylan

Faculty of Design, Media and Management - Bucks New University
Other Staff Associated with the Project: Dr. Mohammad Ali (attended research meetings to inform his own research on a related topic)

This research consists of two inter-linked projects, both funded by The research has resulted in the following journal outputs:
1. Syntetos AA, Nikolopoulos K, Boylan JE, Fildes R & Goodwin P (2009a) The effects of
the EPSRC: integrating management judgment into intermittent demand forecasts. International Journal of
Production Economics, 118, 72-81.
Forecasting and Inventory Management: Bridging the Gap 2. Syntetos AA, Boylan JE & Disney SM (2009b) Inventory forecasting and planning: a 50-year
review. Journal of the Operational Research Society, 60, S149-S160.
(EP/F012632/1) 3. Strijbosch LWG, Syntetos AA, Boylan JE & Janssen E (2010) On the interaction between
forecasting and stock control: the case of non-stationary demand. International Journal of
Cognitive Mapping, System Dynamics and the Bullwhip Effect Production Economics. (Advanced On-Line, 12 pages, doi:10.1016/j.ijpe.2009.10.032).
(EP/G070369/1) 4. Syntetos AA, Georgantzas NC, Boylan JE & Dangerfield BC (2010) Judgement and Supply
Chain Dynamics. Journal of the Operational Research Society. (Advanced On-Line, 21 pages,
The second project followed on from the first and was completed in doi:10.1057/jors.2010.56).
The final paper has an electronic companion website, which shows simulation outputs and
September 2009. The first project was conducted in collaboration with Salford computer code for the models.
(http://www.business.salford.ac.uk/research/ommss/projects/SD/electronic_companion.php).
University, and with SAF-AG and Ventana Systems Inc. The second project There were numerous contributed conference papers, including:
involved collaboration with Salford University, Fordham University (New York), Boylan JE, Syntetos AA & Sanders N (2008) Qualitative system dynamics and the bullwhip
effect. 26th International Conference on System Dynamics.
and with Valves Instruments Plus and Brother International Europe. Kolassa S, Schütz W, Boylan JE & Syntetos AA (2008) Judgmental changes to forecasts: higher
inventories, unchanged out-of-stocks. 28th International Symposium on Forecasting.
The first objective of the research was to develop an understanding of how
judgemental changes to forecasts and orders impact on stocks in the supply
chain, and how these effects are magnified as we move away from the
customer. The second objective of the research was to develop a computer-
based model, which can be used by organisations to model their own
inventories. To achieve these objectives, the following work was conducted:
1. Exploratory meetings were held with Ventana Systems, and a one–week
study visit was held at SAF-AG.
2. A conceptual framework was developed, which incorporated some of the
key factors identified by the collaborating companies (Boylan et al, 2008).
3. A case-study project was conducted with SAF-AG (Kolassa et al, 2008).
4. An empirical investigation of the effect of forecast adjustments on
inventories was conducted (Syntetos et al, 2009a).
5. A framework was developed to model the interactions between statistical
and judgemental forecasting and system dynamics was developed
(Syntetos et al, 2009b).
6. New analytical results were obtained on the effect of forecasts on
stock-control systems (Strijbosch et al, 2010).
7. A new System Dynamics model was developed, tested and implemented,
incorporating real-world dimensions identified with the companies
(Syntetos et al, 2010).
8. The full model code has been made available to researchers and
practitioners to allow experimentation on their own data.
8 ABSTRACTS Oral Presentations Bucks New University Staff Entries

Iodine deficiency among primary

schoolchildren in Eastern Nepal

Professor David A. Brodie

Cardiovascular Health Research Group - Bucks New University
Other Staff Associated with the Project: Professor Nirmal Baral

Background: Environmental iodine deficiency causes a wide spectrum of
devastating mental and physical disabilities, collectively described as iodine
deficiency disorders. These are the most common causes of preventable
mental retardation and brain damage in the world today.
Objective: To assess the iodine status and salt iodine content among primary
school children of Dhankuta and Dharan in Eastern Nepal.
Materials and methods: A population based cross sectional study was
conducted in schools from Dhankuta and Dharan, in Eastern Nepal. Urine
and salt samples were collected from 385 school children aged 6-11 years.
Urinary iodine excretion (UIE) was measured in casual urine samples by the
ammonium-persulphate digestion microplate (APDM) method and salt iodine
content by using a semi quantitative rapid test kit.
Conclusion: Eastern Nepal is continuously
progressing towards the sustainable elimination
of iodine deficiency disease as illustrated by a
normal median UIE and the majority of households
consuming adequately iodised packet salt. It is
necessary to maintain and extend the programme
continuously to ensure adequate iodine nutrition of
the population, especially in the more remote
regions of Nepal.
Funding: The work was funded by a Rotary District
and International Grant and by a grant from the
Coronary Prevention Group.

Results: The median UIEs of school children of Dhankuta and Dharan were Collaboration: Bucks New University collaborated
157.1µg/L and 180.3µg/L respectively. This appears to be within the optimal with the Department of Biochemistry at BP Koraila
range of 100-199µg/L, but the percentage of iodine deficient (UIE <100µg/L) Institute of Health Sciences, based in Dharan,
children were 26.6% in Dhankuta and 15.6% in Dharan. In addition to this a East Nepal.
further 20% of the children had excessive iodine levels (≥300µg/L), putting
them at risk of iodine intake hypertrophy and of auto-immune disease of the
thyroid. The majority of children consumed packet salt. The percentages of
salt samples with adequately iodised salt (≥15 ppm) were 81.3% in Dhankuta
and 89.6% in Dharan.
ABSTRACTS Oral Presentations Bucks New University Staff Entries
Artists into industry: Marl Hole
Dr. Neil Brownsword
Faculty of Design Media and Management - Bucks New University
In 2009 a major new project The British Ceramics Biennial was launched to
celebrate the city of Stoke-on-Trent as an international centre for excellence
in contemporary ceramics. As part of the programme of events, the project
I proposed, ‘Marl Hole’ very much drew upon my socio-historic associations
with clay in the post-industrial context of North Staffordshire. Exposure to
the daily eradication of once prevalent sites of historic manufacture prompted
a desire to explore the potentials of the material beyond its dominant
industrial connections. Stoke-on-Trent’s success as a world centre for
ceramics was founded upon its mineral wealth - long flame coal (ideal for
firing) and abundant outcrops of haematitic clay. Opencast pits where the
latter is still excavated (known as ‘marl holes’) became sites of interest for
artistic intervention.
Having gained consent to work within one of Ibstock Brick’s largest UK
quarries, the project sought to interrogate the articulation of clay through
a range of ephemeral interactions which fused making and performance
with the site specific. To accompany me on this pursuit of ‘disrupting’ the
confines of practice I invited three internationally renowned artists Alexandra
Engelfriet (NL), Torbjørn Kvasbø (NO) and Pekka Paikkari (FI), whose
relationship with clay continues to challenge existing parameters. A film maker
Johnny Magee was also commissioned to capture the creative development
and collaboration of works as they evolved. Each artist was to respond to
this site during a five day period, and explore the material without a fixed
ideology or prescriptive method in an attempt to liberate an almost primordial
human curiosity into the innate properties of one of mankind’s oldest
synthesised materials.
9
These visceral encounters were also determined by
a new set of unpredictable factors - the weather;
limitations of the material in its unprocessed
state, alongside more self-inflicted measures,
as participants were to only employ materials/
implements gleaned from the immediate landscape.
Here an abundance of clay could be easily accessed,
offering a near unimaginable sense of scale to work.
As the project’s emphasis embraced the concepts of
transience rather than end product, Johnny Magee’s
role in the project was crucial in recording each
artist’s creative response to the site. The resultant film
output is shot in the style of a western epic, captures
points of discovery, failure, the material knowledge of
clay’s possibilities and limitations and penetrates with
great sensitivity what is often considered the ineffable
language of creativity.
10 ABSTRACTS Oral Presentations Bucks New University Staff Entries

Developing confidence, capability and

legitimate authority through simulated
practice and feedback

Ruth Clemow
Faculty of Society and Health - Bucks New University
Other Staff Associated with the Project: Jenny Bowden (Research Assistant)

The simulation project was developed within a contemporary national policy

context including the Nursing and Midwifery Council’s (NMC, 2007) principles
of clinical simulation; UK Government (DH, 2008) emphasis on increasing care
provision in the community; the Chief Medical Officer report on the importance
of simulation for clinical learning (Donaldson, 2009); the World Health
Organisation (2010) publication of ‘Framework for action on interprofessional
education and collaborative practice’; and an eclectic pedagogy of simulation.
Clinical practice constitutes fifty percent of the pre-registration nursing
programme leading to academic award and preparedness for application to
the NMC professional register.
A one week programme of simulated nursing practice involved practitioners,
academics and pre-registration nursing students. It was collaboratively
developed with practice partners in 2009 at Buckinghamshire New University,
Faculty of Society and Health. Forty eight second year, pre-registration
nursing students participated in primary care simulation (adult, child and
mental health disciplines in three mixed groups).The development project
involved ten actors in authentic, primary care scenarios with a focus on
patient pathways, transitions of care involving interprofessional and
collaborative practice, and making improvements in people’s health and the
services they might receive.
A survey was completed by students and ten facilitators on completion of the
intensive week-long programme. An external review was carried out of the pre-
registration curriculum in March, 2010 by the NMC. The simulation experience
was highly motivating and generated confidence, capability and legitimate
authority in pre-registration nurses and other participants. In a comparative
level of confidence measure of eighteen competencies, before and after the
simulation experience, student’s level of confidence had increased in almost
all areas. The experience represented a reality check for students through
the involvement of patients and authentic scenarios. Pedagogy for simulated
healthcare practice involved interprofessional and collaborative working as a
measure of its success in the Higher Education Institution.
ABSTRACTS Oral Presentations Bucks New University Staff Entries
Researching my own practice using story:
creating a space for individual student
learning from their stories
Sharon Edwards
School of Pre-registration nursing - Bucks New University
I am a member of lecturing staff, who as part of a professional doctorate
researched my own practice, which grew from my personal process of
learning from stories of clinical practice. The trigger for this work was found in
my dissatisfaction with current nurse education curricula. The methodology
is found in my own method of finding my own learning from practice (my
pre-narrative, remembering stories, telling stories, writing stories and sharing
stories), and then describing my own individual learning that emerged from
it (emotional, intuition, personal, ethical, connected learning and learning
through time). Therefore, articulating this style of learning from experience.
I set my own personal process alongside other theoretical methods of
learning from story. These authors use reflection, and may not have fully
uncovered the importance of story or searched beyond reflection to support
learning. The literature advocates the benefit of using, sharing stories and
experiences written by other nurses and patients, but generalises the use of
story as only an extension to develop areas within the mainstream curriculum.
This does not encapsulate story as a learning space.
I used my personal process of learning with participants in an attempt to
see how it worked and what student nurses might learn from their own
experiences when written as stories. I included the students in the research
as participants as researchers. I collected forty six students written stories
and their learning. The analysis of student stories used my own special
learning from my stories and showed evidence of the themes of ethics,
emotions, intuition and personal, and from these initial themes connections
emerged between them as patterns and learning through time. Students
identified other learning themes.
11
The students’ stories and learning seemed to initially
capture the meanings, interpretations of what
the essence of learning from story was all about
and it helped me see learning from the students’
perspective. Yet, this initial analysis only gave a small
insight into the search for learning from students
written stories of clinical practice and as such called
for a more thoughtful, meaningful analysis. I set out
from here to explore the fundamentals of story and
discover what was really concerning me, which was
something essential to my role as a teacher. Is the
student learning from their own stories predetermined
by the curriculum and set out as learning outcomes,
or by me as in my learning from stories, or more
specifically is it the students’ individual learning from
their own stories that is special.
My recommendation is to identify the value of
including opportunities in nursing courses for students
to learn to use their pre-narrative experiences and
to gain insights from their stories of clinical practice
experience. It is about the teachers’ working with
students sharing and valuing story, creating a space
for it. Core to this is my contribution to practice that
story connects students with the nature and essence
of nursing, the humanness which is essential in their
personal role as a nurse.
12 ABSTRACTS Oral Presentations Bucks New University Staff Entries

Spoons and spoonness: A philosophical

inquiry through creative practice

Andreas Fabian
Department of Design & Crafts, Faculty of Design, Media & Management - Bucks New University
Other Staff Associated with the Project: Dr. Reg Winfield, Dr. Paul Springer, Elizabeth Callinicos and many more colleagues

Born out of my own practice this research was framed within the idea of
staff & personal development and supported by Bucks and other bodies
(see below).
The objective was a philosophical inquiry through the making of objects into
what I call spoonness. By spoonness I refer to the Platonic idea of the objects
in our minds, the concept of an abstract quality or property we find in things.
It also touches on Heidegger: “The true meaning of the thing is something we
experience through the perception of its function”; Kant: “The thing in itself”
and Socrates’ fundamental question “What is x?” - i.e.
What is the one thing common to all the many examples of x, where
x = spoon?
To achieve its objective the work engaged in several fields:
• craft & design.
• the academic and the commercial.
• the work was presented at museums & galleries & Design Fairs across
Europe (some work ultimately being marketed internationally).
• it engaged with a variety of media - including film, live events and print.
The outcome was varied and encompassed a broad range of artefacts in a
variety of materials and expressions. These were presented, explored and
“used” in diverse theoretical, visual and live contexts. These included:
• “Work in Progress”: a solo show at Galerie SO in Solothurn
(Switzerland-2004) with accompanying Book ‘Form (…) Handlung’
(Galerie SO Edition with essays by Dr. Marjan Unger, Professor
Werner Bünck.
Dr. Helen Clifford, Elizabeth Callinicos & reviewed in Crafts Magazine by
Kate McIntyre); subsequently exhibited at Collect (V&A - 2005 & 2007).
• “Soup at the V&A”: a symposium in collaboration with Dr.. Helen Clifford
and 10 invited guests from different Colleges incl. Royal College of Art,
London Metropolitan University and Bucks (2006).
• “Handle(s)”: a workshop delivered to students and
graduates from ARCO (Centro de Arte &
Communicação Visual), Lisbon - 2007.
• “Mo-Billy in Milan” (2008), “Much Depends on
Dinner” (2007), & “Tea for Two” (2006), Milan
Furniture Fair. These exhibitions resulted in two
artefacts put into production for worldwide
distribution by Innermost Ltd and Thorsten van
Elten Ltd. and also sold through museum shops
inc. Museum of Contemporary Art, Chicago.
• “1 part chef + 4 parts design”: a live event with Top
chef Roberto Cortez (LA) and 4 designers
(Andreas Fabian, Tomas Alonso, Katja Bremkamp,
Elizabeth Callinicos) at the V&A ‘Home Sweet
Home’ exhibition (reviewed by Corinne Julius,
Crafts Magazine - ‘New food, new implements,
new sensations.’ - February 2009). Also shown
at Somerset House during London Fashion Week
(reviewed by Shai Akram, Interni (Italy), World
Design News - September 2009) A selection of
my objects is now used by Roberto Cortez in
ongoing food events in US (California, Santa
Barbara) and Germany (Berlin).
• The research involved collaborations across
departments within the faculty of DMM :
film, ceramics & glass, VMC, CAD.
ABSTRACTS Oral Presentations Bucks New University Staff Entries
Inequalities experienced by gypsy
and traveller communities: A review
Dr. Margaret Greenfields - Bucks New University, Faculty of Society and Health/Institute for Diversity
Research; Inclusivity, Communities and Society (IDRICS) and Sarah Cemlyn - University of Bristol
Other Staff Associated with the Project: Chris Whitworth/Sally Burnett/Zoe Matthews
(Friends, Families and Travellers FFT - Charitable organisation)
The Government Equalities and Human Rights Agency approached both
Greenfields and Cemlyn directly asking them if they would tender for this
significant piece of research which is the first (and to date only) explicit review
of a range of topics which impact on Gypsies and Travellers inclusion status.
Both of the named academics were selected to be members of a small
pool of approximately 6 academics who were asked to bid for this project.
The principal researchers have worked together on other projects relating
to Gypsies and Travellers and moreover considered the volume of work
expected in the available timeframe to be overwhelming for a single individual.
We therefore agreed to tender in partnership. We had been identified by
the EHRC on the basis of our expertise in specific policy areas relating to
excluded BME communities and our national and international reputation for
undertaking innovative community development/action research pertaining to
the insectionalities of domains of exclusion. The project brief also envisaged
that a key role existed for engaging with community groups/charities who
have experience of working with the ethnic minority groups in question.
Greenfields in particular has a long track record of undertaking partnership
and collaborative research with FFT and Cemlyn has knowledge of their work
and many personal contacts within the organisation. We therefore developed
a collaborative bid with Cemlyn/Greenfields undertaking the majority of
the research and FFT producing two short sections of the report and
administering collection/return and inputting of questionnaires which were to
be sent to a number of key agencies and individuals - e.g. Prison chaplains;
Stonewall; Travellers Health Projects; national and local charities and voluntary
sector agencies in order to explore perceptions, anecdotal experience and
documentary evidence of the inequalities faced by Gypsies and Travellers
13
across all of the equalities domains. The study
consisted of a literature review including grey literature
(e.g. voluntary sector reports); administration of a
questionnaire pertaining to the 8 equalities domains
and 23 topic areas drawn from England, Scotland
and Wales. Additional policy discussions which are
Regionally variant (e.g. Scottish accommodation law)
were treated to a separate discussion within discrete
chapters on the situation in Wales and Scotland.
The objective of the study was to review all available
literature pertaining to inequalities experienced by
Gypsies and Travellers in Britain (excluding Northern
Ireland); to highlight good practice and make a series
of recommendations for policy change, required
research and collaborative interagency working.
The research involved collaboration with the
national charity FFT and the University of Bristol and
consultation with in excess of 40 charities, voluntary
sector agencies and individual Gypsies and Travellers.
The report has been published free of charge on the
EHRC website and continues to be frequently cited
in articles, policy documents and equalities studies
including the recommendations of the National
Equalities Framework review; the DH review of
publications pertaining to well-being of Children etc.
14 ABSTRACTS Oral Presentations Bucks New University Staff Entries
Third Age, leisure and well-being:
Yoga and older women
Professor Barbara Humberstone
Department of Sport Management - Bucks New University
Other Staff Associated with the Project: Professor Carol Cutler-Riddick, Gallaudet University, Washington, DC
Research was deemed to be of importance-no funding body was involved.
Future funding is being sought to further research.
The ‘Baby Boomer’ generation born around the end of World War 11
(1945-1962) is retired or about to retire and is set to make up a significant
proportion of Western civilisation. Yet society is still very much attuned to the
younger generations, whose members may regard the older generation as
without cultural, social, economic or political significance. Popular discourse
on ageing is largely out of kilter with the experiences of many of the over-
60s population.
Aim: The aim of the research was to investigate the role that active leisure
(physical activity-in this case yoga) can play in the lives of older women.
Objectives:
1. To investigate the impact of yoga upon the lives of older women.
2. To identify potential external factors that might have both effect and affect,
positively and negatively, upon the impact of active leisure on older women.
3. To analyse the potential impact of active leisure on the well-being of
older women.
Design methodologies and instrumentation
Qualitative methods, in the form of open-ended interviews, were embraced in
order to gain insights into the meanings yoga experiences have for the older
women. Individuals were recruited for the study with the assistance of Carol
and Barbara’s yoga instructors. Both instructors taught many yoga classes,
in a variety of settings, over a week’s period of time. These female instructors
made a brief announcement of the study in their respectively taught classes.
Female class members, who were age 55 years or older, who had been
taking formal yoga classes for one or more years, and who were interested in
participating as a key informant in the study, were asked to let the instructor
know of their willingness to participate in the study.
In total, 21 women volunteered and completed a questionnaire for the study.
Six of the 21 women were interviewed, during spring and summer 2009, for
the qualitative part of the study reported. Three of these women were linked
to Carol’s yoga instructor; and, the other three women were taught by the
same person Barbara had as a yoga instructor.
The two authors collaborated and unilaterally agreed
on the face validity of questions posed during the
interview. The six women engaged in - 40-50 minute
interviews, and all were agreeable to have their
interview audio recorded. The interviews were free
flowing; nevertheless, we asked similar questions.
The transcribed conversations provided the
opportunity to uncover the lived and interpretative
experiences of older women in terms of the stories
each had related to yoga.
Additionally, quantitative methods, in the form of a
questionnaire, were adopted to be able to compare
our findings with previous research that has been
conducted using positivistic perspectives. The key
informants were asked a series of demographic and
yoga background questions as well as queried using
instruments that had been designed to measure:
affect (namely positive affect and tranquility affect)
associated with participating in yoga, motivations for
practicing yoga, interactions with yoga instructor,
and finally, self-perceived competency and autonomy
experienced with yoga involvement.
Ethical Issues: Ethical considerations are central to
our research The project complied with the BERA and
ESRC ethical guidelines.
The outcomes included the development of the edited book: Humberstone, B. (ed) Third Age
and Leisure Research: Principles and Practice (2010) Eastbourne: Leisure Studies Association,
in which this research is a chapter. Work with Professor Riddick stimulated collaboration with
local third age group and the Movers and Shakers initiative involving Caribbean elders and yoga
(amongst other activities). There was also collaboration between the participants of the study
ie. older woman practising yoga. It has been shared (and will be shared) with academic
colleagues and practitioners in UK and overseas.
ABSTRACTS Oral Presentations Bucks New University Staff Entries 15

Well-being and outdoor pedagogies

Professor Barbara Humberstone and Dr. Ina Stan

Department of Sport Management - Bucks New University

This research project was a consequence of sports related submission in the any ethnographic study the researcher becomes the
2001 RAE. Some funds were utilised to support a research assistant for the research tool par excellence, capturing the intricacy,
project led by Professor Humberstone. Dr. Ina Stan was appointed following subtlety, and ever-changing situation of the human
her completion of her PhD. experience (Fetterman, 1989; Lincoln & Guba, 1985).
This research project brings together two themes of government policy. Participant observation and semi-structured
These are its concerns and policies for the perceived ‘obesity’ crisis and its interviews were the main methods of data collection,
increasing awareness that children should not be ‘wrapped in cotton wool’. however a fieldwork diary was also kept and relevant
Whilst the UK government is implementing a variety of initiatives in schools documents were collected. Stan undertook the field
to encourage pupils to lose weight and become more active and there is research with the added advantage that she was
support for the ‘Learning Outside the Classroom Manifesto’, an appreciation familiar with the setting, a small outdoor education
of formal and non-formal outdoor learning as a vehicle to well-being is centre, having undertaken her PhD field work at the
missing. The aims of this research project was to examine outdoor learning outdoor centre. Interview data, observational data and
and its implications for young people’s well-being, exploring how the body field notes were peer reviewed as Humberstone and
is schooled in outdoor learning, and to provide policy directions. This project Stan discussed and analysed the data. The interviews
links with and draws upon ‘well-being’ initiatives through the outdoors both in conducted were informal, but were based on a list
UK and Europe more broadly. It was a pilot project. of issues that the research intended to consider.
The research process took a qualitative stance, by adopting an ethnographic The questions were open-ended and non-directive,
approach in its broadest sense. Ethnography is considered to be sensitive and the interviewees were encouraged to speak
and can provide for a deep holistic understanding of the social phenomena freely, and the conversation was allowed to develop
explored (Davies, 1984; Fetterman, 1989; Griffin, 1985; Humberstone, 1986; organically without too much researcher intervention.
Willis, 1977). It is both rigorous and flexible, as it is considered to require Ethical Issues Ethical considerations are central to
disciplined, intense observation and high levels of engagement within the ethnographic research, particularly so when children
culture explored (Walford, 2002) and is underpinned by a credible theoretical are amongst the participants. The project complied
underpinning (Delamont, 2002; Malinowski, 1922), but it also requires for the with the BERA and ESRC ethical guidelines.
researcher to act as a human instrument (Lincoln & Guba, 1985). Thus, in

The outcomes include the following:

Publications
Humberstone B. & Stan I (2010) Outdoor Learning: Pupils’ experiences and teachers’ interaction in one outdoor residential centre,
Education 3-13, International Journal of Primary, Elementary and Early Years Education
Humberstone B. & Stan I (2010) Health, (Body) Image and Primary Schooling Or ‘Why do they have to be a certain weight’?, Sport,
Education and Society
Humberstone, B. & Stan, I. (2009) Well-being and Outdoor Pedagogies in Primary Schooling, The nexus of well-being and safety. Australian
Journal Outdoor Education 13(2): 24-32
Stan, I. (2010) Control as an Educational Tool and Its Impact on the Outdoor Educational
Process. Australian Journal of Outdoor Education.
Stan, I. (2009) Recontextualising the Role of the Facilitator in Group Interaction in the Outdoor Classroom, Journal of Adventure Education
and Outdoor learning 9(1), pp. 23-43
Stan I, & Humberstone, B. (in review) An Ethnography of the Outdoor Classroom - How Teachers Manage Risk in the Outdoors, Education
and Ethnography
Conference presentation
Humberstone , B. and Stan I (2010) Outdoor Learning: Authenticity or Performativity in Round Table- Cultural Navigation: intra/international
intra/interpretations of learning in outdoor spaces, American Educational Research Association Annual Conference “Understanding
Complex Ecologies in a Changing World” Denver, Colorado April 30 – May 4 2010 (invited to join round table with colleagues from
Australia, Singapore, US, Plymouth University, Canada, Denmark)
Humberstone, B and Stan I (2009) Well-being and Outdoor Pedagogies, 4th International Outdoor Education Research Conference: Outdoor
Education Research and Theory: critical reflections, new directions, La Trobe University, Beechworth, Victoria, Australia, 14-18 April 2009
There was collaboration between the participants of the ethnographic study ie pupils, teachers, facilitators and parents. The work was
shared with colleagues at Bucks through presentations at faculty scholarly days, research colloquia etc. It has been shared (and will be
shared) with academic colleagues and practitioners in UK and overseas.
References
Davies, L. (1984). Pupil power: Deviance and gender in school. London: Falmer Press.
Delamont, S. (2002). Fieldwork in educational settings: Methods, pitfalls and perspectives
(2nd ed.). London: Routledge.
Denzin, N.K. (1989). Interpretive interactionism. Newbury Park, CA: Sage.
Fetterman, D. M. (1989). Ethnography: Step by step. London: Sage.
Griffin, C. (1985). Typical girls? Young women from school to the job market. London: Routledge
and Kegan Paul.
Hammersley, M., & Atkinson, P. (1995). Ethnography: Principles in practice. London: Routledge.
Humberstone, B. (1986). Outdoor education - The quality of the learning experience. An
application of ethnographic research method. Trends and Developments in PE. Proceedings
of the V111 Commonwealth and International Conference on PE, Dance, Recreation and Health
(pp. 438-445). E & FN Spon.
Lincoln, Y.S., & Guba, E.G. (1985). Naturalistic inquiry. Beverly Hills, CA: Sage.
Malinowski, B. (1922). Argonauts of the Western Pacific. London: Routledge & Kegan Paul.
Walford, G. (Ed.) (2002). Doing a doctorate in educational ethnography, Vol. 7. Oxford:
Elsevier. Willis, P. (1977). Learning to labour: How working class kids get working class jobs.
Farnborough: Saxon House.
16 ABSTRACTS Oral Presentations Bucks New University Staff Entries
ChilternChip.com ESCo
Professor Florin Ioras
Centre for Conservation and Sustainability - Bucks New University
Other Staff Associated with the Project: Susan Jones
This project set about defining the extent of the actual woodchip supply
capacity within the Chilterns. The existing woodland resource within the
Chilterns area (extending across into South Oxfordshire) is believed to contain
sufficient biomass resource to provide localised wood fuel for heat. This
project evaluated the actual, wood chip supply capacity as a pre-cursor to
the formation of a biomass energy supply company (ESCo).
Local authorities and education and health providers are keen to use
renewable energy supplies to progress their climate protection agendas.
The Wycombe District Council’s draft Sustainable Energy Supply Strategy
identifies the opportunity to increase the use of local biomass (e.g. wood
chips, wood pellets) for heating and/or power production as a sustainable
source of energy for the District.
The project was financed with a grant of £5,000 through Bucks New
University’s Knowledge Transfer Lite programme. The aim was to assist
Knowstone Creative Developers Ltd to research the opportunity to enter the
energy market.
The objectives agreed with Knowstone Creative Developers Ltd, were:
1. Consolidate existing data on privately owned woodland stock (softwood
and low quality hardwood) within the Chilterns and South Oxfordshire, and to
assess its potential chipwood yield.
2. Plot the annual production capacity of the Forestry Commission woodland
within the area and plot this on the projected supply matrix (and relate this
to the availability of supplementary supply by ‘Spot Purchasing’ from major
commercial forestry companies).
3. Assess the economics of small scale felling/ extraction/transportation/
production and distribution of woodchip, based on ‘double handling’
ie removing chipwood after felling to a central store(s) and woodchip
production plant.
4. Produce a five year Business Plan for ChilternChip.com (to establish this
biomass heat ESCo).
This project was resourced through 18 days’ of
university staff time (1 staff member) and achieved
its stated objectives. It concluded that the idea of
establishing an ESCo was viable. It also established
the following:
• a database of owners. Further funding would
enable this database to be linked to a digital map,
and this funding has been offered in principle by the
Chilterns Conservation Board.
• a financial model of woodchip production costs,
showing break-even costs/value. More significantly,
an innovative Finnish mini-combi harvester/
forwarder has been identified, as the basis for
overcoming the poor economics of small scale
harvesting.
• logistics (roundwood transportation costs and
woodchip distribution costs) are under review,
based on a ‘hook & lift’ bin system, utilising spare
capacity of an existing plant hire contractor.
• the design and costings for a semi-automated
woodfuel processing centre are the subject of
discussion with VTT, the Finnish timber products
research organisation, under their EU Woodheat
Solutions programme.
Further outcomes include Knowstone Creative
Developers Ltd becoming a partner in a INTEREG
project submission entitled “Tools for Integrated
Management of Biomass Energy Resources -
TIMBER” with a total value of around €315,000.
Collaboration with colleagues from the University’s
New Media and Technology department has made
it possible to create an online supply/demand web-
based management tool.
ABSTRACTS Oral Presentations Bucks New University Staff Entries
Reorganising the business education
programme drawing on the UK experience
Dr. Lorraine Watkins-Mathys
School of Applied Management & Law - Bucks New University
Other Staff Associated with the Project: Susan Jones
Project: EU-Turkey Civil Society Dialogue
Partners: Ankara University (lead organisation), Buckinghamshire New
University and Warwick Business School
Value of the project: Euros 330,000
The overarching aim of this project was to engage EU and Turkish parties in
dialogue with each other about enterprise education and SME training within
the context of the EU’s Civil Society Dialogue.
Against this background, the specific objectives were to:
• Compare and exchange educational curricula between Turkish and EU
universities on entrepreneurship education and training for SMEs.
• Design and deliver training courses for SMEs in Turkey aimed at micro
businesses and female entrepreneurs.
• Organise an international conference in Turkey entitled ‘Market, Marketing • Business & Management School, Buckinghamshire
& Entrepreneurship: Creating & Capturing Value in the 21st Century’ to
promote exchange of views and ideas on SMEs and entrepreneurship.
• Disseminate the results and outcomes.
The above aims and objectives were achieved by:
• Holding regular team meetings between partners to deliver the project
outcomes facilitate knowledge exchange and understanding between
the partners.
• Organising the international conference held in April 2009. This enabled
exchanges between SME practitioners, academics and policy-makers
to take place.
• Two Turkish PhD students from Ankara University undertaking research
at Buckinghamshire New University during a period of 3 months.
The data collected from interviews with SMEs based in Buckinghamshire,
SME networking sessions and secondary data focused on: finance,
branding and issues for female entrepreneurs.
• Using the ideas generated from the conference and the data collected
by the PhD students to design and deliver training materials and training
programmes to SMEs in Turkey.
Outcomes of the Project:
1. Design and delivery of training programme for Turkish SMEs delivered in
October-December 2009.
2. An international conference (April 2009) that facilitated the exchange of
ideas and best practice and published conference proceedings
(ISBN: 978-605-5782-06-1).
3. EU-conference in November 2009 that enabled all participants of the
various EU-Turkey Civil Society Dialogue projects to share experiences
and outcomes from the different projects.
17
4. Contribution to the PhD students’ learning about
SMEs in the UK and how their experiences
compared to those in Turkey (knowledge transfer).
5. An on-going dialogue formalised between Ankara
University and Buckinghamshire New University
through the setting up of a formal ERASMUS
exchange agreement (with effect from 2010).
Collaboration across Faculties/Departments and
Externally:
The project involved the following departments:
• Open4Business - Enterprise Directorate,
Buckinghamshire New University
New University
• Ankara University Business & Economics Faculty
• Warwick Business School
• Local SMEs in Buckinghamshire
• Thames Valley Chamber of Commerce
• Wycombe District Council
• Sponsors: EU, DenizBank, GarantiBank,
Finansbank
• Expert Advisers such as for example:
Professor Michael Baker, University of Strathclyde, UK
Professor Doğan Yaşar Ayhan, Başkent University,
Turkey
Professor Candida Brush, Babson College, USA
Professor Nicolai J. Foss, Copenhagen Business
School, Denmark
Professor Claes M. Hultman, Orebro University,
Sweden
Professor Roger Mumby-Croft, University of
Warwick, UK
Associate Professor Minet Schindehute, Syracuse
University, USA
Professor Mithat Üner, Gazi University, Turkey
Professor Paul Westhead, University of Durham, UK
18 ABSTRACTS Oral Presentations Bucks New University Staff Entries

Diversity, marketing and management

Gloria Moss
Faculty of Design, Media and Management - Bucks New University

Overview Book commissions offered the opportunity to bring

The research was initiated by the Principal Investigator but two book
commissions were the immediate prompt to production of two texts looking
in-depth at the topics. The objectives were to produce definitive works on
(i) the impacts of Diversity on Marketing (including Design) and Management
and the difficulties in the way of introducing Diversity to organisations
(ii) to bring attention to the findings in the wider world so that the research
findings could be applied.
How these objectives were achieved
The Principal Investigator has been researching these topics for around
fifteen years and published the outcomes in thirty refereed journal articles.
This research has focused on the impact of segmentation variables (gender,
personality and nationality) on management and marketing activities with a
detailed focus on:
(i) The impact of personality on graphic expression: the research
emphasises how graphic expression, including design, varies in line
with personality features.
(ii) The impact of gender and nationality on design productions and
preferences: the research reports on the way the dependent variable
(design productions) can vary in accordance with gender and how
preferences can also be segmented by gender. These findings have
potentially enormous significance for the design of products for male or
female-dominated markets; and by the same token, have implications
for the staffing of design departments with these ideally being staffed by
people whose gender matches that of the customer base. The complex
issues involved in achieving this in the context of male-dominated Design
departments are discussed in detail.
(iii) The impact of nationality on marketing preferences: the research shows
how Hofstede’s categorisation of management attitudes in the UK and
France can be carried across to the analysis of the concepts in UK and
French marketing.
(iv) The impact of nationality on teamwork preferences: the research shows
the greater propensity to teamwork in a collectivist society (Slovenia) than
in an individualistic one (Australia).
(v) The impact of gender on leadership style preferences: the shows how a
tolerance of transformational leadership can favour the appointment of
women to management and leadership positions.
these research findings to a wider audience
(see section immediately below)
Concrete outputs
Two books were published in 2009 /2010:
(i) Gender, Design and Marketing April 2010 (Gower).
This is a single-author work (245 pages) focusing
on issues (i)-(iii) and (v) of those highlighted above.
It has a forward by the CEO of the Chartered
Society of Designers.
(ii) Profiting from Diversity January 2010 (Palgrave
Macmillan). This is an edited book (280 pages)
with five chapters by the Principal Investigator.
These focus on issues (ii) (iv) and (v) of those
highlighted above. As further source of innovative
thinking is the focus in the book on the factors
that militate against the introduction of a
diverse workforce.
Collaboration
The book Profiting from Diversity has chapters
contributed by academics at Glasgow, Glamorgan,
Keele and Portsmouth Universities as well as the
University of Portsmouth, University of Wales and
University of La Rochelle.
ABSTRACTS Oral Presentations Bucks New University Staff Entries 19

Complications following SCI during

transfer to spinal centres during
the Acute Phase

Firas Saran
Faculty of Society and Health - Bucks New University, Stoke Mandeville Hospital
Other Staff Associated with the Project: Mofid Saif

Aim of Study:
To explore the incidence of complications in 2 centres; explore the possible
relation of complication development and the time lapse from injury to
admission to a spinal unit; identify complications during the transfer from
general hospitals to specialised centres; compare results in both centres
and those in literature; and establish and develop recommendations and
guidelines to improve our practice.
Material and Methods
Retrospective study has been taken to determine complications following
SCI during the acute phase, Random samples from the RNOH and Stoke
Mandeville (25 patients from each hospital during their first admission post
injury. Data collected is from patient’s medical records, Data collection tool
designed to explore the following aspects: Completeness of the notes,
Referrals forms/ outreach services, Aetiology and level of injury, Pre & post
admission management, Time between injury and admission to spinal unit,
Type of complications reviewed include skin, respiratory, urinary, bowels,
cardiovascular/ DVT/PE, psychological, surgical, GI, Pre and post
admission complications.
Results:
Study suggested that early admissions to specialised spinal centres reduce
the incidence of complication development. A high incidence of at least one
complication on admission documented, the most common complications
detected: skin, urinary, respiratory and psycho. The study findings highlighted
the poor documentation of the multidisciplinary team. Other findings will be
outline within poster presentation.
Conclusion
It is evident from the finding of the study that a uniform standard of SCI
treatment will soon be provided throughout the country As a result this will
serve to improve the quality of care given to SCI patient groups, This will lead
to diversion of resources to improve services of SCI management further,
further recommendations will be outline within poster presentation.
20 ABSTRACTS Oral Presentations Bucks New University Staff Entries

Reducing risk for sexual revictimisation:

potential intervention targets

Dr. Nadia Wager

Department of Social Sciences/ Faculty of Society and Health - Bucks New University

This paper aims to discuss social-cognitive theoretical explanations for sexual

revictimisation in relation to their potential for application in the development
of empirically informed interventions. There are several problems with current
interventions. Firstly, psychotherapeutic programmes which have been
designed specifically to prevent sexual revictimisation can only be offered to
individuals who are aware of and willing to disclose their child abuse history.
Secondly, more generic psycho-educational interventions have met with limited
success and thus it is the intention here to identify additional mechanisms
that might contribute to the link between childhood sexual abuse and risk for
adult sexual assault. A retrospective web-based survey design was employed
which attracted an opportunistic sample of 210 community respondents. A
snowballing method was utilised to include a diverse population. The majority
of participants were female (74%) and their ages ranged from 16 to 65 years,
mean age of 33 years. The findings highlighted the need for psychoeducational
training for young people as young as 13/14 years as the group at greatest
risk of revictimisation in adolescents were those who had experienced a period
of dissociative amnesia for their memories of being a victim of child sexual
abuse. Overall this group demonstrated an eight-fold risk for rape between the
ages of 14 and 18 years. Additionally the analysis identified several potentially
modifiable and as yet under explored contributors to risk including proclivity
for experiencing shame, demonstrations of consideration and caring. These
are classified as behaviours that signal to predatory sexual offenders that this
individual is a particularly suitable and low-risk target, in that they will offer
little by way of physical resistance and are unlikely to disclose any assault
to the authorities. Additionally, the findings highlighted the risk associated
with continued use of dissociation which appears to be associated with a
compromised ability to decipher and respond to risky situations and may well
place individuals at risk of unwanted sexual encounters with ‘well intentioned
yet naïve men’. That is, a proportion of date rape scenarios where the man
honestly feels that he had consensual sex, but the woman feels as though she
has been raped. The implications for interventions will be discussed.
ABSTRACTS Oral Presentations Bucks New University Staff Entries 21

English children, alcohol consumption

and national alcohol policy

Dr. Gwyn Weatherburn

Faculty of Society & Health - Bucks New University
Other Staff Associated with the Project: Jane Wright, Michael Weatherburn, Joan Gandy and David Shaw

The research was commissioned by the Local Education Authority and

the Drugs & Alcohol Action Team in one English county. The aim of the
commissioned research was to determine how the drinking habits of school
children aged 11-15 years in this county compared to those of other children
investigated in annual national surveys. The data were further analysed for all
pupils aged 11 and over but younger than the legal age to purchase alcohol.
The results were considered in the light of suggested national policies aimed
at reducing levels of alcohol consumption.
There were two parts of this work: a quantitative element which was an
anonymous questionnaire survey and a qualitative element employing
focus groups of the school children. The quantitative work only will be
reported here.
By agreement with the schools, the questionnaires were delivered to 24 of
the 34 state schools in the county with the request that they be given to all
pupils of all ages in each school. The S&H Ethics Committee gave approval
for the study and letters were sent out to all parents with the option that their
child should not take part. The pupils themselves could refuse to take part by
placing the uncompleted questionnaire in the return envelope.
Completed questionnaires were received from over 14,000 pupils. This was
different from the national survey where only 35 pupils were surveyed in each
school resulting in just over 8000 returns.
The results for children aged 11-15 were similar to those in national surveys.
Interesting results were obtained by analysing data for all children 11-17
inclusive. In this age group 63.4% of boys and 62.3% of girls had drunk
alcohol with the most frequent age for starting drinking being 12 years and
94.2% of the drinking starting before 16 years. In this age group, the mean
number of units consumed in the previous week was 16.2 (SD17.8, range
1-105) for boys and 10.6 (SD 10.4, range 1-63) for girls. Boys and girls drank
similar types of alcohol and in similar quantities until the age of 13 after which
boys drank more units of beer and cider.
The data were reconsidered to determine the feasibility of children being
able to purchase the units of alcohol they drank if the minimum price of 50p
per unit is introduced. Data relating to pocket money were used. Additional
data collected in the survey which asked where pupils obtained alcohol and
whether they bought it themselves indicated that many children obtain alcohol
from their family or friends with permission and some steal alcohol. These
results suggest that the minimum pricing level will not affect the levels of
alcohol consumed by most pupils surveyed.
22 ABSTRACTS Oral Presentations Bucks New University Student Entries
Driver drowsiness detection based on eye blink
Dr. Indrachapa Bandara
Faculty of Design, Media and Management - Bucks New University
Other Staff Associated with the Project: John Boylan
Introduction:
The growing number of traffic accidents in recent years has become a serious
concern to society. Accidents caused by drivers’ drowsiness behind the
steering wheel have a high fatality rate because of the discernible decline in
the driver’s abilities of perception, recognition, and vehicle control abilities
while sleepy. Preventing such accidents caused by drowsiness is highly
desirable but requires techniques for continuously detecting, estimating, and
predicting the level of alertness of drivers and delivering effective feedback to
maintain maximum performance.
Objectives:
The main objectives of this research study is
• To develop a reliable system for the detection of driver impairment due
to drowsiness.
• To describe a new method for monitoring the drowsiness of drivers
continually using a new metric of drowsiness (New Drowsiness Scale
or NDS).
Methods:
• A computer vision system is designed to monitor the driver’s physiological
eye blink behaviour. The NDS (range 1-to-10) is based on a combination of
variables characterizing eye blink durations and the number of blinks or
blink frequency. Analysis of the data revealed that eye blink duration and
eye blink frequency were important parameters in detecting drowsiness.
• The novel application of green LED illumination system (GLIS) overcame
one of the major difficulties of environmental light changing problem on
video detection systems. The use of the head mounted video sensor
also reduced the problem regarding head movement interfering with eye
blink detection.
• Experimentation in a driving simulator revealed various visual cues, typically
characterizing the level of alertness of the driver and was combined to infer
the drowsiness level of the driver. The virtual reality driving simulator was
designed to measure driver performance and the results were correlated
against the human drowsiness performance indicators. The system was
validated under real life drowsiness conditions with human subjects of
different ethnic backgrounds, genders, ages, with/without glasses, and
under different environmental illumination conditions.
Results:
Main Findings:
1. Drowsiness Detection
A new metric has been identified and for validating
driver drowsiness. This metric relates to the eye
blink duration and frequency. NDS uses a
weighted combination of several variables to
measure drowsiness that have not been used
previously, particularly the correlation between eye
blink frequency and durations. This method is
highly reliable in detecting drowsiness comparing to
the currently widely use methods (e.g. John’s
Drowsiness Indexi and PERCLOSii) and only
method be able to detect micro-sleeps.
2. Green Light Illumination System (GLIS)
Environmental light changes were the main
obstruction in the video based detection methods.
The second most important finding in this research
is the green light illumination system. This system
can be used in situations with varied illumination
conditions.
3. Eye Blink Detection
Eye sclera (white area of eye) region analysis for
blink detection was new and does not disturb the
subject while detecting. Current Infrared (IR)
systems will be harmful to eye cells, but this
method is 100% safe to eye.
Research Funding: I have received the full research
funding from the Buckinghamshire New University.
Two external advisers involved in this research for
driving simulator design (Professor Andrew Parkes,
Transport Research Lab, TRL) and physiological
behaviours of eye blink (Professor Scott Glickman,
Queen Mary University & Aylesbury Hospital). Expert
advice for data analysis (Professor John Boylan,
Buckinghamshire New University).
i. Johns, M., & Tucker, A. (2005). The amplitude-velocity ratios for eyelid movements during
blinks: Changes with drowsiness. Sleep, 28, A122
ii. Knipling, R. (1998). “PERCLOS: A valid Psycho physiological Measure of Alertness as
Assessed by Psychomotor Vigilances”. Washington: Federal Highways Administration - Office
of Motor Carrier Research and Standards
ABSTRACTS Oral Presentations Bucks New University Student Entries 23

Optimising video codecs for wired

and wireless transcoding

Dr. Premkumar Elangovan

Bucks New University
Other Staff Associated with the Project: Peter Harding

The company that requested the applied research was ‘Tektronix Plc’,
which manufactures equipment for compressed video quality analysis for
broadcasters like Google, MTV, Disney and Microsoft. The objective of the
research was to investigate a persistent problem in the broadcasting industry,
‘field order error’ or ‘field reversal’, which results in a shaky display of the
video. Video streams are coded in such a way that high fidelity is achieved in
progressive displays. In third world countries, where usage of the progressive
displays is less likely to penetrate the market in the near future, some serious
artefacts were observed while viewing the same video stream on traditional
analogue CRT interlaced displays. The root cause of the problem was found
to be unskilled editing and coexistence of different video standards. Only
solution that existed to rectify the problem was ‘eyeballing’ (quality control by
manual viewing), an industrial term for visual inspection. An investigation into
the current solution of visual inspection revealed that the process was very
exhaustive and it is not a feasible solution due to the sheer volume of clips,
time constraints and practicality. The outcome of research was some novel
methods which were proven to emulate human eye with good precision and
automate the image analysis with their performance as good as the manual
visual inspection. The exhaustive process of manual inspection of hours
and hours of video can now be replaced by the proposed system, which
can restore the integrity of the video automatically. The field reversal error
explained was a problem that was unknown to the broadcasting industry,
as each broadcaster reported the problem with a different name leading to
ambiguity in understanding the cause of the problem. The work undertaken
in this research had resulted in the global name ‘field reversal’ being given
to the problem and has led to the generation of documents detailing the
cause, implications and solutions in a form understandable by commercial
broadcasters. The ability of the proposed imaging methods to perform in
real time has been proven by integrating the algorithms with ‘Cerify’, a video
quality control manufactured by Tektronix and made commercially available.
24 ABSTRACTS Oral Presentations Bucks New University Student Entries

The effect of mechanical circulatory support

on cardiac and exercise performance in patients
with chronic heart failure

Dr. Djordje G. Jakovljevic and Professor David A. Brodie

Cardiovascular Health Research Group - Bucks New University
Other Staff Associated with the Project: Dr. David Nunan, Gay Donovan, Dr. Keiran Henderson, Professor Sir Magdi Yacoub
and clinical colleagues at Harefield Hospital

This study was funded by the Research Centre for Society and Health at
Buckinghamshire New University. Dr. D Jakovljevic received a bursary to
undertake this study as part of his PhD thesis.
Background: The traditional procedure for end-stage heart failure is
heart transplantation. As the demand exceeds the availability of donor
hearts, the use of heart pumps, specifically left ventricular assist devices
(LVADs) has emerged as an ideal alternative form of treatment for such
patients. Development of LVADs with improved design, additional features
and durability is expected to expand its adoption across a wider patient
population, including children.
The objectives of this project were threefold: 1) to assess and compare
resting and peak exercise cardiac power output between patients a)
implanted with left ventricular assist devices (LVADs), b) those explanted due
to sufficient myocardial recovery and c) patients with moderate to severe
heart failure; 2) to evaluate and compare exercise performance among these
three groups of patients; and 3) to investigate the effect of acute reduction
of a continuous-flow LVAD support on cardiac and exercise performance in
patients undergoing the ‘Harefield Recovery Protocol’.
In order to perform the above research there was a need to evaluate a
non-invasive (re-breathing) cardiac output device. This “evaluation phase”
of resting and exercise cardiac output measurements was performed as
a sub-study on healthy subjects at the Cardiovascular Health Laboratory,
Bucks New University, prior to starting clinical work in Harefield Hospital. The
re-breathing cardiac output device was than implemented in the Harefield
Laboratory and patients’ clinical and exercise data were collected in the
period from August 2006 to December 2008.
This research has shown, for the first time, that complementary to reported
prognostic benefits, non-pulsatile continuous-flow LVAD pumps can confer
cardiac functional benefits to patients with end-stage heart failure. The
procedure derives improved exercise capacity, while those who recovered
sufficiently to allow explantation of LVADs, can even achieve cardiac and
physical functional capacities nearly equivalent to those of healthy controls.
The research involved collaboration with Royal Brompton and Harefield NHS
Foundation Trust (Harefield Heart Science Centre and Magdi Yacoub Institute)
and Leeds General Infirmary.
ABSTRACTS Oral Presentations Bucks New University Student Entries 25

Normalisation of autonomic dysfunction in patients

following recovery using left ventricular assist
device combination therapy

Dr. David Nunan

Faculty of Society and Health - Bucks New University
Other Staff Associated with the Project: Professor David A. Brodie, Dr. Djordje Jakovljevic, Gay Donovan, Dr. Gavin Sandercock,
Dr. Keiran Henderson, Professor Sir Magdi Yacoub and clinical colleagues at Harefield Hospital

The following applied research was performed as part of a joint collaboration Outcomes
between The Royal Brompton and Harefield NHS Trust and Buckinghamshire HRV was almost identical between explants and
New University. controls under the supine condition. Non-significant
Background and objectives. differences existed under standing and paced
The objective of this research was to assess the effects of left ventricular breathing conditions (P>0.05). HRV was significantly
assist device (LVAD) therapy in patients suffering from life threatening heart depressed in CHF compared to explants in supine
failure, with particular focus on the autonomic nervous system. condition (P<0.05) and to controls in supine and
standing conditions (P<0.01).
The clinical collaborators at Harefield hospital have developed a treatment
The above results:
strategy involving a combination of LVAD and pharmacological therapy
1) Demonstrate the clinical utility of HRV assessments
that has demonstrated a recovery of symptoms and an improved survival
in current practice for the treatment of end stage
of their patients. This has also resulted in less patients requiring heart
heart failure in the UK.
transplantation. The Harefield team contribute their findings to a reversal of
2) Confirmed the autonomic displacement in severe
the initial remodelling of the heart that occurs as a result of the condition,
heart failure patients, with poor values for known
including improvements to both structural and functional parameters of the
risk factors (HF, a measure of parasympathetic
previously failing heart. In severe heart failure, there is a displacement of the
conditions) observed in the untreated group.
normal underlying autonomic conditions that often results in a heightened
sympathetic and/or a lowered parasympathetic state. Such autonomic Revealed the novel findings of a normalisation of
conditions are associated with an increased risk of adverse effects to the autonomic dysfunction with LVAD combination
patient. Considering the positive effects of the Harefield LVAD combination therapy which could have important mechanistic and
therapy, the question does this treatment strategy result in favourable prognostic implications.
changes to the patients autonomic function was raised. If so, could
autonomic assessments be added as an additional measure of positive
effects of LVAD combination therapy?
How these objectives were met.
Heart rate variability (HRV) was measured in six NYHA III-IV classified chronic
heart failure (CHF) patients (4 men, age 39±10 years, 778±1148 days post
diagnosis), 12 explanted LVAD patients (8 men, age 37±8 years, duration
of CHF pre-device implantation 333 563 days, 766±476 days post explant),
and 10 healthy, age and sex-matched controls (8 men, age 37 12). HRV was
recorded when supine, standing (sympathetic stimulation) and supine with
paced breathing at 0.25 Hz (vagal stimulation). Repeat measures ANOVA and
post hoc analysis were used to analyse differences in high (HF) and low (LF)
frequency log transformed spectral power and LF:HF.
26 ABSTRACTS Oral Presentations Coventry University Staff Entries
Methods and advanced equipment
for simulation and treatment in
Radio-Oncology (MAESTRO)
Dr. Olivier Haas
Control Theory and Applications Centre - Coventry University
Other Staff Associated with the Project: Professor Keith Burnham
The only FP6 European project on technology for cancer
The MAESTRO project was funded by the European commission as an integrated
project (LSHC-CT-2004-503564) May 2004 - October 2009. The University was
initially awarded €362k with an additional €30.1k provided in 2008-9. Coventry
University was one of 10 out of 25 partners awarded additional funding based
on previous performance.
Aim of the work
The aim of the work package led by Dr. Haas was to develop adaptive radiation
delivery, tracking and control system to increase radiotherapy treatment precision
by taking patient and organ motions into account and compensating for them
whilst the radiation were being delivered.
Project organisation and management
I coordinated the work of Coventry University, UK, the University Hospital
(Coventry, UK), the University of Warwick, UK, the University of East Anglia (UEA),
UK and the University of Castilla la Mancha (UCLM), Spain.
To ensure good progress, regular meetings were organised locally (in person,
webcam and phone). In addition, Coventry University hosted two of the major
quarterly project review meetings involving all the 25 partners and organised
a workshop and a demonstration of the prototype system at the University
Hospital, Coventry.
I organised MSc and placement projects to support the work of research
assistants and PhD students to develop: a video tracking system in LabVIEW,
patient support system (PSS) non linear simulation models, and dSPACE real
time implementation.
The scientific work organisation
A systems approach was adopted where the equipments used in UK
radiotherapy department were assessed at 4 different hospitals. Following
the equipments evaluation, motion prediction algorithm were developed to
accommodate for slow machine dynamics and delays introduced by the image
tracking systems. The PSS was selected to perform the motion adaptation
and thus a model of the system was developed for simulation purposes and a
simplified version for control. A control system was designed on simulation and
combined with the motion predictor developed concurrently. The predictor and
controller were then implemented on a real time platform tested at the University
and connected to the equipment at the hospital. Several iterations were required
to design a safe and practical hardware connection between real time hardware
and the PSS.
First UK demonstration of active motion management using a PSS
To evaluate the research CTAC and UHCW (Coventry, UK) developed a new
computer controlled “breathing” thorax phantom able to replicate realistic external
as well as internal organ motion. The thorax phantom motion was detected by
tracking external surrogate markers monitored by a
video camera. The marker position was then sent to
a Kalman filter motion predictor which provided to the
controller a set of predicted marker position at different
time interval in the future. A predictive controller exploited
the measured and predicted position to calculate the
control action required to move the PSS in real time to
compensate for target movements.
YouTube video
Videos of the experimental work entitled Fighting Cancer
with Control Theory - Control Theory Applications
Centre (CTAC) can be seen on YouTube and on the
MAESTRO project web site: http://wwwm.coventry.
ac.uk/researchnet/ctac/projects/maestro/Pages/
MAESTROnewsandvideos.aspx
Feeding back research into teaching
I fed back the experience gained in this multidisciplinary
project into my teaching in the form of project work,
coursework components and case studies. Movies
of the experiments were used to demonstrate image
processing algorithms. New motion prediction algorithms
were investigated within MSc projects. Data collected
from clinical equipment were used to illustrate the
issues associated with modelling and control of ‘real’
systems as opposed to simulated systems. The team’s
experience with the integration of dSPACE, Matlab,
Simulink and LabVIEW was used to design new tutorials
for MSc modules dealing with real time control, data
acquisition and video tracking. I also coordinated the
edition of a book, based on the work carried out in the
work package 1. This research based textbook is aimed
to illustrate theory with practical research applications:
O. Haas, K. Burnham (Editors) (2008) Intelligent and
Adaptive Systems in Medicine (Medical Physics and
Biomedical Engineering), Taylor & Francis; 1st edition
(21 Feb 2008), ISBN-13: 978-0750309943.
ABSTRACTS Oral Presentations Coventry University Staff Entries
An exploration of the British labour market
experiences of second-generation Irish:
Still nursing & navvying?
Dr. Geraldine Hammersley
Faculty of Business, Environment & Society - Coventry University
This doctoral research was funded by the Faculty of Business, Environment
& Society.
The objective was to examine accounts of the labour market experiences of
second-generation Irish to determine if their work histories replicate parental
career patterns. For two centuries a narrow range of sectors absorbed
waves of Irish migrants, with occupational patterns clustered in gendered
and stereotyped roles in construction and nursing, yet their descendants
careers have not been scrutinised in any depth. Despite being the largest
ethnic minority group in Britain there has been no systematic collection of
statistics for the Irish as a multi-generational ethnic group, hence the second-
generation rarely figure in official data. Consequently, conceptions of ethnicity
predicated on the black/white dualism of race and assumed assimilation
have ignored the Irish experience.
This topic was chosen because there is little extant research on second-
generation Irish at work in Britain (Hickman, 1995; Hickman et al, 2001). It
is relatively straightforward to identify first generation Irish-born immigrants
within the UK labour market, but more difficult to locate their offspring
because of the paucity of official statistics. The work is original and distinctive
because the career patterns and labour market experiences of second-
generation migrants are a salient labour market issue. There is a gap in the
literature so that the part the descendants of Irish immigrants have played in
the British labour market is not fully documented.
Narrative accounts of individuals work histories provided a unique framework
for examining working lives and the research design facilitated reflection on
levels of ‘cultural persistence’ of Irishness (Diner, 1983: xvi). More importantly,
mass emigration from Ireland is unlikely to happen again so the opportunity to
capture such data is diminishing.
27
A biographical approach was used where life story
interviewing methods were deployed to ensure ‘an
unambiguous focus on the respondents’ views,
opinions and experiences’ (Atkinson, 2004: 43) thus
providing rich in-depth data. Personal narratives were
deemed a suitable method to utilise for gathering
data as according to Smith, (1998:210) the accounts
that a life story approach reveals ‘often facilitates the
inclusion of data for previously ignored groups’. This
is particularly relevant for this group as they have
been categorised as an under researched group
who have been rendered invisible and inaudible due,
inter alia, to their similarity in colour to the majority
of the English population (Walls & Williams, 2003).
Biographical research was an ideal approach to
adopt as it facilitated exploration of each individual’s
social construction of reality; thereby revealing
individual lives in terms of their distinctiveness
and social context. The biographical method was
supplemented with photo-elicitation techniques which
sought to provide ‘richer data’ by using participants
photographs to acquire perspectives of their social
existence (Harper, 2002).
Since completion, outcomes include an interview in
the Irish Post, an article in Federation of Irish Societies
Newsletter, invitation to speak at the National Irish
Studies Conference (March 2010) and presentation at
BES internal research conference. I have developed
a dissemination plan and am currently preparing
academic journal articles.
28 ABSTRACTS Oral Presentations Coventry University Staff Entries

Critical mass in research

Dr. Ralph Kenna

Applied Mathematics Research Centre - Coventry University
Other Staff Associated with the Project: The work is in collaboration with Professor Bertrand Berche, Université Nancy, France

There is a long-standing debate in academia regarding the optimal policy The model has been tested using data from the
for funding research. On the one hand the Russell Group argues that bigger most recent RAE, and comparing it to the French
is better and the best policy is to concentrate support into large, research- equivalent. Using these data, we have determined the
intensive universities. On the other hand, advocates of competition argue for a critical masses for a multitude of academic disciplines.
more even spread of resources to support research excellence wherever it is This is the first quantification of the previously intuitive
found, also in smaller universities. notion of critical mass in research.
In support of its case, the Russell Group cites work, such as the recent Smith The theory allows one to categorise research teams
review of the postgraduate provision which states that “In some disciplines as “small” if they contain fewer staff than the lower
the ability to produce excellent research is highly dependent on there being critical mass, “large” if their number exceeds the upper
a critical mass of research capability”. A report by Million+ claims “However, critical mass and “medium” if they are in between. An
high quality support provision is not dependent on critical mass”. Similarly, important conclusion is that, to maximise the overall
University Alliance claims that excellence is not determined by volume alone, strength of a given discipline, it is best to prioritise
and “There is no direct correlation between volume and excellence outside support for medium sized teams – a continual policy
some of the physical sciences”. Moreover, even in such cases, University of concentration is less effective above the upper
Alliance claims “there is no identifiable ‘threshold’ or ‘critical mass’”. critical mass. Thus the resolution to the above
Thus the notion of critical mass in research is intrinsic to this debate. mentioned debate lies between the two extremes.
However, while this notion has been around for a long time, it has been a
subjective one - no quantitative definition of critical mass has been given, until
now, and even the existence of a critical mass has been disputed. Now, our
new research has clarified this issue.
We have established a mathematical model for the relationship between
research quality and the quantity of researchers in a team. This model treats
research groups as complex systems which self-organise into hierarchical
structures. It turns out that collaboration between team members plays a
crucial role and the strength of such a research community is greater than
the sum of its parts. There are not one, but two discipline-dependent critical
masses in research. The lower of these matches the heretofore loose notion
of critical mass as that size below which research groups are vulnerable.
The research quality of teams up to about twice this mass is strongly size
dependent. However, once the quantity of researchers in a team exceeds an
upper critical mass the dependency of research quality on team size reduces.
ABSTRACTS Oral Presentations Coventry University Staff Entries
The governance of sexual violence
in Northern Uganda
Dr. Helen Liebling-Kalifani and Professor Bruce Baker
Faculty of Health and Life Sciences - Coventry University
Other Staff Associated with the Project: Isis-Women’s International Cross-Cultural Exchange, Isis-WICCE,
Kitgum Women’s Peace Initiative, KIWEPI and Makerere University
The research was funded by the British Academy (Award Reference:
SG-53937). Specific objectives were to: (1) examine the understanding of
‘survivor’ of sexual violence, in terms of gender and long-term impact (2)
analyse health and policing needs of survivors from their own perspectives
(3) evaluate responses to survivors by state policing, health services, local
customary structures, community-based organisations and NGOs, and (4)
identify the meaning of effective governance for sexual violence survivors.
In collaboration with Kitgum Women’s Peace Initiative, as our local partners,
we interviewed 51 men and 41 women survivors of conflict-related violence,
including sexual violence, in Orom sub-county; as well as 6 women survivors
in Kitgum Town, as regards their experience of justice and health provision.
Some of the interviews were conducted individually and others were held in
focus groups. We also carried out 85 semi-structured interviews with police
and health officials, and non-state providers that examined their training,
facilities, interviewing techniques, use of women officials and success in
bringing cases to a conclusion. We triangulated our findings by discussing
the project’s themes with key informants within the health and legal
profession, human rights organisations, local and government leaders.
Overall we listened to over 200 people in individual interviews, focus groups
and in three workshops.
The research found state health and justice systems failure with limited non-
state policing and health services. Further, sexual violence had not stopped
with the end of conflict. Regarding justice, a culture of responding to sexual
violence through local negotiation between the families of the accused and
survivor prevailed. The police were often only informed when this broke
down. With respect to resilience, survivors reported several adaptive ways
of handling their physical health problems and psychological trauma. There
was evidence of sexual violence not only against women but against male
LRA rebels.
29
An executive summary of the research was presented
to UNIFEM, United Nations and the 2010 Global
Forum for Women: Beijing +15 in New York.
NGO Committee on the Status of Women. It was
disseminated to policy makers, practitioners, DFID,
Amnesty International, Sexual Violence Research
Initiative, Johannesburg, WHO, and the UN police
advisor. Helen Liebling was invited to present on the
expert panel at a recent DFID workshop on violence
against women, as part of their security and justice
programming. The research was presented at the
Africa @ WARWICK conference, Department of
Psychology, Warwick University, and will be presented
at the Psychological Recovery, Trauma and Growth
Conference, University of Nottingham in June. A
detailed research report was disseminated and
discussed with stakeholders in Kitgum, Kampala and
internationally. A book contract has been obtained,
two articles submitted for publication and two are in
preparation for peer-reviewed journals.
The research was carried out as a collaboration of
researchers in the Faculty of Health and Life Sciences
and the Faculty of Business, Environment and Society,
Coventry University. It involved extensive collaboration
with Isis-Women’s International Cross-Cultural
Exchange, a women’s NGO based in Kampala,
Kitgum Women’s Peace Initiative and the Faculties of
Law and Medicine, Makerere University, Uganda.
30 ABSTRACTS Oral Presentations Coventry University Student Entry
Comparing the return of investment of search
engine optimisation and pay per click campaign
implemented for Trinity Expert Systems Ltd
Adam Grzywaczewski and Dr. Rahat Iqbal
Computing and the Digital Environment - Coventry University
The research was requested by Trinity Expert Systems ltd.
The goal of the research was to identify the main investment path of the
company web marketing. The main objective was to identify the expected
level of return of investment from two main sources of web marketing: search
engine optimisation and pay per click. To achieve this goal a number of
objectives had to be met:
1. Perform search engine optimisation (Google and Bing) of the website, both
content and back linkwise.
2. Perform the Pay Per Click campaign of the main products of the company.
3. Provide the company with a process of capturing the sources of sales.
4. Perform the comparison of the return of investment of both the methods.
To achieve the goals highlighted above the following actions were planned
and performed:
1. A set of interviews were organised with the marketing department of the
company to identify the main products and services.
2. Throughout the interviews, the baseline return of investment was identified.
At this point, not only direct sales coming from the website had to be
identified but more importantly sales just initiated through the internet and
finalised through conventional media. This required setting up a manual
data collection process in the customer service department, reconfiguring
the website to capture more information and organising a set of meeting
with marketing.
3. The structure, content and design of the website
was amended to increase its web crawled mark.
4. The number of back links pointing at the web site
was significantly increased.
5. After leaving some time for the search engine to
re-index the site the process of capturing the sales
and their sources was repeated.
6. The difference in sales was calculated and on top of
that the return of investment.
The main outcome of the research was an observation
that in this particular case (IT consultancy company
with significant competition) the search engine
optimisation provides significantly higher return of
investment than the pay per click and more investment
in this form of web marketing is justified. Secondly
we have identified a positive impact of search engine
optimisation on the information and product visibility of
the company across the customers.
ABSTRACTS Oral Presentations University of Gloucestershire Staff Entry 31

The virtual rocky shore

Dr. Richard Stafford

Natural and Social Sciences - University of Gloucestershire
Others Staff Associated with the Project: Dr. Anne Goodenough, Ms.Julia Newberry, Ms.Christina Catlin-Groves,
Dr. Adam Hart (University of Gloucestershire), Professor Mark Davies (University of Sunderland) and Professor Gray Williams
(The University of Hong Kong)

The Virtual Rocky Shore (VRS) is a pedagogic computer simulation for for publication and two further peer-reviewed
teaching ecological experimental design, and is based on peer-reviewed conference abstracts have also been published or
research into computer simulations of foraging and grazing patterns of accepted for publication:
intertidal snails. It is an excellent example of where applied research has been Stafford R., Goodenough A.E., Davies M.S. in press.
developed directly from pure, curiosity-driven, research. Assessing the effectiveness of a computer simulation
Funding for the research initially came from the University of Gloucestershire’s for teaching ecological experimental design.
Centre for Active Learning, but the final year of the project (ending March Bioscience Education.
2010) was commissioned by the JISC as part of the Bioscience strand of the Stafford R., Catlin-Groves C.L. in press. Open source
Open Educational Resources (OER) programme, which aims to release digital e-learning in higher education. Problems, solutions
educational resources freely for use by other institutions, especially those in and long-term sustainability of the approach.
developing countries. Proceedings of the International Conference on
Many real ecological experiments need to be set up for several months before Information Society.
data can be collected, which makes teaching these concepts difficult. To Stafford R., Davies M.S., Williams G.A. 2008. The
address this, the objective of the research was to take existing computer Virtual Rocky Shore – Linking A-life with Ecological
simulations of the ecology of the rocky shore and convert them into a format and Pedagogic Research. In: Proceedings of the
suitable for conducting virtual ecological experiments within the confines of Eleventh International Conference on Artificial Life.
timetabled practical session (3h). This process would require the development MIT press, Cambridge.
of a simple to use graphical interface – similar to those used in computer
The project involved internal collaboration with the
games – to allow the simulation to be accessible to students. Furthermore,
Centre for Active Learning, especially during the
a companion website to the VRS was developed to guide students through
evaluation stage of the work. Furthermore, the work
concepts of experimental design, data analysis and methods of writing up
involved both national and international collaboration,
experimental studies.
with both rocky shore scientists and experts in higher
To ensure maximum compatibility with all operating systems and web- education in Hong Kong and Sunderland.
browsers the VRS was written in Java and released under the GNU license
(allowing further modification by end users if required). The website was
developed using the industry standard Adobe Dreamweaver, using some
existing teaching resources on statistics, but developing other aspects
from scratch. This work was greatly aided by an externally funded research
assistant (Christina Catlin-Groves) who helped develop much of the content
of the website.
The outcome of the research is a fully working OER, recently uploaded to the
JorumOpen depository, but also available online at http://web.mac.com/
richardstafford1/vrs. During March 2010, website visitors exceeded 150 from
locations including the US, China and New Zealand. A peer-reviewed paper
examining the effectiveness of the VRS as a teaching tool has been accepted
32 ABSTRACTS Oral Presentations University of Worcester Staff Entries

Hedonomics and DIY: Does the

‘four pleasures’ model of product reactions
apply in decorating tool design

Dr. Ann Bicknell

Worcester Business School - ‘Centre for People at Work’ - University of Worcester
Other Staff Associated with the Project: Dr. Jan Francis-Smythe

The applied research was initiated in collaboration with an external regional
organisation as part of a match-funded research project; L.G.Harris. The
project sought to assess the relevance of looking at ‘hedonomic’ (pleasure-in-
products) attributes of decorating tools. This would enable the client company
to take an ‘evidence-based’ approach to developing new and innovative
product concepts as compared to one which relied upon only anecdotal or
industry experience.
Hedonomics is an extension of ergonomics; the latter focuses on functional
aspects of tool design such as usability analysis. Hedonomics takes this
further by making research foci of the other components which determine
‘pleasure in products’ (Jordan, 2006; Green & Jordan, 2002) see below:
1. Physiological or sensory pleasure (which might include tactile stimulation,
smell, visual cues).
2. Social-psychological pleasure in relationships for and status of the user.
3. Psychological pleasure (cognitive and emotional reactions).
4. Ideological pleasure (from the values embodied in products
e.g. environmental sustainability, re-cycling, fair-trade).
The methodological approach was to conduct a series of focus groups (five
‘product clinics’ with a total of 53 participants) on a selected range of L.G.
Harris paintbrushes. Groups were led by an objective academic researcher;
with self-ascribed ‘experienced’ and ‘novice’ DIY-ers as participants. The
quantitative data measured three psychological aspects: Valence (liking
- positive or negative); Activation (calm-excited) and Control (dominated-
dominant). In addition, data on price point and gift status were gathered.
Findings demonstrated impact in the external organisation through showing
qualitative construct validity for each of the four levels of the pleasure-in-
products framework in a new applied market and for expecting consumer-
reactions to decorating tools at each of these levels. Thus, designing-for
these presents as an innovative strategy for product differentiation in a glutted
market. It was also able to refine L.G.Harris’ customer segmentation criteria
and give valuable feedback on perceptions of value.
In addition, evidence that different classes of user
select tools based on different attributes was found
and this was consistent with a well established theory
of decision-making (Azjen & Fishbein, 1975) i.e.
‘novice and experienced users’ reported statistically
significant differences in the types of brushes they
a) liked and b) were excited by. Further this theory
posits that consumers who class themselves as
‘novice users’ of a product or tool, never experience
feelings of ‘control’ when purchasing it; This was
supported by our research. As such, novice DIY-er
purchase decision-making is influenced mostly by
others (e.g. family) or by what the product ‘says it will
do’. In this study there were no significant results for
novice DIY-ers reporting a sense of ‘control’ when
interacting with any of the paintbrushes used in the
focus groups.
Outputs included a presentation to the marketing
team of L.G.Harris, a research report is underway
for a ‘trade’ publication and an opportunity to seek
further applied research support through a product
review presentation meeting planned for next month
with the second largest UK retailer in the decorating
industry. We were able to extend the collaboration
to include another academic from Loughborough
University for expert advice.
ABSTRACTS Oral Presentations University of Worcester Staff Entries
A needs and gaps analysis to support the
development of a strategy on sexual violence
and abuse to women and girls in Shropshire
and Telford & Wrekin
Ruth Jones
Institute of Health and Society - University of Worcester
This research was a response to national initiative recommending the
investigation of the extent of sexual violence and abuse in Shropshire, Telford
and Wrekin in order to identify needs and gaps in service provision. It was
funded by Telford and Wrekin Council.
The overall aim of the research was to inform the development of a Strategy
on Sexual Violence and Abuse to Women and Girls in line Government
recommendations. The objectives were as follows:
1. To identify current resources in Shropshire and Telford to support victims
of sexual violence and abuse.
2. To identify current pathways for ‘victims’ of sexual violence and abuse in
Shropshire and Telford.
3. To identify gaps in provision and pathways for victims of sexual violence
and abuse.
4. To identify and recognise within the report current local good practice.
Due to the short time scale of the project, the methods used to gather data
were desk based, with initial contact with representatives from statutory
agencies and voluntary organisations made via the named contact at Telford
and Wrekin Council; who forwarded an email request for data (via an attached
questionnaire) from the researcher to representatives of these agencies/
organisations. In addition, the web and local service directories were utilised
to identify further services within the geographical boundaries of Shropshire
and Telford and Wrekin, and these were contacted by the researcher. Some
organisations from outside the region were also contacted in an attempt to
33
ascertain the numbers of ‘victims’ going out of area
out of preference or through lack of local service
provision and requests for data was also submitted
to both Shropshire and Telford and Wrekin Councils
under the Freedom of Information Act 2000 An
analysis of national and local secondary sources
such as crime data, self report studies, and existing
research and publications was undertaken while
the researcher was waiting for questionnaires to be
returned to give a holistic view of the issue of sexual
violence nationally and locally.
The outcomes of the research found that services
for women and girls were few and far between and
uncovered a need to provide specific help for hard
to reach groups, but also identified current good
practice that should be built upon. The outcomes led
to a list of recommendations in relation to the findings
and these are currently being acted upon in the form
of an implementation plan drawn up by the researcher
in conjunction with Telford and Wrekin Council.
34 ABSTRACTS Oral Presentations University of Worcester Staff Entries
Enhancing regional engagement
in knowledge transfer
Dr. Jan Francis-Smythe
Worcester Business School - The Centre for People at Work - University of Worcester
Other Staff Associated with the Project: Dr. Jane Arthur and Ann Bicknell
CONTACT Knowledge Exchange commisionned the research to provide
guidance to regional HEIs on ways to enhance HEI engagement with
knowledge transfer through the further development and motivation of
Knowledge Transfer Professionals (KTPs). The research had two foci: (1)
establishment of KTP knowledge and skills gaps, (2) identification of the
motivators of KT engagement.
Objectives:
1. To integrate the existing literature on the professional development needs
of KTPs to provide an analysis of the Continuing Professional Development
(CPD) needs of KTPs within the West Midlands Region.
2. To review current CPD provision available within the West Midlands Region
and conduct a gap analysis to identify areas for attention.
3. To identify motivators and attractors of engagement in Knowledge
Transfer (KT) and provide a critique of how these identified motivators
and attractors can be used to raise awareness of, and to increase
engagement in, Knowledge Transfer in West Midlands’Universities.
The methodology utilised a mixed-method approach involving an academic
literature review, scrutiny of websites and publications, two e-surveys,15
unstructured interviews and attendance at a number of networking meetings.
In total 91 individuals responded to e-surveys and 17+ hours of interviews
were conducted with 15 individuals. Eleven of the thirteen West Midlands
Universities contributed to the project which proceeded in two stages. Stage
1 reviewed current academic and practitioner literature on the training and
development needs of KTPs to provide an integrated synopsis of the current
perceived CPD needs. A regional e-survey of KTPs was conducted to
establish current needs, sources of current provision within the region
and ideal platforms for learning. Stage 2 used unstructured interviews with
highly active knowledge transfer academics to elicit in-depth case stories
of engagement.
Findings showed: a comprehensive account of KT CPD needs is available,
a number of supporting bodies and resources exist which are disparate and
inadequately publicised, technical knowledge and skills most frequently cited
development need, induction to KT variable, face-to-face training preferred,
in-house CPD most common, little proactive needs monitoring. Seven themes
were elicited from the unstructured interviews with the academics highly
active in KT: Values-in-Practice; Motivations and “Buzz Moments”; Purposive
Activities; the Academic Context; The Journey of the Knowledge Transfer
Academic (KTA); Pedagogy; and Perceptions of Risk. Those currently
engaging in KT find it to be exciting, fun, challenging,
at times spontaneous, rewarding and job-enhancing
placing them at the cutting-edge, enhancing their
teaching, and allowing them to pursue their own
interests in a practical way. Eleven recommendations
were presented relating to future CPD provision and
ways to stimulate motivation.
Outputs:
Events:
• Engage HEI conference, May 2009, Birmingham
City University. Bicknell, A., Francis-Smythe, J. &
Arthur, J. (2009). Case studies in knowledge
transfer: De-constructing the entrepreneurial
academic.
• CONTACT KE event reviewing and reflecting on
the work of the KE (JFS) – June 2009 –
Birmingham.
• 2009 Francis-Smythe.J. A. (2009) Engagement in
Knowledge Transfer. Invited Keynote in ‘Puzzled by
KT?’ Conference Canterbury Christchurch
University.Dec.2009.
• AURIL Conference – July 2010 – part of an invited
panel to discuss how to move forward on the KT
HEI agenda ‘Enthuse and Engage’ (JFS).
Published Outputs:
• Bicknell, A., Francis-Smythe, J. & Arthur, J.
(in press). Case studies in knowledge transfer:
De-constructing the entrepreneurial academic.
International Journal of Entrepreneurial Behaviour
and Research Special Issue.
• Francis-Smythe,J.A. Bicknell,A. & Arthur,J.A.
(2009) Enhancing Regional Engagement Through
Further Developing Knowledge Transfer
Professionals (KTPs). Report prepared for the
CONTACT Knowledge Exchange - HEFCE. July
2009.
Collaboration: CONTACT KE, 11 West Midlands
Universities.
ABSTRACTS Oral Presentations University of Worcester Staff Entries 35

Information Security -
Using market research to inform course provision

Dr. Jane Arthur

Worcester Business School - ‘The Centre for People at Work’ - University of Worcester
Other Staff Associated with the Project: Ann Bicknell, Richard Henson and Tim Maxfield

The applied research was a collaborative project requested by Worcester It was concluded that there was benefit in
Business School utilising researchers from the Centre for People at Work, and developing a more targeted product specifically
involving Qinetiq as an external partner with industry expertise in the area. The for SMEs, who it is generally accepted have been
project sought to assess the local Small to Medium Sized Enterprises (SME) omitted in the recent awareness-raising activities.
market need and interest in Information Security Training and/ or consultancy As an outcome the initially proposed three-day
provided by the University. The initial proposal was to implement a three- training course was not deemed viable at the
day course with Qinetiq examining aspects of Information Security aimed at present time and university resources were not
SMEs by way of preparation for their ISO27001 application. Objective market inappropriately deployed implementing a course
research was required to determine the market requirement and suitability of for which there was no market demand. Rather,
such a course prior to investment in design and development. informed by the results generated in the current
The methodological approach included an initial assessment of existing applied research, a formal bid was submitted to
provision through a competitor analysis of current training providers in the the Technology Strategy Board (TSB) in order
field. In addition, an e-survey was distributed to an estimated 600 SMEs in the to develop an innovative information security
West Midlands region to collect information regarding their current awareness management process specifically for SMEs, a
of standards; their interest in information security issues and feedback product initially branded as Information Assurance
on desired provision in order to inform the design of provision. Thirteen for SMEs (IASME). This application was successful
alternative providers of information security were identified in England, with and the research team’s services were re-employed
three of these based in the Midlands region. 43 responses were received to to conduct the research element of this project in
the e-survey, a response rate of approximately 9%. Whilst the response rate Winter 2009.
was disappointing, following analysis of results, it was felt that this was a
reflection of the level of awareness and interest in information security issues
amongst SMEs. Taking a holistic view of the results it was concluded that
there is a low awareness of the information security controls and legislation
and penalties for breech of these standards. In short, information security
matters did not appear to be at the top of responding organisations’ agendas
in terms of implementation and action, but it was recognised to be an issue of
increasing importance. The time that organisations were prepared to spend
on this issue was very limited (50% 1 day or less), with 50% of respondents
looking for ongoing support over a longer period of time. These results
provided useful information regarding the type of product to be developed,
potentially suggesting that there was some merit in offering a ‘we’ll sort it for
you’ consultancy service.
36

Coventry/Worcester/
Gloucestershire/Bucks New
Universities

Applied Research Competition

Wednesday 30th June at Coventry University, Jaguar Building, Room JA102

09.30 – 10.00 Registration & Refreshments

10.00 – 10.15 Welcome and Introduction to the event (Ian Marshall)

10.15 – 12.45 Presentations by Applicants to the Panel (10mins allocated for each presentation)

Session 1 - Research Students

Time Presenter University Title of the Applied Research

Comparing the return of investment

of search engine optimisation and
10.15 Adam Grzywaczewsky Coventry University
pay per click campaign implemented
for Trinity Expert Systems Ltd

The effect of mechanical circulatory

support on cardiac and exercise
10.30 Dr. Djordje Jakovljevic Bucks New University
performance in patients with chronic
heart failure

10.45 COMFORT BREAK

Session 2 - Staff

Time Name University Title of the Applied Research

Hedonomics and DIY: Does the

‘four pleasures’ model of product
11.00 Dr. Ann Bicknell University of Worcester
reactions apply in decorating tool
design?

The effect of human judgement on

11.15 Professor John Boylan Bucks New University
company inventories
 37

Judges
Professor Peter Childs, University of Gloucestershire
Chair Professor Geoffrey Elliott, University of Worcester
Professor Ian Marshall, Coventry University Professor Derek Godfrey, Bucks New University

Time Name University Title of the Applied Research

Dr. Olivier Haas Methods and advanced equipment

11.30 (Professor Keith Burnham to Coventry University for simulation and treatment in
deliver the presentation) Radio-oncology (MAESTRO)

11:45 Professor Florin Ioras Bucks New University ChilternChip.com ESCo

A needs and gaps analysis to

support the development of a
12:00 Ruth Jones University of Worcester strategy on sexual violence and
abuse to women and girls in
Shropshire and Telford and Wrekin

The governance of sexual violence in

12:15 Dr. Helen Liebling-Kalifani Coventry University
northern Uganda

Dr. Richard Stafford

12:30 (Dr. Anne Goodenough to University of Gloucestershire The virtual rocky shore
deliver the presentation)

12:45 LUNCH

13:30 – 14:15 Attendees Networking Time

Judges to agree recipient of Award (all entries have been pre-judged.

13:30 – 14:15
Judges will mark presentations and base decision on pre-judging and presentation information).

Feedback from the Judges and Presentation of the Award

14:15
(media photos to be taken of award recipient and judges)

15.00 Close Event

38
Press Release
Competition showcases research excellence at universities
Coventry University has hosted an inter-university applied research
competition which shows the real-world impact of the institutions’ research.
The competition, between Coventry, Gloucestershire, Worcester and New
Bucks universities is the latest in a series of activities which builds on a long-
term relationship between the four HE institutions.
The competition was held in the Jaguar Building at Coventry University and a
judging panel of expert academics had to pick two winners, one student and
one academic, from a selection projects.
The winning student entry was from Djordje Jakovljevic a PhD Student from
the Cardiovascular Health Research Group from Bucks New University
who looked at the effect of mechanical circulatory support on cardiac and
exercise performance in patients with chronic heart failure.
The winning academic entry was by Ruth Jones from the Institute of Health
and Society at the University of Worcester. She presented a needs and gaps
analysis to support the development of a strategy on sexual violence and
abuse to women and girls in Shropshire and Telford and Wrekin.
Professor Ian Marshall from Coventry University was the Chair of the
judging panel.
Competition winners
He said: “It was an extremely difficult task to
choose two winners out of so many excellent
entries. All four universities taking part are working
on some amazing projects and this is a rare
chance to showcase the wealth of knowledge and
research activity going on in universities today.
“This year’s competition is the latest in a series of
activities which builds on a long-term partnership
between the four universities and I am sure that a
number of joint-working projects will emerge from
this event.”
The entries were judged on the success,
innovation and impact of the research and the
overall quality of the presentation.
For further information, contact Ali Bushnell,
External Press and Media Relations Officer on
02 7688 8245.
(from left to right)
Professor Geoffrey Elliott
(University of Worcester)
Professor Derek Godfrey
(Bucks New University)
Ruth Jones
(winning academic entry) from the Institute of
Health and Society at the University of Worcester
Djordje Jakovljevic
(winning student entry) from the Cardiovascular
Health Research Group at Bucks New University
Professor Ian M Marshall
(Coventry University)
Professor Peter Childs
(University of Gloucestershire)