Evidence-based innovation

Through their discussions Katherine realised that she needed evidence to back up her idea and work with someone to undertake the deep research required, which is where Justin’s expertise came in. His rigorous research looked across the globe at examples of similar initiatives being introduced.

He also undertook in-depth analysis of the financial impact of hedonistic spending, or buying for pleasure, which the research showed falls significantly in people with dementia and other disabilities. This helped Katherine build a firm financial case for businesses to adopt supportive retail environments. Done ethically, these environments can help people living with dementia resume levels of retail and leisure spending comparable to those unaffected.

Katherine was also supported on the Arrow project by Professor Charles Dennis, a specialist in digital marketing and consumer behaviour. His expertise and research into the links between the high street, shopping centres, and wellbeing brought a wealth of retail knowledge and experience to the project. Together with Justin’s in-depth research report, this enabled Katherine to make a strong, evidence-based case for the social, wellbeing and financial benefits of her Slow Shopping initiative.

With the help of two University interns, Katherine was also able to undertake field research in Newcastle’s Grainger Market, observing people’s shopping behaviour and collaborating with retailers to identify ways of making the experience more inclusive and accessible. Grainger Market agreed to run a pilot, where every Tuesday afternoon background noise from music and announcements is reduced, seating areas and quiet spaces are increased, and trained staff are available to offer shoppers thoughtful, patient support.