Dr Joe Baldwin

Dr Joe Baldwin

Joe Baldwin is an Educator, Product Designer and Research Scientist. He completed his Doctorate in 2015 and works as a Research Fellow at Cardiff School of Art & Design (CSAD) and the Food Industry Centre within Cardiff School of Health Sciences (CSHS). Joe is responsible for the operational management of the Perceptual Experience Laboratory (PEL) and leading on key aspects of research and facility development. His research interests focus on the use of immersive environments for applied user testing research and the application of stimulus-response testing methods on subject’s experience and behaviour.

Joe currently supports the Zero2Five’s HELIX project; a Welsh Government-funded knowledge transfer programme developed to support the Welsh food industry. Joe’s principal component of the HELIX project seeks to uncover new insights into consumer habits and behaviours and use that knowledge to directly benefit Welsh food industry companies.

Joe successfully integrated eye-tracking technologies into his Doctoral research project, with these experimental designs and methodologies being unique to Cardiff Metropolitan University at the time. The publication of both his PhD Thesis and further research undertaken during his Doctoral studies helped support and promote the Fovography imaging method being developed at CSAD. Additionally, the Fovography research project saw Cardiff Metropolitan University being shortlisted for a Times Higher Educational Award in 2015 for an outstanding contribution to innovation and technology.

Joe has a 1st Class Honours degree in Product Design, an MSc in Industrial Design and a Post Graduate Certificate in Education. Joe’s education and contribution within teaching, design and research has helped him to develop proficiencies in design practices, engaging with research and commercial projects, developing psychophysical experiments for product development and translating valuable insights from research into marketable impact.

Specialties: Product Design, Design Process, Human-Centred Design, Industrial Design, Computer-Aided Design, Design and Technology, Prototyping, User Testing, Stimulus-Response Testing Methods, Eye Tracking and Behavioural Software, Biometrics and Psychological Measures, Quantitative and Qualitative Experimental Methodologies, Statistical Analysis.