GUSTO - Service innovation and design of for elderly customers

Founded: 28 Jul, 2010

Gusto is a service innovation and design (SID) project with special focus on cost effective innovation and remodelling of products and services related to food and nutrition for elderly customers. Our orientation is based on the consumer, the end-user, and the everyday situations related to eating, food and nutrition.

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In Gusto the focus is on promotion of health, well-being and pleasure for the elderly customer through food services.

A basic presumption is that the consumer appreciation is based on a holistic impression of the service and product: healthy products should also be tasty and promote pleasure. Services that promote pleasure and including tasty products are more evidently consumed sufficiently by the elderly people. Divers aspect of good quality should be in balance in the same product or service.

This user centered approach is based on the idea that the client’s appreciation of products is related to the interaction between the service/product and the consumer. Consumer experiences, and motivations play an important role in the choises and decision making situations. It seems utterly important to understand the user’s preferences but also his motivations, behavior and the user’s view of the consumption context.

A new ethnographic user centered method has been developed at Laurea University of Applied Sciences. This is based on using various methods for data collection, not only interviews and observations, but also visualization and other ethnographic methods. In data interpretation and analyze the end-user or consumer or the study object has an active role.

The pilot studies reveal the problems of visually impaired. The result material (photos and videos) help service developers, designers and producers to better understand the visually impaired clients among whom a great majority consists of elderly people. A large part of the results can be applied for development of services for younger visually healthy customers.

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