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Details of Grant 

EPSRC Reference: EP/S027440/1
Title: Hybrid Gifts
Principal Investigator: Koleva, Professor B
Other Investigators:
Benford, Professor S Flintham, Dr M Kwon, Dr H
Researcher Co-Investigators:
Project Partners:
Broadway Media Centre Debbie Bryan Studio Chocolate
Unilever
Department: School of Computer Science
Organisation: University of Nottingham
Scheme: Standard Research
Starts: 01 June 2019 Ends: 30 November 2021 Value (£): 569,776
EPSRC Research Topic Classifications:
Human-Computer Interactions
EPSRC Industrial Sector Classifications:
Creative Industries Information Technologies
Related Grants:
Panel History:
Panel DatePanel NameOutcome
12 Feb 2019 Digital Economy Investigator-led Research Projects 12 February 2019 Announced
Summary on Grant Application Form
The exchange of gifts has a long tradition and has been widely recognised as socially important, building bonds and promoting wellbeing. It also brings economic benefits to manufacturers and retailers by driving the sales of products, with the global gifting market predicted to exceed £30 billion by 2021. Digital gifting, giving media (such as music, video, images, games and subscription accounts) as a gift in a digital format online is still in its infancy, but is a rapidly growing sector of the market. Digital gifts, however, fail to be appreciated as gifts as much as their physical counterparts by their recipients, and as such are easily forgotten, and rarely reflected on or reciprocated.

Companies are embracing opportunities to provide additional value to tangible products through supporting services, in particular by connecting physical goods to digital services to support customisation or personalisation. For example, physical products are enhanced by augmented reality content overlaid onto them when they are scanned using mobile phones. Researchers have explored how the value of these products has been enhanced through the digital, for example giving second hand goods or musical instruments the ability to tell stories about their past usage.

In this project, rather than treating physical and digital gifting separately, we will explore how these new kinds of hybrid products can flexibly support powerful and engaging new gifting experiences. To achieve this, we will engage in two phases of work. Firstly, we will explore different mechanism for combining the physical and digital into hybrid artefacts, and chart the opportunities for customisation to create meaningful personalised gifts. This spans immersive augmented reality applications to run on a mobile phone to Internet-of-Things technologies embedded in new physical objects. By working 'in the wild' with real users, we will refine our designs to derive principles and guidelines to understand how the physcal and digital facets of a thing can be combined and customised to add value to one another. Secondly, we will explore how to facilitate the creation and sharing of hybrid gifts with various stakeholders over their lifetime. To do this we will scaffold: producers to make hybrid artefacts; retailers to initially configure them; givers to make and personalise these as gifts for others, give them and follow them afterwards; and for their recipients to unwrap them, enjoy them, reciprocate and ultimately pull them from obsolescence by re-gifting, recycling or repurposing.

This project brings together expertise in Human Computer Interaction and Pervasive Computing from researchers at Nottingham's Mixed Reality Laboratory with design researchers at the Loughborough Design School. Our work aims to create opportunities for UK companies to innovate new products and services in the global marketplace. Through collaboration with our industrial partners we will explore how a range of different types of product might become hybrid gifts: fast-moving-consumer-goods such as bath product gift sets that could be coupled to a music track to create a multisensory experience; hand-crafted high-value artisan products such as jewellery that are enriched with stories about how a piece was made, reflections on why it was chosen by the giver and images of it in use by the receiver; and luxury food gifts such as chocolate that include information about the ingredients but also a personal message from the giver to create an enhanced unwrapping experience. We will create, give, enable, sell and study these new products to understand their use and value, and generate a gifting toolkit to support this process for use by the community.

Key Findings
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Organisation Website: http://www.nottingham.ac.uk