Joseph Baldwin
Cardiff Metropolitan University
Welsh Crucible 2025
Joe is a Research Fellow at Cardiff Metropolitan University’s School of Art & Design, specialising in user testing and applied behavioural research. His PhD utilised eye tracking technologies to analyse the viewing behaviour of pioneering imaging processes, contributing to visual perception research.
He manages a research facility dedicated to in-context user testing and supports collaborative research through behavioural testing methods. With a background in product design and education, his research bridges design and human behaviour, employing human-centred methodologies such as eye tracking to derive meaningful insights from user experience.
Joe’s work has advanced sports performance, tourism, and real-context training while providing industry insights that improve packaging design, enhance consumer acceptance, and offer product shelf evidence for retailers. He believes valuable research ideas emerge from combining technical knowledge with personal interests and fostering interdisciplinary collaborations. His interests include screen-based and wearable eye tracking, observation monitoring, and physiological and emotional state analysis.