Methodological Toolbox for Perception, Cognition, and Emotion Methodological Toolbox for Perception, Cognition, and Emotion Sports products (footwear in particular) have been and still are relying on a number of time proven mechanical features to increase performance. Each iteration of a given product either adds a new feature or modifies one or a number of existing features in order to impact (mechanically) the energetics, kinematics and kinetics of human body, thus, achieving a higher movement efficiency and/or improving any of the performance related variables of interest for a given sport. However, in certain situations, a significant mechanical intervention is not possible because: (a) the theoretical and practical limits of a given mechanical feature have been reached or (b) technological, economic, market preferences or design constraints do not allow for changes that would have a significant, direct, mechanical impact on movement (eg. running). When these limitations are present, there is still possible to create products that can lead to an increase in performance by means of inducing subtle changes in perception that can alter the overall movement dynamics at the cognitive/emotional level. In these cases, the product acts as a filter or amplifier for various variables related to the perception of: environment, body segment dynamics, resilience, fatigue/readiness, confidence etc. While these perception variables have been at the forefront of (athlete preference driven) product selection for decades - and some of them arguably the main drivers of performance - they have only recently entered the sport science vocabulary. This discrepancy between the realities of the (real world) product preference and the focus of most traditional sport science disciplines is primarily due to the fact that the methodological and experimental procedures required to quantify the magnitude and overall impact of these variables do not exist yet. In certain cases, subjective, often involuntarily biased and incomplete (questionnaire based) methodologies were used to quantify these variables. This approach led to scattered results and added to the general sense of confusion regarding these variables. Furthermore, it has been proven that not only the physical interaction with perception altering features can lead to performance, but visual elements of a product can induce changes in movement patterns, perception of speed, perception of fatigue and self-confidence. All these variables can and do improve sport performance. In this context, we endeavor to create a number of methodologies and quantification tools that would allow adidas to be the first company to systematically quantify the unquantifiable and measure the impact of novel, perception-oriented features on sport performance. During the last 18 months we have designed and executed a number of (ad-hoc) tests in order to answer specific questions related to product, experience or story telling impact on the athlete/customer. We have answered a number of fundamental questions and developed a number of novel methodologies in the process but it has recently become obvious that: A. We have gaps in our knowledge regarding the perceptual and emotional response to products and experiences, primarily because of a lack of product specific methodologies capable of quantifying perception, cognition and emotions. B. There is no coherent, systematic approach to the development of these methodologies and as a consequence there is quite a bit of redundancy since each individual project is more or less started from scratch C. There is an acute lack of published work in this space which makes the communication of the results and the legal support of product performance claims rather difficult.
|Effective start/end date||3/8/21 → 7/1/21|
- INDUSTRY: Domestic Company: $31,115.00
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