Everybody's Business

Consumer information access for people who are blind or vision impaired

1. Introduction

"Access to information may be the most critical requirement of all people in their everyday lives" (M. Goggin, 1982, p.5 in Williamson, 1995, p.4)

The Telstra Consumer Consultative Council has provided research funding to the National Federation of Blind Citizens of Australia (NFBCA) for a project on Consumer Information Access for People who are Blind or Vision Impaired. The primary target group for the research is people who are blind or vision impaired and who are consumers of products and services from telecommunication companies, banking institutions and government departments.

Information pertinent to consumers includes:

• the provision of goods and services
• the availability of goods and services
• costs
• quality
• advertising
• complaints about goods and services or professional services

(Victorian Association of Citizens Advice Bureaus, n.d. in Williamson [1993])

While it is obvious that blind or vision impaired people need consumer information in alternative formats, there are emerging technologies which can create both opportunities and obstacles for access to information. This is why the Project has taken a very wide view of the issue of consumer information access to encompass a discussion of new technologies and universal design.

The purpose of the Project was to undertake joint social and technical research aiming to:

• Determine the information needs of people who are blind or vision impaired, as consumers of products and services from large public utility corporations such as telecommunications companies as well as banking institutions and government departments such as the Department of Social Security.
• Propose effective and efficient accessible consumer information delivery systems

There were three main aspects of the Project:

• Survey of the literature and review of Australian and overseas projects and services
• Assessment and analysis of consumer information needs and access methods based on Australian and overseas experience
• Formulation of recommendations applicable in the Australian context

The members of the Project Steering Committee were:

Bill Jolley (Project Manager)
Liz Atkinson (Telstra)
Lynne Davis (NFBCA)
Gerard Goggin (Consumers' Telecommunications Network)
Karen Knight (NFBCA)
Christopher Newell (TCCC Research Committee)
John Simpson (NFBCA)

Gunela Astbrink of GSA Information Consultants was appointed Research Consultant for the Project. She has many years of experience in the disability field in Australia and overseas. Gunela has also worked for Swedish Telecom in its Telematics and Disability Centre which included extensive liaison with researchers throughout Europe.

Project parameters

The Project investigated the information needs of consumers with a vision impairment through the primary mechanism of focus groups. Discussion was held based on a number of questions such as how payments for products and services were made, how people learned about and used products and services, what suggestions they had for the improvement of products and services, how they complained about products and services and finally, further information they would prefer about products and services. The group participants proved a valuable source for current practice in the knowledge and use of services and products. It was made clear that people who are blind or vision impaired use a variety of formats for accessing information depending on personal circumstances. The focus groups were supplemented by interviews and discussion with key informants in Australia - people with a good understanding of consumer needs, access methods and services currently available, future technologies, possible solutions and emerging issues.

Within the community of people who are blind or vision impaired, there are people who have not been addressed by mainstream approaches. For example, people from non-English speaking backgrounds who become vision impaired later in life and people who are Deafblind. The Project did not explore the needs of such groups in any detail. NFBCA is addressing some communications issues for people who are Deafblind including Braille TTY access.

The Project researched present and next generation technology as well as underlying policies to ensure that people with vision impairment have access to consumer information in the future. It investigated products, services, projects and policies both in Australia and overseas. If these were not available in Australia, it was determined if they were appropriate for Australian conditions and if so, how they could either be adopted or enhanced for use by blind or vision impaired people.

It was not the intention of the Project to investigate specific products such as screen reading software for computers but rather to provide an overview of projects and services in Australia and overseas which can have applications in the provision of consumer information by large private and public organisations.

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