This research examines the relationship between social identity and the perception and preference of urban public space. The objective of the research is to determine the effect different characteristics or properties of the public space have on the perception and preference among the different socio-cultural groups.

1. Environmental Quality and Preference among
Different Socio‐Cultural Groups in Israeli Society
Adi Reich Roman
Gabriela Goldschmidt
Einat Kalish Rotem
Technion ‐ Israel Institute of Technology
EDRA 44 ‐ Providence, RI ‐ May 31, 2013

2. Introduction Research Objectives Methodology Results Discussion Introduction
Lecture Outline
• Introduction
• Research Objectives
• Methodology
• Participants
• Research Design
• Procedure
• Results
• Quantitative Data
• Qualitative Data
• Discussion
• Socio‐Cultural Group Profiles
• Design Recommendations
• Implications
• Limitations and Advantages
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3. Introduction Research Objectives Methodology Results Discussion Introduction
Introduction
• The main role of architects and urban designers is to create
environments for people and to ensure the quality of these
environments.
• Environmental quality deals with human welfare.
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Human Satisfaction and Health
Human ‘Wants’ and ‘Needs’
How do people regard and define “quality”?

4. Introduction Research Objectives Methodology Results Discussion Introduction
Culture, Society and Perception
• Social groups and cultures establish norms for behavior,
and emphasize different criteria for preference and
evaluation.
• Every society produces its own spaces, often resulting in
different spaces for different societies.
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Examination of differences in perception and preference

5. Introduction Research Objectives Methodology Results Discussion Introduction
Landscape Assessment
• Potential to integrate the fields of Urban Design,
Perception and Cultural Studies.
• A tool to assist in engaging participants in planning and aid
in decision making processes.
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Perception
Urban
Design
Culture
Landscape Assessment

6. Introduction Research Objectives Methodology Results Discussion Research Objectives
Research Objectives
• Examination of the differences among different socio‐
cultural groups regarding appreciation of characteristics of
public space and their effects on preference.
• The Israeli context ‐ a society composed of various socio‐
cultural groups living side by side in the urban
environment.
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7. Introduction Research Objectives Methodology Results Discussion Methodology
Participants
• Five socio‐cultural groups from Israeli society were chosen:
Group
Gender Age
Total
Men Woman 20‐40 41‐60 61+
Ethiopian 13 17 10 10 10 30
Israeli Arab 11 19 14 15 1 30
Ultra‐Orthodox 2 28 21 6 3 30
Tsabar 15 15 15 9 6 30
Soviet Union 16 14 12 11 7 30
Total 57 93 72 51 27 150
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8. Introduction Research Objectives Methodology Results Discussion Methodology
Research Design
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Explanation of preference differences though differences in
interests and motivations
Qualitative
In‐depth interviews
Content analysis
Common/Unique group
interests and motivations
Quantitative
Preference rating
Statistical analysis
Differences in preferences
between groups

9. Introduction Research Objectives Methodology Results Discussion Methodology
Research Design
The research design consists of the following stages:
• Identifying characteristics which influence perception and
preference of the public space.
• Creating 2D simulation‐sets of a public space manipulated
according to identified characteristics.
• Conducting interviews and establishing preference ratings
using the simulation‐sets.
• Qualitative and quantitative analysis and integration.
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10. Introduction Research Objectives Methodology Results Discussion Methodology
Characteristics
Eight Characteristics were chosen:
• Building height
• Street furniture
• Paving
• Fixed functions
• Vegetation
• Density
• Activity
• Nighttime lighting
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11. Introduction Research Objectives Methodology Results Discussion Methodology
Building Height:
Street Furniture:
Simulation Sets
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12. Introduction Research Objectives Methodology Results Discussion Methodology
Simulation Sets
Paving:
Fixed Functions:
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13. Introduction Research Objectives Methodology Results Discussion Methodology
Simulation Sets
Vegetation:
Density:
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14. Introduction Research Objectives Methodology Results Discussion Methodology
Simulation Sets
Activity:
Nighttime Lighting:
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15. Introduction Research Objectives Methodology Results Discussion Methodology
Procedure
Vegetation:
Most Favored:
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Least Favored:

16. Introduction Research Objectives Methodology Results Discussion Results
Characteristic Image Ethiopian Israeli Arab
Ultra
Orthodox
Tsabar Soviet Union
All
participants
Building
Height
(A)
Medium height (A1)
Tall building (A2)
Low building (A3)
Street
Furniture
(B)
Concrete benches (B1)
Wooden benches (B2)
Stone benches (B3)
Paving
(C)
Granolithic paving (C1)
Stone paving(C2)
Wooden paving (C3)
Fixed
Functions
(D)
Brand name shops (D1)
Cafes and restaurants (D2)
Services (D3)
Vegetation
(E)
No vegetation (E1)
Thick vegetation (E2)
Thin vegetation (E3)
Density
(F)
High density (F1)
Low density (F2)
Medium density (F3)
Activity
(G)
Motion activities (G1)
Stationary activities (G2)
Spectatorship activities (G3)
Nighttime
Lighting
(H)
Medium lighting level (H1)
Low lighting level (H2)
High lighting level (H3)
Quantitative Results
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Most Favored Ratings

17. Introduction Research Objectives Methodology Results Discussion Results
Quantitative Results
Characteristic
Soviet
Union
/ Ethiopian
Soviet
Union
/ Ultra‐
Orthodox
Soviet
Union
/ Israeli
Arab
Soviet
Union
/ Tsabar
Ethiopian
/ Ultra‐
Orthodox
Ethiopian
/ Israeli
Arab
Ethiopian
/ Tsabar
Ultra‐
Orthodox
/ Israeli
Arab
Ultra‐
Orthodox
/ Tsabar
Israeli
Arab
/ Tsabar
Building
height
M - - 0.0019** - - - - 0.0264 - -
L 0.0334 ‐ 0.0011** 0.0327 ‐ ‐ ‐ ‐ ‐ ‐
Street
furniture
M - 0.0141* - - 0.0263 - - 0.0136* 0.027 -
L 0.0072* 0.0001*** ‐ 0.0274 ‐ 0.0159* ‐ 0.0001*** 0.0109* 0.0089*
Paving
M - 0.0069* - 0.0214 0.0149 0.0322 - - - 0.005*
L ‐ 0.0182 0.0355 0.036 ‐ ‐ ‐ ‐ ‐ 0.007*
Fixed
functions
M 0.0001*** - 0.0001*** - 0.0006*** - 0.0001*** 0.0001*** - 0.0001***
L 0.0054* ‐ 0.0001*** 0.0056* ‐ 0.0016** 0.0001*** ‐ 0.0001***
Vegetation
M - - - - - - - - - -
L - - - - - - - - - -
Density
M 0.0325 - - 0.0164 0.0012** 0.0085* 0.0001*** - 0.0042** 0.0241
L - - - - - - - - - -
Activity
M - - - - - 0.0028** - 0.0179 - 0.0288
L - - - - - - - - - -
Nighttime
lighting
M - 0.0142 - - 0.0062* - - - - -
L - - - - - - - - - -
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Significance: * < 0.05 ** < 0.005 *** < 0.001
M – Most Favored, L – Least Favored
Differences among paired groups regarding the most and least favored ratings

18. Introduction Research Objectives Methodology Results Discussion Results
Qualitative Results
Motivations:
• Economy,
• Nostalgia and Association,
• Emotion,
• Appearance and Characteristics,
• Social,
• Practicality and convenience,
• Uses,
• Conventions and norms,
• Health,
• Disturbance and Danger,
• Miscellaneous
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19. Introduction Research Objectives Methodology Results Discussion Results
Qualitative Results
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Ethiopian Israeli Arab Ultra‐Orthodox Tsabar Soviet Union All Groups' Average
Distribution of references to each motivation by the all groups (%)

20. Introduction Research Objectives Methodology Results Discussion Discussion
Ethiopian Group Profile
• Uses ‐ “An environment which has a variety of activities,
walking, sitting, shops, different people” (Ethiopian woman, 20‐40)
• Practicality and Convenience ‐ “Health center, post office,
bank – these are the places I attend at least once a month”
(Ethiopian woman, 61+)
• Social ‐ “I am a person who connects and likes people, and
this image represents a large amount of people” (Ethiopian man,
20‐40)
• Nostalgia and Association – “Anything designed from stone
reminds me of Ethiopia” (Ethiopian man, 41‐60)
• Nature ‐ “I love plants, nature, and this image takes me back
to the village I was born at in Ethiopia…” (Ethiopian man, 20‐40)
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21. Introduction Research Objectives Methodology Results Discussion Discussion
Israeli Arab Group Profile
• Disturbance and Danger ‐ “I don’t like [multiple] stories,
possibly I’ll disturb others, or the other way around, and in
case of danger it is easier to escape” (Israeli Arab woman, 41‐60)
• Practicality and Convenience ‐ “… I’m in a rush to get to
work and to transport things and it [crowdedness] could
delay me” (Israeli Arab man, 41‐60)
• Social ‐ “People are essential. It is impossible without
people” (Israeli Arab woman, 20‐40).
• Learn from physical attributes ‐ “Shows humility and
equality between people” (Israeli Arab woman, 20‐40, concerning
Building Height).
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22. Introduction Research Objectives Methodology Results Discussion Discussion
Ultra Orthodox Group Profile
• Conventions and Norms ‐ “Nice, feels most familiar, normal”
(Ultra‐Orthodox woman, 20‐40)
• Ultra Orthodox way of life ‐ “A lot of non‐frum [Ultra‐
Orthodox] people” (Ultra‐Orthodox woman, 41‐60).
“Smooth, safe surface and easy for strollers” (Ultra‐Orthodox
woman, 41‐60)
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23. Introduction Research Objectives Methodology Results Discussion Discussion
Tsabar Group Profile
• Uses ‐ “…What is the purpose of the place without trees?”
(Tsabar man, 20‐40)
• Emotion – “Not claustrophobic, but this is noisy and
crowded” (Tsabar woman, 41‐60)
• Social ‐ “Belongs to the older generation, [playing]
backgammon and cards…” (Tsabar man, 41‐60)
• Spatial concepts ‐ “Most crowded, on the verge of the
place’s capacity. Shouldn’t look like a rally” (Tsabar man, 20‐40)
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24. Introduction Research Objectives Methodology Results Discussion Discussion
Soviet Union Group Profile
• Appearance and Characteristics ‐ “I like wooden paving,
[it’s] fun, well kept and prestigious” (Soviet Union woman, 20‐40)
• Disturbance and Danger ‐ “It is uncomfortable to walk on
stones, you might fall and break a leg” (Soviet Union man, 41‐60)
• Health ‐ “[I] like wood better. The concrete and stone may
cause a cold” (Soviet Union woman, 61+)
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25. Introduction Research Objectives Methodology Results Discussion Discussion
Design Recommendations
• Building height ‐ Most prefer low rise buildings, higher
buildings appeal to Soviet Union and Ultra‐Orthodox
residents.
• Street furniture ‐ Integration of wood into the design of
street furniture will probably increase the users’ preference.
• Paving ‐ Ethiopian, Tsabar and Soviet Union participants
prefer wood, Israeli Arab and Ultra‐Orthodox prefer
granolith.
• Fixed functions ‐ A mixture of different assortments of
functions is advised. For Ethiopian and Israeli Arab residents
a greater emphasis should be placed on accessibility to
services, while for other groups greater emphasis should be
given to cafes and restaurants.
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26. Introduction Research Objectives Methodology Results Discussion Discussion
Design Recommendations
• Vegetation ‐ Nearly all participants agreed that the more
vegetation exists in the public space, the more preferable it
will be.
• Density ‐ Most of the population prefers medium density,
yet the Ethiopian participants showed a tendency towards
high density.
• Activity ‐ A pluralistic space, capable of accommodating
several types of activity to one degree or another is advised.
• Nighttime lighting ‐ Despite the overall tendency towards
high lighting levels, several concerns were made regarding
energy saving and the possibility of having too much
lighting.
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27. Introduction Research Objectives Methodology Results Discussion Discussion
Implications
• Differences in appreciation and preference exist among
different socio‐cultural groups regarding characteristics in
urban space.
• Identification of different issues which influence socio‐
cultural groups' criteria for environmental quality.
• Many of our motivations regarding environmental
preference are basically similar, yet subtle differences exist
among the groups, which may be the basis for identified
differences in preference.
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28. Introduction Research Objectives Methodology Results Discussion Discussion
Limitations and Advantages
• Generalization of several sub‐groups into one group in
order to create coherent definitions of the socio‐cultural
groups at the expense of more detailed descriptions.
• Relatively small sample size of 30 participants per group.
• Interviewers were allowed to choose the interviewees,
which imposes difficulties regarding validity and reliability.
• Ultra‐Orthodox group – Participants form a sub‐group of
mostly women immigrants from the USA.
• The study has succeeded in releasing preference research
from laboratory constraints and bringing it to the field.
• The research design may be applied in cases which require
non‐expert participation in urban design and planning.
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29. Introduction Research Objectives Methodology Results Discussion Discussion
Conclusion
Thank You
Questions?
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