PROJECT

Audience of the Future is an Innovate UK funded R&D project involving leading UK creative, cultural and research organisations including the Royal Shakespeare Company, Marshmallow Laser Feast, Philharmonia Orchestra, Manchester International Festival, Punchdrunk and Nesta. I2 media led the audience insight and strategy for the project. 

Methods

Our work spanned multiple strands of activity including: 

1. Describing new audiences. We produced a conceptual and statistical transmedia segmentation of audiences considering their technology attitudes and arts and cultural attitudes.

2. Audience testing: We evaluated formative R&D by project partners. We used design thinking methods to run agile user testing to understand strengths and weaknesses. We then used our proprietary Audience Impact Metric to conduct a quantitative study of audience experience which included creative and strategic recommendations. 

Outcomes

Our research on business models formed strategic sector research to understand new markets. This research considers production pipelines as well as audience appetite and willingness to pay for new immersive formats. We collated learnings from interviews, our segmentation, user trials and stakeholder consultation and user journey mapping. Insights were presented at Beyond Conference and SXSW.