immersive AUDIENCE development
Immersive experiences place the audience at the centre of the content, as part of the work, which means that their experience becomes part of the aesthetics. This heightened relationship between the content and its audience makes it essential for the invitation into the immersive experience to feel like a safe and welcoming space for all.
As part of our research into designing innovative and adaptable strategies for audience development in immersive experiences, we can provide rigourous evaluation of how audiences engaged with your immersive experience. This evaluation is ideal for creators with reporting needs, but it is also about audience development: the immersive market is still relatively small, so how can you engage a more diverse audience that goes beyond your mailing list?
With flexible Silver and Gold packages to suit your needs, how can you develop a bigger, more inclusive audience? And don't forget: our mission is to help the immersive sector to grow, and so everyone we work with is treated as a research partner, meaning that your evaluation supports our research and you get access to our cutting-edge R&D.
+ Introductory consultation call to help us understand your project aims and audiences.
+ A presentation exploring duty of care considerations in the context of immersive experiences, led by Catherine Allen, CEO at Limina Immersive.
+ Audience evaluation of your immersive experience,
including a capturing and full analysis of how your audiences created meaning as part of the immersive work and what characterised their experience before, during and after the experience, led by Dr Astrid Breel, Impact Research Fellow at Bath Spa University.
These methods will aim to capture data that will enable you to understand how different factors (such as how confident the audience member is with technology) impacted on their overall experience.
+ A copy of our complete Immersive Promotion Bible.
Everything in the silver package, plus:
+ Extensive audience research examining the experiences of different audience groups in relation to each other with an intersectional perspective to make the connection between a better understanding of immersive audience experience and more inclusive and equitable audience and sector development strategies.
These methods will focus on longer-term audience development, allowing you to consider ways of developing a more inclusive audience going forward.
+ A report documenting learnings from the audience research, with audience development strategies.
+ Access to our entire pool of immersive audience research, our exclusive data set of all audience playtesting conducted for our previous R&D.
We have recently completed evaluation for Digital Welcome, and provided strategic audience development for the Watershed as part of The Future is Collective programme, which supports creative freelancers in the South West.
As an example of the rigourous audience evaluation we do, watch our campaign walkthrough video for The Invited, an AR adaptation of the Dracula story, before exploring what we learnt about how to market AR experiences to new audiences by evaluating the campaign on over 4500 people. At Immersive Promotion Design we specialise in this kind of research, and those we partner with are able to access our pool of immersive audience insight and R&D.
Please get in touch via the form below or email us at email@example.com for a free video-call and quote.
audience evaluation: What we did
In order to evaluate what worked about our promotion and what was less effective, we tested it on over 4500 people.
The evaluation was completed (i) via boosted Facebook posts for our social media content, tracking which kinds of images encouraged people to click through to the website, and (ii) via an online survey, which evaluated 3 questions:
Which of our Facebook videos, each experimenting with different research-informed ideas of how best to communicate AR, were clicked the most? In particular, how did engagement with certain posts correlate with different demographics?
Based only on engaging with The Invited website, to what extent were respondents clear about what The Invited actually is, and specifically that it is an AR based experience based on a kirigami book?
What is the relationship between respondents' current engagement levels with VR/AR technologies, their professional industry backgrounds, and the extent to which our promotional content primed their interest in The Invited?
Respondents were all based across the UK, of various ages (16-75+), an equal mix of male (48%) and female (52%), from a range of different professional backgrounds, and with different levels of familiarity with immersive technologies.
audience evaluation: What we found
Overall, the 55-64s were by far the most engaged demographic in terms of clicking on our Facebook posts, which reinforces the perceived sector trend that AR experiences are most commonly consumed outside of the home by audiences over the age of 25. In fact, the posts that provided a more literal, explicit look at the kirigami book itself (i.e. Posts 9 and 10, which minimise AR) were engaged with exclusively by people over 45, with 50% over 65.
However, the use of animated elements, filters and digital layering techniques helped to skew the appeal towards younger and more diverse age ranges, albeit mostly to men. The only post not to use these digital techniques that appealed more to women was Post 6 (the video of the woman 'trapped' inside the kirigami castle). Meanwhile, static images generally failed to appeal to audiences under 45, perhaps due to their black and white nature, although these images did successfully engage both genders equally.
Posts 2 and 6 were the most clicked overall, and while the former skewed towards men and the latter towards women, these two posts both engaged a diverse age range. As such, for our central promotional image we opted to put these two images together, and when this new image was advertised, it had an 18% click rate, with the demographic breakdown as follows: 18-24s (18%), 25-34 (10%), 35-44s (16%), 45-54s (12%), 55-64s (36%), and 65+(8%). Altogether, 54% of these engagements were from men and 46% were women.