Research & Development

Our collective of immersive thought leaders and experience designers produce innovative marketing campaigns for the immersive sector, but we also lead on reports, research & creative tech projects. Explore some of our R&D work below.

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IMMERSIVE PROMOTION BIBLE

 

The Immersive Promotion Bible is a large-scale sector-development bible for marketing immersive experiences. Led by Matthew Freeman, it was co-written with Catherine Allen, Dinah Lammiman, Alison Norrington and Naomi Smyth for StoryFutures Academy in 2021.

The Bible is based on substantial audience and cultural insight, reports, interviews, academic theory and industry advisory panels. It provides a road-map for how to market VR/AR experiences to today's

audiences, and addresses the following research questions:

  • Given the technological hybridity of VR/AR, how can the immersive sector develop promotional strategies that reflect this hybridity? What can be learnt from transmedia, film, games and theatre?

  • How can the immersive sector broaden the audience for VR/AR experiences through innovative promotional content that guides new audiences towards immersive environments?

  • How can the immersive sector communicate both the spectacle of VR/AR and its embodied experiences in/as promotional material?

UNDERSTANDING THE VR MARKET IN 2021: OCULUS QUEST & QUEST 2

In 2021 Immersive Promotion Design and Limina Immersive surveyed 3,544 British internet users to find out the proportion of the population who own a VR headset and the characteristics of these audiences. The sample was broadly reflective of the UK’s demographic make-up.

Our findings include a snapshot of how big the UK population's VR market is post-pandemic, as well as an insight into the gender, ethnic and behavioural makeup of this market, including consumer spend.

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TEACHING IMMERSIVE PROMOTION

As well as developing sector understanding of how to better market immersive experiences to audiences, we also aim to enhance the quality of teaching and learning in the field of immersive storytelling. Our team produced 10 teaching videos, 4 accompanying workshop exercises and an assignment brief for undergraduate courses in advertising, PR, media communications, creative media and computing. Educators are invited to use these teaching videos in the classroom or as additional learning materials. All of the workshop exercises and assignment briefs can be downloaded freely and modified by the academic for their own courses, providing that citations are included.

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BEYOND THE EARLY ADOPTOR: WIDENING THE APPEAL FOR VIRTUAL REALITY

This report is written by Catherine Allen, CEO of Limina Immersive, in partnership with the PEC's researchers from Cardiff University, investigates Limina’s experience of using creative technologies, particularly VR, to reach new audiences. It uses a combination of academic research, audience surveys and Limina’s own studies to discover how people are consuming creative content and the barriers which are preventing them from using the latest technologies.

This report is based on years of in-depth research and draws on a diverse range of sources, from focus groups and sales data, to analysis of the gender balance of executives in UK virtual reality companies. 

IMMERSIVE CONTENT FORMATS FOR FUTURE AUDIENCES

This report was produced by Limina's Catherine Allen for Digital Catapult, and funded by Innovate UK. This report is a step towards an immersive media taxonomy for creative formats. It identifies trends within the most impactful and creative consumer-facing experiences released by the immersive media sector over the last 4-5 years. By combining data science with curatorial expertise, Limina identified 15 creative format trends which have particular potential.

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VR+KIDS

 

Alison Norrington Executive Produced the VR thread at the Children's Media Conference, including a strand on VR+Kids for The Children’s Media Foundation. This research examined creative challenge of creating robust and relevant VR content for children, ethics and policy around creating VR experiences for children, monetisation and distribution of VR, along with accessibility and awareness needs. Finally, the VR+Kids Research Roadshow brought together media and VR professionals from Leeds to London and Manchester, culminating in this infographic overview:

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THE FOUNDLING

Part fable, part moment in history, Sharon Clark's The Foundling is immersive, table-top theatre delivered to your door. Funded by CreativeXR, the work fuses augmented reality, AI, smell and binaural sound, providing audiences with a gothic tale that spills out into your home, reveals a secret that guides audiences towards Raucous's The Undrowned.

SHARED PASTS: DECODING COMPLEXITY

 

Coral Manton's Shared Pasts: Decoding Complexity uses augmented reality technology as a mechanism to reveal layers of narratives built on historic artefacts and places. Immersive technologies are being adopted in the cultural sector to allow users to experience history – however this retelling of history through immersive experience can often simplify complicated stories – focusing on a singular point of view. This project, funded by the South West Creative Technology Network, aims to give a 360 degree view of the past revealing the complexity surrounding cultural collections and landmarks, showing that meaning-making is dependent on the lens through which you see the past.