Audience
Understanding

Overview

Media content has a very wide range of effects on audiences – some are immediate (for example making us cry or laugh or immersing us in a new world) and some are longer-term (for example changing our attitudes or behaviour).  There is a range of methods available to measure these effects on the audience: interviews, questionnaires, physiological monitoring, measuring behaviour etc.

MyWorld’s Audience Understanding research has mapped out these pre-existing methods, evaluated and validated them and is now adding new cutting-edge methods to this battery.  This will provide the creative industries with an easy-to-access toolkit to support audience understanding.  In turn, this will allow us together to evaluate the benefits of different versions or delivery modes in production; provide independent evaluation of the value and impact of the content to funders and stakeholders, and allow the creation of personalised experiences that are shaped to the individual or audience group, reflecting their needs and understanding.