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.

Ana Levordashka
PDRA - University of Bath

Charlotte Butler
PhD - University of Bath

Danaë Stanton Fraser
Professor of Human Computer Interaction - University of Bath

Felix Carter
PDRA - University of Bristol

Graham Thomas
Head of Applied Research, Production - BBC

Iain Gilchrist
Professor of Neuropsychology - University of Bristol

Mike Richardson
PDRA - University of Bath