CO-CREATING THE AUDIENCE OF THE FUTURE
We Are

audience of the future
​Research grOUp

University of South Wales in collaboration with Fictioneers 

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we are an audience of the future creative consortium

The Audience of the Future project aims to develop digital storytelling using contemporary technology.  

​As part of the Audience of the Future Challenge (funded by the Industrial Strategy Challenge Fund), the University of South Wales is working on this industry-led project in collaboration with a consortium of commercial practitioners dubbed Fictioneers.  Using Aardman's popular Wallace & Gromit IP, the consortium will draw upon their combined skills in games production, animation, creative marketing and technology development to create a new and playful location-based experience.  This enhanced mobile experience aims to engage new audiences and provide innovative ways for long term fans to interact with a media favourite.

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By working with Fictioneers, we aim to better understand emerging practice and engagement within the UK Creative Industries.  Research themes include co-creation cultures and the ways that audience research intersects with design decisions. 
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Our University team contributes expertise in audience research, documentation and evaluation.​  Initial output includes a summary of recent research in this field.

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Meet Us

We're the team
of researchers working with Fictioneers on Wallace & Gromit's Audience of the Future.


​
Helen Davies
USW Research Fellow
Audience Engagement
Bronwin Patrickson
USW Research Fellow Impact and Evaluation
Corrado Morgana
Principal Investigator 
Academic Subject Manager Animation & Games
Richard Hurford
Faculty of Creative Industries
Ruth McElroy
Professor of Creative Industries and Faculty Head of Research

First 

Discovery
We are compiling a summary of recent research about immersive/enhanced reality media and audience engagement.

coming in 2020: review

Production

We are researching audience engagement with interactive play and story-telling in mobile and augmented reality media.

insight

Analysis
We are evaluating collaboration processes and in 2020 we will share the learnings that emerge as a result of this behind the scenes study.
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