Evaluating immersive user experience and audience impact

Innovate UK’s recent Knowledge Transfer Network report on The Immersive Economy in the UK estimates that Britain has around 1,000 immersive-specialist companies employing around 4,500 people and potentially representing as much as 9% of global market share. UK Creative Industries have a huge amount to contribute to this emerging immersive sector, not least because many of the skills involved are derived from different corners of this thriving, diverse and crucial part of the economy (such as film, TV, games, visual effects, etc).

This report on Evaluating Immersive User Experience and Audience Impact, conducted by Nesta and i2 Media Research for Digital Catapult, looks at the challenges of understanding the value of creative content while the consumer market for VR and AR content is still small, and traditional quantitative measures of measuring impact are not always available or reliable. The report develops a research methodology for testing and evaluating the experimental immersive content that is being made now, in a way that will help us predict the potential audience appetite, cultural impact, and commercial opportunity in the future.