Moving Targets Research & Design

The Audience Engagement tool is intended to reinforce the strategic development of media audiences by focusing on and providing a holistic overview of the users’ relationships with brand and content, in opposition to the generalised concentration on content implementation.

It triggers consideration of aspects that, being relevant in terms of strategy, are often left to post-production stages by prompting questions around the context in which the media output is produced. Also, it breaks with the traditional perception of the audience as passive by providing a concrete set of elements (involvement mechanisms) through which creators can explore more innovative approaches.

The Process

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