Conversations from the Sundance Institute Labs | Audiences of the Future (and Present) with Jonny Freeman
About this Event Recording
Go behind the scenes to learn from Sundance Institute Advisors in our new Conversations from the Labs series. This collection of videos will deepen your understanding of all the creative disciplines that are supported through our Labs including Feature Film Directing and Writing, TV Writing, Emerging Media, Documentary, Producing, Film Music, and Theatre. with many of our Lab advisors.
What does an artist need to understand while identifying the needs of their audience? Moderated by Ruthie Doyle, Director of Emerging Media at Sundance Institute, this video from the 2020 New Frontier Story Lab features Advisor Jonny Freeman as he applies his 25 years of experience in psychology, marketing, and digital media to address the question of how to create impactful experiences and predict the behavior of future audiences. His presentation covers the framework for meaningful analysis and incorporating feedback, followed by a Q&A session and a conversation with Producer Sarah Ellis on reconciling the nature of creativity with the nature of research.
More conversations in this series include Iterative Practice and Collaboration, Lullabies for AI, and Building Characters, Emotion, and Story.
Event RecordingTeam
Jonny Freeman
Panelist
Jonny Freeman is a leading expert in digital media, consumer and audience psychology. Using psychology research methods, he has developed and applied a body of knowledge to optimize digital media products and services, focusing on user experience, and the effectiveness and impact of communications. In his 25+ years of experience, Jonny has been instrumental in identifying the needs of immersive media audiences and he has consulted widely with the creative industries to recognize business opportunities arising from transformative technologies, such as immersive, personalization and 5G. At Goldsmiths University, Jonny has built an applied research team with expertise in innovative methodologies (from physiology and eye-tracking, to behavioral analysis) to apply to R&D challenges. He has focused on measuring the user experience of television, live, and immersive content, and his team's methodologies - including the ITC-Sense of Presence Inventory (2001) and the more recent Audience Impact Metric (2020) - are in use in hundreds of labs around the world. Jonny is currently leading the audience engagement research and strategy for the Royal Shakespeare Company led Audience of the Future Performance Demonstrator, funded by the UK?s innovation agency Innovate UK. The project, led by Sarah Ellis (Director of Digital at RSC), is exploring the future of performance and audience experience in the immersive and digital spaces.