The Immersive Audience Experience Evaluation Toolkit

Freeman, Jonathan; Lessiter, Jane; Borden, Polly; Turner-Brown, Lewis; Kurta, Leah and Ferrari, Eva. 2019. 'The Immersive Audience Experience Evaluation Toolkit'. In: IBC (International Broadcasting Convention) Technical Papers Conference. Amsterdam, Netherlands 13-16 September 2019. [Conference or Workshop Item]

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Abstract or Description

This paper introduces the Immersive Audience Experience Evaluation Toolkit, an online questionnaire designed to measure audience perceptions of impact and value of different immersive experiences. Initially created and developed in 2017, the Toolkit has been applied to various immersive media formats and contents such as virtual reality (VR), augmented reality (AR), mixed reality (MR), games and screen-based media. With examples of insights generated for creators and funders of immersive experiences, this paper summarises the need for, development and refinement of the Toolkit. Drawing from audience evaluations with 460 people using 10 different immersive contents, the added value of the Toolkit to the creative industry of further exploring aggregated and comparative ratings is also discussed.

Item Type:

Conference or Workshop Item (Paper)


immersive experiences, online questionnaire, virtual reality (VR), augmented reality (AR), mixed reality (MR), games, screen-based media

Related URLs:

Departments, Centres and Research Units:

Psychology > Centre for Cognition, Computation and Culture (CCCC)


16 September 2019Published Online

Event Location:

Amsterdam, Netherlands

Date range:

13-16 September 2019

Item ID:


Date Deposited:

16 Oct 2019 12:37

Last Modified:

09 Jun 2021 16:07


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