Media Research

Due to the increase in media choice, selecting the ‘right’ medium is complex and important. This is all the more true when you consider that we often do not get more money or time to spend on media. That is why we study the added value and experience of new digital media compared to traditional media.

Our Media programme focuses on Digitally Enhanced Realities (DER). These are new forms of human interaction in media environments designed with games, big data, simulations, robotics and Artificial Intelligence (AI). In our CRADLE lab, the next generation of digital media and game products and services are designed and created.

Media research focuses on Virtual, Augmented and Mixed Reality (VR/AR/MR). The goal is to help brands to realise a digitally enhanced reality strategy based on media context connectivity. As media budgets are not on a par with the rise of new digital media, such as VR and AR, it is important but also difficult for brands to make the right strategic choices. Creating and testing digital media concepts from the concepts of ‘context’ and ‘experience’, we optimise connection and engagement with audiences that (do not) move across different media platforms. We want to know how we can create and measure engaging user experiences in Digital Enhanced Realities (VR, AR & MR) and how they compare with experiences in more traditional media.