MOVING TARGETS
knowledge exchange with the creative industries
Moving Targets explored innovative models for audience engagement, content development and monetisation in the digital era.
The project engaged with industry partners, funding bodies, and academics through interviews, cross-sector workshops, industry placements, and consultancy work.
Project Team and Structure … or skip to see the project activities
PROJECT INFORMATION
type of work: knowledge exchange = research + practice
employer: Edinburgh College of Art | University of Edinburgh
industry: creative media industries
dates: Dec 2010 - Mar 2014
extent of my work: three years full-time + six months 6h/week
funded by the Scottish Funding Council through the Spirit programme (SFC 2009)
TEAM STRUCTURE | PI = Principal Investigator | CoI = Co-investigator | KEA = Knowledge Exchange Associate
Abertay University - leading institution
monetisation & intellectual property
PI: Prof Gregor White
CoI: Dr Dayna Galloway
KEA: Dr Nicola Searle
University of Edinburgh
content production
PI = Prof Richard Coyne
CoI = Dr Mark Wright
KEA = Dr Mariza Dima
Edinburgh College of Art
audience engagement
PI = Prof Simon Biggs
CoI = Dr Beverley Hood
KEA = Me!
Advisors: Prof Paul Harris (Robert Gordon University) & Brent MacGregor (ECA|UoE)
Other project partners included: BBC, Creative Scotland, Scottish Enterprise, Creative Skillset, and a range of creative media SMEs.
Hello, World!
CROSS-SECTOR WORKSHOPS
The project delivered a total of seven workshops. These are the ones I delivered.
8th April 2011, 3h
Inaugural Workshop
This exploratory workshop was aimed at focusing our research and engaging industry partners. Design activities focused on identifying challenges and opportunities shared across sectors.
27th January 2012 -
Audience Engagement
For this workshop, I developed a tool for media creators to develop their audience strategy. The tool was a success among industry partners, and many other workshops sprang from this one, which served to refine and improve the method.
Eventually, we prototyped the tool as a
web-based service - stiki
Stiki | a tool for developing audience strategy
7th December 2012 - 3h 30min
What did we learn?
This workshop aimed to create the space for reflection for professionals working in different roles and sectors to:
(1) reflect upon their failures
(2) share what they had learnt, and
(3) collectively explore solutions for ongoing challenges.
PLACEMENTS & CONSULTANCY
Placements:
We spent 1-2 weeks in companies to observe, learn, and contribute to their existing projects.
At Tern TV, I worked on research and documentation for their digital adaptation of the book 39 steps. At Snook, I helped delivering a series of co-design workshops for the Start-Up Stirling project.
The intended placements quickly turned into consultancy, as each knowledge exchange associate found ways to support media companies.
extent of work: consultancy ranged from punctual workshops, to regular consultancy meetings, to over one month full-time research or design work
type of work: user & market research | experience & interaction design | audience engagement & marketing strategy | organisational strategy
THE MOVING TARGETS CONFERENCE
The Moving Targets Conference
Dundee Contemporary Arts DCA
13-14th October 2013
The conference programme addressed examples of co-creation, direct digital publishing, and audience involvement. Conference proceedings were published as a special section of the November 2013 Issue of Participations: Journal of Audience and Reception Studies.
My contribution: branding | marketing | peer-review of paper submissions
ACADEMIC OUTPUTS
Publications
Fernandez Orviz, A. & Biggs, S. (2014) A Tool for Audience Design: A Service Design Perspective on Media Consumption, The International Journal of Design Management and Professional Practice, Common Ground Research Networks, 7(3), pp.1-12.
Fernandez Orviz, A. & Biggs, S. (2013) Adapting Service Design Tools for the Media Industries. In: Camarinha-Matos L. M. & Scherer, R.J., Collaborative Systems for Reindustrialization. Conference Proceedings: PRO-VE 2013 - 14th IFIP Working Conference on Virtual Enterprises, September/October 2013, Dresden, Germany. London: Springer, pp. 423-430
Fernandez Orviz, A. (2013) Ineffective Multi-disiciplinary Collaborations. In: Blessing L., Qureshi, A.J. & Gericke, K. eds. The Future of Transdisciplinary Design , Proceedings of the Workshop on “The Future of Transdisciplinary Design”, June 2013, University of Luxembourg. London: Springer, pp. 28-39.
Dima, M., Fernandez Orviz, A., Wright, M. (2013) Design-led knowledge exchange: The Moving Targets project. In: Creative Exchange Conference Proceedings, September 2013, Lancaster, UK.
Presentations and Seminars
Oct 2013 Collaborative Systems for Reindustrialisation, PRO-VE Conference
Technical University of Dresden, Germany
paper presentation | Adapting service design tools for the media industries
Mar 2013 | Design Principles and Practices Conference
University of Chiba, Japan
Paper presentation | A tool for audience design
Feb 2013 Design Lecture Series
Edinburgh College of Art, Scotland
Presentation: Co-creation, co-design and Moving Targets
Nov 2012 Design Lecture Series
Edinburgh College of Art, Scotland
Screening & Panel debate | Design & Thinking documentary
with Prof A. Murray & Dr M. Dima
Aug 2012 Dare to be digital | Dare +
Abertay University, Dundee, Scotland
seminar | Audience engagement
Aug 2012 Dare to be digital | Dare Indie Festival Conference
Abertay University, Dundee, Scotland
Presentation | Innovative models for engaging media audiences
May 2012 Ends of Audience Conference
Queens Mary University, London
Exhibition | Audience Engagement Tool
Mar 2012 | Circle seminar programme
University of Edinburgh
Presentation | Moving Targets, design-led knowledge exchange
Feb 2012 Digital scholarship: a day for ideas
University of Edinburgh, Scotland
Poster presentation | The Moving Targets project
Dec 2011 Conference Bridging the gap between research, policy and practiceESRC geonomics network, London
Presentation (with Dr Dima & Dr Searle) | Moving Targets: a case study of industry engagement
July 2011 Edinburgh Interactive Festival
Presentation & Interactive session (with B McNicolls) | Beauty Town