What should our interactive experience offer different audiences?

Audience research should establish who an interactive experience needs to serve and what those people want or need from it. The Frameworks combines desk research with stakeholder interviews to understand audience pain points before developing creative ideas. For Siemens, The Frameworks analysed more than 50 documents and interviewed key stakeholders to identify the audiences and how to appeal to them. The resulting interactive web platform reframed dense white paper content as a concise, self-guided experience for technical users and people from business backgrounds. The practical starting point is to examine existing material alongside stakeholder knowledge, then use that understanding to shape an experience that different audiences can explore for themselves.

Give visitors a choice of depth by pairing detailed explanations with immersive and visual ways into the story. The Frameworks recommends designing content around how audiences want to experience a brand: a detail-heavy white paper can sit alongside an immersive 3D online experience, while illustration and animation can introduce descriptive technical content. The aim is to let audiences choose how they consume information, rather than require everyone to follow the same format. In 2026, the Center for Exhibition Industry Research, reported by PCMA, described how younger professionals can attend exhibitions as scouts for senior buyers, with exhibitors providing staff and product encounters alongside information visitors can photograph, access digitally or carry into later evaluation. Offer material for closer examination as well as an engaging encounter.