Monday, 20 September 2021

Audience of the Future funding for early-stage projects

Apply for a share of up to £800,000 for early-stage, human-centred design projects in creative or immersive experiences. Innovate UK, as part of UK Research and Innovation, will invest up to £800,000 to fund early-stage, human-centred design projects through the Audience of the Future Challenge Fund. The aim of this competition is to support early-stage projects to generate ideas that meet customer needs, using research and human-centred design principles. Fast, low-cost prototyping and user testing of those ideas is also within scope.

Your proposal must deliver well-defined, user-validated ideas ready for further technical research and development (R&D) and discover insights about the problem space, consumer motivations and behaviours.

Projects must explore innovation opportunities in one or more of the following themes:

designing for Net Zero
design for Build Back Better
design for Cross Sector Immersive Projects

Projects must include activities or work packages that:

discover customer perceptions, motivations, and behaviour
define the problem statement and pinpoint the characteristics necessary to make any solution desirable and fit for purpose
deliver clearly communicated ideas that have been validated through fast, low-cost prototyping and user-testing and are ready for further technical R&D

The competition is open to single applicants and collaborations for projects with total eligible costs between £25,000 and £50,000. To lead a project, your organisation must be a UK registered business of any size. You must involve at least one micro, small or medium-sized enterprise (SME).

See: Competition overview - Audience of the Future – Design Foundations 2 - Innovation Funding Service (

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