Dr Jessica Hoare

(she/her)

Biography

Dr Jess Hoare is a researcher and creative industries specialist whose work explores how emerging technologies shape participation, representation, and equity in media and cultural production. Her research spans digital innovation, creative and cultural industry policy, and the politics of data in audience engagement. With a background in both practice and academia, Jess works at the intersection of critical data studies, digital research methods, and creative economy R&D to explore how technologies such as XR, AR, and AI impact which stories are told and how they are experienced.

Her doctoral research developed a mixed-methods framework, combining quantitative physiological data collection with qualitative insights, to explore emotional engagement in heritage contexts. Grounded in critical data studies, this work exposed the ethical and inclusion-related risks of using sensor technologies in audience research, particularly in relation to underrepresented and marginalised communities. Jess continues to advocate for more socially responsible, reflexive, and inclusive approaches to innovation in the creative and cultural sectors.

With over a decade of experience in digital innovation, she has worked with organisations including Nesta, Tate Liverpool, the National Trust, Arts Council England, and Amgueddfa Cymru – Museum Wales. As Digital Innovation Lead at Museum Wales, she led strategic projects that applied immersive technologies to support accessibility, inclusion, and co-creation across public programmes.

In her current role with Media Cymru, a £50m UKRI-funded creative industries programme, Jess leads research on equity, diversity, and inclusion (EDI) in media innovation. She collaborates with researchers and creative businesses to address systemic barriers to participation and to inform policy and funding practices. She also serves on the Advisory Board of South West Museum Development, providing strategic guidance on evaluation and EDI initiatives.