Rikke Flodin, trained as an anthropologist, entered the film industry after studying at the University of Copenhagen through the agency Will & Agency, which later founded Publikum. A film production company approached them for a marketing strategy, which led to a collaboration with the Danish Film Institute to research how the film industry thinks about audiences. Publikum developed a three-step process to help filmmakers better understand their audiences, using AI and direct feedback methods such as the NarrativeTest.

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