Launch of Hello Ara World Roblox Research Platform

Conversational AI research company Hello Ara has built an environment for the conduct of qualitative research studies within the Roblox gaming system.

Roblox offers a huge variety of online gaming options and boasts more than 300 million monthly users - described by the company as 'a vibrant platform for immersive research'.

Headquartered in London and in Cape Town, South Africa and founded in 2020, Hello Ara aims to integrate research into 'comfortable and engaging' environments so as to enhance the respondent experience and the quality / depth of insights. In March last year it opened a multi-room immersive research environment, customisable with research materials, sound, video and 3D elements.

The new Roblox qual world aims to integrate research into participants' digital lives, allowing co-creation projects with consumers, who include adult Gen Zs as well as teenagers.

Co-founder David Wright says the new space includes a configurable shopping area, an auditorium for showcasing ads and concepts, and a customizable city map, 'providing a familiar and engaging space for younger respondents accustomed to immersive social gaming'. Director Karlien Kriegler adds: 'For the past 18 months, we have had too much fun conducting qualitative research in the Metaverse, from concept and ad testing to brand positioning, innovation co-creation, and more. Our new Roblox environment offers more opportunities for creative and contextual research. Feedback from clients and respondents has been overwhelmingly positive, with respondents feeling happy to be themselves and open in research - no need to stare at strangers or feel under pressure'. Kriegler says while initial projects have been qualitative, scaling the approach is now the company's aim, and believes that 'Roblox provides the necessary tools and flexibility'.

Web site: www.helloara.ai/robloxqualitative .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.