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Partners Offer 'In Context' Virtual World Research
Another virtual research partnership: in the US, marketing services agency GSD&M Idea City and virtual worlds developer Metaversatility have partnered to create a platform which enables surveys to be conducted 'in-world' to provide clients with access to consumer, product and experiential insight and knowledge.
The firms say that unlike other virtual worlds surveys where participants have to complete on-line surveys over the Internet, their new IdeaBot platform allows research to take place while the respondent is still 'in' the virtual space.
'Just as with typical ethnographic research where you want to experience the consumer in a specific environment, the importance of the avatar being able to answer questions and provide insight in the context of the virtual environment is so important to our ability to apply the findings effectively,' said Maury Giles, Director of Accountability and Analytics at GSD&M Idea City.
IdeaBot automatically screens and surveys market research panellists in various virtual worlds, including Second Life. In addition, the companies have developed best practices for conducting qualitative focus groups within the virtual space.
Rene Huey-Lipton, Director of Marketplace Planning at GSD&M Idea City believes that deep knowledge and insight are needed about virtual worlds to ensure that they are effective channels for clients, adding: 'Our unique service offering combines world class research, marketing and in-world build capabilities.'
As part of the Omnicom Group, GSD&M Idea City provides marketing communications and ad agency support; while Metaversatility fosters community, entertainment, education and commerce in on-line spaces.
Web sites: www.IdeaCity.com and www.metaversatility.com .
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