Researching Avatars Aleks Krotoski University of Surrey, Guildford vBusiness Expo, Second Life 26 April 2008

Why? Marketing Who are your current customers and what makes them happy? Who are your potential customers and what will convert them? Research What can we learn about the offline from the online?

Marketing

Who are your current customers and what makes them happy?

Who are your potential customers and what will convert them?

Research

What can we learn about the offline from the online?

Research Methods Qualitative Interviews Focus groups surveys Quantitative Network analysis Data tracking

Qualitative

Interviews

Focus groups

surveys

Quantitative

Network analysis

Data tracking

Qualitative Analysis Design Doing the deed Takes longer than you think Getting the results Text-based Voice-based

Design

Doing the deed

Takes longer than you think

Getting the results

Text-based

Voice-based

Quantitative Analysis Design Doing the deed Data capture Getting the results Largesse multiplied by largesse

Design

Doing the deed

Data capture

Getting the results

Largesse multiplied by largesse

Online vs Offline How’s it the same? How’s it different?

How’s it the same?

How’s it different?

Recruitment Social Networking across the metaverse Rewarding good deeds

Social Networking across the metaverse

Rewarding good deeds

Participation Welcome to the gift economy Invest in the community Trust is the most important currency online Remember the human behind the avatar

Welcome to the gift economy

Invest in the community

Trust is the most important currency online

Remember the human behind the avatar

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