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IIR Chicago Presentation

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  • 1. Survey Techniques In Virtual Environments: Conducting Sofas And Virtual Face-to-face Interviews in Second Life Prof. Diana Derval, MBA, DervalResearch Mario Menti , GMI (Global Market Insite) Inc. June 11, 2008 – IIR Chicago
  • 2. Online Communities Users
    • Facebook: 26 M
    • Second Life : 12 M
    • LinkedIn : 10 M
    A Mass Media Targeted by Affinity
  • 3. Second Life, a Social Environment
    • User-generated content
    • Wide range of roles
    • Variety of motivations
    • Open technical platform
    • Towards 3D Internet or “Metaverse”
    Second Life is a social environment not a game!
  • 4. Second Life, a Thriving Economy
    • Second Life is a thriving economy with parallels to the commercial web 1995
    • 13.7 million residents
    • Own currency : L$, Linden dollar
    • 1.5 million US$ spent per day
    • 57,000 profitable businesses
    • Major brands
    Source: Linden Lab, Reuters
  • 5. Second Life, a Research Lab
    • Early adopters
    • Participative users
    • Co -creation
    • Immersive research
    • Mixed quali- quanti
    • Modelling - data visualization
    • Market simulation
  • 6. Examples
    • SLIC: Second Life Interview Corner: Interview sofas on a number of topics. When avatar sits on a sofa, the sofa starts asking survey questions and listens for avatar’s responses.
    • Interviewer “bots”: Automated, computer-controlled avatars that can walk up to and interact with respondents, including ability to conduct a survey.
  • 7.
    • Live from Second Life…
  • 8. What is Your Favorite Beverage ? Interactive
  • 9. What is Your Favorite Activity ? Interactive
  • 10. Second Life, the Perfect Moment
    • Consumers are twice as receptive to communications while they are waiting
    • See ‘Wait Marketing’ approach
    • Right context
    • Congruent media
    • Affinity with brand
    • Targeting is not enough!
  • 11. SLIC, a Virtual Sofa
    • Immersive and engaging interview
    • Open and one-to-one chat
    • Available 365x7x24 for residents
    • 171 respondents
    • 2,000 answers
    • 10 Personas
  • 12. Top 10 Online Personas #1 Business Man #2 Student #3 Designer #4 Technician #5 Waitress #6 Developer #7 Professor #8 Housewife #9 Social Worker #10 Disabled
  • 13. Persona #1
  • 14. Persona #2
  • 15. Persona #3
  • 16. Persona #4
  • 17. Persona #5
  • 18. Persona #6
  • 19. Persona #7
  • 20. Persona #8
  • 21. Persona #9
  • 22. Persona #10
  • 23. Top 10 Online Personas Technology Curious Clothes Design Home Decoration Patient Social Networks Creation New Products
  • 24. Marketing in or via Second Life? Target? Congruent? Feasibility? Yes No Yes Yes Stop No No
  • 25. What Benefits Which Brands Designing a new product Validating a prototype Beta-testing a product Technology/Electronics Fast-Moving Consumer Goods Fashion/Luxury Cars Home Decoration
  • 26. Prof. Diana Derval, MBA Tel +31 61 824 0803 [email_address] www.derval-research.com Thanks for your attention! Mario Menti Tel: +44 20 8767 9352 mmenti@gmi-mr.com http://blog.msurveys.com

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