Researching Avatars

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from the VBusiness Expo on 26 April 2008. An overview of the different approaches and challenges to researching online identity in social virtual worlds and online games

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Researching Avatars

  1. 1. Researching Avatars Aleks Krotoski University of Surrey, Guildford vBusiness Expo, Second Life 26 April 2008
  2. 2. Why? <ul><li>Marketing </li></ul><ul><ul><li>Who are your current customers and what makes them happy? </li></ul></ul><ul><ul><li>Who are your potential customers and what will convert them? </li></ul></ul><ul><li>Research </li></ul><ul><ul><li>What can we learn about the offline from the online? </li></ul></ul>
  3. 3. Research Methods <ul><li>Qualitative </li></ul><ul><ul><li>Interviews </li></ul></ul><ul><ul><li>Focus groups </li></ul></ul><ul><ul><li>surveys </li></ul></ul><ul><li>Quantitative </li></ul><ul><ul><li>Network analysis </li></ul></ul><ul><ul><li>Data tracking </li></ul></ul>
  4. 4. Qualitative Analysis <ul><li>Design </li></ul><ul><li>Doing the deed </li></ul><ul><ul><li>Takes longer than you think </li></ul></ul><ul><li>Getting the results </li></ul><ul><ul><li>Text-based </li></ul></ul><ul><ul><li>Voice-based </li></ul></ul>
  5. 5. Quantitative Analysis <ul><li>Design </li></ul><ul><li>Doing the deed </li></ul><ul><ul><li>Data capture </li></ul></ul><ul><li>Getting the results </li></ul><ul><ul><li>Largesse multiplied by largesse </li></ul></ul>
  6. 6. Online vs Offline <ul><li>How’s it the same? </li></ul><ul><li>How’s it different? </li></ul>
  7. 7. Recruitment <ul><li>Social Networking across the metaverse </li></ul><ul><li>Rewarding good deeds </li></ul>
  8. 8. Participation <ul><li>Welcome to the gift economy </li></ul><ul><li>Invest in the community </li></ul><ul><li>Trust is the most important currency online </li></ul><ul><li>Remember the human behind the avatar </li></ul>
  9. 9. [email_address] http://www.toastkid.com

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