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IIR Chicago Presentation


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IIR Chicago Presentation

  1. 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. 2. Online Communities Users <ul><li>Facebook: 26 M </li></ul><ul><li>Second Life : 12 M </li></ul><ul><li>LinkedIn : 10 M </li></ul>A Mass Media Targeted by Affinity
  3. 3. Second Life, a Social Environment <ul><li>User-generated content </li></ul><ul><li>Wide range of roles </li></ul><ul><li>Variety of motivations </li></ul><ul><li>Open technical platform </li></ul><ul><li>Towards 3D Internet or “Metaverse” </li></ul>Second Life is a social environment not a game!
  4. 4. Second Life, a Thriving Economy <ul><li>Second Life is a thriving economy with parallels to the commercial web 1995 </li></ul><ul><li>13.7 million residents </li></ul><ul><li>Own currency : L$, Linden dollar </li></ul><ul><li>1.5 million US$ spent per day </li></ul><ul><li>57,000 profitable businesses </li></ul><ul><li>Major brands </li></ul>Source: Linden Lab, Reuters
  5. 5. Second Life, a Research Lab <ul><li>Early adopters </li></ul><ul><li>Participative users </li></ul><ul><li>Co -creation </li></ul><ul><li>Immersive research </li></ul><ul><li>Mixed quali- quanti </li></ul><ul><li>Modelling - data visualization </li></ul><ul><li>Market simulation </li></ul>
  6. 6. Examples <ul><li>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. </li></ul><ul><li>Interviewer “bots”: Automated, computer-controlled avatars that can walk up to and interact with respondents, including ability to conduct a survey. </li></ul>
  7. 7. <ul><li>Live from Second Life… </li></ul>
  8. 8. What is Your Favorite Beverage ? Interactive
  9. 9. What is Your Favorite Activity ? Interactive
  10. 10. Second Life, the Perfect Moment <ul><li>Consumers are twice as receptive to communications while they are waiting </li></ul><ul><li>See ‘Wait Marketing’ approach </li></ul><ul><li>Right context </li></ul><ul><li>Congruent media </li></ul><ul><li>Affinity with brand </li></ul><ul><li>Targeting is not enough! </li></ul>
  11. 11. SLIC, a Virtual Sofa <ul><li>Immersive and engaging interview </li></ul><ul><li>Open and one-to-one chat </li></ul><ul><li>Available 365x7x24 for residents </li></ul><ul><li>171 respondents </li></ul><ul><li>2,000 answers </li></ul><ul><li>10 Personas </li></ul>
  12. 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. 13. Persona #1
  14. 14. Persona #2
  15. 15. Persona #3
  16. 16. Persona #4
  17. 17. Persona #5
  18. 18. Persona #6
  19. 19. Persona #7
  20. 20. Persona #8
  21. 21. Persona #9
  22. 22. Persona #10
  23. 23. Top 10 Online Personas Technology Curious Clothes Design Home Decoration Patient Social Networks Creation New Products
  24. 24. Marketing in or via Second Life? Target? Congruent? Feasibility? Yes No Yes Yes Stop No No
  25. 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. 26. Prof. Diana Derval, MBA Tel +31 61 824 0803 [email_address] Thanks for your attention! Mario Menti Tel: +44 20 8767 9352