This study conducted research in the virtual world Second Life to measure motivation activation using the Motivation Activation Measure (MAM). Over 600 participants completed the MAM survey in Second Life, providing over 130,000 data points. Preliminary results found differences in MAM scores between Second Life and previous non-virtual samples, with Second Life participants showing lower defense system activation and higher approach system activation on average. Gender differences and relationships between MAM scores and age were also observed. Conducting research in virtual worlds requires new skills for working with large data sets and literacy of the virtual environment.