Metaversatility, GSD&M partner for virtual research

“As exciting as virtual worlds are, we know that deep knowledge and insight are needed to ensure that they are effective channels for our clients and their business objectives,” said Rene Huey-Lipton, Director of Marketplace Planning at GSD&M Idea City.

Their clients receive consumer, product and experiential data on how brands faring in the virtual world. The platform is called IdeaBot. It screens and surveys research panelists in the various virtual worlds but instead of relating to real-world experiences, the research is geared for in-world responses.

“Just as with typical ethnographic research where you want to experience the consumer in a specific environment, the importance of the avatar being able to answer questions and provide insight in the context of the virtual environment is so important to our ability to apply the findings effectively,” said Maury Giles, Director of Accountability and Analytics at GSD&M Idea City.

Tags: virtual world advertising, virtual world research, virtual worlds