Virtual world identities provide real-world insights

28 Feb 2008 - With industry analysts predicting that 80% of internet users will have an 'avatar' (a virtual persona) by 2011, organisations are missing out on customer insights if these virtual identities aren't incorporated into market research activities, according to SPSS, which suggests that surveying consumers' avatars in virtual worlds can provide companies with information about current opinions regarding their services and products. Experience has shown that consumers are keen to participate in research gathered via online communities, more so than when shopping on the High Street. They are essentially in their own trusted environment, and may be bolder and more honest in their feedback than usual. While many companies devote large budgets to market research, many leave online communities and virtual worlds out of the process. SPSS warns that the opinions and trends found through this channel are not only relevant for brands seeking to raise awareness and sell services in the online space, but are also applicable to those operating purely in the real world.