Researching Avatars

Aleks KrotoskiUniversity of Surrey, Guildford

QuickTime™ and a decompressor

are needed to see this picture.

vBusiness Expo, Second Life 26 April 2008

Why?

• Marketing– Who are your current customers and

what makes them happy?– Who are your potential customers and

what will convert them?

• Research– What can we learn about the offline

from the online?

Research Methods

• Qualitative– Interviews– Focus groups– surveys

• Quantitative– Network analysis– Data tracking

Qualitative Analysis

• Design• Doing the deed

– Takes longer than you think

• Getting the results– Text-based– Voice-based

Quantitative Analysis

• Design• Doing the deed

– Data capture

• Getting the results– Largesse multiplied by largesse

Online vs Offline

• How’s it the same?• How’s it different?

Recruitment

• Social Networking across the metaverse

• Rewarding good deeds

Participation

• Welcome to the gift economy• Invest in the community

• Trust is the most important currency online

• Remember the human behind the avatar

A.Krotoski@surrey.ac.ukhttp://www.toastkid.com