Surveys Go 3D: Using Virtual Worlds to Innovate in Marketing Research

Consumer engagement with social media technologies accelerates the need for innovative Marketing Research (MR), whilst new media technologies revolutionise MR capabilities in terms of the scope, efficiency, reach and continuity/persistence An emerging and promising area, and the focus of this paper, is the potential impact of 3D Platforms on Marketing Research, in particular, on the core methodology of surveys. 3D Platforms are currently successfully used for a wide range of MR methods (e.g., Catterall and Maclaran 2002). However, whilst surveys remain a popular and important tool in MR as shown by the innovation in 2D online surveys (see Wright 2005); less emphasis has been placed on developing survey methodologies in a 3D context. This is surprising, given that within 3D platforms we are not tied to traditional, often tedious, methods of survey completion. We argue that the development of surveys exploiting the 3D context may address many current criticisms of surveys. Employing novel and engaging methods will stimulate users’ interest and engagement, whilst retaining the advantages of a well-established and useful tool. We ask, how can 3D Platforms help us to innovate in our survey research and what are the rewards and challenges for Marketing Researchers? In addressing this question, we present a prototype 3D survey, describe technical/user challenges and solutions, propose potential pay-offs for research and identify future avenues of development.