Excellence - celebrating 60 years
Second life
A tool to collaborate with the consumer
François Abiven & Emilie Labidoire
Abstract
Second Life is a 3D virtual world entirely built and owned by its residents. Our paper will explain how Second Life can be used as a very efficient platform to conduct market research via 3D. Clearly, it is a medium that allows for such unprecedented degrees of engagement from the consumer and that can help brands both to design new offers and to build a closer relationship to their consumers thanks to:
- Interactivity: immersed in a simulation, the consumer has the possibility to effectively experience the brand, the product…
- Participation: by giving very simple and highly social tools to produce and share content, Second Life opens new areas to co-creation between brands and their consumers.
Excellence is a long-term survival and survival is tapping into totally new resources such as the imaginary of Second Life inhabitants.
François Abiven
Reperes, France
François Abiven has been the CEO of Repères since 1998. He has been working in the market research industry for 17 years and has had the opportunity to cooperate with some of the most notorious fmcg brands. His main remit is of strategic nature and he regularly assists his clients in enhancing their comprehension of consumers and in improving their products. He is the co-author of the paper “Measuring consumer emotion and the brand experience” presented at the Esomar Congress 2006.
Emilie Labidoire
Reperes, France
Emilie Labidoire is Project Manager for Repères Second Life. She has spent the past 5 years working in quantitative research with knowledge gained working both client-side and agency side. Her areas of specialism include concept and product tests as well as usage and attitudes studies, and she has also gained extensive experience in the areas of tourism and cosmetic.