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Metaversatility and GSD&M Idea City Partner for Virtual Research
AUSTIN, Texas-(Business Wire)-March 28, 2008 - GSD&M Idea City and developer Metaversatility have partnered to create a uniquely powerful research program across virtual worlds, providing clients with best-in-class consumer, product and experiential insight and knowledge. Combining their singular expertise, Idea City and Metaversatility collaborated to fill a gaping hole in the growing marketing channels that are 2-and 3-D virtual worlds.
Recognizing that companies were loath to invest too much energy in the unknown, Idea City and Metaversatility worked together in early 2008 to apply innovative research technology in order to allow quantitative market research to be done easily, effectively and efficiently. The IdeaBot system automatically screens and surveys market research panelists in various virtual worlds, including Second Life, allowing for a large and diverse selection of responses. Most importantly though, the IdeaBots allow for the research to happen in-world, instead of, like with other virtual worlds research offerings, being kicked out to the internet to complete an on-line survey. "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.
In addition to expanding their quantitative offerings, the companies developed best practices for conducting qualitative focus groups within a virtual space, allowing international response without expensive travel costs. The combination of this market research tool-set and marketing experience in virtual worlds creates a unique service offering. In addition, the companies will continue to develop unique and effective campaigns within virtual spaces including There.com (www.there.com), Second Life (www.secondlife.com), and Metaplace (www.metaplace.com) as well as conducting and publishing market research within this new, growing industry.
"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. We are excited to provide our clients with a unique service offering, combining world class research, marketing and in-world build capabilities," said Rene Huey-Lipton, Director of Marketplace Planning at GSD&M Idea City.
About Metaversatility
Metaversatility is a virtual worlds development company that fosters community, entertainment, education and commerce in on-line spaces. Focusing on choosing the right solution for each client, they work with a variety of virtual worlds to meet goals. From transnational corporations and broadcast media to nonprofit agencies and educational institutions, they have put their communication and technology skills to work on behalf of a diverse range of visionary organizations. For more information visit www.metaversatility.com.
About GSD&M Idea City
Through 36 years of helping grow some of the world's most successful brands, GSD&M Idea City has become a leading national marketing communications and advertising company using the power of Purpose-based Branding and Dynamic Collaboration to create a destination for visionary ideas that make a difference for our people, our clients, our country and the world. For more information go to www.IdeaCity.com. GSD&M Idea City is part of Omnicom Group, Inc. (NYSE:OMC).
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