Harald Markut (OOP) und Otto Hellwig (Respondi AG) haben zum Thema "Web 2.0 Market Research" gemeinsam eine Studie zu und in Second Life durchgeführt. Am 30. Oktober 2007 wird dieser auf der ESOMAR Panel Research 2007 conference in Orlando, Florida vorgetragen.

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Abstract:
This study will investigate new interactive forms of the Internet in terms of their advantages and disadvantages for market research. Based on the hypothesis that within a group of active Web 2.0 protagonists and residents of virtual worlds the willingness to communicate is very high and market research is seen as a part of the social community, our study can confirm this assumption on both subjective and objective levels. Furthermore, we also tested best practice models for approaches to market research in Second Life.