Second Life: a tool to collaborate with the consumer François Abiven & Emilie Labidoire REPERES

“YOUR WORLD, YOUR IMAGINATION” An extension of our reality that offers a new platform of expression for consumers

 Panel of 10,000 avatars as of Feb2008  Headquarters in- world, partly built by the residents  Studies’ main findings shared with the respondents Pioneer as a market research agency to explore this new territory (codes, behaviors, …)

QUANTITATIVE STUDIES Opinion studies, U&A and concept tests Flash survey entirely conducted in-world Adapting to SL codes and using the 3D opportunity

QUALITATIVE STUDIES Freeing the respondent from social constraints and taking advantage of the interactivity Exploratory study conducted via face to face in-world interviews Virtual focus groups

. Creativity. Pleasure and sharing. 3D modeling => A real opportunity for brands to mobilize the new consumer CO-CREATION VIA A PROSPECTIVE & INTERACTIVE PROTOCOL Virtual worlds are the ideal place for co-design:

2. Examples of models designed b y the residents 1. SCION (Toyota) in Second Life Real Life brand versus resident’s creativity :

 Recruit creative residents who like to express themselves and who are open to novelty and to others

In the “Workshops" section, you can access the different themes launched by the Repères team  A two-week collaborative blog during which the consumer’s imagination is boosted and directed via a CREATIVE BRIEF: Each day, INPUT and STIMULI are introduced in the form of stories, anecdotes, alternative ideas, etc.

 Modeling the best routes on SL in the form of mini-worlds

 Evaluation of concepts via “immersed” focus groups on Second Life

A prospective and interactive protocol 8 product innovations on a low involvement market! EVALUATION PHASE CREATIVE PHASE

The emergence of social interaction platforms and the popularity of this type of communication among consumers drive:  An approach of listening and dialogue  A more sincere, more spontaneous expression  A new mode of “symmetric” dialogue: a dialogue between equals  A partnership with the consumer: thinking together, co-designing…

Hope to meet you soon on Second Life !