Market research within 3D virtual worlds: an examination of pertinent issues

Tracy G. Harwood and Janet Ward

This paper presents a review of extant literature about virtual worlds market research. We discuss the need for greater recognition of differences to traditional online and e-commerce web services, including social media.

Market research within 3D virtual worlds: an examination of pertinent issues

Tracy G. Harwood

De Montfort University

Janet Ward

University of Leicester

Introduction

Virtual worlds have become popular cyberspaces where multiple participants can simultaneously experience a rich 3D environment for play and more serious commercial endeavours (Ciaramitaro 2010). They represent an important new market research area, as:

  • they represent a substantial international market
  • they have created a new place to enact the social (after Law & Urry 2004)
  • due to convergence, virtual worlds are moving into new areas such as mobile
  • aspects of virtual world technology are increasingly being used...

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