The metaverse as a research laboratory: Leveraging virtual worlds to harness the power of human insights

Alejandro Prieto, Larissa Aieta and Rodrigo Alagón

Coca-Cola in Mexico and Brazil tested the metaverse through a series of research experiments to challenge its capabilities and evaluate its ability to become an arena for understanding new human behaviour.

A pixel in a haystack

The metaverse-what a broad and fascinating concept. It is represented as a paradoxical blend of expectations as well as uncertainty, optimism and skepticism, technology and, also, human motivations. Nevertheless, in organisations like The Coca-Cola Company (already embedded in the culture), these innovative environments represent an open source to learn from humans in a new form of culture in permanent creation. Hence, given that we take our human-centricity seriously, we firmly stepped into this “unknown ring of insights”, repeating our mantra: how can we enhance our people’s understanding to serve them better today and in the...

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