Virtual frontiers: Assessing the potential of the metaverse for qualitative research

Dow Jones undertook a research pilot in the UK to determine whether or not the metaverse can serve as an effective tool for market research in the context of user experience testing and co-creation for media products.


“The metaverse is here, and it's not only transforming how we see the world but how we participate in it - from the factory floor to the meeting room.” – Satya Nadella, Chief Executive Officer of Microsoft

This paper outlines learnings from our groundbreaking exploration and assessment of the metaverse as an opportunity for qualitative research.

In this paper we will share conclusions around the practical role of the metaverse at the present time and over the coming years. We will also share projections around how researcher skill sets will need to evolve in order to thrive in this...

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