Preface
The marketplace for brands and services is shifting to the metaverse! Clients are falling over themselves, and others, to grab a slice of it in parallel—or as an adjunct—to traditional marketing. The metaverse is just like a new market; consumers will interact with brands and services in a new way with material changes to consideration sets and other related consumer behavioural characteristics. As such marketing research is needed to elicit preferences and trade-offs that consumers will make, as they make sense optimising purchase utility. Presently, products and services are all travelling blind, and research is the potential partner to...
