Abstract:

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 providing essential insights in order to enter and track this new world.