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.
Research Papers
Macrotrend
Catalogue: Latin America 2023
Authors: Laura Ruvalcaba, Javier Rosas-Delint, Luis Cervantes, Martha Rivera-Pesquera
Companies: BRAIN Research, General Atlantic
April 25, 2023
Research Papers
The Metaverse as a Research Laboratory
Catalogue: Congress 2023
Authors: Alejandro Prieto, Larissa Aieta, Rodrigo Alagon
 
September 27, 2023
Research Papers
Virtual Frontiers
Catalogue: Congress 2023
Authors: Rupert Sinclair, Faye Soares, Katrin Scheibert
 
September 27, 2023
