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Virtual-world identities provide real-world insights

companies risk lacking valuable customer insight by failing to collect feedback within online communities, warns SPSS

February 19, 2008

With industry analysts claiming 80 per cent of Internet users will have an avatar by 2011, organisations are missing out on essential customer insights if they aren’t incorporated into their market research activities, according
to SPSS.

The worldwide provider of predictive analytics software believes surveying consumers’ avatars in virtual worlds can provide companies with information on current opinion regarding their services and products. Not only this, but also insights on future industry trends – all on a global scale. Feedback gained in this way can influence a company’s marketing strategies and future product development, and result in improvements in product offerings and customer satisfaction.

By surveying consumers in virtual worlds, UK businesses are able to efficiently conduct real-time research on an international scale and among thousands of consumers.

“Experience has shown consumers are keen to participate in research gathered via online communities – more so than when shopping on the high street for example,” said Colin Shearer, senior vice president of market strategy at SPSS. “They are essentially in their own environment – one they can trust. It has even been found that these consumers are bolder and more honest in their feedback.”

“Organisations put large budgets towards market research, but often leave online communities and virtual worlds out of the process. They could be gleaning more insight by surveying avatars,” Shearer said. “The opinions and trends found via this medium are not only relevant for brands looking to raise awareness and sell services in the online space, but are also highly applicable to those simply operating in real life.”

Executive quote

“Experience has shown consumers are keen to participate in research gathered via online communities – more so than when shopping on the high street for example,” said Colin Shearer, senior vice president of market strategy at SPSS. “They are essentially in their own environment – one they can trust. It has even been found that these consumers are bolder and more honest in their feedback.”

“Organisations put large budgets towards market research, but often leave online communities and virtual worlds out of the process. They could be gleaning more insight by surveying avatars,” Shearer said. “The opinions and trends found via this medium are not only relevant for brands looking to raise awareness and sell services in the online space, but are also highly applicable to those simply operating in real life.”

About the company

SPSS Inc. (Nasdaq: SPSS) is a leading global provider of predictive analytics software and solutions. The company’s predictive analytics technology improves business processes by giving organisations forward visibility for decisions made every day. By incorporating predictive analytics into their daily operations, organisations become Predictive Enterprises—able to direct and automate decisions to meet business goals and achieve a measurable competitive advantage. More than 250,000 public sector, academic, and commercial customers rely on SPSS technology to help increase revenue, reduce costs, and detect and prevent fraud. Founded in 1968, SPSS is headquartered in Chicago, Illinois. For more information, please visit www.spss.com.

SPSS UK’s customers include BT, Virgin Mobile, Debenhams, EDF Energy, Powergen, Saga Holiday and Alliance & Leicester.

Contact details

For press enquiries please contact:
Anna Moseley at LEWIS
Tel: +44 (0) 20 7802 2626 Fax: +44 (0) 20 7802 2627
Email: annam@lewispr.com
Website: www.lewispr.com

For enquiries about SPSS please contact:
Emma Bennett
Tel: +44 (0) 1483 719 200 Fax: +44 (0) 1483 719 290
Email: ebennett@spss.com
Website: www.spss.com

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Virtual-world identities provide real-world insights

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