Canopus Research and Strategy Analytics stirred up some buzz this week with new research services focused on virtual worlds. It brings up some interesting implications for analyst relations.
Before we go any further: I have no Second Life presence. I don’t even qualify as a n00b. I’m just calling it like I see it, from out here.
First, the latest buzz:
Canopus Research is building a field office in Second Life. This came to my attention via Canopus Research’s page on Facebook, where Will Zachmann posted a photo album of his SL field office and Mr. Arifi Saeed, “Research Director, SL”.
Meanwhile, Strategy Analytics is venturing into virtual worlds in pursuit of metrics. They’re out to benchmark the virtual world critical success factors, like perceived engagement and expected time spent. This caught my attention via a press release featuring a color photo of Wett Mopp, “Virtual World Analyst”.
What are some of the implications for analyst relations?
1. You don’t need to join virtual worlds to find analysts with presence, but vetting them may be a challenge. You can figure out who’s where by tapping your social networks, formal business comms, feeds, offline networks. Figuring out who has street credibility in a virtual world, let alone across multiple platforms, is a different kettle of fish.
2. Avatars are already part of the analyst landscape. This raises questions around transparency — for clients, research subjects, and analysts alike. Historically, hidden identities and multiple identities have been hallmarks of virtual environments.
3. Nobody knows (yet) how virtual worlds will change analyst services. Research needs are emerging. Analysts are experimenting with coverage areas and office locations. Some are temporary: Brandon Hall added an SL office for its 2007 conference registration. Others are intended to last.
4. It’s feeling like last call for early adopters. Anyone lusting for First and Only claims on virtual world stuff had best saddle up!
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