Main research findings BRAND EXPERIENCE – qualitative phase

[July 2007, 8 immersive groups in Second Life®, 2 Real Life focus groups with Second Life® residents, 50% of French/50% of American interviewed]

Further to the Repères/CB News study, we wanted to analyze brand equity in Second Life®. We focused on car dealerships sector as at the time of the fieldwork they offered many different touch points.

Selected residents were asked to visit 3 Sims among the following ones: BMW, ING Renault F1, Mazda Motor Euro, Mercedes Benz, Nissan Altima, Nissan Sentra, Pontiac, Renault Twingo, ING Renault F1 & Toyota Scion City.

Then, we took them to 3 sims during the immersive focus groups to get their feedback on sites and to further investigate their reactions, feelings towards the brand’s presence (for Real Life groups, we provided boards as stimuli).