GfK Conducts Research in Virtual Bucharest

GfK Romania has conducted a research project on tourism web site Virtual Bucharest, using the Second Life social networking platform.

The firm set up first focus group to explore the opinions, attitudes, motivations, expectations and lifestyle of Second Life users on the platform.

Virtual Bucharest is a three-dimensional replica of the city in the virtual world, which has already generated interest from international firms, keen to develop marketing programmes on the site - including conferences, live concerts, product launches and live competitions.

The first Second Life focus group is part of a qualitative research project to investigate the lifestyle of young people aged between 15 and 22. For the project, GfK Romania used a mix of qualitative methodologies including standard focus groups, discussions on online forums, and the virtual focus group among Second Life users, where the moderator and the respondents met in Virtual Bucharest's conference space.

Participants were selected through a process which assessed details about their historical interaction in a group setting, and opinion leaders were chosen on this basis.

'It is obvious that the younger generation and the opinion leaders adopt new technology very easily,' stated Oana Mirila, Director of Qualitative Research. 'Therefore, any company that wants to know what trend setters think, must find them where they spend time - in these social environments.'

GfK Romania, which was founded in 1992, is online at www.gfk-ro.com .