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E - Commerce and `Virtual Idol ' Concept Test |
Background
Our client wished to investigate the possibilities afforded by using traditional drama formats in a new media context.
Objectives
The main areas to be examined by this study included exploring ways of creating and capturing consumer attention on the Internet in order to encourage e-commerce transactions / on-line shopping; further, the research also tested reactions to a virtual idol/assistant concept and ways of using the idol concept on the WWW; finally the role of entertainment and `fun' in this context was explored.
Approach
A series of mini groups with five respondents and a computer in each, were held in London amongst the 18-30 year age bracket, generally considered to be early adopters of new concepts, particularly in relation to technology. All respondents were Internet users, regularly played computer games, watched TV soaps/serials and were non-rejecters of remote shopping.
Outcome
The Internet had become increasingly important in the lives of the respondents, seen as a source of both information and entertainment. A series of preliminary recommendations were made in relation to the design, context, use and functionality of the assistant. Further investigation into the purpose, positioning and role of the e-commerce concept was recommended.
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Case Studies