Boston, MA - February 12, 2008 - Market research firm, Strategy Analytics, has launched a new research initiative to explore the business benefits, consumer drivers, and critical success factors required to capitalize on the emergence of virtual worlds, the new media frontier.

While virtual worlds, such as Second Life have attracted millions of early adopters, virtualphiles and evolving gamers for several years, only recently has the marketplace appeared to have turned the corner toward serious commercialization. Through programs of qualitative and quantitative research, Strategy Analytics is examining the challenges facing corporate attempts to attract and motivate consumers, develop internal applications and address the needs of potential business-to-business customers in virtual worlds.

"Virtual worlds represent an evolutionary step in the convergence of digital content, the internet, and consumer behavior through digital devices. Strategy Analytics is exploring the factors necessary to succeed in this environment," said Harvey Cohen, President of Strategy Analytics. "Companies like IBM, Cisco, Dell, Vodafone, GE, and Intel are pioneers in this commercialization. Strategy Analytics analysts are focusing on the metrics for success and the drivers for consumer adoption."

"By combining the Strategy Analytics Consumer Lab process to assess user experiences with the knowledge base from our Digital Consumer Practice, we have begun the process of benchmarking critical success factors for this rapidly emerging medium," said Kevin Nolan, Director for the Strategy Analytics Consumer Labs.

Strategy Analytics' Virtual World Analyst, Wett Mopp