Seeking assistance in incorporating the growing presence of the virtual into one’s life
“Getting real with the virtual” is the second of two emerging need states at the core of our second meta need “Pushing the Envelope” in ConsumerShift.
Those pushing the envelope will often see the virtual world as a rich playground to expand their capabilities. They will embrace the novelty and look for ways to add it to their repertoire of tools for improving personal performance. They may try on different personalities in the virtual world as a means to better empathize with others in the real world. The virtual world will be viewed as a new frontier full of enticing possibilities.
These consumers will seek assistance in how to integrate these possibilities into their lives, and be the first to try the latest innovations in the virtual space. They will not be overly concerned with the practical applications, at least in the beginning, but will enjoy the experience of something new. At some point, however, the enthusiasm will wear off if there is no longer a sense of how it can add to one’s capabilities. Their thirst for novelty will push those providing offerings in this area. Andy Hines