Using virtual worlds to conduct health-related research: Lessons from two pilot studies in Second Life

Virtual worlds are an example of Web 2.0 applications which are increasingly being utilized for their interactive and immersive environments to share health information with the public and to study health-relevant behaviors. Second Life is one of the best known web-based virtual world platforms and offers researchers a range of new opportunities to conduct health research and to observe digitally-mediated behaviors. To explore the utility of conducting health-related research in a virtual world, we hosted two pilot projects in Second Life, one a quantitative health communication intervention and the other, a qualitative focus groups, examining concerns over the safety and benefits of immunization. Both pilot studies replicated research projects our team had led using conventional focus groups and pre- and post-exposure questionnaires for an information session on the safety of vaccines. Both studies were also ultimately unsuccessful. This article provides a post-hoc analysis of our experiences. We identified that the primary advantages of virtual world research are (1) reducing physical/geographic barriers to participation; (2) providing low cost tools to design unique mixed-media communication channels and interfaces; (3) anonymity and avatar representation can encourage discussion on sensitive topics; and (4) facilitating the observation of a range of digitally-mediated behaviors. However, the primary disadvantage of participant difficulty learning how to use Second Life negated the potential benefits. We conclude that virtual worlds offer promise for health research, however, in order for them to realize their potential they will have to be made more accessible to new users.