The Wrocław University of Economics commissioned 4CF to conduct qualitative research using the Delphi method, focusing on future scenarios related to the metaverse in the context of retail and marketing communication. This study involved 15 experts in foresight, addressing both sociological and technological aspects.

The 4CF team designed the Delphi study, which included collaboration with researchers from the Wrocław University of Economics to gather and formulate Delphi hypotheses. This was followed by the recruitment of an international group of experts in the fields of the metaverse, retail, and marketing communication. The Delphi study was then executed using the 4CF HalnyX platform, a real-time Delphi research tool.

The study collected data assessing various hypotheses from the international panel of experts, focusing on the likelihood of their occurrence and their potential impact on retail and marketing communication, accompanied by qualitative comments. The consensus of expert opinions was estimated using interquartile range and coefficient of variation, followed by the preparation of correlation matrices. Based on this analysis, clustering of hypotheses was conducted using the Czekanowski graphical method, which facilitated the creation of three preliminary scenarios regarding the metaverse’s influence on retail and marketing communication. The results of the study were utilized in a scientific publication.