Social research in the metaverse

Innovation, implication and ethical challenge

Abstract

This article contributes to the academic debate on the Metaverse as both an object and a tool of social research, analyzing its potential, critical aspects, and the broader transformations it introduces into the discipline. In particular, the paper examines the new sociological questions emerging from the spread of the Metaverse, considering its implications for social structures, identity construction, and collective behavior. The paper then explores its applications in social research. This includes an analysis of how the Metaverse can enhance research methodologies by enabling the simulation of social phenomena, real-time manipulation of variables, and novel forms of data collection. The article also highlights significant challenges, particularly concerning accessibility, external validity, and the ethical dilemmas of conducting research in a digital space where identity, privacy, and informed consent take on new and complex dimensions. Given the Metaverse’s evolving nature, it is crucial to examine how social research can navigate the balance amongst technological innovation, inclusivity, and ethical responsibility, ensuring that these emerging dig-ital environments function as equitable, transparent, and scientifically rigorous spaces for social research.