Not the way you probably think. It’s our belief here that the whole second world idea for market research has fizzled out.

But “Avatar – The 3D Movie Experience” does represent the future. Earlier this month, at the yearly CES Vegas Conference, the big talk was about 3D-HDTV. In fact, models are becoming available as this article is being written, and before the year is out, there could be 5 million Americans watching new 3D channels from ESPN and Discovery.

As the 3D experience becomes widespread - just as HDTV has become the norm for purchasing a TV - we will begin to see the 3D experience become part of a successful presentation experience. And who should be embracing this concept first? It’s arguable that the baton should be grabbed by the marketing research function as a way of bringing the 3D Face & Voice of the customer right into the boardroom.

This may all sound a bit futuristic; it’s hard not to recall the 3D image(s) of Princess Leia imploring “Help me, Obi-Wan Kenobi; you're my only hope”. Although not quite so critical, we will be able to have consumers explain their most fervent wishes via 3D.

This is not good news for traditional brick & mortar groups. Why would you want to watch consumers through a one way mirror when you can catch a more engaging 3D experience right in your boardroom?

So the next time you don your special 3D glasses at the multiplex, imagine a similar experience for the audience at your next presentation.

Our future is now three dimensional! Turns out, it’s not such a flat world after all.