If I was running Second Life, the market research I would be conducting would be to find out why 85% of registered people do not return. See this great article by Wagner James Au, "Second Life: Hype vs. Anti-Hype vs. Anti-Anti-Hype". I have only been in Second Life for a short period. As a non-gamer I found it difficult to figure out how to develop and control my avatar. I wonder if the reasons why people do not return to Second Life are because of difficulties with setting up a character and controlling it? What do you think what are the reasons for the 85% of people not returning?