1. A method comprising: collecting virtual universe data associated with interactions between avatars, entities, and objects in a virtual universe, the collecting including, collecting at least some of the virtual universe data as the interactions occur; determining a criteria with which to perform a market segmentation analysis on the virtual universe data, wherein segmentation divides the virtual universe data into a plurality of groups; performing the market segmentation analysis on the virtual universe data; and generating a report indicating results of the market segmentation analysis.