1. A computer system for market segmentation analysis, the computer system comprising one or more non-transitory computer-readable tangible storage devices, one or more processors, one or more computer readable memories, and program instructions stored on at least one of the one or more non-transitory computer-readable tangible storage devices for execution by at least one of the one or more processors via at least one of the one or more computer-readable memories, the program instructions comprising: program instructions to collect virtual universe data about avatars, entities, and objects in a virtual universe; program instructions to perform a market segmentation analysis on the virtual universe data, the market segmentation analysis comprising a first segmentation across multiple segments of the avatars that is based on an amount of time and an amount of money spent in the virtual universe, the market segmentation analysis further comprising a second segmentation across multiple segments of the avatars that is based on whether activity of the avatars includes social activity and business activity in the virtual universe relative to a time of day; program instructions to receive, from users, consent allowing collection of the virtual universe data; and program instructions to present a reward to the users for giving the consent, wherein the reward represents a value in the virtual universe.