Abstract:

The objective of this paper is to describe the four stages to create a successful digital laboratory, which allows, for example, testing territories of communication in social networks. This would mean that it is possible to pre-test the content of a brand anonymously, shielding it from negative comments and fostering a positive dialogue between brands and users. It should be noted that this document was written by the director of this methodology, who has theorised and implemented content-based research methodologies over the last three years. The paper dictates the best practices of content-based research. It is also the author’s reflection of the theory and practice obtained by the constant implementation and monitoring of digital laboratories.