Abstract:

One of the most fascinating cultural phenomena in the past decade, MySpace, is using research as a cornerstone of their plan to reinvigorate and reenergize their brand and audience. This paper discusses how integrated deprivation methodology was integrated within a larger multi-method online research framework, in order to garner deeply held consumer insights regarding their values and motivations for using MySpace. In addition, how research and findings like these can influence brand development and (re)design will be addressed.