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MTV seeding lab

Date of publication: November 16, 2010

Catalogue: Innovate 2010: Innovation Detonation

Companies: Teleperformance Knowledge Services, Viacom International Media Networks

Authors: Cinzia Paterlini, Simona Sbarbaro

Abstract:

The presentation describes a new methodology -Seeding Lab- and its application to a qualitative survey for MTV Italy. Seeding Lab combines the spontaneous approach of a web environment and traditional qualitative ethnographic techniques. Members interact with the admin and each other at their convenience, acting as co-researchers. Therefore, as the case study will show, it has been totally successful in stimulating the creation process, evaluating and optimizing Mtv News and widely exploring lifestyle and communication patterns.

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