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.