MTV Seeding Lab: A Cutting Edge On-line Qualitative Approach

Cinzia Paterlini, Simona Sbarbaro

WEB POWER: WE CAN DENY IT OR WE CAN CATCH THE BUS!

The Chinese word crisis is formed by two ideograms: wej which means "danger" and ji which means "opportunity". The repercussions the web has had and continues to have in redefining the economic, business, social and political scenario can only urge us to reappraise the coordinates that had so far guided us.

Market research and established traditional methodologies, known for their efficacy, besides the familiarity with which the players involved approach them, are equally in need of overall reappraisal in the light of the technological evolution witnessed but, first and foremost, of the repercussions such evolution has had over the public.

We could have looked at the present economic and cultural crisis either as a danger or as an opportunity: we have gone for the latter. Seeding Lab has originated from this very assumption, namely the awareness that the web stands out as a tank of multimedia and personal narrations.