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

The presentation describes a new methodology – Seeding Lab – and its application to a qualitative survey for MTV Italy.

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

Cinzia Paterlini, Simona Sbarbaro


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,...

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