MTV seeding lab - A cutting edge on-line qualitative approach

We can’t deny the power of social networking anymore! Seeding Lab is a truly cutting edge approach, which combines the spontaneity of a web environment and traditional qualitative ethnographic techniques. It creates an open and flexible space where members interact with the admin and each other at their convenience, acting as real co-researchers. So, the typical qualitative questioning techniques are empowered by all the features an online interface can offer. The aim of the paper is to illustrate – through a case study done with MTV Italy to test and optimize “MTV News” among viewers aged 18-28 – how this approach successfully helps in:

• Listening, sharing and interacting with customers over a longer- than- usual period of time (2 weeks)
• Giving actionable and rich insights and answers to definite marketing questions (from scenario values, target’s media consumption and preferences to specific stimuli evaluation and creative development)
• Creating involvement and engagement with the consumers enhancing a co-creation process and a positive rebound on Client’s brand image