MindSpace Web 2.0 Research

The world of Web 2.0 has given us the tools to exploit unprecedented opportunities to understand people, and their online life.

Consider these changes:


  • The new media is increasingly being pulled by consumers, rather than being pushed at them.
    The success of sites popular sites like YouTube or flickr or Facebook is based on people who decide what videos or pictures they wish to look at, rather than on broadcasters who dictate their viewing
  • At blogs, consumers read posts; at YouTube they watch micro-chunked videos; they can watch as little or as much as they want rather than have the media experience pre-defined
  • We explore the social interactions that develop around the content so as to figure out the implications of this bite-sized user-generated content for business and for brands

So, we are witnessing the emergence of a population that is ever more willing to record and share their experiences. This is an open and liberal use of media unlike anything we have seen before.

It is a truly new phenomenon and Web 2.0  is here, giving us the chance to understand this, and its impact on your product and brand. We develop Web 2.0 applications tailor made to your needs, that will  help understand buyer personas, and will provide insights as to how to reach and connect with them.


We generate information for successful decision making, via making sense of chaotic human systems: individuals, groups, communities.

At MindSearch:

  • We EXPLORE how people think, feel, act and connect.
  • We UNDERSTAND what lies beyond what people are able to articulate and consciously express.
  • We ANTICIPATE consumer shifts in attitudes, belief systems and motives. We anticipate and project how people can be impacted by brands that have a resonant story to tell.
Our research methodologies include:
  • Focus groups
  • In depth interviews, one on ones, dyads, triads
  • Experience simulations
  • Environmental immersions
  • Creative consumer groups
  • Ethnographic observations
  • Trend watching and trend analysis
L' oreal