More and more, clients are embracing the benefit of conducting exploratory research in non-traditional focus group settings, and we’ve been huge fans of these spaces for years. While traditional facilities certainly have their place and remain useful, true-to-life settings that fit the topic and target audience invite a more comfortable atmosphere where participants feel at home and at ease. Selecting venues with just the right tones, textures, colors, technology, and materials establish environments where participants want to spend even more time in the discussion. You can see the difference when participants walk into a special kind of space that’s been carefully chosen with them in mind. They appear more relaxed, tend to be more creative in not only what, but also how they share, and they demonstrate even greater energy for extended periods of time.
For example, it may be a beautiful SOHO loft in lower Manhattan with views of shops and eateries – a great spot where Millenials enjoy hanging out. Or a fun, vibrant teaching kitchen that inspires open, creative conversation for parents’ focus group in suburban Dallas. We find participants really lean into these spaces, giving us an even more authentic and deeper understanding of who they are, what matters to them, and why.
With the growing emphasis on premium video deliverables, we bring high-end professional AV equipment to these sites so clients receive high-resolution imagery of the story in a more visually appealing end product. A richer and warmer background setting naturally generates better quality photos and videos. Whether it’s the exposed brick, or warmer wall tones and lighting, faces aren’t washed out with florescent lights and bland conference room space typically found in focus group facilities. Participants are really at home in these venues and it shows in the video sizzles.
Eric Wright, Creative Services Manager at New Era Cap Company believes TideWatch Insights & Analytics’ use of non-traditional focus group settings was key in reaching his consumers.
“We started a large segmentation study with a qualitative approach in the form of non-traditional focus group settings, which really brought a unique perspective and got consumers in a really comfortable space to talk about the brand,” said Wright.
The nearby slideshow features some of our favorite non-traditional focus group spaces around the country, which range from large markets such as New York and Los Angeles to small markets including Portland, Houston and Atlanta.
For more information or help with non-traditional spaces contact TideWatch Insights & Analytics Co-founder and Managing Director Ken Campel at 603.766.4811 or kcampel@tidewatch.com.