View from the chair

Where will your focus groups be sitting in a year’s time? Liz Sykes, chair of the Viewing Facilities Association, looks at your demands and how the industry is responding.

Predicting trends in the viewing facility sector is very difficult. Fear of terrorist attacks and factors such as the congestion charge, already introduced in London and promised elsewhere, could see a significant rise in the use of video-conferencing. Viewing via the web, on the other hand, could become the method of choice for overseas clients. Pitching technology at the right level is a challenge, too: some clients require facilities at the cutting edge, others look for something more traditional. Even the most technologically advanced studios find there equipment is only used 50-60% of the time. And while all viewing facilities will probably have to offer VHS and digital recording in the future, the most widely requested equipment remains pens and pencils, writing pads, blu-tack and post-it-notes.

The changing needs of clients

Research sessions seem to be getting bigger and longer, putting an onus on facilities to provide more space. Three-hour workshops with up to 20 respondents appear to be in vogue. Moreover, the mirror is no longer used as a divide, with separate rooms being used for break-out-groups. And all members of the project team are becoming increasingly involved, working alongside respondents. Filming therefore becomes even more essential in order to capture the work going on in each room. Demand for refreshments has also grown. Clients now see their trip to the studio more as a full experience they can relax and enter into, rather than the ‘get in, get out’ exercise of yesteryear.

Working with children and teenagers

The filming and viewing of young people and children is a source of increasing anxiety. Parental disquiet has made recruitment more difficult for pre- or post- tasks using film or photography. With respectable figures in society, such as policemen, teachers and youth workers, being investigated for their interest in child porn, trust is at an all time low. It is the facility’s responsibility to relieve parent’s fears, and to ensure constant communication so that everyone involved in the research project knows exactly what the film will be used for. It is also important to get parents involved by inviting them along to watch from behind the mirror, thereby putting their minds at ease.

Running a studio

Sadly there are still many people who see running a viewing facility as a cheap money-spinner. Running a facility is a highly skilled business - not a licence to print money. Providers need to work hard and understand the research process to make it appealing to clients. While the Viewing Facilities Association (VFA) wants those who already own viewing facilities to join us in order to regulate the industry as a whole, how those businesses are set up is not the association’s concern. The VFA is a trade body representing its members and acting in their best interest, not a consulting service. Having said that, readers maybe interested in some guidance on the most frequently asked questions about setting up a viewing studio. As with a restaurant or hotel, location is key. Facilities need to be easy to find and reach, and to have good transport links and/or access to parking.

Unfortunately, this means that buildings suitable for a viewing facility are rare and therefore only available at a premium. Refurbishment, equipment, furnishings and other sundries are expensive but essential. Fire regulations, liability insurance and food handling courses must also be borne in mind. Good staff training is vital, too: as with hotels and restaurants, providing excellent service is the cornerstone of our business, Clients and moderators have long memories for facilities which have equipment failure, inadequate supplies or sub-standard catering. The client is king, but that applies to the moderator and the respondents as much as to the fee-paying client. A viewing facility is only as good as its last job.

Roadblocks

But viewing facilities can also fail for reasons which are entirely beyond their control. One of the biggest fears for any facility, for instance, is that of major building or road works. One facility, at least, was put out of business last year by road roads works directly outside its premises for six months. It was difficult to get in and out, the noise was dreadful and utility supplies were frequently disrupted on numerous occasions. Ultimately, running a viewing facility well requires a unique skill set: a research background, a head for accounts, an ability to predict trends, good attention to detail, and the stamina to maintain standards despite a fluctuating work schedule.

Liz Sykes is managing director of Field Initiatives and The Front Room viewing facility and chairperson of the VFA.

Special Report - Research, March 2003, Issue 442