Viewing facilities come of age

Liz Sykes, Managing Director of Field Initiatives and The Front Room and Vice Chairman of the Viewing Facilities Association, writes:

Viewing facilities have come a long way since the Research House first opened its doors in 1983. No-one then could have anticipated that today there would be approximately 75 viewing facilities of all shapes and sizes housed in office blocks, listed buildings and in inner-city and suburban areas throughout the United Kingdom.

Along with the increase in the number of facilities, there have also been broad developments in the style and types of services offered. In the late ‘80s and early ‘90s group rooms were always lounge style - replicating the homes from which they emanated. Now, not only are there more layouts available, but many other issues that need to be taken into consideration.

We have learnt that we need to create the right environment to achieve the truest response, so we now often use a boardroom setting for business and professional groups; we also know that respondents prefer having individual chairs rather than sofas in a lounge style so their personal space is not invaded. These are just a couple of the issues which we as facility owners need to address in order to meet the needs of a continually more demanding and developed research process.

The ever-increasing competition has encouraged facilities to look at new ideas such as setting up smaller rooms specifically for depth interviews and pairs. This is an area that will probably increase over the next few years as not only does it create a more intimate atmosphere for researchers and moderators, but is a cost-effective option for everyone involved.

One of the newest developments in style is the ‘Cyber Cafe’ or technology suite. Some viewing facilities have invested heavily in this area, buying the latest PC’s and laptops and operating high-speed leased lines linked directly to an ISP. This enables moderators to surf web sites and go online with their respondents. Although this type of research was booming last year, the demise of several dot.com companies has slowed things a little, but there is no doubt this is an area that should increase and develop.

Technology has created other advances in recent years including: digital television - an area that is growing quickly with the increased demand to conduct research in a live situation; the use of the digital cameras for filming has improved the quality of recorded groups; video clips can now be incorporated into debriefs and presentations (in accordance with the MRS Code of Conduct); research is now being recorded onto CD’s instead of audio tapes, making data accessing much easier. In the future, we shall probably also be able to get our computers to transcribe these CD's at the touch of a button - and my guess is it won’t be too long.

With the increased competition, service has definitely become the focus for all facilities. International clients (North Americans in particular) are much more demanding than their UK counterparts, expecting the facilities they are used to at home. Viewing facilities have had to pay special attention to their quality and breadth of service and are having constantly to strive to stay ahead of the game.

The standard of catering has also improved dramatically since viewing facilities gave up their independence on Marks & Spencer sandwiches. A lot more effort is now being taken to offer a variety of cuisines and to cater for specific dietary requirements. No-one has yet gone down the North American route and turned their viewing room into a gym for observers, nor is anyone offering manicures and pedicures to clients, but I am sure it is only a matter if time.

Some of these developments credited to the diversity of owners. No longer are viewing facilities merely a profitable additional form of revenue for research companies and recruiters, but they are now owned by advertising agencies, film companies, educational institutions and even hotels. It makes a lot of sense for companies which use groups on a regular basis to own their own studios. Whilst this has increased the competition for business, it has also helped us look at our own facilities with fresh eyes and see the potential from a business viewpoint.

Opening our doors to other types of business has been one example of this. The advent of video-conferencing and the use of web cams have enabled viewing facilities to offer a practical solution for job interviewing. Candidates can be viewed and filmed without the stress of sitting in front of a large panel of interviewers. Facilities also make excellent venues for small conferences and training courses, again, utilising the recording and filming equipment. These are just a couple of the services that can be marketed to the wider business community agencies.

One way or another the future looks bright for all well-managed facilities around the country. It is now our job to ensure that clients and researchers continue to utilise our facilities, so we need to make sure that we never stand still.

Hopes for the future?

Teleportation of clients and respondents and holograms to replace moderators’

Taken from - Bulletin No.14 September 2001