A viewing facility is a location that has been designed for hosting focus groups, workshops and market research
interviews. This facility, otherwise known as a ‘viewing studio’, is typically designed for both the research moderator and the end client who has an interest in the research.
They are also well equipped for a diverse range of projects and often have cooking and food preparation facilities and always ensure that the respondent is also catered for in every way.
Viewing facilities are typically equipped with one-way mirrors (or video links in a few instances), along with the latest audio and video recording facilities. The mirror enables several clients to observe a live focus group discussion which is helpful as it allows them not only to hear directly from the consumer’s mouth but also prepare/ask questions.
Video recording facilities also allow the video to be streamed over the internet which is useful for international clients around the world who can’t attend the groups.
In Nigeria and other countries, many focus groups are conducted in a quiet, and private environment free from distraction. This could be at home, in hotels, in offices or in other central locations depending on the purpose and nature of the research and the preferences of the focus group companies.
Most qualitative market research is carried out in viewing facilities. One of the leading focus group facilities in Nigeria is owned by Webhaptic Intelligence Limited – more details can be found here.