Welcome to our Market Research Facility Spotlight Blog where our partners have the opportunity to showcase their facility, their experiences, and opinions. This week we’re featuring our friends from Insight Studios.
- Tell us about your facility
The Insight Rooms is a technologically advanced research facility based in Old Street, London. We have two labs, each with their own viewing room. We are set up for a wide range of UX testing and qualitative research.
We’re only a few minutes away from Old Street, Moorgate, and Liverpool Street, so we’re really easy to get to. Being in such a central location is great for clients who may have traveled long distances for their research. We are close to Shoreditch so there are plenty of things to do in the local area, and being so close to the top, Whitecross market is a huge bonus (but perhaps not for our waistlines!).
- Tell us what makes you unique?
The facility was designed by researchers, and we can cater for a wide range of methodologies. All tech equipment comes included in the cost of the booking, and we can offer clients a bespoke setup in terms of how they want the lab set up and their sessions recorded. The labs themselves are super stylish, we don’t compromise on the level of comfort and the technology to make research run well and make things functional
- What is a typical day for you?
We usually have two bookings per day. At 08:00 we arrive and get the coffees started, before checking on the lab setup for the day’s bookings. Clients usually start arriving from 08:30, and after getting them their coffees we spend some time making sure they are happy with the way the room and video recordings are set up, and explaining how to use the equipment. The first sessions usually start at 09:30, so all the reception paperwork and refreshments will be ready by then.
Participants come and go all day; each person is given an NDA to sign and then given their incentives after their session. As well as participants, we often have clients who are observing coming and going throughout the day, so our reception team is always on hand to make sure everyone knows where they need to go, and to deal with any special requests. If the setup in the room needs tweaking in between sessions, we get right on it!
There is usually a flurry of activity around 17:00 while we send off the video recordings from the day time bookings, clean and restock the rooms, have a shift changeover, and reconfigure the tech setup for the evening bookings. The day finishes at 22:30 after we set the labs up for the following day.
- In today’s world, it’s becoming more and more challenging to meet client expectations. What are some of the ways you have found to measure the success of the research projects?
The best way to ensure success is to have a full briefing on the project beforehand. This helps with room setup and, in particular, participant recruitment, because it allows us to fully understand what each client wants to get out of their sessions. We are very flexible, and we can easily adjust to any last-minute changes, and we always ask for feedback once a booking is finished, so we can always keep improving our facility!
- What’s the funniest/strangest moment you have had at your facility?
We had some clients recently who pressed the plunger on their cafetière too quickly and caused a coffee explosion all over the testing device! Luckily, they were using one of our waterproof phones, so while one of the team mopped up, another switched out the device for a decaffeinated one, and another tested the device was still fully functional before putting it back in the tech cupboard. No harm was done!
- Why do you think in-person research is a critical part of every brand-owners toolkit?
It’s well known that most communication is non-verbal. Facial expressions, tone, and body language are all vital in gauging a person’s reaction to a new idea or product, and an immediate, in-person response will always be more candid and genuine than something written in a survey. The best way to get this information is to witness it in person, or by seeing a video recording