A daylight Flatiron loft for qualitative research — focus groups, IDIs, usability sessions, and product testing — with a one-way observation setup, a quiet recording environment, and a host who has run sessions in this room for 30+ years. We invented, conceptualized, and coined the creative research facility and the daylight focus-group model.
Sterile back-room facilities make people guarded. The premise behind this room — the one we originated — is the opposite: a warm, daylit loft where respondents relax and say what they actually think. The data is richer because the setting is real. It’s the daylight focus-group model, in the room where it started.
You get a purpose-built daylight focus group loft in Flatiron with a one-way observation arrangement and mezzanine viewing for your client team, broadcast-grade recording in 4K with clean multi-mic audio, and a host who has run hundreds of sessions in this exact space. Closer to the deeper picture, see our full creative research facility.
A drop-down wall with a one-way mirror and mezzanine viewing lets your client team watch and take notes without affecting the room.
4K multi-camera capture with broadcast audio, so every response is documented clearly for the deliverable and the highlight reel.
9-foot windows for a relaxed daytime feel, full blackout when the protocol calls for controlled conditions.
Round-table focus groups, one-on-one IDIs, usability stations, or product-test setups — configured to your discussion guide.
873 Broadway, one block from Union Square. Every train converges here, so recruiting and respondent turnout are easy.
30+ years running sessions in this room. Setup, recording, and flow handled so your moderator focuses on the respondents.
Focus groups and mini-groups, in-depth interviews (IDIs), usability and UX testing, product and concept testing, ad and message testing, sensory and taste tests with the prep kitchen, mock juries, and ethnographic-style sessions. Recruiting support and moderation can be arranged on request — tell us the study and we’ll scope it.
$2,500 for a full 8-hour day, plus $300/hr for any time beyond eight. That covers the room, the one-way observation setup, the vocal booth, and CCTV. You bring your study; the facility is ready.
Add only what your protocol needs: per-group wide-angle stationary video at $400/group (wired to the office for your Forsta network or a live Zoom feed), a dedicated camera operator at +$300/hr, and food and recruiting arranged at cost. No bloated package, no paying for what you handle yourself.
Yes. A drop-down wall with a one-way mirror plus mezzanine viewing lets your client team observe sessions without affecting the room.
Focus groups, IDIs, usability testing, product and concept testing, ad and message testing, sensory tests, and mock juries.
A flat $2,500 for a full 8-hour day, plus $300/hr beyond eight. That includes the room, one-way observation, vocal booth, and CCTV. Per-group video ($400), a camera operator (+$300/hr), food, and recruiting are optional add-ons at cost.
Yes, on request. Tell us the study design and we’ll scope recruiting and moderation support alongside the facility.
Yes. 4K multi-camera with clean multi-mic audio, delivered for your analysis and reporting. Confidentiality is standard.
Tell us about your research. We respond fast, confidentially, with availability and a quote. Or call 212-529-7570.
Real setting, real answers, since the model began here.