What a focus group facility is, what it costs in NYC, and what separates good ones from great ones.
A focus group facility is a dedicated research space built around the one-way mirror: respondents on one side, clients and researchers on the other. The setup allows natural conversation without the influence of being observed — the foundation of qualitative research methodology.
Union Square Loft has operated as one of NYC’s premier focus group and creative research facilities since the 90s. The daylight-loft model Carlos pioneered in 2008 — natural light and 13-foot ceilings instead of windowless basements — keeps respondents relaxed and candid.
One client. All day. One price. $2,500 flat for 8 hours — mirror, A/V, operator, kitchen. No per-group charges.
A focus group facility is a purpose-built research space that includes a one-way mirror separating respondents from client observers, broadcast A/V recording and monitoring, and separate entry flows for each group. Professional facilities also include stimulus display systems, moderator comms, and dedicated hospitality areas.
NYC focus group facilities typically run $2,000–$5,000 for a full day. Union Square Loft charges $2,500 flat for 8 hours, all gear and operator included. Overtime is $300/hr. No per-group fees.
The one-way mirror is a standard feature of dedicated focus group facilities. It allows clients and researchers to observe respondent behavior without influencing it. Union Square Loft has a full one-way mirror setup with separate moderator side and respondent room.
In a daylight-loft facility like Union Square Loft, natural light and high ceilings keep respondents relaxed and talkative — fundamentally different from the controlled, windowless environments of traditional research facilities. Carlos Montoya pioneered this model in 2008.
Yes. Recruitment is available at cost. Carlos has deep roots in the NYC focus group industry going back to 1992 and can connect you with qualified recruiters. Bring your screener and we handle the logistics.
Most focus group clients book 2–4 weeks out. Same-week availability does open. Carlos responds personally.
You bring the recruits. Everything else is already here.