We invented, conceptualized, and coined the daylight-loft research model. Running focus groups and creative research studies in this room since the 90s. One-way mirror. Full A/V documentation. One client at a time.
This is not a converted office or a hotel conference room. It’s a purpose-built creative research facility inside a working production loft on Broadway — the original daylight-loft research model, which we invented and have operated since the 90s.
A retractable wall and 15-foot one-way mirror divide the space into a respondent room and a client observation area. The mezzanine provides additional client viewing capacity. Full multi-camera A/V documentation of every session. Prep kitchen for catering. One client at a time — your session is the only thing happening in this room.
Carlos Montoya has designed and installed focus group A/V systems in four major NYC facilities since 1992. He personally operates every session.
Traditional and creative focus groups with full one-way mirror observation. Up to 12 respondents. Multi-camera documentation. Mezzanine for overflow client viewing.
One-on-one IDI setup with separate client observation. Full A/V recording. Clean audio chain via 24-track mixer and professional microphones.
Carlos Montoya has been the primary videographer for major NYC focus group facilities since their peak. Field or in-studio video ethnography documentation available.
Stimuli presentation on 75″ 4K touchscreen or projection. Concept boards, animatics, rough cuts, packaging — anything can be displayed at full quality.
Large-group concept testing, CLTs, and usage-and-attitude sessions. Flexible seating up to 30 for quantitative formats.
Employee research, internal brand studies, advisory panels. Confidential environment — one client at a time, nothing leaves the room.
All sessions priced at a flat daily rate with à la carte add-ons. No per-respondent fees. No facility markups on catering.
Contact for custom quote. Rates for multi-day studies and extended research programs available on request.
The positive, high energy environment in Union Square Loft is the ideal when conducting proper market research services. Carlos Montoya creates a unique, one of a kind experience for all his clients that can’t be found or replicated anywhere else.
Definitely an ideal destination for your next research project. The team is very professional and responsive, and the space is extremely versatile. Great value compared to traditional market research facilities.
The real market research facility vibe with professional A/V support. We ran a series of focus groups here and everything was seamless — the one-way mirror, the catering setup, the tech. Highly recommend.
We use USL for studies that require a more creative environment than a corporate facility. The daylight and the loft atmosphere change the dynamic in the room — respondents open up differently here.
This is the original daylight-loft research model — we invented and coined it in 1994. Natural light, 13-foot ceilings, and loft architecture create a different respondent dynamic than corporate facilities. The room has been documented to produce more relaxed, candid responses than traditional backroom setups.
Yes. Full multi-camera A/V documentation is available as an add-on. Carlos Montoya personally operates all recording equipment and has been the primary videographer for major NYC focus group facilities. All recordings stay with the client — nothing leaves the room to third parties.
Yes. The one-way mirror provides direct observation. The mezzanine provides additional seating for larger client teams. Remote observation feed also available.
Up to 12 for traditional focus groups. Up to 30 for quantitative CLT-style formats. IDI setups for 1-on-1. The room is reconfigured to spec before each session.
The prep kitchen is available for catering setup. You hire your own caterer or bring your own food — we don’t markup catering or require facility-approved vendors.
A/V specialist since 1992, former TEDx Bushwick executive producer, and the designer and operator of A/V systems in four major NYC focus group facilities. He operates every session personally and has been involved in focus group documentation longer than any competitor in this building.
Call or fill out the form. Carlos responds personally within 24 hours. We’ll talk through your methodology, timeline, and any special requirements.
One client at a time. 50% deposit holds your date. All sessions confidential. Full terms →
You show up with your questions. Everything else is already here.
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