Focus Group Facility NYC · Flatiron · Since the 90s
Focus Group Facility NYC — The Daylight Loft Model
Qualitative research in a real room. $2,500 flat for 8 hours, one client per day. Wide-angle video coverage, broadcast audio, natural light. Carlos Montoya — in NYC research A/V since 1992, and the inventor of the daylight-loft focus group model — operates every session personally. 873 Broadway, Flatiron.
A note on origin: The daylight-loft creative research facility model was built here — at this address, in this room — and publicly documented as early as February 2008 at lexparkstudio.wordpress.com, before any competitor adopted the concept. When you book USL for research, you're working with the operator who invented the format.
Why the loft model works
Traditional research suites were designed around clinical efficiency, not participant comfort. Low ceilings. Fluorescent lighting. Observation rooms with mirrors that every participant notices. The environment telegraphs "study" — and participants respond accordingly.
The daylight-loft model uses natural light, 13-foot ceilings, and an open loft to create a more relaxed, candid atmosphere. Participants arrive and immediately relax. What you get back is more candid, more usable, more real data.
What this facility handles
Consumer focus groups
Product testing, concept testing, brand perception. 6–10 participants per group. Multiple groups per day.
Video ethnography
In-environment participant observation with broadcast-quality video. Wide-angle coverage of full room.
In-depth interviews (IDIs)
One-on-one qualitative research with video and audio recording. Camera operator add-on available.
Stakeholder interviews
Executive, expert, and key-informant interviews for market research and strategic intelligence.
Creative research
Advertising testing, creative concept testing, packaging research. Neutral environment removes brand cues.
Remote viewing
Live video feed for client team observers. Broadcast-quality instead of a one-way mirror.
Rates
| Item | Rate |
|---|---|
| Full day (8 hours) — one client | $2,500 flat |
| Overtime beyond 8 hours | $300/hr |
| Wide-angle video per group | +$400/group |
| Camera operator | +$300/hr |
| Food, beverages, recruiting | At cost |
One client per day. Carlos operates A/V for every session.
Who's done research here
GfK · Ipsos · Coleman Insights · All major NYC market research firms · Publishers (Random House, Penguin Group, HarperCollins, Simon & Schuster, Scholastic) · Consumer brands (Marvel, Disney, Nike, Mattel, Spotify) · Media companies (Condé Nast, Hearst, Time Inc, Forbes)
Common questions
What is a daylight loft focus group facility?
A daylight loft research facility replaces the clinical environment of traditional research suites with a natural-light loft space. The loft environment reduces participant defensiveness and produces more candid qualitative data. Carlos Montoya built this model at 873 Broadway and publicly documented it in February 2008, before it became widely adopted.
Do you have a one-way mirror?
No. USL uses broadcast-quality wide-angle video instead. Live feed allows client teams to observe in real time with better image quality than a mirror — and recordings are available. Wide-angle video is $400/group.
How many groups can I run in one day?
3–4 groups in an 8-hour day is typical (2–2.5 hours per group including setup). OT at $300/hr for sessions that run long.
Is food and beverage handling included?
At cost. USL doesn't markup food and beverage. You can supply your own or Carlos can coordinate through a preferred local vendor.
Book a Research Day
$2,500 flat. One client. Your data, your room.
Carlos responds personally and will discuss your session design before confirming.
Call 212-529-7570