A new venue has just opened in Melbourne that is positioned as a ‘revolution’ for marketers and agencies running focus groups.
Called The Meadow, the venue claims to be the first premium research facility in Melbourne.
Founder Peter Treloar told Mumbrella: “There’s always been demand in Melbourne for qualitative research locations. But from both a respondent and a moderator’s perspective, I don’t think many people were satisfied with what was available.”
“Most are very sterile – like walking into a doctor’s surgery; certainly not the sort of places where people would want to reveal their secrets to complete strangers,” he said.
Treloar said that the physical environment was key to qualitative research, which is about getting a deeper level of insight than from quantitative methods.
“Focus groups are artificial environments. So the more you can do to make a respondent feel relaxed, the quicker marketers will get meaningful results,...
Called The Meadow, the venue claims to be the first premium research facility in Melbourne.
Founder Peter Treloar told Mumbrella: “There’s always been demand in Melbourne for qualitative research locations. But from both a respondent and a moderator’s perspective, I don’t think many people were satisfied with what was available.”
“Most are very sterile – like walking into a doctor’s surgery; certainly not the sort of places where people would want to reveal their secrets to complete strangers,” he said.
Treloar said that the physical environment was key to qualitative research, which is about getting a deeper level of insight than from quantitative methods.
“Focus groups are artificial environments. So the more you can do to make a respondent feel relaxed, the quicker marketers will get meaningful results,...
- 12/3/2012
- by Robin Hicks
- Encore Magazine
IMDb.com, Inc. takes no responsibility for the content or accuracy of the above news articles, Tweets, or blog posts. This content is published for the entertainment of our users only. The news articles, Tweets, and blog posts do not represent IMDb's opinions nor can we guarantee that the reporting therein is completely factual. Please visit the source responsible for the item in question to report any concerns you may have regarding content or accuracy.