The Brief
i-view chose Leeds as the first UK city outside London to launch its new Northern viewing facility. Viewing studios are used by market researchers to discreetly observe focus groups and potential consumers through a one-way mirror. Viewing studios are also sometimes used by recruiters.
The more comfortable someone feels in their environment during a focus group or in-depth interview, the better responses they give, and this leads to more accurate research results. Hence the importance that i-view gives to the perfect interior design. The studios had to be in a central, easy to reach location. The interiors were to be light, spacious and contemporary, yet relaxed and engaging for clients or delegates. The latest high tech, digital equipment was to be installed but discreetly so it didn’t distract.
