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.
Ben Johnson Interiors accompanied i-view to potential workspaces throughout Leeds and offered advice on which they believed would work best. Platform, next to Leeds train station was chosen because of its easy transport links and central location. Ben Johnson Interiors have produced a light, welcoming, creative space. We used comfortable, stylish furniture, with vibrant brand colours against a white and grey background. The completed interior is attractive, comfortable and modern. It is equipped with all the latest digital tech for UX testing, dial testing, eye-tracking, digital observation, emotional testing and neuromarketing; all of which is hidden from view. Two of the participant rooms are back-to-back with a folding wall between them. This room can provide one large viewing area but can also be booked as a conferencing, seminar or training space. With cameras in every participant room, the research event can be filmed and recorded so it can be reviewed later. There are three spacious bespoke studios with client viewing rooms, as well as event space for up to 75 delegates, co-working space, kitchen and a superb business lounge. The city views across Leeds from floor to ceiling windows are stunning.
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Ben Johnson Interiors’ design expertise and fitting – which took just eight weeks in all – has been exceptional.