New research facility promises alternative to Melbourne’s ‘sterile’ focus group environments
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.
Hurrah! This type of facility is long overdue in Melbourne. From a client perspective, having consumers come into an environment that is welcoming and inspiring can only aid the discussion that follows. I assume the space would also be suitable for workshops / ideation sessions too?
We need more of these places – Sydney please take note.
I was asked to photograph the environment and was blown away by the facility, the room styling and the concept. This is definitely an environment where people will feel relaxed and come up with that next big idea….
So long as there is easy parking for respondents. You can have the most inspiring venue in the world but if respondents are stressed re parking forget it