Although in qualitative research the primary task of moderating and interpreting the results lies with the researcher, clients can gain valuable additional insight by sitting in on the group discussions.

As demonstration of this point, we were delighted when one of our clients Denman International enthused over their experience of sitting-in on several groups.

Dear Fiona

Just to let you know that I thoroughly enjoyed attending the two focus
groups in Windsor.

Certainly actually being there and seeing/hearing at first hand
participants' reactions/comments throws a whole new light on the
process.

The best presentation in the world from you to us as a client cannot
recapture the atmosphere of the groups and I would urge any prospective
client to attend.

Best Regards

Michael Porrelli - UK Market Manager

Traditionally, "sitting-in" has been problematic due to the potentially adverse impact on respondent dynamics and inhibitions, but modern viewing facilities surmount this problem by allowing clients to view remotely.

Against this background, we took the decision to invest in our state-of the-art viewing and boardroom facilities at 94 University Street. Click here for more details.

For your own guided tour, contact Fiona Norman, Project Research Manager.