Out with “the glass”… • THINK Global Research

 

Hawthorn Effect refers to a notion that people change their behaviour if they know that they’re being observed. Yet, most focus group facilities are almost designed in a way to ensure that people do not switch off and forget this fact. How does this reflect on the quality of insights generated from focus groups?

The traditional approach

Focus group facilities have remained relatively unchanged since the introduction of this method. While it may feel that sitting behind the glass offers the best proximity to respondents, the effect that the glass has on the quality of responses can be detrimental. What’s also worth noting is that it’s usually far from the most comfortable experiences sitting behind the glass, having to keep quiet in the dark.

Participant-centric focus groups

At THINK, we looked at how this methodology can be improved. Our Melbourne Focus Group facilities were created with participants at heart. The environment in the focus group is always relaxed and comfortable, there are no intimidating “boardroom” tables, and the clients can get a much better view of participants from a comfortable room upstairs. Rooms without observation glasses feel far less “clinical”, and the difference a relaxed environment has on how comfortable people feel in a focus group (and ultimately on the quality of insights) can be quite remarkable.  

Written by:

Lana Bruskina – Strategy and Insight Manager

For further information on THINK Global Research, please contact Kristy Ihle (Managing Director) at  info@thinkglobalresearch.com.

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