Abstract:

In Britain, group discussions have traditionally been conducted in recruiters' homes. Over the past 10 years, there has been a tendency for more clients to want to observe qualitative research and research studios with one-way mirrors have started to appear. Previous papers have pointed to a reluctance for researchers to work in such studios. The paper demonstrates, from the results of research conducted among respondents, that many of the researchers' fears about the effect of mirrors on respondents may be exaggerated. By contrast, from depth interviews conducted among research buyers, there does seem to be a problem, which must be addressed, with the way studios are often used by non-research trained client observers. The paper goes on to discuss good practice and to look with optimism towards the future increased use of such studios.