The Power of Presence: Why The Qualitative Lab is Proud to Join the POP Movement

At The Qualitative Lab we’re pleased to stand alongside other leading UK viewing facilities as part of the POP – The Power of Presence campaign. This new collaborative movement is championing the irreplaceable value of in-person research in a digital-first world.

The Qualitative Lab in London's leafy Wimbledon, has been a go-to venue for focus groups, workshops, interviews and central location tests (or hall tests) for many decades. As you can imagine we have embraced many technological changes in that time (yes, we have been around long enough to have moved from VHS to DVD to USB to email downloads!) but in recent years, the market research industry has evolved at remarkable speed. Technology has given us new tools: faster turnaround, tailored automation, AI-powered transcripts, summaries and translations. These are innovations we embrace daily. They help us serve our research clients with agility and efficiency.

But in the rush towards digital transformation, one truth must not be forgotten:

Real insight starts with real presence.

Why presence matters

If you’ve ever been in the room during a focus group or depth interview, or viewed a group from behind a mirror, or even via live streaming, you’ll know there’s magic there. Across the collaborative of viewing facilities, we hear from clients and moderators alike:

It’s not just about the words...

It’s in the long pause before someone says “yes.”

It’s in the shared laugh that shifts the energy of the group.

It’s in the sitting forward in a seat.

It’s the realisation of a different perspective.

It’s in the spark of an idea coming to life.

It’s in the energy created as that idea travels around the room.

It’s in the sideways glance that says more than a transcript ever could.

That’s presence. That’s the richness of being in the presence of other people.

And it’s why in-person research still matters – maybe more than ever.

Technology + Humanity: A True Balance

Don’t get us wrong – we love the speed and power of technology. Collaborating with the POP movement doesn’t mean we’re rejecting technology. Quite the opposite. The POP campaign was co-created using AI – to inspire, to test ideas, refine visuals, write articles and more. We use AI ourselves on a daily basis in the course of our work to accelerate workflows and efficiencies.

And that is the point - AI is a partner, not a replacement. It gives us speed - but people bring the soul, as participants, moderators and researchers: we feel, we connect, we notice the tiny things that data alone cannot show.

Experienced researcher Cara Allan and Director at Plus Four - who moderates at The Qualitative Lab and at locations across the UK - is a huge advocate for new technologies in research says: "For me this isn’t about choosing humans over technology, It’s not humans vs tech – it’s about balance and about keeping humans at the centre."

Standing together

POP is supported by a group of research venues who see collaboration as strength - not competition. Viewing facilities originally came together during the pandemic under the Viewing Facilities Action Group (VFAG), when in person research was suspended completely. Now, the group has evolved from coordination into collaboration, working together to strengthen the sector.

Peter Allan, MD of Plus Four and The Qualitative Lab says about the campaign "POP is about viewing facilities coming together and reminding ourselves – and the industry – that in-person research isn’t old-fashioned or out-dated - it’s where empathy lives, where subtleties surface, where connection happens"

At The Qualitative Lab we are privileged to witness this every day, and are proud to provide a space where researchers, clients, and participants can come together and experience the true Power of Presence.

In a world where speed often overshadows depth, presence matters more than ever.

The POP campaign includes collective insights from studios (and their clients) across the country, and a rollout of engaging digital content under the banner #PowerOfPresence ...

On behalf of the Collective, Plus Four will also set-up, host and provide insights from an industry survey to follow the POP launch. It will be shared by industry associations to ensure robust evidence-based feedback.

We’re proud to stand alongside other research venues across the UK to champion the POP message loud and clear:

Let’s revalue presence.

Let’s stand again for connection.

Let’s continue to champion #FaceToFaceMRX.

👉Follow and join the conversation on LinkedIn: #PowerOfPresence #POPmrx #FaceToFaceMRX #QualwithSoul #ReelVsReal

👉 To discuss holding your in-person research projects at The Qualitative Lab visit https://www.thequalitativelab.co.uk/contact, email info@thequalitativelab.co.uk or you can even speak to a human - ask for Paula on 020 8254 4444

👉 To discuss support for full research projects with Plus Four visit https://www.plus4.co.uk/contact , email info@plus4.co.uk or ask for Cara on 020 8254 4444