Market research space The Buzz Rooms opens at Salford Quays

A new venue for researchers looking to conduct focus groups has launched at Salford Quays.

The Buzz Rooms, the brainchild of entrepreneur and investor Sarah Butler, is aimed at market researchers and insight managers as they lead focus groups on everything from food and drinks to financial products, music systems and holidays.

The space is located at the headquarters of Infinity Asset Management, of which Sarah is a partner and co-founder.

She decided to establish The Buzz Rooms on the ground floor of Infinity’s Clippers Quay offices after research she carried out highlighted a market gap for a boutique viewing facility in the region.

The Buzz Rooms comprises a clients’ viewing room with a large one-way mirror, through which a focus group can be observed from an adjoining room.

The respondents’ room is kitted out with video- and audio-recording equipment along with an online streaming capability, allowing discussions to be viewed remotely.

Each room can accommodate up to 10 people, with moderators available on request.

The Buzz Rooms also features a kitchen suitable for food-tasting research projects, breakout areas and three meeting rooms.

Sarah commented: “Having spoken to researchers, it was clear they were looking for something different and that there was a gap in the market for a bespoke viewing facility which offers them exclusive use.

“Their feedback played a big role in the design and layout of The Buzz Rooms, which features modern furniture, a contemporary kitchen facility plus numerous breakout areas.”

She continued: “We hope our approach in creating a vibrant viewing facility will resonate with market researchers and insight professionals, on both client and agency sides.

“We think it’s the ideal setting in an accessible location, and we are excited to get going.”

Infinity, a manager and operator of property, private equity and debt funds, relocated from Manchester city centre to Salford Quays last year.

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