FEATURE: CREATIVE INDUSTRIES
Room with a view S
When you think creative industries, you might not automatically think of Solihull. But for one market research company the response to the location has been very positive among its customers. GILLIAN SHIRLEY reports
olihull Chamber member Babble Research had doubled the size of its headquarters this year, in response to increasing customer demand. The company, based in Cranmore
Boulevard in Solihull, offers some of the best market research facilities outside London and are a favourite with national advertising agencies, marketing companies and leading consumer brand names in the food and drink, pharmaceutical and automotive industries.
‘Our facilities allow clients to observe the respondents’ reactions directly through the triple-glazed soundproof mirror’
Guy Mountford, Babble’s facilities manager, said: “We work with international, national and local clients to enable them to research new products and packaging development. We’ve had consumers and focus groups watching TV advertising campaigns, sampling cheeses and tasting lager. “Our facilities allow clients to observe the
respondents’ reactions directly through the triple-glazed soundproof mirror that separates the research studio from the viewing and discussion areas. They can also be viewed via live streaming on the plasma screen.” Babble’s facilities, which opened in February 2010,
have proved popular for a number of reasons, not least of which is their location. Guy explains that it is often easier to get respondents to travel out of the city centre rather than into it. And direct access to the M42, which is only five minutes drive away, also helps attract clients from outside the West Midlands. The firm also prides itself on its customer service and
attention to detail. Its venue hire tariff includes the use of audio-visual equipment, a complete stationery kit including flipchart, pens markers and note pad, and a well stocked fridge. And when it comes to catering, Babble’s menu of home made cakes and sandwiches has won it plenty of repeat business.
‘The raised viewing area has been decorated and furnished to resemble an old style cinema’
Central to Babble’s doubling of space is a second state- of-the-art viewing facility, where respondents can be observed directly or via surveillance cameras. The raised viewing area has been decorated and furnished to resemble an old style cinema, complete with authentic theatre seating that has been re-upholstered in Babble’s funky corporate colours. The new facilities are not just limited to market
research exercises. The flexible nature of the spaces allows them to be adapted to accommodate meetings for business, training rooms and space for creative workshops.
Guy said: “We hope our new flexible creative spaces will entice local businesses to use our facilities for training, off-site meetings and events as well as attracting market research.”
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32 CHAMBERLINK NOVEMBER 2011
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