Face-to-Face Advocates Launch 'POP' Campaign

In the UK, a consortium of viewing facilities has launched 'POP', the Power of Presence campaign, to highlight the enduring value of face-to-face qualitative research in a sector increasingly dominated by AI and remote tools.

POP is the latest initiative from a number of independent facilities who previously formed the Viewing Facilities Action Group, during the pandemic. The firms are competitors but recognise the strength to be found in shared action.

The campaign stresses the irreplaceable human insight that happens when people 'share space, eye contact, and presence.' It will encourage emerging researchers and young moderators to experience ftf - 'get in the room'; pool content and ideas from different facilities; and collect insight from clients and researchers about the dual value of AI and F2F.

An initial drive will survey clients and researchers to understand current perceptions, the impact of AI tools on decision-making and budget allocation, and 'What's gained (and what's lost) when research moves away from the room.' The UK's market research bodies, MRS, AQR and ICG, are on board to help disseminate the message, while client organisation AURA is yet to confirm.

Deliverables from the initiative include monthly 'Pop Drop' newsletters and the availability of quotes, video snippets, and lived experiences from moderators, clients and respondents.

Sam Grey from i-view London comments, 'In a time where AI can summarise a transcript in seconds, it's easy to forget what happens in the pauses, the glances, and the tone of voice. That's where the real insight lives and that's what Power of Presence is here to protect.'

According to Liz Knibb, Marketing Lead for the campaign, 'This isn't about going backwards. It's about remembering the human heartbeat behind our best research and keeping it alive.' She adds: 'What's been most inspiring is how instantly people connect with POP. It's a shared belief that presence matters - being in the room, face to face. In an AI-driven world, human connection isn't a luxury, it's what makes the difference.'

LinkedIn post: www.linkedin.com/posts/iviewstudios_madebyaipoweredhumans-powerofpresence-pop-activity-7368610865090154497-8_0I .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.