Benefits of Client Backrooms while conducting Qualitative Research

What is a backroom? 

How client backrooms are beneficial

Client backrooms are a standard practice in Qualitative Research, wherein respondents are informed about being observed. However, respondents can be more relaxed when they do not constantly witness client presence. Client backrooms help the moderator, researchers and client remain connected; during the interaction. In the backroom, observers can discuss consumer responses amongst themselves, without hampering the data-collection itself. For researchers, backrooms offer an opportunity to get to know clients better and gain first-hand, immediate feedback on data-collection aspects like stimulus-exposure, discussion guide, moderation quality etc. 

Backrooms allow clients to see the research in action and better appreciate the data-collection process. This can be helpful in terms of understanding the dynamics of the research. Actually witnessing the research while it is being conducted, can help build trust and confidence in the researcher and research process itself.

With no additional active participants in the meeting, respondents can feel more comfortable sharing their experiences. This helps the moderator gain valuable information about participants' thoughts and feelings, without the risk of respondents getting distracted by client-presence in the room.

Setting up backrooms : Quick tips

It is crucial to make sure the focus group discussion and the backroom are kept entirely distinct. This holds true for both, Online and Face-to-face Qualitative Research. For a respondent, logging into a video meeting and spotting spectators (who aren't participating in the conversation) can cause mistrust and confusion.  

Clear audio and video is non-negotiable. Being able to see participants' faces and hear their voices while actively participating in data-collection, enables observers to develop empathy and gain a deeper understanding (than they would by merely reading a written report). 

All in all... 

Client backrooms are a valuable asset for the Qualitative Research data-collection process. They help to enhance the quality of data collected and make the research process more efficient and enjoyable for all stakeholders.