FOCUS GROUP FACILITIES . EST . 2001
PREMIUM QUALITATIVE recruitment for in-person or online
Most research facilities were built for compliance. Open House Lofts was built for conversation.
Two assets under one roof: our curated network of participants is just as valuable as our facilities designed to support them. We host focus groups, IDIs, and workshops—recruiting every respondent ourselves, in-person or online.
Built by researchers. Backed by in-house recruiting. Located in neighborhoods worth traveling to.
↓ SCROLL
Built to function. Open House Lofts was built to do more than that.
The environment shapes the exchange. Better spaces produce better conversations. Better conversations produce better insights.
This is not a theory. It is the founding belief behind everything we have built.
Our lofts were established as an alternative to the sterile, impersonal facilities that have defined qualitative research for decades. We offer warmth, intention, and flexibility that fosters natural conversation and more genuine feedback.
Our approach is non-traditional by design and our insights are original as a result.
WHY OPEN HOUSE LOFTS
A better space for
better conversations.
Open House Lofts was built for the brands, strategists, moderators, and insight teams who understand that great qualitative research depends on more than logistics. It depends on setting, comfort, energy, and the ability to create real dialogue.
01
Form meets function.
Our spaces are elevated, intimate, and purpose-built for research. We provide the same expertise, operational support, and technical infrastructure that clients expect without the sterile, institutional feel of a conventional facility.
02
One space. One client.
We do not run multiple clients through multiple rooms at the same time. Every project gets a fully dedicated environment with privacy, focused staff, and an individualized experience from start to finish.
03
Technology that serves the work.
Technology should support the conversation, not become the story. Our spaces include webcasting, video, and streaming capabilities that are seamlessly integrated and designed to be present without being intrusive.
04
No one-way mirrors.
None of our spaces use one-way mirrors. We use closed-circuit viewing that allows client teams to observe comfortably and discreetly. When people do not feel watched, they talk differently. That difference matters.
OUR LOCATIONS
Focus Group Spaces in
New York, Los Angeles, and
Chicago
Three premium, non-traditional research lofts. Three neighborhoods worth traveling to.
One
standard of quality across all of them.
NEW YORK CITY . TRIBEca
Open House Lofts New York
Our flagship space. Located in Lower Manhattan on the east edge of Tribeca, this spacious, multi-room loft was built for high-level qualitative research that demands both precision and presence.
LOS ANGELES . VENICE BEACH
Open House Lofts Los Angeles
Open House Lofts began here. In Venice, California, with a different vision for what in-person research could feel like — more human, more inspiring, more honest.
CHICAGO . WEST LOOP
Open House Lofts Chicago
Chicago is one of our strongest spaces and one of our most compelling values. For traveling teams, Chicago delivers a premium in-person research experience - without compromise.
IN-PERSON RESEARCH
Why in-person research still matters.
“Remote research has its place. In-person research has something else entirely: presence”
For the brands and research teams who understand that difference – the quality of the physical space becomes one of the most important variables in the study.
Open House Lofts was built around that belief. We create the conditions for deeper dialogue, more attentive observation, and the kind of insight that actually moves things forward.
BODY LANGUAGE
The signals that don't survive a screen – gesture, posture, micro-expression – are fully present and readable in person.
SPONTANEITY
Unscripted moments emerge naturally in a room. They rarely survive the mediated distance of remote formats.
NUANCE
The texture of real conversation — hesitation, humor, contradiction - is fully present only when people share a room.
GET IN TOUCH
In-person, online, or virtual.
We recruit for every format.
We know not every study happens in a room. Online and virtual research has its place, and we take it just as seriously. The same in-house recruiting standards, the same hand-curated network, the same 25 years of relationships behind every participant we place. Whether your next study is at one of our three locations or happening entirely on screen, we handle recruiting the same way. No open panels. No shortcuts.
RECRUITING
In-house
recruiting, built on
real relationships.
In-person.
Virtual.
Online.
We do it all.
Recruiting is not a commodity. It is the foundation of every insight that follows. A brilliant discussion guide, a skilled moderator, a beautiful space – none of it matters if the wrong people are in the room.
Open House Lofts handles recruiting in-house because we believe it is too important to outsource. Our network has been built organically, over decades, through real relationships in New York, Los Angeles, Chicago, across the U.S., and beyond.
Our model is curated, human-led, and intentionally closed – because the value of qualitative research depends entirely on the quality of the people in the room.
We also use technology intelligently — to improve speed, accuracy, and respondent validation, not to replace the judgment, nuance, and care that no algorithm can replicate.
WHY-Q INC. · EST. 1999
THE BACKING
Powered by Why-Q
Inc.
Planning & Moderating WHY-Q
Analysis & Reporting WHY-Q
In-House Recruiting OPEN HOUSE LOFTS
Premium Space OPEN HOUSE LOFTS/span>
[YVETTE TRIBUTE / FOUNDER NOTE PLACEHOLDER]
A PERSONAL NOTE ABOUT THE HISTORY,
MISSION, AND PEOPLE BEHIND THE BRAND.
Open House Lofts is backed by Why-Q Inc., a global marketing,
brand, and lifestyle consultancy founded in 1999 to provide a genuine
alternative to traditional market research and brand strategy.
Together, Why-Q Inc. and Open House Lofts offer a fully integrated
research model: planning, moderating, analysis, reporting, recruiting,
and premium space all under one roof, guided by one consistent
philosophy.
Clients benefit from a connected team, a shared standard of quality,
and the rare ability to move seamlessly from insight to action –
without losing anything in translation.
GET IN TOUCH
Looking for a better space/recruitment
for qualitative research?