During the Covid Pandemic of 2020/21, whilst in-person research was completely suspended, viewing facilities came together as an Action Group. During 2025, the group has evolved from coordination into collaboration (the ‘Collective’), working together to further strengthen their sector.
The Power of Presence (POP), the brainchild of iView, with a healthy dose of AI and has been embraced and promoted by the Collective.
The Collective do not reject technology – like most in the industry, they regularly use AI to accelerate workflows and efficiencies.
Their point is that they see AI as a partner, not a replacement. It enables speed – but POP is about people bringing the soul!
The Collective believe that participants, moderators and researchers, feel and connect … noticing and understanding the things that data alone cannot.