Focus GroupFocus GroupWhen outcomes of research are very unpredictable, and the researcher is looking for more open feedback.
1. Set goals and write the script;
2. Keep the discussion without inhibiting the flow of ideas and comments, ensuring that all group members contribute;
3. Write a short report summing up the prevailing mood in the group;
4. If possible, do more detailed analyses, such as affinity diagrams;
5. For the set-up are needed: participants, a table with name cards and unobtrusive microphone and camera. Sometimes it's useful to have a side room with flatscreens or a one-way mirror for observers and stakeholders.
- Helps getting in touch with users;
- Let’s you discover what users’ thoughts, preferences and needs are;
- Topics and discussion are more free-flowing, and members can use comments from others to stimulate recall.
- Depending on the environment, participants might not feel comfortable to share their honest opinion and experiences;
- One person might take the lead and "bias" everyone;
- Requires several representative users (min. 6) and more than one focus group, so the session is representative;
- All information is self-reported (which can lead to inconveniences such as bias, variance and lack of memory), so it’s useful to combine it with other methods.