Focus Groups
summary | detail | methodology
Focus groups are heavily used in market research, but they can also be a good source for collecting usability data. Tec-Ed conducts both classic market research focus groups and usability focus groups. In a traditional focus group, people with similar backgrounds who don’t know each other discuss selected topics with the assistance of a facilitator. In a usability focus group, they not only discuss topics but also explore a product together.
Focus groups take advantage of group dynamics in which people interact and spark ideas from one another, as they do in real life. A skilled facilitator creates an atmosphere where participants feel free to express diverse points of view, with no pressure to agree or support particular ideas. The goal of a focus group is to generate lots of interactions and ideas, not to reach consensus or make decisions.
Most focus groups today have both branding and behavioral components, to collect qualitative data for product design and marketing purposes.
When to Choose This Method
Focus groups are useful when schedules are tight or information is sensitive. Focus groups can be planned and conducted quickly. The small size of each group—usually no more than 10 people—is helpful for collecting feedback on confidential or proprietary concepts.
A benefit of focus groups for the early stages of product design is the ability to adjust topics between sessions, as the product team’s interests and need for information evolve. Adjusting topics reduces comparability between the groups, but if the first participants’ reactions clearly indicate the need for a change in product positioning, we can collect more relevant data in the remaining sessions.
What You Can Learn From This Method
Focus groups can be an effective way to learn about the needs, perceptions, and preferences of your customers to inform product design. Usability focus groups are especially valuable for learning about the target audiences for a product.
Product team members who observe the focus groups can speak directly with the participants after the sessions, if desired.
What You Cannot Learn From This Method
The data collected in focus groups is highly qualitative and not statistically meaningful. In usability focus groups, although we observe some user task behavior, the task behavior is collaborative. Focus groups do not yield data on individual behavior or performance.
Sample
Related Topics
Related Tec-Ed Papers or Publications
- “Focus Groups” (Chapter 12) from Understanding Your Users : A Practical Guide to User Requirements Methods, Tools, and Techniques, Courage and Baxter.
