Glossaries
Group Interview
What is a Group Interview in User Research?
A group interview in user research is a qualitative research method where a moderator facilitates a discussion with multiple participants simultaneously to gather insights, opinions, and feedback on a product, service, or concept.
Synonyms: Focus group, Group discussion, Collective interview, Multi-participant interview
Benefits of Group Interviews in User Research
Group interviews offer several advantages in the user research process:
- Efficiency: Researchers can gather insights from multiple participants in a single session, saving time and resources.
- Dynamic interactions: Participants can build on each other's ideas, leading to richer discussions and unexpected insights.
- Diverse perspectives: Group settings encourage a variety of viewpoints, helping researchers understand different user needs and preferences.
How to Conduct Effective Group Interviews
To maximize the value of group interviews in user research:
- Prepare a discussion guide with open-ended questions to encourage conversation.
- Select a diverse group of 6-8 participants who represent your target audience.
- Create a comfortable environment that promotes open dialogue.
- Use active listening techniques and probe for deeper insights.
- Manage group dynamics to ensure all voices are heard.
Comparing Group Interviews to Other Research Methods
Group interviews have unique characteristics compared to other user research methods:
- Focus Groups: Group interviews are often less structured and allow for more natural conversation flow.
- Individual Interviews: Group settings provide social context but may limit the depth of personal experiences shared.
- Surveys: Group interviews offer qualitative insights and allow for follow-up questions, unlike quantitative surveys.
Frequently Asked Questions
- What's the ideal size for a group interview?: The ideal size is typically 6-8 participants, allowing for diverse perspectives while still being manageable.
- How long should a group interview last?: Most group interviews last between 60 to 90 minutes to maintain participant engagement and cover key topics.
- Can group interviews be conducted remotely?: Yes, with video conferencing tools, group interviews can be effectively conducted remotely, offering greater flexibility in participant recruitment.
