Glossaries
Focus Groups
What are Focus Groups in User Research?
Focus groups are a qualitative research method where a small group of participants, typically 6-10 people, are brought together to discuss a specific topic or product under the guidance of a moderator. This technique is used to gather in-depth insights, opinions, and feedback from target users or customers.
Synonyms: Group interviews, Discussion groups, User feedback sessions, Qualitative research groups
How Focus Groups are Conducted in User Research
Focus groups are typically conducted in a comfortable setting where participants can freely express their thoughts and opinions. A skilled moderator leads the discussion, asking open-ended questions and encouraging interaction among participants. The session is usually recorded for later analysis, and observers may watch behind a one-way mirror or via video feed.
Benefits of Using Focus Groups in User Research
Focus groups offer several advantages in user research:
- Rich, qualitative data: They provide deep insights into user perceptions, attitudes, and behaviors.
- Group dynamics: Interactions between participants can spark new ideas and reveal unexpected insights.
- Efficiency: Researchers can gather diverse perspectives from multiple participants in a single session.
- Flexibility: The moderator can adapt questions based on the flow of the discussion.
When to Use Focus Groups in the Design Process
Focus groups are particularly useful at certain stages of the design process:
- Early concept testing: Gathering initial reactions to new product ideas or features.
- User needs assessment: Understanding pain points and desires of target users.
- Competitive analysis: Exploring user perceptions of competing products or services.
- Marketing strategy development: Gaining insights into user preferences and motivations.
Frequently Asked Questions
- How long does a typical focus group session last?: Most focus group sessions run between 60 to 90 minutes, though some may extend up to 2 hours depending on the complexity of the topic.
- How many participants should be in a focus group?: Ideally, a focus group should have 6 to 10 participants. This size allows for diverse opinions while still being manageable for the moderator.
- Can focus groups be conducted online?: Yes, online focus groups have become increasingly popular, especially since the COVID-19 pandemic. They can be conducted via video conferencing platforms, offering greater flexibility in participant recruitment and attendance.
- How do focus groups differ from one-on-one interviews?: While both methods gather qualitative data, focus groups leverage group dynamics to stimulate discussion and generate ideas. One-on-one interviews, on the other hand, allow for more in-depth exploration of individual experiences and opinions.