Focus Groups

What is it?

Focus groups usually involve six to ten respondents in a group discussion lasting two to three hours, moderated by a skilled facilitator.

What is it useful for?

It helps you get a broad overview of users' reactions to and ideas about a topic.

How can I do it?

A facilitator can lead the group through a series of exercises designed to uncover their thoughts on the given topic. Good preparation of these exercises is vital, as is creating a democratic, supportive and informal atmosphere. The aim of focus groups is to get people talking freely and informally, so it's important that the people feel comfortable with the others in the room, otherwise they might go quiet. The sample of people you choose to come to the session will usually represent part of your user group. Sometimes a video link or two-way mirror is used to allow the development team to observe the focus group. The session could also be videotaped for future reference.