Questions it can answer
- What are the general perceptions around our product or service?
- How do people talk about the product or service in group settings?
- What is the general reaction to a broad vision, direction or concept?
What is a focus group?
Focus groups involve 5 to 10 target users having a moderated discussion around a research topic. The unique aspect of a focus group comes from participants discussing ideas, attitudes and behaviors with each other. Being part of a group discussion can make people feel more comfortable and it’s possible to expose thoughts or opinions that participants may feel uncomfortable sharing in a 1-1 interview with a researcher. It’s possible to introduce product concepts, visions or ideas to focus groups, but they should never be used to evaluate the detail of a design.
When to use it. Focus groups are best used when gathering insight to inform the overall vision and strategic direction of a product or service. They are great at exploring the big picture concepts to inform strategic decision making.
Related guide: For example focus group questions and moderation tips, see our focus groups guide.
Do it faster with a Claude skill: Discussion guide builder. Builds a first draft of this study in Claude that you can edit before you send it.
Advantages
- Uncover perceptions around a topic that may not come out through an interview
- Observe group discussion to identify areas of consensus and conflicting opinion
- Gain insight in how people will talk about the topic within a group setting
Limitations
- Rely on what people say and there’s no ability to observe people in a real context
- Can result in groupthink, where the individuals conform with the general view of the group over their own individual beliefs
- Dominant personalities or people with very strong views can dominate the group and steer them to agree with their view
Frequently asked questions
How many people should be in a focus group?
Five to ten participants, as the definition above says. Fewer than five limits the discussion between participants; more than ten leaves some people barely speaking.
How do I structure a focus group session?
Welcome and ground rules, a warm-up question everyone answers, two or three main topics with prompts, any concept or stimulus you want reactions to, then a closing round. Plan 60 to 90 minutes.
Can I run focus groups in Great Question?
Yes, on the Enterprise plan. Focus groups, card sorting and tree testing are not included in self-serve.