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.
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