Focus Groups
Focus groups allow researchers to collect data through guided conversations with a group of demographically similar people. This method is used to identify and explore how target groups think and behave, as well as throw light on "why", "what", and "how" questions.
- Related Capabilities
Process
In a typical focus group, participants talk. During the focus group, users talk about their experiences or expectations. The aim is not to verify or observe these experiences, just to listen and encourage conversation.
Focus groups can only assess what customers say. Since there are often major differences between what people say and what they do, direct observation of one user at a time should be done to supplement focus groups.
Conducting Focus Groups
When conducting a focus group:
- Decide on the range of topics you would like to cover before the session
- Pretest questions to ensure they are clear and logical
- Develop open-ended questions to encourage discussion
- Arrange questions in a way that flows naturally
- Hire a skilled moderator to facilitate the discussion
- Create a script so the moderator knows what to ask and which topics to cover
- Allow the moderator to change the order of questions and topics to keep the discussion flowing smoothly
- Plan to spend one to two hours with the group
- Record the sessions
- Have one or more note takers to ensure everything is captured
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