Focus group

Why

A focus group discussion is an efficient way to gain insight into how people think about an issue, without having to interview each person separately.

How

Invite a group of 5–10 people for a 45–90 minutes discussion, which can focus on a question, topic or prototype. Create a positive atmosphere: make people comfortable, regularly remind them that everyone’s opinion matters, ensure and manage diversity among participants, and so on.

Practice

Focus groups are a popular technique for getting a broad view of a product’s requirements.

Ingredients

• An activity plan with a time schedule, questions and topics.
• Video recording equipment to film and later analyse the results.
• Drinks and snacks for your participants.
• Group management skills.

Phases

• Analysis

Trade-offs

Read more about the trade-offs: Inspiration or Data / Expertise or Fit / Overview or Certainty.