What it is

A focus group is a moderated discussion that lasts about two hours and covers a range of pre-selected topics.

In traditional focus groups, a screened (qualified target audience) group of respondents gathers in the same room. A moderator guides the group through a loosely structured discussion that probes attitudes about a client’s proposed products or services. The moderator is typically given a list of objectives or an anticipated outline. Additional questions might serve to initiate open-ended discussions.

When to use

Requirements phase

Cost

High

Output

Non-Statistical

Sample Size

6-9 users

Pro’s / Gains

• Discover what users want/desire/belief
• Observe group dynamics and organizational issues
• Show users spontaneous reactions and ideas

Con’s / Disadvantages

• Don’t trust what people say or pretend to do
• Possible bias through specialized groups

How to perform

• Select representative participants.
• Identify problem area (what you want to learn).
• Prepare a script for the moderator to follow.
• Hire a skilled moderator (facilitator).
• Allow flexibility during the test to keep the discussion flowing.
• Tape and/or observe the test.
• Create good notes of the test.

References

• Usability.gov; Focus Groups; http://www.usability.gov/methods/focusgroup.html
• Nielsen, J.; The Use and Misuse of Focus Groups; http://www.useit.com/papers/focusgroups.html
• wikipedia; Focus Group; http://en.wikipedia.org/wiki/Focus_group

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