Focus group
field
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.
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.
In practice
Focus groups are a popular technique for getting a broad view of a product’s requirements.
Phase(s) of use
In the following project phase(s) focus group can be used:
- Analysis
