Summary: Well-run focus groups help gather some initial feedback from a group of people. However, their bias potential makes them insufficient as a standalone research method. Workshop techniques can help maximize participation and reduce the potential for bias.
It is no secret that the field of user experience often favors objective, observational research methods over subjective, attitudinal methods. After all, when something is observed, with proof that it has actually happened, it can be hard to argue against it. However, it takes more than observational research to truly empathize and understand the full complexity of a person’s experience, which includes emotional experiences, mindsets, values, and belief systems. Since there is no other way to gather this data (at the writing of this article, mind reading with neural implants is not possible) researchers must use attitudinal methods to solicit the thoughts and opinions of target customers. A focus group is one of these methods.
What Is a Focus Group?
Definition: A focus group is a qualitative, attitudinal research method in which a facilitator conducts a meeting or workshop (typically about 1–2 hours long) with a group of 6–9 people to discuss issues and concerns about their experiences with a product or service. The term “focus” relates to the role of the facilitator, who maintains the group’s focus on certain topics during discussions.
Traditionally, focus groups have been a market-research method, used to get a sense of some aspect of a product, service, or concept. In these settings, the focus would typically be on certain words, graphics, videos, or other noninteractive media. All participants are presented with the media as a group and then prompted to provide their thoughts to the facilitator and the rest of the group.
Therese Fessenden | Sciencx (2022-07-31T16:00:00+00:00) Focus Groups 101. Retrieved from https://www.scien.cx/2022/07/31/focus-groups-101/
Please log in to upload a file.
There are no updates yet.
Click the Upload button above to add an update.