056 | Focus Groups |
Gauging opinions, feelings, and attitudes about a product, service, marketing campaign, or brand
- The dynamic created by a small group of carefully recruited people, when guided by a skilled moderator, can provide insight into themes, patterns, and trends.
- Focus groups allow participants to openly share experiences, perceptions, wants/needs, and fantasies.
- Design-related inquiries may include:
- – Reviewing processes that take place over time
- – Explanations of what is not desirable about the current state
- – Uncovering the underlying emotions while going through a given process
- – Work-arounds and hacks to improve the process
- – Learning how members establish social capital
- – Understanding constructs and mental models shared by group members
- Pay attention to the logic behind conclusions, stories, metaphors, and analogies, as well as how participants describe their experiences, preferences, and memories.
See alsoDirected Storytelling • Laddering • Surveys
A skilled moderator guides a focus group. Sessions are commonly recorded, or stakeholders may observe the session through one-way glass or on-screen.
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