Focus groups

Focus groups bring together small groups of users or potential customers to gather in-depth feedback through guided discussions. This research method offers rich qualitative insights and reveals how people talk about your product in a social context. Focus groups excel at uncovering emotional responses, exploring complex topics, and generating new ideas through group interaction. Unlike one-on-one interviews, they capture how opinions form and evolve through conversation.

To run an effective focus group:

• Select diverse participants: Aim for 6-8 participants who represent your target users but bring varied perspectives. Consider including both current and potential users.
• Create a discussion guide: Prepare open-ended questions that encourage conversation rather than simple yes/no answers. Arrange topics in a logical flow.
• Choose a skilled moderator: The facilitator should be able to guide discussion without leading participants, draw out quieter individuals, and prevent dominant personalities from controlling the conversation.
• Observe and document: Record the session (with permission) and take notes on both verbal and non-verbal reactions. Consider having team members observe through a one-way mirror or video feed.

Focus groups are particularly valuable for:

• Testing concepts before development
• Exploring user reactions to competitors
• Understanding purchasing decisions
• Generating ideas for new features
• Identifying pain points and workarounds