Use focus groups to hear real voices

Focus groups are a practical way to hear directly how people think, feel, and talk about problems in their own words. They complement survey data by adding emotional depth and uncovering the reasons behind choices. To get reliable insights, it is important to recruit participants who resemble the actual target audience. That means going beyond colleagues or friends. Good sources include existing customer lists, professional networks, social media groups, or community spaces where potential users already gather. Casting a wide net helps ensure a variety of experiences rather than a single perspective.

Running the discussion requires both preparation and careful facilitation. A few practical guidelines can help make focus groups more effective:

• Create a neutral environment where participants feel comfortable sharing.
• Ask open and unbiased questions that encourage people to describe real situations rather than giving yes/no answers.
• Prevent louder voices from dominating by inviting quieter members to speak and limiting interruptions.
• Record the session and review it later to capture themes and patterns across comments.

Use these insights to identify genuine needs rather than imagined problems.