Beyond the Focus Group

Focus groups are popular amongst marketing professionals for good reason. They are relatively quick to organise and the feedback is instantaneous. A wide range of views can be assembled from people from a wide range of backgrounds. When focus groups go well, the data can be extremely useful in identifying profitable design routes. Plus any technique that gets companies closer to their customers can't be all bad.

System Concepts (2005). Articles>Usability>Methods>Focus Groups

Focus Groups to Study Work Practice

Focus groups are a good way to learn how people approach tasks and to get an overview of work that spans hours or days or longer periods. Focus groups can be a great way to learn about the work that occurs 'between' or 'around' the tools we build.

Ede, Meghan R. Useit (2002). Articles>Usability>Methods>Focus Groups

Focus Groups to Study Work Practice

My definition of focus groups is very broad. I consider focus groups to occur whenever a group of people are invited to participate in a moderated discussion on a specific topic. I usually use focus groups very early in the design, to better understand potential users of a product or service. This differentiates usability focus groups from marketing focus groups, which often seek to learn reactions to a finished product. Focus groups differ from usability studies in that the participants are not asked to use a product. They differ from participatory design sessions because the participants are not asked to contribute or comment on design ideas. In a focus group, all I want participants to do is talk.

Ede, Meghan R. Usability Interface (1998). Articles>Usability>Methods>Focus Groups

How to Get Beneath the Surface in Focus Groups

It should come as no surprise that you can't always believe what you hear in focus groups, or anywhere else. Some people still believe that any moderator who can put participants at ease will get them to talk 'openly,' creating the 'right atmosphere' where the truth will come pouring out. This attitude has all too often led to findings which are clear-cut, simple, unambiguous and wrong. Are the things people are saying when pressed in focus groups really what moves them? How do you sort out the ambiguity, vagueness, omissions, contradictions, biases and irrelevancies of groups? Surely some of the most important motivators cannot easily be put into words: they are feelings, attitudes, values and beliefs that people may not be consciously aware of. How do you get beneath the surface to these hidden motivators? How do you eventually come out with the truth, the whole truth and nothing but the truth? I have agonized over these issues for 26 years in thousands of groups. I still agonize over them in each and every project I undertake.

Silverman, George. MNav.com (2000). Articles>Usability>Methods>Focus Groups

A Primer on Using Focus Groups in Technical Communication  

In technical communication, focus groups are a relatively new method for analyzing audience needs and for evaluating technical documents. As an outgrowth of usability testing, focus groups have been used primarily as a means of revising texts. Their application to technical communication projects is much broader, however, as they can be used at any stage of a project and for a multitude of purposes. As technical communicators place more emphasis on satisfying their clients, we can expect focus groups to become increasingly popular. This primer explains what they are, when and why to use them, and how to plan them.

Abbott, Christine and Philip Eubanks. STC Proceedings (2002). Articles>Usability>Methods>Focus Groups

The Use and Misuse of Focus Groups

Focus groups often bring out users' spontaneous reactions and ideas and let you observe some group dynamics and organizational issues. You can also ask people to discuss how they perform activities that span many days or weeks: something that is expensive to observe directly. However, they can only assess what customers say they do and not the way customers actually operate the product. Since there are often major differences between what people say and what they do, direct observation of one user at a time always needs to be done to supplement focus groups.

Nielsen, Jakob. Useit (1997). Articles>Usability>Methods>Focus Groups

Want Free Beer?

Whether you are testing the User Interface for a new technology or just re-branding your service, chances are that you could benefit from some sound market feedback. The good news is that you don't have to spend weeks on research or thousands of dollars to get it. Café testing - quick, low-cost, informal market testing at a café - can help you get the feedback you need fast. This article tells you everything you need to know to get started.

Burns, Erik. GotoMedia (2004). Articles>Usability>Methods>Focus Groups

Focus Groups - Advantages and Limitations

Focus groups are a great way to collect information from several people very quickly and cost effectively. They are mainly used to gauge people’s reactions and feelings to items, however when used appropriately they can also be used as part of user requirements gathering.

Frontend Infocentre (2009). Articles>Usability>Methods>Focus Groups