Gather insights, opinions, and feedback on a specific topic, product, or service in a group setting.
Project Stage:
Discover
Who:
Customer
Service Providers
Design Principles:
Focus Groups are group interviews. You won’t be able to go too deep with group interviews, but rather you will be able to get a general sense of what a stakeholder group is thinking.
Focus groups have similar roles as interviews, the facilitator and notetaker. However focus groups can be hard to moderate and a skilled facilitator will enable better outcomes for all.
Use it to
Get a general understanding of stakeholder groups thoughts and feelings about a top.
Top Tips
Keep group sizes manageable, between 6-10 participants are ideal. You can also break groups into smaller groups for parts of the sessions.
Focus groups can easily be hijacked by vocal participants who can dominate the conversation. The facilitators’ role is to manage the flow and ensure that all participants have time to contribute and to build on the conversations that are happening.
Consider choosing a co-creation activity such as journey mapping or persona creation instead of focus groups as these activities lead to opportunities to dig deeper into specific experiences and result in tangible outputs.
Focus Groups
Gather insights, opinions, and feedback on a specific topic, product, or service in a group setting.
Focus Groups are group interviews. You won’t be able to go too deep with group interviews, but rather you will be able to get a general sense of what a stakeholder group is thinking.
Focus groups have similar roles as interviews, the facilitator and notetaker. However focus groups can be hard to moderate and a skilled facilitator will enable better outcomes for all.
Use it to
Top Tips
Storyboarding
How Might We
6 Thinking Hats