Focus Groups

Focus groups are structured group interviews.

Properties

• Questions are posed to a group of participants.
• Interview questions are structured with contingencies. The question guide is similar to that used for interviews and contextual inquiries.
• Participants raise issues, which may then usefully cue additional responses from other participants.
• Answers can be based on a consensus. Differing views can be noted.
• Focus group environment is an isolated room and not where user experiences occur.

Topics

• Value of focus group
• Planning
• Strategies
• Potential problems
• Data Collection and Analysis

Slide Presentation from Previous Course

Daniel Mittleman presented the component on focus groups in previous offerings of this course. Here is his slide presentation. It describes different types of focus groups and focus group facilities. Also note Bob's rule.

Items for discussion

• How does the cost of focus groups compare to other interview methods?
• How is focus group recruiting different from recruiting for other interview methods?
• In relation to other user research methods (e.g. interviews, surveys), at what time should a focus group be conducted?