Focus groups how to run them

Focus groups - how to run them

Focus groups are fundamental as an input into any web design decisions - find out how to plan and successfully run them.

 

 

A focus group involves encouraging an invited group of participants to share their thoughts, feelings, attitudes and ideas on certain subject. Organising focus groups within an organisation can also be very useful in getting buy-in to a project from within that company.

When and why to use focus groups

Focus groups are most often used as an input to design.

Advantages of focus groups include:

- Quick, cheap and relatively easy to assemble
- Good for getting rich data in participants' own words and developing deeper insights
- People are able to build on one another's responses and come up with ideas they might not have thought of in a 1-on-1 interview
- Good for obtaining data from children and/or people with low levels of literacy
- Provides an opportunity to involve people in data analysis (e.g. "Out of the issues we have talked about, which ones are most important to you?")
- Participants can act as checks and balances on one another - identifying factual errors or extreme views

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