Focus Groups

Focus groups are used to gather raw data from people to identify user needs in the concept development phase. They can also be used for clarifying particular issues during a design phase and as an evaluation method. The result is usually a list of agreed (and disagreed) statements. With help of a good moderator, a discussion can reveal not only explicit but also implicit needs and reactions. This method is often recommended as a complementary one to interviews and observation. Some key issues for a successful meeting are carefully selecting and preparing participants, good preparation for the meeting, creating a democratic, supportive and informal atmosphere (e.g., refreshments are often provided), and skilful moderation of the discussion. Attention must be paid also to the individual needs of different users considering, for example, their diet and accessibility needs. Research suggests that groups of six to eight people are likely to raise most of the important issues between them, but sometimes larger numbers of participants representing different viewpoints can be fruitful, depending on the issue at hand. It may be desirable to include “critical users” representing the extremes of the user group to ensure inclusive design. Designers often use visual materials and physical models in group sessions, turning them into an interactive workshop.