The Pocket Universal Methods of Design, Revised and Expanded

056	Focus Groups

Gauging opinions, feelings, and attitudes about a product, service, marketing campaign, or brand

• The dynamic created by a small group of carefully recruited people, when guided by a skilled moderator, can provide insight into themes, patterns, and trends.
• Focus groups allow participants to openly share experiences, perceptions, wants/needs, and fantasies.
• Design-related inquiries may include:
  • – Reviewing processes that take place over time
  • – Explanations of what is not desirable about the current state
  • – Uncovering the underlying emotions while going through a given process
  • – Work-arounds and hacks to improve the process
  • – Learning how members establish social capital
  • – Understanding constructs and mental models shared ...