Chapter 12

Focus Groups

Abstract

In a focus group, six to ten end users are brought together for an hour or two to provide information in response to a series of questions, or to provide their subjective response to product demonstrations/concepts. Often, participants are given tasks to complete with prototypes of the product so that they may have a better frame of reference from which to speak. Presenting the questions or product to a group sparks group discussion and can provide more information than interviewing individuals alone.

Focus groups are best suited for idea generation rather than formal evaluation and analysis. You can also discover problems, challenges, frustrations, likes, and dislikes among users; however, you cannot use ...

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