Understanding Your Users

CHAPTER 12

FOCUS GROUPS

INTRODUCTION

WHEN SHOULD YOU USE A FOCUS GROUP?

THINGS TO BE AWARE OF WHEN CONDUCTING A FOCUS GROUP

PREPARING TO CONDUCT A FOCUS GROUP

Preparation Timeline

Identify the Questions You Wish to Answer

Players in Your Activity

Inviting Observers

Activity Materials

CONDUCTING A FOCUS GROUP

Activity Timeline

Welcome the Participants

Introduce the Activity and Discussion Rule

The Focus Group Discussion

DATA ANALYSIS AND INTERPRETATION

Debrief

Analyzing Quantitative Data

Analyzing Qualitative Data

COMMUNICATE THE FINDINGS

MODIFICATIONS

LESSONS LEARNED

PULLING IT ALL TOGETHER

CASE STUDY: ENGINEERING COLLABORATIVE TOOLS: A DIFFERENT USE

Introduction

In a focus group, six to ten individuals are brought together to discuss ...