Goal
Gain insights into people’s feelings and thoughts and a more detailed, nuanced, and richer understanding of their perspectives on ideas, products, and policies.
What
A moderator conducts a collective interview of typically 6 to 8 participants for a 45 to 90 minutes discussion, centered around a question, topic or prototype.
Where
Meeting room with observation equipment
Who
Five to ten people, researcher, discussion leader
How
First make a focus group plan with detailed time schedule, questions and topics. Install video recording equipment to film and later analyse the results. Supply drinks and snacks for your participants. Make people feel comfortable, reminding them regularly that everyone’s opinion matters and ensure and manage diversity of participants
Pros
face validity
straightforward
sensitive topics
co-creation and synergy
Cons
external validity
observer dependency
social desirability bias
