Gain insights into people’s feelings and thoughts and a more detailed, nuanced, and richer understanding of their perspectives on ideas, products, and policies.
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.
Meeting room with observation equipment
Five to ten people, researcher, discussion leader
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
co-creation and synergy
social desirability bias