What it is
A focus group is a moderated discussion that lasts about two hours and covers a range of pre-selected topics.
In traditional focus groups, a screened (qualified target audience) group of respondents gathers in the same room. A moderator guides the group through a loosely structured discussion that probes attitudes about a client's proposed products or services. The moderator is typically given a list of objectives or an anticipated outline. Additional questions might serve to initiate open-ended discussions.
When to use
Pro's / Gains
- Discover what users want/desire/belief
- Observe group dynamics and organizational issues
- Show users spontaneous reactions and ideas
Con's / Disadvantages
- Don’t trust what people say or pretend to do
- Possible bias through specialized groups
How to perform
- Select representative participants.
- Identify problem area (what you want to learn).
- Prepare a script for the moderator to follow.
- Hire a skilled moderator (facilitator).
- Allow flexibility during the test to keep the discussion flowing.
- Tape and/or observe the test.
- Create good notes of the test.