Focus Groups
Focus groups are a qualitative research method in which a group of participants, typically 6-10 people, are gathered to discuss a particular topic or product. The group is moderated by a researcher who asks open-ended questions and encourages discussion among the participants.
When to use
Focus groups are useful for generating insights and ideas at the early stages of a project or for gathering feedback on a particular product or service. They can be used to explore user attitudes, opinions, beliefs, and behaviors.
Pros
- Can generate rich insights and ideas from group discussion and interaction
- Can help identify patterns and trends in user attitudes and opinions
- Provides a way to gather feedback from multiple users at once
- Can be cost-effective compared to one-on-one interviews
Cons
- May be influenced by dominant personalities in the group
- Group dynamics can sometimes inhibit discussion or prevent quieter participants from speaking up
- Results may not be generalizable to the wider population
- Can be difficult to recruit and schedule participants who fit the desired criteria
Learn more in the User Research: Comprehensive Guide article.