From Discussion to Design: A Guide to Effective Focus Group Methodology

In UX, we all know or heard the term called “Focus Groups”.? A focus group is a qualitative attitudinal research method which usually conduct early stage of discovery and during product validation (before release). Not more than 6 to 9 participants in one session. You can conduct multiple sessions with different user groups. I will share some of the important tips later in this article.

In this article:

1. I will share my experience on focus groups and the challenges I faced during the session
2. When to select this research method
3. Pros & cons
4. Common setup for a focus group
5. Recommendations, references, tips

My experience on focus groups method

I have conducted focus groups (In person) activity several times in my career. During the session I have observed many interesting points apart from collecting feedbacks.

I still remember I was bit tensed when I conducted my first focus group session. The reason was:

• My first focus group session
• No prior knowledge
• Conducted the session in unfamiliar environment (Not recommended)
• Users/participants were from market leading brands
• Managed to convince stakeholders to conduct the session
• Budget was involved :(
• No proper helping hand/observer

Recently, I have conducted a focus group session with senior managers from different group (primary users of the product).

My goal was to understand:

1. Overall management goal and objectives
2. To identify whether most of the manager’s feedback are same or not

My preparation before the session

1. I was well prepared with set of questions, checklists, important points I need to use during the session
2. I sent mail invites to all the participants one week before the session
3. I clearly explained them why their inputs/participation will be crucial for the project
4. Ran a pilot session with colleagues (Mainly for duration)
5. Selected an observer and defined their role during the session
6. Facilities like meeting room, white board, markers, papers, recorders (Audio, video) etc.

I started with broad open ended questions and then narrow down the questions. Basically, I used funnel technics during the session. My colleague was taking notes during the session. The session lasted around 1:30 hour. Even after the actual session, we had our tea session (Received good number of inputs J). 7 participants were in the meeting.

When to select this research method

Focus group is not always required to conduct. As I already mentioned, it’s a qualitative research method. You can understand, it requires many things to conduct such as budget, time, approval, facilities etc. Now you can ask me why we call it “Focus”. Here focus means, when you are trying to know some specific feedback on specific issues, we try to focus on specific area. We do not cover a whole area of the product.

For example:

In my recent activity, I wanted to understand “why do we require our own event management system whereas we are using a third party tool?”

Now let’s discuss, when do we need to conduct focus group

• When we are trying to get some specific feedback on specific issues
• When you are unfamiliar or unsure about product information
• To know about the first impression, feel about the product
• If you are researching on some sensitive topic
• When you have good skilled facilitator
• When you have time, budget, infrastructure and resources

Analyze and generating report

In this phase you have to analyze the date you gathered from focus group. It’s your choice how you are going to analyze data. I am sharing my experience of analyzing focus group data. While analyzing data, please pay attention to the specific keywords that your participants mentioned multiple times. You can consult with your colleague who was in the meeting as note takers.

For example:

• In my session, most of the participants mentioned “attendance” metrics is very important to them. They were more interested on numbers.
• Consider metrics while analyzing and generating report on focus group data. For example: Over 80% participants agreed to have own event management system.

I have generated these data into ppt format. I kept audio and video recordings in teams channel. You can generate your findings as per your choice and tool.

Pros & Cons

Researchers say, focus group has more limitations than benefits. I also felt so J. But one thing we have to keep in mind that focus group has also few benefits if we conduct with small group of well-chosen people. Also, focus group should be conducted by well skilled facilitator. But again, it depends on your research goals. Now let’s check some of the pros & cons of focus group.

Pros

• It’s a qualitative research method that gives you initial feel about the product
• Focus group activity can target specific issue
• It is very useful when you are working on internal product and the users are your organization’s employees
• As because it’s a small group discussion, it can bring new ideas into the table.

Cons

• It’s not a good method to understand users behaviors
• Biased feedback is one of the main issue for focus group
• Skilled facilitators required
• Small sample size data
• Time consuming
• Infrastructure needed
• Budget involved
• To get small feedback we need massive arrangements

Common setup for a focus group

• People sitting around a table with name card
• Microphone & camera for recording the session
• Observers can seat inside but not with the participants
• Sitting arrangements (Not so closure with other participants)
• Whiteboard, blank papers, markers, sticky notes
• Noise free meeting room
• Tea, coffee, cookies, water or any other refreshments with comfortable sitting arrangements

Recommendations, references, tips

In my experience, everyone should conduct focus group activity at least once. Some of the references you can follow:

Tips

• Make sure your questions are well structured before asking
• Keep enough space between two chairs
• Ask participants to write their feedback on notebook (When you feel feedback can be biased one)
• Don’t arrange too much of refreshments or foods. This can distract participants from actual topic
• Don’t be very serious while discussing
• When you see, a specific person are saying most of the time, try to change the topic and ask for everyone’s opinion
• But make sure, when you are changing the topic, that specific person should not feel that you are trying to stop his opinion

This article is completely based on my past experiences and challenges I faced so far. I have tried to bring most of the important points here. I would love to appreciate your comments, feedback on this. Do not hesitate to share your experience.

For discussion, opportunities, guidance, suggestions, you can DM to me any time through LinkedIn Sugata Chaki

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