Focus groups are group discussions of 6 to 12 people, led by a moderator. This method is used to get feedback about a product or service design in an open conversation.
1. Select a moderator and decide on a common thread. Plan the session, write the questions, procedure and agenda for the session.
2. Recruit participants (based on your target group and goals).
3. Arrange a room/space where the group can sit around a table and discuss according to your questions.
4. The moderator prepares the session and starts, manages and wraps up the conversation.
5. Assign someone to take notes and afterwards transcribe the session.
6. Analyze the session and summarize findings in a document.
When there is an already existing solution or to identify current opportunities in a specific field.
To get different views on a product or service.
The moderator has to keep the conversation close to the topic and ask relevant questions.
A (video) recording or a transcription of the conversation and a document with main findings and conclusions.
Process the main findings by adjusting the product, design or service where needed.
GREENBAUM, Thomas L. The practical handbook and guide to focus group research. Lexington, MA: Lexington Books, 1988. MORGAN, David L. The focus group guidebook. Sage publications, 1997.