LISTEN IN ON A LIVE GROUP DISCUSSION AMONG YOUR TARGET AUDIENCE.

A focus group is an interview with a small group of people who share key characteristics in relation to a specific topic but who do not know each other (for example, recruiters who use online job boards or VPs of Engineering of small software companies). Focus groups can be run in person, online, or over the phone.

What is a focus group and why might I consider one to enhance the design of my online product?

Focus groups are most valuable for design teams who want to better understand the perceptions, opinions, beliefs, and attitudes of a target market. They can help you

brainstorm for solutions to a design or market challenge
understand where your product fits relative to the competition
learn more about why customers buy your product
explore emerging trends and gather feedback to new product concepts

How can a skilled moderator help me achieve my objectives?

Having the right moderator is crucial to a productive focus group. The skilled moderator creates a relaxed atmosphere in which participants share their opinions, reactions, and perspective about your product. They have an instinct about the group’s energy and direction and know how to draw accurate and complete meaning from each remark. They create a respectful, safe, and open place for participants to speak their minds. They keep things moving and make sure everyone participates, dealing productively with “dominators” and “cynics” in the group to maximize the session’s productivity. They also know how to take advantage of serendipitous conversation to help you meet your research goals. Good moderators know how to ask the right questions and activities to maintain group energy and encourage deeper thinking.

What is involved in running a focus group?

Successful focus groups are a result of careful planning and attention to detail. Generally we recommend 4-6 groups from different geographies. Once we decide with you that focus groups are the best way to meet your research objectives, UR will work with you every step of the way to ensure that the process is smooth and headache -free for you. We’ll work with you to identify user groups, manage the recruitment and facilities, and create the discussion guide. We also capture all sessions on audio, video, and transcription so that nothing is left to memory.

What will I receive when the focus groups are complete?

At Usability Resources we “design with the end in mind” – the output from a focus group depends on what you want. Some clients want a detailed report, others value the “in the moment” experience of observing target users discuss their topics. We debrief with you to gather your “A-ha’s” and to learn the insights from these sessions of most value. Our reports are structured to communicate key findings as well as the implications and recommendations that follow from the new insights.

Why should I choose Usability Resources to facilitate my focus group?

Skilled facilitation is the key to ensuring productive focus groups. In addition to her extensive background in IT and usability testing, Usability Resources founder Kay Aubrey has many years of experience working with groups. She is a RIVA-certified Master Moderator and holds an MSW in Group Work and Community Organizing from Boston University. Kay’s experience and training in focus groups ensure that you’ll receive the maximum benefit from this powerful tool.