Group discussions to gather diverse opinions and insights.
When
Focus groups can be useful for discovery early on but they are best suited to Solution Validation and later as a forum for testing new features or changes to an existing product.
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Why
Focus groups are useful when you want to gain insight into the opinions of your users in a group setting. Having a specific concept, prototype, brand or experience to research is important if you want to get actionable meaningful insights.
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Supplies & Resources
Focus groups can be very formal or more conversational but it's important that they be structured and in a controlled space like a closed office or meeting room. Be sure to prepare a plan to guide your recruiting the discussion that you want to have. Questions can come in lots of different formats to tease out different insights.
The Interaction Design Foundation has a comprehensive guide here that outlines tactics that facilitators can employ when conducting a focus group and interesting angles and exercises that can be used to elicit different kinds of insights in a group setting.
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