Focus groups are frequently related with user studies. In particular, it is a way for researching experiences via a mediated discussion. Popularity is attributable, in part, to its quick and inexpensive organising, which translates into important information on user thought processes.
It is considered that organising such a meeting is straightforward.
If the participants have been carefully selected, each will have relevant experiences and be able to share them. Emerging perspectives are followed by a conversation.
In turn, the researcher moderates but primarily watches such a group. Changing the discussion’s dynamics, emotions, reactions, attitudes, and direction. From these observations, research material is produced.
If we need to examine the interface, the focus group talks can yield insights that indicate the project’s strengths and flaws in the analysis.
Using this research strategy in the context of UI has the potential to produce inaccurate results. Occasionally, users are inventive. Instead of debating the issue, they move on to ideas for interface development. Although well-intentioned, these proposals have no practical benefit.
Even worse, when the researcher himself asks about personal preference, he would inquire about colours, layout, precise element usage, and logos. Users have a highly subjective perspective, yet they are not designers and lack the expertise to provide advise.
The only thing that can be used for this type of remark – which goes beyond the scope of the focus group – is a hypothetical indicator of interface elements that attract greater user attention.
Due to the risk of collecting opinions rather than observations, user testing is suggested above focus groups for interface improvement. There, participants concentrate on interaction. They are given scenarios and tasks to complete while they are calmly observed. Only natural and living interactions have scientific significance and can be analysed. Thus, the interface’s strengths and flaws are highlighted.
So how can you properly utilise focus groups?
If we continually disregard the opinions of participants and concentrate on monitoring their attitudes, we can learn:
The final point is particularly significant. Focus groups should never be used as an independent source of data for the optimization of a digital product if they are to deliver results. Rather, they should be a component of wider research.
To obtain the most helpful data that reveal the underlying strengths and shortcomings of the interface, additional research is required. Ideally, diverse. Depending on the data we wish to collect, it may be worthwhile to augment the results of a focus group with information from usability tests or in-depth interviews if the focus group is used initially.
With information from multiple surveys, it is easier to identify common themes. Observing the interactions of other users throughout the usability test can be used to verify, for instance, the challenges that participants discuss in the group.
In conclusion, to maximise the effectiveness of a focus group, you should:
It is not a simple endeavour. It involves expertise, understanding in the field of research methodologies, intuition and empathy during the construction of the scenario and questions, as well as the capacity to observe responders, monitor the discussion, and record valuable information.
All of this affects the quality of the applications that will be utilised to generate product-optimizing recommendations. Therefore, while forming a focus group, it is advisable to speak with seasoned researchers, who will select the appropriate equipment and advise optimal working procedures.
