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What is a Focus Group?

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A focus group is a qualitative research method that assembles a group of 4-12 people to ask them about their ideas, impressions, perceptions, tastes and feelings about concepts, designs, products, packaging or experiences. The term implies a process for turning such conversations into data. The demographics of the focus group is typically carefully designed. Groups may be given case studies, product samples or user interfaces.


Focus groups may suffer from social biases such as the abilene paradox. Generally speaking, using focus groups to make design decisions can end with bland designs and products. In many cases, focus groups are over-focused on data. They can be valuable beyond data as design teams may get ideas from seeing real customers playing with prototypes and reacting to design concepts.
Overview: Focus Group
A qualitative research method that assembles a group of 4-12 people to ask them questions and collect data.
Seeing customers react to designs, formulations, products and experiences before you scale.
Related Concepts

Product Development

This is the complete list of articles we have written about product development.
Brand Development
Competitor Analysis
Critical To Customer
Customer Analysis
Customer Needs
Design Considerations
Design Principles
Design To Value
Early Adopters
Feasibility Study
Figure Of Merit
Latent Need
Market Fit
Market Research
Moment Of Truth
Naive Design
Packaging Design
Product Analysis
Product Culture
Product Design
Product Functions
Product Marketing
Product Metrics
Product Planning
Product SWOT
Proof Of Concept
Sensory Analysis
Social Features
Target Market
Time To Market
More ...
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Product Development

A guide to product development.

Product Strategy

A checklist for developing a product strategy.

Product Differentiation

An overview of product differentiation.

Product vs Service

The business difference between products and services.

Moment Of Truth

A definition of moment of truth with a few examples.

Product Value

A definition of product value with examples.

Product vs Feature

The difference between a product and a feature.


A definition of productization with examples.

Target Costing

A definition of target costing with examples.

Market Fit

A definition of market fit with examples.

Service Development

The steps to develop and launch a new service.


A comprehensive guide to design.

Color Theory

An overview of color theory.

Layout vs Composition

The difference between layout and composition.

Modeless vs Contextual

The difference between modeless and contextual user interfaces explained.

Types Of Design

A list of common types of design.

Design Process

The steps in a design process.

Design Quality

The common types of design quality.

Universal Design

A definition of universal design with examples.

Sensory Design

A definition of sensory design with examples.

Emotional Design

An overview of emotional design.


The definition of elegance with examples.
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