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What is a Focus Group?

 , updated on November 16, 2016
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.

Criticism

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
Type
Definition
A qualitative research method that assembles a group of 4-12 people to ask them questions and collect data.
Value
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
Go-To-Market
Latent Need
Market Fit
Market Research
Marketability
Moment Of Truth
Naive Design
Niches
Over-Positioning
Positioning
Premiumisation
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 Value

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Product vs Feature

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Service Development

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The difference between layout and composition.

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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.

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Elegance

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