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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.
CriticismFocus 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.|
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.
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A guide to product development.
A checklist for developing a product strategy.
An overview of product differentiation.
The business difference between products and services.
A definition of moment of truth with a few examples.
A definition of product value with examples.
The difference between a product and a feature.
A definition of productization with examples.
A definition of target costing with examples.
A definition of market fit with examples.
The steps to develop and launch a new service.
A comprehensive guide to design.
An overview of color theory.
The difference between layout and composition.
The difference between modeless and contextual user interfaces explained.
A list of common types of design.
The steps in a design process.
The common types of design quality.
A definition of universal design with examples.
A definition of sensory design with examples.
An overview of emotional design.
The definition of elegance with examples.
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