We have recruited, organised and held focus groups for several of our clients. These can take place at any stage of the project, and act as an excellent way to understand a group dynamic and how groups of users in clusters behave. It is also a great opportunity to garner more emotive feedback and test concepts through the use of mood boards, early scamps or paper based wireframes. By involving real-world people in the design process at an early stage it mitigates risk by ensuring we deliver a service experience based on real user needs.

Getting and keeping focused 

We have recruited, organised and held focus groups for several of our clients. These can take place at any stage of the project, and act as an excellent way to understand a group dynamic and how groups of users in clusters behave. It is also a great opportunity to garner more emotive feedback and test concepts through the use of mood boards, early scamps or paper based wireframes. By involving real-world people in the design process at an early stage it mitigates risk by ensuring we deliver a service experience based on real user needs.

A focus group is a form of qualitative research, conducted in an informal and natural way. A group is typically comprised of five to ten participants and lasts around two hours. It is run by a moderator who maintains the group's attention. Participants are either recruited on the basis of similar demographics, psychographics and technological proficiency and require a few representative users. For this reason, more than one focus group is run. In the session participants are encouraged to freely give their views and talk about their experiences and expectations on any aspect of the site. The moderator is often able to observe some group dynamics and witness organisational issues that emerge.

Focus groups are a fantastic way to better understand the motivations of your users and their perception of the site. The valuable feedback gained during a focus group session is significant in developing or verifying your user Personas, which are the key target audiences of your site. One of the main benefits of running focus group sessions is to discover what users want from the system.

Focus Groups
“Happens at any stage of the projects, and acts as an excellent way to understand a group dynamic and how groups of users in clusters can behave.”