Focus groups can help to explore or generate hypotheses (Powell and Single, 1996)

Data gathering using Quantitative methods like surveys and questionnaire focus on determining how people think and feel on a large statistical scale. But it based on assumption that people have thoughts and opinions about your product.

What if they don’t ?

Well, that’s where the focus group studies come in. Focus group study is a qualitative research method done with a small subset of users around 5-6 in controlled environment. The unassuming environment gives users time to listen , analyse and form opinions. Its provides opportunity to get answers to questions from a thoughtful and informed user thus providing deep detailed  insights.

So, when to use a focus group ?

Conduct a focus group study when you have information on users general attitude and behaviour patterns but need a deeper insights to understand the same and in turn affect design strategy. Focus groups can also be for exploratory studies to do initial research to validate vision.  

Let’s get our hands dirty and see what exactly do we need for a Focus group study

1. To begin with Users – the most important part for any usability test is to recruit and prepare the right set of users. It’s becomes even more critical in case of focus group as there is no other aid that is used in this study to capture the user mental model and thoughts.
2. Questions – Prepare a set of open ended questions based on your quantitative data gathering to get the study started in the right direction. Limit the questions to 10 and keep them short and simple as participants will not see the questions. Every question should have a starter question, exploration question and end question to deep dive and get detailed information on the topic of discussion.
   Make sure your questions cannot be answered in simple Yes/No or you end up with the world shortest focus group study. An ideal time for each study group is 45 mins beyond which participants will become unresponsive and unproductive.
3. In addition to the above keep participant profile form, consent form, your observation sheet and reporting sheet ready

Well that’s it … you are now ready!