• The 4 Phases
    • All Methods
    • Phase 1Observation
      • 5 Whys
      • 6 Thinking Hats
      • AEIOU Framework
      • Card Sorting
      • Content Audit
      • Contextual Inquiry Plan
      • Crazy Eights
      • Empathy Map
      • Focus Groups
      • Future Trends
      • How Might We
      • Hypothesis Testing
      • Jobs-to-be-done (JTBD)
      • Journey Mapping
      • Mind Mapping
      • Moodboards
      • Mystery Shopping
      • Netnography
      • Observation
      • Personas
      • Poems
      • Product Love Letters
      • Stakeholder Map
      • Surveys
      • World Café
    • Phase 2Creation
      • 6 Thinking Hats
      • Brainstorming
      • Card Sorting
      • Challenge Assumptions
      • Could, Should, Must
      • Crazy Eights
      • Emotional Journey Map
      • Empathy Map
      • Focus Groups
      • How Might We
      • Hypothesis Testing
      • Innovation Board
      • Jobs-to-be-done (JTBD)
      • Journey Mapping
      • Mind Mapping
      • Mobile Diaries
      • Moodboards
      • Personas
      • Product Love Letters
      • Stakeholder Map
      • Storyboards
      • Surveys
      • User Testing
      • Value Proposition
      • World Café
    • Phase 3Implementation
      • A/B Testing
      • Could, Should, Must
      • Innovation Board
      • Mobile Diaries
      • Product Love Letters
      • Storyboards
      • User Interviews
      • User Stories
    • Phase 4Validation
      • A/B Testing
      • Concept Testing Plan
      • Contextual Inquiry Plan
      • Hypothesis Testing
      • Innovation Board
      • KPI (Key Performance Indicator) Tracking
      • Net Promoter Score (NPS)
      • Surveys
      • User Interviews
      • User Stories
      • User Testing
    • About us
  • UXSD Team
  • Liquid Design System
  1. UX Toolkit
  2. Methods
  3. Focus Groups
expertobservationcreation
Focus GroupsIn-depth insights from different perspectives.
45 - 90 min5 - 8 Participantsworkshopusersanalogue
+2
DOWNLOAD FILES
INTERNAL ONLY
Summary
Focus groups can be used for clarifying early-stage uncertainties or deciding on a direction to go along. Group discussions usually are moderated conversations about multiple topics, through which the moderator guides the group along. It is important to provide everyone with the same talking time share and to be de-escalating at all times in order to ensure best possible conditions for a constructive atmosphere.
Step-by-step
  1. Prepare the topics you want to discuss and put them into a flow.
  2. Prepare for possible directions in which the discussion might turn. If possible, prevent unwanted turns by interrupting at an early stage. It is recommended to record the focus group discussion with either audio or video & audio.
  3. During the discussion, identify loud and quiet participants and give everyone the same talking time share.
  4. Actively ask everyone to articulate their opinion on each topic. Try not to ask direct questions. Rather, lead the conversation by interjecting topics and open-ended questions. Otherwise, the moderator behaves more like a silent observer.
  5. Take notes and afterwards complete them by reviewing the recording.
What you need
  • Camera
  • Paper
  • Pen
External resources
  • What Are Focus Groups?
    by PlaybookUX
Do you have a question?
These methods might seem simple, but applying them in a real project is another story. We’re there to help. If you have any questions, do not hesitate to get in touch with us at the User Experience Strategy & Design team.
Ask Away!
Explore similar methods
Challenge Assumptionscreation
1+ Participants
60 - 120 min

Learn about your assumptions and how you can overcome them to discuss new, innovative solutions.

Jobs-to-be-done (JTBD)observation
1+ Participants
60 - 90 min

Find out why your customers are buying your product and what their social, functional and emotional needs are.

Card Sortingobservation
4 - 12 Participants
30 min

Structure information into reasonable groups.

Content Auditobservation
1+ Participants
60+ min

Get to know existing content and become able to rate it.

Could, Should, Mustcreation
2+ Participants
30 - 60 min

Prioritise and rate features.

© Merck KGaA, Darmstadt, Germany, 2021.
Follow us
  • Dribbble
  • Instagram
  • Medium
  • Behance
Phases
  • Observation
  • Creation
  • Implementation
  • Validation
Learn more
  • About Us
  • User Experience Strategy & Design
  • Liquid Design System
Legal
  • Data Privacy
  • Terms and Conditions
  • Imprint
Follow us
  • Dribbble
  • Instagram
  • Medium
  • Behance
This website uses cookies to give you the best, most relevant experience. Using this website means you’re OK with this. You can change which cookies are set at any time – and find out more about them in our Cookie Policy.