Focus group

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Although it is a favoured qualitative research method, focus groups can have a number of limitations as a tool for the development and design of new products or services. As Mehus [1] , a user experience researcher, explains, a focus group investigates what people think, believe, perceive or feel instead of what they do or why they do it. There is an important difference between saying and doing, as well as doing research with one person or many. Focus groups may be relevant to product design research very early on in the design process, when researchers want to learn about people’s initial thoughts and perceptions in order to generate ideas and encourage debate or the exchange of views [2] . Focus groups may not provide relevant insights at a later stage. For a detailed analysis of focus groups, when and how to use them, see [3] and [4] .

References

  1. Mehus, Siri. 2015. Should You Use a Focus Group for Product Design Research? https://blinkux.com/blog/focus-groups/
  2. Mehus, Siri. 2015. Should You Use a Focus Group for Product Design Research? https://blinkux.com/blog/focus-groups/
  3. Goodman, Elizabeth, Mike Kuniavsky, and Andrea Moed. 2012. Observing the User Experience: A Practitioner’s Guide to User Research. London etc.: Elsevier.
  4. Krueger, Richard A. 2002. Designing and Conducting Focus Group Interviews. http://www.eiu.edu/ihec/Krueger-FocusGroupInterviews.pdf