Focus Groups
Focus group testing provides an excellent complement to experience (or usability) testing. Focus groups are used to elicit what people "think" while experience tests are used to observe what people actually do, how they behave and where the frustration points are.
Timing
Typically, we use focus groups during Assessment, prior to the actual Visioning and iDesign phases, to look at what people think they need and think they could do without. Focus groups collect impressions, feelings and thoughts on how best to proceed. In many instances, focus groups are used to collect marketing information. They can also be used to more deeply explore issues raised by other research.
Methodology
We use commonly accepted market research focus group practices, but also incorporate some of our own innovations. We use a variety of techniques to provide in situ context and engage participants in a thoughtful discussion of their likely behaviours.
Benefits
- Ability for the customer to hear group discussions that can help identify issues with their product or service.
- Reaction to a range of concepts and reasons why they are preferred.
- You benefit from our research expertise in collecting insightful information AND our usability design expertise.
Duration
A typical focus group project takes about 2 weeks.
Deliverables
- Focus Group Report which includes: Executive Summary, Summary of Participant Responses to Key Issues and Recommendations.
- DVDs or videotapes of each focus group session.