Focus Groups

Assignment for HCID 531

Focus groups, once thought of mainly as a marketers tool, have started to become more popular in the the UX field. UX magazine wrote about how using dyads and triads can help unearth new information. These are forms of focus groups that work really well and help save time and resources during a short research period.

Focus groups are not without their pitfalls, as evident in our in-class activity. Participants can be slow to warm up and may provide brief and short answers. It is up to the facilitator to create a warm and inviting atmosphere that puts all participants in the right mind to answer questions fully and honestly. The biggest pitfall of a focus group can be “group think.” This is when their is a strong voice in the group, that all or most of the participants rally around, even if it is not their own opinion. Again, the key is a good facilitator.

Our in-class demo of a focus group showed us how the facilitator had to steer discussion in a natural manor, sometimes abandoning her ordered list of questions, but ultimately getting them all answered. The facilitator had to think on their toes and adjust activities based on responses she was receiving from the group.

Focus groups are a useful tool, but only if you have a good facilitator. Without one, you may waste a golden opportunity for great insights.