Uncovering thoughts and attitudes from your target customer

Focus Groups

Focus groups are well known as a method for uncovering people’s thoughts and attitudes about a new concept or idea. You’ve probably seen a focus group depicted in a commercial or movie: a group of people are gathered around a large table in a conference room, and are asked questions by a moderator.

Focus groups, unlike surveys, allow deeper probing of people’s comments. The conversations and debate between group members can also serve as a means for brainstorming, thus eliciting new ideas.

The main advantages of focus groups are speed and cost: compared to multiple one-on-one interviews, a focus group can collect numerous opinions in a relatively short period of time. Focus groups can occur at anytime during the development life cycle but are most impactful when completed in the needs assessment or concept phase of your website or application. 

Our Approach

Usability Sciences conducts focus groups in its custom-built, state-of-the-art facility or at a facility of your choice.

  1. We start by working with you to understand your research objectives, identify your target audience and determine which topics to focus on during the group discussions.
  2. Your assigned research team will then develop a customized focus group plan, which includes the discussion topics and facilitator questions that will be used to ensure all necessary feedback is gathered during the focus group sessions.
  3. In parallel, Usability Sciences’ in-house recruiting team will screen and schedule participants who meet your target audience.
  4. Focus group sessions (the recommended number of groups is 3) are 90 to 120 minutes long and can be conducted within a single day or over several consecutive days. Each focus group session include 6-8 participants.
  5. After the focus groups are completed, the results are analyzed and compiled into a report, which contains findings regarding user attitudes and preferences on the discussed topics. 

The Results

Focus groups will help you answer the following questions:

  • How is your concept or idea perceived?
  • How would your target customers improve the concept?
  • Which features are of highest value?
  • What are your target customers’ needs?

The information obtained from focus groups can also be used to support other research efforts, such as the evaluation and development of your website’s taxonomy.

Contact us today to uncover what your customers value and expect.

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