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.
Usability Sciences conducts focus groups in its custom-built, state-of-the-art facility or at a facility of your choice.
Focus groups will help you answer the following questions:
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.