Research Methods 5 Summary: Focus groups can be a powerful tool in system development, but they should not be the only source of information about user behavior. In interactive systems development, the proper role of focus groups is not to assess interaction styles or design usability, but to discover what users want from the system. Focus groups are a somewhat informal technique that can help you assess user needs and feelings both before interface design and long after implementation.
We have found that often times, as groups of clients pour into our facilities, they often might not know each other. You can have an end client, a research department, and an ad agency that may have been working in concert since the birth of a project, but may have never met in person or communicated in general.
As our world becomes more and more digital, this face-time can be invaluable. Not only does this allow more personal, quick, and open communication than is possible via email, text, IM, or bulletin boards, it also allows for the ability to make changes on the fly more efficiently.
This communal time, uninterrupted by the typical distractions of an office or other projects, is hugely important towards the goal of a successful project. A solid, in-person brief and debrief can help everyone get on the same page.
Further, being onsite to view focus groups presents the opportunity for end clients and researchers alike to actually get into the focus group room and interact with their consumers. At Ingather, we highly encourage joint client and respondent participation and brainstorming.
I have previously written about this idea as well: While the travel costs might add up, the benefit of being present, onsite, and engaged is well worth it.
Do you find that the viewing room dynamic is equally important as the dynamic within the group room? Has this sentiment existed as long as focus groups themselves? Or has this sentiment been growing as our world becomes more digital?A focus group is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs and attitudes towards a product, service, concept, advertisement, idea, or .
The disadvantages of focus groups. Focus groups are not the optimal technique for all research situations, the criticisms below have been mentioned by people who promote some other qualitative research methods.
Focus group research can produce highly useful information about programs and services that surveys miss. Learn how to gather rich detail. NZ Research in Early Childhood Education, Vol.
8, Focus Group Methodology and its Usefulness in Early Childhood Research Claire McLachlan. RESEARCH. METHODOLOGY Focus Group Report Abhranil Bose Ankita Gandhi Fateh Sahaj Singh Bagga Kanika Narang Mehvash Kidwai Paawan Ahuja A focus group is a small, but demographically diverse group of people and whose reactions are studied especially in market research or political analysis in guided or open discussions about a new product or something else to determine the reactions that can be expected from a larger population.