What are focus groups?

What are focus groups?

Customer discovery workshops, often referred to as focus groups, see moderators guiding a small group in an exploration of their behaviours, attitudes, perceptions, and experiences with an existing or proposed product or service.

Participants are encouraged to engage, collaborate and develop thoughts with one another, leading to shared insights and ideas that depth interviews (one-on-one interviews) may not reveal. 

Each group consists of participants from the same target group or persona to ensure their experiences are relatable to the other participants. This allows more time to capture depth rather than breadth of experiences.

Skilled moderation and recruiting ensure all participants have the opportunity to express their views and will help avoid the pitfalls of traditional focus groups such as groupthink, lack of anonymity and unintended peer pressure. Here are 8 top tips to running a focus group.

When to use focus groups?

• Early stages of development is an optimal time to use a focus group.
• When you need to understand more about your user’s opinions and reactions to an existing or proposed product or service.
• When you want to generate new ideas.
• When quantitative data (e.g. surveys, analytics) needs context.

Want to run a focus group?

Bunnyfoot has always prioritised evidence capture and valid, bespoke study designs to truly understand the nature of user engagement, interactions and behaviours, in a holistic way.

If you would like to talk about how we can support you with gaining a deeper understanding of your audience so you can make evidence-driven design decisions, we’d love to talk!