Focus groups
What is it?
Focus groups are structure group discussions, based around conversation points. They are usually moderated to some degree by an independent chair person, who will keep the conversation on track without bias.
How long does it take?
It takes about 2 weeks to run a series of focus groups from start to finish. This includes recruiting targeted participants, creating a discussion guide, conducting and recording the discussions, analysing the findings and producing a report.
What are the benefits?
Focus groups aim to uncover what people feel about your website, product or service. They are interested in perception rather than fact and can reveal user motivations and opinions that are difficult to find out in other situation.
Focus group findings are a useful way of improving the overall experience, refining online branding, and developing site features. They are also good for finding out what your target audience likes and dislikes about your competitors' websites.
