A focus group is a qualitative research discussion with 5 to 10 participants. It gathers opinions, attitudes, and beliefs about a product, feature, or topic, while letting the moderator ask follow-up questions and steer the conversation toward useful detail. section 4.2.3
Use a focus group early to learn how people perceive a product, or later to explore reactions to a design. Questions can address a proposed product, competitors, or a general product area before a design exists. The goal is insight into what users like, dislike, expect, and find problematic—not copying competitors. section 4.2.3
Plan the session around discussion rather than simple responses:
- Recruit people who understand the topic or product area. section 4.2.3
- Include both users of similar products and prospective users. section 4.2.3
- Prepare specific follow-up questions that uncover reasons behind answers. section 4.2.3
Exploring an unfinished website idea
Before designing a new site, bring together people familiar with the product area and prospective users. Ask what they like or dislike about comparable experiences, then probe unclear answers to identify expectations and problems worth addressing. section 4.2.3
