Focus group interviews

We study the opinions, expectations and experiences of your target user group with focus group interviews. Typically, 6 to 8 people participate in each group interview. The participants discuss and exchange ideas regarding the subject of the study, with our usability specialist moderating the discussion. The objective of the study is typically to test a new product or service concept, compare competing products or evaluate an existing product.

Benefits

We recommend focus group interviews when you want to

• find out the opinions and wishes of your target users quickly and cost-efficiently
• study the acceptability of your new product concept or compare competing products
• gather user feedback for improving your product, or ideas to act as a basis for new innovations.

Methodology

The difference between a focus group and an individual interview is that a focus group consists of 6 to 8 people who participate in the interview simultaneously. In addition to being significantly more efficient and quicker, the data gathered is often richer. The discussion between the participants creates spontaneity and directness, which in turn may bring forth surprising perspectives and even lead to completely new ideas.

Results

We report the findings in a clear and easily understood format. Depending on the goals of the study, we can also provide concrete improvement suggestions for your product or recommendations for design decisions. We present the findings in a workshop, where we can also discuss the observations and conclusions.