Goal: engage users in direct conversations (interviews < high degree interaction > survey)
Focus Group Composition:
Users (5-10)
Design Team
Moderator
Note Taker
Media Person (optional)
Structure
Schedule
5-10 minutes warm-up
5 minutes creative exercise
45 minutes discussion (3 topics)
5 minutes wrap up
Data Types
Qualitative
Notetakers handwritten notes
Transcribed data
Quantitative
Demographic
Opinions
Advantages:
Rich data in a timely manner
Group dynamic inspires
Disadvantages:
Need a team to carry out the technique
Social influence may lead to group thinking (don't represent individual thinking)
Influential member