Global
Global Global Global

Focus Group

What?

A focus group is a market research method that brings together 6-10 people in a room to provide feedback regarding a product, service, concept, or marketing campaign

When?

To get more in-depth information on perceptions, insights, attitudes, experiences, or beliefs. Focus groups are useful for gathering subjective perspectives from key stakeholders.

How?



Make sure to read the best practices. You can find them on the right

Identify a user segment related to your topic.

Fill a contact sheet to keep track of your group and not loosing track

Write down clear questions you would like to ask your interviewee. For each question, ask yourself: what is the goal behind this question?

Schedule a time for the focus group

Send out invitations

Prepare the settings and the prototype

On the focus group session, focus on people's spontaneous reactions

Take note of any feedback or observation

Keywords

Probe

Input

Personnal

Immersion

User

Research

Private

Daily



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Documentation

This tool was experienced in our project 'Blue Button' while on the research phase. We asked Ralph Kemmer, our marketing specialist, questions about creating a disruptive viral campaign.

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Best practices

When using this tool, make sure to satisfy the checkboxes below. You can find more details about each box in the bottom.

The setting

Before to start working on the cultural probes, prepare the right setting. You are about to go through an exercice that will stimulate your brain in different ways! Are you ready for this? You need a space that is stimulating for your creativity and your focus. Ideally, a space that lets you move freely and provides the right tools for each step. Be sure to be in a calm and relaxed mindset. Put the scope of research and the topic of research in front of you.

The objective

When ideating the probes, you need to ask, for each probe: what is the objective from this probe? For example the objective could be: getting to know the environment where the respondent does a specific activity, or getting to know at what time of the day the respondant is most likely to feel a certain way, or the most relevant object when it comes to a specific topic. Each probe should have an objective, an information we're trying to get a grip on, or a path to explore.

Define the scope

For each probe, you are free to define the scope, depending on your project and your research. It can be specific, or it can be broad, or both. At the early stage of the research, usually we are exploring around a topic and we ask broader questions. Keep in mind that the more specific the question, the easier it will be to analyse the data and detect relevant patterns within the respondees.

The user journey

When you prepare the cultural probes, think about the steps that the respondant will take through time. What to do, when to do it, and how? The ergonomy is a crucial part in this experience that will engage the respondant in his daily life. In order to keep the commitment, you have to guide your user through easy steps, that are realisticly feasible, and of course, don't forget to provide the right tools for them to participate (example : pencils to write, cameras to take pictures, qr codes to upload files, etc...)'

The organisation

When crafting this set, you will go about different steps that require different resources. The ideation needs ideation tools