category: UIUX 360

Focus Group

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Focus Group

What is Focus Group?

Overview

A focus group is a research technique used to collect data through group participation. A direct data gathering method in which a small group of participants (8 to 10) is led in a semi-structured, brainstorming session to obtain rapid feedback about an interface under development.

A focus group is a research method that brings a small group of people together to answer questions in a moderated setting. Groups are chosen because of predefined demographic traits, and questions are designed to shed light on a topic of interest. A focus group is a type of qualitative research and this focus group data is most useful for generating new ideas or functions for an interface, rather than evaluating an existing one.

Focus groups may also include an observer who pays attention to dynamics not expressed in words, for example, the body language of people who associate something but do not speak.

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