What is a Focus Group?
A focus group is a research method involving a small group of participants who discuss a product, concept, or idea under the guidance of a moderator. Focus groups provide qualitative insights into user attitudes, preferences, and perceptions, helping teams understand the emotional and subjective aspects of the user experience.
During a focus group, participants are encouraged to share their opinions, experiences, and suggestions, which are then analyzed to identify common themes and insights. While focus groups can provide valuable feedback, they should be complemented with other research methods to ensure a comprehensive understanding of user needs.