Focus Groups Alfred Kobsa University of California, Irvine

Pros and cons of focus groups Good for Generating ideas ( ☛ use brainstorming techniques) Gauging user opinions Collect multiple points of view in a short period of time Cons People may feel intimidated in group situation Individual participants may dominate ☛ Use a skilled [outside?] moderator

Elements of a focus group 6-10 participants (possibly pre-interview them) Good participant mix (demographic, job profile, …) Avoid including supervisors Use preferably more than one focus group (2-3) Make the group size smaller if needed Actors: Moderator Note-taker (collects and posts ideas) Videographer Observers Activity materials White board or flip chart Computer/video projector, Powerpoint slides, videos Post-it notes

Rules for Moderator Be personable Ask questions Have sufficient domain knowledge ( what is important, what not?) Stay focused Avoid behaving like a participant Keep the activity moving Keep the participants motivated/encouraged No critiquing Everyone should participate ( ☛ use “round robin”) No one should dominate

Special types of focus groups Assignment of tasks to groups (construction, testing,…) Requires time, several facilitators and usually artifacts (Day-in-the-life) Iterative focus groups “Focus troupe” Computer-supported focus groups electronic whiteboard, (anonymous) chat-based conference system Tele-groups (usually phone conference)