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Wants and Needs Analysis (a type of focus group meeting)
Alfred Kobsa University of California, Irvine
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Brainstorming session
A wants and needs analysis is a special kind of focus group in which participants brainstorm about product features and services they would like to see. Storming questions: What activities would you like to perform with this product? What information would you like to get from this site? How would you like to accomplish a particular task? Problems: People don’t always know what they really would like/need People often cannot predict how much they would like/use a specific feature. What people say they do or will do is often different from what they actually do or will do.
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Rules for Moderator Have personality Ask questions Stay focused
Avoid behaving like a participant Keep the activity moving Keep the participants motivated/encouraged No critiquing Everyone should participate No one should dominate
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Rules for Brainstorming Process
During the session Tell participants to imagine an ideal world / ideal product (“nothing is impossible”) Tell participants that no comment is “wrong” Disallow designing Comments get written down (possibly by a trained scribe) Comments are posted to be seen by all (Probe answers to find the “real” need/opinion) During or after the session (and after several different sessions) Duplicates become eliminated Answers become grouped/hierarchically structured Answers become ranked Statistics are made across different sessions
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