Focus groups are a research method used to collect data from a small group of participants. In UX research, focus groups are often used to explore complex or nuanced topics or to gather in-depth information about user experiences and opinions. Focus groups can provide valuable insights into group dynamics and social interactions, and they can help UX researchers understand user perspectives and needs.
UX research focus groups typically involve bringing together a small group of participants (usually 6-10) to discuss a specific topic or product. The focus group is moderated by a trained facilitator, who asks questions and guides the discussion. The focus group is typically audio-recorded, and the discussion is transcribed for analysis.
UX research focus groups can be conducted in person or online, and they can be structured (with a set list of questions) or unstructured (allowing the discussion to flow naturally). Focus groups can provide a rich source of data for UX researchers and designers, as they can provide detailed, in-depth information on user experiences and opinions.
Focus groups can be useful for exploring complex or nuanced topics, as they can provide a more interactive and dynamic research method than surveys or interviews. Focus groups can also be useful for gathering feedback on design concepts or prototypes, as they can provide valuable insights into group dynamics and social interactions.