Using Focus Groups to Collect User Experience Data (Kinsey Gimbel & Jennifer Romano Bergstrom & Hilary Ross & Bryan Wiggins)

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Given at UXPA-DC's User Focus Conference, Oct. 19, 2012

Given at UXPA-DC's User Focus Conference, Oct. 19, 2012

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  • 1. Using Focus Groups to Collect UserExperience Data: A How-To Guide FromPlanning to Data AnalysisKinsey Gimbel, Jennifer Romano Bergstrom,Hilary Ross, Bryan WigginsUser Focus 2012
  • 2. Developing Content1. Mix up activities and get participants talking early. – Timeline – Videos/Images – Rating exercises2. Have participants write down answers before discussing to avoid groupthink.3. Quantitative data can supplement the qualitative, ensuring opinions are not just from the loudest participants.
  • 3. Planning Your Groups1. Make sure your recruiter is comfortable recruiting your target audience2. Pick a moderator your participants are willing to open up to3. Engage your stakeholders
  • 4. Moderating Groups1. Respect your participants – Value their time – Value their opinions2. Be comfortable with silence and awkwardness – Understand that it’s not a natural interaction – Give participants space to think3. Data are the point – Groups don’t have to be fun to be valuable – “Bad news is good data”
  • 5. Reporting Data1. Most important findings White Females – Goal of the study – Don’t have to share it all2. Usable data – What speaks to your audience? African American Females3. Client reports, briefs, presentations