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
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.
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
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”
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