The document outlines methods for effectively leading focus groups, emphasizing the importance of real-time user feedback, preparation, and structured interaction. It includes practical tips for setting up the session, engaging participants, and asking targeted ethnographic questions to gather meaningful insights. Additionally, it introduces the 'five finger survey' as a technique for summarizing feedback and identifying patterns in participant responses.

1. How to
Effectively Lead Focus Groups
By Tremis Skeete, Technical Product Manager, nexTier Innovations
http://tremisskeete.com

2. Why focus groups?

3. Why focus groups over other types of usability testing?
To get great user data, you should:
• Witness what users respond to in real time
• Get critical feedback in the moment
• Ask users why, based on feedback
• Be able to “read between the lines” and pay
attention to verbal and non-verbal cues

4. Product Demo
Usability Testing
User Interviews
Design Critiques
User Group Surveys
Focus Group
+
=

5. Let’s get ready.

6. Let’s Get Ready: Preparing the room and equipment

7. •Arrive early and check logistics
•Make sure all writing materials are ready
•Make sure enough user devices are operational
•Make sure all recording equipment is ready
Things to Do When Participants Arrive:

8. Refreshments (Recommended)
•Sparkling water
•Almonds, Peanuts & Cashews
•Dried Fruit
•Chocolate covered pretzels

9. Things to Do When Participants Arrive:
•Be ready to greet people
•Offer them refreshments
•Encourage them to write their first name
down on their respective name-tags
•Provide pens and paper

10. Let’s get started.

11. Let’s Get Started: The Focus Group Session Begins

12. When the focus group session begins, as facilitator I will start with the following:
• Welcome & introduction
• Introduce the note takers
• Explain why we are here
• Articulate the situational context, goals, and objectives

13. To articulate the situational context, goals, and objectives, answer these questions:
• Why are we doing this focus group session today?
• What is the agenda for the focus group session?
• Are we looking at finished code, a prototype, mockups, wireframes, or all of the above?
• What is the name of the software?
• What can one use this software for?
• Which devices can one use to access this software?
• When can one access it? Anytime? Daily? Weekly? Monthly?
• What will the facilitator get out of this focus group session?
• Will participants get to use the software during the focus group session?
• If yes, how and when would you want participants to access the software?
• As the product designer, what do you want to learn from this session?
• As a stakeholder, what do you want to learn from this session?
• What would you want the participants to learn about the product?
• Why do you want to observe the participants?
• To achieve your goals, which modules & features will you or the facilitator demonstrate?
• Which parts, modules, & features do you want participants to use?
• In the software, what kinds of tasks do you want participants to complete?
Situational Context:
Goals:
Objectives:

14. For note taking purposes, ask participants to introduce themselves in the following way:
•“My name is [First Name, Last Name]”
•“I am a [Job Title] and my job is to [Job Description]?”
•“I use [name of software] for...” *
*In the event the software or platform exists and the participants use it on their job or everyday lives.

15. Communicate the Ground Rules:
• “There are no wrong answers today.”
• “Remember do not take anything that is said, personally.”
• “Feel free to share whatever comes to mind.”
• “Share your perspective.”

16. “As facilitator, I promise to…”
•To keep track of time (get a countdown clock)
•To keep things on topic
•Do not use too many technical terms
Then, proceed with the opening question.

17. Let’s dive in!

18. Let’s Dive In: Getting User Feedback

19. ASK ethnographic questions.
NO open ended questions.

20. NO open ended questions i.e. DO NOT ASK:
“So what do you think?”
“How does it make you feel?”

21. “The ultimate goal of ethnographic interviewing
is for clients to provide a vivid description of their
life experiences.”
“To achieve this goal, one must ask the right
kinds of questions in the right kinds of ways.”
Source: Asking the Right Questions in the Right Ways: Strategies for Ethnographic Interviewing
by Carol Westby, Angela Burda, and Zarin Mehta
http://leader.pubs.asha.org/article.aspx?articleid=2292396

22. Questions are categorized into the following…
•Usability & Performance
•Interaction Design
•Visual Design
•Content Understanding

23. Usability & Performace: Questions
• What do you think is the most important thing we should fix?
• If you could use this app on your phone, would it make your job
easier to do?
• If anything - what could we do to ensure that you would use this
system regularly?
• How would you describe using this system in your own words?

24. Interaction Design: Questions
•If you could change anything about this app right
now, what would it be?
•When you explored the programs, did you get
confused at any point?
•Were there any steps taken in the software that you
think we should make it easier to do?

25. Visual Design: Questions
•Is there anything you think should look differently?
•Does anything seem out of place or unnecessary?
•When you explored the programs did you get
confused at any point?
•Did anything distract you or get in the way?

26. •Out of everything you’ve seen here, what do you
think you do not need?
•Does anything seem out of place or unnecessary?
•Was there any information or features you think
are missing?
• Is there any other content you’d want or need to
see on this page?
Content Understanding: Questions

27. Survey the room.
Use the “Five Finger Survey” to look for patterns.

28. Why do the “Five Finger Survey”?
• It’s a good way to summarize feedback before you end the focus group session
• A way to ask other questions, but in a fun and quick approach
• A way to spot feedback patterns in the group
• Creates opportunities to ask “why” and other ethnographic questions

29. 1Strongly
Disagree
2Disagree
3Neither
agree nor
disagree
4Agree
5Strongly
Agree

30. When you do the “Five Finger Survey”
•Be ready to call out the survey responses for the
recorder to capture
•Make sure the recorder or note taker are ready to
capture the responses
•Make sure the participants understand the process

31. “Five Finger Survey” (1 of 3)
• I was able to complete tasks and scenarios quickly.
• I feel comfortable using this software.
• The software gave me enough error messages so that I can figure out how
to fix my problems.
• I would need to learn a lot of things before I could use this software.

32. • Whenever I made a mistake using the software, I could recover easily.
• The on-screen messages and information was clear and easy to understand.
• When I needed information from the software, it was easy to find.
• The information found in the system was useful.
• The organization of information on the software UI screens is clear.
“Five Finger Survey” (2 of 3)

33. • The user interfaces are visually pleasing to the eye.
• The software has all the functions and capabilities I expect it to have.
• I think this software would make my job easier to do.
• Overall, I am satisfied with how easy it is to use this software.
“Five Finger Survey” (3 of 3)

34. Don’t forget to:
● Review all the recordings & notes
● Distill your findings into categories
(Usability & Performance, Interaction Design, Visual Design,
and Content Understanding)
● Identify the high priority next steps
● Organize the other items in a backlog
● Update your understanding of the user
goals, challenges and pain points
● Update your ethnographic questions

35. Good luck, and have fun!

36. How to
Effectively Lead Focus Groups
By Tremis Skeete, Technical Product Manager, nexTier Innovations
http://tremisskeete.com