In short
A focus group puts six to ten real users around a table to react to an idea together. You get many views in one hour, as long as the loudest person doesn't speak for everyone.
Structured group discussions with a representative set of end users — useful for gathering diverse perspectives at once, though group dynamics can suppress quieter participants' honest input.
Think of it like this
The hostel mess food committee
Eight students taste the new mess menu and discuss it. The loudest one says 'all good'. Everyone nods. Then the quiet one in the corner says the dal is too spicy, and suddenly four others agree. A good moderator gets that corner voice out early.
Watch it happen
Moderating a focus group on a new app idea
How do you pay rent?
1/6The moderator asks the group an open question about current behaviour.
The big ideas
What you need to know
Many views at once
Six to ten people from your target group react to an idea, product or problem together in about an hour.
Moderator is everything
A neutral moderator asks open questions, keeps time and makes sure every person speaks.
Watch for groupthink
People drift towards the first strong opinion. Ask for disagreement directly, or have people write answers first.
Opinions, not proof
Focus groups show attitudes and ideas. Check important findings with data, surveys or observation.
Save yourself the pain
Common mistakes
Oops
Inviting people who all think the same, like only your own team.
Do this instead
Recruit a mix of real users: heavy and light users, different ages or cities, happy and unhappy customers.
Oops
Reporting 'users loved it' because the room was positive.
Do this instead
Report what people said and did, including disagreements, and how many people held each view.
Your mission
Mini focus group with friends
Quick check
In a focus group, everyone quickly agrees with the first speaker. What's the risk?
Go deeper
- 1Draft a discussion guide for a hypothetical focus group session.
- 2Learn a technique for ensuring quieter participants get equal voice in the discussion.
- 3Understand when a focus group beats individual interviews, and when it doesn't.
More topics at this stop
Elicitation Techniques Overview
Stakeholder Interviews
Workshops & Facilitation
Surveys & Questionnaires
Document Analysis
Observation & Job Shadowing
Brainstorming Techniques
Prototyping for Elicitation
Choosing the Right Elicitation Technique
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