Usability focus groups

We use focus groups to generate ideas, concepts, and opinions from representative site and application users about brand identity, design alternatives, and content prioritization and organization. Focus group discussions are a very useful way to help the design team and stakeholders understand user perceptions of the current state and the desired future state.

The data from focus groups is typically more qualitative than quantitative — the purpose is to gather directional insight during the analysis phase of a design project. Focus groups are not the preferred method for evaluating designs — for that, we recommend either usability testing or expert usability evaluation.

We commonly conduct three focus group sessions with about 5–8 participants in each. This allows all of the participants the opportunity to provide thoughtful feedback.

Supplementing with surveys

We often supplement focus groups with surveys. Whereas focus groups allow design teams to hear in-depth, open-ended responses from users, surveys allow teams to hear from a much larger number of users. In this way, the survey can be used to validate the information gathered in the focus group.

Card sort exercises

We commonly incorporate a card sort exercise into the focus group discussion as a way of learning how users would organize and categorize a set of related information. Card sorts are a very useful, low-tech method of getting directional insight into how to structure and label website content.

Focus group projects involve three main phases:

1. Preparation (drafting a discussion guide, selecting terms for the card sort exercise, and recruiting and scheduling participants)
2. Testing
3. Report compilation

It usually takes about three weeks to prepare for focus group sessions, including the time required for recruiting and scheduling.

Typical scope of a usability focus group

A focus group project typically involves:

• 90-minute sessions
• Three groups of eight participants
• A card sort exercise (approximately 75–80 terms)
• A results and recommendations report

To learn more about these services and how your organization can benefit from usability focus groups, call John Wooden at 612-746-1752, or email .

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