Focus Groups 101

Summary: Focus groups are a polarizing research method. Within UX, they are best used in early discovery research to understand interest in a concept.

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Focus Groups 101

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Focus Groups 101

Well-run focus groups help gather some initial feedback from a group of people. However, their bias potential makes them insufficient as a standalone research method. Workshop techniques can help maximize participation and reduce the potential for bias.

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Therese Fessenden is a Senior Experience Specialist with Nielsen Norman Group and host of the NN/g UX Podcast. Her research focuses on understanding human behavior, attitudes, and expectations in order to better orchestrate system and service design strategies. 

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