21 – Focus Groups

Collaborative games or workshops aim at promoting cooperation within your team and provides it with a common goal so that all the members participating in the game can work together.

Technique's info

  • Level:  
  • Number of people:
  • Duration:

Definition

According to BABOK, a focus group is a way of eliciting ideas and opinions about a specific product, service, or opportunity. It takes place within an interactive group environment. The participants, guided by a trained moderator, share their impressions, preferences, and needs.

This technique is a qualitative research with 6-12 participants. They are prequalified to address a set of questions about a specific topic.

If the group is too homogeneous their responses may not represent the complete set of requirements.

While presenting a few similarities to a brainstorming session, a focus group is a more structured event. It takes the form of a discussion during which feedback is collected. It focuses on the participants’ perspectives.

Typical applications for focus groups

  • Unraveling complex processes from the basics (e.g., a complicated buying process).

  • Identifying customer needs (i.e., where there is a complex interaction between factors and motives).

  • Understanding the use of products.

  • Testing new products (i.e., showing something to people).

  • Developing a concept, perhaps with visual aid so that people can grasp what it would look like.

  • Identifying and analyzing issues of satisfaction (or dissatisfaction) for customers, staff, or suppliers.

  • Exploring perceptions of a brand and service elements associated with it.

Why use the focus group technic?

  • Saving time and resources

    • Collects data from multiple individuals in a single session.

    • More efficient than individually interviewing the same number of people.

    • Online focus groups are useful when travel budget is limited and/or participants are geographically split. These can also be recorded for further use.

    Knowing your stakeholders

    • Gets information ‘at the source’.

    • Interactive environment allows participants to develop their point of view with other perspectives.

    • Informs you about people’s attitudes, experiences, and desires.

    ​The information you gather with this technic represents a basis for decision-making and business plans. It helps you to know the needs and motivations of your stakeholders.

Edit

A focus group is an efficient and inexpensive way of obtaining information.

Edit

Interactive participation allows better dialogue between participants and moderators. Interviewed people adopt a better and more global perspective on their way of thinking.

This provides real experience-based information, which is certainly authentic.

Edit

This technic’s flexibility allows it to adapt to your objectives and needs. It also provides a large number of answers with few people as it is very easy to set up.

How to manage a focus group

Types of Focus Group

Read more by subscribing to the BA Toolkit 

On top of the brief description of the method, access to:

  • an explanation of when and how to use it,
  • a practical example,
  • tips and recommendations for use,
  • downloadable checklists and templates,
  • references for further reading,

Table of contents

Latest techniques

E.1 - Specify and modelling

39 – RACI Matrix

The RACI matrix is a tool that can be used to identify and visualize the roles and responsibilities of every member of a project or process. In addition, a RACI matrix allows you to map the activities, to visually determine “who does what”, and to define the size of the project as well as its scope.

Read More »
C.2 - Maintain the requirements

13 – Data Flow Diagrams

We are familiar with rules in our lives. They are in our legal system, our games, our family, and of course business.

​According to BABOK, Business rules is a specific, practicable, testable directive that is under the control of the business. It serves as a criterion guiding behavior, shaping judgments, or making decisions

Read More »
E.1 - Specify and modelling

12 – Data Dictionary

We are familiar with rules in our lives. They are in our legal system, our games, our family, and of course business.

​According to BABOK, Business rules is a specific, practicable, testable directive that is under the control of the business. It serves as a criterion guiding behavior, shaping judgments, or making decisions

Read More »
Agile

70 – Story Mapping

Collaborative games or workshops aim at promoting cooperation within your team and provides it with a common goal so that all the members participating in the game can work together.

Read More »

Not yet a member?

Plan de travail 1

For you today

our document on the 6 steps to do a SWOT analysis!

Type in your information and get access to the document

Congratulations!

Well Done,
You can access the pdf!

Feel free to follow our link and learn more about the BA Toolkit.