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:
Share on facebook
Facebook
Share on pinterest
Pinterest
Share on whatsapp
WhatsApp
Share on print
Print

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?