When do we set up a focus group?
Actually, as soon as we notice that we design based on assumptions and not on 'hard' data. We often make a program of requirements based on the preliminary research that has been done. This consists of qualitative interviews with the target group, a literature review and expert interviews. If you have then translated this program of requirements into your first design and you notice that the feedback within your team is mainly based on a gut feeling, alarm bells should ring: we need to test this with the target group.
How do we set up a focus group?
Together with the client, we discuss which target group will use the idea or concept. In the healthcare domain, for example, you can use a client council or meeting cafes to turn off the invitation. For example, it seems efficient to put therapists, clients and loved ones together in one room, so that they can also learn from each other. But in practice, we see that opinions are often nuanced or swallowed as a result. In fact, it is very powerful to create a space where everyone can speak unfiltered and contribute from their own experience.
A side note: the people who are often asked and want to participate are often already highly motivated or involved in the topic. As a result, you may miss the perspective of the more difficult to reach people within the target group.
Seven practical tips for a focus group
→ Playbook
Create a script and share it with the group before the session begins. So everyone knows what to expect. For example, discuss the program in the first slide of the introduction and leave room to answer questions. This way, you prevent people from being in the dark.
→ Visual aids
Sometimes it can help to use visual aids during these sessions. Especially vulnerable target groups, who are not familiar with this way of giving feedback, benefit from tools. For example, during a study with people with psychosis, we used value cards. They were able to include these to better express their feelings.
→ Create a mockup
Make a few mockups of your concept that clearly reflect your assumptions so that people can respond to them and get a clear picture of the concept. At this stage, you can also show off more daring design choices you'd like to test. This provides more unique feedback and your assumptions can be better tested.
→ Group size
If the group is larger than four people, it can be useful to split the group into smaller groups after a joint introduction. This way, you ensure that everyone can speak and there is room for people who feel less comfortable speaking in front of a large group.
→ Write down feedback live
If appropriate, for example at a focus group with experts, you can co-write the feedback live (for example in Miro). People can then watch and sharpen when they notice something lost in translation has gone.
→ End with a few scoring questions
It may be useful to ask a few questions about your concept at the end of the session, for example with a Net Promoter Score. This can provide a summary of the feedback and provide additional insight into topics that were not covered during the session.
→ Last but not least: go into it with an open attitude
It seems obvious, but it is still important to mention. Getting feedback on your work can be exciting. However, it is essential that everyone can give their opinion unfiltered and does not feel like they are attacking you personally. It can help to be clear about 'the why' and to communicate it, so that you can enter the conversation more confidently and the participants know from which framework you made certain design choices. This is how you get the most out of the session.
By thinking carefully about the composition, structure and tools beforehand, we ensure a safe environment where honest feedback is key. Ultimately, it's about learning and daring to change your assumptions based on what you hear, even if it's sometimes exciting. This is how we ensure that the design is not only correct from a designer's perspective, but also really meets the needs of the target group. Do you have more ideas or tips? We'd love to hear about it! Comment or email us, we're always open to sparring.
