A focus group brings a small group of people together to talk about their experiences, ideas, or challenges in time.
It helps you hear what matters most to participants and dig into the “why” behind their feedback. Focus groups can reveal emotion, tone, and group dynamics that surveys often miss. When done thoughtfully, they build empathy, surface hidden barriers, and shape solutions grounded in real-world needs.
Best Practices
Create a respectful space. Acknowledge power dynamics and invite open, honest sharing.
Be patient. Give people time to think and respond.
Watch the clock. Aim for 60–90 minutes to keep the energy up and discussion focused.
Basic Steps
1. Plan ahead. Clarify your goals and write 3–5 topics for questions. Decide who to invite (3–6 people works well).
2. Pick the right time and place. Remove barriers like language, tech, or scheduling conflicts.
3. Build your team. You’ll need a facilitator, a note-taker, and someone to manage time and logistics.
4. Use plain talk. Ask open-ended questions. Start with a warm-up so participants feel at ease.
5. Stay focused. The facilitator guides the group and keeps it focused. Record or take good notes (with permission).
6. Reflect and act. Look for patterns and insights. Share findings with your team and use them to inform next steps.
Benefits
- Reveals group dynamics to show how people influence each other and where there’s alignment or tension
- Surfaces unspoken needs that might not come up one-on-one
- Tests language and framing by allowing people to naturally talk about the topic
- Supports rapid iteration for quick, actionable feedback on early ideas or concepts
Our Recommended Resources
Focus groups are helpful when you want to explore shared experiences, test ideas in a group setting, or understand how people influence each other’s thinking. They’re especially useful when refining early concepts, testing language, or uncovering needs that might not surface in surveys or individual interviews.