Focus groups are moderated, group discussions with a specific set of participants aimed

at understanding their experiences, opinions, and reactions to a product, service, concept,

or design. They typically involve 5-10 participants and last about 1-2 hours.
Here are some key aspects of focus groups in UX:
Role of the moderator:
Guides the discussion by asking open-ended questions and prompts.
Keeps the conversation focused on the research topic.
Encourages participation from all members.
Records responses and observations for analysis.
Benefits of focus groups:
Rich insights: Group dynamics can lead to spontaneous discussion and reveal new
perspectives that might not be shared in individual interviews.
Understanding user needs: Helps researchers uncover user needs, wants, and pain points
related to the specific topic.
Early-stage feedback: Useful for getting feedback on prototypes, concepts, and designs
before investing in development.
Group dynamics: This can provide insights into how users might interact with each other
when using a product.
Limitations of focus groups:
Dominant personalities: Some participants may dominate the discussion, limiting others'
participation.
Social desirability bias: Participants may say what they think the researcher wants to hear
rather than their true opinions.
Generalizability: Findings may not be representative of a larger population.
Cost and logistics: Planning, recruiting participants, and conducting focus groups can be
time-consuming and expensive.
When to use focus groups in UX:
When you need to understand user perceptions and reactions to a new concept or design.
When you want to explore a broad range of user needs and experiences.
When you need early feedback before investing in development.
When you want to gain insights into group dynamics and how users might interact with each
other.