Focus Groups

Definition

A Focus Group is a facilitated discussion involving a selected group of stakeholders who share similar roles, characteristics, or experiences. Unlike workshops, focus groups are exploratory rather than decision-driven — they surface perceptions, opinions, and expectations that may not emerge in one-on-one interviews.

Inputs

• A defined participant group representing a specific user segment or role
• Discussion objectives and guiding questions prepared in advance
• A neutral facilitator separate from the project sponsor

Outputs

• Qualitative insights, themes, and patterns from the target segment
• Identified shared pain points and unspoken expectations
• Inputs to requirements, personas, or product direction

When to Use

• Understanding user experience when requirements are still forming
• Gathering feedback from a specific user segment on a product or process change
• When exploration of perception matters more than reaching a decision
• Customer-facing system design where lived experience is the primary evidence

When Not to Use

• When a decision or consensus output is required — use a workshop instead
• When the participant group is too diverse to yield coherent themes
• When one-on-one sensitivity is required — use interviews instead