A group interview format, common in market research, where multiple participants discuss a topic together. Useful for observing social dynamics but introduces challenges for individual UX insights.
Definition: A group interview format, common in market research, where multiple participants discuss a topic together. Useful for observing social dynamics but introduces challenges for individual UX insights.
A Focus Group is a group interview format where multiple participants (typically 6-10) discuss a topic together, guided by a moderator. The term is most common in market research, where it is used to explore attitudes, perceptions, and group dynamics around products or brands.
Focus groups can be excellent for:
Use focus groups deliberately when you need to observe social influence, shared language, or co-creation among naturally interacting roles—families, care teams, or multi-stakeholder B2B buying groups.
For most UX research, focus groups are not the ideal choice:
Individual interviews allow deeper exploration of each person's experience without social contamination.
Many practitioners avoid focus groups for UX work in favor of one-on-one interviews. The exception is when social dynamics are specifically what you need to observe—when how people influence each other is the research question.
A Core Method of structured asking designed for deep exploration of user needs, behaviors, and motivations. Distinguished from casual conversation by its defined goals, protocol, and systematic approach.
Research aimed at uncovering user pain points, unmet needs, and generating ideas for new products or features. Answers 'What should we build?' rather than 'Does this work?'
Research focused on understanding markets, competitors, and customer segments to inform business strategy. Broader in scope than UX research, with significant overlap in methods.
This term is referenced in the following articles:
No matter how complex a method sounds, it can be broken down into three simple activities. Understanding this framework transforms how you plan and execute research.
An interactive tool that guides you to the right research method based on your goals, constraints, and context.