Focus Group

A focus group is a technique for conducting group interviews to quickly gain insight into the opinions and attitudes held by a specific group of people.


A Focus Group is a research method that involves a moderated discussion with a small group of participants. By exploring opinions, perceptions, and experiences in a group setting, researchers can uncover insights into attitudes, preferences, and trends. Focus Groups are widely used in market research, product development, and social sciences, where they provide qualitative insights and foster interactive exploration of topics. They are effective in generating ideas, validating concepts, and understanding consumer behavior.

Suitable for

  • Collecting data about the opinions and attitudes of a specific target group
  • Testing concepts for new products or services
  • Research teams


Focus Group Plan

A detailed outline of the objectives, scope, target audience, topics to be discussed, and timeline for conducting the focus group session.

Participant Recruitment Strategy

A plan for identifying, recruiting, and selecting the ideal target participants for the focus group, including the use of screening questionnaires and informed consent forms.

Moderator Guide

A comprehensive guide for the focus group moderator, including instructions, key questions, probes, and follow-up questions to ensure that the session remains on track and maintains engagement.

Session Schedule

An organized schedule that outlines the date, time, duration, and location of the focus group session(s), as well as any necessary logistics for setting up and managing the session.

Participant Consent Forms

Standardized forms that participants must sign to indicate their understanding of the focus group's purpose, procedures, risks, benefits, and their rights as participants, as well as their consent to participate and to be recorded, if applicable.

Audio/Video Recordings of Sessions

High-quality recordings of the focus group sessions, which can be later transcribed and used for analysis purposes.

Transcripts of Sessions

Accurate transcriptions of the audio/video recordings that capture participants' verbal responses, nonverbal cues, and overall engagement during the focus group sessions.

Session Notes and Observations

A collection of notes and observations made by the moderator, note-taker, or observers during the session, focusing on key insights, themes, and participants' experiences.

Focus Group Analysis Report

A comprehensive report that summarizes and analyzes the collected data from the focus group sessions, including key findings, themes, patterns, and implications for the UX research project.


A list of prioritized recommendations based on the focus group findings, providing actionable insights for UX design improvements and potential next steps for further research or testing.



Identify Objectives

Determine the purpose and objectives of the focus group. What information do you want to gather? This will help guide the entire process.


Develop Questions

Create thoughtful and open-ended questions that will encourage discussion among the focus group participants. These questions should closely align with your objectives.


Recruit Participants

Identify and select a diverse, representative group of participants who are relevant to your research objectives. Ensure that the group size remains manageable, usually between 6 and 10 people.


Select the Moderator

Choose an experienced moderator to lead the focus group. This person should be skilled at leading discussions and maintaining a neutral presence, allowing for unbiased information gathering.


Prepare Materials

Create materials to guide the focus group, such as a discussion guide for the moderator, visual aids, and consent forms for the participants.


Choose a Location

Select a quiet, comfortable, and neutral location where the focus group can take place. Ensure that it is easily accessible for all participants and provides a relaxed atmosphere to foster open discussion.


Conduct the Focus Group

Hold the focus group session with the moderator leading the discussion. Encourage participants to share their thoughts and opinions freely. The moderator should probe deeper into participants' responses to understand their motivations and reasoning.


Record and Observe

Capture the focus group conversation through audio or video recording (with consent). Take additional notes on non-verbal cues and dynamics between participants, as these can provide valuable insights.


Analyze Results

Review the recordings and notes to identify key themes, insights, and patterns in the participants' responses. Use these findings to inform your research objectives and develop actionable recommendations.


Report Findings

Summarize the focus group findings and key insights in a clear and concise report. Include direct quotes and relevant examples to support your conclusions. Share the report with relevant stakeholders to inform decision-making.

Support the project

Donate to UX Methods today. As the largest UX method database on the web, your contributions will help maintain our platform and drive exciting new features. Keep the resource free, up-to-date, and comprehensive for everyone. Make a difference in the UX community!