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Focus groups for
    design research
New Hampshire Usability Professionals
           Association

            Presenter: Kay Corr y Aubrey
            M a r c h 24 , 2 010
Common types of design research
•    Interviews
•    Surveys
•    Site visits
•    Card sorts
•    Usability testing

    Involves observation and analysis of the user experience – one
    individual at a time. Often times you already know the
    questions you want to ask.




                                                                     2
Why use groups?
Groups are -
       • Spontaneous
       • Conversational
       • Synergistic
       • Open

They give you the chance to learn more about your target
  audience’s thought & decision-making process




                                                           3
A little background on focus groups
• They are a “group interview” with people who
  share common characteristics
• Invented in the 1930’s by sociologist Dr. Robert
  K. Merton
• Borrows from sociology, psychology, anthropology,
  and ethnography

OTHER ASPECTS
• Rely on a trained moderator
• Carefully planned
• Insights can be generalized to a larger audience



                                                      4
When should you use them?
     Focus groups are best for gathering insights on
       perceptions, opinions, beliefs, and attitudes (POBAs*)
                 Example uses
                       • Float a concept
                       • Figure out the right questions & language for a
                         survey
                       • Determine content items for a card sort
                       • Get content and feature ideas for a large portal
                       • Learn more about a target audience’s needs,
                         pain points, aspirations
Focus groups work best where you can get the best insight about your
audience by listening to their conversation


*RIVA Training Institute                                                    5
Moderating is fun but not easy

Your role is to get a group of strangers to talk
deeply among themselves about your issues.

It takes time to learn the skills




                                                   6
Nuts & Bolts of Running a
                   Group
Moderation + Recruitment matter

THE MODERATOR MUST KNOW HOW TO
• Guide the group process,
• Ask the right questions, and
• Make sure to bring the right participants in
  the room




                                                 8
Each participant costs $500
• When you add all costs associated with a focus group
  (room, honorariums, recruitment fee, moderator fee,
  food, etc) a typical group costs $6,500
• So you have to be on the money with the people you
  select

ADVICE
• Find a professional recruiter you trust
• Formalize criteria into a screener
• Monitor the recruiting
• Rescreen yourself (if possible)



                                                         9
Spend time refining your screener –
   stay in close touch with the recruiter
                                             RECRUITING FOR A FOCUS
                                             GROUP IS SIMILAR TO
                                             RECRUITING FOR A USABILITY
                                             TEST

                                             Except you have 6-12 people
                                             coming at once

                                             The people in your group must
                                             share the key characteristics
                                             and be able to express
                                             themselves




To get the right people you need to ask the right questions
                                                                             10
Monitor the recruiting progress




Your recruiter should send you daily updates –

They should send you a spreadsheet showing the key characteristics of the
people they’ve chosen. A good recruiter will call you when they have
questions. Make sure they really understand the type of person you need.

Make sure the recruiter accurately describes the nature of the group so the
participant knows what to expect., without being too detailed


                                                                              11
What makes a good moderator?
ABILITY TO
• really listen & enter another person’s world
• quickly establish & maintain rapport with
  strangers
• connect dots in real time
• remain neutral & poker faced
• guide the group process
• internalize study objectives so you can ask the
  right questions


                                                    12
Managing group dynamics
• Divide attention between what people are saying
  and how the group is doing
• Starts with the introduction – ground rules and
  connection
• Scope people out early – notice behavior and
  communication patterns
• Keep tabs on each person’s emotional state, draw
  out quiet ones, let them know you are interested in
  them
• Guard your words and actions
• Rapport is your gold!!!

                                                        13
Keep things moving
• Know the moderator guide inside & out
• Manage time so you cover the critical topics
• Be ready to follow the group as long as they are
  serving the objectives
• Interrupt and redirect as needed
• Dig into your moderator bag of tricks when energy
  sags




                                                      14
The Introduction (5 minutes)
Sets the tone for the group.
Goals: establish climate of trust and open communication
  so people feel safe to express themselves, and they
  understand why they are there

Components
• Preamble (greetings, purpose, general plan, disclosures)
• Ground rules (always!!)

You have about 5 minutes to set the tone before digging in



                                                             15
Ground Rules
ADJUST THE RULES TO YOUR AUDIENCE
• Please talk one at a time
• Talk in a voice as loud as mine so your voice will be recorded
  properly
• Avoid side conversations with your neighbors
• I need to hear from everyone: however, you do not have to
  answer every question
• Work for “equal air time” so everyone gets a chance to
  participate equally
• Allow for different points of view. There are no wrong answers
• Say what you believe, whether or not anyone else agrees with
  you
• Only one person at a time should be up or out of the room

Ground rules give everyone a sense of security because they
   establish group norms
                                                                   16
Have everyone introduce themselves
• Point is to get each person talking and for them to learn
   a bit about each other so they are more comfortable
• Gives you a chance to scope out people’s behavior and
   communication patterns
• Write down 2-3 things you want people to say, include
   something fun:
         “tell us… your first name and your favorite type of
          doughnut”
• Never ask a question that creates tension or indicates
  social status (e.g., where was your last vacation or what
  kind of car do you drive)


                                                               17
How to get them to talk


             Start with general
             questions to warm up the
             group before asking more
             detailed questions




   Use the “hour glass” approach



                                        18
Rapport & Reconnaissance (10 min)
• Get the ball rolling by asking general questions
  everyone can answer
• General questions are social icebreakers + help
  people wrap minds around a topic
• Consider giving people homework to get them
  thinking about how the topic impacts them in
  their everyday life
• End with a simple group exercise, an
  intervention


                                                     19
Some tips for active listening
• Look at the person talking
• Think only of what they are saying
• Acknowledge them with a nod, smile or neutral
  remark
• Paraphrase for clarification
• Summarize the essence of their point
• Relate it to other themes in the group




                                                  20
In-Depth Investigation (60-75 min)
• Questions become more detailed and focused
  on issues related to the study topic
• Participants should feel relaxed and on the
  same wave length as the other people in the
  group
• Discussion moves to an increasing level of
  detail and complexity
• Moderator delivers clear questions and
  activities, keeps conversation flowing among
  group members, and keeps energy high

                                                 21
Closure

• Summarize group’s conclusions
• Ask for divergent and additional thoughts
• Check with study sponsor for additional
  questions
• Thank participants & give them their
  honorariums




                                              22
The art of asking great
      questions
Begin with the end in mind
• A well-crafted objective serves as the guiding light for
  the study

  “POBA” area + target audience + key topic area or issues
  to be explored -> use 30 words or less

Example:
“To gain an understanding of special educator’s attitudes
  towards technology in their classroom and to learn the
  opportunities and barriers for our product.”



                                                             24
You want people to hear & respond to
each other’s opinions

SET A CLIMATE FOR OPEN COMMUNICATION
• Your questions need to be clear, simple, jargon-
  free and support the study objective
• Ask “quick questions” that lead to “long
  answers”
• Participants should do 80% of the talking




                                                     25
Question Types
• Introductory – designed to get people thinking
  about a topic
• Follow up – most common, sheds more light on
  a comment
• Open-ended – encourages broad thinking
• Close-ended - puts people back on track,
  summarizes consensus, draws shy people out




                                                   26
Probes

A very special type of question – allows you to
  explore new terrain

SOME EXAMPLES OF PROBES
•   “How so”?
•   “What motivated you to do this?”
•   “Please follow that thought further”
•   “What factors played into your decision?”
•   “What else should I be asking?”
Stay within participant’s comfort zone!

                                                  27
Interventions

LITTLE ACTIVITIES THAT BREAK THINGS UP
Examples of an intervention:
• Can be as simple as taking a poll or writing
  comments on an easel …or as complex as doing
  a collage
• Typical interventions -> showing product
  concepts, ad copy, card or picture sorts




                                                 28
Interventions get below the surface




                                      29
New remote methods
Online focus groups remove logistical
hassles




But you miss their physical presence & body language
                                                       31
Online bulletin boards provide depth
                                                    Best choice when
                                                    • You need a lot of
                                                       information on a
                                                       topic
                                                    • Anonymity delivers
                                                       richer insights




You can have 15-20 participants contributing over several days

                                                                           32
Resources
TRAINING
• RIVA MARKET RESEARCH, Bethesda MD http://www.rivainc.com/
• BURKE INSTITUTE, Cincinnati OH http://www.burke.com/
• LIVINGSTON GROUP, Windham NH
   http://www.projectivetechniques.com/

ORGANIZATION
QRCA (Qualitative Research Consultants Organization) www.QRCA.org

BOOKS
“Beyond Listening”, Goebert & Rosenthal, Wiley, 2002
“Hidden Art of Interviewing People,”, McPhee & Terry, Wiley, 2007
“The Mirrored Window”, Langer, PMP, 2001
“Moderating to the Max” Bystedt, etal, PMP Books, 2003
“Qualitative Market Research”, Mariampolski, Sage, 2001


                                                                    33
About us

Kay Corry Aubrey, Usability Researcher
Kay Corry Aubrey is the owner of Usability Resources, which specializes in user-
centered research and design. Kay has over 20 years of experience in applying
qualitative research methods and usability testing to technology-oriented products
and collaborative software. She has led user research and usability and design
efforts for dozens clients including AT&T, Affinnova, Constant Contact, Monster
Worldwide, the Massachusetts Medical Society, the Mayo Clinic, and iRobot.

Kay has taught at Northeastern University and Bentley University’s Center for Human
Factors and Information Design. She is the managing editor of the QRCA VIEWS
magazine, a market research journal that is read by over 5,000 qualitative research
consultants and buyers. Kay has an MSW from Boston University’s School of Social
Work, an MS in information systems from Northeastern University’s Graduate School
of Engineering, and a BA from McGill University. She is a RIVA-certified Master
Moderator who enjoys doing research with both groups and individuals.

For further information on Kay’s background, please visit
www.UsabilityResources.net or contact her at Kay@UsabilityResources.net.


                                                                                     34
QUESTIONS???


Thank you!!!

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New hampshire upa march 24 2010

  • 1. Focus groups for design research New Hampshire Usability Professionals Association Presenter: Kay Corr y Aubrey M a r c h 24 , 2 010
  • 2. Common types of design research • Interviews • Surveys • Site visits • Card sorts • Usability testing Involves observation and analysis of the user experience – one individual at a time. Often times you already know the questions you want to ask. 2
  • 3. Why use groups? Groups are - • Spontaneous • Conversational • Synergistic • Open They give you the chance to learn more about your target audience’s thought & decision-making process 3
  • 4. A little background on focus groups • They are a “group interview” with people who share common characteristics • Invented in the 1930’s by sociologist Dr. Robert K. Merton • Borrows from sociology, psychology, anthropology, and ethnography OTHER ASPECTS • Rely on a trained moderator • Carefully planned • Insights can be generalized to a larger audience 4
  • 5. When should you use them? Focus groups are best for gathering insights on perceptions, opinions, beliefs, and attitudes (POBAs*) Example uses • Float a concept • Figure out the right questions & language for a survey • Determine content items for a card sort • Get content and feature ideas for a large portal • Learn more about a target audience’s needs, pain points, aspirations Focus groups work best where you can get the best insight about your audience by listening to their conversation *RIVA Training Institute 5
  • 6. Moderating is fun but not easy Your role is to get a group of strangers to talk deeply among themselves about your issues. It takes time to learn the skills 6
  • 7. Nuts & Bolts of Running a Group
  • 8. Moderation + Recruitment matter THE MODERATOR MUST KNOW HOW TO • Guide the group process, • Ask the right questions, and • Make sure to bring the right participants in the room 8
  • 9. Each participant costs $500 • When you add all costs associated with a focus group (room, honorariums, recruitment fee, moderator fee, food, etc) a typical group costs $6,500 • So you have to be on the money with the people you select ADVICE • Find a professional recruiter you trust • Formalize criteria into a screener • Monitor the recruiting • Rescreen yourself (if possible) 9
  • 10. Spend time refining your screener – stay in close touch with the recruiter RECRUITING FOR A FOCUS GROUP IS SIMILAR TO RECRUITING FOR A USABILITY TEST Except you have 6-12 people coming at once The people in your group must share the key characteristics and be able to express themselves To get the right people you need to ask the right questions 10
  • 11. Monitor the recruiting progress Your recruiter should send you daily updates – They should send you a spreadsheet showing the key characteristics of the people they’ve chosen. A good recruiter will call you when they have questions. Make sure they really understand the type of person you need. Make sure the recruiter accurately describes the nature of the group so the participant knows what to expect., without being too detailed 11
  • 12. What makes a good moderator? ABILITY TO • really listen & enter another person’s world • quickly establish & maintain rapport with strangers • connect dots in real time • remain neutral & poker faced • guide the group process • internalize study objectives so you can ask the right questions 12
  • 13. Managing group dynamics • Divide attention between what people are saying and how the group is doing • Starts with the introduction – ground rules and connection • Scope people out early – notice behavior and communication patterns • Keep tabs on each person’s emotional state, draw out quiet ones, let them know you are interested in them • Guard your words and actions • Rapport is your gold!!! 13
  • 14. Keep things moving • Know the moderator guide inside & out • Manage time so you cover the critical topics • Be ready to follow the group as long as they are serving the objectives • Interrupt and redirect as needed • Dig into your moderator bag of tricks when energy sags 14
  • 15. The Introduction (5 minutes) Sets the tone for the group. Goals: establish climate of trust and open communication so people feel safe to express themselves, and they understand why they are there Components • Preamble (greetings, purpose, general plan, disclosures) • Ground rules (always!!) You have about 5 minutes to set the tone before digging in 15
  • 16. Ground Rules ADJUST THE RULES TO YOUR AUDIENCE • Please talk one at a time • Talk in a voice as loud as mine so your voice will be recorded properly • Avoid side conversations with your neighbors • I need to hear from everyone: however, you do not have to answer every question • Work for “equal air time” so everyone gets a chance to participate equally • Allow for different points of view. There are no wrong answers • Say what you believe, whether or not anyone else agrees with you • Only one person at a time should be up or out of the room Ground rules give everyone a sense of security because they establish group norms 16
  • 17. Have everyone introduce themselves • Point is to get each person talking and for them to learn a bit about each other so they are more comfortable • Gives you a chance to scope out people’s behavior and communication patterns • Write down 2-3 things you want people to say, include something fun: “tell us… your first name and your favorite type of doughnut” • Never ask a question that creates tension or indicates social status (e.g., where was your last vacation or what kind of car do you drive) 17
  • 18. How to get them to talk Start with general questions to warm up the group before asking more detailed questions Use the “hour glass” approach 18
  • 19. Rapport & Reconnaissance (10 min) • Get the ball rolling by asking general questions everyone can answer • General questions are social icebreakers + help people wrap minds around a topic • Consider giving people homework to get them thinking about how the topic impacts them in their everyday life • End with a simple group exercise, an intervention 19
  • 20. Some tips for active listening • Look at the person talking • Think only of what they are saying • Acknowledge them with a nod, smile or neutral remark • Paraphrase for clarification • Summarize the essence of their point • Relate it to other themes in the group 20
  • 21. In-Depth Investigation (60-75 min) • Questions become more detailed and focused on issues related to the study topic • Participants should feel relaxed and on the same wave length as the other people in the group • Discussion moves to an increasing level of detail and complexity • Moderator delivers clear questions and activities, keeps conversation flowing among group members, and keeps energy high 21
  • 22. Closure • Summarize group’s conclusions • Ask for divergent and additional thoughts • Check with study sponsor for additional questions • Thank participants & give them their honorariums 22
  • 23. The art of asking great questions
  • 24. Begin with the end in mind • A well-crafted objective serves as the guiding light for the study “POBA” area + target audience + key topic area or issues to be explored -> use 30 words or less Example: “To gain an understanding of special educator’s attitudes towards technology in their classroom and to learn the opportunities and barriers for our product.” 24
  • 25. You want people to hear & respond to each other’s opinions SET A CLIMATE FOR OPEN COMMUNICATION • Your questions need to be clear, simple, jargon- free and support the study objective • Ask “quick questions” that lead to “long answers” • Participants should do 80% of the talking 25
  • 26. Question Types • Introductory – designed to get people thinking about a topic • Follow up – most common, sheds more light on a comment • Open-ended – encourages broad thinking • Close-ended - puts people back on track, summarizes consensus, draws shy people out 26
  • 27. Probes A very special type of question – allows you to explore new terrain SOME EXAMPLES OF PROBES • “How so”? • “What motivated you to do this?” • “Please follow that thought further” • “What factors played into your decision?” • “What else should I be asking?” Stay within participant’s comfort zone! 27
  • 28. Interventions LITTLE ACTIVITIES THAT BREAK THINGS UP Examples of an intervention: • Can be as simple as taking a poll or writing comments on an easel …or as complex as doing a collage • Typical interventions -> showing product concepts, ad copy, card or picture sorts 28
  • 29. Interventions get below the surface 29
  • 31. Online focus groups remove logistical hassles But you miss their physical presence & body language 31
  • 32. Online bulletin boards provide depth Best choice when • You need a lot of information on a topic • Anonymity delivers richer insights You can have 15-20 participants contributing over several days 32
  • 33. Resources TRAINING • RIVA MARKET RESEARCH, Bethesda MD http://www.rivainc.com/ • BURKE INSTITUTE, Cincinnati OH http://www.burke.com/ • LIVINGSTON GROUP, Windham NH http://www.projectivetechniques.com/ ORGANIZATION QRCA (Qualitative Research Consultants Organization) www.QRCA.org BOOKS “Beyond Listening”, Goebert & Rosenthal, Wiley, 2002 “Hidden Art of Interviewing People,”, McPhee & Terry, Wiley, 2007 “The Mirrored Window”, Langer, PMP, 2001 “Moderating to the Max” Bystedt, etal, PMP Books, 2003 “Qualitative Market Research”, Mariampolski, Sage, 2001 33
  • 34. About us Kay Corry Aubrey, Usability Researcher Kay Corry Aubrey is the owner of Usability Resources, which specializes in user- centered research and design. Kay has over 20 years of experience in applying qualitative research methods and usability testing to technology-oriented products and collaborative software. She has led user research and usability and design efforts for dozens clients including AT&T, Affinnova, Constant Contact, Monster Worldwide, the Massachusetts Medical Society, the Mayo Clinic, and iRobot. Kay has taught at Northeastern University and Bentley University’s Center for Human Factors and Information Design. She is the managing editor of the QRCA VIEWS magazine, a market research journal that is read by over 5,000 qualitative research consultants and buyers. Kay has an MSW from Boston University’s School of Social Work, an MS in information systems from Northeastern University’s Graduate School of Engineering, and a BA from McGill University. She is a RIVA-certified Master Moderator who enjoys doing research with both groups and individuals. For further information on Kay’s background, please visit www.UsabilityResources.net or contact her at Kay@UsabilityResources.net. 34