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At World of Digits, our goal is to deliver consulting services that create outstanding experiences for your employees and your customers. Not just some of them. All of them.


Focus Group

The focus group is a special form of group interview. Several participants gathered around a predefined subject express themselves and exchange ideas, opinions or opinions. The dynamics of interaction in the group help everyone to explore, clarify and buil their point of view. On the work and the data of the data. Needs, attitudes, options or hasgs of memes.

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5 - 10


30 min


3 hours max.

Difficulty Level


Focus group illustration


The focus group is a qualitative method of collecting data based on the discussions of the group of participants, on a subject predefined by an animator. The opinions, attitudes, and needs of participants about a system, a product of a service, or simply a concept are collected. It can be used to prepare a survey that will be disseminated to a wider sample of people. It is an essential method of exploration, can be associated with the experience map, cultural probes, and know the experience that wishes to live the user.


Collect data through the effect of interruption. The characters answer questions, and allow to create a group dynamics on the basis of the reaction of others (sharing of experience, common concern, common needs ...). It is useful for revealing points of agreement, conflict or uncertainty between users. Allows you to collect data quickly, and to involve users.

Your step by step guide to run the method

Exploration: We seek to collect the attitudes of users on a given subject, to help designers understand how a product is understood, judged or appreciated
Feature prioritization: This focus group identifies the features of a system deemed most attractive to target users. The data collected guides the design of the system and helps if necessary to choose the features that should be
retained or rejected.
Competitiveness analysis: We want to know what elements of a system or information on a site are perceived as the most interesting and innovative for
Understand trends: This focus group is usually used to make sense of the information gathered during a questionnaire or observations. It helps to determine the causes of user behavior.


The organization of a focus group is not always easy, because you have to recruit severalparticipants who will have to be available at the same time over a fairly wide time range:
Define the subject to be treated, identify a place for the focus group.
Choose a qualified andexperienced facilitator.
Identify recruit and invite participants.
Prepare a set of questions andactivities and perform a pre-test.
Confirm the sessions with the participants by indicating thepractical information.
Make sure by phone or e-mail that the participants will be present on the day of the focus group.
Organize logistics (room, equipment, snacks).

STEP 1 – Welcome (5min)

Welcoming participants.

STEP 2 – Introduction of the focus group (5 min)

Explanation of objectives and planned activities. Signatures of the consent form.

STEP 3 – Icebreaker activity (10min)

Icebreaker activity: Fun exercise to create a link between participants and promote group

STEP 4 – Questions and support activities (80min)

Deployment of the main activities of the focus group related to the theme to be explored.

STEP 5 – Conclusion (5min)

Summary of the activities carried out and ideas expressed duran tle focus group.
Closing and thanks by the participants.

STEP 6 – Analyze the results

Analyze content, note taking / recording sessions.

A real template that can help you

Related methods or techniques?

– Completion of sentences
– Picture écitation
– Generative techniques
– Scenarios


- Consent form
- Animation guide
- Audio recording

Who should be involved

- UX Research
- UX / UI Designer
- User
- Product Owner
- Observer


- Affinity dagram (Jiro Kawakita)
- Focus group online (asynchrone or synchrone)
Get in touch

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