Focus Groups

Published on March 6, 2019 by

Themes: , , , ,


To define a problem, expand the designers’ understanding and generate new ideas


A staged face-to-face discussion, typically involving 6 to 12 people and chaired by an impartial moderator


One Day


Audio/Video recorder, paper, pencil, questionnaire


In Small Groups


The correct selection of focus group participants is critical as group dynamics play a key role, as some participants may be empowered, other intimidated. Focus groups can take a great deal of time and energy to organise, but for the inclusive design process it can offer fresh insights for design researchers as well as generate a wider understanding between participants.


Observations, Contextual Interviews


Methods – Focus groups, Accessed at

One Shot: Packaging guidelines for single-use medical devices, Helen Hamlyn Centre for Design, Accessed at

Alternative View: Developing smartphones with low vision communities, access at

Bruseberg, A., McDonagh, P.D.  (2002). Focus Groups to support the Industrial/Product Designer: A review based on current literature and designers feedback. Applied Ergonomics v. 33, i. 1, pp. 27-38

Gibbs, A. (1997) Focus Groups Social Research Update, access at


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