1. THE POWER OF FOCUS GROUPS IN DESIGN RESEARCH Boston Usability Professionals Association Kay Corry Aubrey Usability Resources Inc Kay@UsabilityResources.net June 9, 2010

3. Surveys

4. Site visits

5. Card sorts

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

7. Research methods landscape (Christian Rohrer) Copyright 2010 Christian Rohrer – reprinted with author’s permission

8. Research methods landscape (Christian Rohrer) Copyright 2010 Christian Rohrer – reprinted with author’s permission

9. Research methods landscape (Christian Rohrer) Copyright 2010 Christian Rohrer – reprinted with author’s permission

11. Conversational

12. Synergistic

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

15. Invented in the 1930’s by sociologist Dr. Robert K. Merton

17. Carefully planned

19. 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

20. NUTS & BOLTS OF RUNNING A GROUP

22. Ask the right questions, and

25. Formalize criteria into a screener

26. Monitor the recruiting

28. 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

30. quickly establish & maintain rapport with strangers

31. connect dots in real time

32. remain neutral & poker faced

33. guide the group process

35. Starts with the introduction – ground rules and connection

36. Scope people out early – notice behavior and communication patterns

37. Keep tabs on each person’s emotional state, draw out quiet ones, let them know you are interested in them

38. Guard your words and actions

40. Manage time so you cover the critical topics

41. Be ready to follow the group as long as they are serving the objectives

42. Interrupt and redirect as needed

44. Ground rules (always!!)You have about 5 minutes to set the tone before digging in

46. Talk in a voice as loud as mine so your voice will be recorded properly

47. Avoid side conversations with your neighbors

48. I need to hear from everyone: however, you do not have to answer every question

49. Work for “equal air time” so everyone gets a chance to participate equally

50. Allow for different points of view. There are no wrong answers

51. Say what you believe, whether or not anyone else agrees with you

52. Only one person at a time should be up or out of the roomGround rules give everyone a sense of security because they establish group norms

54. Gives you a chance to scope out people’s behavior and communication patterns

57. General questions are social icebreakers + help people wrap minds around a topic

58. Consider giving people homework to get them thinking about how the topic impacts them in their everyday life

60. Think only of what they are saying

61. Acknowledge them with a nod, smile or neutral remark

62. Paraphrase for clarification

63. Summarize the essence of their point

65. Participants should feel relaxed and on the same wave length as the other people in the group

66. Discussion moves to an increasing level of detail and complexity

68. Ask for divergent and additional thoughts

69. Check with study sponsor for additional questions

73. Ask “quick questions” that lead to “long answers”

75. Follow up – most common, sheds more light on a comment

76. Open-ended – encourages broad thinking

78. “What motivated you to do this?”

79. “Please follow that thought further”

80. “What factors played into your decision?”

81. “What else should I be asking?”Stay within participant’s comfort zone!

84. NEW REMOTE METHODS

85. Online focus groups remove logistical hassles But you miss their physical presence & body language

87. Anonymity delivers richer insightsYou can have 15-20 participants contributing over several days

89. BURKE INSTITUTE, Cincinnati OH http://www.burke.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 PRESENTATION User Experience Research Methods in 3D: What to Use When and How to Know You’re Right, Christian Rohrer, http://www.xdstrategy.com

90. QUESTIONS??? Thank you!!!

91. ABOUT KAY Ms. Kay Corry Aubrey is the owner of Usability Resources Inc of Bedford MA, which specializes in qualitative research for user-centered design. Kay has 20 years experience in applying qualitative research methods and usability testing to consumer & technology products and services. She is on the faculty of Northeastern University where she teaches graduate courses in usability, user research, and interaction design. She is the business editor of the QRCA VIEWS magazine, a market research journal that is read by over 5000 qualitative research consultants and buyers. Kay has extensive experience doing focus group moderation and usability research with small and medium-sized business & organizations. Recent clients in this area include AT&T unified communications, Constant Contact, iRobot, the Massachusetts Medical Society, the Mayo Clinic, and the Boston VA Research Institute (BVARI). Kay Corry Aubrey – User Experience Research & Design – Usability Resources Inc Kay@UsabilityResources.net, 781-275-3020