It is a form of qualitative research consisting of interviews in which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging.

  • Gauging opinions, feelings, and attitudes about a product, service, marketing campaign, or brand
  • The dynamic created by a small group of carefully recruited people, when guided by a skilled moderator, can provide insight into themes, patterns, and trends.
  • Allows participants to openly share experiences, perceptions, wants/needs, and fantasies.
  • Design-related inquiries may include:
    • Reviewing processes that take place over time
    • Explanations of what is not desirable about the current state
    • Uncovering the underlying emotions while going through a given process
    • Work-arounds and hacks to improve the process
    • Learning how members establish social capital
    • Understanding constructs and mental models shared by group members
  • Pay attention to the logic behind conclusions, stories, metaphors, and analogies, as well as how participants describe their experiences, preferences, and memories.

More Readings,

Diary studies are a form of longitudinal research(research that takes place over a long period of time with the same participants). Typically, users self-report their activities at regular intervals to create a log of their activities, thoughts, and ...

An interviewing technique that reveals connections between a product’s characteristics and personal values It builds on Means–End Theory, which posits that people make purchasing decisions based on consequences afforded by using the produc...

Elements that move in the same direction are perceived to be more related than elements that move in different directions or are stationary. Perceptual organization of movement. In perception: Gestalt principles. One Gestalt principle, that of commo...

Paper-prototyping interactions and value exchanges among people, artifacts, and environments Business origami is a service design activity where stakeholders build a physical representation of a system and then prototype future or alternative ...

An interview in qualitative research is a conversation where questions are asked to elicit information. The interviewer is usually a professional or paid researcher, sometimes trained, who poses questions to the interviewee, in an alternating series ...

Research to evaluate the usability and learnability of your competitors’ products This complements traditional marketing strategies and business audits by considering the social, economic, and technical context. It allows design teams to ...

What about my blog ? Topics may you like.