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,

The Pareto principle (also known as the 80/20 rule, the law of the vital few, or the principle of factor sparsity) states that, for many events, roughly 80% of the effects come from 20% of the causes. Management consultant Joseph M. Juran suggested t...

The Aesthetic-Usability Effect is a condition whereby users perceive more aesthetically pleasing designs to be easier to use than less aesthetically pleasing designs. The effect has been observed in several experiments and has significant implication...

A heuristic evaluation is a usability inspection method for computer software that helps to identify usability problems in the user interface (UI) design. It specifically involves evaluators examining the interface and judging its compliance with rec...

Exploratory research is research conducted for a problem that has not been studied more clearly, intended to establish priorities, develop operational definitions and improve the final research design. Exploratory research helps determine the best re...

By now UX researchers are familiar with the importance of understanding the usage context of an interface–the physical environment where people are normally using an interface. Remote research opens the door to conducting research that also happens...

Contextual inquiry is a semi-structured interview method to obtain information about the context of use, where users are first asked a set of standard questions and then observed and questioned while they work in their own environments. Four pri...