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 experience prototype is a simulation of the service experience that foresees some of its performances through the use of the specific physical touchpoints involved. The experience prototype allows designers to show and test the solution through a...

Using web-based tools to reveal statistically relevant data for usability enhancements Enables design teams to leverage web-based tools to collect statistically significant information about what people are doing on your website or web application. ...

A method of illustrating relationships and patterns in system behaviors by representing two or more system variables in a controlled way. People understand the way the world works by identifying relationships and patterns in or between systems. On...

In the social sciences, triangulation is often used to indicate that two (or more) methods are used in a study in order to check the results of one and the same subject. "The concept of triangulation is borrowed from navigational and land surveying t...

A framework aligning task behaviors, beliefs, and emotions with product and service features. Can help you articulate root causes behind behaviors and develop solutions that deeply resonate with people. Diverse groups identified for study a...

Testing of prototypes, products, or interfaces by users of a system in design development This gauges human expectations against a designed artifact, determining whether something is useful, usable, and desirable. Testing should collect per...