Research made simple: Focus Groups

A focus group is a small, guided discussion used in UX, product, and market research to understand what people think, feel, need, and expect.

It can take place online or in person, and usually involves people who represent the intended users or customers of a product, service, or idea.

During the session, participants are invited to share their opinions, experiences, reactions, and frustrations in a relaxed setting. This helps teams learn what works well, what feels unclear, what could be improved, and what matters most to the people they are designing for.

Focus groups can be useful for companies of all sizes: from startups testing early ideas to larger organisations improving existing products and services.

Rather than relying on assumptions, they help teams listen directly to people and make better-informed decisions.

At their heart, focus groups turn real conversations into better products, services, and experiences.