How to fix the 5 most common mistakes with focus groups
In the guide Customer interviews
How to Fix the 5 Most Common Mistakes with Focus Groups
Jay Eskenazi (UX Magazine) lists five flaws of focus groups: what people say differs from what they do, samples are small, dominant participants steer the group, introverts stay silent, and vivid comments stick in memory and bias the conclusions. He recommends observing real use and, where possible, running sessions online to limit group effects.
Source: UX Magazine
First published on LinkedIn on March 30, 2016. View the original post