Focus Groups: Supporting Effective Product Development

The focus group is widely used as a tool for increasing the understanding of users and their requirements, and identifying potential solutions for these requirements. Its main value lies in the conveyance of less tangible information that cannot be obtained using more traditional methods. Eliciting user needs beyond the functional is crucial for effective product and system development. This approach offers one way in which such needs may be elicited.

Whilst most texts in this area cater for marketing, political and social science research, this book sets out the way focus groups can be applied particularly to ergonomics (human factors) and design-related projects, and compares their use with other methods. Examples from a wide range of subject areas including IT systems, product design and health and safety research are included. The book demystifies the subject and includes practical guidance on setting up and running focus group sessions, to enable and encourage the professional and novice to employ these techniques usefully and with confidence.

This is an ideal book for the undergraduate student to the professional. It is written for both ergonomists and designers.