Clemson Usability Group

Focus groups are a great tool to ascertain users’ reactions to new product ideas or marketing campaigns. This informal technique can be used both before interface design and long after it has been launched into the market place. A group of 7-8 people, led by a skilled moderator, allows members to feed off each others’ ideas and express opinions about the product at hand. This technique is also useful and efficient in determining users’ needs and preferences, which is information that might not emerge with standard usability testing.