For Design, Focus Groups Suck
March 30, 2009 by ian
Don't take my word for it. Jakob Nielsen said it best in 2001.
Of course you can try a focus group. Do your design. Then put 10 strangers in a small box, give them free candy, point 10 cameras at them and start firing questions. Oh, and don't forget to make sure there's a painfully obvious slab of one-way glass on one wall so they know they're being observed.
You know you'll get their natural reaction in that situation...
Join the Conversation:
diane says:
March 30, 2009 14:49
Heh! Tell that to the marketing and brand people. Taking away their focus groups would be like taking away their bonuses. They'd go into withdrawal and start babbling piteously....