Focus Groups & Interviews - Situated Research

Guided Interviews

Focus groups provide group consensus on what consumers want, or how they feel after using a product. Interviews accomplish the same without the bias of others’ opinions in group settings.

Ask the Right Questions

Moderators often influence participants or ask leading questions that push their responses in a particular direction. Utilize our expertise to get unbiased and accurate responses from users.

Inform Design

By asking the right questions, we’ll help you will figure out what users desire in your product, or how satisfying it is to use. This will generate areas of focus for your design team.

Find What Users Want

We have moderated interview sessions with users to help clients figure out where to focus their design efforts. Once a team is able to focus their design efforts we find that it makes for a smoother design process moving forward.

A Focus Group is a moderated discussion that typically involves 5 to 10 participants. Through a focus group, you can learn about users’ attitudes, beliefs, desires, and reactions to concepts. Interviews accomplish the same without bias from other users.

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Gain Unbiased Feedback

Focus groups and interviews are a traditional market research technique where users tell you about their experiences or expectations. To verify these user experiences, usability tests can be used in conjunction with focus groups or interviews to allow you to observe users and draw conclusions.

To talk to users effectively, you will have to ask the right questions in a way that doesn’t lead their behavior, or their responses. Design the ‘right’ product by using Situated Research to interview users about your product.

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