For Design, Focus Groups Suck

Ian Lurie

focus groups
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…

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Comments

  1. 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….

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