For Design, Focus Groups Suck
Ian Lurie Mar 30 2009
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…
CEO & Founder
Ian Lurie is CEO and founder of Portent Inc. He’s recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch.
Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle.