Focus Groups are an informal assembly of users whose opinions are requested about a specific topic. The goal is to elicit perceptions, feelings, attitudes and ideas of participants about the topic.

Pros:

• Way of gathering detailed information and views about a product or service
• Useful for obtaining range of opinions rather than strength of opinions

Cons:

• May not have a very high uptake as customers need to devote time
• May have problems recruiting for group - use incentives
• Results should not be generalized or 'projected' to a larger group
• Risk participants might influence each other or inhibit others from sharing honest thoughts or feedback

Loan policy changes consultation 

ASK (Academic Skills Kit) development

Walton UX project