Rob Tannen posted the following question to IxDA.org:
What do you see as the current or emerging trends in user interface design? I don’t mean the big changes like gestural interfaces, mobile devices, social networking, etc—I mean the more specific changes to the information architecture…
Addressing fundamental problems with focus groups.
The purpose of this article is to raise consciousness about fundamental problems with traditional focus groups used for product development. Even experienced researchers often ignore, dismiss, or are sometimes even unaware of these issues and how they may be impacting the quality of their research.
1. There is a gap between what focus group participants say and what they do.
Traditional focus groups do not provide an accurate read on customer behavior.
If you are relying on focus groups to get a direct read on customer behavior or purchase intent, you are most likely using the wrong method. Moderators who tell you they can provide you with “insights” on these topics may be well intentioned, but are likely overconfident of their abilities or lacking serious understanding of the wealth of research that’s been done in this area.