Bite-size UX: One-on-one research vs Focus Groups

I was talking to a friend the other day. She had gone to a Market Research workshop where the instructor was talking about the right methodology to use. When it came to qualitative research, to my friend’s surprise the instructor picked Focus Groups. Not 1-on-1 but focus groups.

I recently taught a webinar where I illustrated why nothing beats One-on-one research for insights, especially not focus groups. Here’s an image to illustrate why.

one-on-one vs focus group research


If you’re going to do some research with a few customers. Please do one-on-one research. You can always follow it with a survey to layer on quantitative findings. Just say no to a focus group(s). Your customers will thank you.