It’s amazing how often people confuse Focus Groups with Usability Testing. Let’s set the record straight. What’s the difference?
Focus Groups
Focus groups are group discussions. You recruit several targeted users, get them in a room together with a moderator, and ask them questions.
Focus groups are wonderful for:
For example, let’s say Facebook wanted to identify new features their users might like. Holding a series of focus groups would be a great way not only to get feedback on ideas you’re thinking of implementing, but in generating ideas you’d never even thought of.
Focus Groups are best used early in the process, i.e. before development (or re-development).
Pitfalls of focus groups include:
It might sound like I’m dissing focus groups, but that isn’t my intent. Focus groups can lead to valuable insights. But they’re often used inappropriately. They are not, for example, the best way to find usability issues on a website.
Usability Tests
Usability tests are totally different. First, they aren’t groups at all; they’re conducted one-on-one.
And you don’t simply ask user’s opinions on your site. Rather, you to observe how people actually use and react to your site.
In a typical test session, a moderator sits beside the user and assigns a series of realistic tasks. The subject is asked to “think out loud” as he completes the tasks. The moderator carefully observes what the user is doing, and can ask follow-up questions, etc. (This is critical, as it helps uncover why users are stumbling, how they feel about the site, etc.)
Obviously, you don’t just do this once. You’d typically run 5 – 10 such tests, and you’d have several rounds at different stages of development.
Advantages of Usability Testing Include:
Sometimes other methods are more appropriate: Surveys, interviews, card sorts, eye tracking studies, remote testing, automated online tools… But one-on-one usability testing will always be the usability practitioner’s most powerful tool. There’s simply nothing better than actually watching someone use your website, and being able to ask live follow-up questions.
So Why the Confusion?
It’s really funny how often people mix the two things up… even though they are so dramatically different:
The confusion is puzzling. But it is so widespread, Steve Krug produced a wonderfully funny little video about it. Check it out:
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