Wyrwane z kontekstu – Why focus groups don’t work

The worst way to design a website is to have five smart people in a room drinking lattes. The longer you leave them in the room the worse the design becomes. The next worst way is to have 15 customers in a room drinking lattes. What people say they do and what they actually do are rarely the same thing.

“We hardly ever use focus groups because they just don’t work very well at uncovering user needs,” stated Christine Perfetti when she worked for At User Interface Engineering. “The biggest problem: what users say in a focus group rarely matches what they do in a real-life setting. Users’ opinions about a site or product are very rarely consistent with how they behave when they actually interact with it.”

Źródło: Why focus groups don’t work, Gerry McGovern