The "vividness effect" can impact both the focus group participants and the observers. Based on the positive feedback they received during the focus group, you can imagine Sony’s surprise when all of the participants chose the black Walkman. To thank the participants for their time, Sony offered them their choice of a black Walkman or a yellow Walkman at the end of the session. All of the participants in their focus group said they loved the yellow Walkman and that they wish they owned one. Sony conducted a focus group for a new yellow, sporty version of the Walkman. Take the cautionary tale of the yellow Walkman, for example. When observing people in a controlled environment, it's likely their behavior will be a bit different than what they would typically do without being observed. There's a gap between what focus group participants say and what they do. ![]() The sample group may not be a good representation of your actual customers, whereas a random sampling of your engaged mobile customers has a much higher chance of being less biased. They're also a great way to learn about what's going well and what can be improved with your online experience.īut there are a few common issues with focus groups that are tough to avoid, especially when you work in software: Small, localized groups typically aren't generalized.Ī rule of thumb in inferential statistics: To confidently apply the findings from your focus group, your sample group needs to reflect the makeup of your larger customer base. ![]() They often provide insight into usability, overall experience, and more. They can give you a sense of how your brand resonates in the market as a whole. ![]() Yes, focus groups are a great way to learn about how a potential demographic will respond to a yet-to-be released product. I’m going to show you how you can leverage your mobile app audience for rapid feedback loops and why traditional focus groups are dead. What if you didn’t have to wait months to find out how a new feature is resonating with your audience? What if you could hear from 25 percent of your audience on a regular basis - not just the vocal minority?
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