Insights, tools and research to advance journalism

Why one-on-one interviews are better than focus groups


“A focus group is an artificial construct that is so much about the group dynamic,” writes Erika Hall. “Unless you are designing something for use in a focus group, focus groups are absolutely meaningless as an ethnographic research tool.” Instead, she suggests that user research be ethnographic — that is something that tells you how people actually behave in a particular context and why. “If you are working on a new product or service, or redesigning an existing one, you need to know how what you offer fits into people’s lives,” adds Hall.

+ A new book about Google encourages managers to think big, fail fast, rely on data, but these principles may not apply to the average company(Economist)

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