Focus Group Template

Focus Group Template

Documentation Type
Last updated
Mar 13, 2023 6:01 AM
Research Type
A focus group is a group of users assembled to participate in a discussion about a product before it is launched, or to provide feedback on new features /product components during development.

🚶‍♀️Focus Group

A focus group is a small group of people who represent your target audience with whom you share ideas and ask questions about your product. Ideally, there is a mix of current customers and potential customers in a focus group. The goal of a focus group is to gain a better understanding of how the subject of the focus group would be seen by a wider audience and what changes should be made before a rollout.

A focus group can help collect user needs and create a better understanding of the meaning behind the needs, but also the meaning behind quantitative data when combined with a focus group.

📔 Project Overview

[explain briefly the goal/objective of this project on a high level]

Hypotheses, goals & research questions

Research questions
[enter the hypotheses that correspond to this method]
[enter the goals that correspond to this method]
[enter the research questions that correspond to this method]

🛠️ The setup


  • Google meets (for the session)
  • Dovetail (transcribing & analysing the interview)
  • Miro/Figjam to work together online and to save what is being said.


Who is responsible for what during the focus group?

Facilitator 1
the primary facilitator moderates the session. - explain the steps (drives introductions, explains ground rules etc.) - directs the discussion by bringing up the topics and/or questions - asks follow-up questions
Facilitator 2
The secondary facilitator backs up the primary facilitator by - making notes (in tool used) - keep track of time - ensure the recording is started - ask follow-up questions


Which user types/roles will you be inviting? If you have persona’s then these would be useful here to help you define what type of persona’s you’d like to have participate in your session.

User role
Company / Business type
What role is the user?
What company/business type are you looking to invite?
What country are they from?

Inviting participants

  • Plan the session properly with ample time. Depending on the topic of the focus group this could range from 1-2 hours.
  • Make sure that when you send the invitation out the invite clearly states what is going to happen. such as: the timeframe, the topic in question, the language spoken during the session, the fact that the session is being recorded and how to sign up.
    • if you are working with a signup method rather than a just-show-up method, set a limit to the amount of people per session (4-5 max is advised). Make sure its clear to the participant that they have to sign up via a link and that full means full.

🧠 The Plan

Step 1. Welcome [5min]

First, welcome your participants to the session. The facilitators now introduce themselves. This step is important as it builds trust and rapport with the participants. Focus on your role within the company and what you’ll be doing during the session (leading, taking notes etc.) Also, make it known that the session is being recorded but solely for research purposes. The video recording and its contents of it will stay within the research team.

Step 2. Participants’ introduction [10-15min]

Now it's time for the participants to introduce themselves. Ask them for a brief introduction, such as their name, role, and where they’re from. This helps everyone to learn the names of people there but also builds rapport among the group.

Step 3: Establish the ground rules [5min]

Very briefly go over the ground rules of the session. Take this moment to clarify any concerns such as:

  • make sure everyone has a chance to speak their mind and finish their thoughts
  • if a topic is controversial or making people uncomfortable, please speak up so we can move on.
  • etc.

Step 4: Asking questions [30-60min)

Once the introductions are done, and ground rules are established, it’s time to ask your questions and dive into the topic of the focus group. This is also where your miro or figjam board comes in. By filling in the table below you can structure your focus group based on topics and related questions. Your topics are chosen based on your hypotheses and your related questions can be derived from your research questions. The table should provide a guideline to help you during the session.

Related questions

Also make sure that these topics / questions can be found in the miro/figjam board for easy navigation during the session and for participants to easily follow along.

If you feel like certain people are dominating the session, use their names to direct questions. This way you can direct equal input from all participants.

Step 5: Wrapping up the session [5min]

once you feel like the mood is dying down, or when youre nearing the end of your topics/questions it is time to wrap up. Wrap up any lingering thoughts or questions you may have and thank everyone for their time and input during the session.

📑 Documentation


Notes are collected in Figjam or Miro: [post your link here]


[add the link to the recording here]

🎖️ Results

Post the results from your session here. Commonalities, quotes etc would be useful to point out here.

The table you've used before for the setup can now come in handy to post your results

Related questions
Quotes (or other form of result)

📊 Analysis

[in this section demonstrate the meaning behind your results. Your results have already been showed above. So This section is about understanding the meaning and drawing conclusions from those results.

💡 Recommendations

[what recommendations do you make based on the analysis of the findings?]

Recommendations for design

Design need

Recommendations for development

Development need

Recommendations for research

Research need

ℹ️ Resources