Focus groups have their place in market research and can be extremely valuable, but we have found that we gain a far deeper understanding of customers when we interview them individually. This is mainly because of the types of questions we need to answer. We are not asking which design they like more or what their opinion is on a certain subject. We need to discover the nuances of a customer’s decision-making process and dive deep into potentially sensitive topics that take time to uncover.

We also need a customer’s story to be unaffected by other people’s opinions or even silenced by someone with a louder personality. For these reasons, we specialise in one-on-one, in-depth UX research sessions.