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Explore a wants and needs analysis through a special focus group where participants brainstorm desired product features and services, tackling challenges like predicting user preferences and behavior. Learn how to moderate an effective brainstorming session and streamline the process.
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Wants and Needs Analysis(a type of focus group meeting) Alfred Kobsa University of California, Irvine
Brainstorming session A wants and needs analysis is a special kind of focus group in which participants brainstorm about product features and services they would like to see. • Storming questions: • What activities would you like to perform with this product? • What information would you like to get from this site? • How would you like to accomplish a particular task? • Problems: • People don’t always know what they really would like/need • People often cannot predict how much they would like/use a specific feature. • What people say they do or will do is often different from what they actually do or will do.
Rules for Moderator • Have personality • Ask questions • Stay focused • Avoid behaving like a participant • Keep the activity moving • Keep the participants motivated/encouraged • No critiquing • Everyone should participate • No one should dominate
Rules for Brainstorming Process • During the session • Warm-up exercises • Tell participants to imagine an ideal world / ideal product (“nothing is impossible”) • Tell participants that no comment is “wrong” • Disallow designing • Comments get written down (preferably by a trained scribe) • Comments are posted to be seen by all • (Probe answers to find the “real” need/opinion) • During or after the session (and after several different sessions) • Duplicates become eliminated • Answers become grouped / hierarchically structured / ranked • Statistics are made across different sessions
