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|Title: ||The use and evaluation of focus group technique: the undergraduate industrial designer experience|
|Authors: ||McDonagh-Philp, Deana|
Denton, Howard G.
|Issue Date: ||2000|
|Publisher: ||© National Association of Design Education|
|Citation: ||MCDONAGH-PHILP, DENTON and BRUSEBERG, 2000. The use and evaluation of focus group technique: the undergraduate industrial designer experience. Journal of the National Association for Design Education, 8, pp. 17-26|
|Abstract: ||Focus group techniques have a history in market research and social sciences. Though
focus groups have conventionally supported new product development, they are typically
organised and run by market researchers who then feed only the essence of the results to
the designer. The authors are suggesting that in fact a designer could undertake the role
of a moderator or co-moderator at certain stages in the designing process.
This paper presents a case study during which the designers themselves (undergraduate
Industrial Design students1) have prepared, conducted and analysed a series of focus
groups. The study concentrated on the development of an ironing system (i.e. iron,
ironing board and steam generator). It provides a context for evaluation and critical
analysis of the technique. The paper discusses the technique – its benefits and limitations
– as expressed by the undergraduate designers.
The authors feel that this technique could be successfully introduced at undergraduate
level. Even before this, at A level and GCSE there could be benefits in employing the
technique to help pupils and students understand the benefits of gaining insights into the
emotive side of product selection. Findings indicate that considerable training was
necessary before undergraduates could successfully employ this technique. However, the
potential in supporting new product development was demonstrated to be substantial.|
|Description: ||This article was published in the professional journal, Journal of the National Association for Design Education [© NADE].|
|Appears in Collections:||Published Articles (Design School)|
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