The potential of focus group methodology - should this be taught in design at undergraduate level?

This paper discusses the potential of focus group activity as a means of informing the designer during product development and its relevance in. undergraduate design training. A case study was used to explore the method and analyse the usefulness and practicalities at undergraduate level. Parallels are drawn with methodologies such as questionnaires, interviews, observational analysis and case studies. Focus groups have attracted a certain stigma when used in political contexts; this may influence the undergraduate designer negatively. The paper gives a background, describes the case study, analyses the value to the designer and discusses its potential in an undergraduate teaching context.