Research Methodology and Plan
A form of qualitative research method, a form of group interview, it is a method often used in marketing, political and social science research, and a method of user experience research that has been stabilised through long practice. Usually an experienced moderator brings together 6 to 8 users, domain experts, amateurs and some other people who can explore the product from different perspectives to discuss certain issues. The facilitator organises and guides the process and ensures that all the important issues are discussed and that there are no digressions. Focusing means that the focus group concentrates on one or one type of topic, reveals in a structured way the experiences, feelings, attitudes and desires of the target users and tries to present the rationale behind them objectively.
Focus groups are able to get first-hand information from multiple users in direct contact with them over a period of one or two hours. As focus groups are generally conducted, it is possible to obtain a larger sample of users in the same category of exploration or to introduce different categories of users to gain a similarly antagonistic and competitive relationship but with a clearer understanding.
Strengths:
good at discovering users' desires, motivations, attitudes and reasons
Can be executed at the stage of collecting user requirements and conceptual design, or at the stage of validating the design and testing the prototype
Can use tools such as TV sets, whiteboards, questionnaires, drawings, etc. in the process of conducting
Visual comparison can be obtained
Structure:
1. Purpose of the interview: Describe to the interviewee the purpose of the interview.
2. Self-introduction by the moderator
3、Introduction of the interviewee: the interviewee briefly introduces himself
4、Description of interview rules:
Expressing true thoughts
There is no difference between right and wrong
The interview process is based on a certain set of questions
After the questions are asked, the interviewees answer them one by one, and if they disagree with each other and need to add their own ideas, they wait until the other side has finished speaking.
5. Warm up: The facilitator should make the interviewee feel that the focus group will be a free and relaxed process.
General questions - ask respondents about their habits and ways of handling food that may have been wasted, etc.
Structured in-depth questions - organise the questions differently depending on the topic of each study.
Questionnaires and feedback - questions are given to the interviewees in advance on answer sheets, which can be filled in by the interviewees with their own answers before sharing them with the group.
Closing remarks and acknowledgements.
For objective reasons, this survey was completed as an online meeting - in a group chat I set up on WeChat.
12 men and 16 women. In total, there were 28 participants. Most were resident in the UK or China, and all were undergraduate or postgraduate students at various universities or had just started working. 24 were full-time students, seven of whom had part-time jobs; four were working full-time.
cc: Yoghurt taken out of the fridge to defrost but forgotten, yoghurt spoiled.
Hongyu: The packaging does not add up, the salad cannot be squeezed out.
Zhaoxin: Ginger expired in the fridge
Zhaoxin: Meat bones can't be gnawed
Qin: The Bok choy is so badly cooked, the roots are always hard.
Rose（In Japan) : Always accidentally making too much rice and ending up having to throw it away when you can't finish it.
Rose（In Japan) : Because a lot of things are bought instantly from the convenience store, you can't store them again even if you can't finish them.
QI：
Stephen：Not good, too much soy sauce, can't eat it at all.
Vivian：I accidentally made too much and couldn't finish it.
Chengzhi:
Wu:
Tianqi:
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