Tools & Techniques

Group discussions

Group
discussions
What does this technique do? SPECIAL CONSIDERATIONS:
Group discussions help to summarise the ideas and information that a
group of informants may come to hold as a group, rather than the Mental impairment
information held by the individual members. The general idea is that
each participant can act to stimulate ideas in the other people present, Hearing impairment
and that by a process of discussion the collective view becomes greater
than the sum of the individual parts. Sign users

Lip readers

When to use them Blind/visually impaired

Group discussions can be used to serve a variety of purposes, and may be
used to assist in problem identification, in clarifying the issues relevant Mobility impaired
to a particular topic, and in the evaluation of products. Group
discussions form a part of such techniques as Brainstorming and Focus
groups, and these will be discussed in turn. Group discussions are very
common in the “User requirement” stage of product development. See Sources of Further
Information
Brainstorming
Brainstorming is an essentially creative exercise, where groups of
participants are brought together to explore a common issue and to
look for possible solutions. The idea of a brainstorm exercise is that
each participant is allowed to be creative in their ideas, and that other
participants are not allowed to criticise others contributions. The idea
is that such loose ideas may spark some association in the minds of
other participants and that as a result some creative solutions to a

userfit Tools 79
Tools & Techniques
Group discussions

problem may be identified. Brainstorming is commonly used at the

early stages of design in order to explore possible development
opportunities (see the specific section on Brainstorming).

Focus Groups
Focus groups bring together participants to discuss a particular topic,
and differ from brainstorming sessions in that the objective of the
meeting in not necessarily to be creative, but rather to come to some
agreement regarding a particular topic or issue. For example, focus
groups have been used in the assistive technology field to identify the
important features that a product should have, and to evaluate how
successful a particular product is likely to be. A variation on the use of
focus groups is to combines the characteristics of individual
interviews with group based techniques. A researcher might first
interview a number of participants on a particular topic, to then
summarise those personal interviews, and then use the results as a
basis for further interviews or a group discussion with the original
participants. The idea behind this is that the individual interviews
allow each participant to contribute to the ensuing discussion, where
the collective opinions can be explored in more detail.

Who can use them

There are no specific requirements for the participants, apart from them
having some knowledge of the discussion area. For complex issues it can
be useful to have discussion groups which are multidisciplinary, so that
different perspectives and viewpoints can be aired, whilst for other
purposes relatively homogenous groups might be preferred. Whatever
their composition group discussions need to be carefully led, and need a
facilitator or leader who ensures that the group continue discussing the
topic of interest and that all participants contribute. The quality of the
discussions depend on how the group is led and it is important for the
leader to have participated in similar groups. However this should not
prevent an organisation from arranging its first group discussion.

What resources are needed

Group discussions are commonly arranged to last for two or three hours,
extending up to a couple of days for complex issues. Shorter meetings
can often be more effective than longer ones as many people have
difficulty in finding the time or maintaining concentration for more
than two or three hours. This is true for the fully able participant, and
for certain disability groups even shorter sessions will be required, and a
number of short discussions rather than a single large one might need to
be considered. The preparation for a group discussion can also take time,

userfit Tools 80
 Tools & Techniques
Group discussions

particularly if a number of people have to be consulted regarding their

availability to take part. A discussion group commonly needs a couple of
person days for preparation, and similar resources are needed for
summarising the results of the discussion and producing a report.
Expenses covering the room and refreshments may also be needed and
in some cases accommodation and the travel expenses of participants.

Discussion groups can be run with large numbers, but to be effective it is

better to have small groups. Experience shows that between six and eight
participants is easy for a single facilitator to manage, and that such size
groups allow all participants to contribute. If larger groups are desired it
can be a good idea to break these down into sub groups of between six
and eight members and for each sub group to have its own facilitator.

Who are the informants

Depending on the specific area to be understood, there several kinds of
informants that may be considered. In some cases one would choose to
have a homogeneous group, in others one would try to include
participants from a variety of backgrounds and experiences. One should
decide which of the following categories should participate.

Users, actual or potential

Very often it is the users that are the most relevant participants in
discussion groups, as they are the experts in dealing with the disability
they have, and have the direct experience of using the products designed
to support them. However, if a new product is being developed it can be
very difficult for potential users to express their needs, or to visualise
how a new product idea might help them. This is less of a problem when Actual or potential users
non innovative developments are being considered, and if an existing usually have valuable points
product is being improved, users’ opinions are very valuable. of view on new products.

If you want to include users in a discussion group, it is important to

remember that in a discussion group it is difficult to get a “representative
sample”. You should therefore decide whether you want to include some
“typical users”, or people who represent the extremes of a user group
population. For example a discussion group might be constructed to
include those users who have discarded existing technical aids, whilst
another might consist of expert users of a product. Decisions regarding
membership of groups depends on the objectives of the investigation,
and also unfortunately to some extent on the availability of relevant
participants and their willingness to take part in the study.

In any case, it is difficult to be confident that a groups opinions are

representative of the wider population, and therefore other methods are

userfit Tools 81
 Tools & Techniques
Group discussions

often used to supplement information gained in this way e.g. interviews

and questionnaires.

Users "helpers" are often Users may also be difficult to identify, and for some disability groups
secondary users of the difficult to obtain in any numbers. Good sources of potential
product. participants can often be identified by user organisations or by
contacting schools or institutions in your area.

Users “helpers”
These may be someone close to a user, such as a parent or a nurse. The
helper may be the users “voice” in the group, or may be a secondary user
of the product themselves. One should be aware that a helper may not
always be sure when they are expressing their own or the user’s needs.

Users representative
If your product (or service) is affected by legal or ethical issues it may be
particularly relevant to contact a user organisation in order to have one
of their representatives in the group. Matters that may seem straight
forward to a developer, may be seen quite differently from a user
organisations perspective.

Developers and designers

These groups may have very valuable experiences in a given field and
can assist a group in understanding the technical feasibility of many
ideas discussed in a group setting. They may also be included in
discussion groups because they are the users of the information provided
by the discussion and are likely to benefit from the experience of talking
directly to end users. However care is needed not to allow the developers
to assume the role of “expert” where their opinions are perceived as
being more relevant or important than other participants.

Domain experts
Experts on the user group, the services involved or the technology
involved, may have valuable information regarding the design of the
product. They are usually found in universities, research organisations,
institutions and competence centres for disabled people. Again care
should be taken when putting domain experts in groups with those with
less formal qualifications, as there is likely to be a tendency for such
experts to dominate discussions. This can be a particular problem when
male experts join discussion groups with female participants who are
perceived to be of a lower status. Under these circumstances it can be
better to run separate discussion groups and then summarise the findings
from both groups rather than attempting to run one large group.

userfit Tools 82
 Tools & Techniques
Group discussions

Special considerations
General
Organising a group discussion may call for a considerable amount of
preparation, such as getting all the participants gathered at the same
time. One may have to be prepared to pay them for participation or at
least to cover their expenses. One should start to make appointments
early , but one should also be aware that some participants such as
domain experts and other professionals may have particular difficulties
in making appointments at short notice, and conversely for others e.g.
end users it may be difficult to make appointments a long time in
advance. Making appointments for a long time in advance can be
particularly problematic when dealing with certain types of disability
where the persons condition may deteriorate rapidly, or where they may
have reoccurring periods of illness.

Considerable attention should be paid to the participants eventual special Opinions held by people
needs, some of which are discussed below. Also be aware that some users with severe communication
may have medical needs that should be attended to during the meeting. problems may better be
Some may have special needs regarding their diet, whilst others may have recorded by other methods,
limitations in the length of sessions they can take part in. for example a personal
interview.
The ability to participate in a group discussion is dependent on the
person’s communication skills. If you are designing for people with
severe communication problems, you should probably look for other
information gathering methods, for example personal interviews or
direct observation.

userfit Tools 83
Tools & Techniques
Group discussions
Mental impairment
First of all consider how well the participants know each other. Mentally
impaired users may feel embarrassed in a discussion with strangers. One
could try to limit the number in the groupdown to as few as four
participants. It is important that the themes discussed are specific and
that examples are shown either as pictures or as prototypes or models.

One would in some cases involve both the user and a helper. It is
important that the discussion leader ensures that it is the mentally
impaired person’s opinion which is expressed, rather than that of the
helper. The mental impairment may be only one characteristic of a
multi–handicapped person. In that case other considerations should be
taken into account as well. In some cases one would prefer to use other
methods, for example a personal interview.

Hearing impairment
Other participants who are not accustomed to interacting with people
with hearing impairment should be reminded to speak with normal
loudness. It is important to have good lighting in the room and that all
participants faces, and especially the mouth, are easily seen by the whole
group. Group members should be explicitly instructed on the
importance of giving hearing impaired the opportunity to lip read. The
meeting should be held in a quiet environment, and visual aids such as
overheads used when appropriate. It is often a good idea to prepare some
written material in advance for the participants so that they do not have
to rely on having to listen or read a screen.

There are several options for technical aids to amplify sound in a group
discussion and some kind of sound amplification (either portable
inductive loop systems or FM systems) can be effective. User
organisations may be able to give advice on how to obtain such aids.

Sign users
If one wants sign users to participate together with hearing persons, one
may need an interpreter. The discussion leader should then consider
how to instruct the rest of the group in order to give time for the
interpretation. In a mixed group one should try to avoid “parallel”
discussions where sign users and non–sign users don’t interact.

Lip readers
In a mixed group the discussion leader should instruct the participants
to speak clearly, one at the time, and facing the audience. Lip readers
need sufficient opportunities to have statements repeated. If lip readers
are present other participants should again try not to speak abnormally

userfit Tools 84
 Tools & Techniques
Group discussions

i.e. with exaggerated facial movements. Remember that lip readers may
have particular problems when other participants wear a beard or have
their face obscured in some other way.
Try to avoid groups of
participants with different
Blind and visually impaired communication skills
It is very important to realise that the participants need to get familiar engage in different
with the location where the discussion is held. One should be prepared independent parallel
to spend some time showing the participants the layout of the room, discussions.
how to get to the toilet etc. The participants should also be asked if they
want guiding or some other kind of help. Remember that the participant
will want to hold your arm rather than you holding his.

It is also important to ensure that the lighting conditions are adequate

for the participants vision. Ask in advance what requirements the
participants have. Some people need high intensities, whilst others
prefer a dim light.

As with the hearing impaired it is important to conduct such meetings

in a quiet environment, and to limit the amount of external noise.

Group members with normal sight will often use visual cues to indicate
their wish to speak and may not realise that this is of no use to blind and
many visually impaired people. It is important that only one person is
allowed to speak at any time, and that the discussion leader manages
this. It may also be appropriate to have a simple rule to indicate when a
person wishes to speak i.e. raising their hand for attention.

If you provide the group with documentation, keep in mind that the
participants with low vision usually would need enlarged font and good
contrast between text and paper. For the visually impaired 16 point font
should be considered a minimum, and even larger text is desirable.

Although it is obvious that persons with visual impairment will gain

little benefit from the use of visual aids, like overheads and white boards,
other participants in the group may want to use such aids. The
discussion leader should take this up in the group and find a solution
that is satisfactory for all participants.

Mobility impaired
Arrangement for transport to and from the meeting should be Many participants will have
considered to be the organiser’s responsibility. The accessibility of the specific requirements for the
location must be considered in detail before the discussion is arranged. accessibility of the premises
Remember that it is not only the room itself that has to be accessible, where the discussion is held
but also the immediate environment e.g. the toilets, the lunch room and
the table that the participants sit around.

userfit Tools 85
Tools & Techniques
Group discussions

Procedure
The procedural requirements for doing a group discussion are few, and to
some extent self evident. However the specific technique used may
require several specific steps to be taken during the exercise.

Preparations
The first thing to do for the organisers is to agree upon the participants
and make a checklist of things to do before the meeting, including all
practical arrangements. Although it might seem trivial, the success of the
discussion group is partly dependent on the participants’ feeling of
well–being and confidence in the activity, and practical details are an
important aspect of this. Participants also need confidence in the
discussion group leader. Therefore the first contact and the arrangements
with the participants are preferably done by the discussion leader.

In advance of the meeting the organisers and the discussion leader

should have chosen the relevant methods and techniques and provided
the relevant material for the exercise. Based on these decisions, a
timetable for the session should be prepared covering the themes and
activities during the discussion. This is of course dependent on the
purpose of the meeting, and the particular techniques used.

Role of discussion leader

In general the discussion leader should be active in formulating the
themes for the discussion, and sum up the results of the discussion at the
end. It is important to distinguish between what is the consensus of the
group, and what is the opinion of the different participants.

userfit Tools 86
 Tools & Techniques
Group discussions

Here are some general “rules–of–thumb” that the discussion leader may
use as a guide:

• create a good atmosphere

• suggest some rules for the discussion and enforce these rules

• support the participants in the formulation of the problem, and guide The discussion leader
participants when necessary should help to create a
good atmosphere, to
• prevent destructive behaviour on the part of specific participants support and protect the
individual participants.
• protect individuals, ideas and ideologies

• do not suggest solutions to the problem

• avoid evaluating proposed solutions themselves

• ensure that all participants get an opportunity to contribute and that

the proceedings are not dominated by any one person or group

Results
The result of a group discussion is usually a list of statements which the
group agrees upon. However, it should also be remembered that issues
where the group disagrees are also important to report. In addition to a
simple list of statements, the discussion should be reported as accurately
as possible for detailed analysis after the event.

It is also fairly common to include a short questionnaire after the group

discussion has taken place. This can include background information on
the participants, but also asking them to summarise the opinions on the
issues raised during the discussion. This can be particularly useful in
ensuring that all participants believe that their views have been listened
to, and can be a useful supplement to the issues raised in the discussion.
See the tool section on questionnaires for more information on how to
use this survey technique.

Sources of Further Information

Group discussions often involve bringing a variety of experts together to
focus on a particular issue or problem. The idea is that groups of
‘experts’, e.g. consumers, care providers, experts in gerontology, can be
brought together to help refine the requirements for products or to
evaluate them. Rebelo et al (1994) describes the use of multidisciplinary
focus groups, e.g., ergonomists, rehabilitation engineers and doctors, in

userfit Tools 87
Tools & Techniques
Group discussions

developing new wheelchairs, and Fernie et al (1994) also reports the use
of the technique for designing bathrooms for elderly people. Barlow et al
(1994) also describes the use of focus groups in the development of
pictograms for use with pharmaceutical products. These were evaluated
using individual questionnaires administered to groups of respondents.

Such ‘focus’ groups can also be used in order to obtain rapid feedback as
to the anticipated problems with products. Verburg et al (1993) reports a
Canadian project in which consumers with disabilities, researchers, and
industry are collaborating in the evaluation of home appliances and
rehabilitation devices. These groups review common appliances and
produce reports of features important to disabled people, and then share
this information with developers. Batavia and Hammer (1990) also
describe the use of a focus group approach to identify and prioritise
factors used by long term users of assistive technology in assessing their
devices.

Isaacs (1988) provides a description of the work carried out at the Centre of
Applied Gerontology at Birmingham University, which uses panels of
elderly people to review products, and highlights the features that are
needed in new products. The centre has obtained information on what
features elderly people object to with many consumer items, and provides a
consultancy service to industry on how to improve their products.

Wood (1993) provides a description of the approach used at the Special

Needs Research Unit at the University of Northumbria for evaluating
consumer products for elderly people, which also involves the use of
user panels. They develop convenience checklists of the products that
are to be evaluated, which covers all the elements of the product, e.g.
documentation, ease of opening door of product, etc. These lists are
evolved from a task analysis and also from a consideration of evaluation
criteria which includes ease of use, comfort of user, ease of
understanding instructions, effort involved, safety in use, ease of
cleaning, etc.

BARLOW MAGURNO, A., KOHAKE, J. R., WOGALTER, M. S.,

SNOW WOLF, J. 1994, Iterative test and development of pharmaceutical
pictorials. Ergonomics and design. IEA ‘94. Proceedings of the 12th triennial
congress of the International Ergonomics Association. Vol 4, 15 - 19 Aug 1994,
Toronto, Canada. pp360 - 362

BATAVIA, A. I. & HAMMER, G. S. 1990, Toward the development of

consumer-based criteria for the evaluation of assistive devices. Journal of
Rehabilitation Research and Development 27(4) 1990 pp425 - 436

userfit Tools 88
 Tools & Techniques
Group discussions

FERNIE, G., DOYLE B., HOLLIDAY, P. & TOPPER, A. 1994,

Bathrooms for the elderly. Rehabilitation ergonomics. IEA ‘94. Proceedings of
the 12th triennial congress of the International Ergonomics Association, Vol 3,
15 - 19 Aug 1994, Toronto. pp185-186

ISAACS, B. 1988, Profiting from the 1000 elders. Science and Business
Sep/Oct 1988. pp48-50.

REBELO, F., SILVA, C. & DUARTE, J. O. 1994, Ergonomics and specific

needs: design of a wheelchair by the value analyses methodology. Ergonomics
and design. IEA ‘94. Proceedings of the 12th triennial congress of the
International Ergonomics Association, Vol 4, 15 - 19 Aug 1994, Toronto,
Canada. pp471

VERBURG, G., McPHERSON, S., BLANCHER, L. & BLANCHER, J,

1993, Consumer, researcher, industry collaboration, an approach to device and
appliance evaluation. ECART 2. Proceedings of the European conference on the
advancement of rehabilitation technology, 26 - 28 May 1993, The Sweedish
Handicap Institute, Stockholm, Sweden Section 30.2 3pp

WOOD, J. 1993, Simplifying the interface for everyone. Applied Ergonomics

24(1) Feb 1993, pp28 - 29

userfit Tools 89
Tools & Techniques
Group discussions

userfit Tools 90