Bringing Real World Context into the Focus Group Setting
Chapter 8 of Focus Groups: Supporting Effective Product Development (Taylor & Francis, London 2003) edited by Jon Langford and Deana McDonagh
About the Author
With human-centered design as his focal point, Aaron Sklar explores the relationship between people and the world, and the objects we interact with, from bicycles to breakfast cereal to a rocket destined for the moon.
Peter Coughlan is a partner at IDEO and co-leads IDEO’s Transformation practice, a group that guides organizations as they establish their own innovation processes and methods internally.