Focus groups are often used for idea generation, brainstorming and comparing alternative designs. This social interaction can at times elicit more information than if you interviewed each person individually. However, managing the group can be difficult and peer pressure can affect the answers given. For instance, people may go along with the same decision because it is easier or because they anchor on the same information source. There are 3 things you can do to ensure meaningful insights are gathered in focus groups.
First, when recruiting participants, select individuals from different teams or demographics to ensure diversity.
Second, when preparing for the workshop, create a seating plan that ensures participants are not sitting with people from the same teams or similar backgrounds.
Third, when discussing solutions, always probe for alternative ideas.