Design Focus Group as a Controlled-Experiment Setting

Abstract

This paper argues the flexibility of focus group in Design research as a controlled-experiment setting to study Designerly Intuition at concept-stage decision making. This paper outlines the focus group design in terms of the types and structure considerations and the moderator factor. Finally, the focus-group result gathers dual-mode input from novice Industrial Designers (1) 'as a group' and the intuitive attributes as (2) ‘individual participants’. Therefore, the focus group design for the data collection setting is established through the research layout and space design that accommodates both modes of inquiry. Keywords: Focus Group Study, Design Intuition, Design Research, Controlled Experiment eISSN: 2398-4287© 2020. The Authors. Published for AMER ABRA cE-Bsby e-International Publishing House, Ltd., UK. This is an open access article under the CC BYNC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. DOI: https://doi.org/10.21834/ebpj.v5iSI3.2536