Designing AI-Supported Focus Groups: A Role x Modality Playbook

The article presents a playbook for integrating generative AI into focus group methodologies, detailing how AI can assist in live conversations through prompting, turn regulation, thematic mapping, and real-time summarization. It categorizes AI's role as tool, co-host, or host, and addresses various modalities including text, voice, and embodied interactions. This framework is significant for user experience research (UXR) teams as it clarifies the methodological implications and risks of employing AI in focus group settings, enhancing the efficiency and effectiveness of participant interactions.