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Focus group testing determines independent cross category product opinions, where each product is unique and may require individual focus group conditions. Focus group testing can center on different areas and the scope of test may apply to evaluating use of packaging, marketing or playability and quality focus.

Focus group testing for packaging evaluates how attractive the packaging is and the understanding or impact level on the people who examine it. This may be to establish level of impact in context of other similar genre packaging, initial impressions or established opinions from more in depth evaluation.

For marketing focus group testing, a shorter time is devoted to product play through, with more attention devoted to overall game concept, presentation and initial impressions and marketability of the game. The focus group is asked to play through the product on a limited basis and compare pre and post-play opinions.

Playability and quality focus group testing centers more deeply on the playability of a product. This type of focus group testing can be separated into three areas: pre-play, play through and post-play analysis. The group are asked to focus on expectations for the title during pre-play analysis, followed by the play through; where intuitiveness, controls, environment (quality of game engine), storyline and replayability are assessed. The post-play analysis allows for in-depth discussion on likes and dislikes within the group, as well as fulfilment level of expectation.

The specifications for focus group testing are provided by the client by completing e4e’s focus group pre-test checklist. This covers areas of attention, game controls, required focus testers, game details, target audience, documentation, etc.