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arXiv · 2606.11835

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

Zhiqing Wang·Steven Dow
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Abstract

Collecting participants' lived experiences is central to design research. Focus groups are uniquely valuable because participants not only share individual accounts but also respond to one another, surfacing comparison, disagreement, and collective sensemaking. However, focus groups are resource-intensive and highly sensitive to facilitation: moderators must probe for specificity, balance participation, manage topic flow, and sustain psychological safety, and subtle facilitation choices can shape what becomes salient. Recent HCI work and commercial meeting tools show that generative AI can scaffold live conversation through prompting, turn regulation, thematic mapping, and real-time summarization. Yet UXR teams lack a clear map of what these capabilities mean in focus groups and what methodological risks they introduce. We synthesize AI supports for live conversation and translate them into a focus-group-specific playbook organized by AI role (tool, co-host, host) and modality (text, voice, embodied).We synthesize prior work on AI-supported live conversation and propose a focus-group-specific playbook of AI supports organized by role (tool, co-host, host) and modality (text, voice, embodied). We characterize interactional trade-offs and identify open questions for evaluating AI-supported focus groups as methodological configurations.

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Zhiqing Wang, Steven Dow. 2026-06-10. Designing AI-Supported Focus Groups: A Role x Modality Playbook. https://arxiv.org/abs/2606.11835

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