The Refocus Group
JENN SCHIFFMAN & DEFNE CIVELEKOGLU
Designers, clients and participants have developed routinized ways of behaving in focus group settings, and as innovators, we strive to shift these paradigms. At gravitytank, we often approach concept testing as “concept shaping” - a way to collaboratively work with clients and research participants to build and shape ideas. This type of approach drives engagement that is more active, enables richer, more authentic conversations, and inspires more products that are relevant. It also requires us to design not just concepts, but also the entire experience, from the environment to the interactions. Schiffman and Civelekoglu will present several principles that help guide success when designing these experiences, for participants and clients alike.