Abstract
Focus groups have traditionally been used in market and design research to obtain group reactions to product concepts. In this article we outline a simple methodological extension to this format, involving a further stage of concept re-design in smaller subgroups facilitated by a professional designer. The method was developed in the context of working with groups of older people on concepts addressing memory, identity and social communication. It is illustrated with reference to the re-design of two seeded concepts and feedback from participants themselves on the experience of taking part. © 2014 Taylor & Francis.