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Design Strategy
Do Focus Groups Still Hold Value?

In business development today, design thinking has taken the world by storm. Being a critical process for innovation, this kind of thinking sets one apart from competition as it always builds solutions around user needs. Initial processes are heavily embedded in R&D and there are multiple tools to collect data. Some of these tools have been tried, tested and incorporated into the evolutionary process and some have been spat out like dinner that has gone off.

Today we explore focus groups. Traditionally, focus groups were used by marketers in the early stages of concept development to test and determine overall strategy and direction before a product was pushed out to the public. Marketers would invite different segments of the market in to collect qualitative data from participants who had potential interests in a Brand’s offering.

As internal business processes evolved into innovation driven offerings, we began to see focus groups used in the frameworks of Design Thinking also. But how much accurate qualitative information can we really collect from these groups?

If you are going to use focus groups as part of your process there are a few things to remember:

1. Focus groups should be used to help refine a concept. They will not help you find an innovative idea.
2. Focus groups are not always accurate as there is a dramatic influence from other participants of permeated thinking which puts the quality of the research into question.
3. Focus groups should ONLY be used for high level feedback.
4. Focus groups are used early on in the design process to validate initial assumptions. These could include ideas on potential product solutions and market segments.


So How Do We Conduct Focus Groups?

Always Begin With Really Drawing Out The Business Goals
What is the problem you are trying to solve? Who are you trying to help? What are the products you would like to offer? How do you think you might alleviate a human pain point? Once you have a clear list of business goals you will need to really identify why you are doing this research, and extract specific research questions that can help you validate these goals. For example, a business goal might be that you would like to create more of a connect with the millennial market to help reduce depression. This is a really nice goal and idea but who are these millennials? What are the smaller market segments you are talking to that have faced the problem of feeling unconnected and depressed? You might find in a small sample size that healthy fitness crazy millennials don’t really feel disconnected or depressed. And that will drive your research deeper.



Maintain Control Of The Group
Being a focus group moderator can be quite a daunting task for a newbie. Fear not. No-one takes offense to you gently pulling back the conversation to your research goals. I suggest that you also have a level two moderator – someone who is there for support incase discussions get intense or out of control. This can often happen when you are trying to solve a problem of a sensitive nature in different market segments. Perhaps one person wants a prayer room, and the other thinks it’s just a waste of space.



Framed Questions Make A World Of Difference
Without realising it humans being always want to close out a problem without really understanding it. This can be true of focus groups also. Instead of trying to find a definitive answer, look for ways to build question upon question to uncover the multiple layers of a problem. One person in your focus group might say that access to healthy food is easy, when in fact they do not even eat healthy food. It will be your job to probe further. And perhaps you then uncover that it is just too expensive for that market segment to buy health food on a continual basis.



Encourage Healthy Conversation
Do a round of introductions. They world is full of different people. Look and listen for the ones that seem confident enough to share their story initially, and use it as a base point to spark more conversation. This will set the tone. Then move your attention to the more introverted participants and probe. It could just begin with an open-ended question like ‘what’s your take on that?’ or ‘how might this have affected you?’



Bring In Variety
Try to pull in different market segments that are all interested in the topic at hand. For example, you are trying to create a business that helps the elderly find peace in the aging process. You will have to recruit people with disabilities, people who are lonely and whose kids live far away, people who have lost a spouse….you get the idea.



Allow Your Stakeholders To Be Part Of The Process
In focus groups information can be lost. Open up the conversation to your stakeholders by either asking them to observe the session in house, or use collaborative tools for video conferencing. They might pick up on something you don’t!



Focus groups as a form of R&D still have a place in the design process if you know how and when to use them. They can provide you with overarching feedback to refine a core concept to help you make strategic decisions in a cost effective, quick manner. They aren’t , however, a substitute for much deeper qualitative research where you can observe or interview users in their natural habitat for innovative idea generation.





Madhuri Rao
Founder & Chief
Design Strategy


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Space Design

Zen aesthetic, which is predominant in Japan, draws its form from the idea of unity between the mind, body and spirit.

In an article we shared last week, we touched upon the Zen tenets of Kanso, Shibui, Shizen, Fukensei, Yugen, Datsuzoku and Seijaku to help you find peace within yourself.

At Zeitgeist we admire the Japanese design culture for the way it infuses spirituality into homes. More so now with the rat-race that we all get consumed in, we forget to pause or reflect. Nourishing your soul is important and is a dying practice for most of us. These principles of Japanese decor have been developed with the intention of helping you to reconnect with your spiritual side. We believe, now more than ever, in the importance of creating a space that nudges you in the direction of re-centering yourself.

It’s often easier to say rather than do, so this week we’d like to show you our interpretation of those seven ideas, via a space we’ve designed to promote peace, rest and rejuvenation.




We’ve used Zen principles to enhance the function of this room in the following ways:

By imagining this space as an extension of the interiors of our mind – a mind that wants to be peaceful and focused – we’ve practiced Kanso and eliminated all forms of clutter. Can you see how the elimination of clutter makes this space less distracting and more conducive to being focused?

The minimalist Japanese low bed and the unadorned window tie in with Shibui, allowing both the features to deliver their respective function in an unobtrusive, unadorned manner.

The simple window also allows natural sunlight to stream in, in all its glory, enhancing the energy of the room – a perfect example of Shizen, which is about balancing natural and intentional elements.

We’ve incorporated the idea of embracing irregularities or practicing Fukinsei, by fostering asymmetrical balance. Though the height of the bed is asymmetrical with respect to the heights of the bedroom and window, it serves the function of enhancing the feeling of relaxation and serenity. A bed that was higher might have hampered the overall effect. Though we’ve placed most of the furniture on one side of the room, the asymmetry enhances the Zen feeling and doesn’t appear unbalanced.

We’ve demonstrated Yugen by leaving a large section on the left of the room empty. In doing so its use has been left open to interpretation. Perhaps it could be used for Yoga or a hobby such as painting. The single dried branch also lends an air of ambiguity – it’s pretty, but where did it come from? Did the user of the room find it while walking one day and find beauty in it? What does it signify?

By introducing a mirror into this small space, we’ve allowed for the unexpected ‘wow’ factor – making the space look much larger than it actually is. This is what Datsuzoku is all about.

We’ve incorporated Seijaku in the form of finishing touches, such as the statue of Buddha and Japanese art above the bed, which enhance the feeling of stillness and contemplation.

Inspired to create your own little haven? Do contact us for a consultation on creating a minimalistic and functionally driven space that brings you your much needed R & R.






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Brand Strategy

Have you ever wondered why some brands appeal to you right from their logo through to all their viewable content across channels?

It’s because you understand the language. And just like alphabets make words that are the building blocks of English , a moodboard creates anchors to visual language that make a brand.

And as we all know, a brand is NOT just a logo.


The Beginnings Of A Strong Brand

So you have an idea – an outstanding business plan that makes sense to execute in today’s market. And you feel the excitement of sharing this with EVERYBODY. And then you stop short. How are you going to communicate this perfect little brain child of yours?

Always begin with a moodboard.

Allow yourself to explore images, patterns, colors, typography, illustrations and textures that inspire you to develop your business. If you believe your business has a fresh and innovative offering, look for elements that will continue to inspire that feeling. This becomes your base point for development. Zeitgeist uses Pinterest as a tool to gather these ingredients – something that would be hugely beneficial to a rookie too.


Identifying The Communication Process

Depending on how creative the Client is, we choose to either create a tangible mood board for interaction, or a digital mood board to confirm direction. Based on your resources and preferences you can do the same. I personally prefer a board that I can touch, to drive the senses even deeper.

Then, begin to arrange your elements to make sense visually. Perhaps you decided to club categories together, perhaps you prefer to jumble things into what works for you mentally. The idea is to get you to start feeling like your business is being rooted into something visually communicative for your target market. If you feel the board is getting too heavy, it’s okay to remove a few elements, or if you feel right about it, split them into two, to analyse two potential directions. There is no wrong or right. This is just conceptual.

Now you have your anchor. As you develop your brand remember to keep looking back at your moodboard to draw continually from those elements that inspired you to begin with. If you stay rooted to the same colors, typography and imagery, you will begin to see your Brand speaking its own language to your potential market.


From Design Brief To Mood Board

Today Zeitegist shares two digital mood boards with distinct directions, based around the design brief for SmartFarm, that nudged the Client into choosing a clear road map going forward.

Hope this helps! Happy Designing 🙂


The Design Brief

SmartFarm represents a marriage between agriculture and technology.

The brand language should be ‘Young’, ‘Fun’, ‘Relevant’ and ‘Flexible’.

The brand identity needs to appeal to both, B2B and B2C market segments.





INSPIRATION 1
The mood board that follows brings together a collection of images, colours, patterns and art that render an uncompromising, more corporate but approachable feel to the brand language:





INSPIRATION 2
This collection of images, colors, patterns and art brings a more congenial and sophisticated yet friendly feel to the brand:





Madhuri Rao,
Founder & Chief,
Design Strategy




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Space Design

Your home is your cocoon, more so on cacophonic days when the chaos and noise just won’t cease. In today’s context of the way our world and people operate, peace of mind is highly sought after, yet seems to elude us most of the time.

So how do you get there…or at least halfway?

Your home is your true identity and completely yours to control. So, what better way than to let your home provide you the peace and solace that you require? We have understood your intrinsic desire to attain peace and bring you seven Japanese Design Principles that are deeply embedded in Zen Philosophy.
These principles have not only inspired the magnificent traditional Japanese gardens but have also encouraged the desire for holistic and better living. The beauty and tranquillity of such spaces leave you feeling calm, connected, and complete.

Sounds tempting?

Well, we have summarised these seven principles into ideas that you could easily incorporate into your home to create a clean and harmonious flow of energy.


Idea 1: Imagine Your Space as an Extension of Your Mind

A heavily cluttered space leads to a burdened and unclear mind. Are you overwhelmed and zapped of energy every time you open your cluttered garage or storage room?
Perhaps a bit of Kanso – or decluttering – can help you put the space to a more purposeful use. Here’s a simple method to give you a jump-start. Make a list of all your things and categorise them into 4 actionable tasks:

A) Need to Keep: All things you cannot ‘survive’ without
B) Want to Keep: All things you cannot ‘live’ without
C) To Give: Things that can add value to another
D) To Throw: Things that need to go

REMEMBER: The decision to declutter may be difficult as it’s tough to part with things. This little list trick simply helps us organise the road to success.
Living in a clutter free space, allows for a clutter free mind that can focus on what matters most.



Idea 2: Embrace Irregularities and Imperfections

We often get caught up in chasing the idea of perfection – the perfect job, clothes, body and home. We want to live up to a notion of what is “ideal”. Not to say we must not strive for improvement, but sometimes things are right just the way they are.

Fukensei encourages acceptance – finding joy in the little imperfections. It highlights uniqueness and drives an emotional experience. So, why not extend this to the décor of your home?

Instead of polishing and refurbishing that old armchair you just inherited from your grandmother, why not leave it as it is – reminiscent of her life? Or repurpose a discarded piece of wood into a storage box or small tabletop. It’s a way of paying homage to beauty as it occurs in our naturally imperfect world.



Idea 3: Practice Restraint Without Compromising on Functionality

In today’s world, extravagance and excessiveness is often considered a sign that you have arrived. The principle of Shibui however suggests that a design that delivers its intended function in a quiet, unobtrusive manner need not be decorated in order to make it attractive. Admiring the design for how well it serves a function, by leaving it as it is, is its true appreciation. It alludes to a refined taste and an understanding of good design. It encourages minimalism, by keeping the focus on what is important.

Keeping this idea in mind, try to incorporate designs that are clean, functional and practical. This enhances focus and alludes to sophistication rather than pretentiousness. For example, if you have a living room with a fabulous view, don’t take away from its panoramic beauty by adorning windows with heavy curtains or walls with distracting paintings.




Idea 4: Strike a Balance Between Natural and Intentional Elements

Living in or close to nature could extend your life. Greenery has been known to have a calming effect and keep your mind focused. Coupled with this are physical benefits such as cleaner air.

The principle of Shizen refers to design that takes cognizance of nature and adapts to it, but always keeps the function of the design in mind. It is possible for you to infuse some of the positive benefits of nature into your home, even if you live in a small apartment. Here are some ways to do just that:

– Introduce potted plants around the house. Even a single plant on your work desk or bathroom sink can bring in a little bit of nature’s positivity.
– Cultivate a micro herb garden on your kitchen windowsill. You’ll be able to use freshly plucked herbs in all your cooking.
– Improve your productivity and enjoy the benefits associated with the natural light of the sun by placing your work desk where it gets maximum sunshine.




Idea 5: Don’t Fear Ambiguity; Invite Discovery

Yugen suggests that when we define something completely – for example, if we say that a dining table can be used only for eating – it leads to stagnation and loss of imagination.

Including elements in your décor that could be open to interpretation unlocks possibilities and encourages imagination. It could be as simple as a painting that provokes thought; or a bar stool made out of a tree stump that could find alternative uses – a side table perhaps. A dining table that has an easy to clean surface, like a granite top, could be used for diverse activities – from art projects to rolling dough. This principle finds particular use in small spaces.




Idea 6: Break Patterns; Encourage Unpredictability

Do you often feel like a hamster on a wheel? Doing the same thing day after day after day, in a monotonous ‘need to do’ cycle?

Datsuzoku encourages moving away from routine and towards surprise and amazement. By bringing this principle into the design of your home’s interiors, you can create spaces – little respites – that allow your mind a break from your otherwise clockwork existence.

Most of us have at least one room or space in our home that we believe is uninteresting, but exists to serve a specific purpose – a small, poorly lit and unengaging guest washroom for example. Bringing in the element of surprise, such as by adding a thought-provoking and strategically lit painting, photo, framed quote or interesting patterned wallpaper can transform the energy of the space.




Idea 7: Find Serenity in the Midst of Disturbance

The world we live in today is hectic, demanding and distracting. Amidst all that distress, what you really need is peace and contemplation. But often we don’t take a “time-out”, leaving us vulnerable to burnout and exposing ourselves to a variety of health problems – a result of our human tendency to procrastinate, delay, and take things for granted.

Seijaku refers to incorporating elements that bring about a feeling of calm and stillness, even in the midst of chaos. So, to avoid the usual “it’s never too late”, fix things today, and create at least one space in your home that is conducive to relaxation, meditation and rejuvenation.
Pick a room in your home – your bedroom or bathroom are good choices – and make it your sanctuary. Think about how you can eliminate disturbances – remove clutter, make it a gadget-free space and include décor elements that help you feel calm.




Zen principles allude to the importance of nurturing your soul rather than materialism. These seven ideas each tie in with nourishing a vital part of your soul and bringing balance and harmony to it.

Manifesting peace might be easier than you think and even a few small changes can make a world of difference.

Which one will you start with?






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