When I worked for GE Appliances we had large budget programs, mainly because it’s a large capital investment to redesign say a refrigerator or high end cooker. To mitigate some risk early on, we conducted a lot of in depth interviews and focus groups, some were slightly pre design to establish scope and some further down the process included design concepts for evaluation.

They are useful for gaining a deep understanding and connecting different elements. ,We explore the thoughts and feelings of both consumers and internal teams to find insights that help build successful products. Below are some snapshots. Of course, most were confidential.