Sometimes you need to go out of focus to get into focus. Not thinking directly about a problem can unleash a flurry of creative solutions… especially when you play.  That’s why I developed Out of Focus Groups™.

It’s an approach that integrates traditional ideation and the arts, specifically improvisational theatre. I leverage what I learned performing in improv & sketch troupes with Kristen Wiig and partner with an improv teacher who trained with Amy Poehler.  We help liberate the creativity of  participants, to access thoughts and feelings relegated to the recesses of the mind. These players may be consumers, employees, partners, brand guardians or other key stakeholders, often outside the primary business who can offer unique perspectives.

The creativity that emerges when people are willing to let down their guards and get out of their heads is remarkable.  Not only are Out of Focus Groups engaging and productive, they are more fun than a day at work should be.

Client Participant

Being the patient or the customer and then being the product, and seeing it from both sides, you kind of get your perspective and it opens up your mind. The possibilities of what comes out of what can come out of it. It's a new experience for me and frankly I enjoyed it

Consumer Participant

In a traditional study, you're sitting there and they'll ask you questions about your products and what you consume and how you like it. A lot of times they ask you questions that are leading. But this helped a lot to keep your mind going so much on the creative side, especially seeing the product from the outside. I could think of it in a totally different way than what I would have come into if it was just, ``Let's sit down and just talk.``

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