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Gather a group of friends and family and share your ideas with them – if possible with samples. Try to also do this with five or six people who represent your target market. People are usually happy to eat a bit of free food in return for their thoughts.

Have question sheets prepared in advance – anonymised if you think it will help honesty. And you do want people to be brutally honest.

Encourage your focus groups to contribute as many suggestions as possible when discussing your ideas. Ask for normal and zany contributions. It will all help – you never know what inspiration it might spark.