RESEARCH METHOD / PRACTICE GUIDE

Iterative concept reviews

Which assumptions survive contact with users and realistic tasks?

A repeatable workflow using Plan → Conduct → Report. Adapt recruitment, timing and depth to the decision, participants and evidence available.

1. 01

   Plan

   Name the riskiest assumption and choose a prototype fidelity that can test it. Prepare realistic tasks and alternatives without embedding the preferred answer. Define what evidence would support, challenge or leave the concept unresolved.

2. 02

   Conduct

   Invite participants to use or interpret the concept before explaining it. Observe expectations, choices and breakdowns. Probe the reasons behind reactions, compare alternatives and revise one meaningful assumption at a time between rounds.

3. 03

   Report

   Keep a versioned record of what changed and why. Separate preference from task evidence, note unresolved risks and compare findings across rounds. Recommend the next prototype, a bounded delivery decision or further research.