FocusGen: Expanding Visual Design Exploration with a Simulated Focus Group of Persona Agents

Abstract

Creative professionals rarely design for themselves--they design for audiences whose preferences they must anticipate. Yet current text-to-image exploration tools derive diversity entirely from the designer's own input--their prompts, their chosen dimensions, their search queries--confining exploration to what the designer already knows to look for. We present FocusGen, an interactive system that introduces external perspectives into visual design exploration through a "virtual focus group" of simulated persona agents. In contrast to prior persona systems in which multiple agents converge as critics on a single evolving artifact, FocusGen uses personas as parallel generators: each agent--constructed from demographic data, a procedurally generated backstory, and aesthetic preferences elicited through interviews--independently drives an iterative generation loop that produces its own visual concept, transforming one design brief into a spectrum of audience-conditioned directions. With real human participants, we confirm that the iterative refinement loop produces outputs people prefer over zero-shot generation. With synthetic agents at scale, we show that persona conditioning yields higher visual diversity than a generic-assistant baseline--measured by CLIP distance and corroborated by human perceptual judgments--and that open-ended preference interviews yield more diverse outputs than structured ones for both human and synthetic cohorts, while also revealing that agent cohorts recover only part of the diversity of comparable human cohorts. A qualitative study with 16 creative professionals suggests FocusGen helps designers discover unanticipated directions, overcome fixation, and probe audience contexts--while surfacing stereotyping risks that we analyze. We position FocusGen as a divergence scaffold for early-stage ideation rather than a substitute for audience research.