Participants are asked to assume a role pertaining to a product or a situation and to act it out with other participants who assume different roles. As they perform they project their feelings and behaviours into the role. Considering that this exercise can be time consuming, role plays are usually conducted in extended focus groups.
If the roles are to be enacted, then a venue such as a research facility is required. If the roles are not to be enacted, and the research is conducted online, a description of the role may suffice, for instance:
Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.