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:
