The indirect approach of semi‐focused groups: Expanding focus group research through role‐playing

Abstract

Purpose

The purpose of this paper is to present an alternative way of using focus groups in research – a role‐play‐enhanced focus group method – in which participants are presented with the challenge of dealing with a specific task while playing a familiar but nevertheless fictive role.

Design/methodology/approach

The research is performed through an experimental approach in which a focus group of small business owner‐managers are assembled and presented with a prepared case exercise. The design is a role‐play‐like setting in which the participants are to act as the board of a company.

Findings

Carefully designed, well‐prepared role‐play‐like activities can add substantially to focus‐groups.

Originality/value

Adding an experimental dimension to focus groups offers the possibility of addressing topics indirectly and thus increases their usefulness.

Citation

Bill, F. and Olaison, L. (2009), "The indirect approach of semi‐focused groups: Expanding focus group research through role‐playing", Qualitative Research in Organizations and Management, Vol. 4 No. 1, pp. 7-26. https://doi.org/10.1108/17465640910951426