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

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.