What is Role playing?
- Content Type:
- Glossary
Role playing Definition
A projective technique in which participants adopt characters, or parts, that have personalities, motivations, and backgrounds different from their own.
Role playing is a qualitative research technique where participants are asked to act out scenarios or take on specific roles to reveal thoughts, feelings and behaviors in context. It is used to explore reactions in simulated situations.
Who relies on role playing in market research?
UX researchers, product developers, brand strategists, qualitative moderators and innovation teams rely on role playing to uncover deeper emotional and behavioral insights.
What are key aspects of role playing in market research?
- Simulates real-life decision-making or interactions.
- Encourages creativity and emotional expression.
- Useful in early-stage concept or message testing.
- Can be conducted in-person or digitally.
- Often used in ethnographic or workshop settings.
Why is role playing important in market research?
It brings unconscious motivations and contextual responses to the surface, helping researchers understand how people truly behave, not just what they say they would do.
How do market researchers use role playing?
Researchers guide participants through scenarios, such as shopping experiences or customer service interactions, and observe their choices, language and emotional cues to gather rich, actionable insights.