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.