O tehnica de studiu de marketing calitativ in care cei intervievati sunt rugati sa se angajeze in exercitii-interviu care au menirea de a-i face sa-si exprime sentimentele in legatura cu anumite branduri sau produse. Vezi Qualitative Marketing Research.

a qualitative marketing research technique in which respondents are asked to engage in impromptu role-playing exercises intended to have them reveal their feelings about certain products or brands. See Qualitative Marketing Research.