Consumers do the directing – actors are their raw material

Discussion: Initial impression and characterisations of the brands/products are collected, with the actors actively listening in. This helps in developing the character.

Mini-group: Here, 1 actor and 3 – 4 directors (= respondents) together develop the character.

Acting 1: The results are presented in brief performances and commented on by the audience.

Acting 2: The result presented then becomes the object of further development within the plenum.