The Magic If

1
The Magic If

• Focus Group Sessions With Theatre Techniques
• HCI 522X, Spring 2007
• Elena Maximova

2

• it is not the voice of the consumer that
  matters. What matters is the mind of the
  consumer
• Philip Hodgson

3
"What would I do if I were in these
circumstances?"
Magic If
Focus Group No shared context
Theatre Shared context
4
Take Home Point

• Use Magic If to create shared context (given
  circumstances)
• Method
• A play-out scenario performed by actors, where
  the products are props

5
Resources

• Daniel Gross, Lies, Damn Lies, and Focus Groups
  http//slate.msn.com/id/2089677/
• Is Consumer Research Losing Its Focus?
  http//www.userfocus.co.uk/articles/focuspocus.htm
  l
• Sato, S. and Salvador, T. 1999. Methods tools
  Playacting and focus troupes theater techniques
  for creating quick, intense, immersive, and
  engaging focus group sessions. interactions 6, 5
  (Sep. 1999), 35-41.