# Unlocking Qualitative Insights with Dynamic Role Play

Learn how to unlock human insights even when the behaviors you seek happen behind closed doors.

Ethnographic research is ideal for accessing real-world insights, but what do you do when there are privacy, ethical, or regulatory concerns?

One solution is dynamic role-play, a qualitative methodology that simulates conversations when true immersion is not an option. Through examining language, tone of voice, body language, and eye-tracking, you can generate rich insights to understand how your audience thinks.

So how can you utilize dynamic role-play to yield meaningful insights?

**[View the recording](/content/marketing-research/webinar-recording-Unlocking-Qualitative-Insights-with-Dynamic-Role-Play/index.html), you will learn:**

1. How to access real-world insights when privacy, ethical or regulatory concerns rule out ethnographic research
2. How top companies use dynamic role-play to generate meaningful conversations with customers
3. How you can influence outcomes by uncovering bias, stumbling blocks, and key decision-making factors

**Speakers:**  
**Caroline Brennan, Vice President, Life Sciences, Escalent**  
**Jagan Choudhary, Business Insight Lead, AstraZeneca**  
**Heather Mitchell, Senior Director, Qualitative, Escalent**  
**Brian Shaw, Senior Vice President, Head of Wealth Management Marketing Research & Insights, Bank of America**

Disclaimer

The views, opinions, data, and methodologies expressed above are those of the contributor(s) and do not necessarily reflect or represent the official policies, positions, or beliefs of Greenbook.