Individual participants are invited to a controlled environment (not real context) to test e.g. colors or audio of the system. The target is to gain insights of design details that would be hard to test in real contexts (e.g. controlled lighting conditions, background noise).
Data can be collected in different ways, e.g. videotaping facial expressions of users.
Possible to collect experiential data on design details without expensive field studies.
Jordan, P. (2003) Designing Pleasurable Products
References describing the method