A triad is a market research technique that involves three participants who may or may not know each other. The triad approach is designed to offer a unique perspective on a particular topic or subject, as it allows the moderator to hone in on specific areas of interest while having diverse opinions.
The triad technique is a qualitative research method used to gain in-depth insights into consumer behaviour, opinions, and preferences. Unlike other research methods, such as focus groups or in-depth interviews, which rely on a larger number of participants, the triad technique focuses on a smaller group of people. This approach allows the moderator to delve deeper into the thoughts and opinions of each participant, resulting in a more comprehensive understanding of the topic being researched.
The triad technique is particularly useful when researching topics that are sensitive, complex, or require a high level of expertise. For example, a company developing a new product or service may use the triad technique to gain insights into how consumers will react to the new offering.
Triads can be conducted in various settings, including online, over the phone, or in person. The moderator will typically ask each participant a series of open-ended questions, allowing them to express their thoughts and opinions freely. The moderator may also use various techniques, such as role-playing or scenario analysis, to help participants understand the researched topic better.
One of the advantages of the triad technique is that it allows for a diversity of opinions, which can lead to more robust insights. Participants may have different backgrounds, experiences, and perspectives, which can help identify patterns, trends, and areas of agreement or disagreement. The triad approach also allows participants to bounce ideas off each other and challenge each other’s assumptions, leading to a more well-rounded discussion.
In summary, the triad technique is a market research method that involves three participants who may or may not know each other. It is a qualitative research method to gain in-depth insights into consumer behaviour, opinions, and preferences. The triad approach is particularly useful for researching sensitive or complex topics, as it allows for diverse opinions and a more comprehensive understanding of the researched topic.