Dyads

Dyads involve two people in an interview. Dyads can be structured in two ways. The first is to recruit two participants who may know each other (husband and wife; parent and child; two friends or co-workers). These are referred to as Known Pairs, and are the go-to choice if working with children or younger participants. The other option is recruiting strangers who have been screened for sharing similar behaviors and interests OR a conflict pair. When selecting a conflict pair, the researcher is trying to dramatize the differences between the two. This is useful when looking at loyal users of two different brands or products to learn more about the reasons behind the brand loyalty, and where its weaknesses are.