Triads

Triads involve three participants who may or may not know one another. Triads offer some of the advantages of focus groups and in-depth interviews in that the moderator can hone in on topics/subjects while also having a diversity of opinion. Triads also offer researchers opportunities to test how group dynamics can influence purchasing behaviors. For instance, you can recruit two participants who are brand loyal to one product and one participant who is brand loyal to another. The moderator can then create situations that would test the strength of brand loyalty and see how the dynamic shifts between the three participants. Triangulation within the group can sometimes reveal areas for companies to focus on when creating marketing plans.