114 | Triading |
An interviewing technique whereby participants compare sets of three brands, products, or services
- Triading is a powerful interviewing technique that helps to understand how products and services fit into people’s existing personal constructs of the world.
- Triading reveals deep-seated attitudes, perceptions, and feelings toward brands, products, and services.
- Either the researcher or the participant selects six to ten familiar and related brands, products, or services representative of a particular domain.
- The participant picks three of the examples (a triad) for discussion and then explains the ways in which they feel two of the three examples differ from the third.
- This process can be repeated with new triads to elicit multiple constructs about the domain.
- When repeated with many participants, a wealth of data emerges, with varied constructs and ratings identified from person to person.
See alsoInterviews • Laddering • Semantic Differential
Triading asks: “How do two of these examples differ from the third?”
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