The market research industry is never short of acronyms, terms, and methodologies.
When it comes to qualitative research, in particular, there are plenty of choices at your disposal.
It can often be a struggle to understand which type of market research study or approach is the best to meet your objectives.
Here are a few examples of qualitative research methodologies:
- Traditional focus groups. Groups of 4-12 participants in a focus group facility or in-person setting.
- Online focus groups. Groups of 4-8 participants on a remote video sharing platform.
- Bulletin boards. A forum-like group of 10+ participants who share feedback over several days.
- In-depth interviews (IDIs). One-on-one conversations with a moderator and participant.
- Ethnography. Observational research with participants in a natural environment.
You may or may not have heard of dyads and triads in qualitative research.
In this article, our Drive Research team of experts will walk you through an explanation of dyads and triads, how they are used, and the benefits over traditional qualitative methodologies.
What are Dyads in Market Research?
Dyads in market research are qualitative research discussions consisting of 2 participants together and a moderator.
There are 2 basic types of dyads. The first type is known dyads where the pair of participants know one another.
Common examples of known dyads include:
- Parent and a child
- Teacher and a student
- Husband and wife
- Brother and sister
- 2 friends
The second type of dyad is where the 2 participants do not know each other and are strangers.
The participants join the session together with a moderator. These often work best to compare conflicting views and to receive feedback on a topic from both sides of the coin.
A few good examples where these dyads work best would include:
- Differing political perspectives
- Users of competitive brands
- Loyalists and non-loyalists of brands
💡 The Key Takeaway: A dyad is a type of market research involving two participants and a moderator guiding the discussion.
What are Triads in Market Research?
Triads in market research are qualitative research discussions consisting of 3 participants together and a moderator.
In qualitative research, once you move past 3 to 4 participants, you shift to a focus group.
There is more flexibility in the construct of these triads.
You can choose to segregate the 3 participants by a number of variables (i.e., 1 Gen Z, 1 Millennial, 1 Gen X or 1 promoter, 1 passive, 1 detractor).
Or you can choose a homogenous group of 3 that all share the same core criteria (i.e., 3 loyal customers, 3 competitive users, etc.)
💡 The Key Takeaway: A triad is a type of market research involving three participants and a moderator guiding the discussion.
What are the Benefits of Dyads and Triads in Market Research?
Those in the industry who prefer dyads and triads over IDIs and focus groups showcase several benefits.
Dyads and triads allow for more intimate settings than focus groups.
With focus groups of 4-12 participants across 90-minutes that math will quickly tell you that on average, it’s about 7.5 minutes of speaking time per participant.
When you add warm-up, moderator instructions, moderator questions, and throw in 1-2 dominant participants who eat into the time, it’s not hard to see that you may get 3-4 minutes or less of speaking time per participant.
That’s not a lot of in-depth and exploratory feedback, which is the flagstone benefit of qualitative research. Even with 60-minute diads, you are starting at 30-minutes per participant to dive deep.
More flexibility in group construct.
If you have a budget for your project (don’t we all?) you might end up wracking your brain about how to divide 2 focus groups.
- Should we divide them by age?
With dyads and triads, it allows you to divide those 16 participants across many more variables.
Those participants can be divided into 5 or 6 different triads allowing for greater flexibility with segment groupings.
💡 The Key Takeaway: When compared to traditional focus groups or IDIs, dyads and triads offer brands more flexibility in segmenting audiences. Doing so allows for the additional benefit of gathering higher quality, in-depth feedback.
What is the Process for Running Dyads and Triads in Market Research?
The process for running a dyad or triad project with Drive Research is very systematic.
The approach is similar to any qualitative research project with our team. Here are the steps.
- Contact the firm for a quote on a full-service project (end-to-end management) or recruit.
- The firm prepares a market research proposal with cost, timeline, and how the plan addresses your needs.
- The kickoff meeting is scheduled to guide you on the process, requirements, and next steps.
- A workplan is developed highlighting key tasks and deliverable dates for the project.
- Dates and times for the dyads or triads are chosen in agreement with the client and firm.
- The team develops a screener to guide who qualifies for the study and what segment they are placed.
- The recruitment for the project begins and the client is updated on the progress throughout.
- A moderator’s guide is drafted which is the document used to guide participant discussions.
- Confirmed participants are sent confirmation emails, calendar invites, and links for the sessions.
- Reminder phone calls and text messages are sent to participants to confirm their spots.
- The dyads or triads are held with the moderator, participants, and any client viewers.
- These sessions are often recorded to generate transcripts and also for review come reporting time.
- Analysis of the feedback is compiled into a qualitative report summary for the client.
- The research team and the client debrief on the takeaways and action items on a video call.
💡 The Key Takeaway: The process of conducting dyads and triads is similar to most qualitative market research studies. Consider partnering with a full-service market research company like Drive Research to oversee the entire project from recruitment to moderating to reporting.
Drive Research is a market research firm that works with brands all over the U.S. to complete custom qualitative research projects.
Our team of experts relies on methodologies like diads, triads, and other forms of qualitative research to complete our projects.
We work as a consultant with your brand to guide you to the best approach to answer your key business objectives.
Contact us below.
- Message us on our website
- Email us at [email protected]
- Call us at 888-725-DATA
- Text us at 315-303-2040
George is the Owner & President of Drive Research. He has consulted for hundreds of regional, national, and global organizations over the past 15 years. He is a CX-certified VoC professional with a focus on innovation and new product management.
Learn more about George, here.