Dyad/triad –qualitative research
Table
of contents
- Dyad/triad qualitative research – characteristics
- Usefulness of the dyad/triad technique
- Dyad/triad – what might it look like?
- Dyads, triads – examples
- Dyads, triads – strenghts
- Our Clients
- Why choose our offer?
- Qualitative interviews – our resources
- Dyads/triads – our standards
- Dyads/triads – our capabilities
- Dyads/triads – Price list
- FAQ
Dyads/triads are types of discussions
conducted in small groups and facilitated
by a moderator.
Qualitative dyad/triad research serves as an alternative to individual interviews. A dyad consists of a discussion between two people, while a triad involves three participants.
The moderator, using a pre-prepared scenario, guides the discussion toward topics of interest from the perspective of the entity commissioning the research.
Dyad/triad qualitative research is characterized by lively dynamics, making it effective in situations where interaction between respondents is necessary while also providing a deep understanding of individual attitudes.
Interviews are conducted to deepen knowledge in a specific area.
Homogeneous dyads are used when the essence of the examined issue is the dynamics of interaction between two specific individuals (e.g., joint purchasing decisions of a married couple). Heterogeneous dyads are characterized by a confrontation of opposing views or opinions. The clash of different positions motivates participants to defend their views or opinions and allows us to observe which elements of persuasion respondents are more susceptible to.
Triads are qualitative interviews that combine the advantages of dyads (a small number of participants, dynamics of confrontation) with the mechanisms of group processes.
A typical session lasts from 60 to 90 minutes.
Qualitative interviews in small groups can theoretically take place anywhere, depending on the group of respondents. The most common settings include:
- focus group rooms equipped with:
- recording equipment (camera, voice recorder—recording the session is necessary for the researcher to replay and analyse it. Transcription is often performed, meaning the entire recording is transcribed, allowing the person formulating conclusions to conduct in-depth analysis and revisit interesting topics, etc.);
- observation device (one-way mirror or online streaming) is used by companies commissioning the research. Sometimes, the moderator receives instructions during the Focus Group Interview (FGI) from the commissioning parties, for example, to explore (“deepen”) interesting topics);
- comfortable seating and good lighting, which affect participant comfort as well as recording quality;
- participants’ workplaces, e.g., offices;
- rented conference rooms.
The study conducted using the dyad/triad technique
may have various goals and assumptions.
It can be successfully applied in any type of research.
Qualitative dyad/triad interviews enable the creation of in-depth analyses.
Small group interviews are most often used in consumer opinion research, strategic research, marketing research, and social research.
- They allow for controlling the process of how opinions and views are formed, revealing the essence of their creation (we can clarify the respondents’ statements and refine their meanings).
- They enable an understanding of the motivations and unconscious attitudes of participants; by asking the questions “why?” and “how?” we can obtain information about the emergence of various mechanisms in both social and consumer behaviour (which are not available in surveys).
- They enable the observation of interactions among participants as they defend their own positions, views, and opinions.
- Synergy effect – group discussions cause participants to stimulate each other (similar to brainstorming).
- The acquired material is articulated in the language of the respondents.
- This technique can be applied to all types of issues and demographics, including, for example, children and illiterate individuals.
- The research results are easy for the client to “consume”.
- Information is gathered in situations that are closer to people’s lives and experiences.
To date, we have had the opportunity to work with various institutions and companies interested in obtaining statistics in specific areas. The research conducted was aimed at helping them advance their plans and attract new clients.
Why choose our offer?
We have been conducting social and marketing research since 1996. Thanks to our high-quality standards, professionalism, and extensive experience, we can boast a high rate of returning clients.
We also regularly attract new satisfied customers who benefit from the research we conduct.
As specialists in this field, we deliver better results for the companies we work with.
We would be happy to answer any questions and suggest the most suitable research option for your specific needs.
Qualitative interviews – our resources
We have modern, supervised qualitative interview laboratories adapted to the needs of people (including respondents)
with disabilities.
The laboratories are equipped with:
- cameras,
- microphones,
- a one-way mirror/online transmission system,
- multimedia boards.
We also conduct research throughout Poland via a network of focus centres with which we have maintained continuous collaboration for years, as well as at locations selected by our clients.
Dyads/triads – our standards
We conduct qualitative studies according to the highest standards of the research industry. We are audited annually by the Interviewer Quality Control Program and hold a relevant certificate.
We also possess the international ESOMAR certification.
Dyads/triads – our capabilities
We record and can provide
audio recordings
of all interviews.
We survey all groups of respondents:
- private individuals (consumers of various brands,
- families, residents of rural and urban areas)
- enterprise representatives:
- owners
- management staff
- employees
- public institutions
- State and Provincial Offices
- Local government units
- Educational institutions
- Business environment institutions
- experts
We can organize any qualitative study
within 7 days.
We also recruit respondents for studies using a CATI studio equipped with 25 interview stations, which affects the recruitment time.
For each study, moderators specializing in the relevant topic are selected, each with many years of experience in research moderation.
Dyads/triads – Price list
The qualitative interviews we conduct in small groups aim to obtain knowledge that is helpful in formulating and implementing the objectives of a company or institution. Therefore, the studies are tailored to meet our clients’ needs regarding sample size, scope, and subject matter.
Since pricing depends on specific services, we encourage you to contact us for a detailed estimate. We will be happy to answer your questions and provide a quote for the service you are interested in.
FAQ
A dyad study involves an interview with two individuals conducted simultaneously by a moderator, either in person or remotely, based on a prepared scenario.
A triad study consists of an interview with three individuals conducted simultaneously by a moderator, taking place in person or remotely, guided by a prepared scenario.
In a qualitative interview with small groups, the moderator engages in conversation with the participants. During the interview, interactions arise among the participants, reflecting shared or opposing opinions and perspectives. This dynamic helps uncover phenomena that individuals may not fully recognize.
Qualitative dyad and triad interviews can be effectively utilized in almost any type of research project; however, they are most commonly applied in social or consumer research.
Typically, such interviews last between 60 to 90 minutes.
A significant advantage of qualitative interviews is the ability to quickly gather in-depth information from respondents regarding their attitudes, motivations, opinions, and preferences.
We support all the industries
