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 ...