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The Pocket Universal Methods of Design by Bella Martin, Bruce Hanington

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090 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 ...

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