Universal Methods of Design

RESEARCH METHOD

90 Triading

Triading is an interviewing technique that reveals deep-seated attitudes, perceptions, and feelings toward brands, products, and services.

Triading is a powerful interviewing technique that can be used to elicit constructs that people create in order to make sense of the world around them. George Kelly pioneered the method as a step in the Repertory Grid elicitation process, and its foundations are grounded in his Personal Construct Theory.¹ The Repertory Grid technique was designed specifically to extract participants’ personal constructs while at the same time minimizing researcher bias and influence during interviews. ...