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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. ...

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