[Cons] [Common Uses] [Resources]
This tool is a qualitative method of data collection that is essentially
a three-person focus group with a moderator. Several triads maybe be
needed to ensure that a diverse set of beliefs and opinions are obtained
from a target audience.
Because fewer individuals are involved, the triad interview often
takes less time than a focus group and usually runs 45 to 60 minutes.
Because there are fewer participants, triads offer an opportunity to
hear each participants views in more depth, and is a good way to test
more complex materials.
many of the “pros” of focus groups, but allows for less contamination
than larger focus groups while enabling the participants
the ideas being tested
triads can be conducted in the same amount of time as focus groups
in-depth information can be obtained from each individual participant
than in a focus group
or unproductive respondents can be more easily controlled than
in a focus group
easily mirror the dynamics of human conversation that takes place
in small groups than in larger groups
easily conducted in natural settings, such as a small room, than
are focus groups (which
useful with teenagers, especially with ‘paired friend’ interviews.
may be concerned about lack of anonymity
be labor intensive and expensive, especially if triads are conducted
in multiple locations.
complex topics with target audience prior to program
about feelings, attitudes, motivators, past experiences related
to a health topic
complex concepts, messages, and materials
generate and test hypothesis.
Marketing Research Review http://www.quirks.com
Qualitative Research Consultants Association http://www.qrca.org
topline report of results from triad groups about Medicare’s nursing
home nutrition and hydration campaign: SOC_triadreport.pdf