PBS Services Methods&Techs Qualitative methods Diad and Triad

Diad and Triad

Diad – simultaneous interview with two participants. There are two possible forms:

• Diad homogeneous – it is used when the point of research is interaction dynamics of two certain people. For example, shopping decisions made together by man and wife (furniture or credit, for example). IDI with one marriage partner will never give the full impression of the mutual decision making process.
• Diad heterogeneous – is a confrontation of two contrary opinions. It is a confrontation of two competitor brand users or natural and traditional medicine supporters as a rule this gives a lot of information because it gives the participants strong motivation for defending their opinions.

Triad – meeting with three participants. The method unites advantages of diad and focus interview, because it adds diad confrontation dynamics to group process mechanisms.