Dyads and triads: Intimate conversations
Why use dyads and triads
The method is particularly suitable when you want to explore opinions in depth, but at the same time want the natural dynamics that occur between people. Dyads work well for close relationships, such as spouses, friends or colleagues, while triads can provide a broader understanding through interaction between three participants with different perspectives.
Compared to traditional focus groups, dyads and triads offer greater scope for individual reflection. This method is well suited to topics that require familiarity, or where you want a more natural conversation about product use, purchasing decisions or attitudes to a brand. By using dyads and triads, you can also observe how opinions are formed in the face of others’ views. This provides a richer understanding of how attitudes and decisions are developed.
Dyads and triads in practice:
Attitudes to seat belt use for the Norwegian Public Roads Administration (SVV)
The Norwegian Public Roads Administration (SVV) wanted to increase understanding of:
– Drivers and barriers to seat belt use in different situations
– Expectations of own and others’ use, including social acceptance of use/non-use in different situations
The insight team conducted digital group conversations, dyads with bus drivers/heavy vehicle drivers/tradesmen, personal interviews with passengers on regional buses as well as observation and registration of seat belt use on regional buses and among tradesmen/heavy vehicle drivers.
The survey resulted in clear recommendations to the Norwegian Public Roads Administration regarding increased seat belt use in Norway.
