Triad Interview

Also known as: Triad, Mini Group, Small Group Interview

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The Triad Interview (or Mini-group) is a qualitative research session with three participants that combines the depth and intimacy of the individual interview with the comparison and interaction dynamics of the focus group.

Advantages over the 8-10 person focus group: greater depth per participant, lower risk of groupthink, easier facilitation of direct comparisons between products or brands, and lower recruitment cost than multiple IDIs.

It is especially useful when exploring perspective differences between two types of consumers (e.g., heavy vs. light users) or when the topic requires more intimacy than a large group allows but more dynamics than an individual interview.

Atlantia uses triads in projects requiring a balance of individual depth with group comparison dynamics.