By InterQ Intern, Rhea Chawla
There are a variety of approaches to conducting a qualitative research study, each with their own purposes and benefits. Market researchers understand that selecting the appropriate method is imperative in capturing meaningful insight that is specific to your research objective.
Though in-depth interviews and focus groups are the most widely known methods, there are alternatives that might be better suited for your study.
What are in-depth interviews?
An in-depth interview is a one-on-one conversation between a moderator and a study participant. The moderator is able to focus their attention to an individual participant in order to delve deeply into a topic; this allows the moderator to dedicate more time on specific topics and follow-up with probing questions which can garner more detailed insights. This method is ideal for a detailed exploration of ideas that may require individualized focus. It is also often most appropriate for studies covering more sensitive topics that may be harder to discuss in group settings.
What are dyads and triads in market research?
Dyads and triads maintain the attention to detail afforded by an in-depth interview, but add an interactive element to the discussion.
Dyads involve two participants, but can be structured in different ways. The first is to recruit Known Pairs which are two participants who may know each other. This could be a couple, parent and child, two friends or two coworkers. It is often the go-to when working with younger participants. The second structure is to pair two strangers who have been screened and either share similar attitudes and behaviors OR hold opposing views, referred to as a conflict pair. Conflict pairs are used to reveal and emphasize polarizing beliefs between the participants.
Triads involve three participants, which allows the advantages of both a focus group and an in-depth interview at the same time. The moderator is still able to hone- in on topics while having diverse opinions through a group setting. Like dyads, this method is useful when there are controversial elements to explore or to create conversations where respondents can bounce ideas off one another. This can be used to test the influence of group dynamics on consumer behaviors. Additionally, triangulation between the participants may expose new perspectives for companies to consider when creating marketing plans.
When initiating a qualitative research project, working with a professional third-party company is best, as experienced market researchers can identify which methodology is most suitable for the study being commissioned.