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    Dyads / Triads

Aren't these simply miniature focus groups? What purpose do they serve?

The quick answer is that, no, they are not miniature focus groups. Sometimes they are held at focus group facilities, but the purpose of these gatherings is much more specific than a general discussion about a topic. It is more an in-depth probe into decision making at a more personal level.

At risk of being too obvious: dyad refers to two; triad refers to three. In a world where purchase decisions must be made, whether consumer or business, a decision to purchase or utilize is often made by more than one, usually two or three individuals.

The next time you go grocery shopping, watch a couple examine, say, cereals. There is often a discussion about which to buy. If they are set in their ways, it may simply be to verify if they are low on one type versus another. But, if they are really shopping, then one or the other will study the marketing material on the box and inevitably ask the other's opinion. The other may simply say, "doesn't matter to me, get it if you want." Or, the other may take the box and examine it, too. Add a child and you have three.

In the consumer world one can think of many such times when another's opinion is sought. Some examples would be auto purchases, white goods, kitchen cabinets, paint color, the list is almost endless. Other times even major purchases are solo events. A portable computer, for example, is often one person's preference. Perhaps even something as major as a ski boat or type of swimming pool could be a solo purchase event, but most likely major purchases include more than a single individual.

The question then becomes, how was it that more than one person became a decision maker? What is discussed among the decision makers? Who within the group has more sway than the other?

Enter the dyad and triad in-depth interviews, held either at a focus group facility or, better yet, in situ, at the place of decision making.

Discussion

Dyads and triads are fun, as well as instructive. Well, they can be fun, if the topic isn't stressful and the people involved have a good sense about themselves and one another. Bottom line is that they represent an intimate look at how critical decision making is done at many levels within society.

Example:  During an interview with the VP of Development at a very large Telecommunications firm, I once had a decision making dyad take place unexpectedly, which became the focus for another study. I was interviewing the VP in a conference room that had been set aside for this purpose. The study had a series of high level 1-1 interviews, and I was doing four a day. During this particular interview, in walks the CEO of the company. He was in a rush and needed to talk to the VP I was interviewing (a not uncommon interruption when doing such interviews on location). I suggested I leave so these two could talk privately, but the CEO insisted I stay, so I did. Off they went into a detailed discussion about what turned out to be a multi-million dollar decision. The decision was made within 20 minutes and off the CEO went. I then changed my interview to include a discussion of the decision making that just happened.

So, dyadic and triadic decision making can be about more than what cereal to buy. It is fascinating to me how many of our most important, costly, sensitive, urgent decisions are made by a very small number of individuals. This, in fact, may be necessary. One VP at Digital Equipment Corporation (DEC) once confided in me that he believed the company was losing ground because it took a committee to decide everything. It slowed the process down and created so-so products. Group think often does not work if the group is too big.

When to use the dyad / triad?

Good question. I recommend that you determine first what it is you want from the study. A focus group with the normal number of respondents can get at decision making, but certainly not as in-depth. If you already know about the product characteristics, the buying stimuli, and the generalities of decision making, then perhaps what you may need is to take the time and effort to determine the nuances of decision making that can better inform your sales and marketing efforts.

What are the issues?

The things to pay attention to are basically the same as for larger groups:

• Recruiting is critical. You need two or three people who can discuss decision making in depth.
• The moderator needs to be skilled in relationship management during sensitive probing.
• The focus group environment may not lead to insights as would having the discussion in the place of decision making.

The most important thing is to have the right participants, which means that the recruiting must be excellent. Which also means that the recruiting guide needs to be vetted thoroughly. One strategy, by the way, is to recruit from a recently completed focus group. By doing so you already have been able to pre-screen a set of respondents. Now you need to get their cooperation to go the next step and they recruit their decision making partner(s). This often works well.