IN-PERSON FOCUS GROUPS: TRIADS
A triad focus group is smaller in size (generally three participants) and shorter in length (usually one to one and a half hours) than a traditional focus group. We suggest triads for more targeted and/or harder-to-reach audiences, as they tend to work better in smaller groups. Like traditional focus groups, triad focus groups allow for in-depth discussion about issues, as well as reactions to specific products, advertising, or initiatives.
Like traditional focus groups, triads are conducted in professional focus group facilities. These facilities provide the client with an interactive opportunity to view the groups as they take place via a one-way mirror. This also allows for interaction with the moderator and provides for spontaneous probes and questions during the groups. All groups are audio and video recorded, and we have the capabilities for groups to be webcast to help alleviate travel for the client to multiple cities.
In areas without a professional focus group facility, we reserve adjoining conference rooms in a conveniently-located local hotel or conference center. One room is used to hold the group discussion, while clients discreetly observe on closed-circuit TV in the adjoining room.
Triads are also highly customizable and can be tailored to both constituency (business leaders, customers, health care providers, investors, patients, purchasers, seniors, swing voters, uninsured, etc.) and topic area (corporate image, education, health care, local issues, politics, technology, etc.). We generally recommend this type of research for very high level/executive audiences.