What is a dyad?
- Content Type:
- Glossary
Dyad Definition
A qualitative research methodology in which an interviewer works with two participants at once. This technique is particularly appropriate for products and services for which two persons are relatively equal partners in making a purchase decision.
A dyad is an in-depth interview between two people. A moderator also is present. This quantitative research method pairs either people who know one another or those who have never met. The moderator’s role is to keep the discussion on track. Examples of a dyad are a meeting between a boss employee, a person in one-on-one counseling and a conversation between a mother and daughter. In marketing research, a dyad could be formed between users of competitive brands. Key to a successful dyad including developing questions, hiring an effective moderator and choosing the right pair for the discussion.
Who relies on dyads?
Marketing professionals use dyads to study customer experiences and gather feedback from customers with shared or varied opinions. They turn to using dyad marketing research because it is cost-effective, especially for small-scale studies of the marketplace. And, they find value in exploring the interpersonal dynamics, unfiltered opinions and nonverbal cues that arise during one-on-one interactions.
Why should I care about dyads?
Dyad marketing research is key for several reasons. For starters, it is more intimate than a six-to-eight participant focus group. What’s more, it allows moderators to speak with customers on a first-hand basis. In addition, dyad marketing allows for adaptive conversion, meaning it’s easier for marketing professionals to get data and insights they need to improve strategic planning and enhance products or services. Dyad sessions allow researchers to delve into subtleties that might be missed in larger surveys or focus groups. This approach can lead to the discovery of valuable insights that drive more effective marketing strategies, refined product development and enhanced customer experiences.