Content Type:

Glossary

Share Print

Lelly Triads Definition

Also known as repertory grids. used especially by advertising agencies to elicit consumer language for the products in question. Products (or whatever) are written or pictured on cards which are dealt three at a time. The respondent is invited to pick the odd one out and explain why it is odd. The language and key discriminators are noted.

Lelly triads in marketing research are a projective technique used in qualitative studies to uncover how respondents perceive similarities and differences between products, brands or concepts. Participants are presented with three items at a time and asked to explain which two are most similar and how they differ from the third, revealing underlying attitudes and decision-making criteria.

What are key characteristics of Lelly triads in marketing research?  

• Uses sets of three items (products, brands, or concepts).
• Participants identify similarities and differences.
• Explores perceptions beyond surface-level responses.
• Often used in exploratory, qualitative research.
• Encourages deeper reflection and explanation.
• Helps uncover subconscious associations.

Why are Lelly triads important in market research?       

Lelly triads are important because they reveal nuanced consumer perceptions, help identify key differentiators and uncover attributes that drive brand preference. This insight supports positioning, messaging and product development strategies.

Who relies on Lelly triads in marketing research?             

Qualitative researchers, brand managers, product developers, advertising agencies, consumer psychologists and innovation teams rely on Lelly triads to gain a deeper understanding of consumer thought processes.

How do market researchers use Lelly triads?      

Market researchers use Lelly triads in focus groups or in-depth interviews to prompt respondents to articulate distinctions between offerings. The insights are then analyzed to identify positioning opportunities, refine brand identity and guide product enhancements based on perceived similarities and differences.