The Ultimate Guide to Market Research Duos and Trios

Market research is continuously evolving, with innovative methods and market research trends emerging to capture the nuances of consumer behaviour. 

Among these market research trends, the use of duos and trios - also known as dyads and triads - has seen a rejuvenated interest, particularly among certain audiences such as children and Gen Z.  

This approach involves conducting research with pairs or groups of three participants, who can either be pre-existing pairs or strangers recruited specifically for the research. Leveraging the natural dynamics between participants, this methodology yields rich insights. 

So, why are duos and trios gaining traction in the market research field? Let's delve into the reasons behind their increasing popularity and what makes them a valuable tool for researchers. 

Understanding Market Research Duos/Trios 

Market research duos and trios are small group dynamics used to gain deeper insights into consumer behaviour and preferences.  

These configurations involve conducting research with two (dyad) or three (triad) participants, who can either be pre-existing pairs (such as friends, family members, or colleagues) or strangers brought together for the purpose of the research.  

The flexibility of this methodology allows researchers to tailor the group composition to best suit the research objectives. 

4 Benefits of Small Group Dynamics in Market Research 

 1. Enhanced Comfort and Openness

When participants are paired with someone they know or have an immediate connection with, they tend to feel more at ease. This comfort can lead to more honest and open discussions, providing richer and more authentic data.

2. Realistic Interactions

Duos and trios can simulate real-life social interactions, offering a more accurate reflection of how people discuss and decide on products or services in their everyday lives. This dynamic is especially useful in children’s market research, where friends or siblings can interact naturally.

3. Reduced Dominance

In larger groups, certain individuals may dominate the conversation, skewing the results. Smaller groups ensure that each participant's voice is heard, leading to more balanced and comprehensive insights. 

4. Increased Engagement

Participants in duos and trios are more likely to stay engaged throughout the session, as the smaller group size encourages active participation and interaction. 

Comparing Different Formats: Face-to-Face, Online, and Unmoderated 

So, which is the best for your upcoming research? Understanding the nuances between face-to-face (F2F), online, and unmoderated duos/trios can help researchers choose the best approach for their study. 

Face-to-Face (F2F) Duos/Trios  

This traditional format allows for direct observation of body language and facial expressions, which can add depth to the insights. The physical presence of a moderator can guide the conversation, ensuring that all topics of interest are covered.  

However, logistical challenges and costs can be higher compared to other formats. Additionally, coordinating the schedules of 2-3 participants, such as busy parents or parents with their children, to meet at a venue can further increase these challenges. 

Online Duos/Trios  

With the rise of digital technology, online duos/trios have become increasingly popular. This format offers flexibility and convenience, allowing participants from different geographic locations to join.  

The digital environment can sometimes make participants feel more comfortable sharing their thoughts. However, it may miss some of the nuances captured in face-to-face interactions. 

Unmoderated Duos/Trios  

An innovative approach, unmoderated duos or trios involve participants, particularly friendship pairs, recording themselves having a conversation. This method captures authentic, natural interactions without the influence of a moderator, providing genuine insights.  

However, the lack of moderation means that conversations may veer off-topic, and the data may require more extensive analysis. 

Real-World Applications of Duos/Trios in Different Industries 

In our experience as a market research fieldwork agency, we have recruited for numerous studies using the duos/trios methodology. Although specific client details remain confidential, the following case studies offer insight into how this approach can be successfully applied. 

Product Testing and Shop-Alongs 

The duo/trio approach is popular in product testing and shop-alongs. For instance, in a project on vaping, respondents were asked to bring one or two friends with similar vaping habits. This setup simulates a natural shopping or product usage environment, capturing authentic interactions and discussions that occur among friends.  

Validating all participants ensures that everyone is committed to the research process and understands the methodology and expectations. This reduces the likelihood of drop-outs and enhances the quality of data collected. 

Children’s Toy Testing 

One of the most successful applications of duos/trios is in children’s market research, particularly in toy testing. This methodology allows observation of children interacting with toys in a natural, comfortable setting, simulating real playdates.  

The familiar dynamics between friends provide authentic feedback and highlight how toys are used and perceived in real-life scenarios. The key to success here is thorough validation of both members of the duo to ensure engagement and accurate insights. 

What are the Challenges of Using Market Research Duos and Trios? 

While the duo/trio methodology offers many benefits, it also presents unique challenges that need careful management. One significant challenge is ensuring the 'buy-in' of all participants.  

When respondents invite a friend, the friend may not be as invested in the study and might be more likely to drop out. To address this, we emphasise the importance of validating both members of the duo or trio.  

By thoroughly screening each participant and clearly communicating the research process and expectations, their commitment and engagement can be increased. 

Another challenge is managing how relationships between participants influence their behaviour and responses.  

For instance, children might behave differently when playing with friends compared to strangers, and adults may express more honest opinions in a familiar group. Recognising and leveraging these dynamics can enhance the depth and authenticity of the insights gathered. 

In children’s toy testing, specific considerations include: 

• Recruitment and Validation: Allow ample time to recruit and validate both the parent and the friend to ensure engagement and commitment. 

• Scheduling: Offer flexible time slots, such as after school or weekends, to accommodate busy family schedules. 

• Ice Breakers: Plan for a longer period for ice breakers to help children feel comfortable and engaged. Building rapport with the children is essential for gathering authentic insights. 

• Parental Consent: Obtain necessary parental consent and ensure parents understand the research methodology and objectives. 

• Attention Span: Keep sessions engaging and relatively short to match the attention span of young participants. 

• Safety and Comfort: Create a safe and child-friendly environment to make participants feel at ease during the sessions. 

Our Predictions for the Future of Market Research Duos/Trios 

As market research continues to evolve, the use of duos and trios is poised to become even more prominent. Here are some of our predictions and considerations for the future of this methodology: 

Increased Use of Technology  

With advancements in digital tools, we expect to see more online duos and trios. Virtual reality (VR) and augmented reality (AR) could create immersive environments for participants, enhancing the realism and richness of the data collected. 

Greater Integration with AI  

Artificial intelligence (AI) could play a significant role in analysing the complex interactions within duos and trios. AI tools can help identify patterns, sentiments, and key insights more efficiently than traditional methods. 

Broader Applications Across Industries  

As the benefits of duos and trios become more widely recognised, their application will likely expand beyond traditional consumer goods into sectors such as finance and technology, where understanding interpersonal dynamics can offer valuable insights. 

Need Further Help and Advice About Market Research Duos and Trios? 

Market research duos and trios offer a unique and powerful approach to understanding consumer behaviour.  

The benefits of this methodology include enhanced comfort and openness among participants, realistic interactions, reduced dominance by individual participants, and increased engagement. 

As we look to the future, understanding the challenges and opportunities associated with duos and trios will enable researchers to maximise the benefits of these methodologies.  

By effectively addressing these aspects, professionals can ensure they obtain the most valuable insights from their research, whether applying these methods in traditional consumer goods or exploring their potential in emerging sectors. 

If you’re considering conducting duo or trio interviews, or would like to learn more about the latest market research trends, we’re here to help. Contact us for advice, a quote, or to learn more about how this innovative methodology can benefit your research.