Design Methods #9 – Triadic Elicitation

Jun 07 2013 Published by Neil Gains under design

Triadic elicitation (often called triading) is an interviewing technique that helps to identify deep-seated perceptions, attitudes and feelings towards brands, products, services (and people). The approach uncovers the ‘constructs’ that people use to make sense of the world around them, and comes from George Kelly’s Repertory Grid technique, founded in Personal Construct Theory. The Repertory Grid was developed specifically to elicit participant’s personal constructs with minimal bias and influence from a researcher. Read more »

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Design Methods #5 – Laddering

Jan 03 2013 Published by Neil Gains under design

Laddering is a technique for revealing the connections between physical characteristics and deeper personal values. In a previous article, I wrote about cognitive mapping, which builds on Means-End Theory and Expectancy Value Theory and is also close to Personal Construct Theory developed by George Kelly (all originating in the 1950s). Read more »

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Design Methods #3 – Cognitive Mapping

Nov 04 2012 Published by Neil Gains under design

Cognitive maps reveal people’s underlying decision making rules. They are a visual representation of how we make sense of a problem, issue or idea, revealing how we think about the problem and how we structure our ideas around it. Read more »

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