Kelly Grid qualitative research

By using the Kelly Grid method it is possible to obtain insight in the  dimensions that are important in the perception of the respondent when looking at a market. A triad is selected at random from several products which are representatives of a market. The respondent is asked ‘in  which way two of these items differ from the third one. This is  evaluated in-depth for the triad. Then (again at random) another triad  is selected and the process is repeated until no other dimensions come  up.

Read further: Subjective clustering

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