Laddering Technique
A qualitative research method that involves probing consumers to identify linkages between product attributes, benefits, and personal values, often used in interviews.
Implications
A qualitative research method used to explore the underlying reasons for consumers� preferences and behaviors, often involving in-depth interviews that move from concrete product attributes to more abstract values and motivations, helping to uncover the deeper psychological drivers behind purchasing decisions.
Example
Example: A market researcher uses the laddering technique to understand why consumers prefer a particular brand of coffee, discovering that the preference is driven not just by taste but by the brand�s association with social status and ethical sourcing.
Related Terms
Different from traditional surveys, which might focus on surface-level preferences, the laddering technique delves deeper into the values and beliefs that drive consumer behavior, providing richer insights for brand positioning and marketing strategy.
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