Laddering

Marketing dictionary

Laddering

The process of probing to identify the linkages between means (i.e., attributes) and terminal values (i.e., end states). A technique for conducting in-depth interviews, in which a line of questioning proceeds from product characteristics to user characteristics, A probing technique, used in one-on-ones and focus groups, designed to delve into the real reasons for participants' attitudes and behaviour toward the topic. It is generally considered to be an intensive technique. The moderator seeks the reason behind each answer until he or she arrives at a basic human need such as ego or status.

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