Inspiration - Laddering Flashcards
What is laddering?
1st:determine situational context
2nd: determine the attributes of a product the consumer finds important (sorting task, like Natural Grouping)
3rd: apply‘why is it important to you that….’
Example?
You begin with a piece of information such as “I really like feature X” and then you move down the ladder by asking “Why is it that you really like that feature.” The person then responds with; “Because it’s the one that I find most useful.” And then you ask; “Why is it most useful to you?
Why are values important?
Values motivate choice of behavior, like voting behavior, or buying behavior
*Values are strongly related to affective reactions, feelings and emotions
*Values gain insight in the experiences of people!
Why are values better than needs?
Values are more enduring and more stable than desires and needs
*For this reason, in concept development, you have tobe aware of the values of your target group, and the values of the company: Brand DNA
What are the two types of experience?
Staged experience: ‘a stimulus, directed by a company or brand’
Consumer Experience: ‘the personal, inner reaction of a consumer to a certain stimulus (the staged experience)’
Example for Tesla laddering.
Values?
Meaning/consequences?
Attributes?
Values; (self - knowledge)
Terminal - A comfortable life, sense of freedom.
Instrumental - come and go when you want.
Meaning/consequences;
Psychologica (SELF KNOWLEDGE) l- Status, connectedness, participation.
Functional (product knowledge) - Mobility, time savings, speed.
Attributes;
Abstract - Quality, design, safety
Concrete - Engine power, color, price
What is a means-end chain?
The relationbetweena product and a person.
: the product is a means, with which the person can achieve his goals in life (the end)
What are the four value research methods?
1 .Questionnaires with statements (direct / indirect)
- Rank all values on a list (direct): in a sequence
- Score all values on a list (direct): give a mark
- Laddering: means-end chains (indirect)
What are instrumental values?
desirable modes of conduct of behaviour, motivators to reach end-states of existenceexamples: independent; helpful; ambitious
What are terminal values?
what do we want to achievein life?examples: freedom; social recognition; a comfortable life
Another example of laddering?
Coke light
Values; gives more self esteem
Meaning/consequences;
Ill be attractive to others
Gives me more confidence
It wont make me fat.
Functional; Sugar free
What is a value map?
The Value Map is a visual tool that lets you plan what problems or desires your product or service addresses in a way that allows you to find a match between your product and the expectations of your customers.
