Week 2 - Laddering Flashcards
What is laddering ?
Laddering a method of understanding consumer needs in the opportunity assessment of the NPD in which you interview consumers / target group one-on-one in order to build a hierarchical value map (attribute, consequence, value) to try to understand their motives behind them buying your product.
What is the objective of laddering
To reveal the hidden life values that underlie the preferences of consumers for a particular product
What are means-end chains
The relationship between consequence-value-attributes
Can you give some examples of life values that can be identified from the laddering?
- Being healthy
- Being wealthy
- Be adventurous
- Being more environment-friendly
- Have many friends
- Have a fun life
- Be a good parent
- Have a successful career
Why are identifying the values in the HVM important for marketers?
the values are important for marketers because you can have better advertisement and so the people can recognize in the advertisement if their life goal is found and if the product fits in their life goal.
What is the first step of building the laddering interview?
determining the consumption moment of the product
What is the second step in building the laddering interview?
determining the competitive products
What are the two types of laddering interviews we saw in class
- Triadic sorting
2. Free elicitation
Do you use your product’s concept in the laddering
no because your concept is unknown to your respondents
What are the techniques you can use when your laddering get stuck? (6)
- The absence probe
- The negative laddering
- Age-regression
- Redirecting probe
- Communication check
- Third person person probe
What is the redirecting technique
technique in which you have a short silence
What is the free elicitation?
laddering technique in which you ask for each attribute of a competitor until you have a value nd then you move on to the next competitor
What is the triadic sorting?
Laddering technique in which you ask the respodent about a subsequent sets of three products
What is the triadic sorting?
Laddering technique in which you ask the respodent about a subsequent sets of three products and in each set you ask which one would you like and why or why not
What do you do when there is multiple response in the answer ex “It has a nice savoury taste and gives me energy”.
ask which is the most important attribute, and continue with that one
