What is the purpose of Laddering?
The purpose of laddering is to find the basic emotions that fuel the decision by a customer to buy a particular product. Used in clinical psychology with in-depth interviews, the technique gets its name due to the nature of the questions posed by the researcher. By continuing to dig deeper into the answers to your questions about your particular brand or product, you are able to find out i "Why" that are present in every transaction.
The Laddering, when he looks metaphorically, connects a person's beliefs and values with their decision to purchase the product. Each question you ask is a step on the ladder that takes you one step closer to obtaining this insight.
How Laddering Works?
Laddering is done as a four step process:
- Product features they find important
- Functional benefits received by the function
- Higher-order benefits that are deeper than serving a functional purpose
- Emotional needs met by each of the benefits received
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